For my fourth Vendor Selection Matrix, I’ve researched how businesses manage the web experience of their prospects and customers. Web Experience Management (WEM) is a set of business processes to create, manage, deliver and optimize contextualized digital experiences on websites. WEM software must now cope with an ever-more complex, extensive and interconnected technology landscape. It is a mature software market but under disruption from new vendors because of this challenge, but also because of the transition from on-premise to cloud-based implementations.
There are well-over 100 software/SaaS vendors offering WEM solutions with a multitude of open-source providers and vendors active only in their local markets. Websites are run by businesses and individuals alike and so, over the 2 billion websites worldwide, the overall WEM market-leader is the open-source, and free, solutionWordPresswith around 25% share.
But the list of vendors used by businesses is under 30. In 2018, the total global annual software license, maintenance and SaaS revenues for WEM totaled over $ 5 billion. WEM is now strategic to companies. Originally a product supporting the appearance of just one or a handful of websites with essentially static content, WEM buyers now seek a broader platform to broadcast across many digital channels and render dynamic content on hundreds of websites at speed.
In my global survey, the five vendors who were rated highest by the 1500 business practitioners for the business process of web experience management were, in alphabetical order: Acquia, Bloomreach, Episever, SDL, and Sitecore. Similarly, positions six thru ten (actually eleven because two were equal in position 10) were taken by: Adobe, Amplience, Crownpeak, Contentful, e-Spiritand Progress.
The survey notes that switching vendors is a challenge for many businesses though, most users tend to want to stay with their vendor as migration costs are perceived to be high if they have been creating web content for several years. Vendors looking to capture new market share must offer migration services and/or focus on new business initiatives where brand-new WEM platforms could be deployed.
Across the WEM vendors, I saw a curious range of target audiences addressed in their marketing; some used language and provided features aimed at technical web developers while others focused only on marketing professionals. I think that marketing users will prevail over IT developers. As the web experience becomes the primary business presentation of a company, business users will insist on more ability to control and configure that experience. They know and understand the needs of their customers and prospects better than the IT department or teams of web developers. Even in large companies that have built up resources of web developers, there will be a drive to provide the WEM platform directly to staff in Marketing Operations. If I am right, this will require some vendors to change their go-to-market language and approach.
An abridged version of the report can be viewed here bit.ly/VSMWEM2019 and below are my headlines for each of the top 11 vendors.
Always keeping you informed! Peter
I presented at the Online Marketing Rockstars (OMR) Festival last week.
OMR started in 2011 as a small event on online marketing held at the prestigious Bucerius Law School, Hamburg. It is now the leading conference for digital marketing in Europe and OMR 2019 hosted 50,000 visitors over two days to meet over 400 exhibitors including some 1,500 executives from the national and international marketing scene.
I was a guest of the vendor BrandMaker– we’ve been working together for many years: I was at their HQ in Karlsruhe 8 years ago to do a workshop on through-channel marketing automation (TCMA) back in my days as an industry analyst at Forrester Research. Earlier this year, marketers around the world scored them highly in my research on Brand Content Management. I was engaged to present in their OMR19 Masterclass and we had over 300 applications to attend but could only admit 150 people – I expect that BrandMaker will set up a webinar to make the same presentations to those who lost out.
I had initially discovered BrandMaker when I was researching innovative marketing automation vendors from Europe– a report I then published to Forrester clients each couple of years. It was a sort of hobby project (Forrester didn’t really care about doing European research) where I could champion local vendors and also make clear that marketing in Europe is so very different to the marketing challenges faced by an American firm selling to American customers. You’d be amazed at how few American companies export their products – especially compared to the economy here in Germany of course.
Unconsciously, I think I also probably used Brandmaker as a method to educate many of the analysts in my team (as Research Director, my team of 11 B2B marketing analysts were all based in the US). Understanding how BrandMaker worked and what it offers, helped them to understand the true complexity of business marketing, especially in an international context. As they always admitted, this was beyond what was being offered in the so-called leading marketing automation systems coming out of the US.
The exhibitors at OMR19 included new and established software vendors in all aspects of digital marketing. I had many productive meetings and could finalize my upcoming reports on Web Experience Management, as many of the leading vendors in that report were present (I’ll publish both a global and a Germany-specific Vendor Selection Matrix later this month). I was also prospecting for vendors to include in my planned research on Customer Data Platforms later in the year.
The “Rockstar festival” modus was also an education for me as a marketer. When I was first invited, I must admit that, at first glance through the agenda and the set-up, it seemed a little strange for a serious business event. But it is being deliberately presented and positioned to our younger generation of marketing colleagues. And there is a lot of wisdom in that plan. BrandMaker had clearly recognized that as well.
Many of us talk of how we need to market to Millennials and recruit Millennials into our teams. But the point is: Millennials are those born between 1981 and 1998. They are now all over 30 years of age and some of them are approaching their 40thbirthday.
So, it is now time to consider targeting the generation after that – they are going to be our buyers very soon, and they are the new employees that we will be recruiting. For vendors and buyers of marketing technology, this generation has one very clear characteristic.
IF THESE PEOPLE DO NOT LIKE SOMETHING, THEY WILL IGNORE IT
My last survey across 1500 business professionals had “adoption” among the top 3 project success factors and I am therefore considering a new set of criteria in my market research about software applications. One that indicates how likely is the system to be adopted by the staff you are trying to help and motivate by investing in the software.
I’ll call it something like “Employee Experience” and it is about much more than the design or ergonomics, which software engineers call User Experience. The EEx is influenced by how:
- Accessible the application is, especially if the employee is a casual user
- Integrated or even embedded it can be (did you know the average business employee already opens scores of applications each day?)
- Does it communicate back to the employee – one who is now in the habit of using voice activation, read quickly, consume pictures and videos and so on.
If anybody has suggestions about to measure these factors, feel free to contact me.
Always keeping you informed! Peter