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For B2C Marketing Professionals

How To Make Sense Of Martech Mayhem

A Reference Guide To Help Assemble Your Martech Ecosystem

October 19, 2020

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Why Read This Report

B2C marketers must integrate enterprise marketing technology (martech) components from multiple vendors to assemble their own unique ecosystems. Working with enterprise marketing software suite (EMSS) vendors provides foundational elements, while best-of-breed point solutions complement core functionality. This report and accompanying reference guide help B2C marketers understand the martech and associated enterprise solutions that address 94 functional areas across six categories. This is an update of a report previously published under the title "Complement Your EMSS With Best-Of-Breed Point Solutions;" Forrester reviews and revises it periodically for continued relevance and accuracy. In this version, we have added more recent data and expanded the list of technologies.

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Table of Contents

  • Reference Models Help Marketers Combat Technology Overchoice
  • Start With Your Customers To Determine Technology Needs
  • Recommendations

  • Use Forrester's Guide To Assemble Your Martech Ecosystem
  • Supplemental Material
  • Related Research Documents

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