Christina Schmitt

3 weeks ago | forrester.com | Steven Casey |Rick Parrish |Christina Schmitt

What does B2B marketing and selling have to do with checkers and chess? For decades, marketers focused on the quantity of individual leads (marketing-qualified leads, or MQLs) that they could pass through to sales — akin to how players in checkers push identical pieces across a board. More recently, with the shift to buying groups, checkers evolved into chess, where the pieces have many different roles and powers.

3 weeks ago | forrester.com | Phyllis Davidson |Christina Schmitt |Dipanjan Chatterjee

I’ve had the privilege to take over Digital Asset Management (DAM) system research from my Forrester colleague, Chuck Gahun this year, which means I’ve spent the last 60 days immersed, receiving briefings from several dozen vendors, attending events including the Henry Stewart DAM conference in Los Angeles, and getting the scoop on content supply chain at Adobe Summit.

4 weeks ago | forrester.com | Christina Schmitt |Sharyn Leaver |Jessie Johnson

E-commerce isn’t just changing; it’s undergoing a metamorphosis. For those at the helm of B2B organizations, the digital routes-to-market is a beast that demands not just feeding but understanding and anticipation. The architecture of your e-commerce ecosystem decides your trajectory in this dynamic realm—will it be a rocket ship to stellar growth or an anchor in shifting sands? More Than a Blueprint: Reinventing the E-Commerce Ecosystem.

Jan 9, 2025 | forrester.com | Emily Collins |Kelsey Chickering |Christina Schmitt

One of the largest insurance and financial services providers in the US, Nationwide offers a diverse portfolio of products and services to both consumers and businesses. Because most sales are generated through intermediaries, Nationwide has employed marketing mix modeling (MMM) to measure marketing performance for nearly a decade. The company recently overhauled its approach, starting with the decision to centralize marketing measurement within its newly established marketing operations team.

Jan 8, 2025 | forrester.com | Phyllis Davidson |Kelsey Chickering |Christina Schmitt

Back in March 2023, I published “The Future of B2B Content,” a report that I reflected upon in recent weeks when my colleague Jessie Johnson and I published a new report, “In the Age of AI, Marketers Need to Rethink Content Intelligence.” In the first report, I proposed that marketers must take a fresh look at the nature of content, pointing out that instead of thinking of content as a container of information that’s pushed to an audience, marketers must leverage content as data in an...