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For B2C Marketing Professionals

Unlock Customer Context With Marketing Technology

Executive Overview: The Enterprise Marketing Technology Playbook

November 3, 2017

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This is the Executive Overview in The Enterprise Marketing Technology Playbook For 2017.

Why Read This Playbook

Customer data and marketing technology are now essential to every marketing function. Yet B2C marketing professionals responsible for their firm's marketing technology strategy often miss the opportunity to shape how their firm uses technology, systems, and processes to win, serve, and retain customers. Forrester's enterprise marketing technology playbook guides B2C marketers as they mature from campaign-based to contextual 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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