Trends Report

Fuel Your Contextual Marketing Engine With The Right Enterprise Marketing Software Suite

May 8th, 2015
With contributors:
Srividya Sridharan , Samantha Ngo


Customer insights (CI) professionals struggle to create relevant and engaging experiences for customers. Assembling the right enterprise marketing technologies to address customer-facing needs is therefore a critical task. For the Forrester Wave evaluation of enterprise marketing software suites (EMSS), we surveyed 53 customers about their respective vendors and conducted qualitative interviews with 24 more to understand their marketing technology environments in greater detail. This report outlines key factors to consider when making EMSS investments, especially balancing strategic enterprise marketing technology objectives with vendors' ability to address customer requirements.

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