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.
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Insights
Blog
The Key To AI Success? Don’t Start With The Technology
With all the relentless buzz about AI, it’s easy to start with the tool and then go searching for a way to use it. The problem with that is you’re letting the technology, not your customers and your goals, drive your strategy. Set your company up for success with AI by following these steps.
Blog
2025 B2B Marketing Predictions For Indian CMOs
Earlier this month, we wrapped up Forrester’s India Predictions 2025 event. I look forward to this event every year, and this year was no exception. This year’s event for India saw record turnout, with over 350 participants across three cities in India including marketing and tech leaders.
Gain B2B Marketing Insights At Forrester’s Phoenix Summit!
Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.
Blog
B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
Blog
Social Suites Mature With New AI Workflows And Expanded Use Cases
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
Blog
Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
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AI Readiness Is Already High In Advanced Frontline Marketing Teams
Learn more about what is driving AI readiness and adoption in frontline marketing in this preview of a new report.
Blog
“AI Responsibly” With GenAI In Martech
Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech).
How Will 2025 B2C Trends Shape Your Strategy?
Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.
Blog
Marketers In APAC: Unlock Greater Value With Adjacent CDP Functionalities
As an analyst closely observing the martech landscape, I’ve seen customer data platforms (CDPs) become indispensable for marketers in APAC. My latest report, The State Of Customer Data Platforms In Asia Pacific, 2024, uncovers the following insights: The popularity of CDPs continues to grow in APAC. Rising consumer awareness around data privacy and tighter regulations […]
Blog
Customer Data Platforms Show That Playing The Long Game Pays Off
Forrester has published The Forrester Wave™: Customer Data Platforms For B2C, Q3 2024. It’s an exciting moment because this is the very first Forrester Wave evaluation for this category. Given the heavy buyer and vendor interest in customer data platforms (CDPs), it evokes the obvious question: “What took you so long?!” For context, consider the […]
Blog
Announcing The Forrester Wave™: Adobe Services, Q3 2024
Time flies. For the third time, I’ve published a global Forrester Wave™ evaluation covering Adobe services. We began covering this important market in 2020 and witnessed a surge in demand for digital experience services in 2022 during the COVID-19 pandemic peak. Now, in 2024, we’ve evaluated the 12 prominent Adobe services providers, considering the impact […]
Blog
Converging Platforms For Greater Efficiency: The Rise Of Revenue Marketing Platforms
The proliferation of data and the shift towards buying groups have set MAP and ABM platforms on a collision course. It also has paved the way for what we now call Revenue Marketing Platforms — an innovation that merges the best of both MAP and ABM into a single, comprehensive hub.
Make The Right Marketing Budget Moves In 2025
Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.
Blog
Summer Heats Up With PathFactory Acquisition Of Uberflip
In a move that combines two content engagement solutions focused on AI-driven personalization and content intelligence, Pathfactory acquires Uberflip. Learn some of the implications to the deal for marketing organizations and leaders.
Blog
Four Questions To Ask When Selecting An All-In-One Event Management Platform
Too many organizations treat their event technology as a tactical rather than strategic asset, with different teams selecting and deploying solutions in silos. This leads to wasted resources, overlapping capabilities, and data silos. Consolidating on to a single all-in-one event management platform (EMP) solves these challenges and also helps teams deliver more personalized and digital-centric […]
Blog
The Global State Of B2B Events — Eight Key Findings On Event Trends From Forrester’s Recent Survey
Over the past four years, marketers have navigated unprecedented change in the B2B event sector as first the pandemic and then inflation impacted their plans. To help leaders better understand this dynamic landscape, Forrester’s Q1 2024 State Of B2B Events Survey gathered responses from over 200 event decision-makers to identify and analyze the key trends. […]
Podcast
Top 10 Emerging Technologies For 2024
The pace of technology innovation can make it hard to keep an eye on the tech horizon. In this episode, Vice President of Emerging Tech Portfolio Brian Hopkins walks through this year’s list of the top 10 emerging technologies, describing when each technology will bring value to users.
Blog
Call For Entries: Forrester B2B Summit APAC 2024 Awards
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
Capture & Prove Marketing’s True Value Beyond Sourcing Metrics
Download our measurement toolkit to discover demand performance indicators and metrics to reveal marketing’s real business impact across complex buyer journeys.
Blog
A Guide For Understanding The Marketing Analytics Landscape
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
Blog
A New Supergroup For Revenue Technology Emerges: Revenue Orchestration Platforms
In the world of revenue technology, three distinct categories have converged to form a new supergroup of revtech capabilities. Learn more about revenue orchestration platforms in this preview of a new report.
Blog
Adobe Journey Optimizer – B2B Edition Makes Buying Group Adoption Easier
Adobe has announced the Adobe Journey Optimizer - B2B Edition, which allows B2B marketers to create buying groups and orchestrate journeys for buying groups at scale. This new functionality helps B2B organizations align with sales, target buyer roles more effectively, and measure marketing’s impact on revenue.
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