Steven Casey

Principal Analyst

Forrester Bio

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First Forrester New Wave™ On ABM Platforms Sets The Bar For A Dynamic And Growing Market

Steven Casey June 1, 2018

Well, that was interesting! We just published our “The Forrester New Wave™: ABM Platforms, Q2 2018” report, which profiles the 14 most significant vendors in this market: 6sense, Demandbase, Engagio, Jabmo (formerly Azalead), Lattice Engines, Madison Logic, MRP, Radius, RollWorks, TechTarget, Terminus, Triblio, True Influence, and ZenIQ. Based on our comprehensive criteria, Forrester’s take is […]

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Personality And Empathy Are The Keys To Success With Bots And Virtual Assistants In B2B Marketing And Sales

Steven Casey March 11, 2018

Chatbots and virtual assistants (VAs) may be built on artificial intelligence and create customer experiences through digital personas, but the success you realize from them will depend in large part on your ability to account for the real and human aspects of their deployment, intra-organizational impact, and customer orientation. Start by treating your bots and […]

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It’s Time B2B Marketing Hits The Restart On Social Media

Steven Casey October 2, 2017

After a promising start a decade ago, social media has long been stuck in a rut of diminished expectations and attention. Social was originally expected to function as the omnipresent lens through which companies could understand and engage their buyers. But, instead — during an age of increasingly revenue-obsessed marketers – social media became regarded as […]

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VR and AR Offer Innovative Solutions For Real B2B Marketing Problems

Steven Casey September 20, 2017

If you’ve ever encountered virtual or augmented reality in the business world it was likely at an event or tradeshow where a company had an AR/VR demo at their booth to draw in “traffic.” While this is certainly a valid marketing use case, it’s not all this technology has to offer B2B marketers. Although related, […]

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The Road To Customer Obsession Is Paved With Good (Data) Intentions: New Report And Webinar

Steven Casey July 24, 2017

Everyone knows they need good data: marketers, sellers, even analysts evangelizing about customer obsession.  But for too many B2B marketers, bad data is a sad fact of life. In a recent survey, just 12% of B2B marketers told us they have “high confidence” in the accuracy of their customer data. Trying to bridge that gap […]

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Bypass Branding No More: Why It Matters More Than Ever For Today's Customer-Centric B2B Marketer

Steven Casey June 28, 2017

Have you heard anything like this recently? Maybe you’ve even said it, or it just sounds familiar: “I know I need to do branding, but how will it help me fill the funnel?” “I can measure my conversion rates to three places to the right of the decimal point. How am I supposed to measure […]

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Get Started With Programmatic Advertising To Optimize Your Outbound/ABM Targeting

Steven Casey March 2, 2017

The economics of digital advertising have never been a great fit for business-to-business (B2B) marketers. Unlike our peers in business-to-consumer (B2C) markets, we rely more on targeted and lead-based communications than mass reach. But — as a recent report that I coauthored with Samantha Merlivat has shown — two trends are changing that dynamic: Account-based marketing (ABM) […]

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Speed Dating In Miami — Or What I Learned At The Forrester B2B Marketing Forum

Steven Casey October 24, 2016

Now that I’m back from Forrester's B2B Marketing Forum in Miami last week, I thought I’d share a few observations. This was my second Forrester event as an analyst, but my first at a B2B Marketing Forum.  It’s worth noting that my perspective as an analyst is completely different from that of an attendee, because […]

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B2B Marketers Should Gate Later And Less To Improve Engagement And Success

Steven Casey September 1, 2016

Today’s business marketers and their prospects are engaged in a frustrating content “dating” game. To get the content they want – and avoid the inevitable follow-up sales call or nurturing emails – more and more buyers are populating your gating forms with false, incomplete, or non-business information. They get the whitepaper, but all you get […]

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Start Making Sense: The 17 Most Important Technologies For B2B Marketers

Steven Casey August 8, 2016

We’ve all seen the ubiquitous martech slides: Thousands of company logos crammed into a single graphic that is both useless and illuminating. Useless as any sort of planning or evaluation tool — but also illuminating because it shows what we all know to be true from first-hand experience: The B2B marketing tech landscape is confusing […]

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Your B2B Prospects Don't Want You To Call Them

Steven Casey May 13, 2016

So this makes it official: the rite of passage for every new analyst. My first research report, How Self-Service Research Changes B2B Marketing, has just been published. I covered the premise of this report in my first blog post — but I’ll summarize it here again: multiple Forrester surveys have shown that B2B buyers strongly […]

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A Practical Approach To B2B Buyer Journey Mapping

Steven Casey April 15, 2016

After a conversation with my colleague Lori Wizdo the other day about buyer journey mapping, she followed up by sharing the following cartoon – which I thought was perfect: Perfect because it captured both our perspectives on the topic: Lori’s that buyer journeys are by their very nature hypothetical; and mine that you can never […]

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How Self-Service Research Will Change B2B Marketing

Steven Casey February 10, 2016

Greetings! This is week three in my journey as a Forrester analyst serving you, B2B marketing professionals, after nearly as many decades as a practitioner like you. I'd like to start our conversation by sharing an idea I had the opportunity to explore during the interview process for this position. It was a process I […]

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