Charts & Figures
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The Market-Imperative-Driven Enterprise Marketing Core
December 5, 2018
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The Enterprise Marketing Core Powers Insights And Engagement
December 5, 2018
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The Evolution Of Enterprise Marketing Technology
December 5, 2018
Search Results
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Blog IBM Sells Out — Another Marketing Cloud Bites The Dust
April 16, 2019 | Joe StanhopeOn April 4, IBM announced plans to sell its marketing technology (martech) assets to investment management firm Centerbridge Partners. Upon completion of the deal, likely midyear following the...
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Blog Marketing Cloud Vendors Pick Up Where CDPs Left Off
April 11, 2019 | Joe StanhopeThe last couple weeks have been an exciting time for the customer data platform (CDP) category. At long last, major marketing technology vendors formally declared their intentions to get serious...
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Report The Power Of Customer Context
Vision: The Enterprise Marketing Technology Playbook
Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of...
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Report The Next Generation Of Enterprise Marketing Technology
Continuous Improvement: The Enterprise Marketing Technology Playbook
December 5, 2018 | Joe StanhopeTechnology use is routine — even mandatory — for modern marketers. And while marketing technology (martech) has undeniably made remarkable strides, major challenges remain unsolved, limiting its...
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Webinar The Marketing Technology Roundtable: The Current State And Future Of Martech For Business And Consumer Marketers
2018 has been a wild year for marketing technology (martech). With clouds colliding and categories collapsing, both business and consumer marketers must navigate a complex and dynamic landscape as...
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Report Fully Leverage Your Tech Investments With A Marketing Technology Office
Organization: The Enterprise Marketing Technology Playbook
Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams...
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Report Elevate Your Approach To Cross-Channel Campaign Measurement
Performance Management: The Enterprise Marketing Technology Playbook
The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and...
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Report Unlock Customer Context With Marketing Technology
Executive Overview: The Enterprise Marketing Technology Playbook
Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the...
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Report Predictions 2019: B2C Marketing
Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles
Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...
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Report Predictions 2019: Media
Five Events Will Reshape The Media Industry
The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...
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Report For B2C Marketers, Customer Data Platforms Overpromise And Underdeliver
Simplicity Isn't Enough To Solve Complex Marketing Challenges
Enterprise B2C marketers face the convoluted task of wrangling myriad customer data to deliver customer-centric, contextually relevant engagement. Amid this challenge, customer data platforms...
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Blog These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs
October 26, 2018 | Joe StanhopeSix months ago, we started a conversation about customer data platforms (CDPs). The timing was right; CDPs were driving attention toward a historically sleepy corner of the martech universe...
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Report Upgrade Your Processes To Support Contextual Marketing
Processes: The Enterprise Marketing Technology Playbook
October 19, 2018 | Joe StanhopeProcesses are the unsung heroes of managing modern marketing technology and delivering contextual marketing that satisfies demanding customers. Marketers need to evaluate and enhance their...
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Blog Ask A Flowchart: What Should I Name My Marketing AI?
October 4, 2018 | Joe StanhopeArtificial intelligence is a big deal in marketing technology. Forrester sees strong potential in AI as an enabling technology for marketing, and it’s great to see many vendors embracing AI to...
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Blog Forget Everything You Think You Know About Marketing Planning
September 10, 2018 | Joe StanhopeWhat’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what...
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Blog Forget Everything You Think You Know About Marketing Planning
September 10, 2018 | Joe StanhopeWhat’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your...
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Report Forget Everything You Think You Know About Marketing Planning
Only A Continuous Planning Cycle Will Enable Modern Marketing
Planning underlies all of your marketing methods. But most planning processes are increasingly out of sync with the charter for the modern marketer: to understand and advocate for customers, to...
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Report Now Tech: Identity Resolution, Q3 2018
Forrester's Overview Of 24 Identity Resolution Providers
August 21, 2018 | Joe Stanhope, Susan BidelB2C marketers leverage identity resolution to improve customer data management, better target and personalize customer interactions, and gain efficiencies through measurement. But to access these...
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Report Plan Customer-Centric Enterprise Marketing Technology Requirements
Assessment: The Enterprise Marketing Technology Playbook
Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. B2C marketing professionals tasked with defining enterprise marketing technology...
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Report The State Of Enterprise Marketing Technology, 2018
Benchmarks: The Enterprise Marketing Technology Playbook
July 11, 2018 | Joe StanhopeB2C marketing professionals must assemble enterprise marketing technology (EMT) stacks to support relevant and engaging customer experiences. For our Q1 2018 Forrester Wave™ evaluations of...
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Report Protect Your Investment: Build Privacy And Security Into Your Marketing Technology Strategy
Landscape: The Customer Trust And Privacy Playbook
July 6, 2018 | Joe Stanhope, Alexander SpiliotesB2C marketing and customer insights (CI) pros are increasingly implementing a multitude of new technologies that use a wide variety of customer data for insights and engagement. These acquisitions...
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Blog Click Summit 2018: The Future Of Experimentation Has Arrived
May 11, 2018 | Joe StanhopeThis week I was fortunate to attend, participate in, and moderate a session at Click Summit 2018 in Cary, North Carolina. Click Summit is hosted annually by Brooks Bell and her eponymous firm. As...
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Report Modernize Your Martech Stack For Moments
Evolve Your Marketing Strategy And Technology To Serve Customers In Their Defining Moments
The world is changing, along with consumers' expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that...
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Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018
Twenty Technologies Underpin Modern Marketing
Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...
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Blog Modernize Your Martech Stack for Moments
April 5, 2018 | Joe StanhopeThe world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that...
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