Gartner defines B2B marketing automation platforms as software that supports lead generation, lead management, lead scoring and lead nurturing activities across multiple marketing channels. The main goal of these systems is to capture, qualify and nurture leads to the point that they are sales-ready, then align them to the appropriate sales team member(s) to drive toward a closed deal. B2B marketing automation platforms assist with data cleansing (by eliminating incomplete or redundant lead information) and lead augmentation (by providing additional data about prospects). B2B marketing automation platforms are designed to primarily support B2B use cases, but they may also be applicable to B2C organizations selling high-consideration products and/or B2B2C models with more complex, indirect sales processes.
A digital experience platform (DXP) is a well-integrated and cohesive set of technologies designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multiexperience customer journeys. A DXP can provide optimal digital experiences to a variety of constituents, including consumers, partners, employees, citizens and students, and help ensure continuity across the full customer lifetime journey. It provides the presentation orchestration that binds together capabilities from multiple applications to form seamless digital experiences. A DXP forms part of a digital business ecosystem via API-based integrations with adjacent technologies. DXPs are applicable to business-to-consumer (B2C), business-to-business (B2B) and business-to-employee (B2E) use cases.
Digital marketing analytics platforms are specialized analytic applications used to understand and improve digital channel user experience, and prospect and customer acquisition and behavior, and to optimize marketing and advertising campaigns, with an emphasis on digital channels and techniques. They are stand-alone, end-to-end platforms, performing functions from data collection through analysis and visualization.
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.
Gartner defines personalization engines as software that enables marketers to identify, deliver and measure the optimum experience for an individual customer or prospect based on their past interactions, current context and predicted intent. Personalization engines help marketers identify, select, tailor and deliver messaging such as content, offers and other interactions across customer touchpoints in support of three primary use cases: Marketing: Delivering the right message to the right audience and in the right context to maximize marketing and advertising performance. Digital commerce: Tailoring content, offers, recommendations and experiences across digital sales channels. Service and support: Customizing online and offline experiences across business functions to reduce customer effort or increase customer satisfaction and advocacy.
The market for social software in the workplace includes software products that support people working together in teams, communities or networks. These products can be tailored to support a variety of collaborative activities. Buyers are looking for virtual environments that can engage participants to create, organize and share information, and encourage them to find, connect and interact with each other. Business use of these products ranges from project coordination within small teams or homogeneous groups, to information exchange between employees across an entire organization.
Gartner defines web content management (WCM) as the process of controlling content consumed over one or more digital channels through the use of specific management solutions based on a core repository. These solutions may be procured as commercial products, open-source tools, cloud services or hosted services. The functionality of WCM solutions goes beyond means of simply publishing webpages. It also includes: • Content creation functions • Repositories that organize and provide metadata about content • Library services • Website management features • A high degree of Capabilities such as real-time personalization of visitor interactions • The ability to integrate well with delivery platforms.