Vision Report

The Future Of Enterprise Marketing Technology

From Standalone Campaigns To Moments-Based Marketing

November 25th, 2020

Summary

Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, companies need to rethink their approach to martech and customer engagement tactics. This report explores the evolution of martech from a channel-driven capability to one serving the full customer journey with critical features that power moments-based marketing.

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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.