• ABM,  DAM,  Marketing Lead Management,  Sales Enablement Management,  Vendor Selection

    Data (ABM) now drives B2B Marketing

    My work on several projects in the last months has led me to this one clear conclusion. I recently issued a report on Customer Data Management profiling the Top 15 vendors automating this process for marketers in many different types of companies, including B2B organizations. I have also done extensive surveys and practitioner interviews for B2B marketing for their Propolis community on martech, marketing operations and customer experience. And next month, I’ll publish my report on Account-Based Marketing (ABM). Heh! I’ve been so active that Onalytica now list me as a data analyst

    It is clear that technology can now “read” a marketplace and name exactly those companies that are “in market” for a certain topic (ie. have a budget and firm intent to invest). And it can produce a profile of all decision makers in each company (account), documenting exactly that person’s decision criteria and/or preferences plus, perhaps, their recent research history (what other offers are they considering, how much information do they have). 

    That does make me shudder a little – that was exactly what I did as a field marketer personality, always in contact with vendors and users alike, working for HP Germany during the 1990s.

    It now looks like data now rules the roost in B2B marketing. Success no longer depends on creative events or content, or persuasion by charismatic sales people, marketing success is now data-driven. 

    Here is what my ABM report will say……

    ABM has spread across all B2B sectors

    ABM technologies were first adopted in the software industry but are now being deployed in financial services, healthcare and now, increasingly, in the health care and manufacturing sectors. The trend towards digital marketing, tooled by technology advances in website and general data analytics, and now accelerated by the COVID-19 business environment, has motivated all these B2B businesses to collect as much behavioral and profile data about individual buying decision makers as possible, and then to:

    • Post localized contextual content marketing programs to profiled visitors
    • Send personalized/specific digital marketing content to individual prospects
    • Capture prospects who may have left the website unsatisfied by re-targeting 
    • Gather and calculate “propensity to buy” data and provide this data to sellers 
    • Aggregate digital behavior across a buying team to provide guidance to marketing and sales.

    ABM platforms help marketing to play its role in revenue success. Leading-edge CMOs now favor an ecommerce model and focus on customer experience, all of which requires an ABM approach. Even digital advertising has become fundamental for B2B marketers, and ABM software supports ad-targeting by either providing native advertising capabilities or at least enabling integrations with partner solutions.

    ABM is how B2B marketing should be

    B2B sellers work at an account level and most B2B projects involve large and complex buying centers and decision processes. So mature B2B CMOs now focus on account-based work, developing and maintaining engagement with important contacts in target accounts. Account-based marketing and selling is how B2B marketing should work, mixing digital and human communication. 

    ABM platforms could become the new marketing backbone system

    ABM continues to be the most-used promotional acronym by marketing software vendors with well over 90 software vendors claiming to provide ABM-specific functionality and it is a highly-active playing field for venture capital investors. The leading ABM platform vendors have product roadmaps to expand into a wide range of engagement channels, including direct mail and campaign personalization. Currently, most users connect ABM systems to the (older) incumbent marketing lead management (MLM) platform to cover that. But most MLMs have been slow to embrace ABM so, as martech budgets tighten, ABM urgency could drive MLM vendors out of their market. 

    The ABM nomenclature will fade out in the near-term. 

    B2B marketing will end up being 100% account-based in its digital marketing, informed and optimized by data collected about those accounts. This will remove the need for the ABM label – the new system of engagement is, essentially, the (ABM-based) B2B marketing cloud with data as the hub: an account-based go-to-market platform. 

    We plan to publish the report on April 12th. I can reveal now that the global survey of 1,500 practitioners scored these vendors as Market Leaders (a score of over 4/5 on both the Strategy and Execution axis): 6SENSE, DEMANDBASE, KWANZOO, JABMO, MADISON LOGIC, MRP, TECHTARGET, and TERMINUS.

    Contact me if you’d like to hear more about this ABM research, including the other ABM vendors selected and scored in our global survey of 1,500 practitioners.  

