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For Customer Insights Professionals

Brief: Consider Regional Factors When Evaluating Enterprise Marketing Software Suites

Sourcing Marketing Capabilities In Asia Pacific Markets

July 15, 2015


Why Read This Brief

Customer insights (CI) professionals tasked with creating relevant and engaging experiences for customers need a formal approach to evaluating enterprise marketing software suites (EMSS). The Forrester Wave evaluation of EMSS vendors rated the major global players in this market on 46 criteria. Organizations based in Asia Pacific (AP) should augment Forrester's global evaluation with market-specific considerations. This report identifies regional trends in the adoption of enterprise marketing solutions and outlines key factors that CI pros and other marketing professionals should consider when making EMSS investments targeting AP.

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Table of Contents

  • Marketing Technology Is Central To The BT Agenda
  • Evaluate Solutions Based On Empowered Customers' Expectations

  • Act Now To Flesh Out Your Enterprise Marketing Capabilities
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