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For B2B Marketing Professionals

Model The ROI Of B2B Marketing Technology Investments

Business Case: The B2B Marketing Playbook

September 23, 2019


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This is the Business Case report in The B2B Marketing Playbook For 2020.

Why Read This Report

B2B marketing technologies promise to grow revenue, streamline marketing operations, and deliver a better customer experience, but B2B marketers often struggle to justify investing in them. Using Forrester's Total Economic Impact™ (TEI) framework, this report provides an ROI model for B2B marketing technology investments. The TEI-based model helps B2B marketing leaders build a comprehensive business case, with a balanced focus on technology, people, and processes, to expose the full investment required. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We have updated it now to factor in new ideas and data.

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Table of Contents

  • Marketing Tech Investment Requires A Strong Business Case
  • Use Forrester's TEI Framework To Model The Financial Analysis
  • Recommendations

  • Use The TEI Framework To Anchor Your Business Justification
  • Supplemental Material
  • Related Research Documents

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