CMOs will need to drive customer obsession within their firms, rather than simply guiding ad procurement and promotions, according to Forrester’s 2021 prediction. This means marketing teams will need to put the customer at the center of everything they do, including leadership, strategy and operations.

Planning, embracing change and transforming familiar approaches will be critical to success for B2B leaders, according to Forrester's SiriusDecisions research team​. And leaders across the revenue engine will need to accelerate the shift toward digitisation, buyer-centricity and customer obsession.

Leading brands like Alibaba will come to differentiate with ethical marketing to build long-term value off the back of the COVID-19 crisis, according to Forrester.

Five trends will permanently change business and tech as a result of the coronavirus pandemic, according to a new report from Forrester. The New, Unstable Normal describes how, despite healthcare and management procedures, COVID-19 will profoundly impact the next decade.

The 13 most significant email marketing providers have been identified by the Forrester Wave: Email Marketing Service Providers Q2 2020 report. It nominates Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, Dotdigital, Epsilon, Exponea, Iterable, Oracle, Salesforce and Zeta Global as significant using a 23-criterion evaluation to score them for their B2C marketing offering.

In times of crisis, uncertainty and complexity, we all seek reassurance from the businesses and institutions supporting us. And as the COVID-19 pandemic hit, one channel customers sought such reassurance from is the humble call centre.

Ever heard that saying, “Necessity is the mother of invention”? Well, the COVID-19 crisis is the very mother of situations organisations and marketers must innovate their way through right now.

Forrester has released The Forrester New Wave: EX Management Platforms for Large Enterprises, Q1 2020, naming Qualtrics, Confirmit, Medallia, and MaritzCX as leaders in employee experience management (EX) platforms.

Marketing leaders in Australia and the wider Asia-Pacific region rate growth through new offerings as a higher priority than their peers in other regions, according to Forrester SiriusDecisions’ latest global B2B CMO study, which includes North America and Europe, the Middle East and Africa (EMEA).

The Forrester Wave: Marketing Resource Management Q1 2020 is out, with Aprimo and BrandMaker leading the pack.

Customer feedback management (CFM) platforms and are becoming increasingly crucial in the martech stack and vendors including Clarabridge, Medallia, InMoment, Qualtrics and Confirmit are leading the way​.

If you’ve been around the marketing traps for the last year, you may have heard of ‘Zero Party Data’. However, you may be unclear as to what it actually is. It is a fancy way of saying first party data? Is it is different kind of data altogether? Are we not already inundated with too much data? How many more data categories do we really need as marketers?

Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.

Businesses that lose sight of the human element in CX risk not seeing the benefits to the bottom line when undergoing digital transformation. That’s the stark message from Forrester for brands grappling with the rising expectations of customers.

IBM is offloading its marketing and commerce technology portfolio to private equity in order to spin off the offering into a new commercial entity. But several analysts are questioning whether the decision will provide the focus needed to succeed in the rapidly evolving martech landscape.

The customer feedback management (CFM) market in the Asia Pacific is growing as more marketers see the technology as vital to transforming customer experience (CX).

​Forrester has released its Forrester Wave: Customer Feedback Management Platforms, Q4 2018 report, detailing the nine providers who are transforming customer feedback management (CFM) and therefore the customer experience (CX).

Experience-led businesses are putting long-term engagement over short-term wins, investing in a combination of people, process and technology, have more comprehensive leadership buy-in and are seeing stronger revenue and customer wins as a result.

Like a lot of companies, being old isn’t good enough anymore for Perpetual, its senior manager of digital content, John Joyce, said.

All the latest martech and adtech news from Experian, SDL, Tableau, HubSpot, TubeMogul, Magento, Oracle, NetSuite, Verint, Integral Ad Science and The Trade Desk.

​Consumers are increasingly empowered by new technologies, rich information resources and a wide choice of brands, and are increasingly demanding digital innovation from businesses, according to a new report by Forrester.