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Forrester: Enterprise Preference Management is “Marketing’s Most Overlooked Tool”

As marketers, we're constantly chasing better, newer technology as we refine the ways in which we can gain insight and engage with our customers. As we've know, technology is moving along at the rate of our customers – that's to say, quickly and creatively, crunching data as fast as it's created.

An April 2017 report by Forrester affirms the broad selection of technology options available to marketers – a difficult-to-classify collection of thousands of products – while helping us navigate the essentials.

"The Top Emerging Technologies for B2C Marketers: Eleven Technologies to Future-Proof Your Customer-Obsessed Marketing Strategy" is a helpful report for those B2C marketers who want to match technical capabilities with the range of opportunities available to them. Download your own copy here.

Forrester describes the martech stack as "terrifyingly dynamic" – writing about the rapid pace of change within the market, the expansion of touchpoints and a glut of trendy, niche solutions. Yet the report identifies 11 technologies split between three categories: systems of insights, systems of engagement, and enabling technologies, all of which contribute to long-term success in customer-obsession.

Enterprise preference management, or as Forrester calls it, "marketing's most overlooked tool," was cited for having a "critical and direct impact" on both the customer-led and connected criteria, two principles of customer obsession. Forrester's rubric defines "customer-led" as "[understanding] customers and [cocreating] value with them," while "connected" relates to technology's ability to "link both internally across silos and with partners, suppliers, and customers."

More than just simple opt-ins and opt-outs, enterprise preference management's place as a system of insight arms B2C marketers with "an understanding of their customers and the visibility to craft highly relevant interactions."

Moreover, Forrester notes that as a system of insight, enterprise preference management allows companies to "harness data in new ways to orchestrate customer experiences that are more personalized, timely, and consistent." That's a big deal and a leg up for those of us trying to stay competitive in a constantly changing digital world.

Read Forrester's full report here and let us know if we can help answer questions about preference management or whether you’re ready to get to work gaining accurate data and building trust with your customers.



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

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