For Customer Insights Professionals

Let's Revisit The Enterprise Marketing Software Landscape (Again)

    Why Read This Report

    The role of technology to drive customer-obsessed marketing has grown since Forrester first charted the landscape in 2007. We saw signs of category consolidation in 2012, and new capabilities are emerging today to serve the changing needs of marketers. What's new in 2014? Marketers' sophistication, ever-changing consumers, and the vendor "marketing cloud wars" have reshaped the 2012 categorization of enterprise marketing software into four new capabilities that drive contextual marketing: analytics, insights, marketing automation, and interactions. This report, now part of the cross-channel campaign management playbook, is an updated version of our February 14, 2012, "Revisiting The Enterprise Marketing Software Landscape" report.
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    TABLE OF CONTENTS

    • Marketers Rely On Technology To Deliver The Full Brand Experience
    • The Four New Categories Of Enterprise Marketing Software
    • Context Drives Marketing Technology Forward
    • RECOMMENDATIONS

      Take Stock Of Your Marketing Technology Stack
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