Summary
B2C marketers must integrate investments from multiple vendors to assemble their own unique marketing technology (martech) ecosystem. Working with enterprise marketing suite (EMS) vendors provides foundational elements, while best-of-breed point solutions complement core functionality. This report and the accompanying reference guide help B2C marketers understand how martech investments align with other enterprise solutions to address 130 functional areas across seven marketing, digital, and customer experience (CX) capabilities.
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