About This Constellation ShortList™
The marketing technology landscape has grown rapidly as the Chief Marketing Officer (CMO) takes on increased responsibilities and the change in customer buying behavior. CMOs today drive not only traditional areas of marketing, such as branding, demand generation, and product marketing, but also customer advocacy and loyalty. At the same time, customers have a plethora of options and more information about vendors than ever before, thanks to social media, online review websites and peer groups. Additionally, on lengthy B2B sales cycles and a need to prove revenue contribution, CMOs and their teams are doing more with less.
Marketing automation provides B2B companies with an efficient way to attract, capture, engage and nurture customers. These systems help marketers deliver qualified, sales-ready leads to sellers and provide post-sale nurture for upsell and cross-sell opportunities. As CMOs are increasingly held accountable to deliver and show revenue results, the need for robust data analytics capabilities has grown in importance.
Artificial intelligence (AI) in marketing solutions have moved beyond the conceptual phase, and Constellation sees increases on practical use cases from early adopters. Constellation ShortList vendors are also actively helping their customers address landmark privacy regulations such as GDPR and the recently passed California Consumer Privacy Act. Account-based marketing (ABM) continues to dominate Constellation’s B2B marketing inquiries, and vendor capabilities to support ABM efforts were considered. As described in the report, Why B2B Sales Success Requires a Holistic Account-Based Strategy, 86% of Constellation’s B2B marketing inquiries and advisories contained questions on the topic. Since the last update, Marketo acquired Bizible, strengthening their capabilities in attribution analytics.
Constellation considers the following criteria for these solutions:
- Ease of use, user interface
- Integration into CRM systems, sales visibility
- Quickly and easily design campaigns, visual workflow
- Thoughtful lead capture and scoring
- Identify and manage key accounts to support account-based marketing
- Ability to run A/B testing
- Aggregate web traffic
- Attribution of campaign ROI
- Product vision and roadmap
- Aggregated analytics and role-based reporting
- Post-sale support and community
The Constellation ShortList
Constellation evaluates 50 solutions categorized in this market. This Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share, and internal research. Constellation also considered client company size and marketing resources to recommend solutions suitable for enterprises and small-to-medium businesses (SMB).
The enterprise category is defined as companies with a broad geographical reach, multiple lines of business, and/or over 3000 employees. These are the best-of-breed vendors that provide applications and services without bundling into another platform (in alphabetical order):
- Oracle Marketing Cloud
- Salesforce Pardot
SMBs have limited marketing resources and budget, which is factored into the selection criteria. As SMBs grow, the solution needs to have the ability to scale accordingly. These are the best-of-breed vendors that provide applications and services without bundling into another platform (in alphabetical order):
- Salesforce Pardot
- Zoho CRM Plus (Campaigns and Social)
Frequency of Evaluation
Each Constellation ShortList evaluation will be updated every 180 days as needed.
Constellation clients may work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.
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