Rusty Warner

Principal Analyst

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The reports of my death are greatly exaggerated.

Rusty Warner November 17, 2014
Apologies to those purists who recognize this post’s title as a misquote of Mark Twain. In this case I’m not referring to myself, Samuel Langhorne Clemens, or indeed any human being, so I’ve gone with the more popular expression. Instead, I’m talking about campaigns – you know, those marketing tactics declared dead by many, but […]
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Forrester Wave: Enterprise Marketing Software Suites

Rusty Warner October 31, 2014
Last week, Cory Munchbach and I published the first-ever Forrester Wave: Enterprise Marketing Software Suites, Q4 2014. Or, as they are popularly referred to, the “marketing clouds.” The evaluation looked at the eight vendors vying to convince marketers of their ability to provide an integrated portfolio of products that span all of marketing’s needs. Integration is increasingly important […]
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Dreaming of Contextual Marketing

Rusty Warner October 17, 2014
At Dreamforce in San Francisco earlier this week, Salesforce Marketing Cloud CEO Scott McCorkle highlighted retailer Eddie Bauer’s strategy to make marketing so good that it feels like customer service and customer service so good that it feels like marketing. He may well have added that when marketing and service are well executed, they both […]
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When a Dilemma Becomes a Polylemma

Rusty Warner August 5, 2014
In the age of the customer, customer insights (CI) professionals must invest in software solutions that will help them orchestrate contextual marketing.  However, as outlined in Cory Munchbach’s report Let’s Revisit the Enterprise Marketing Technology Landscape (Again), the market is in a state of flux.  Not only are we seeing tremendous M&A activity, but a […]
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Ideation and the Art of Conversation

Rusty Warner June 8, 2014
This past Friday I had one of the most enjoyable meetings of my professional life.  I had initially been worried about this particular meeting.  After spending 3 nights in Switzerland, I travelled back to the UK, spent 2.5 hours at Heathrow and then caught a flight to Finland, arriving well after midnight.  Knowing that I […]
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New Customer Insights Analyst Covering Marketing Technology

Rusty Warner May 11, 2014
If you haven’t kept up with the activity in the marketing technology space – acquisitions, product enhancements, "cloud" wars, et al., then I don’t blame you. The marketing technology landscape is complex, crowded, and confusing. To compete in the age of the customer, enterprises are quickly deploying technology to manage big data, execute contextual marketing, […]
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