Tech Tide Report

The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

Twenty Technologies Underpin Modern Marketing

April 5th, 2018
Erna Alfred Liousas, null
Erna Alfred Liousas
Ryan Skinner, null
Ryan Skinner
With contributors:
Emily Collins , Jessica Liu , Shar VanBoskirk , Melissa Parrish , Fatemeh Khatibloo , James McCormick , Jim Nail , Matthew Flug , Christine Turley , Diane Lynch


Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer obsession, but the hundreds of technology solutions present a tangled web of options for today's marketer. This Forrester Tech Tide™ report presents an analysis of the maturity and business value of the martech categories that support modern marketing. B2C marketers should use this report to help shape their firm's investment approach to these technologies.

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