Gartner Research

Survey Analysis: Compare B2B, B2C and B2B2C Marketing Technology Strategies

Published: 21 April 2017

ID: G00326619

Analyst(s): Bryan Yeager


Many business factors — including operating models, products and services sold, and target customer base — influence how marketing leaders set technology strategy. Gauge and prioritize your martech strategy based on these business-focused insights.

Table Of Contents

Survey Objective

Data Insights

  • Introduction
  • Assess Your Tolerance for Marketing Technology Risk Taking Based on Business Focus and Strategic Commitment
    • Recommendations
  • Identify the Capabilities That Drive the Highest Value for Your Business to Prioritize Marketing Technology Investments
  • Next Steps
  • Methodology
  • Definitions

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