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.

Insights

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Marketing’s Customer-Obsession Paradox

Melissa Parrish November 18, 2019
In their embrace of new tools and tactics, marketers have at times lost sight of the people they aim to connect with. It's time to take a step back and revisit core assumptions.
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Channel Automation Becomes Table Stakes For Partnership Success

Jay McBain October 22, 2019
Channel professionals want to talk about expanding their partner programs and building broad ecosystems, but the truth is that many of their basic program and channel management processes are still painfully manual and error-prone. Before accelerating their channel program, they need to apply basic automation technologies to get their front- and back-end systems to a […]
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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

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Meet Your Newest B2C Martech Analyst

Steph Liu September 9, 2019
Do you work with marketing resource management (MRM) or mobile engagement automation (MEA) tools? If yes, I want to hear from you! I’m Steph, the newest member of Forrester’s B2C martech research team. I’ve been at Forrester for four years, first as a research associate and most recently as a researcher on the B2C marketing […]
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The New Era Of Marketing Strategy

Melissa Parrish May 14, 2019
When marketers fail to understand the complexity and nuance of how customers’ core characteristics evolve, people lose trust in them. As they look elsewhere, customers have found a more nimble set of businesses to meet their needs: direct-to-consumer (DTC) brands.
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Marketing Cloud Vendors Pick Up Where CDPs Left Off

Joe Stanhope April 11, 2019
The last couple weeks have been an exciting time for the customer data platform (CDP) category. At long last, major marketing technology vendors formally declared their intentions to get serious about managing and activating data for marketing. For the CDP community, the entry of marketing clouds is a big deal, carrying equal parts excitement over […]
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Channel Software Tech Stack (2019) — INFOGRAPHIC

Jay McBain November 22, 2018
(CLICK FOR HIGH RES) The channel technology stack is a group of technologies that brands leverage to manage and improve their indirect sales processes and partner programs. Often, the focus of channel technologies is to make difficult processes easier, automate workflows, measure multi-tier activities, and drive more efficient spending, coverage, and partner communication. The channel […]
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These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs

Joe Stanhope October 26, 2018
Six months ago, we started a conversation about customer data platforms (CDPs). The timing was right; CDPs were driving attention toward a historically sleepy corner of the martech universe centered around data management, gaining traction among vendors, and racking up mentions in the marketing trade press. Questions, hope, and more than a little confusion ensued. […]
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The Future Of Work

Forrester thought leaders discuss future-of-work strategies that are tangible, measurable, and tested.

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Introducing The Forrester Automation Framework

Chris Gardner July 9, 2018
It is impossible to overstate the impact automation has on digital transformation. Automation directly impacts customer experience (CX). Software like Reflexis can automate price checks and cut customer wait times by 80%. Robots like LoweBot can guide customers to the proper aisle to pick up home goods. Automation contributes directly to your bottom line. Robotic […]
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PODCAST

The New Role Of Marketing

What It Means May 17, 2018
Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success.
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Global Marketing Automation Spending Will Reach $25 Billion By 2023

Jennifer Adams April 30, 2018
Marketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe. As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast, 2017 To 2023, we expect global spending on […]
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Through-Channel Marketing Represents The Third Stage For Sales And Marketing Leaders

Jay McBain April 25, 2018
  Over the past few decades, sales and marketing leaders have been transforming themselves into predictable, data-driven business units. The CRM stage started in the 1990s and accelerated quickly a decade later with lower-priced cloud offerings. The marketing automation stage began to grow exponentially around 2008 and has reached critical mass in its first decade. […]
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$122 Billion: The Marketing Technology and Services Investment Sticker Shock

Shar VanBoskirk April 24, 2018
At $90 billion today and growing to $122 billion by 2022, CMOs are pouring budgets into investments which align their organization’s operations with greater customer and experience focus. Planning and budgeting for the technology and services investments supporting these goals stands as a critical task for CMOs and will only get harder in the future. […]
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Modernize Your Martech Stack for Moments

Julie Ask April 5, 2018
The world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences served to consumers in just the moment they need them. Marketers must adopt the right strategy, operational best practices and technology […]
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Introducing The Forrester Wave: Cross-Channel Campaign Management, Q1 2018

Rusty Warner February 15, 2018
I’m pleased to announce the publication of The Forrester Wave™: Cross-Channel Campaign Management, Q1 2018. In our 33-criteria evaluation, we identified the 12 most significant vendors – Adobe, Cheetah Digital, Emarsys, IBM, Oracle, Pegasystems, Pitney Bowes, RedPoint Global, Salesforce, SAP Hybris, SAS, and Selligent – and researched, analyzed, and scored them. Forrester defines CCCM as: Enterprise […]
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PODCAST

The Future Of Marketing (Live)

What It Means January 11, 2018
Vice President and Principal Analyst Michael Facemire hosts a panel of his peers — Fatemeh Khatibloo, James McQuivey, and Shar VanBoskirk — to explore the future of marketing.
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Madtech Convergence Is Ongoing — With Or Without You

Melissa Parrish August 16, 2017
For marketers, the struggle is real: you want to provide your customers and prospects cohesive cross-channel experiences that demonstrate you actually know them (without freaking them out) — all while reducing the number of vendors in your tech stack. There are positive signs with the marketing technology ecosystem rapidly consolidating — and millions of dollars […]
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The B2B Marketing Change Agenda

Lori Wizdo January 26, 2017
I think we all accept that business buyers have higher expectations in the age of the customer.  They've  fundamentally changed their buying behavior in this digital age. Unfortunately, too many B2B marketers aren't keeping pace. They must evolve from brand stewards, lead generation machines, and sales supporters to architects of customer engagement across the customer life cycle. […]
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It’s Time To Take L2RM Beyond Revenue Performance

Lori Wizdo January 26, 2017
  I've just refreshed the core documents in Forrester, Lead-to-Revenue Playbook. While L2RM pioneers have realized significant business gains, they have also realized that L2RM is not just about taking responsibility for the impact of marketing spend on revenue performance or about standardizing, automating, and scaling your current marketing practice. Today's digitally empowered buyer controls […]
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Buyer Behavior Helps B2B Marketers Guide The Buyer’s Journey

Lori Wizdo October 4, 2012
Forrester research shows that today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels.  And they are accessing these channels from an increasingly diverse array of devices. Without […]
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