Data Overview Tool

Global Business Technographics Marketing Survey, 2016: Overview

A Business Technographics Presentation

February 10th, 2017
Tyler McDaniel, null
Tyler McDaniel
With contributors:
Reineke Reitsma , Cheryl Hart


This report is our overview of marketers’ priorities, challenges, use of technology, and budgets, based on Forrester's Global Business Technographics Marketing Survey, 2016. We analyzed the data by marketing focus (B2B and B2C), company size, and industry. Our analysis shows marketing department investments and prioritization differences by firmographic views. Marketers, marketing technology product managers, advertising outlets, and market strategists can use this report to build their knowledge and benchmark against marketing industry behaviors.

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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.