Forrester’s Essential B2C Marketing Technology Research

B2C marketing leaders maximize the value of marketing technology (martech) investments when they define priorities that align with a clear understanding of the organization’s business objectives. They must start with a strategy that outlines their contributions to the business and determines the requisite technology investments. They can then assess the functional fit and adoption of existing technology, identify gaps in capabilities required for future priorities, plan and prioritize new investments, and build a roadmap. This guide summarizes Forrester’s research on aligning martech investments with long-term business objectives and optimizing your martech ecosystem to support marketing priorities.