target audience: TECH BUYER Publication date: Sep 2023 - Document type: IDC MarketScape - Doc Document number: # US51178223
IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for B2B Enterprises 2023 Vendor Assessment
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Abstract
This IDC study showcases the most effective omni-channel platforms that help B2B marketers optimize customer engagement across channels based on buying stage, industry, buyer center, and transaction histories throughout the customer journey. Marketers should leverage this study as a starting point for short-listing vendors (or introducing new considerations) but should test individual solutions based on their specific use case requirements.
"Enterprise B2B marketers have unique go-to-market challenges that few omni-channel marketing platforms effectively address," said Gerry Murray, research director of IDC's Enterprise Marketing Technology service. "However, those that do, offer comprehensive capabilities to support the complexities of long sales cycles, changing buying teams, industry-specific requirements, global coverage, and more. In our increasingly digital, self-service world, customer experience will only be as good as the infrastructure that supports it within and beyond marketing."