Steven Casey
VP, Research Director at Forrester Research
Vp, Research Director at Forrester Research. Husband, dad, son, brother, cyclist, gear head. Views are my own.
Articles
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1 month ago |
forrester.com | Nikhil Lai |Brian Hopkins |Steven Casey
GenAI Mirrors Search ExperiencesBecause of genAI, all search experiences are increasingly conversational, assistive, and agentic. Consequently, distinctions between search experiences disappear. Perplexity and Rufus, Amazon’s shopping assistant, both leverage genAI-integrated search, blurring the line between search engine and site search experiences. Like Rufus, Perplexity’s shopping assistant rapidly summarizes reviews, compares features, and requires only one click to buy.
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1 month 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.
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Get involved in #Forrester's newest B2B #marketing study, investigating the State of #ABM and its relationship with Demand Marketing. Respondents get access to the findings. Deadline is Friday, Jan 21. Thanks in advance! https://t.co/p3UNlTo07K https://t.co/1OGzGuVOML
All due credit to our colleague @nbriggsB2B for doing the foundational work that resulted in this very slide and provided the jumping off point for the presentation @bobpetersonmn and I delivered this week at #ForrB2BSummit!
"It is wholly inefficient to have an artificial dividing line between our #ABM and #demand programs and have separate teams and people and processes and infrastructure," said @caseysteve at @forrester #ForrB2BSummit #truth #b2bmarketing https://t.co/AfI4pWHyNC
Demandbase’s Acquisitions And Solution Expansion Highlight Accelerating #ABM And Martech Evolution https://t.co/CO5GmatR3O via @Forrester https://t.co/38EI50dstO
