Gartner Research

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

Published: 21 April 2017

ID: G00326619

Analyst(s): Bryan Yeager

Summary

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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.