In a 2,000-product marketing technology ecosystem, marketing clouds attempt to bring all the functionality you need into one place, in one system of record, with one unified profile of your customers, and one unified, simple user interface to control it all.
At least, that’s the theory. To find and report the reality, we:
surveyed 1,483 marketing technologists
studied marketing cloud penetration data on 10s of millions of websites
combed through vendor financials
conducted more than 20 personal interviews
collected over 150 feature and functionality data points on 19 vendors
gathered and analyzed revenue share statistics for key vendors
What you can expect to get from this report:
what is a marketing cloud, anyways?
features of marketing clouds (plus: most used, least used)
marketing cloud penetration data, including who is using them
the 5 different kinds of marketing clouds
our scoring matrix
vendors’ scores on 12 different categories (see below)
VB’s “best bet” marketing clouds for
what existing marketing cloud clients say about:
what ROI they’re getting
what effect having a marketing cloud has had on their marketing
how long they took to research marketing clouds
how long it took to set up their marketing clouds
how much they intend to invest next year
We reveal how the big and small marketing clouds perform in 12 different categories:
scope of solution
full customer journey
That last score, efficacy, is a measure of how actual users say the various solutions perform.
In addition, we’ll go in-depth into each solution, revealing its solution set, vision, capability, focus, size, pricing, and perhaps most importantly: how users feel about usage and integration of the software into their jobs and into their companies.