Data Snapshot

B2C Marketers Prioritize Collaboration And Data In Their 2023 Tech Investments

April 6th, 2023
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Emily Collins , Bruna Venicio , Christine Turley

Facing volatile economic conditions and data deprecation, brands are updating their marketing technologies investments. Forrester’s Q3 B2C Marketing CMO Pulse Survey, 2022 shows that 37% of US B2C marketing leaders said marketing resource management and collaboration is among their top three most impactful investments for martech spend over the next 12 months, and 34% said performance measurement is. In addition, 33% of B2C marketing leaders think advertising technology investments will be most impactful, while 29% expect customer data platforms will be. This is a snapshot of Forrester’s data on US B2C marketers’ tech investment priorities.

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