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For B2C Marketing Professionals

The Future Of Enterprise Marketing Technology

Vision: The Enterprise Marketing Technology Playbook

November 25, 2020


Why Read This Report

Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their approach to martech and customer engagement tactics. This report explores the evolution of martech from a channel-driven capability to one serving the full customer journey, the intersection of martech and customer experience (CX), and the critical features that power moments-based marketing. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Marketers Struggle To Implement Moments-Based Marketing
  • Strive For Relevant Engagement, Not Campaigns
  • Martech Aligns Marketing And CX For A World Of Moments
  • What It Means

  • Martech Powers A Seismic Shift Away From Standalone Campaigns
  • Supplemental Material
  • Related Research Documents

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