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. Brands are competing for consumer time and attention, while customers have a plethora of options and more information about vendors than ever before. Mobile, social media, online review websites and peer groups have made consumers savvy about researching their options. Add on price comparison services and shifts in the advertising and media markets, B2C CMOs and their teams are challenged to serve the on-demand customer. 

These systems help marketers execute on brand awareness initiatives, provide targeted personalized campaigns at scale, leverage segmentation to select advertising mediums, and facilitate social media marketing - all leading to an engaged customer. As CMOs are increasingly held accountable to deliver and show revenue results, the need for robust data analytics capabilities has grown in importance.

This update considered solutions that deliver strong cross-channel marketing capabilities and are actively helping their clients address landmark privacy regulations, such as GDPR and the recently passed California Consumer Privacy Act. Constellation sees growing adoption of artificial intelligence (AI) capabilities by marketers in 2018, and innovation in this area was given additional weight in the evaluation process. Discussions with clients also placed additional emphasis on attribution capabilities. Listed vendors that added capabilities in the attribution area include Adobe with its Attribution IQ solution and Salesforce Marketing Cloud with its Datorama acquisition and integration with Google Analytics.

Threshold Criteria

Constellation considers the following criteria for these solutions:

  • Ease of use, user interface
  • Quickly and easily design campaigns, visual workflow
  • Robust segmentation capabilities
  • Facilitate and track advertising mediums, retargeting
  • Social listening and engagement capabilities
  • Web personalization, integration with commerce platforms
  • Behavioral and A/B campaign testing
  • Multi-channel campaign attribution
  • Product vision and roadmap, emphasis on AI and attribution
  • Aggregated analytics and 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).

Enterprise Solutions

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):

  • Adobe Marketing Cloud
  • Oracle Marketing Cloud
  • Salesforce Marketing Cloud
  • SAS Customer Intelligence

SMB Solutions

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):

  • HubSpot
  • Kahuna
  • Zoho CRM Plus (Campaigns and Social)

Frequency of Evaluation

Each Constellation ShortList evaluation will be updated every 180 days as needed.

Evaluation Services

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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