Best Practice Report

Prioritize The Tech That Paves The Path To People-First Marketing

Tools And Technology: The Experience-Led Marketing Playbook

January 12th, 2021
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Cole Walsh , Caroline Robertson , Christine Turley

Summary

Nearly half of global marketing decision-makers say their potential impact on the customer experience (CX) is a high or critical priority. To deliver people-first marketing, focus on four milestones: 1) improving the quality of customer and prospect data; 2) improving the use of data and analytics; 3) improving personalization capabilities; and 4) driving customer-centricity. When it comes to adding new technologies to a tech stack, consider how that technology will support marketing goals, and use Forrester’s POST framework to identify key use cases and needs. Read this report to understand the landscape of tools that can support CMOs’ and marketers’ people-first marketing programs.

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