Consumers expect great experiences, regardless of how complex they are for brands to deliver. We are seeing increasing sophistication in our customers, focused on ensuring customer data of any type is available for real-time personalization and multichannel orchestration at scale.
With that evolution, we’re excited to announce substantial progress in the Gartner 2019 Magic Quadrant for Multichannel Marketing Hubs report as the only company in the Challengers* quadrant. We believe that Redpoint’s increased position in the Challengers quadrant validates our efforts to help marketers optimize their customer journeys.
Gartner defines the multichannel marketing hub (MMH) as a technology that orchestrates a company’s communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail, call centers, paid media, and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.
As marketers increasingly see effective multichannel marketing as synonymous with personalization, MMH vendors are focusing on capabilities that deliver relevant, contextualized customer experiences. They’re also driving greater brand relevance by fortifying capabilities around machine learning, channel attribution and customer journey analytics, and the application of customer insights in real time (or near real time).
In this year’s Magic Quadrant, client references praised overall product capabilities. However, as solutions become increasingly complex, vendors that support marketing teams with a focus on technical support and ease of use set themselves apart. Other key themes include:
- Customer data and profile management: Successful MMH technologies enhance the ability to unify, synchronize, and reconcile customer data across multiple channels, devices, and life cycle stages.
- Practical machine learning and artificial intelligence: Nearly every MMH vendor evaluated for this research has machine learning and AI capabilities in some stage of development designed to make customer insights more accessible and actionable.
- Personalization capabilities: The application of AI and machine learning is designed to facilitate more seamless personalization across channels and touchpoints. Customers now expect this kind of personalized engagement and MMH vendors continue to integrate historically stand-alone tools as native capabilities, enabling marketers to gather customer data and tailor the content, products, and offers accordingly.
- Consent and privacy management: Prompted by GDPR and similar privacy mandates, multichannel marketers increasingly embrace data transparency. They see accrued value to the brand by making customer data viewable and manageable, despite the operational challenges they perceive around data privacy and security.
- Increasing solution complexity: Multichannel marketing platform vendors have long needed to ease integrations between their solutions and adjacent, complementary technologies such as sales force automation systems and digital asset or content management platforms.
It is Redpoint’s view that a hub approach to marketing technology is more necessary than ever. Consumers interact with brands through a growing number of touchpoints, creating siloes of data that are extremely difficult to manage from one channel-based solution.
The Redpoint Customer Engagement Hub™ drives Redpoint Global’s MMH solution. It connects to multiple third-party data sources and execution tools, enabling intelligent marketing orchestration. Gartner felt that the incorporation of AI and an improved user interface and marketing strategy — particularly the launch of vertical solutions for retail and banking — help broaden the accessibility of the platform to nontechnical marketers. Gartner writes that “B2C marketers in the retail, financial services, and insurance, and healthcare industries seeking customer data and profile management and a multichannel orchestration engine should consider Redpoint Global’s multichannel marketing hub.”
Moving steadily up from the niche players to the challengers quadrant, Gartner cites Redpoint’s strengths in customer data and profile management, data governance, market responsiveness (partnering with Accenture, Genpact, and SapientNitro) as well as continuing work to bolster reporting. Offering accessible AI with Redpoint AI Studio, dynamic path-to-purchase automation and optimization is possible with a marketer-friendly interface as well as flexible analytical capabilities ideal for data scientists. Continued investments in marketing dashboards and simplified reporting, as well as sales and support resources, will strengthen Redpoint’s position as a challenger and growth over time.
Redpoint has seen strong growth in each of the three previous magic quadrant reports. As we continue to grow and expand our partner ecosystem, Redpoint will remain laser-focused on executing our vision, arming marketers with a single point of control over data, decisions, and interactions for more impactful omnichannel experiences.
Download the full report to learn more.
*Gartner Magic Quadrant for Multichannel Marketing Hubs, By Noah Elkin, Adam Sarner, Benjamin Bloom, Joseph Enever and Colin Reid, 18 April 2019. Gartner does not endorse any vendor, product or service depicted in its research publication, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as a statement of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.