Report:

Magic Quadrant for Multichannel Marketing Hubs

Top Vendor Products for Multichannel Marketing Hubs in 2024

• Adobe
• Braze
• Salesforce

Multichannel Marketing Hubs Vendor Product Comparisons 2024

• Adobe - Leader
  

  Pros:

  • Vision and reach: Adobe's vision for multichannel marketing centers on orchestration and personalization, but it differentiates from its competitors through its long reach across marketing, creative and commerce teams. Multichannel campaigns and journeys are complex to make and depend on other teams and processes, many of which Adobe supports through its product suite.
  • Audiences and personalization: Adobe's MMH solution is best realized in Journey Optimizer's features for targeting and tailoring content. In the last year, marketers gained the ability to compose new audiences from old, as well as manage those audience definitions through their life cycles. Users can also create web and mobile app experiences for journeys in a no-code designer.
  • Ecosystem partners and certifications: Adobe's MMH solution is complemented by Adobe's in-house professional services and an extensive network of consulting firms, systems integrators and agency service providers. Adobe has enhanced industry solutions through these partners and products like Healthcare Shield, which help it deliver value in regulated industries.

  Cons:

  • Rising license and data costs: In Gartner inquiries, Adobe clients often complain of high cost, citing both product licenses and data processing as drivers, but also Adobe's platform modernization strategy for its product portfolio. Many remain bound to Adobe Campaign, not only for audiences and segmentation, but also because marketers have already fine-tuned skills, team structures and marketing workflows for it.
  • Platform strategy: Adobe's long-term product strategy for multichannel journey orchestration is its platform. As marketers adopt Journey Optimizer, they are likely to need to make corresponding investments in Real-Time CDP and Customer Journey Analytics. Journey Optimizer can be used with third-party CDPs, but some MMH critical capabilities may not function as expected.
  • Prescriptive intelligence: Rather than a guided or prompted approach that identifies issues needing marketers' attention, Adobe's anomaly detection and action recommendation features are largely self-serve. Organizations seeking to improve performance of next best action or experience may find its decisioning capabilities insufficient.


• Braze - Leader
  

  Pros:

  • Scalable data architecture: Braze builds on its batch and stream processing architecture to service both traditional campaigns and orchestrated journeys in a single solution for multichannel marketing. Braze can operate with an existing CDP but isn't dependent on one to enable multichannel marketers with advanced data features.
  • Strengthening ecosystem: Braze shows the most significant rise in market presence of all MMH providers in this evaluation, evolving into a brand that can be trusted to service large enterprises, even in regulated industries. Braze's continued flourishing is underwritten in part by its investments in its consulting and service partner ecosystem; in the past year, it has added Accenture to its burgeoning roster of global and regional partners.
  • GenAI-enabled messaging and journeys: Braze has updated its integrated GenAI-enabled capabilities to help users produce more personalized experiences. Braze enables multichannel marketers to generate text and images for testing or personalized variations at each step of a journey, storing outputs for later reuse.

  Cons:

  • Rising total cost of ownership: Braze offers a slick user experience (UX) for marketers, but it is also best suited for organizations staffed with data engineers, mobile app developers and others in technical roles who can embed Braze deeply into mobile apps and websites. Combined with Braze's increasing reliance on its ecosystem for growth, marketing buyers should assess Braze for its ability to grow strategic value commensurate with its total cost of ownership.
  • Prescriptive intelligence: Braze's modern UX and GenAI features simplify and speed up journey building, yet Braze trails other providers in supporting optimization through prescriptive intelligence. Gartner Peer Insights reviewers cite the difficulty of monitoring and dynamically prioritizing campaigns and journeys.
  • Analytics and reporting: Braze lags other providers in its analytics, especially in reporting marketing effectiveness to stakeholders. While Braze supports large-scale data exports to other data and analytics tools, Gartner Peer Insights reviewers' most frequent complaint is the need to supplement Braze's dashboards with third-party reporting tools.


