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                  Marketing

                  Our Expertise

                  Marketing has a significant opportunity to lead and to maximize the demand for an organization's products and services by adopting innovative processes and technologies. This transformational opportunity starts with an exploration of digital commerce and marketing processes that facilitate the presentation of products and services using predictive and robotic technology. Using newly available tools to engage customers and understand the voice of the customer, marketing can deliver an engaging and satisfying customer experience.

                  ISG Software Research offers research-based guidance on how to utilize processes and applications to maximize the return on marketing investments. Change is required to gain success in managing the transformation to effective digital marketing technologies and processes. ISG Software Research can help.

                  Contact us to learn more.

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                  By 2026, three-quarters of CMOs will realize that marketing the customer experience is their responsibility and that a lack of effort in this area will contribute to limited revenue growth.
                  Mark Smith

                  Mark Smith

                  Partner
                  Head of Software Research

                  Through 2026, one-half of enterprises will deem existing marketing technologies ineffective to intelligently engage buyers in personalized digital experiences.  
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                  By 2026, one-half of all marketing teams’ account-based marketing (ABM) efforts will fail due to lack of confidence in the software and processes, leading to inconsistent customer interactions.
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                  By 2026, three-quarters of CMOs will realize that marketing the customer experience is their responsibility and that a lack of effort in this area will contribute to limited revenue growth.
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                  Through 2026, one-half of marketing teams will lack Voice of the Customer (VoC) insights to guide improvement throughout the enterprise, leading to increased customer churn and lack of confidence in the department.
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                  Through 2026, one-half of enterprises will determine they need to be more effective at digitally targeting consumers and will seek out digital intelligence platforms that help marketing reach its potential.
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                  By 2026, the need for unified marketing technology to identify, locate and target buyers will contribute to the rise of a digital intelligence platform to enable marketing effectiveness. 
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                  Through 2025, the use of a customer data platform (CDP) can help further validate the need for a personalized digital engagement and experience for buyers. 
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                  Through 2026, marketing leadership across two-thirds of enterprises will continue to be plagued with silos of tools that impede the effectiveness of processes and performance to digitally engage buyers.
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                  By 2025, 6 in 10 marketing teams will require guided analytics processes and storytelling capabilities to help understand and act on insights.
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                  Through 2025, AI and machine learning will remain largely independent of marketing applications requiring three-quarters of marketing teams to depend on separate skill sets. 
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                  By 2025, three-quarters of marketing platforms will include GenAI based on AI and machine learning, which helps make these platforms easier to use and more effective.
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                  By 2026, the lack of insights on products and experiences will require new technology investments that can meet the needs of marketing teams that desire to optimize their digital merchandising efforts.
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                  By 2025, over one-third of marketing teams will realize the customer and digital experiences are not meeting desired results, requiring new technology investments designed for this purpose.
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                  By 2028, one-quarter of CMOs will look to scrap the portfolio of marketing technologies for new digital platforms that can engage and interact more intelligently with visitors and customers.
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                  Through 2027, the category of marketing applications will transform to become more intelligent through the infusion of AI and GenAI to meet the next generation of requirements.
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                  Through 2026, the category of product experience management will become an essential component for marketing applications that will need to interconnect with product information for digital marketing across channels.
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                  By 2027, one-half of marketing teams will rationalize their technology portfolio with a centralized data tool like a CDP to streamline operations. 
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                  Through 2027, one-half of marketing teams will embrace revenue management objectives to ensure that customer engagement translates into increased customer lifetime value and satisfaction.  
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                  By 2028, the roles of Chief Customer Officer and CMO will begin to merge into a more powerful procurement office that is measurably accountable for outcomes across CX. 
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                  By 2028, marketers will be able to generate video content on-the-fly using AI tools, allowing them to respond ultra-quickly to customer behavior.
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                  By 2026, one-third of enterprises will realize the need to engage customers in real-time requires that enterprises embrace customer data platforms (CDP) to ensure effective engagement.
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                  Through 2025, one-fifth of enterprises will determine that the lack of insight on intent and interactions prevents intelligent interactions with consumers, thus also preventing engagement.
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                  By 2026, the software category of Customer Data Platform will become a feature of the Data Platform and Digital Experience Platforms framework to meet the unified needs of marketing and IT.
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                  By 2026, one-third of enterprises that have not consolidated to a unified customer data platform (CDP) will diminish the digital potential of their marketing efforts. 
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                  Through 2027, consolidation of the CDP technology market will be the catalyst for marketing teams to adopt new digital engagement and experience platforms.
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                  By 2028, marketing technology software apps will evolve into platforms that allow campaign management across email, voice, chat and SMS.
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                  By 2027, marketing leaders will insist that CRM tools more effectively connect their operations to sales and service processes, including integration of customer data resources.
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                  By 2026, one-third of marketing teams will abandon legacy marketing technologies for improved frictionless interactions and digital experiences across all channels and devices.
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                  Through 2026, one-half of marketing teams will eliminate use of Adobe Acrobat in order to better engage audiences due to its detraction from effective digital experiences and its negative impact on corporate brand and mobile engagement.
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                  Through 2025, one-third of enterprises will require consumer insights and investments into marketing-focused data intelligence technology to maximize the value of investments.
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                  By 2026, demand from buyers and customers will cause one-third of marketing teams to prioritize engagement across social media channels rather than email in order to reach digitally targeted audiences.
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                  Through 2026, over one-third of marketing teams will examine their digital insights and realize they need to invest into analytics that are designed to guide future advancements.
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                  By 2027, the scope of digital marketing will expand to include the requirement that product experience management becomes integrated with the processes that support merchandising and product marketing.
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                  Through 2026, digital marketing software will embrace GenAI to improve engagement with prospects and customers in a unified manner.
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                  Through 2027, marketers will rely on integrated customer experience management tools to orchestrate and measure seamless omnichannel experiences.
