(Length: 10 pages)

December 5, 2005

Topic Overview: Marketing Automation

by Elana Anderson

with Eric Schmitt, Shar VanBoskirk


Executive Summary (This is a document excerpt)

New consumer behaviors, interactive channels, pressure to improve the ROI of marketing spending, and the challenges of integrating marketing programs require that companies rethink marketing's role, redefine the marketing organization, and build new processes. Forrester's marketing automation technology research helps marketers understand the crucial role that technology plays in enabling this transformation and how technology can be brought to bear to address the marketing organization's most critical business challenges.

TABLE OF CONTENTS

NOTES & RESOURCES

itemWhy Marketing Automation Matters

itemForrester's Take On Marketing Automation

itemThe Basics

itemBest Practices

itemTrends And Forecasts

itemVendor And Product Comparisons

itemRelated Topics

itemB2B Marketing

itemCustomer Experience

itemCustomer Relationship Management

itemUpcoming Research

itemFor More Information

Forrester compiled its most pertinent research on marketing automation to provide an overview of our research and perspectives on this subject.

Related Research Documents

itemThe State Of The Customer Database

July 18, 2005, Trends

itemOrganizing For Customer-Centric Marketing

July 7, 2005, Best Practices

itemThe Marketing Technology Backbone

September 30, 2004, Forrester Big Idea

itemMarket Landscape: Consumer Marketing Platforms

December 11, 2003, Brief








Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology: Marketing & Advertising, Marketing Automation
Geography: Asia Pacific, Europe, North America

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