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For B2C Marketing Professionals

Enable Moments-Based Marketing With Enterprise Martech

Executive Overview: The Enterprise Marketing Technology Playbook

January 7, 2020

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This is the Executive Overview in The Enterprise Marketing Technology Playbook For 2020.

Why Read This Playbook

Customer data and marketing technology (martech) are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's martech strategy often miss the opportunity to shape how their firm uses technology, processes, and data to win, serve, and retain customers. Forrester's enterprise marketing technology playbook guides B2C marketers as they mature from campaign-based to moments-based marketing. This is an update of a report previously published under the title "Unlock Customer Context With Marketing Technology." Forrester reviews and revises it periodically for continued relevance and accuracy.

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