marketing automation
Marketing automation allows firms to reach more people with fewer resources. But with great power comes great responsibility. When marketing automation isn’t leveraged correctly, customers can be alienated. Read our insights to harness these technologies in a customer-obsessed fashion.
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Insights
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Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
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The Future Of GenAI Is Increasingly Agentic
A key theme of Forrester’s recent B2B Summit APAC in Singapore was the need to break down silos within revenue processes and reimagine a customer-centric approach that aligns with the customer throughout the entire lifecycle. Learn how agentic AI is accelerating this transformation in three critical ways.
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Accelerating Advertising With AI Comes At A Cost
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
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Global Martech Spending Will Reach $148 Billion In 2024
Marketing technology (martech) is the engine that powers marketing strategies. It encompasses tools and solutions to execute, automate, and optimize marketing efforts. Investment in martech has become a priority in recent years as companies seek to engage with their customers more effectively and improve marketing performance. In our first Global Martech Software Forecast, 2023 To […]
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Synchronize People, Processes, And Technologies To Lift Ad Creative’s Performance
My favorite holiday-themed ad is Hershey’s “Christmas Bells,” which debuted in 1989 thanks to the creativity of David Apicella at Ogilvy & Mather, among others. Since then, the ad has run every December. In a market crowded with viral creative such as Spotify’s Wrapped, Hershey’s pithy ad continues to perform. In just 15 seconds, the […]
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Hollywood Strikes Spark AI Negotiations In Every Creative Industry
Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.
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Generative AI Has Answers, But SEO Practitioners Are Still Guessing
We tackle two of the most common questions we're hearing about generative AI's potential impact on search engine optimization.
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Flexible Loyalty Technology Solutions Power Profitable Loyalty Programs
As brands contend with rising media costs, changing consumer behavior, and, for some, lackluster sales results, they continue to invest in consumer loyalty programs and technology solutions to help them engage and retain consumers. In fact, 53% of B2C marketing decision-makers plan to increase their spend on loyalty technology this year. But economic uncertainty adds […]
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Putting The Revenue In Marketing Technology
As B2B marketing continues to evolve, addressing shifts in buyer behavior has become a top priority for marketing leaders. These shifts, driven by the proliferation of data, include the rise of buying groups and the preference for self-guided, anonymous, or pseudonymous buying journeys. After working closely with our practitioner and tech service provider clients and […]
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Clean Up Your Martech And Loyalty Tech Ecosystem
We all know that there is a big difference between working hard and working smart. And specifically for marketers, the status quo often makes working smart impossible — functional silos inhibit internal efficiencies and negatively impact the overall customer experience. Some of today’s biggest marketing silos are technology-based — different platforms for different functions. Let’s […]
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Conversation Automation, Personalization, And AI: Five Key Findings For B2B Marketers
Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]
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How ABM Technology Is Evolving The Modern Marketing Landscape
The landscape for Account Based Marketing (ABM) continues to evolve and mature, but what does it mean to do ABM? For some organizations, it is a subset of the business that focuses on a select few accounts, for others it is a set of tactics driven by tools and technologies.
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How Will Leaders Prepare For The Convergence Of Demand And ABM? — A Forrester B2B Summit 2022 Session Preview
We believe the explosion of technology has been pivotal to making demand smarter and ABM at scale possible. But for the future and the next evolution –what’s beyond convergence, what’s next? And how will Leaders prepare?
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Demand Programs — Using Rules To Design Program Flows
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]
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Cross-Channel Campaign Management: A Mature Market Reinvents Itself
The CCCM market is growing as independent players deliver innovation that outshines many of their more established competitors.
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Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]
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Consider Content Engagement Solutions To Enhance Digital Buyer Interactions
Marketing content has become the primary way for customer-facing teams to create dialogue as B2B buyer behavior changes and work-from-home limitations cause buyers to engage online to inform prospect and customer buying decisions. Static, one-to-many communications don’t cut it anymore — to win buyers’ increasingly divided attention, content must become more relevant, valuable, and interactive. Content engagement solutions are an emerging market category that helps B2B […]
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Your Buyer Is A Group, Not A Person. What Are You Doing About It?
Nearly all B2B buying decisions are made by groups. So why are so many marketers still oriented toward leads? Learn why, and see how Forrester's B2B Revenue Waterfall can give you better insights and results.
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An Agency Decision Is A Technology Decision
Companies that rely on agencies are, by extension, reliant on their agency’s technology capabilities. Our new research helps buyers evaluate agencies' technology strategies so they can make the right choice.
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Announcing The First Forrester Wave™ Covering Cross-Channel Campaign Management Solutions In Asia Pacific
Following up the previously published Now Tech report, I’m excited to announce that “The Forrester Wave™: Cross-Channel Campaign Management In Asia Pacific, Q2 2021” is now live. Forrester defines cross-channel campaign management (CCCM) as “enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital […]
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