marketing technology

Insights

BLOG

Predictions 2019: The Ebb And Flow Of VC Dough

Carlton Doty November 6, 2018

Marc Andreessen once said, “Raising venture capital is the easiest thing a startup founder is ever going to do.” That’s a bit of hyperbole from Marc, but there’s a lot of truth to it if one’s timing is right. Technology startup markets can go through periods of irrational exuberance in which money seems to grow on trees. Those […]

Read More
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. […]

Read More
BLOG

Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition

Lori Wizdo September 21, 2018

I am still catching my breath. Adobe has agreed to acquire Marketo for $4.75 billion. The deal is the biggest in Adobe’s history and a massive encore to the acquisition of Magento for a mere $1.7 billion in May. On the one hand, I find myself proud to be a B2B marketer — to think that […]

Read More
BLOG

Announcing Forrester's Inaugural MRM Evaluation

Rusty Warner August 28, 2018

We are delighted to announce “The Forrester Wave™: Marketing Resource Management, Q3 2018.” Our 35-criteria evaluation includes the eight most significant MRM vendors — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and Workfront. Forrester defines marketing resource management as: enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content […]

Read More
BLOG

Click Summit 2018: The Future Of Experimentation Has Arrived

Joe Stanhope May 11, 2018

This week I was fortunate to attend, participate in, and moderate a session at Click Summit 2018 in Cary, North Carolina. Click Summit is hosted annually by Brooks Bell and her eponymous firm. As an industry analyst, I’m an event connoisseur, and Click is one of my all-time favorites. As expected, Click Summit was well […]

Read More
BLOG

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. […]

Read More
BLOG

Introducing The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018

Jim Nail April 18, 2018

Tina Moffett and I are excited to announce the publication of The Forrester™ Wave: Marketing Measurement And Optimization Solutions, Q2 2018.  This report evaluates eight top vendors’  current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling.   The research revealed two strong insights:  Unified measurement has matured significantly as a capability since we published the first […]

Read More
BLOG

Where To Invest Your Adtech And Martech Dollars

Mary Pilecki April 10, 2018

As a B2C marketer, do you know how you should spend your technology budget? Where should you invest and from which technologies should you divest? These questions can keep marketers up at night as they think about ways to provide contextually relevant experiences to their consumers. However, nearly two dozen Forrester colleagues and I just […]

Read More
BLOG

Modernize Your Martech Stack for Moments

Joe Stanhope 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 […]

Read More
BLOG

Four Forces Drive The Consumer's Tech Stack

James L. McQuivey April 5, 2018

Today I’m on stage in New York speaking to hundreds of marketing executives at our Consumer Marketing Forum 2018. I’m there to unveil the 2018 US Benchmark Data Overview, which for the first time ever we are making available to all Forrester clients. See the report here: The Consumer Tech Stack. The research is exciting. […]

Read More
BLOG

My Sort-Of-Fictional-But-Really-Based-On-Reality Conversations With B2B Marketers About Insights

Allison Snow April 3, 2018

Despite acknowledging that insights-driven firms pack competitive advantage into every decision, marketers give me good reasons every single day that they can’t quite rise to the level of insights they want to. But, as in all things, progress can be as powerful as perfection. Take a look at some of these most common concerns and […]

Read More
BLOG

The CDP Paradox: A Chaotic Category Aspires To Address A Chaotic Challenge

Joe Stanhope March 8, 2018

“What’s your name,’ Coraline asked the cat. ‘Look, I’m Coraline. Okay?’ ‘Cats don’t have names,’ it said. ‘No?’ said Coraline. ‘No,’ said the cat. ‘Now you people have names. That’s because you don’t know who you are. We know who we are, so we don’t need names.” ― Neil Gaiman, Coraline As any marketer knows, names are […]

Read More
BLOG

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 […]

Read More
BLOG

The Forrester Wave: Enterprise Marketing Software Suites, Q1 2018 Is Now Live

Joe Stanhope February 14, 2018

I’m excited to announce the publication of The Forrester Wave: Enterprise Marketing Software Suites, Q1 2018. In our 40-criteria evaluation, we identified the 7 most significant vendors – Adobe, IBM, Marketo, Oracle, Salesforce, SAP, and SAS – and researched, analyzed, and scored them. Forrester defines EMSS as: An integrated portfolio of marketing technology products that […]

Read More
BLOG

US Data Management Platform Market To More Than Double In Five Years

Jennifer Adams December 14, 2017

US companies continue to spend more on ad technology (adtech). In our latest Forrester Data Business Technographics® Marketing Survey, 2017, 60% of US respondents expect to increase spending on adtech this year, versus 45% last year. Almost one-quarter plan to increase adtech spending by more than 10%. With the adtech space, data management platforms (DMPs) […]

Read More
BLOG

From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Joanna O'Connell November 1, 2017

I attended AdExchanger’s semi-annual Programmatic I/O conference last week to absorb the latest in industry talk and get a pulse check on the health and wellness of the programmatic ecosystem. This show was illuminating in that I found signs of both enthusiasm and beleaguerment in equal measure. It felt, in short, like a meaningful corner […]

Read More
BLOG

The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin

Caroline Robertson October 17, 2017

Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]

Read More
BLOG

Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

Xiaofeng Wang October 11, 2017

More marketers in Asia Pacific (AP) are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing — but EMSS vendors’ solution availability and localization efforts vary across the region. My recently published report, Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific, helps marketers understand EMSS vendors’ […]

Read More
BLOG

Why The Convergence Of Adtech And Martech Matters

Mary Pilecki September 14, 2017

As we covered in our recent webinar, the convergence of advertising technology and marketing technology is inevitable — and that’s a good thing for marketers. The union of these two tech worlds is part of an emerging broader marketing mindset shift that focuses on quality rather than scale. Today’s customers demand experiences that are engaging […]

Read More
BLOG

Marketers In Asia Pacific: What Are Your Top Martech Challenges?

Xiaofeng Wang September 13, 2017

Forrester’s 2017 Asia Pacific Martech Challenges Survey is open, and we’re looking for B2C marketers in the region to provide their perspective. If you’re a marketing leader who is involved in marketing technology (martech) decisions and implementations, please take a moment to complete the survey. Marketers in Asia Pacific are increasing their spending on martech. […]

Read More