Research Overview: Mastering B2B Marketing Technology

December 7th, 2021

Lori Wizdo

With contributors:

Caroline Robertson , Jennifer Zhang

Summary

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.

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