Nucleus Research Releases 2022 Marketing Automation Technology Value Matrix

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Death of cookies drives investments in AI and ML with top performing vendors including Adobe, HubSpot, Oracle, Salesforce, and SugarCRM.

The transition away from cookies has led to a rapid expansion of the marketing automation market, as organizations of all sizes seek out valuable alternatives. By enabling organizations to react quickly and deliver the same level of campaign targeting and personalization without third-party cookies, leading solutions enhance the value delivered to customers.

“Marketers are losing the ability to track customers with the same granularity, leaving marketing teams with the challenge of constructing a new set of tools to leverage first-party data and create meaningful customer profiles”

“Marketers are losing the ability to track customers with the same granularity, leaving marketing teams with the challenge of constructing a new set of tools to leverage first-party data and create meaningful customer profiles,” said Research Analyst Cameron Marsh. “We found companies across all industries plan to increase personalization in marketing messages through customizations based on AI and ML capabilities within their marketing automation platform.”

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Over the past 12 months, leaders in the space have focused on delivering the same level of campaign targeting and customization without access to third-party cookies. Nucleus expects leaders to continue focusing on integrations with operational and back-office systems to differentiate their offerings throughout the next 18 months.

Leaders in this year’s Value Matrix deliver advanced functionality without sacrificing ease-of-use at scale. These include Adobe, HubSpot, Oracle, Salesforce, and SugarCRM.

The Experts in this year’s Value Matrix are organizations that deliver value to customers with complex use cases through deep functionality and industry-specific capabilities. These include Acoustic, SAP, and SharpSpring.

Facilitators in this year’s Value Matrix deliver value through greater ease of use and quick implementation. These include ActiveCampaign, Act-On, Keap, Mailchimp, and Zoho due to their ease of use.

Core Providers deliver core capabilities for those organizations looking for a straightforward solution with quick time-to-value. This year’s Value Matrix Core Providers are Demandbase, Drip, Klaviyo, and Sendinblue.

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