Tech Tide Report

The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020

October 29th, 2020
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
With contributors:
Laura Ramos , Caroline Robertson , Lori Wizdo , Jay McBain , Mary Shea, PhD , Meredith Cain , Jennifer Zhang , Kara Hartig

Summary

B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of 19 technology categories that support planning, executing, and optimizing customer engagement for today's self-directed digital-first buyers. B2B marketers should read this report to shape their firm's investment approach to these technologies.

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