Martech That Matters - And For Marketers Who Actually Use It

Peter O'Neill

(this is a modified version of a blog posted by my colleague Carl Doty on our B2C Marketing page)

Sick of scouring sector landscapes with thousands of vendor logos organized into loosely defined categories?  I mean, do you really need to know the names of scores of predictive analytics vendors out there?

What’s the total Martech ecosystem going to tally this year – 7000+ vendors?

Actually, yes. Yes it is. As my colleague Joe Stanhope wrote in a recent blog: “it’s hard to remember a time when there was such an unhealthy and unsustainable technology ecosystem.”

At Forrester, we’ve covered marketing technology and the now overused term – “left-brained marketing” - for nearly fifteen years.  We've come a long way as an industry since then, and today Forrester's B2B marketing clients now enjoy step-by-step playbooks like the Lead-To-Revenue Management (L2RM) Playbook that help them get more out of their technology investments. This is becoming more important every day. Why? Because marketing technology now commands one-fifth of overall marketing budgets for B2B marketers. That’s already a sizable chunk, and we expect it to climb quickly because 41% of these marketers tell us that they still lack the technology they need to grow their business.

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The Indian Online Retail Market: Amazon Versus Everyone Else

Satish Meena

The Indian online retail market is in flux. On April 10, Flipkart raised $1.4 billion and added eBay, Tencent, and Microsoft to an investor list that already includes Tiger Global Management, Naspers Group, Accel Partners, and DST Global. In addition, Softbank is working on selling Snapdeal, the third-largest online retailer in India, to Flipkart and investing in Flipkart to take on the rapidly growing Amazon. This realignment of investors follows the slowdown in India’s online retail growth rate in 2016: We slashed our online retail forecast for India by more than a third to $48 billion by 2020, down from the $75 billion we estimated last year, due to demonetization, eCommerce restrictions, dwindling funding, and slow growth in the number of buyers. What does Flipkart’s news mean for the key players specifically and the market in general?

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Go Ask Oprah: The 'O' Comes to Alexa

James McQuivey

Hearst magazines announced last week that Amazon Alexa users could invite Oprah -- or at least her voice -- into their homes. Fans of the media personality, which includes just about everyone, can ask Alexa to play a quote recorded by Oprah from her 2014 book What I Know For Sure. A different quote will play each day. Other than the fact that the whole thing promotes the book, there are no other sponsors yet. Though that can easily change, see my post on the rise of ads on voice interfaces a few weeks ago. Hearst and Amazon not are exchanging money in the deal, though honestly you could make an argument for both sides to believe the other should pony up some earnest money. After all, this is Oprah. And it's Amazon. When two big brands collide, you never know which one has the most leverage. Evidently they've decided to postpone resolving that question.

For now there is no intelligence applied to the process and that is the big missing piece. There are about 90 quotes that Oprah has recorded, a different one will play each day. The real potential here is when the Oprah skill adds a bare minimum of artificial intelligence. Imagine coming home and asking Oprah for words of wisdom based on your needs in the moment. "Alexa, ask Oprah for help with raising my teenager," or "Alexa, ask Oprah how to reignite my love life," or "Alexa, ask Oprah what special gift I should get my sister for her birthday."

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*New* Forrester Wave: Customer Feedback Management (CFM) Platforms Q2, 2017

Maxie Schmidt-Subramanian

The new Forrester WaveTM: Customer Feedback Management Platforms, Q2, 2017 (paywall) is live! CFM platforms are part of a larger VoC vendor landscape and help CX professionals manage complexity by centralizing and automating essential VoC activities. This Wave scores 10 vendors that matter based on offering, revenue and interest by Forrester clients: Clarabridge, Confirmit, InMoment, MaritzCX, Medallia, NICE, Qualtrics, Satmetrix Systems, SMG, and Verint Systems.

To score these vendors, we developed a comprehensive set of evaluation criteria in three high-level buckets: Current offering, strategy, and market presence. The criteria and their weighting is based on past research and conversations with vendor and CFM users. Client references played a large role in our evaluation: We conducted 30 hours of client reference calls and fielded a survey among 60 client references.

This Forrester Wave evaluation uncovered a market in which four providers emerged as leaders — though their strengths differ: InMoment, Medallia, Qualtrics, and Confirmit. Another three providers – Clarabridge, MaritzCX, and SMG – are Strong Performers. And Satmetrix Systems, NICE, and Verint Systems are Contenders.

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Martech That Matters (For Marketers Who Actually Use It)

Carlton Doty

Sick of scouring sector landscapes with thousands of vendor logos organized into loosely defined categories?  I mean, do you really need to know the names of 150 programmatic display advertising vendors out there? What’s the total Martech ecosystem going to tally this year – 7000+ vendors? Actually, yes. Yes it is. As my colleague Joe Stanhope said in his work on the convergence of Martech and Adtech – it’s hard to remember a time when there was such an unhealthy and unsustainable technology ecosystem.

