B2B SaaS Provider · vs · Agency & Consultancy
eMarketer vs Forrester
Structured technology and market comparison · 2026
Direct Feature Comparison
eMarketer · vs · ForresterB2B research platform for media, advertising, and commerce intelligence.
Enterprise research, advisory and benchmarking subscriptions for business leaders.
Comparison Analysis
What is the main difference between eMarketer and Forrester?
When comparing eMarketer and Forrester, both platforms operate within the B2B SaaS Provider and Agency & Consultancy ecosystem. eMarketer is positioned as B2B research platform for media, advertising, and commerce intelligence, whereas Forrester focuses on Enterprise research, advisory and benchmarking subscriptions for business leaders. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to eMarketer and Forrester?
When evaluating eMarketer and Forrester, enterprise buyers also consider other platforms in B2B SaaS Provider and Agency & Consultancy. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
Market Signals
Recent Market Signals & Activity: eMarketer vs Forrester
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
eMarketer
Recent Signals
- ·https://martech.org/feed/CTV
B2B CTV Budgets Need Evidence Now
This article advises B2B marketing teams to run CTV tests before finalizing their 2027 budgets. It argues that without first-party data, CTV budget lines are often cut or based on unverified vendor claims. The piece outlines a 90-day test plan to gather planning inputs on reach, cost, creative viability, and early website signals from targeted accounts. It warns that incrementality and payback cannot be proven in a quarter and recommends a narrow, focused test design with premium inventory. The article also notes industry trends like rising ad loads on platforms such as Prime Video, flattening CPMs, and buyer concerns about inventory quality, citing IAB research.
- B2B teams typically finalize 2027 plans by Thanksgiving.
- A 90-day CTV test can provide planning inputs on reach, cost, creative viability, and early site signals.
- Incrementality and payback cannot be proven within a quarter.
Forrester
Recent Signals
- ·https://martechseries.com/feed/Customer Experience / Analytics
CallMiner Named Strong Performer in Forrester Wave Report
CallMiner, a provider of customer experience (CX) automation powered by conversation intelligence, announced it has been named a Strong Performer in the Forrester Wave: Customer Feedback Management and Analytics Solutions, Q3 2026. In its first inclusion in this report, CallMiner received the highest possible scores in eight criteria, including Vision, AI, Topic Modeling, Natural Language Understanding, Conversation Intelligence, Analytics, Specialization, and Data Masking. The report highlights CallMiner's AI-native vision and its depth in conversation intelligence, pairing text mining with advanced AI. CallMiner aims to help organizations turn customer conversations into actionable intelligence, improving frontline performance and customer outcomes through both human and automated actions. The recognition reflects growing pressure on enterprises to translate AI capabilities into measurable CX value.
- CallMiner was named a Strong Performer in The Forrester Wave: Customer Feedback Management and Analytics Solutions, Q3 2026.
- CallMiner received the highest possible scores in eight criteria, including Vision, AI, and Natural Language Understanding.
- This is CallMiner's first appearance in a Forrester Wave focused on customer feedback management and analytics.
- ·https://martech.org/feed/Industry Analysis
Marketing Tech Relevance as CMO Role Declines
This analysis explores the implications of the declining CMO role for marketing technology. Forrester's 2026 analysis of the Fortune 500 reveals that only 36% of companies still use the CMO title, down from 49% in 2025, with marketing representation on executive teams also falling. The article argues that marketing is expanding beyond the marketing department, with CEOs taking more direct responsibility and new roles like Chief Growth Officer emerging. This shift creates a challenge for martech: it must justify its value in terms of business outcomes like revenue and margin, not just marketing metrics. The article cites gaps between CEO and CMO perspectives on measuring marketing success, and a significant accountability gap in defining marketing ROI. Ultimately, the author argues that martech becomes more relevant as marketing becomes a broader business responsibility, but only if it can connect technology to business performance.
- Forrester's 2026 analysis found only 36% of Fortune 500 companies use the CMO title, down from 49% in 2025.
- Marketing representation on executive teams reporting to the CEO fell to 52%, down from 58%.
- According to McKinsey, only 10% of Fortune 250 CEOs have marketing experience, and 4% have held a CMO-like role.
- ·https://martech.org/feed/AI
Companies Misalign AI Measurement with Customer Value
An opinion piece argues that most companies are measuring AI against internal productivity goals rather than customer value. Epsilon's 2026 benchmark study of 257 marketing decision-makers found 71% use AI for productivity, yet 46% measure its impact by revenue. The article highlights a perception gap between C-level and senior managers regarding AI maturity and value. It also cites data on AI's growing influence in search and retail traffic. The author suggests focusing on customer-centric outcomes and warns against treating AI as a strategy substitute. The piece includes insights from Gartner, Adobe, and Forrester on AI's effects.
- Epsilon's 2026 benchmark study of 257 marketing decision-makers found 71% primarily use AI for productivity, but 46% measure AI performance by revenue.
- Epsilon found 67% of C-level marketers rate their organization as extremely mature in AI, versus 33% of senior managers.
- Adobe found AI referral traffic to U.S. retail sites grew 693% year-over-year during the 2025 holiday season, converting 31% better than non-AI traffic.
Compare their exact ecosystem overlaps.
Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners eMarketer and Forrester share across the market ecosystem.