Marketing Technology (martech)

Marketers have gone full-tilt into marketing technology (martech) to improve engagement. Yet the strategy behind these investments hasn’t always kept pace. Read our insights on using marketing technology to achieve more meaningful and profitable experiences.

Insights

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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Blog

B2B Martech In The Time Of COVID-19

Lori Wizdo August 14, 2020
As the pandemic forces cuts to marketing budgets, marketing technology is the one category expected to be spared. Marketing organizations are leaning on martech to make up for lost time and improve engagement and conversions.
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Blog

Virtual Event Momentum Will Move Strategy And Tech Forward Rapidly

Laura Ramos August 4, 2020
B2B marketers are turning to virtual event solutions as an alternative to physical conferences and meetings during the coronavirus pandemic. Successful marketers start with strategy and define the customer experience they want their online events to deliver. Technology supports this but is ineffective without a solid strategy and set of customer experience goals.
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Video

How Has The Pandemic Impacted Influencer Marketing?

Ryan Skinner July 23, 2020

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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

Announcing The First Forrester Wave™ Covering Adobe Implementation Services

Xiaofeng Wang June 25, 2020
My colleague Ted Schadler and I are excited to announce that “The Forrester Wave™: Adobe Implementation Services, Q2 2020” is now live. Following up the previously published Now Tech report, it’s the first time Forrester has evaluated Adobe services providers’ capabilities globally. In our 24-criterion evaluation of Adobe implementation service providers, we identified the 12 most significant ones globally — Accenture, Adobe, Cognizant, Deloitte Digital, […]
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Blog

Should It Stay or Should It Go? Getting Alignment on Martech Decisions

Katie Linford June 15, 2020
  • Regularly evaluating your martech stack helps ensure your technology continues to provide value and support business objectives
  • During the martech assessment, it can be difficult to get alignment across users, owners, and stakeholders regarding which technologies to maintain or purge
  • Ask five key questions of your technologies to help bring clarity to your decision-making
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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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Blog

Stay Connected To Consumers Via Mobile Engagement Automation

Stephanie Liu May 21, 2020
The COVID-19 pandemic has put a major dent in our mobile lifestyles. But even as many of us shelter in place or stay at home, our smartphones are still with us, offering a necessary link to the outside world. In a typical morning, you can probably expect to receive messages from family members and friends […]
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Blog

Five Ways Marketing Operations Drives a Triumphant Organization During a Pandemic

Cristina De Martini May 14, 2020
  • Companies are having to make quick shifts in programs, processes, and systems due to the pandemic
  • Marketing operations professionals have a unique skill set to streamline processes, enable agility, and mine insightful data that are critical to making fast decisions
  • This pandemic is forcing a digital transformation that marketing operations is equipped to direct
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Blog

How To Decide If An Emerging Marketing Channel Is Right For You

Collin Colburn May 11, 2020
The whole world and economy has changed over the past several months due to the pandemic. The global economy is in a recession. Advertisers are decreasing media budgets, which is leading to decelerating ad revenue for many of Silicon Valley’s largest companies. But consumers are seeking entertainment and connection during this time and are increasingly […]
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Blog

Need to Save Money? Don’t Throw Out Martech That Drives Value

Jeff Clark May 11, 2020
  • When organizations go into cost-saving mode, marketing leaders often look to save on technology and service expenses to preserve staff and program budgets
  • At this point, operations staff must evaluate the entire stack to ensure that each tool still provides value and drives team productivity
  • SiriusDecisions has a proven approach to auditing the tech stack to identify what works, what can be removed, and what needs a little help to drive more value
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Blog

Why Now Is The Perfect Time To Negotiate Cost Reductions With Software Vendors

Mark Bartrick May 5, 2020
Worker layoffs and furloughs aren’t the only way to quickly reduce costs. Here’s how to start conversations with your vendors today.
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Blog

Dive Into Moments-Based Marketing At CX North America

Joe Stanhope May 5, 2020
To bring moments-based engagement to life, marketers will need a new approach to recognize and act on moments and new planning techniques to establish balance between moments and campaigns. To pull it off, they’ll need the data and technologies that can turn signals into insights and to identify the moments that matter and deliver interactions precisely at the right time.
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Blog

Your Global Martech Stack Isn’t Cutting It In China

Xiaofeng Wang April 8, 2020
More and more marketers at global brands in China, such as Coca-Cola, McDonald’s, Volkswagen, and Walmart, are replacing their globally contracted marketing technology (martech) vendors with viable Chinese ones. They have realized that deep localization is the only way to succeed. This requires not only China-specific marketing strategies and local decision-making power but also deep […]
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Blog

Measure What Matters: Unlocking The Power Of Partner Ecosystems Demands Powerful Measurement

Jay McBain March 18, 2020
Legacy metrics don’t reveal the true impact of partner ecosystems. Now more than ever, channel organizations must demonstrate the business impact of their budgets.
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Blog

Modern Marketers Must Manage Measurement

Rusty Warner March 11, 2020
Measuring marketing performance is not just a tongue twister; it’s hard work. Channel-specific metrics cause headaches, and reporting is a hodgepodge of data sources and dashboards from multiple martech and measurement tools. It’s even harder to align marketing performance metrics with customer-focused business objectives, but marketers can no longer pat themselves on the back for […]
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Blog

Find The Marketing Planning And Operations Tool That Meets Your Needs

Stephanie Liu March 5, 2020
Wouldn’t it be great if marketers had a tool that let them plan, manage, and execute marketing activities? I hear this from B2C marketers looking to streamline creative production processes or coordinate campaigns across teams. Thankfully, there’s an entire category of tools that do just that: marketing resource management (MRM). As I explained a few […]
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Blog

The Top Five Soft Spots in Managing Martech

Jeff Clark February 26, 2020
  • Scalable growth requires a delicate balance between hiring and upskilling the right people, implementing efficient processes, and deploying the right technology
  • Organizations often experience an inflection point at which technology acquisition outstrips adoption or rudimentary systems hamstring talented people
  • Successful technology planning includes an assessment of required skills development and process improvements that will spur growth
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Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 3

Rusty Warner February 18, 2020
In December, B2C marketing analysts Joe Stanhope and Rusty Warner and B2B marketing analyst Lori Wizdo hosted the second annual martech roundtable to help marketers make informed decisions against the backdrop of these exciting and disruptive trends in marketing technology. In the third and final installment of our martech roundtable webinar recap, we’ll discuss important […]
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