You have to feel bad for marketers: For years, they’ve tried to keep pace with changing buyer behaviors and adapt to the cross-device and cross-channel habits of their customers. To guide their progress, they’ve fallen back on familiar routines: benchmarking against past performance, optimizing short-term results, and pushing people through the sales funnel. The problem […]
This week, The Home Depot announced that it is pressing the gas further on its digital initiatives by augmenting its existing 2,800 person tech team with another 1,000 IT, product and CX tech workers. What’s behind this? Not one to rest on its laurels, The Home Depot knows that it needs to grow its digital […]
In 2017, 92% of global B2B marketing decision makers said that improving the ROI of marketing or effectiveness of marketing would be among their top marketing initiatives over the 12 months that followed. Turns out this was a bit of a pickle, because 77% of the same group of respondents said that lacking the ability […]
Mark Zuckerberg’s testimony before the U.S. Senate didn’t sway us from our previously posted perspective, at least in terms of what Facebook’s fiasco means for marketers. If you are looking for more catastrophizing around the near-term death of social marketing, you’ve come to the wrong blog post. What did catch our attention: how poorly the […]
None of us are new to watching video content, thanks to over a century of “moving pictures” through cinema and many decades of television programming. Fast-forward to the past few years when video content has largely gone online. Video has become just as ubiquitous for companies as it has for self-made vloggers and YouTube prodigies. In […]
It’s good times for Canadian and US life insurance companies. Job and some slight wage growth has spurred an increase in life insurance sales, both through the employer as well as individual life insurance sales. At the same time, 90+ million Millennials are moving into the life stages of home ownership, parenthood, and marriage that […]
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: Uni...
There is a sense of urgency in Asia to capitalize on AI, not only to compete but to lead globally. Appier, established 6 years ago in Taiwan, is one of these firms. I recently attended their first analyst event in Taipei to better understand how this company approaches the AI opportunity and how it helps […]
Top B2B marketing leaders think carefully and thoroughly about which markets represent the best fit for their offerings. Account-based marketing (ABM) is the most recent embodiment of this practice – what is generally called go-to-market strategy. Old timers (like me!) hear the ABM hoopla and think “wasn’t this called major* account management 10 years ago?” […]
I would like to introduce myself as a new member of Forrester Data’s data science team. Before joining Forrester, I studied economics at McGill University, where I developed a skillset in quantitative analysis and knowledge of the incentive-driven behaviors fueling today’s consumer-driven economy. I am excited to utilize what I’ve learned in my studies to […]
Jim Nail and I are excited to announce the publication of The ForresterTM 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 [...
One of the positive consequences of having fantastic speakers and robust conversations at Consumer Marketing this year is that we have a backlog of questions from the audience that we weren’t able to address on stage. Here are just a few of the remaining questions that fellow marketers had for Jenny Storms, CMO of NBC […]
The focus on government CX is not a fad. The new Improving Customer Experience cross-agency priority (CAP) goal in the President’s Management Agenda makes that crystal clear. The goal requires federal agencies to match the private sector and make creating a “modern, streamlined, and responsive experience” a “focal point for agency leadership.” What’s more, the […]
The news of Martin Sorrell’s resignation signals a crisis for WPP, as its’ stock dropped 7% Monday and discussion of breaking up the company into smaller pieces grows. However, rather than bend to the pressure of market volatility, WPP should take this rare moment of reflection to re-invent itself. Sorrell’s resignation not only ends […]
My first job (other than being a barman at college) was designing and developing an ERP system for a ship repair yard on the River Tyne. This was Circa 1995, a time when the ship building and repair industry in the UK was twitching its last death spasms. It was an industry in the final […]
Account-based marketing (ABM), demand generation, social selling, channel marketing, go-to-market strategy, marketing mix, campaign execution and almost anything that today’s B2B marketer worries about hinges on having relevant content that engages your buyers. My colleague, Ryan Skinner, defines content marketing as: A marketing strategy where brands create interest, relevance, and relationships ...
Social selling is one of my B2B Marketing and Sales team’s top inquiry topics. We’ve also helped numerous clients plan and execute effective social selling programs. Given this and the recent report that Mary Shea just published, New Tech: B2B Social Selling Tools, Q1 2018, I thought now would be a great time to touch […]
What do the following companies have in common? Southwest Airlines FTD AARP Stumped? They’ve all made significant progress on digital transformation. And they aren’t alone in undertaking these initiatives. You’ve heard the term “digital transformation” quite a bit over the last few years. But it can be a puzzle. Why? Because people can stretch the […]
My fellow Forrester analysts have been covering the data and privacy implications of the Facebook/Cambridge Analytica scandal in several excellent blog posts, such as this one and this from yesterday but this scandal has highlighted some CIAM-specific implications that CISOs and CMOs need to assess, particularly around the future role of social login. For those […]
We’ve just released a major new report, The CIO’s Guide To Automation, AI, And Robotics. We find that, to stay ahead, CIOs, CTOs, CDOs, and other executives integrating leading-edge technologies into their companies’ operations and business models must turn their attention to automation technologies, including intelligent machines, robotic process automation (RPA) bots, artificial intelligence, an...
“…would not reasonably expect.” Those four words form the basis of a fair and ethical data practice. Today, as he was questioned by the Senate Judiciary and Commerce committees, Mark Zuckerberg made it clear that, even today, he isn’t concerned with what users might reasonably expect him to do with their data, as long […]
Brands know that video resonates with their buyers, but if you’re new to producing video, the format can be daunting. There’s a great opportunity for B2B marketers to use video to help distill and showcase their company’s big ideas. In our report A Blueprint For Successful B2B Video Marketing we outline 3 steps that marketers […]
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 […]
SAP’s customers CIOs need to pay close attention to its announcement today with more details about how it intends to modernize its software licensing model. Please dont think that ‘software licensing’ is an esoteric topic that you can delegate to someone a level or two down in your organization. It isn’t. There is a lot […]
Artificial intelligence (AI) is a widely-discussed topic in the software market. To assess how software vendors are using AI, we conducted a survey of two dozen ePurchasing and contract lifecycle management (CLM) vendors about how they were creating, sourcing, offering, and pricing AI features and functions. The key finding in our report (see AI Drives […]
Earlier this year, Forrester’s South African PR team approached me with an opportunity to share a bit of our B2B thought leadership worldwide. Mark Eardley, Johannesburg-based author and a regular column contributor to Marklives.com, came across our team’s predictions for 2018. He was delighted to find a kindred-spirit in heralding a revival and reawakening in B2B […]