Thought leadership

The latest Forrester report for B2C Marketing professionals is focusing on how CMOs and marketing leaders need to enable Moments-based Marketing with Enterprise Martech to satisfy customer needs and experiences.

Forrester research data shows that in Europe, more than two-thirds of marketers plan to continue to increase in martech next year, and, more specifically, more than one in five marketers will increase their martech budget by more than 10%.

As touchpoints multiply and customer addressability increases, B2C marketers must use martech to understand a customer’s context at the time of interaction.

In the report “Enable Moments-Based Marketing With Enterprise Martech” Forrester analysts Joe Stanhope and Rusty Warner dive into the reasons why marketing professionals often miss the opportunity to shape how their company uses technology, processes, and data to win, serve, and retain customers.

Despite years of focus, just one in five marketing decision makers agree that the lack of an enterprise view of master customer data is still a problem. The report explains how modern technology enables marketers to craft a dialogue with customers, integrating inbound and outbound channels and enhancing message relevance and offer performance.

There will be more discussion on the findings of this new report at our upcoming CX Marketing Summit in London on June 19. Look forward to seeing you there.

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