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Align Martech Investments With Your Digital Transformation Strategy

Rusty Warner January 29, 2019
Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences. That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report). Martech is a direct line to consumer touchpoints, and marketers should embrace and leverage it to drive […]
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Landscapes, Portfolios, And Point Solutions (Oh, My!)

Rusty Warner May 14, 2017
If you’re a marketer struggling to decipher the complicated marketing technology landscape of more than 5,000 vendors – and show me a marketer who isn’t – then I have some good news for you. It won’t be as easy as following the yellow brick road, but you can begin to make sense of today’s seemingly […]
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Catch The Enterprise Marketing Technology Wave

Rusty Warner May 31, 2016
I am pleased to announce TWO new Forrester Wave™ reports for B2C marketers. Today we published the Forrester Wave™: Cross-Channel Campaign Management, Q2 2016 and the Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016. The former will help you compare the 15 leading campaign management vendors, while the latter will help you evaluate 9 vendors […]
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MarTech + AdTech: An Embarrassment Of Riches

Carlton Doty February 12, 2016
A CMO and a CIO walk into a hotel bar (Let’s call them Tom and Dick). After ordering a drink, Tom says, “Dick, I really need to start working with a DMP this year, and I want your help selecting one.” Dick says, “A DMP? My enterprise architecture team is building a near real-time, self-service […]
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…Where Angels Fear To Tread

Rusty Warner January 21, 2016
We all know the opening part of Pope’s often-quoted adage. Certainly some acquisitions in the enterprise marketing technology arena are now looking like foolish decisions. In yesterday’s 2015 trading update, SDL announced it will sell multiple products that are “non-core to its future strategy,” including social intelligence, campaign management, and its Fredhopper eCommerce recommendation engine. […]
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The Enterprise Marketing Technology Landscape – Simplified

Rusty Warner November 2, 2015
We’ve all seen comprehensive diagrams featuring hundreds of vendor logos across multiple marketing technology categories. So, when tasked with mapping the technologies required to deliver contextual marketing, I decided to simplify things. For more details, see my new report “Combine Systems Of Insight And Engagement For Contextual Marketing.” Forrester has defined broad “systems of X” […]
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The Race From Good To Great CX Hits The Gas Pedal In 2015

Michael Gazala November 7, 2014
2014 wasn’t a good year to be average. Since 2007, the average customer experience in the industries that Forrester tracks has gone up across the board, and the number of truly awful  experiences has dropped like a rock. So if your CX is average, it’s just not good enough to win, serve and retain customers. […]
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Just Published: The Forrester Wave–Cross-Channel Campaign Management, Q3 2014

Forrester August 28, 2014
I cut my teeth as a data analyst helping brands communicate more effectively—building segmentation and targeting models that differentiated contact frequency, offers, and messaging across a brand’s customer base. But in the face of today’s more empowered customers building static scoring models and relying on batch-based campaigns is insufficient to win, serve and retain customers. […]
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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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Campaign Marketing Is Background Music Consumers Don’t Want

Forrester April 23, 2014
Campaign marketing is increasingly seen as background music and 'tuned out'. No surprise really that in a world where all brands push 'play' without consulting consumers that the outcome is a cacophony. It's one that consumers increasingly want to tune out, and today they have the tools to do so. From their cultivation of banner blindness […]
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Et Tu, Adobe?

Forrester November 15, 2013
Adobe Cesareans Cross-Channel From The Email Market Image Source: Ronald Grant Archive Over the summer, we were all treated to an abundance of headlines proclaiming that Adobe, Oracle, and Salesforce were engaging in a marketing cloud war. Yet the relevant acquisitions — Neolane, Eloqua, and ExactTarget, respectively — only engaged in border skirmishes, since each focused […]
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Exploring New Email Pricing Models

Forrester October 15, 2013
The standard pricing model for email marketing — the CPM — may soon change. Industry consolidation, commoditization, and growing data volumes threaten the standard. Buyers may soon confront models that range from a platform license (all-you-can-email) to total utilization (data + messaging) to seat-based models. In November, I will publish research into the rationale for […]
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Take The “Big” Out Of Big Data With Customer Recognition

James McCormick September 25, 2013
I remember my first day at high school. Yikes it was scary. The older kids were BIG! The teachers were BIG (the phys ed teacher was even a little mean), the school was BIG . . . Everything felt so BIG! But as the year ticked by, l became familiar and comfortable with my classmates, […]
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Introducing the Marketing RaDaR

Nate Elliott January 24, 2013
In our new report “Mix Art And Science For Marketing Success,” we introduce a new model: The Marketing RaDaR. This model (which serves as an update to our previous ‘interactive brand ecosystem‘ model) is designed to help you build marketing programs and strategies that support your customers all the way through the customer life cycle […]
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Oracle Acquires Eloqua: A Do-Over For The Era Of Digital Disruption

Forrester December 20, 2012
Today, Oracle announced that it will acquire Eloqua, a marketing automation firm. Oracle positions the deal as a comprehensive customer experience cloud that enables business to create an integrated, end-to-end process of marketing, sales, service, and support. I look forward to insight from my colleague Lori Wizdo on what the Oracle-Eloqua deal means for a marketing and […]
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ExactTarget Acquires iGoDigital And Pardot

Forrester October 11, 2012
ExactTarget today announced plans to acquire two companies: Pardot and iGoDigital. The acquisitions signal that ExactTarget, only recently public, intends to use its cash reserves to grow aggressively against the competition in revenue, market segments, and features. So what does it mean? Are the two acquisitions related? No, the dual acquisitions are a quirk of […]
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Take Forrester’s Marketing Technology Survey

Forrester July 11, 2012
Using, investigating, or buying marketing technology? If so, we want to hear from you. Take the survey and receive a complimentary copy of the completed research. Take the marketing technology survey Forrester's global Marketing Technology Adoption survey investigates: What technologies do marketers currently use, and what do they plan to use? How much do marketers […]
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Teradata’s eCircle Acquisition: Portfolio Or Platform Play?

Forrester May 2, 2012
Today Teradata announced plans to acquire of Munich-based eCircle, a digital and email marketing provider. With the acquisition, Teradata continues two trends: Extending core offerings through marketing technology. eCircle joins Teradata’s two prior investments in marketing technology: Aprimo Marketing Studio (AMS) and Aprimo Relationship Manager (ARM), which were separately acquired in previous years. Teradata confirmed […]
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Q&A With Jack Androvich, Senior Director, Global Sales & Marketing Operations Autodesk, About Technology In Marketing

Forrester March 29, 2012
Recently I had a conversation with Jack Androvich, who will be keynoting at our Customer Intelligence Forum in Los Angeles on April 18th. Here are a few key takeaways from this conversation. If you are a CI professional, a marketer who cares about the role of technology in your job, or a technologist serving marketers, you will […]
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Just Published: The Forrester Wave: Cross-Channel Campaign Management, Q1 2012

Forrester January 31, 2012
Cross-channel campaign management (CCCM) tools face mounting pressure to evolve in the face of continuous, interactive, customer-led dialogue. CCCM capabilities have matured dramatically, but marketers often ask, “Are the applications resilient enough to meet the massive challenges marketing organizations face today?” Forrester clients can see how much progress vendors have made in “The Forrester Wave™: […]
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