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
Here is my next Vendor Selection Matrix – the top twenty vendors named by business users who have automated their Brand Content Management process.
Managing brand and content is now a major business pain point in marketing organizations that seek a consistent process from content creation, thru delivery, to attribution. The recent explosions in content marketing and digital channels have increased both the complexity and volume of content assets. Plus, the transition of the classical sales cycle to what is now recognized as a buyer-led research process means that marketers must obsess about the brand message carried in all the channels. Many of them also serve an ecosystem of subsidiaries, distributors, resellers or even franchisees.
Most companies use several software tools within this process as there are few vendors who cover the complete lifecycle for content and brand. But companies want to consolidate their software platforms – a recent study showed that business users typically switch applications over 1,100 times per day. We found that 76% of the 1,500 buyers we surveyed will invest in brand content management software in the next 1-3 years, over half of the 1,500 for the first time.
So, it is no surprise that the market for this software is active and growing. I found nearly 50 active software and SaaS vendors globally generating an estimated total revenue of around $2 billion but it is still quite fragmented across many vendors – the top 20 vendors selected by buyers in this survey generate less than 40% of that total. This list includes established software giants like Adobe and OpenText but there are several innovative solution providers, who talk more about marketing than technology, enjoying annual growth rates of 100% plus. Vendors like Brandmaker (the global leader in our survey), Brandmuscle, Brandsystems and Bynder plus MarcomCentral.
As I did with the marketing lead management report, here are the highlights I noted for each of the top ten vendors on their scorecards. Remember, the ranking is based on their total scores: an aggregate of the scores assigned by their users plus my assessment.
Always keeping you informed! Peter
I’m almost there with my next Vendor Selection Matrix. I’ve been researching the top twenty vendors named by business users who have automated their Brand Content Management process.
This is an important marketing process which matures from 1) a basic desire to manage all digital branded assets in a central repository to ensure consistency; through 2) actively leveraging content into marketing programs and channels; to 3) the management of all 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 Brand Content Management systems to manage content across all their internal organizations, subsidiaries, and/or all business partners.
We had presented the users with a list of 36 possible vendors. I have now collated the respondents’ scoring and user feedback on the twenty vendors named the most, spoken with many of the vendors and written profiles for each of the top ten vendors in the matrix. The last phase is that of fact-checking – giving the vendors one last chance to review my commentary and correct me if necessary.
The top ten list is really interesting. Just as the VSM for Marketing Lead Management mixed up marketing automation vendors with business process automation tools, users have named several software vendors (three with “Brand” in their name) but also the software tools provided by a couple of marketing agencies. There are several European vendors highly listed in this global survey.
The twenty vendors reviewed in the matrix are as follows: Adobe, Ansira, BrandMaker, BrandMuscle, BrandSystems, Bynder, Capital ID, Celum, Censhare, Code Worldwide, Episerver, IBM, MarcomCentral, Northplains, OpenText, Pica9, SAS Institute, Vya, Wedia, plus open source solutions. I plan to publish in December.
Always keeping you informed! Peter