In 2019 I have discovered many separate vendor landscapes – all listed below for everybody to read.
During these projects, I interviewed thousands of marketers on their business processes automation and talked to some 120 marketing software vendors – usually analyst relations staff and product marketing managers, as discussed in this blog.
The vendor-marketers have often commented something like: “strange, there are vendors on your list that I do not see in deals or think I compete with”.
Well, that’s because I first describe a marketing process in my interviews and ask respondents which vendors they work with on that process. I try to avoid category terms invented by other analysts or product managers because the chances are: marketing people don’t think in categories (that’s more of an IT-centric trait).
I’m currently updating my Marketing Lead Management (MLM) report. The survey is in and the new vendor landscape is an interesting mix of Email Service Providers, Marketing Automation vendors and even some describing themselves as Customer Data Platform vendors. My observation is that the MLM process is changing to a Customer Engagement process in many companies and that is why we have this mix.
So the challenge for marketing software marketing professionals is: Do you focus on shining in a category or ensure you are found by marketing professionals when they are seeking a solution to their automation challenges. Sometimes, these objectives and tactics may be mutually exclusive.
Here are the vendor landscapes discovered in my global process-oriented surveys.
Marketing Lead Management (Nov 2018). MLM processes are deployed in marketing and/or sales operations departments to support the collection of unqualified contacts and opportunities from various sources such as: Direct mail or email responses; Database marketing programs; Other multichannel marketing campaigns; Offline interactions such as seminars and tradeshows; Social media contacts; and web pages.
ACT-ON (#1 Overall, #1 Customer Satisfaction), ADESTRA, ADOBE, APRIMO, BPM’ONLINE (#1 Price/Value), CRMNEXT, ENGAGIO, HUBSPOT (#1 Customer Satisfaction), IBM, IMPARTNER, MARKETO, ORACLE, PEGASYSTEMS, RIGHTON INTERACTIVE, SALESFORCE, SAP, SALESFUSION, SUGARCRM, WEBMECANIK, ZOHO
Brand Content Management (Dec 2018). BCM is the management of all digital content assets in order to govern the brand messaging across the company, from corporate brand to the individual messaging statements around products. Companies working in a more distributed (sometimes called local) marketing environment deploy BCM processes to manage content across all their internal organizations, subsidiaries, and/or all business partners.
ADOBE, ANSIRA, BRANDMAKER (#1 Overall), BRANDMUSCLE (#1 Customer Satisfaction), BRANDSYSTEMS (#1 Customer Satisfaction), BYNDER, CAPITAL ID, CELUM, CENSHARE (#1 Price/Value), CODE WORLDWIDE, EPISERVER, IBM, MARCOM CENTRAL (#1 Price/Value), NORTHPLAINS, OPENTEXT, PICA9, SAS INSTITUTE, VYA, WEDIA
Sales Engagement Management (Mar 2019). Marketing plays an increasingly active role in enabling the sales team, collaborating with their colleagues in Sales Operations with a robust set of sophisticated tools in an all-in-one platform in order to engage productively with knowledgeable buyers and customers.
ACCENT TECHNOLOGIES, APPAROUND, BIGTINCAN, BRAINSHARK, CLEARSLIDE (#1 Customer Satisfaction), CLIENT POINT, CUSTOMSHOW, DOCSEND, FILEBOARD, HIGHSPOT (#1 Customer Satisfaction), INSITE SOFTWARE, JOURNEY SALES, OCTIV, PITCHER, PROLIFIQ, SALESLOFT, SAP, SEISMIC (#1 Overall, #1 Customer Satisfaction), SHOWPAD, MEDIAFLY
Web Experience Management (May 2019). WEM is an integrated set of business processes for the creation, management, delivery and optimization of contextualized digital experiences on websites. Software used to automate these processes must deal with an ever-more complex, extensive and interconnected technology landscape.
ACQUIA (#1 Customer Satisfaction), ADOBE, AMPLIENCE, BLOOMREACH, CONTENTFUL, CROWNPEAK, COREMEDIA, EPISERVER (#1 Price/Value), E-SPIRIT, EZ SYSTEMS, IBM, KENTICO SOFTWARE, MAGNOLIA, OPENTEXT, ORACLE, PROGRESS, SDL, SITECORE (#1 Overall, #1 Customer Satisfaction), SQUIZ
Digital Asset Management (July 2019). The DAM process is the storage and management of digital files, in particular digital media files like graphics, videos, sound and text components needed for digital content production. DAM catalogs and retrieves the digital assets for various types of users working in marketing, product management, sales, service, design, and manufacturing departments of an organization.
ADOBE (#1 Overall, #1 Customer Satisfaction), APRIMO, BYNDER, CANTO, CENSHARE, CLOUDINARY, COGNIZANT, CELUM (#1 Customer Satisfaction), CUMULUS, DIGIZUITE, EXTENSIS, MEDIA VALET, MEDIABEACON, NORTHPLAINS, NUXEO (#1 Customer Satisfaction), OPENTEXT, PICTUREPARK, SITECORE (#1 Customer Satisfaction, #1 Price/Value), WEDIA, WIDEN
Account Based Marketing (Oct 2019). The ABM process is actually a long-established marketing/sales methodology in business services companies, where success depends so much on personal empathy and the relationship. The advent of digital marketing, tooled by technology advances in website and data analytics, now allows all B2B businesses to do ABM by leveraging collected behavioral and profile data on companies (accounts) or even individual buying decision-makers.
