Gartner Magic Quadrant 2021 for Multichannel Marketing Hubs


Solutions Review editors highlight what has changed since the last iteration of the Gartner Magic Quadrant for Multichannel Marketing Hubs and provide analysis for the new report.

Analyst firm Gartner, Inc. recently released the 2021 version of its Magic Quadrant for multichannel marketing hubs. Gartner defines a Multichannel Marketing Hub (MMH) as a technology that can orchestrate corporate communications and delivers diverse customer segments through multiple channels, including websites, mobile, social media, direct mail, centers calls, paid media and emails.

The basic components of an MMH include functionality for customer profile management, segmentation, campaign creation, workflows, event triggering, content management, advanced analytics, and more. Marketing managers often rely on MMHs to provide them with unified customer profiles and predictive insights to help them develop personalized multi-channel engagement.

In this updated Magic Quadrant, Gartner identifies what it considers to be the top 20 MMH vendors in the market and assesses the strengths and weaknesses of each. The report also features the “Magic Quadrant” signature chart, which clarifies how Gartner ranks each vendor’s ability to deliver on their vision. The graph is divided into four quadrants: leaders, challengers, niche players, and visionaries.

What’s Changed: Gartner’s 2021 Magic Quadrant for Multichannel Marketing Hubs


As the MMH market continues to evolve, Gartner is updating the criteria it uses to assess vendors, which means the vendors included in this report may differ from previous reports. For example, Evergage, a visionary in last year’s report, was removed from the list because it was acquired by Salesforce in early 2020 and integrated into Salesforce Marketing Cloud. Meanwhile, Acquia and BlueVenn were both added to the report.

Below is a breakdown of each category listed and the companies associated with them.

Leaders

There are very few major changes in this year’s Leader category as all 6 vendors from last year return in this iteration. The biggest update is Salesforce’s Marketing Cloud platform overtaking Adobe for number one. Gartner cites Salesforce product execution as one of the main reasons for the change, such as the company’s acquisition of Evergage, the release of the Customer 360 Audiences CDP, and the launch of Digital 360 (which brings together Salesforce Marketing Cloud, Commerce Cloud and Experience Cloud together) make it an ideal platform for business marketers.

Adobe remains at the top of the list, as it ranks only slightly below Salesforce. Its MMH, titled Adobe Campaign, is a component of Adobe Experience Cloud and helps marketing teams measure, plan and orchestrate their cross-channel customer engagements. The company released various updates to its MMH last year, but it’s Adobe’s data management capabilities that most Gartner Peer Insights users have selected as the platform’s best strength.

Oracle’s growing portfolio of AI and ML-based features gives it a slight edge over SAS. However, SAS’s hybrid data integrations and requirements, which combine on-premise MMH deployment and cloud-based data, set it apart from its competition. The MMH offerings from Oracle and SAS received high marks for their analytical capabilities.

Acoustic’s MMH, the Acoustic Marketing Cloud, ranks just slightly below SAS and offers a consistent user experience and a dedicated customer service director. The company also offers three competitively priced models of Acoustic Marketing Cloud, all of which include modules for campaign management, personalization, analytics, and corporate content management. This fixes a common problem for buyers and has earned the company high marks.

SAP Marketing Cloud is the latest leader in this year’s report. Gartner defines its best features as its customer data platform, its extensive (and growing) partner network, and its ability to handle complex, high-volume segmentation projects for B2B and B2C businesses.

Challengers

Cheetah Digital, Redpoint Global and Optimove all retained their Challenger status. Cheetah Digital has risen to number one position with its revamped platform and the introduction of the Cheetah Personalization module, enabling users to continuously capture and leverage data, strengthen segmentation functionality and improve performance. real-time decision-making capabilities.

Redpoint Global’s MMH, rgOne, has modules for customer data management, intelligent orchestration, and automated machine learning and has been praised by Gartner Peer Insights for its ability to develop and manage unique customer views over time. real. At the same time, Optimove’s relationship marketing hub provides users with customizable customer lifecycle models, a clean user interface experience, orchestration, a reporting dashboard and information generation tools that earned the company high marks from Peer Insights.

Niche players

Of the 9 companies listed as niche players, Resulticks leads the way, retaining its position in last year’s report. The company’s end-to-end MMH offerings feature actionable audience insight, an accessible user interface, and allow users to incorporate visual content into their campaign planning efforts on systems like DAM. and PIM. Braze ranks just below Resulticks, with the platform’s ease of use and cross-channel execution capabilities cited as the “focal point of customer recognition,” according to Gartner.

Since last year, Insider’s MMH has significantly strengthened its partner network, ensuring a similar placement in the report to iteration 2020. Iterable, meanwhile, has grown since last year, due to the ‘expansion of its data integration functions, growth of its Customer Success Team and the Iterable community, an area in which Iterable has invested heavily over the past year.

Acquia is the first of two new entrants to the report. His MMH, Acquia Marketing Cloud, consists of a customer data platform, a website personalization engine and a multitouch journey builder. The company has focused on adding and enhancing its capability portfolio with a series of acquisitions that Gartner says have helped it claim its place as a viable competitor in the MMH market.

Sailthru’s MMH platform has benefited from the acquisition strategies of its parent company, CM Group, as it has helped the platform extend its functionality and double its intuitive interface, ease of general integration, and timelines. rapid deployment. Selligent Marketing Cloud, also owned by CM Group, has also benefited from the various acquisitions of its parent company, which have endowed the company with a wider network of partners that makes its packaging and affordable prices even more attractive.

BlueVenn is the other newcomer to the report, and its MMH platform includes a CDP, known as BlueVenn Unify, with the BlueVenn ENGAGE MMH. The most notable features of BlueVenn, according to Gartner Peer Insights users, are its flexible data models, its visual drag-and-drop approach to obtaining insights into customer data, and its ability to tailor customer information to outbound customer engagements. . However, it should be noted that Upland Software acquired BlueVenn in March 2021.

HCL Software complements the Niche Player category with HCL Unica, an MMH solution that IBM acquired in 2018. A recent update to Unica converted it to a cloud-native MMH platform. HCL also introduced five new modules in Unica, improved the connections between its different modules and added new out-of-the-box integrations with third-party applications.

Visionaries

Pegasystems and Emarsys are the only two visionaries this year. The former maintains its position on the chart and Emarsys has climbed higher due to its increased ability to execute its product vision. Pega has standardized the process for implementing its Customer Decision Hub (CDH) solutions over the past year and has developed an updated Pega Academy community for its users, which offers various certifications to Pega customers who wish to strengthen their knowledge of the platform. The company also plans to release Scenario Planner in 2021, introducing predictive features to the platform.

Even though Emarsys was acquired by SAP in 2020, the company continues to operate under its own brand. Its acquisition by SAP gave it native access to well-developed enterprise platforms, which has helped Emarsys continue to focus on multi-channel marketing and personalization features in a meaningful way. According to Gartner Peer Insights, the platform’s most distinctive quality is an intuitive interface capable of meeting the needs of a wide variety of users, including non-technical business leaders to advanced data analysts and others. of the.

Read the full Gartner Magic Quadrant here.

William jepma

William jepma

William Jepma is a writer, writer and analyst at Solutions Review which aims to keep readers from all industries informed and excited about the latest developments in enterprise resource planning (ERP), customer relationship management (CRM) and marketing automation. You can connect with him on LinkedIn or reach him by email at [email protected]

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