To WOW customers, Business-to-business (B2B) CMOs need to stay current on emerging technologies that can improve customer acquisition and engagement. To highlight these technologies, Forrester Research reports on technologies that are being used by large enterprises to improve customer acquisition and engagement at different stages of the customer life cycle. This report covers content curation, listening platforms, brand advocate platforms, as well as appointment routing and scheduling.
The CMO must lead the definition of the brand experience and the orchestration of that experience across products, channels, departments, and external contact points.1 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.
To help B2B CMOs stay on top of these emerging technologies, Forrester has compiled a list of technologies for CMOs to investigate and experiment with in 2011 and beyond. We selected technologies that meet the following criteria: 1) The technology can improve how companies engage prospects and customers at one or more points in the customer life cycle; 2) it is easy for the business to implement; 3) enterprise- scale companies have started to use it; and 4) it does not have enough hype to be on everyone’s radar.