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For B2C Marketing Professionals

The Enterprise Marketing Technology Playbook For 2017

Executive Overview: Unlock Customer Context With Marketing Technology

Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the opportunity to shape and execute their firm's business technology (BT) agenda — a to-do list across roles for applying technology, systems, and processes to win, serve, and retain customers. Forrester's enterprise marketing technology playbook guides B2C marketers as they mature from campaign-based to contextual marketing. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy; we revised this edition to factor in new data.
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