    Always keeping you informed !  Peter

  • ABM,  BCM Research,  Brand Content Management,  Channel Marketing and Enablement,  DAM,  Marketing Lead Management,  News,  Sales Enablement Management

    2020 Vendor Landscapes

    Through the last year in my work with Research in Action, I have discovered many separate vendor landscapes – ALL LISTED BELOW FOR EVERYBODY TO READ. I interviewed thousands of marketers on their business processes automation and talked to nearly 200 marketing software vendors – as discussed in this blog. I was briefed by many more vendors in 2020 than in 2019, when starting out as an independent analyst, which was gratifying but also made the projects longer. 

    The vendor-marketers often remark 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). We also survey companies from mid-market to enterprise and across the globe, while many vendors are very specific about their target market segment. 

    But the challenge for marketing software marketing professionals remains: Do you focus on shining in a category; or do you ensure you are found by marketing professionals when they seek an answer to their automation challenges. Sometimes, these objectives and tactics may even be mutually exclusive. 

    Here are the vendor landscapes discovered in my global process-oriented surveys. I have taken the liberty of listing the vendors in order of their ranking in the Vendor Selection Matrix graphic.  

    Channel Marketing and Enablement (Nov 2019). ”Channel” being business partners not marketing channel. I also wrote reports focused on Partner Relationship Management (PRM) and Through-Channel Marketing Automation (TCMA) based on this list. This topic is often also called Local Marketing. The most dramatic feedback I had for this report was a threat to be sued by one vendor who, firstly objected to being lower than #1 and, secondly, claimed that they had not given me (nor their 124 customers) permission to talk/write about them.

    IMPARTNER (#1 Overall, #1 Price/Value), BRANDMAKER ( #1 Customer Satisfaction), TIE KINETIX (#1 Customer Satisfaction), ZIFT SOLUTIONS, CHANNELEXPERTS, BRANDMUSCLE, ELATERAL, ANSIRA, SPROUTLOUD, BRIDGELINE DIGITAL, NETSERTIVE, CHANNELKONNECT 

    Marketing Lead Management (Mar 2020). 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.

    MARKETO (#1 Overall, #1 Customer Satisfaction), ACT-ON (#1 Price/Value), HUBSPOT (#1 Customer Satisfaction), CREATIO (#1 Price/Value), ORACLE, SAP, ADOBE, SALESFORCE, RIGHT-ON INTERACTIVE, PEGASYSTEMS, EVERGAGE, SALESFUSION, SUGARCRM, ZOHO, CRM NEXT  

    Sales Engagement Management (May 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.

    SEISMIC (#1 Overall, #1 Customer Satisfaction), CLEARSLIDE (#1 Price/Value), SHOWPAD, BRAINSHARK (#1 Price/Value), HIGHSPOT, SALESPHERE (#1 Customer Satisfaction), BIGTINCAN, SAP, , MEDIAFLY, PITCHER, SALESLOFT, APPAROUND, ZOOMIFIER, PROLIFIQ, ACCENT TECHNOLOGIES

    Digital Marketing Service Providers (Aug 2020). We wanted to ask marketing practitioners about the service providers they work with on their digital marketing projects. But what do we call this beast?

    Marketing Agency … Marketing Consultant … Marketing Systems Integrator (SI) … Media Agency … Full Service Agency … Digital Agency … Digital Experience Agency …

    Then I remembered posting a research report back in 2011 called “The Emergence of the Digital Marketing Service Provider (DMSP)” based on a consulting project I had just done. My Forrester colleagues didn’t like the term, but it led to many new engagements with both creative marketing agencies, who wanted to add more IT skills to their offering, and traditional IT-centric SIs wanting to expand their creative offerings. It worked for the survey and produced great results – but we also learned that these companies do little or no marketing about themselves, so the report had little traction. I was particularly pleased to see the provider that I based that 2011 Forrester report upon (I’ve known Valtech since they were a HP hardware reseller back in the 1990s) topping the survey results. 

    VALTECH (#1 Overall), R/GA, HUGE, MERKLE, 10PEARLS, CAPTECH, ICFNEXT, MPHASIS, EPAM, PROXIMITY, PUBLICIS SAPIENT, CRITICAL MASS, MULLENLOW PROFERO, PERKUTO, LEADMD, KIN & CARTER, CI&T, PEDOWITZ GROUP, THOUGHTWORKS, DIALEXA

    BTW – the above research revealed this: DMSP are absolutely awful at marketing themselves (“cobblers children”).

