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For B2B Marketing Professionals

The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020

Tools And Technology: The B2B Marketing Playbook

October 29, 2020

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This is the Tools And Technology report in The B2B Marketing Playbook For 2021.

Why Read This Report

B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of 19 technology categories that support planning, executing, and optimizing customer engagement for today's self-directed digital-first buyers. B2B marketers should read this report to shape their firm's investment approach to these technologies.

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Table of Contents

  • Leverage B2B Marketing Tech For Success With Today's B2B Buyers
  • Select B2B Marketing Technologies That Offer High Business Value
  • Invest In And Maintain B2B Marketing Tech With High Business Value
  • Experiment With Content Engagement And Others
  • Invest In ABM Platforms, Customer Data Platforms, And Others
  • Maintain Data Providers, Marketing Automation Platforms, And Others
  • Divest From Content Management Platforms And Social Ad Tools
  • Supplemental Material
  • Related Research Documents

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