Best Practice Report

Model The ROI Of B2B Marketing Technology Investments

Business Case: The B2B Marketing Playbook

September 23rd, 2019
With contributors:
Caroline Robertson , Jacob Basseches , Diane Lynch


B2B marketing technologies promise to grow revenue, streamline marketing operations, and deliver a better customer experience, but B2B marketers often struggle to justify investing in them. This report describes how Forrester’s Total Economic Impact™ (TEI) model helps B2B marketing leaders build a comprehensive business case, with a balanced focus on technology, people, and processes, to expose the full investment required.

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