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SAP-Emarsys Is A Leader In The Forrester Wave™: Cross-Channel Campaign Management, Q2 2021


Emarsys was named a leader in The Forrester Wave:™ Cross-Channel Campaign Management (Independent Platforms), Q4 2019, the Gartner 2020 Magic Quadrant for Personalization Engines, as well as G2’s Summer 2020 Grid® Report for E-Commerce Personalization and Mid-Market Grid® Report for E-Commerce Personalization, and G2’s Winter 2021 Report.

Now that we’re part of the SAP family, we’ve been included alongside our new family within The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q2 2021. Let’s take a look at why SAP-Emarsys was named a leader in this latest report.

Personalization v.s. Channels

Many companies believe omnichannel or cross-channel marketing is the road they should travel. Yes, that’s true — but only if personalization is the focal point. 

If your brand continues sending your customers the same message over and over across multiple channels (when that message has nothing to do with them) they may seek out a competitor.

Your ultimate goal should be to personalize the experience of your customers. To do so, it’s necessary to understand who the customer is, what they want, at what price, in what channel, at what time, etc. A single channel cannot accomplish this.

The Biggest Challenges in CCCM

To best provide exceptional customer experiences, brands must leverage personalization from the vast amounts of data they acquire. Yet many brands tend to keep their data in silos, sealed off from internal teams, making it difficult to obtain a complete customer profile to achieve the best marketing campaign results.

Silos are still a widespread challenge for executives, with 97% saying they negatively affect the business. According to 54% of marketers interviewed, fragmented and siloed data is the biggest obstacle to leveraging customer data.

In addition to siloed data, it’s also important to take into consideration your tech stack. It’s estimated that 82% of sales and marketing professionals lose an hour each day as they switch between marketing tools, and 70% believe that some of the tools they use are redundant, wasting company time and money.

One Platform to Consolidate Your Data

In order to maintain a complete customer view, you need to collect the right type of customer data and ask the right questions. 

Approximately 93% of consumers report receiving marketing communications they don’t find relevant. In a survey conducted by Infogroup, “44% of consumers are willing to switch to brands that better personalize marketing communications.”

To make the most profitable decisions within your organization, you can leverage a Customer Engagement Platform (CEP) that combines everything currently found within your technology stack alongside your data, so that internal teams can easily find and use customer data for campaigns.

The success of your company may depend on the technology you use and how fast you are able to create and make adjustments to campaigns based on the data you have collected over time.

Digital marketing becomes tremendously successful when your marketing team is able to combine your data into one unified profile. Thankfully the explosive growth in e-commerce has created multiple touchpoints and opportunities for your brand to collect great personalization data.

Align Your Business Objectives at the Push of a Button

One of the best ways to beat your competition is to simply be quicker to market. This is where time to value comes into play. Time to value of an investment is similar to ROI, except where ROI measures success in financial terms, time to value measures the efficiency of an investment. 

The faster you integrate technology against the competition, the greater your competitive edge will be. Essentially, the shorter the time to value, the greater your revenue growth. 

The Emarsys Customer Engagement Platform was created for your brand to quickly leverage proven tactics, built right into the platform, so you can easily create unique 1:1 customer experiences and journeys. 

Tactics are pre-populated with your data and can be activated at the push of a button… all without the need for IT, development, or consultancy assistance. Whether your goal is to grow active customers or increase profitability, you gain this turnkey strategy that we call Tactics so you can achieve your business objectives.

Final Thoughts

Within The Forrester Wave™: Cross-Channel Campaign Management (EMSS Modules), Q2 2021, SAP’s position has improved following the Emarsys acquisition. In relation to other cloud offerings, SAP’s position in “Strong Performers” ranks highest with our SAP & Emarsys current offering.  

The Emarsys Customer Engagement Platform can easily incorporate all your data, sort it, and empower you to select and roll out 1:1 experiences your customers desire through turnkey solutions. Being faster than the competition, and keeping personalization at the heart of your marketing, will enable your brand to excel and connect with customers in a way they so desire. 

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Brandon Stewart

Content Marketing Manager

About the author

Brandon is a Marketing Content Manager at Emarsys. He is a results-driven copywriter and marketer with experience in B2B and B2C where he has generated profitable growth by acquiring leads and converting them to clients.

Connect with Brandon: LinkedIn

Special thanks to our friends at Emarsys for their insights on this topic.
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