    Marketing Resource Management (Oct 2020). Marketing executives, as with any business executive, should have full visibility for the planning and effectiveness of all the business resources they deploy. The Marketing Resource Management (MRM) process manages all marketing assets and supports plans and budgets for marketing initiatives. As the topic is not fully deployed, we found a vendor landscape with a mix of vendors managing some asset types, those that manage projects resources, plus those vendors who do manage the full range of digital assets, talent, budgets and projects.

    BRANDMAKER (#1 Overall, #1 Customer Satisfaction), PERCOLATE BY SEISMIC (#1 Price/Value), APRIMO, WORKFRONT (#1 Price/Value), CONTENTSERV, ALLOCADIA, BRANDMASTER, SITECORE (#1 Sitecore), ELATERAL, WEDIA, INFOR, SAS, BIZIBLE, SAP, BRANDMUSCLE

    Customer Data Management (Dec 2020). The vendor landscape for Customer Data Management (CDM) is a broad mix of vendors with a wide variety of claims: data consolidation, collecting entire clickstreams, creating a “golden record” through identity resolution, enabling intelligent engagement, and identity tagging. The CDM challenge is different across the B2C and B2B spectrum, which we analyzed in the report at length. 

    TEALIUM (#1 Overall, #1 Price/Value), AQUIA (#1 Customer Satisfaction), EVERGAGE, SITECORE (#1 Price/Value), CXENSE, ACTIONIQ, ADOBE, REDPOINT GLOBAL, EULERIAN, BLUECONIC, COMMANDERS ACT, SALESFORCE, NGDATA, ORACLE

    Feedback and comments to poneill@marchnata.eu please.  

    Always keeping you informed! Peter 

  • ABM,  DAM,  News,  Vendor Selection,  Web Experience Management

    Propensity to Switch DAM, DX and ABM Vendors

    I have collected several new Recommendation Index (RI) values from my recent Vendor Selection MatrixTMreports on Digital Asset Management, Digital Experience Management and ABM. Remember, a few months ago I suggested that this is a significant leading-indicator of long-term customer satisfaction but also, more importantly, of the propensity to switch vendors.

    (picture source: iStock.com/PrettyVectors

    The RI (the simple percentage of respondents who answer “yes, I would recommend this vendor to my peers in this market”) encapsulates a longer- term, more strategic element of customer satisfaction – essentially it is a measurement of customer loyalty. It is for that reason that we have included the points earned through the RI score in our Strategy axis on the matrix and give it a significant 25% weighting.

    The data below shows that the vendors listed in our Digital Asset Management (DAM) landscape include several that should feel threatened by a propensity to switch. Our survey also showed that 51% of the respondents were planning to consolidate their many and disparate DAM vendors – always a moment of truth for a supplier if your client is not really satisfied with their overall experience. 

    Next week we will publish our report on the top Digital Experience Management (DXM) vendors as rated by our global survey of 1,500 practitioners. There is, indeed, already a lot of churn in this market as businesses race to replace their older web content management platforms with a more capable and holistic DXM solution. The large enterprise application software vendors may have provided “good-enough” platforms till now, but most businesses driving and accelerating their digital transformation are more likely to turn to specialist providers in the future. 

    Here is a sneak preview of my next report, on Account-Based Marketing which is coming out later this quarter. The table shows an impressive scoring of all Recommendation Index values in the 90s but four are below the 95% number that I would set as an alert.  

    Vendors. I think that any RI 95% or over is satisfactory but an RI between 90-94% should raise some alarm signals about your customers’ emerging propensity to switch, while below 90% is already a state of alarm.

    Buyers. There is nothing stopping you interpreting the numbers in a similar manner. 

    If you want to see further tables, The first blog last year had data for Marketing Lead Management, Sales Engagement Management, and Marketing Resource Management vendors. The second post shows data on Customer Data Management vendors.  

    Always keeping you informed! Peter 

  • DAM,  News,  Vendor Selection

    I am an Influencer

    One of the challenges working as an independent analyst is explaining what I do now – especially in a private environment. When you work for a company, people associate your work easily with whatever that firm is famous for. Now I need to much more explaining about the potential outcome of my work. 

    I actually considered adopting the persona of a “B2B Marketing Influencer” when I started out … but got nervous of people seeing me as some sort of blogger testing perfumes, clothes or something else.  

