You can use CRM marketing service providers to infuse first-party data across the customer lifecycle to drive business outcomes, connect data to activation by aligning data and tech to customer journeys, and rightsize messaging to meet customer needs. But to realize these benefits, you’ll first have to select from a diverse set of providers that vary by size, type of offering, geography, and business scenario differentiation. B2C marketers should use this report to understand the value they can expect from a CRM marketing service provider, learn how providers differ, and investigate options based on size and market focus.