Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud, Research | Tags: Gartner, Marketo, Multichannel Campaign Management
The leading multichannel campaign management (MCCM) vendors provide breadth and depth in support of multichannel campaigns, while niche vendors focus their efforts on software as a service (SaaS) and addressable channels such as Web, mobile and social.
B2B capability (lead management) continues to be a hot area, with nearly all vendors offering or contemplating options there. There were modest vendor updates and changes in 2009 as the economy slowed. The fourth quarter of 2009 and the first quarter of 2010 helped the market considerably as deals finally moved forward.
Despite the bad economy during the past year, the MCCM market saw continued overall positive growth (although less of it) as marketers continued to shift investments from mass-marketed, one-channel, one-way, company-driven campaigns to multichannel, measurable, interaction-driven campaigns.
More than 90% of the vendors on the Magic Quadrant for CRM MCCM were profitable. Vendors are providing more-advanced multichannel campaign execution, and marketers continue to build on inbound and outbound strategies for targeted, improved response and conversion rates.
During the past year, we saw a continuation of a hot lead management area, and much time and attention given to SaaS as the delivery option that was a “must see” in almost every RFP from clients.
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