Trends Report

Enable Moments-Based Marketing With Enterprise Martech

Executive Overview: The Enterprise Marketing Technology Playbook

June 10th, 2021
With contributors:
Emily Collins , Cole Walsh , Christine Turley

Summary

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

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