At Forrester, we’ve covered marketing technology and the now overused term – “left-brained marketing” - for nearly fifteen years.  We've come a long way as an industry since then, and today Forrester's marketing clients now enjoy step-by-step playbooks like the Enterprise Marketing Technology Playbook, and the Lead-To-Revenue Management Playbook that help them get more out of their technology investments. This is becoming more important every day. Why? Because marketing technology now commands one-fifth of overall marketing budgets for B2C marketers. That’s already a sizable chunk, and we expect it to climb quickly because 41% of these marketers tell us that they still lack the technology they need to grow their business.

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Google Next 2017 Review: Google Cloud Is A Serious Contender In the Public Cloud Space

Nigel Fenwick

With Dan Bieler and Glenn O'Donnell

In the last few years, Google has made concerted efforts to target the enterprise cloud computing space. At Next 2017, more than 11,000 customers, partners, developers, and analysts joined Google in San Francisco to learn more about Google Cloud’s latest enterprise updates. We compiled this post following a review of the event with all the Forrester analysts who attended. Here’s our quick assessment from a CIO and CTO perspective:

Google Cloud’s enterprise pitch as a public cloud vendor has potential for tech leaders. Google Cloud primarily competes with AWS, Azure, and IBM in the cloud platform segment. Our impression is that Google offers superior technology compared with many other vendors in the enterprise space – but not all. Google has a good IaaS story, but its PaaS capabilities lag behind AWS. Google is not about to dethrone AWS or Azure right now, but it has a good chance to become a powerful competitor to them as it expands globally.

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Google Next 2017 Review: Google Cloud Is A Serious Contender In the Public Cloud Space

Dan Bieler

With Nigel Fenwick and Glenn O'Donnell

In the past few years, Google has made concerted efforts to target the enterprise cloud computing space. At Next 2017, more than 11,000 customers, partners, developers, and analysts joined Google in San Francisco to learn more about Google Cloud’s latest enterprise updates. We compiled this post following a review of the event with all the Forrester analysts who attended. Here’s our quick assessment from a CIO and CTO perspective:

  • Google Cloud’s enterprise pitch as a public cloud vendor has potential for tech leaders. Google primarily competes with AWS, Azure, and IBM in the cloud platform segment. Our impression is that Google offers superior technology compared with many other vendors in the enterprise space – but not all. Google has a good IaaS story, but its PaaS capabilities lag behind AWS. Google is not about to dethrone AWS or Azure right now, but it has a good chance to become a powerful competitor to them as it expands globally.
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Learn How Your CX Practices Measure Up By Completing Forrester’s New Survey

Maxie Schmidt-Subramanian

We identified 12 essential CX practices every organization must master to create and sustain experiences that drive customer loyalty. An exceptional customer experience (CX) doesn’t happen by accident!

Take our simple new Customer Experience Practices Survey to learn how well your organization is performing in the essential 12 practices.

You’ll see these key practices and how we evaluate them. We’ll keep your response confidential, anonymize all responses, and use them in a benchmark study – and we'll send you a copy of the final report as our thanks for participating.

Learn How Your CX Practices Measure Up By Completing Forrester’s New Survey

Rick Parrish

An exceptional customer experience (CX) doesn’t happen by accident. There are 12 essential practices every organization must master to create and sustain experiences that drive customer loyalty.

To learn how well your organization is performing in these 12 practices, take our simple new Customer Experience Practices Survey. You’ll see these key practices and how we evaluate them. We’ll keep your response confidential, anonymize all responses, and use them in a benchmark study – then send you a copy of the final report as our thanks for participating.

Google's biggest threat? Amazon.

Collin Colburn

If you've been following Forrester's search marketing research over the past few years, you'd know that we talk a lot about search marketing evolving to a broader discovery marketing strategy. As a refresher: a discovery marketer creates programs that help users find your brand in their preferred medium and during their moment of need. Some marketers, especially retailers, have begun to take on this new and challenging charter and are looking to new channels and websites to increase their discoverability.

Enter: Amazon, Google's newest, and biggest, rival in the search marketing space. We set out to determine two things about Amazon search marketing: what factors do they take into consideration when ranking products and what type of ads are available for brands on Amazon? The research report just went live today and you can read our findings here.

To summarize what we found in the research:

Amazon search moves customers along the customer life cycle. Google has long dominated the discover stage of the the customer life cycle. But Amazon is playing an increasingly large role in how customers find products. In fact, according to Forrester's Consumer Technographics data, 31% of US online adults who made a purchase in the past three months started their shopping research on Amazon. And it doesn't end there. Amazon is also a place for customers to research product choices and even transact.

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