Marketing Clouds: How the best companies are winning via marketing technology

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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

    • enterprise

    • midmarket

    • small companies

    • startups

  • 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:

  1. scope of solution
  2. price
  3. market penetration
  4. vision
  5. installation/implementation
  6. parent company
  7. usability
  8. internal integration
  9. external integration
  10. innovation
  11. full customer journey
  12. efficacy

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.