    But that role is, slowly but surely, becoming important in our business world. When I hear myself describe the “market impact” of our Vendor Selection MatrixTM reports to software vendors (“We work with a panel of 100,000 marketing decision-makers”; “Our reports get 15,000 clicks on average”), perhaps that is the role that I fulfilling now. These reports are “influential” because we combine real feedback from 1,500 practitioners and with a seasoned Analyst’s point of view and experience. 

    The software vendor Onalytica offers an influencer marketing software platform that connects brands with topical influencer communities and helps them to scale and structure influencer programs globally. Many of the brands working with this software are B2B vendors and providers. This is what they have to say in their 2019 The Complete Guide to Industry and B2B Influencer Marketing :

    Influencer Marketing is now at a point where we no longer feel the need to explain why it is important, it  has become an integral strategy for Industry and B2B Marketing. Influencer Marketing was voted the 2nd

    most important trend for B2B Marketing according to research released by Raconteur in July 2019 interviewing 214 senior B2B Marketers across North America and Europe.

    Add to this that WOMM (Word of Mouth Marketing) has been around for as long as humans have. When we have a positive or negative experience with a brand, we are inclined to share that with our peers.

    WOMM results in 5x more sales than paid media and people are 90% more likely to make a purchase based on a friend’s recommendation. Influencer Marketing is no longer the “nice to have”, but rather the “must have” strategy.  

    Onalytica cleverly beats their own drum by periodically publishing a Who is Who report for a certain topic where they discover the most influential experts using Onalytica’s 4 Rs methodology (Reach, Resonance, Relevance and Reference) based upon quantitative data pulled through LinkedIn, Twitter, Personal Blogs, YouTube, Podcast, and Forbes channels, plus qualitative data pulled by their insights and analytics team to  capture offline influence. All these influential experts are categorised by influencer persona, the sector they work in, their role within that sector, and more from a curated database of 1m+ influencers.

    That sounds like powerful stuff. Which is why I was so pleased to be included in their latest report on Data Management. My Vendor Selection MatrixTM on Customer Data Management came out in December and I seem to have hit on a hot topic at exactly the right time. As well as the more harmless self-publicity thrusts I make via Twitter, LinkedIn, and the Research in Action and marchnata websites, there is a hive of dialogue going on with both vendors and buyers, which their tools picked up. I also published a report on Digital Asset Management in January which is having a similar impact. Somehow, that got me into the Analysts category of the top Influencers for the topic. I am listed there among illustrious full-time experts (remember, I cover various topics within marketing process automation during the year) working for the giants of my industry. 

    I have never briefed Onalytica, not even talked to them. When they published the report, they could not even email me but had to send out a Twitter post. 

    Here below is the page where I feature. The full report (free but gated) is available here

    The Who’s Who in Data Management page which includes me

    Always Keeping You Informed !  Peter

  • Brand Content Management,  DAM,  News,  Vendor Selection

    Managing All Marketing Resources

    Here it is – my Vendor Selection Matrix report on Marketing Resources Management. Modern CMOs or Marketing Directors are now responsible for a more extensive operation, some are even measured on revenue contribution. So, as with any business executive, they should have full responsibility for the planning and effectiveness of their business resources. For a marketing, those resources fall into these categories: money or costs, people or talent (internal and external talent), content assets and brand. 

    Enter  “Marketing Resource Management” (MRM). MRM is still in its adoption infancy — If you google MRM, you’ll be informed about Magnetic Resonance in Medicine or guided to the marketing agency MRM/McCann. Capterra does have 28 MRM Software offerings in its directory though. And my esteemed ex-colleagues at Forrester produced a Forrester Wave on MRM in 2019 that focused on the needs of enterprise B2C organizations above $1 billion in revenue and identified eight vendors with more than 25 such installations.  Although MRM is infant, the vendors are mostly experienced and established providers – their Recommendation Index and, indeed, overall scores are outstanding compared to my other marketing automation

    As always, this report is based upon feedback from 1,500 businesses globally plus my view of the each vendor’s strategy and viability. Here are the report highlights:

