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Forrester MarTech

Forrester MarTech

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Forrester's insights on marketing technology trends and strategy

Recent Posts

From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
News•Feb 12, 2026

From Pandemic Peak To Practical Reality: The New Virtual Event Landscape

The episode examines how virtual events have shifted from lengthy, multi‑session formats to shorter, single‑session webinars, emphasizing data capture, integration, and content repurposing. It outlines seven key criteria for selecting a virtual‑event platform, including flexibility across formats, martech integration, strategic use of event data, post‑event content extension, audience experience, vendor stability, and total cost of ownership. The host references Forrester data and a new landscape report that highlights market maturity and the move toward commoditized core features, with differentiation now driven by data and marketing value. Listeners gain practical guidance for navigating the evolving virtual‑event technology market.

By Forrester MarTech
Four Takeaways On The State Of Social Suites
News•Jan 14, 2026

Four Takeaways On The State Of Social Suites

The episode highlights how social suites have become essential in martech, evolving from basic management tools to unified platforms that combine content planning, listening, creator marketing, and customer response. Four key takeaways are discussed: AI is moving from assistive to...

By Forrester MarTech
Seven Roles, One Goal: How To Organize For Answer Engine Optimization
News•Dec 19, 2025

Seven Roles, One Goal: How To Organize For Answer Engine Optimization

The episode explains that Answer Engine Optimization (AEO) demands a dedicated Center of Excellence (CoE) to coordinate seven cross‑functional roles—including content, web development, paid search, social, PR, and brand marketing—to boost visibility in answer engines. It highlights how social listening,...

By Forrester MarTech
SEO’s Hype-Fueled Move To The Center Of The Marketing Mix
News•Nov 24, 2025

SEO’s Hype-Fueled Move To The Center Of The Marketing Mix

The episode explains how SEO, revitalized by AI tools like ChatGPT, has become central to marketing and is closely aligned with the emerging discipline of Answer Engine Optimization (AEO). While AEO differs technically—relying more on Bing’s index, less sophisticated bots,...

By Forrester MarTech
What Factors Are Driving B2B Marketing’s AI Adoption?
News•Oct 20, 2025

What Factors Are Driving B2B Marketing’s AI Adoption?

Forrester’s survey of over 1,000 B2B marketing leaders finds AI adoption has moved well beyond exploration, with many organizations actively experimenting or deploying AI across marketing use cases. Top decile “leading adopters” distinguish themselves by close CMO–CIO partnerships, stronger data‑driven...

By Forrester MarTech
TransPerfect Acquired Unbabel Prior to Forrester's TMS Wave Report
Deals•Sep 10, 2025

TransPerfect Acquired Unbabel Prior to Forrester's TMS Wave Report

Forrester's Q3 2025 TMS Wave notes that TransPerfect completed the acquisition of Unbabel prior to the report's publication. Both vendors were evaluated independently in the report; financial terms and exact closing date were not disclosed.

Forrester MarTech