• Salesforce - Leader
  

  Pros:

  • Broad portfolio and deep ecosystem: Salesforce enables complex commercial organizations to centralize and coordinate the implementation of CRM programs (marketing, sales and service) across multiple Salesforce cloud products. Salesforce Marketing Cloud Engagement equips users with a combination of robust features and broad third-party ecosystem support.
  • Data Cloud and Einstein: Salesforce's investments in Data Cloud enables expanded storage and processing of unstructured interactions, like chat and voice calls. With Data Cloud and Einstein AI, multichannel marketers gain access to advanced analytics and the ability to better coordinate customer-facing actions and messages across Salesforce's Sales and Service Clouds.
  • GenAI reach: Salesforce's broad technology portfolio and large partner ecosystem offer marketing buyers the ability to disseminate GenAI innovations to many customer-facing roles across a large enterprise. Marketing leaders can enhance marketing, sales or customer service experiences through personalized content, generated through prompts and automations.

  Cons:

  • Marketing Cloud stagnation: Salesforce allows marketers to better govern customer interactions across multiple business units and CRM functions, but it offers little support for next best action or prescriptive intelligence. Until Salesforce completes the migration of existing Journey Builder journeys to Flow Orchestrator flows, Marketing Cloud Engagement users must manually implement next best action programs across Salesforce's customer-facing technologies.
  • Platform strategy: Salesforce's future multichannel and orchestration capabilities leverage Data Cloud. Both current clients and new Marketing Cloud customers should anticipate the need to utilize Data Cloud. This dependency may burden organizations with redundant data integration and profile management features, especially if their marketers already rely on other CDPs.
  • Cost to value: In Gartner inquiries, some Salesforce clients complain about the company's ability to deliver value relative to cost for multichannel marketers. For them, rising data management costs and complex pricing models underscore Marketing Cloud Engagement's stagnation and the company's multicloud platform strategy.


• Acoustic - Niche Player
  

  Pros:

  • Snowflake partnership: Snowflake is now embedded in Acoustic Connect, enabling marketers to access enterprise data within a marketing UI. This new partnership allows Connect customers already using Snowflake to expand the number of customer attributes marketers can use to personalize multichannel campaigns.
  • Traditional campaign tool: Acoustic has simple, straightforward packaging and Connect's core capabilities power multichannel campaigns. While clients can use Acoustic with a customer data platform (CDP), they can also use Campaign's built-in data management and analytics to forgo a CDP and still achieve sophisticated targeting and personalization.
  • User onboarding and training: The onboarding experience is simple, and its templated onboarding process allows users to quickly begin creating campaigns and journeys to execute. Acoustic provides strategic and operational support through dedicated customer success directors assigned to each customer, though technical support costs extra.

  Cons:

  • Transformational risk: After several years of incremental innovation in Acoustic Campaign, Acoustic launched Connect in March 2024. Connect's focus on real-time orchestration complements Campaign's focus on traditional campaigns. Existing Campaign clients should not expect Connect to replace Campaign in the near term, particularly for complex, batch campaigns.
  • Market momentum: Five years on from its spinoff from IBM, Acoustic is still trying to find its foothold in this market, and the launch of Connect may increase the difficulty of retaining legacy clients. While Acoustic remains a valuable partner to its existing client base, buyers should scrutinize the company's overall viability and its ability to simultaneously resource Connect's ongoing development and its portfolio of legacy products.
  • Prescriptive intelligence: Acoustic's roadmap focuses on integration and its investments in orchestration will primarily focus on infrastructure enhancements rather than higher-order, marketer-facing functionality. New marketing buyers should be cautious, carefully evaluating whether Acoustic's current capabilities will hinder marketers from productively scaling journey orchestration programs.


• Acquia - Niche Player
  

  Pros:

  • Web-centric orchestration: Acquia's MMH enables clients to build digital journeys through Campaign Studio. It also integrates deeply with Acquia Digital Experience Platform (DXP), enabling users to target or personalize ads, multichannel messages and offers based on on-site engagement history or other integrated profile insights.
  • AI personalization capabilities: Acquia's AI personalization capabilities support journey building through audience segmentation, and through content creation and content recommendations. Generative AI (GenAI) capabilities also appear in Acquia's built-in AI assistant, helping marketers develop personalized journeys across channels through a simple interface.
  • Channel and content preference: In addition to drag-and-drop features for personalization, the offering supports teams seeking to leverage analytics and AI to better engage microsegments within a campaign. Acquia DAM Insights lets users automate the selection of channel and content based on past campaign performance or customer preferences.