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                  By 2027, advances in GenAI will force marketing teams to rethink SEO strategies for their brands.
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                  By 2026, intelligent marketing software will advance to not just utilize AI but also to provide generative interactions with customers in a proactive manner.
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                  Through 2026, more than one-half of marketing teams will embrace marketing-focused digital technologies that incorporate virtual agents powered by machine learning to facilitate engagement and interactions. 
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                  By 2027, more than one-half of marketing teams will be using intelligent automation for marketing processes like lead scoring in order to knit marketing and sales teams closer together.
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                  By 2027, over one-half of marketing teams will deploy personalization and action-focused interactions as the primary means of engagement in a new generation of intelligent workflows. 
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                  By 2027, intelligent marketing software will be the dominant technology investment for one-third of marketing leaders who wish to streamline processes and performance.
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                  By 2025, one-quarter of marketing teams will embrace conversational experiences as the priority for self-service digital interactions using natural language. 
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                  By 2026, the current generation of chatbots will give way to more complex, AI-based virtual agents that incorporate transaction processing and other interactive functions.  
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                  By 2026, 70% of marketing teams will infuse AI into their tech stacks to ensure an effective context for engagement conversations with buyers and customers.
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                  Through 2026, more than one-third of enterprises will shift from conversational marketing efforts to the use of intelligent self-service in order to streamline customer and digital experiences.
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                  By 2028, Gen AI will allow marketers to refine personalized marketing to very narrow niches of customers.
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                  By 2027, marketing teams will rely on low-code/no-code development to provide speedy deployment and revision of applications and to quickly respond to revenue opportunities.
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                  Through 2026, the Digital Experience platform will consume and integrate with product experience management to better meet the needs of marketing and commerce systems.
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                  By 2026, the Digital Experience Platform software category will provide conversational-focused GenAI to engage website visitors more intelligently.
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                  By 2027, one-half of marketing teams, especially in large enterprises, will adopt digital experience platforms (DXP) for orchestrating engagement to achieve desired outcomes.
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                  Through 2027, two-fifths of very large enterprises will have Chief Digital Officers or similar leaders who re-imagine interactions with consumers and customers to ensure workflow with enterprise is more efficient.
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                  By 2027, more than one-half of marketing teams will rely on GenAI to create and manage content for websites, promotions and customer-facing materials.
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                  By 2028, AI will allow marketers to create highly targeted, personalized campaigns that feature content tailored to real-time customer contexts.
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                  Through 2026, one-third of marketing teams will establish marketing performance management (MPM) disciplines to ensure digital investments achieve brand and business effectiveness.
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                  By 2026, one-half of marketing teams will find that marketing performance management (MPM) requires continuous planning and near real-time insights for goals achievement and marketing readiness.
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                  By 2026, one-half of marketing teams will lack the competencies and skills to utilize available data and analytics, leading to low confidence in the team's ability to deliver fact-based insights. 
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                  Through 2026, the lack of marketing performance management offerings will force one-half of CMO and marketing teams to adopt planning and analytics platforms to meet their needs. 
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                  Through 2026, the requirement for managing marketing performance will lead to new applications designed to guide plans and investments to ensure the desired ROI. 
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                  Through 2025, the lack of discipline in planning and analytics in marketing will lead to one-third of leaders establishing a sole leader to manage marketing performance.
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                  By 2027, the lack of software for marketing performance management will lead to a new generation of applications designed to meet the needs of effective CMOs.
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                  Through 2026, the need for better marketing planning will lead to a unification of project work management focus with the analytics required to understand progress to goals.
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                  By 2027, GenAI will be almost universally used for lead scoring, redefining the meaning and value of
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                  Through 2025, one-half of marketing teams will lack the competencies and skills in PIM to ensure effective digital experiences, leading marketing leaders to establish new investment and leadership.
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                  By 2026, one-third of marketing teams will use a new generation of PIM focused on experiences and merchandising across any channel. 
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                  Through 2027, one-half of enterprises will embrace a modern, dedicated PIM environment to optimize product experiences across marketing and sales channels, thus accelerating digital effectiveness. 
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                  Through 2025, two-thirds of enterprises will have established a digital shelf and merchandising priority for their product experiences to enhance consumer and customer engagement.
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                  By 2026, one-third of marketing teams will have deployed product information management (PIM) to support revenue priorities for effective buyer experiences across digital commerce and buying channels. 
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                  By 2026, the pressure to have consistent information throughout buying and merchandising channels will result in one-third of enterprises investing in product activation processes.
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                  Through 2026, one-half of enterprises will transform product information management efforts to a merchandising and digital shelf strategy that will require new technology investments. 
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                  By 2026, the adoption of new PIM software providers that focus on digital commerce platforms to supercharge product experiences will emerge as essential to marketing effectiveness. 
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                  Through 2027, the establishment of product cloud investment to simplify and unify a product information network will be essential to streamlining demand and supply chain effectiveness.
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                  By 2025, 6 in 10 enterprises will require product analytics processes and storytelling capabilities to help create and deliver insights for line-of-business personnel. 
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                  By 2026, over one-half of enterprises will realize the lack of accurate product information in GenAI deployments will require investments into product experience management software.
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                  By 2026, the lack of collaboration and task management support in product experience management software will lead to a new generation of software equipped to meet enterprise needs.
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                  By 2027, the necessity of operating across disparate applications on multiple cloud platforms will require the unification of product and data platforms to provide information.
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                  ISG Research On-Demand is an advisory service that provides access to exclusive research and monthly dialogue with our analysts.Visit the services page to learn more.
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                  Syndigo Is Rated Innovative in Product Experience Management