    • MRM is used to help to define marketing plans, collect and share marketing assets, execute on campaigns, and track marketing assets across print and digital channels. It also manages marketing budgets, tracks actual costs and supports the campaign planning process. It provides a single unified system for all marketing material, which in turn ensures consistency of branding and messaging. It also enables marketers to create workflows and processes to streamline marketing operations. 
    • The resulting vendor landscape for MRM is a mix of vendors managing some asset types, ones that manage mainly project resources, plus those vendors who do manage the full range of digital assets, talent, budgets and projects.  
    • There is a clear gradient of project maturity across the landscape. Many marketing departments are still only managing content and digital assets and operating as a cost center. Over time, some organizations mature into fully accounted-for revenue centers where the CMO needs visibility into all project work and all types of resources deployed. This maturity model is reflected within the maturity S-Curve shown in this report: moving from PIM and DAM projects to a more “universal content management” system; then adding costs and talent to achieve MRM; before progressing further with a Customer Data Management project and, ultimately, being able to do full Marketing Performance Management. 
    • There are generally three broad types of MRM projects: asset and people management , spend management, and workflow management; with four categories of resources managed: cost, talent, content, and brand.  The relative importance of each resource category in a planned MRM project will often determine which solution fits best, so our report lists the resources managed by each vendor profiled.
    • Who came out on top? The top five vendors rated by the users for MRM in 2020 are (listed alphabetically) Aprimo , BrandMakerContentservPercolate by Seismic, and Workfront.
    • The vendors Allocadia, Bizible (Adobe), BrandMaster, BrandMuscle, Elateral, Infor, SAS, SAP, Sitecore, and Wedia complete the list of vendors who were named by the 1500 business professionals.

    Remember, our research discovers a “vendor landscape” – those vendors most highly regarded by users for automation of the process (or family of processes) we discuss in the survey. Due to geographical, segmentation and functional differences, it is not always a list of direct competitors. In fact, some respondents deploy at least two to cover their needs.

    If you would like to see more of the report, such as the individual vendor profile sheets and full scoring schema, please contact me.  

    Always keeping you informed! Peter

  • BCM Research,  Brand Content Management,  DAM,  News

    MRM is Coming

    Marketing Resources Need To Be Managed As A Business

    As some of you may know, I do market research on software vendors and products through  interviews with marketing practitioners. I always approach my topics from the business point of view – instead of a technology category/label only familiar to product managers in software companies, or analysts at Gartner or Forrester, I name a business process (or family of processes) that I know marketers are thinking about. After all, marketing executives don’t sign cheques for software because they are collectors, they want to make their processes more efficient and expect an automation project will help. 

    So one of my more general ice-breaker questions has always been a flippant “So, what do you manage these days as a marketing manager?”. And the ice is usually broken by the marketer listing things like “leads”, “spending”, “agencies”, “people”, “digital assets” (they used to say “literature” way back), and, of course, “The brand”. 

    Over the years, their list has become longer but also more business-centric. Way back when, marketing was only about sales support, lead generation and literature. Thankfully, modern CMOs or Marketing Directors are now responsible for a more extensive operation, some of them even measured on revenue contribution. And so, as with any business executive, they should have full responsibility for the planning and effectiveness of their business resources.

    For a marketing executive, those resources fall into these categories: money, people, content assets and brand. And the process to manage these resources is therefore being called “Marketing Resource Management” (MRM). 

    MRM is still in its adoption infancy — If you google MRM, you’ll be informed about Magnetic Resonance in Medicine or guided to the marketing agency MRM/McCann. Capterra does have 28 MRM Software offerings in its directory though. And my esteemed ex-colleagues at Forrester produced a Forrester Wave on MRM in 2019 that focused on the needs of enterprise B2C organizations above $1 billion in revenue and identified eight vendors with more than 25 such installations.   

    I would propose that now the time has come for many more CMOs and Marketing Directors to acquire their own “ERP system” and implement a serious MRM project, taking full control over what can make a marketing organization successful. 

    Clearly, content and brand resources are already marketing-specific and many CMS and Brand Content Management systems include resource management for those resource types. But using the corporate ERP software to manage people resources is no longer sufficient for a CMO because team managed increasingly includes external contributors (agencies, freelancers, analysts). These cannot be counted as a project but must be seen as ongoing marketing people resources. Lastly, the spending of marketing budgets is now so dynamic and digital that marketing executives can no longer rely on monthly or quarterly financial reports with historical data – if anything, they need a dashboard.  