  Cons:

  • Complex pricing model: Acquia offers its solution in three package tiers (Standard, Premium and Enterprise), using seven distinct pricing metrics. Multichannel marketers may struggle to translate messaging volumes into data-centric operational costs. Marketing buyers are advised to partner with IT resources to help model data consumption costs at the campaign level.
  • Advertising support: Acquia's MMH solution focuses primarily on owned channels like website and email. It offers native integrations with Meta and Google, but users must turn to partners for other common social media channels, including YouTube, Instagram and TikTok.
  • Prescriptive intelligence: Acquia has improved AI capabilities in its CDP platform for personalization, but reporting remains limited, potentially hindering users' ability to optimize sequences of journeys; or worse, to identify which journeys are most in need of maintenance. Acquia offers limited support for identifying best-performing content and journeys at scale.


• Bloomreach - Visionary
  

  Pros:

  • Customer profile management: Bloomreach focuses on connecting online and offline experiences in one platform. Its data management capabilities derive from its acquisition of CDP provider Exponea, which offered a flexible architecture, allowing customers to easily develop and deploy audiences and triggers that execute across channels.
  • GenAI-enabled vision: Bloomreach has deep strengths in AI and machine learning (ML) for commerce experiences, which adds credibility to its vision of GenAI-enabled multichannel marketing. Clarity, its AI chatbot, is a personalized shopping assistant that can provide product information and enables consumers to complete purchases or modify orders.
  • Goal-based library: Bloomreach Engagement's out-of-the-box journey library speeds up campaign cycle time, allowing marketers to configure new journeys or import their existing journeys from legacy MMHs. Its library is organized by goal-based use cases — for example, acquisition or retention — with strongest support for digital commerce programs.

  Cons:

  • Retail and digital commerce focus: Bloomreach is a robust and rapidly developing MMH solution for retailers and marketers with a digital commerce focus. While Bloomreach Engagement can serve a variety of multichannel marketing programs, its most advanced capabilities may be less useful to marketers with broader customer relationship goals.
  • Short history of success in MMH: Bloomreach's embrace of multichannel marketing is relatively new, and this is most evident in the below-average deal sizes and number of channels that its buyers purchase in their initial contracts with Bloomreach.
  • Regional third-party support: Bloomreach's operations are global, with its headquarters in the U.S. Its MMH is most commonly used by marketers in EMEA. While its product is perceived as easy to use by marketers, the company doesn't have a broad ecosystem of partners to support enterprises that are seeking to boost growth and performance by consolidating martech and streamlining multichannel processes.


• Cordial - Niche Player
  

  Pros:

  • Vertical/industry strategy: Cordial has built a strong client base in direct-to-consumer businesses, due to its tailored product offering and high-touch service model. Cordial excels at appealing to multichannel marketers within firms who are ready to prioritize the use of advanced analytics and adapting their operations to campaign cycle times.
  • Customer profile management: Cordial's modern data architecture enables the Cordial platform to aggregate data from multiple systems, resolve identities, and then target or personalize using an array of prebuilt models. Cordial builds on this foundation with AI-enabled audience creation and content personalization.
  • Boutique customer experience: Cordial leverages its data and analytics capabilities to deliver insights in the first month of use, helping marketers design new campaigns while completing IP-warmup for email programs. It assigns all clients a named customer success manager, and the company offers a range of professional, deliverability, strategic and campaign production services.

  Cons:

  • Market presence: Cordial's focus on midsize retail businesses constrains its value to marketers in other industries, especially those that seek to improve coordination across multiple customer-facing business units or regions. Cordial has an ambitious roadmap, but its small size and shallow resources relative to other providers in this evaluation may deter risk-averse marketing buyers.
  • Prescriptive intelligence: Cordial, despite its strengths in analytics and AI/ML, offers limited capabilities for identifying and optimizing underperforming journeys automatically, and recommending changes to attain performance targets. To help marketers prioritize the growing number of journeys, at the time of evaluation, Cordial's roadmap aims to bring AI-based prescriptive intelligence features to market over the next year.
  • Service provider ecosystem: Cordial's partner ecosystem centers on technology partners and commerce-focused agencies. It plans to build a larger network of partnerships in consulting, system integration and larger agencies. Marketing buyers who seek to leverage service providers in multichannel marketing should evaluate Cordial's in-house capabilities.


