Summit US Sessions TSDD_New Tech B2B Marketing Data Management Solutions

New Tech: B2B Marketing Data Management Solutions

Wednesday May 6, 2020 | 11:45 AM - 12:05 PM

Speaker(s):  Steve Casey

Track(s): Technology Segment Deep Dives

Data fuels the modern marketing engine, but most B2B marketers have low confidence in the quality of their data and their own data management skills. Customer data platforms (CDPs) offer the promise of a packaged solution for these critical challenges. However, this emerging market is ill-defined, multiple vendors are migrating into it from a wide variety of adjacent markets, and it is experiencing frequent mergers and acquisitions. We will discuss lessons learned from more than three years of research on this emerging technology landscape, including the Forrester New Tech: B2B Data Management Solutions, Q1, 2019.

This session will provide the following benefits:

  • Get an overview of the evolving solution landscape
  • Receive a set of criteria to evaluate solutions and an assessment of leading vendors
  • Get a checklist of the five characteristics of the ideal B2B CDP

May 4–7, 2020 | Live Virtual Experience

 
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