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

Blog

Announcing Forrester’s First Now Tech On Cross-Channel Campaign Management In Asia Pacific

Xiaofeng Wang March 23, 2021
In case you missed it, our Now Tech report on cross-channel campaign management (CCCM) in Asia Pacific is out, which covers 27 key CCCM players in the region. Contextual, relevant, and personalized are the three words that every customer longs for and every marketer strives for. The pace of consumer behavior change has mutated this […]
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Blog

Are You Ready For The Convergence Of ABM And Demand Technologies?

Steven Casey January 7, 2021
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™ […]
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Blog

You Can Quantify The ROI Of SEO

Collin Colburn November 19, 2020
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 […]
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Blog

Predictions 2021: Agencies Swarm Talent With Technology

Jay Pattisall October 28, 2020
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.
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Blog

The SEO Platform Landscape Is A Cheese Board Of Point Solutions

Collin Colburn September 9, 2020
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.
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Video

The Future Of Banking: Invisible, Connected, Insights-Driven, And Purposeful

Alyson Clarke July 30, 2020

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Blog

The Future Of Banking Has Arrived

Jacob Morgan July 29, 2020
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.
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Blog

Channel Software Tech Stack 2020 — PRM, TCMA, Ecosystem, Incentives, Channel Data, Learning, Readiness, And Pricing

Jay McBain June 26, 2020
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.
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Blog

The Second Forrester New Wave™ On ABM Platform Shows A Maturing Market

Steven Casey June 10, 2020
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 […]
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Infographic

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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Podcast

How Marketing Became Too Personal

What It Means November 14, 2019
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.
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Blog

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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Blog

Meet Your Newest B2C Martech Analyst

Stephanie 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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Blog

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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Blog

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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Blog

Channel Software Tech Stack (2019) — INFOGRAPHIC

Jay McBain November 22, 2018
*** 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, […]
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Blog

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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Blog

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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Blog

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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