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For B2C Marketing Professionals

The Moments-Based Evolution Of Enterprise Marketing Technology

As Marketing And CX Align, Martech Must Shift From Campaigns To Moments

August 26, 2019

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Why Read This Report

Technology use is routine — even mandatory — for modern marketers. And while marketing technology (martech) has undeniably made remarkable strides, major challenges remain unsolved, limiting its utility. This report helps B2C marketers define the evolving role of martech, understand which technology components create enterprise value, and align investment plans with six core capabilities. This is an update of a report previously published as "The Next Generation Of Enterprise Marketing Technology"; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Critical Enterprise Martech Challenges Remain Unsolved
  • Welcome To The Next Generation Of Enterprise Martech
  • Recommendations

  • Prepare For Next-Generation Technology Today
  • What It Means

  • Enterprise Marketing Technology Is A Strategic Weapon
  • Supplemental Material
  • Related Research Documents

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