• Insider - Visionary
  

  Pros:

  • Time to value: Insider offers both marketers and their customers accelerated time to value through AI. For marketers, Insider's updated Sirius AI accelerates marketing velocity through GenAI, building entire journeys and associated media that marketers can then refine. Insider can also automate some customer service and marketing interactions through GenAI-powered chatbots.
  • Prescriptive intelligence: Insider has strengthened Sirius AI's prescriptive intelligence features in the last year, giving it the ability to suggest new audiences for marketers to target in campaigns and journeys. Marketers can also use its expanded governance features to optimize each day's overall mix of traditional campaigns and triggered journeys.
  • Packaging and pricing: Insider has streamlined its packaging and pricing model to drive higher marketer adoption. Formerly sold separately, Insider has bundled its MMH, CDP and personalization engine products into a single customer engagement platform offered with three tiers of feature sophistication. For pricing, it uses only three metrics to determine costs (messages, contacts and API calls).

  Cons:

  • Deployment scale: Insider's rapid growth has come primarily from smaller MMH deployments than is typical of providers in this evaluation. Its contract lengths are predominantly weighted toward one-year terms. While some recent client wins suggest Insider can scale to enterprise deployments, marketing buyers who need to support extensive MMH deployments should speak with Insider's reference clients to mitigate risk.
  • Feature maturity: Insider's move from Challenger (in last year's Magic Quadrant) to Visionary reflects its aggressive investment in AI-enabled features. While its rapid release of AI features impresses, its relatively small presence in large enterprises warrants caution. Marketing buyers seeking to support sophisticated next best action programs should carefully assess feature maturity.
  • Regional growth strategy: Insider's recent growth has occurred largely in Asia/Pacific and EMEA, supporting regional subsidiaries of multinational companies. Marketing buyers in North America and Latin America should evaluate Insider's available local services and partners alongside its product features.


• Iterable - Challenger
  

  Pros:

  • Multichannel execution: Iterable offers customer-engagement-focused marketing buyers support for scalable and personalized multichannel execution through flexible data management. Gartner Peer Insights reviewers laud its ability to support high-volume marketing programs through a combination of advanced campaign and journey management features, and its competitive pricing.
  • Boutique customer experience: Iterable resources client onboarding with a dedicated project manager and technical consultant for help with implementation. The provider completes nearly all implementations using internal resources with the goal of helping clients manage complex data integration needs.
  • Last-mile content generation: Marketing users can increase personalization through GenAI-enhanced message composition features. Iterable's Smart Opt-In feature promises to increase relevance by fine-tuning each message variation, tailored with Iterable's integrated data and analytics features.

  Cons:

  • End-to-end journey orchestration: Iterable's strong focus on channel execution may challenge marketers who seek to link customer activities across touchpoints and govern next best actions across multiple business units. Multichannel marketers are cautioned that some channels, like consumer messaging platforms, require manual configuration or third-party services.
  • Collaboration and work management: Iterable's live journey editing aims to speed optimization activities, but this capability can challenge workstream efficiency at organizations with disciplined planning and approval requirements. Large marketing teams managing multiple journey campaigns may encounter workstream efficiency challenges resulting from a need for workstream approval processes that must be built outside the tool.
  • Reporting: Organizations moving from traditional campaigns to journey orchestration may encounter challenges with Iterable's segmented campaign dashboard. Report building may still require manual work by marketing analytics resources, especially when comparing campaign and overall marketing performance.


• MessageGears - Niche Player
  

  Pros:

  • Data-platform-centric vision: MessageGears offers a powerful approach for specialized MMH buyers who have rigid data warehouse requirements. These buyers prefer using modular components to reduce costs and time to market, while increasing autonomy from enterprise application providers. Most MMHs offer integrations with cloud data platforms, but MessageGears differentiates by not storing data outside them.
  • Classic campaign management: Users can build audiences directly from warehouses using Message Gear's segment builder and activate them in campaigns using its native cross-channel execution features. Customers can create journeys via Engage's templates, which create targeting rules for multichannel campaigns, including segmentation, campaign prioritization and content personalization in one workflow.
  • Client experience and easy migration: MessageGears offers tailored 24/7 customer service with a dedicated support manager and access to subject matter experts. Implementation requires no data migration, while still being able to ingest templates from prior platforms into the solution. The platform sends data back to the customer's data warehouse in real time.

