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For B2C Marketing Professionals

B2C Marketers Consider DIY Approaches To Hack Martech

For The Technically Inclined, Building In-House Offers Tempting Benefits

January 27, 2020

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Why Read This Report

The majority of marketers assemble their marketing technology (martech) stack from commercially available, packaged technology. However, a growing number of firms see an opportunity to take a different path to achieve greater flexibility, accommodate specific marketing and tech requirements, and increase marketing performance. This report addresses the scope of proprietary B2C martech development trends as well as their benefits and risks and identifies when that's a valid option for marketing organizations to pursue.

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Table of Contents

  • Martech Ubiquity Drives DIY Interest
  • DIY Martech Offers Tempting Advantages But Isn't For Everyone
  • Recommendations

  • Consider DIY For Capabilities That Drive Your Business
  • Supplemental Material
  • Related Research Documents

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