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For B2B Marketing Professionals

Model The ROI Of B2B Marketing Technology Investments

Business Case: The B2B Marketing Playbook

November 21, 2017

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This is the Business Case report in The B2B Marketing Playbook For 2018.

Why Read This Report

B2B marketing technologies promise to grow revenue by improving marketing performance and providing better customer experience. This report helps B2B marketing professionals make a convincing business case for technology investments within the broader business technology (BT) context. It also provides an ROI model for B2B marketing technology investments using Forrester's TEI framework. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

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Table of Contents

  • Justifying Technology Investments Challenges Marketers
  • Use Forrester's TEI Framework To Make The Business Case
  • Recommendations

  • Use The TEI Framework To Kick-Start Your Business Justification
  • Supplemental Material
  • Related Research Documents

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