Landscape Report

New Tech: B2B Customer Data Platforms, Q3 2021

Forrester’s Landscape Overview Of 26 Providers

September 27th, 2021
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
Katie Linford, Principal Analyst
Katie Linford Principal Analyst
With contributors:
Cristina De Martini , Caroline Robertson , Maria Alexandrou , Kara Hartig

Summary

The emergence of B2B customer data platforms (CDPs) as a packaged application approach to solving persistent data quality and insights challenges has been a positive development for firms lacking the technical resources to build a custom solution. By integrating and unifying first- and third-party data to create unified profiles, B2B CDPs are enabling users to improve the quality of their data, upgrade their targeting, and create more timely, personalized experiences. B2B marketing and marketing operations professionals should use this report to understand the capabilities of emerging vendors within major segments of the B2B CDP market and to inform their technology strategies.

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