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In this interactive session, you can submit and upvote questions about marketing resource management (MRM) and learn more about top vendors evaluated in The Forrester Wave™: Marketing Resource Management, Q3 2022.
To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective. Proactivity is paramount for modern marketers; they need to position themselves as forward-thinking business drivers who can quickly adjust to fast-changing market conditions (like a recession), corporate strategic shifts (such as a rebrand), or competitive pressures.
Marketing resource management and MRM tools underpin brand strategy and can save marketers from being seen as an expense rather than an investment. Currently, the MRM tech category is peppered with vendors that offer a wide swath of capabilities spanning budgeting tools, project management software, and repositories for content and assets. To help marketers navigate these sprawling offerings, join Forrester analysts Jessica Liu and Katie Linford on this "Ask The Analysts" webinar.
Key takeaways:
Target audience level: all levels
Vendors mentioned: Adobe, Aprimo, BrandMaker (Uptempo), HCL Software, IntelligenceBank, Lytho, Marmind, Optimizely (Welcome), and SAS
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In our 33-criterion evaluation of marketing resource management providers, we identified the nine most significant ones and researched, analyzed, and scored them.
B2C and B2B marketers should use this report to understand the value they can expect from an MRM provider and to select one based on size and functionality.
B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
CRM is a critical piece of technology infrastructure that underpins a firm’s ability to deliver next-generation financial services. It connects organizational silos to drive customer and business value. CRMs are integrating AI and adding intelligent agents to boost productivity and deliver personalized customer experiences at scale. This makes CRM an indispensable tool for financial services firms aiming to enhance customer experiences, streamline operations, and drive growth.Despite the benefits, we often hear that financial services firms struggle to justify the investment in CRM modernization, and firms that have done so say that they’re struggling to extract value. This makes it more important than ever to choose the right vendor. But the financial services CRM market is bifurcating, making vendor choice even harder.Key takeaways: Understand the financial services CRM market, key vendors, and common financial services use cases.Learn how AI (predictive, generative, and agentic) is transforming CRM and what it means for financial services firms.Uncover the mistakes that are leading to the underutilization of CRM by financial services firms.Identify the key considerations that should inform financial services firms’ CRM purchasing decision.Target audience level: intermediate and advanced
Don't miss out on one of the most attended sessions at Forrester B2B NA Summit! Hear Palo Alto Networks' winning program of the year story. Palo Alto Networks will discuss how a major transformation in its revenue process, from marketing-qualified leads (MQLs) to a focus on buying groups, has fundamentally changed the way that sales and marketing work together, driving major improvements in conversion efficiency and pipeline growth.Key takeaways: Learn how Palo Alto Networks transformed from MQLs to buying groups.Discover best practices for implementing a successful pilot.Understand how this transformation delivers massive business impact.Target audience level: all levels