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BtoB

Forrester identifies four technologies b-to-b CMOs should watch

Published on .

Cambridge, Mass.—B-to-b CMOs should pay close attention to four emerging technologies to engage customers this year, according to a report released by Forrester Research.

In the report, “Emerging Technologies B2B CMOs Should Watch in 2011,” Forrester analyst Jeff Ernst recommended CMOs explore online content curation to bolster thought leadership; listening platforms to gauge customer sentiment; brand advocate platforms for spurring word-of-mouth; and appointment scheduling applications to engage potential customers who are ready to buy.

“Technology is playing an increasingly important role in delivering that exceptional brand experience, and CMOs must guide their organizations in the application of these new tools,” Ernst wrote in the report.

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