A best-practice approach to customer journey tracking helps you foster loyalty, boost revenue and improve operational efficiency. Here’s how to do it.
It’s fair to say our company has achieved an unbelievable amount over the course of the past 12 months -something I’m incredibly proud to be a part of. On 4th October 2016, we launched our new website after months of hard work; auditing our existing online presence, measuring brand equity and really taking the time to understand our target audience by facilitating a number of buyer persona workshops. Going-to-market with an entirely new brand and value proposition is no mean feat.
Perhaps that’s why I’m so proud that Engage Hub (the brand and the business) is already starting to make its mark on the industry. And to be clear, this isn’t any old industry, the B2C marketing technology marketplace is notorious for developing at an extraordinary rate. Merger and acquisition deals reflect this dynamism and is highlighted by research from investment banking firm Luma Partners, who identified that in Q1 2016, 72 M&A events took place among advertising technology, marketing technology and digital content firms alone. This cut-throat competition, coupled with customers’ ever-increasing expectation for real-time interactions, makes it even more difficult for B2C organisation to navigate the marketing technology landscape. The task of finding the perfect technology provider that can not only meet your technical requirements but one that can also grow at a pace to help you surpass your customers’ expectations is an arduous one.
According to the 2017 Marketing Technology Landscape Supergraphic, there are now 5,381 solutions coming from 4,891 unique technology providers, that’s up 40% from last year. Supergraphics like this really do illustrate the challenge ahead of B2C marketers in 2017 – how do you navigate such a crowded market when every technology provider is saying pretty much the same thing?
Engage Hub was among the vendors included in Forrester’s March 2017 report: Vendor Landscape: Cross-Channel Campaign Management. In case you haven’t heard of Forrester, its analyst driven insights are grounded in annual surveys of more than 675,000 consumers and business leaders worldwide. So, as you can imagine, we were delighted to appear in its ‘Vendor Landscape’ report designed to help prospects chose the right solution to, as Forrester aptly puts it, “drive customer obsession”.
This Vendor Landscape report also provides alternatives for companies looking to acquire a CCCM platform, beyond the vendors appearing in ‘Forrester’s Wave™: Cross-Channel Campaign Management, Q2 2016’. Forrester states that companies should consider alternatives if they need to integrate other enterprise applications beyond pure marketing, operate on a smaller scale, and rely on local support.
I would strongly recommend having a read of this report. We’re exceptionally grateful to be included in the Forrester report, as we think it demonstrates what we can offer businesses as a standalone CCCM solution, or to complement other enterprise marketing, services, or operational technologies.
To download the report, please visit the Forrester website – please note this report is only available to Forrester subscribers or to those who wish to purchase the report. If you think Engage Hub can help you with your cross-channel campaign management needs, then get in touch!