6SENSE (#1 Customer Satisfaction), AGENT3, D&B DATAVISION, DEMANDBASE, ENGAGIO (#1 Overall), KWANZOO, INSIDEVIEW, JABMO (#1 Price/Value), LATTICE ENGINE, LINKEDIN, MADISON LOGIC, MARKETO, MRP (#1 Customer Satisfaction), RADIUS, ROLLWORKS, TECHTARGET, TERMINUS, TRIBLIO, TRUE INFLUENCE, ZOOMINFO
Channel Marketing and Enablement (Nov 2019). Channel Marketing and Enablement processes cover the tasks involved for a manufacturer distributing products and services through partner organizations as their indirect channel. Only a few vendors can help marketers to automate both sets of processes.
ANSIRA, CHANNELXPERTS, IMPARTNER (#1 Overall, #1 Price/Value), TIE KINETIX (#1 Customer Satisfaction), ZIFT SOLUTIONS
Through-Channel Marketing Automation (Nov 2019). Part of the channel marketing processes involved for a manufacturer distributing products and services through partner organizations as their indirect channel, TCMA brand and content asset management; where programs, promotions and leads are managed both down and up the channel. TCMA is also known as Local or Distributed Marketing.
ANSIRA, BRANDMAKER (#1 Customer Satisfaction), BRANDMUSCLE, BRIDGELINE DIGITAL, CHANNELXPERTS, CHANNELKONNECT, ELATERAL, IMPARTNER (#1 Overall, #1 Price/Value), NETSERTIVE, SPROUTLOUD, TIE KINETIX (#1 Customer Satisfaction), ZIFT SOLUTIONS
Partner Relationship Management (Nov 2019). Part of the channel marketing processes involved for a manufacturer distributing products and services through partner organizations as their indirect channel, PRM is the set of processes around the partner relationship itself: recruitment, registration and classification, contractual details, information exchange, and more.
ANSIRA, CHANNELXPERTS, CHANNELTIVITY (#1 Price/Value), CHANNELKONNECT, IMPARTNER (#1 Overall, #1 Price/Value), MAGENTRIX, ORACLE, SALESFORCE, TIE KINETIX (#1 Customer Satisfaction), WEBINFINITY, ZIFT SOLUTIONS
Feedback and comments are welcome, here or directly to email@example.com
Always keeping you informed! Peter
I’ve been researching the topic of Account-Based Marketing (ABM) and find that 57% of businesses plan to invest in ABM software in the next 1-3 years. Business marketers in every industry must add ABM functionality to their marketing tech stack because their buyers only want communications relevant to their current business issues.
The ABM process is actually a long-established marketing/sales methodology in business services companies, where success depends so much on personal empathy and the relationship. So, they research the interests and needs of their target audiences and provide that “market intelligence” to their sellers or account managers.
The advent of digital marketing, tooled by technology advances in website and data analytics, now allows all B2B businesses to do ABM by leveraging collected behavioral and profile data on companies (accounts) or even individual buying decision-makers. ABM software enables marketers to channel personalized content to potential buyers. But first and foremost, ABM is a strategy and is applicable to all marketing channels.
ABM is currently the most-used promotional acronym by marketing software vendors with well over 90 software vendors claiming to provide ABM-specific functionality. There are probably several dozen more with no ABM claims but also being used by B2B companies to market to specific accounts with target-market segmentation and content personalization. Still, I estimate the software market at around $750 million in 2019 with a current annual growth rate of some 12%.
The term ABM is actually a misnomer, it should be Account Based Marketing and Selling (ABMS). The ABM process will only succeed if marketing collaborates with its sales counterparts to select the target accounts; share the important contact data; coordinate content distribution and distribute intent alerts. My survey found the second most important driver for ABM investment to be “enable sales to better understand their customers”. Some interview respondents pointed out that they have always done ABS but this is now supported better by their ABM project.
My prediction is that the current mire of confusingly-positioned vendors will converge to a couple of dozen platform providers supporting all, or most, of the ABM-related processes such as account and contacts selection; analytics and insights, content personalization, customer engagement orchestration, and performance assessment. Many survey respondents reported deploying two, three or even four ABM vendors, with integration an issue. 30% plan to migrate to a more suitable system, unusually large compared to other vendor selection matrix surveys.
As usual, I will publish a Vendor Selection Matrix showing the ratings for the 20 most cited ABM vendors across our survey of 1500 practitioners. That will be on October 8th. The top ten vendors rated by the respondents are (all listed alphabetically): 6sense, Demandbase, Engagio, Kwanzoo, InsideView, Jabmo, Madison Logic, Adobe (Marketo), MRP, and Zoominfo. In positions 11 thru 20 are vendors Agent3, D&B Datavision, Lattice Engine, LinkedIn, Radius, RollWorks, TechTarget, Terminus, Triblio, and True Influence