Data Snapshot

B2C Marketers Expect Martech Investments To Drive Performance And Efficiency

March 31st, 2023
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Emily Collins , Bruna Venicio , Christine Turley

Marketers have a mandate to support the business; they subsequently assess the performance of marketing technology (martech) investments against business results. Seventy-two percent of B2C marketers who use martech evaluate performance based on alignment with marketing KPIs, and 59% evaluate performance based on customer engagement ROI or ROMI. To ensure productivity and effective resource allocation, 63% of marketers evaluate martech vendors based on operational efficiency. This is a snapshot showing Forrester’s data on how 32 enterprise marketing suite users evaluate martech.

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