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

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

Jay McBain June 26, 2020
^CLICK IMAGE FOR FULL SCREEN^   The channel technology stack is a group of technologies that firms leverage to plan with, find, recruit, onboard, develop, enable, incentivize, cosell with, comarket with, manage, measure, and report on partners. Delivering automation of indirect sales processes, workflows, and partner programs, channel software is becoming increasingly critical to a […]
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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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A New Marketing Era

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

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

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

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 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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Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 2

Lori Wizdo 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 part two of our martech roundtable webinar recap, we’ll delve into high-level marketing trends […]
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Blog

Introducing The Forrester Now Tech: Adobe Implementation Services, Q1 2020

Xiaofeng Wang February 16, 2020
Adobe is the most purchased marketing technology software vendor globally, according to the Forrester Analytics Global Business Technographics® Priorities And Journey Survey, 2019. Despite the fact that Forrester has been covering services research for major tech vendors such as Oracle, Salesforce, and SAP, we haven’t done it for Adobe until now. As the first step, […]
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Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 1

Joe Stanhope February 12, 2020
Navigating the marketing technology ecosystem is more challenging than ever before. These takeaways from our recent martech roundtable webinar can help marketers make informed decisions.
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Blog

Marketers, You Might Hate Abiding By New Data Restrictions, But Doing Nothing Isn’t An Option

Tina Moffett February 5, 2020
If marketers don't learn to adjust processes to the rapidly changing data landscape, they risk fines and consumer alienation.
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Blog

B2C CDPs Need To Survive Before They Can Thrive

Joe Stanhope January 27, 2020
B2C customer data platforms (CDPs): all the hype, none of the follow-through. That summarizes the analysis of the CDP space in our inaugural report on the category in 2018. We continue to field client inquiries about the CDP market — but the tone from marketers has grown increasingly skeptical, and vendors are asking less about […]
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Video

B2B Marketing And Sales: Combat Digital Sameness With Video

Nick Barber November 22, 2019

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Blog

Yes, Really! Two Cross-Channel Campaign Management Forrester Wave™ Evaluations

Rusty Warner November 19, 2019
Don’t let the name fool you. Even though the category is cross-channel campaign management, CCCM is more than just campaigns. CCCM technology is evolving to address contextually relevant customer interactions, and marketers are turning to CCCM solutions to support their moments-based marketing capabilities. See our “The Future Of Enterprise Marketing Technology” report for more details […]
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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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