Magic Quadrant for Multichannel Marketing Hubs
Vendors or products added in this year’s report may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
No vendors were added in this report.
Vendors or products dropped from one year to the next may indicate a change in the market, change in evaluation criteria, or change of focus by the vendor.
The MMH market is experiencing significant transformation driven by five key trends: 1) Market fragmentation into three submarkets (large EAPs, emerging customer engagement specialists, and established campaign management providers), 2) Generative AI integration beginning to revolutionize content creation and workflow automation, 3) Innovation slowing as vendors focus on CDP investments rather than core MMH capabilities, 4) Rising costs and complexity of integrated suites causing buyers to question CDP value propositions, and 5) Strengthening support for scaling journey orchestration with prescriptive AI and NBA capabilities. The market shows declining personalization despite growing channel usage (average 9.1 channels), with only 16% of organizations using two-thirds or more of their MMH capabilities despite 81% designating specific adoption owners.
A: Vendors appear in one year and not the next primarily due to changes in inclusion criteria compliance, market focus shifts, or Gartner's inability to validate required metrics. The inclusion criteria require vendors to demonstrate: at least 20 paying customers, 15 new production deployments in the past 12 months, minimum $50,000 average revenue per customer, at least 60% revenue from North America and EMEA combined, presence in minimum two of four regions across three of seven industries, and either $40M+ annual revenue with sufficient cash reserves or $30M+ revenue with 20+ net new customers and cash reserves. Vendors may also be dropped due to market repositioning, merger/acquisition activity, strategic pivots away from MMH focus, or failure to maintain competitive capabilities relative to market evolution and changing customer needs.