  Cons:

  • Composability: MessageGears' approach to composable martech is further ahead than what most buyers in the market require. Its strategy promises to make MMH application capabilities more adaptable to enterprise data architecture with functionality that integrates customer data and engagement capabilities. But in practice, this can increase the burden for IT teams to accommodate marketing's profile management needs outside the MMH.
  • Product roadmap: MessageGears' execution against its product roadmap has been tied up with its acquisition of mobile marketing platform Swrve. The effort to integrate the two companies has limited its development of GenAI offerings, including profile management, journey building and content-generation features.
  • Partner ecosystem: MessageGears offers relatively few service partners compared with most other providers in this evaluation. Prospective marketing buyers who will look to consultancies and agencies to help integrate and operate the product should assess MessageGears' ecosystem for support prior to selection.


• Optimove - Visionary
  

  Pros:

  • Customer journey orchestration: Optimove's prescriptive intelligence features help marketers optimize sequences of individual journeys to drive both high engagement and revenue growth. Gartner Peer Insights reviewers praise these features, especially Optimove's ability to analyze customer segment migration patterns and support next-best-action programs.
  • AI-enabled campaign ideation: Optimove augments its strengths in journey orchestration by adding features to help accelerate marketing velocity. Its AI-enabled assistant provides insights into audiences and predicts relevant offers to aid campaign planning. Marketing buyers seeking to democratize access to insights should evaluate Optimove for its ability to accelerate campaign ideation tasks, like audience identification.
  • Onboarding and customer experience: Optimove's new learning management platform and in-product guidance features include tips, tutorials, courses, talk tracks, quizzes and questionnaires to support seamless use and adoption. Gartner Peer Insights reviewers praise the ease of onboarding, crediting its dedicated data engineers and customer success managers.

  Cons:

  • Algorithmic journey orchestration: Optimove's sophisticated approach to next best action and journey orchestration may exceed the needs of and benefits to organizations that don't require high-frequency engagement or contact. Marketing buyers should conduct proofs of concept (POCs) to assess Optimove's impact on productivity and revenue expectations for journey orchestration.
  • User experience: Marketing buyer's should weigh Optimove's advanced AI features against an underwhelming user experience, especially for midsize organizations with fewer specialized resources. Gartner Peer Insights reviewers note challenges with certain UI elements, including Mission Control's poor responsiveness when handling many concurrent campaigns and a glitchy email template builder that may unexpectedly recode links.
  • Partner ecosystem: Optimove has a relatively small partner network compared with other providers in this evaluation, particularly with respect to implementation and agency service providers. Optimove shares few joint clients with these agencies and performs all onboardings in-house, suggesting a lower priority on developing its network.


• Pegasystems - Niche Player
  

  Pros:

  • Next-best-offer approach: Pega offers a sophisticated model and AI-enabled workflows for predicting and arbitrating customer offers or actions in real time. Engagement policy filters help marketers align this advice with their business and brand strategies. Marketing buyers seeking to optimize marketing actions across lines of business should evaluate CDH for its ability to govern the next action taken with a customer.
  • Authenticated personalization: CDH differentiates from many MMHs by enabling server-side personalization within authenticated customer portals. It offers analysts and data scientists robust analytics, and the ability to develop and deploy AI and ML models in these channels. Pega's approach to optimization can apply to offers, placements in a portal and creative treatments.
  • Workflow management: Pega 1:1 Operations Manager allows marketers to manage and assign work to specific individuals and brand teams. It provides a single point of control, enabling marketing teams to triage and manage rapidly shifting assignments effectively. Pega's introduction of GenAI-enabled capabilities signals an intention to democratize the use of CDH with multichannel marketers.

  Cons:

  • MMH vision: Pega has a history of success with large, often regulated enterprises that seek to govern and prioritize actions across business units. Clients admit in Gartner inquiries that despite Pega's positioning as marketing's "brain," marketer adoption remains low, limiting its impact. Pega's growth in MMH has slowed compared with its past performance and relative to other vendors in this evaluation, suggesting a widening gap in product-market fit.
  • Onboarding and support costs: The flip side of CDH's sophistication is its lengthy time to value and lower-than-average marketing user adoption. Pega reports onboarding times that are significantly longer than those of others in this evaluation. In Gartner inquiries, customers complain of low adoption due to CDH's steep learning curve and long training times.
  • Product strategy: Outbound campaign management is the backbone of the MMH market, yet Pega has a low presence in email, mobile or advertising campaign management. Pega's focus on decisioning and analytics undercuts its ability to scale NBAs and journey orchestration to more traditional marketing programs.


