Summary
Early-stage marketing technology (martech) vendors can deliver marketers unique benefits including differentiated solutions, access to new technology, and influence over future product development. But as startups are inherently more volatile than established vendors, firms must take a different approach to considering and adopting their martech solutions. B2C marketers exploring emerging martech vendors should read this report to understand how to maximize the benefits and mitigate the risks of working with startup vendors.
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