Report

The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

Twenty Technologies Underpin Modern Marketing

April 5th, 2018
With contributors:
Melissa Parrish, Emily Collins, Jessica Liu, Shar VanBoskirk, Matthew Flug, Fatemeh Khatibloo, James McCormick, Jim Nail, Christine Turley, Diane Lynch

Summary

Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

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With
Fatemeh Khatibloo
James McCormick
Jim Nail
Christine Turley
and Diane Lynch