target audience: TECH BUYER  Publication date: Dec 2023 - Document type: IDC MarketScape - Doc  Document number: # US51405723

IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for Midmarket B2B Organizations 2023 Vendor Assessment


  • Roger Beharry Lall Loading
  • Gerry Murray Loading


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This IDC study aims to showcase the most effective omni-channel platforms that help brands optimize engagement mediums based on buying stage, personal preferences, and transaction nature throughout the customer journey. Midmarket B2B organizations (100–999 employees) face a unique challenge in marketing. They lack the resources of large enterprises but are more complex than smaller businesses. Striking a balance between growth and constraints is a constant struggle. To thrive, they must leverage their agility, navigate regulatory demands, and adopt advanced robust growth solutions like omni-channel marketing solutions. These solutions offer real-time orchestration, AI-driven segmentation, and data-driven actions. The document emphasizes the importance of considering not only a vendor’s functional capabilities but also the vendor’s overall strategy including data orientation, AI road map, composability, and (of increasing importance to this segment) the vendor’s go-to-market skills and programs thereof. Marketers should leverage this document as a starting point for short-listing vendors (or introducing new considerations) but should test individual solutions based on their specific use case requirements.

“In today’s digitally enabled sales cycle, midmarket B2B teams have evolved from batch-and-blast emailers to strategic, omni-channel engagement champions. Working with data-driven vendors that support channel orchestration, journey discovery, and advanced segmentation, they are delivering personalized messages that produce business results. Combining their agility with these powerful martech platforms, midmarket marketers are conquering their constraints, competing with giants, and winning!” said Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications at IDC.


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