Decision Tool

The Forrester B2C Marketing Technology Inventory And Assessment Tool

February 23rd, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
With contributors:
Emily Collins , Jana Gül , Andrew Pelletier , Ellen Lind

Summary

B2C marketing executives can use Forrester’s B2C Marketing Technology Inventory And Assessment Tool to inventory and evaluate the marketing technology (martech) solutions they are using. The tool’s structured approach allows marketers to identify each technology type that their organization uses and its associated characteristics and costs, functionality against requirements, and user adoption. Marketers can then review their spending across vendors and products by budget owner, user group, or customer factors. The tool also provides investment recommendations based on user input related to functionality and adoption.

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