The Relevancy Ring - ESP Buyer's Guide 2019, Enterprise Edition
Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.
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About: Published on 4/24/19, The Relevancy Group analyzes nine enterprise ESPs and documents market trends and mandates on vendor selection. This comprehensive buyer's guide features executive data of 406 email marketing executives and details on nine ESP vendors, including Adobe Campaign, Bluecore, Cheetah Digital, iPost, MessageGears, Sailthru, Salesforce Marketing Cloud, Selligent Marketing Cloud and Zeta Global. The report looks at what is most important to marketers in the selection process and review this data by industry and enterprise size. An excerpt of the research is featured in issue 21 of The Marketer Quarterly.
- What are the top influences to marketing technology selection?
- How has the ESP vendor landscape and functionality changed over the last few years?
- What is the utilization of marketing services?
- What are email marketers top then challenges and priorities for 2019?
- What are the top ten most important ESP features and how does that correlate with the top vendor selection?
Report Excerpt:Not All ESPs Operate the Same Way, Introducing Stream Based ESPs
In 2019, ESPs can be further classified not just by the features they offer, but in the way they integrate with data and deliver the solution. While many of the vendors in this research and in the ESP sector can ingest real-time data, there is a new collection of vendors that are built on cloud solutions including Amazon SE/AWS, Microsoft Azure and Google Cloud, that leverage new data management solutions including Snowflake, Hadoop, Netezza and others. But the most significant change is that this class of ESPs operate off live stream data. Stream data is continuously generated by real-time behavioral signals and processed incrementally to create individualized experiences. Like traditional ESPs, these modern stream-based ESPs can execute in everychannel. But unlike their tenured peers, most of these new providers ensure that the marketer doesn’t have to synchronize and move their data from internal CRM systems. Instead data is captured in a real-time stream leveraging customer signals, then rules, goals, as well as marketer feedback define and deliver email marketing campaigns. Stream-based ESPs include but are not limited to vendors such as Bluecore, Braze, iPost, MessageGears, Sailthru, and Zeta Global. The vendor profiles in Section III of this report dig into this concept in greater detail by vendor.
The Research: 47 pages, 21 graphics, 13,852 words. Part of our Relevancy.AI Research Subscription Service, Subscribe and SaveBuy for $2,495.00Free with registration
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David and The Relevancy Group's thoughts are always of great value.— David A. Steinberg, CEO & Founder, Zeta Global
The Relevancy Group has applied its expertise in the area of platform development, thought leadership and strategic positioning, keeping us at the forefront of the email marketing industry for years to come.— David Geller, CEO & Founder, Spryly Inc., Former CEO & Co-Founder of WhatCounts
The Relevancy Ring - ESP Buyer's Guide is the most comprehensive piece of research on our industry. David and his team have thoughtful and thorough advice and their deep knowledge of the marketplace is valuable.— Matt Seeley, SVP of Platforms, Merkle Inc.
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