Summary
Customer insights (CI) professionals tasked with creating relevant and engaging experiences for customers need a formal approach to evaluating enterprise marketing software suites (EMSS). The Forrester Wave evaluation of EMSS vendors rated the major global players in this market on 46 criteria. Organizations based in Asia Pacific (AP) should augment Forrester's global evaluation with market-specific considerations. This report identifies regional trends in the adoption of enterprise marketing solutions and outlines key factors that CI pros and other marketing professionals should consider when making EMSS investments targeting AP.
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