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.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
Are You Ready For The Convergence Of ABM And Demand Technologies?
Since the earliest days of Forrester’s coverage of account-based marketing (ABM) in 2016, we made sure to emphasize that while ABM is a strategy and not a technology, it’s also a strategy that has been revitalized and made more scalable by a range of new technology solutions. And while we noted in a New Wave™ […]
Read More
Blog
You Can Quantify The ROI Of SEO
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
Read More
Blog
Predictions 2021: Agencies Swarm Talent With Technology
Agencies in 2021 will begin to resemble software companies, offering combinations of creative and media products bundled with the services to manage them. Read our predictions for agencies in 2021.
Read More
Blog
The SEO Platform Landscape Is A Cheese Board Of Point Solutions
With advertising budgets cut, SEO strategy is more important now than ever before. Learn three key takeaways from the new Forrester Wave report on SEO platforms.
Read More
Blog
The Future Of Banking Has Arrived
Forrester's latest research finds future of banking will be invisible, connected, insights-driven, and purposeful. Analysts Jacob Morgan and Alyson Clarke break it all down.
Read More
Blog
Channel Software Tech Stack 2020 — PRM, TCMA, Ecosystem, Incentives, Channel Data, Learning, Readiness, And Pricing
Ecosystems don’t run on spreadsheets anymore. Principal Analyst Jay McBain provides a detailed look at the channel software market and its ability to help drive business and relationships.
Read More
Blog
The Second Forrester New Wave™ On ABM Platform Shows A Maturing Market
It’s been two years since we first evaluated the account-based marketing (ABM) platform market — and a LOT has changed. My just-published “The Forrester New Wave™: ABM Platforms, Q2 2020” report shows that at the landscape level, numerous vendors moved out of or into this space. But it’s also true that 10 of the vendors […]
Read More
Infographic
Marketing’s Customer-Obsession Paradox
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.
Read More
Podcast
How Marketing Became Too Personal
Marketers’ efforts to get to know customers via data collection and personalization may be driving them away instead. On this week’s What It Means, Vice President and Group Director Melissa Parrish discusses what’s gone wrong and how marketers can end the disconnect.
Listen Now
Blog
Channel Automation Becomes Table Stakes For Partnership Success
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 […]
Read More
Blog
Meet Your Newest B2C Martech Analyst
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 […]
Read More
Blog
The New Era Of Marketing Strategy
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.
Read More
Blog
Marketing Cloud Vendors Pick Up Where CDPs Left Off
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 […]
Read More
Blog
Channel Software Tech Stack (2019) — INFOGRAPHIC
*** ALERT: NEW 2021 STACK NOW PUBLISHED HERE! *** (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, […]
Read More
Blog
These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs
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. […]
Read More
Blog
Introducing The Forrester Automation Framework
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 […]
Read More
Podcast
The New Role Of Marketing
Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success.
Listen Now
Blog
Global Marketing Automation Spending Will Reach $25 Billion By 2023
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 […]
Read More
Blog
Through-Channel Marketing Represents The Third Stage For Sales And Marketing Leaders
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. […]
Read More
More posts