Essentials Report

Research Overview: Mastering B2B Marketing Technology

December 7th, 2021
With contributors:
Caroline Robertson , Jennifer Zhang


B2B marketers depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. But B2B marketers have been implementing marketing technology (martech) on an operational, tactical basis. As digital marketing becomes more complex and marketers adopt additional automation tools, marketing leaders will need a more strategic approach. This research overview is a compendium of Forrester’s practical guidance for marketing professionals, whether they’re implementing, updating, or optimizing their marketing technology (martech) stack; it also provides relevant links for deeper study.

Want to read the full report?

This report is not available for purchase at this time.

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.