Adobe Named a Leader in Forrester’s Latest Enterprise Marketing Software Suites Report
by Suresh Vittal
posted on 09-25-2019
The new customer-centric, data-driven reality is pushing brands into a brave new world of Customer Experience Management, or CXM. Customers have made it clear that they aren’t just interested in products, they are captured by experiences, and those experiences happen across a growing set of channels.
The bar is high and only getting higher for CXM vendors. Forrester, a leading analyst firm, just released The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019 (see the report HERE). We are excited to report, Adobe was named a leader.
As Forrester says in the report, “The scope and depth of vendors’ visions for customer engagement; their ability to manage data and generate customer intelligence; and data, content, and technology integrations are the keys to successful EMSS evaluation.”
We couldn’t agree more. That’s why we have focused so much on building Adobe Experience Platform, the data foundation for Adobe Experience Cloud. Adobe Experience Platform is the first purpose-built customer experience management platform. With real-time customer profiles, continuous intelligence, open and extensible architecture, and more, Adobe Experience Platform makes delivering personalized customer experiences at scale a reality.
Raising the bar
Forrester describes how high the bar is today for what enterprises must be able to do with data to deliver on the promise of CXM:
“Raise the bar for data and intelligence. As channel execution capabilities commoditize, the real arbiter of marketing success is the ability to activate data and generate customer insights. Buyers must evaluate EMSS solutions’ ability to ingest data from third-party and enterprise sources; provide data management, enhancement, and syndication services; and assemble robust, portable customer profiles. It’s also critical to transform data into actionable analysis. EMSS solutions must support advanced measurement, real-time customer journey insights, optimization at the channel and journey levels, and productized artificial intelligence applications for personalization, campaign targeting, and content management.”
Sometimes it feels like analysts are describing Adobe in these reports. We would tell customers the same thing. Find a vendor who can do this, who has done this, and who will partner with you as you do this.
Forrester said this about Adobe:
“Adobe has built on its considerable content, marketing, advertising, and analytics capabilities with a reimagined core data architecture called the Adobe Experience Platform and the acquisition of eCommerce leader Magento in June 2019.”
Amen to that. We actually do want to make our customers’ dreams come true. More importantly, we want to help them make their own customers’ dreams come true.
In this report, Adobe had the top scores or tied for the top scores in all of these categories/criteria:
- Current Offering
- Customer Analytics
- Digital Advertising
- Content and Asset Management
- Artificial Intelligence
- User Experience
- Consumer Privacy
- Localization and Global Access
- Product Vision
- Planned Enhancements
- Partner Ecosystem
- Market Presence
Adobe Experience Cloud built on Adobe Experience Platform and powered by Adobe Sensei is the premier collection of best-in-class solutions for marketing, analytics, advertising, and commerce, along with service, support, and an open ecosystem so enterprises can deliver amazing, personalized customer experiences across channels and industries, to businesses and consumers alike.
Show me the money
We love getting recognition. Who doesn’t? But it’s not enough for our customers to decide to become an experience business, to deliver exceptional experiences. In the long run, none of that matters if it doesn’t drive business results. Well, Adobe Experience Cloud delivers on that front as well. Adobe recently commissioned Forrester Consulting to conduct a Total Economic Impact study for a set of customers across industries and geographies that have invested in Adobe Experience Cloud and the results show some awesome business impact.
Here are a few quick examples:
- 25% average increase in conversion rate
- 40% average reduction in service center call volume
- And most importantly, a 242% average ROI over 3 years
And these are just a few of examples of the metrics we drive.
Today’s businesses are being forced to evolve in order to meet customer demand for excellent experiences. These experiences must be contextually-aware and personalized as well as cohesive and connected across all touch points. In order to accomplish this, businesses must develop competency in Customer Experience Management (CXM). This is rapidly becoming a universal mandate for companies the world over. Adobe Experience Cloud built on Adobe Experience Platform is the leading Customer Experience Management solution.
Download The Forrester Wave™: Enterprise Marketing Software Suites, Q3 2019.
Topics: Digital Transformation, Campaign Management