Report:

The Forrester Wave™: B2B Customer Data Platforms, Q4 2023

Top Vendor Products for B2B Customer Data Platforms in 2023

• Oracle

B2B Customer Data Platforms Vendor Product Comparisons 2023

• Oracle - Leaders
  

  Pros:

  • Provides out-of-the-box, industry-specific data models, allowing tailored solutions that resonate with specific industry requirements
  • Recently launched new journey orchestration capabilities, enhancing ability to drive targeted, personalized customer interactions
  • Created a strong foundation geared toward addressing customer data challenges across the entire B2B Revenue Waterfall™

  Cons:

  • Creating buying group segmentation currently remains a custom offering, potentially limiting scalability for larger enterprises
  • Reference customers highlighted challenges with the complexity of the implementation process and subsequent adoption curve
  • Has opportunity to deepen the CDP's interplay with its advertising and customer experience products to magnify overall value


• Adobe - Strong Performers
  

  Pros:

  • Only vendor to achieve top scores in both vision and innovation areas
  • Strong focus on solving for buying group needs
  • User-friendly interface applauded by customer references with accurate and efficient cross-device identity matching

  Cons:

  • Some functionality is lacking for non-Adobe customers, as certain capabilities are addressed in Adobe Experience Platform (AEP)
  • Most robust activation is done through Adobe Marketo Engage rather than the CDP directly
  • Reference customers felt implementation via Adobe or solution partners was a must, increasing initial cost of deployment


• ActionIQ - Strong Performers
  

  Pros:

  • Strong ID resolution capabilities supporting complex process of unifying and managing customer identities across various platforms
  • Professional services offering stands out with strong dedicated team providing high level of customer service and technical expertise
  • Offers flexibility in data storage options with module-based product and pricing structure

  Cons:

  • Full set of ID resolution capabilities only offered through an add-on module
  • Platform shows limitations in activation capabilities, robust attribution reporting, and alerting
  • All reference customers have customized installation, indicating solution caters to more technical buyers


• Leadspace - Strong Performers
  

  Pros:

  • Strong capabilities in data management and unification with proficiency in consolidating disparate data sources
  • Creates unique 'golden record' for each account and enriches data set with critical industry-specific information
  • Includes valuable second- and third-party data complementing data management capabilities

  Cons:

  • Falls short in lack of native journey orchestration, focusing instead on meeting data and intelligence needs
  • Must further increase offering's ability to generate insights that more natively and holistically understand and meet sales' needs
  • Limited native activation capabilities


• Twilio - Strong Performers
  

  Pros:

  • Exceptional data management capabilities and proficiency in first- and third-party data ingestion with hundreds of native integrations
  • Impressive partner ecosystem which bolsters product offerings through customer-focused co-innovations
  • Reference customers state it is easy to use for analytics and engineering teams

  Cons:

  • Second-party data only available through data clean rooms and data warehouse integrations
  • Solution is still fairly technical though customers can do much work through the UI
  • For additional reports beyond journeys interface dashboard, Twilio largely looks for customers to use its business intelligence tools


• Scal-e - Contenders
  

  Pros:

  • Robust, configurable data cleansing and normalization ensuring businesses have access to accurate and streamlined data
  • Customer feedback highlights platform's ease of use and comprehensive nature
  • Committed to sustainability with carbon footprint reduction, having obtained score of C from Greenly

  Cons:

  • Severely limited in number of prebuilt native data connectors, which can pose initial integration challenges
  • Full-platform utilization potentially requires high level of effort, as all customer references have customized installation
  • Unique pricing model includes number and types of data sources, adding purchasing complexity


• Tealium - Contenders
  

  Pros:

  • Stands out for intelligent recommendations and easy, plentiful access to valuable third-party data
  • Unparalleled array of native integrations with systems of insight and engagement, boasting 1,300 connections
  • Reference customers highlight ease of merging digital activity data with offline demographics, account details, and third-party data

  Cons:

  • Does not offer journey orchestration, expecting customers to have this capability in their campaign management or marketing automation platforms
  • Falls short in providing comprehensive reporting and alerts
  • Roadmap overlooks chances to address unique needs of B2B marketers more attentively


• Lemnisk - Challengers
  

  Pros:

  • One of solution's greatest strengths lies in journey orchestration capabilities
  • One of just a few offerings to provide intelligent recommendations using advanced ML algorithms to predict and suggest next best action
  • Reference customers highlight company's resilience and high tolerance for experimentation in pursuit of better business outcomes

  Cons:

  • One of only solutions evaluated that lacks prebuilt native connectors for data sources, a challenge reference customers called out
  • Account scoring currently only supported through professional services, creating barrier to timely access to insights
  • Emphasis on marketing automation detracts from addressing comprehensive customer data needs for revenue teams

Reference

• Forrester, The Forrester Wave™: B2B Customer Data Platforms, Q4 2023, 12-Dec-2023, ID RES178456

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