    By definition, the MRM system should be marketing-centric – one that has the right language or terminology, reporting structure and cadence. Marketers think in terms of campaigns, not financial quarters, and they need a planning calendar. It should provide marketing professionals at all levels in the hierarchy with an ideal experience and support decisions about marketing investments. For that reason, the ideal solution would often be one that is grown out of an existing management system used within marketing. 

    But a relevant MRM must be more than just a planning/budgeting system: database plus reporting. It needs to able to be state of the art in that it can:

    • Take inputs from all players in the marketing ecosystem – for many companies this can include geographic entities or subsidiaries and even business partners
    • Collect live data in real-time to support decision-making
    • Provide recommendations and insights based on AI.

    I am currently fielding a global survey of marketers and their experience with MRM solutions, so watch this space.

    Always keeping you informed!  Peter 

  • ABM,  Brand Content Management,  Channel Marketing and Enablement,  DAM,  Marketing Lead Management,  Partner Management Automation,  Sales Enablement Management,  Vendor Selection,  Web Experience Management

    2019 Wettbewerbslandschaften

    In meiner Forschung zur Vendor Selection Matrix von 2019 habe ich viele Wettbewerbslandschaften von verschiedenen Anbietern entdeckt, welche im folgenden beschrieben wird.  (Blog auf Englisch)

    Während diesen Projekten habe ich tausende Marketing Fachleute zur Automatisierung ihres Marketing-Prozesses befragt und mich mit etwa 120 Marketing Software Anbietern unterhalten, meist über deren Analyst Relations und Produkt Marketing Manager, wie in diesem Blog erläutert wird.  

    Die Anbieter-Marketer trafen häufig Aussagen wie z. B. : „Merkwürdig, dass Anbieter auf ihrer Liste sind, welche ich selten wahrnehme und gegen welche ich meiner Meinung nach nicht konkurriere“.  Das liegt daran, da ich zu Beginn der Befragungen immer einen bestimmten Marketingprozess beschreibe und die Teilnehmer dazu befrage, mit welchen Anbietern Sie in diesem Prozess zusammenarbeiten. Ich versuche hierbei Kategorie-Begriffe zu vermeiden, welche von anderen Analysten oder Produkt Manager erfunden wurden, da Marketing Fachleute in der Regel nicht in diesen Kategorien denken (dies ist eher ein IT-zentrisches Merkmal). 

    Mein erster Bericht in 2020 ist bereits fertig, zum Thema Marketing Lead Management (MLM). Die Studie ergab eine neue Anbieter Landschaft mit einer interessanten Mischung aus Email Service Providern, Marketing Automatisierung Anbietern und sogar einigen selbstbezeichneten Customer Data Platform Anbietern. In einigen Unternehmen ist vermehrt ein Wechsel vom MLM Prozess zu einem Customer Engagement Prozess zu beobachten, welcher die diverse Zusammensetzung der Anbieter Landschaft erklärt. 

    Dadurch ergibt sich folgende Herausforderung für die Anbieter: Fokussiert man sich auf hervorragende Leistung in lediglich einer Kategorie oder darauf, von Marketing Fachleuten gefunden zu werden, welche Lösungen für Fragen der Automatisierung suchen.

    Im Folgenden werden die 2019 Vendor Landscapes (Anbieter Wettbewerbslandschaften) dargestellt, welche im Rahmen meiner globalen prozessorientierten Studien gefunden wurden.

    Marketing Lead Management (Nov 2018). MLM Prozesse werden in Marketing- und Vertriebsabteilungen angewandt, um die Sammlung von unqualifizierten Kontakten zu unterstützen. Darüber Hinaus beschreiben Sie die Möglichkeiten von diversen Marketing Werkzeugen wie Post oder Email Antwort, Datenbank Marketing Programme, anderen mehrkanalige Marketingkampagnen, Offline Interaktionen wie Seminare oder Messen, Kontakt aus Sozialen Medien und Web-Seiten.

    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 beschreibt das Management aller digitalen Inhalte, um die Markenkommunikation auf allen Ebenen des Unternehmens zu regulieren, von Unternehmensmarken bis hin zur individuellen Kommunikation eines Produkts. Unternehmen, welche in einem weit verteiltem Marketing Umfeld agieren, wenden BCM Prozesse an, um Inhalte über alle interne Organisationen, Tochtergesellschaften und/oder allen Geschäftspartnern hinweg zu steuern und abzustimmen. 

