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For B2B Marketing Professionals

Making The Right Choices For Your B2B Marketing Tech Stack

Architect The Optimal Buying Experience

September 23, 2019

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Why Read This Report

B2B marketing professionals depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. This report describes best practices for B2B marketing pros and the technology teams that support them for designing and operationalizing their customer lifecycle marketing practices. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Technology Has Become A Core Enabler Of B2B Marketing
  • The B2B Map Is The Foundation Of The B2B Martech Stack
  • A Strong Foundation Supports Augmentation And Extension
  • B2B Leaders Must Architect Their Own Martech Stack
  • Build The Road Map That Will Deliver Your Optimal Martech Stack
  • Modernize Your Technology Selection Process
  • Recommendations

  • A Thoughtful, Collaborative, Governed Decision Process Will Pay Off
  • Supplemental Material
  • Related Research Documents

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