• SAP (Emarsys) - Challenger
  

  Pros:

  • Provider stability: SAP continues to invest in multichannel marketing features, enhancing Emarsys to support clients' migration from the soon-to-be retired SAP Marketing Cloud. Risk-averse customers seeking to optimize current SAP investments can adopt Emarsys for multichannel marketing while minimizing disruptions to processes that depend on other SAP products, like SAP S/4HANA.
  • Digital- and e-commerce-oriented: SAP Emarsys directly integrates with a variety of well-known digital commerce platforms and offers a suite of e-commerce solutions tailored to e-commerce-dependent businesses. Users benefit from native connectivity to other customer-facing technologies, which facilitates a cross-functional approach to customer engagement.
  • GenAI content creator: SAP Emarsys' in-platform GenAI content creator interface allows marketers to generate tailored content in the platform, enhancing personalization directly in email and other marketing experiences. Marketing buyers should assess SAP Emarsys for its ability to improve marketing performance through personalized content in campaigns and journeys.

  Cons:

  • Multichannel marketing vision: SAP acquired Emarsys in 2020 and announced in 2022 that it would be ending support for SAP Marketing Cloud in 2026; but for some customers, the end-of-life date is already being felt as contracts expire. Emarsys offers solid, if commonplace, multichannel marketing features, but its roadmap focuses heavily on integration with SAP's portfolio.
  • Platform strategy: SAP's target buyer for Emarsys is its installed base of SAP Marketing Cloud users already invested in other offerings, like SAP S4/HANA and SAP Commerce Cloud. Marketing buyers seeking a best-of-breed MMH, rather than a larger integrated suite strategy, should evaluate Emarsys' plans independently of other SAP products to ensure its fit without SAP's enterprisewide platform strategy.
  • Prescriptive intelligence: SAP Emarsys' prescriptive and GenAI recommendations trail other providers in this evaluation, and constrain its ability to help users maintain and optimize large numbers of journeys. Prospective buyers seeking advanced AI-enabled algorithmic capabilities should evaluate its roadmap to support always-on journeys and help teams scale customer journey orchestration.


• Zeta Global - Challenger
  

  Pros:

  • Multichannel acquisition and retention: Zeta Marketing Platform offers marketing buyers the ability to support both acquisition and retention marketing programs in a single platform. Marketing buyers have the option to extend the platform's original strengths in email marketing to power programmatic advertising, social media marketing and some retail media networks, enhanced by its integration with digital commerce tools and point-of-sale terminals.
  • AI-enhanced customer profiles: Zeta Global's CDP coordinates first-party marketing programs and packages multiple analytical models, such as multitouch attribution. ZOE, its AI assistant, accelerates marketing velocity by helping marketers build audiences through an interactive interface that reduces the need for analytical skills.
  • Service offerings: Zeta Global is expanding its network of regional and global service providers, including Accenture and Merkle. In inquiries, prospective marketing buyers often look to Zeta for its own professional and agency services, including data quality and mastering, preference center design, and journey design and development.

  Cons:

  • Campaign management focus: Zeta Global's historic focus on email marketing and programmatic advertising may prove challenging for organizations seeking to attain more strategic value from a customer journey orchestration strategy. Prescriptive intelligence features are limited and its roadmap is focused on targeting and activation.
  • Technical user adoption: Zeta Global's email and demand-side platform are extended by its CDP, which it promotes as built with extensive AI and ML features. Zeta's users, however, are predominantly found in marketing, not analytics, data science or data engineering. Marketing buyers who seek to more deeply link marketing with enterprise IT should evaluate Zeta Marketing Platform's ability to support cross-functional AI initiatives.
  • Time to value: Zeta Global's longer-than-average sales cycles and reliance on services suggest that marketing buyers should carefully assess projected time to value for their business cases. Zeta's foothold in large enterprises may constrain its fit for smaller, fast-moving marketers.

Reference

• Gartner, Magic Quadrant for Multichannel Marketing Hubs, 23 October 2024, ID G00803380

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