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IBM Sells Out — Another Marketing Cloud Bites The Dust

Joe Stanhope 6 days ago
On April 4, IBM announced plans to sell its marketing technology (martech) assets to investment management firm Centerbridge Partners. Upon completion of the deal, likely midyear following the customary regulatory and closing requirements, Centerbridge will form a new, standalone company based around the former IBM tech. Current IBM Watson Marketing leadership and staff will continue […]
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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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What CIOs Can Learn From Fleetwood Mac About Marketing

Caroline Robertson March 5, 2019
Here at Forrester, we love all things music. Each office floor has a different musical theme, and all the rooms are named after popular musicians of the time. It’s not uncommon to have a team meeting in Guns N’ Roses or an afternoon phone call in Jackson Browne. So it seems natural to think of […]
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Lessons From CES 2019: Consumer Technology Drives Brand Experience

What It Means January 17, 2019
Consumers have more tech at their disposal than ever before. And it has fundamentally changed how they experience brands. VP & Principal Analyst Dipanjan Chatterjee discusses the latest from CES 2019 and why marketers must understand the impact of consumer tech. 
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Untangling The Martech Knot

What It Means January 10, 2019
Martech changes, provides value, offers vaporware, and proliferates on a regular basis. So where does this leave marketers? Forrester Analysts Joe Stanhope, Rusty Warner, and Lori Wizdo help you untangle the martech knot . . . before your marketing org gets jumbled up.
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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 […]
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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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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 […]
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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 […]
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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 […]
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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. […]
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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 […]
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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 […]
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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 […]
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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. […]
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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 […]
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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 […]
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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 […]
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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 […]
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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) […]
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