The Forrester Wave: Marketing Resource Management Q1 2020 is out, with Aprimo and BrandMaker leading the pack
The Forrester Wave: Marketing Resource Management Q1 2020 is out, with Aprimo and BrandMaker leading the pack for marketing operational management technologies.
Marketing resource management (MRM) includes tools that help marketers plan, coordinate and track activities. Aprimo and BrandMaker were named as leaders in the report, with Allocadia, SAS, Wedia, and NewsCred as strong performers, and WorkFront, Percolate, SAP and ContentServ as Contenders.
Aprimo was recognised for its well-rounded suite with the most sophisticated DAM in the study and for its extensive list of integrations across each of the four MRM workflows, with additional integrations on its roadmap.
The report said BrandMaker delivers a suite for marketers' needs today, with an eye on being agile. The report said the vendor takes a very pragmatic approach to MRM and understands marketers' realities of ad hoc, Excel-based marketing management and has built an intuitive, flexible platform in response in order to encourage and support more Agile methodologies.
Forrester said MRM customers should look for providers that: Deliver expertise aligned to their use cases, due to MRM's broad definition; integrate with the tools in existing martech stacks; and support broader marketing performance management initiatives.
Forrester evaluated vendors against 32 criteria, which we grouped into three high-level categories: Current offering; strategy; and market presence. It also only included vendors with MRM revenue at or exceeding $10 million with at least 100 enterprise customers using its MRM product(s), a sizable presence of B2C and B2B2C customers.
Aprimo CMO, Ed Breault, welcomed further validation of Aprimo’s efforts to help marketers better manage content and campaign experiences.
"We’re seeing digital and marketing operations teams use agile methodologies with Aprimo to deliver the brand experience faster than ever before and optimise interdepartmental resources—money, people, brand and content,” he said.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...
Mathieu Lecompte
ACCC takes Meta to court over scam cryptocurrency advertising
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players