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


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.