Summary
Data fuels the modern marketing engine, but most B2B marketers have low confidence in the quality of their data and their own data management skills. Customer data platforms (CDPs) are an emerging and evolving class of data management products, offering the promise of a packaged solution for these critical challenges. This report provides insights on the results early adopters of B2B CDPs are realizing and provides Forrester’s take on the ideal characteristics of B2B CDPs.
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