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MarketingReport

Gartner: Critical Capabilities for Multichannel Marketing Hubs 2019

Adobe Campaign and Adobe Marketo were both selected as a leader in Gartner’s 2019 MCMH report, showing that both Adobe products show leadership in vision and execution.

Adobe Campaign:
Strengths:

  • Comprehensive Suite: Adobe Campaign provides robust capabilities in an intuitive interface that enables marketers to orchestrate complex programs across channels. Its value deepens when integrated with other Adobe products, including Adobe Analytics, Adobe Target, Adobe Advertising Cloud and Adobe Experience Manager.
  • Embedded intelligence: Sensei, Adobe’s array of AI tools and services, is embedded across its product line, from smart content tagging to media budget optimization. Sensei powers churn predictions, attribution, predictive email imagery and predictive subject line optimization within Campaign.
  • Data Flexibility: Adobe continues to expand support for appending external data to customer profiles for more effective targeting and engagement. Efforts like Adobe’s Experience Data Model (XDM) and its Open Data Initiative alliance with Microsoft and SAP underscore the company’s drive toward enterprise data interoperability.

Adobe Marketo:
Strengths:

  • Integrations: Marketo added 60 integrations to its network of more than 500 partners, extending the platform’s native functionality. Client references rated Marketo positively for ease of integration with other martech stack components, and pointed to operational efficiencies achieved from their Marketo implementation.
  • Attribution Capabilities: Marketo’s Bizible acquisition bolstered the company’s web, mobile and customer journey analytics and attribution capabilities, with reference clients giving strong scores to Marketo’s rules-based and attribution capabilities and predictive modeling. Client references also gave the Marketo Performance Insights marketing dashboard positive scores.
  • Robust platform: Client references cited the flexibility of Marketo’s multichannel marketing hub solution, noting its adaptability across use cases regardless of organization size. It received above-average scores from client references for lead management, offer management and content management and channel optimization capabilities.

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