    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 spielt eine zunehmend aktive Rolle in der Befähigung des Vertriebspersonals, welches sich durch die robusten Werkzeugen einer all-in-one Plattform möglichst produktiv mit kompetenten Käufern und Kunden beschäftigen kann. 

    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 ist eine integrierte Reihe von Geschäftsprozessen für die Erstellung, Verwaltung, Lieferung und Optimierung von konzeptualisierten digitalen Erfahrungen auf Webseiten. Software, welche diese Prozesse automatisiert, muss sich mit der zunehmend komplexen, umfangreichen und stets vernetzten Technologielandschaft auseinandersetzen.

    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). Der DAM Prozess beschreibt das Speichern und Verwalten von digitalen Dateien, insbesondere digitalen Medien wie Grafiken, Videos, Sound und Textkomponenten, welche für die digitale Produktion von Inhalten benötigt werden. DAM katalogisiert die digitalen Inhalte für verschiedene Nutzer, welche beispielsweise im Marketing, Produkt Management, Verkauf, Service, Design oder in Produktionsabteilungen einer Organisation tätig sind. 

    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

    Digital Asset Management in Deutschland (August 2019).

    ADOBE (#1 Overall, #1 Customer Satisfaction), APRIMO, BYNDER, CANTO, CAVOK (PEAK-14), ELUM, CENSHARE, CONTENTSERV, COREMEDIA, EIKONA-MEDIA, EYEBASE, NUXEO, OPENTEXT, SITECORE (#1 Customer Satisfaction, #1 Price/Value)

    Account Based Marketing (Oct 2019). Der ABM Prozess stellt eine bereits etablierte Marketing/Verkaufs-Methode für Unternehmensdienstleistungen dar, bei denen Erfolg sehr von persönlicher Empathie und Beziehungen abhängt. Das Aufkommen von digitalem Marketing, welches von technologischem Fortschritt in Webseiten- und Datenanalytik geprägt ist, erlaubt allen B2B Unternehmen einen ABM Prozess aufzubauen, welcher es ermöglicht die gesammelten behavioralen- und Profildaten von Unternehmen und deren Kauf-Entscheidern gewinnbringend zu nutzen. 

    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 und Enablement Prozesse umschreiben die Aufgaben, welche ein Herstellers ausführt, um Produkte und Dienstleistungen durch eine Partnerorganisation über einen indirekten Kanal zu vertreiben. Nur wenige Anbieter können bisher den Marketing Fachleuten helfen, beide dieser Prozesse effizient zu automatisieren. 

    ANSIRA, CHANNELXPERTS, IMPARTNER (#1 Overall, #1 Price/Value), TIE KINETIX (#1 Customer Satisfaction), ZIFT SOLUTIONS

    Through-Channel Marketing Automation (Nov 2019). Als Teil des Channel Marketing Prozesses eines Herstellers, welcher Produkte und Dienstleistungen durch Partnerorganisationen über einen indirekten Kanal vertreibt, ist TCMA für die Marke und das Content Asset Management dort relevant, wo Programme und Promotionen in beiden Richtungen des Kanals verwaltet werden. TCMA wird auch als regional Marketing oder Vertriebsmarketing beschrieben.

    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). Als Teil des Channel Marketing Prozesses eines Herstellers, welcher Produkte Produkte und Dienstleistungen durch Partnerorganisationen über einen indirekten Kanal vertreibt, stellt PRM eine Reihe an Prozessen dar, welche sich auf die Beziehung zum Geschäftspartner selbst fokussieren und sich durch folgende Elemente auszeichnet: Rekrutierung, Registrierung, Klassifikation, vertragliche Details, Informationsaustausch u. v. m..

    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, sowie Fragen und Anregungen sind jederzeit Willkommen, hier oder direkt an poneill@researchinaction.de

    Always keeping you informed! 

    Peter O’Neill 

  • ABM,  Brand Content Management,  DAM,  Marketing Lead Management,  Sales Enablement Management,  Vendor Selection,  Web Experience Management

    2019 Vendor Landscapes

    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 peter@teamoneill.de

    Always keeping you informed! Peter