Steven Casey

Principal Analyst

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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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