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BtoB

Forrester reports on marketing automation technologies

Published on .

Cambridge, Mass.—More than 75% of marketers say they want a more comprehensive, integrated application suite to boost marketing effectiveness, according to a new report from Forrester Research.

However, while there are pockets of excellence in areas such as campaign management and process management, marketing automation systems fall short of delivering a comprehensive suite, Forrester found.

The report, “The Forrester Wave: Enterprise Marketing Platforms,” was based on interviews with 373 marketers.

It identifies a Marketing Technology Backbone, which integrates marketing programs across channels and lines of business; optimizes customer contacts; tracks customer data; and measures performance across the marketing mix.

In the report, Forrester recognizes Unica Corp. and Siebel Systems as leaders in delivering comprehensive marketing automation systems.

—Kate Maddox

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