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                  Salsify Is Rated Exemplary in Product Experience Management

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                  Akeneo Is Exemplary and Leader in Product Experience Management

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                  Market Perspective
                  Informatica Is Rated Exemplary and an Overall Leader in Product Experience Management

                  Informatica is rated Exemplary and an Overall Leader in the 2023 Product Experience Management Value Index Market Report.

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                  Analyst Perspective
                  Product Experience Management Value Index Classifies and Rates Vendors

                  The Product Experience Management Value Index 2023 gauges how well offerings from 16 vendors match buyers’ requirements.

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                  Analyst Perspective
                  Product Experience Management Requires Next-Gen Digital Technology

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                  Analyst Perspective
                  Product Experience Management Market Requires Digital and Processes Excellence

                  Ventana Research shares observations from the 2023 Product Experience Management Value Index Market Report.

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                  Product Experience Management 2023 Value Index

                  Ventana Research's 2023 Product Experience Management Value Index.

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                  Analyst Perspective
                  The 2023 Market Agenda for Marketing: Data Takes Center Stage

                  The 2023 Marketing Market Agenda provides the insights and best practices you need to maximize your CX technology investments.

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                  Avaya Earns Digital Leadership Award with Upland and Salesforce

                  Avaya earned the 2022 Digital Leadership Award in Marketing using Upland and Salesforce to validate customer experiences for use as a sales tool.

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                  Activating Omnichannel Product Experiences

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                  Why Better Analytics Improves Marketing Performance

                  Marketing teams succeed or fail based on their ability to assess the needs of their customers. Doing that in an increasingly data-driven environment requires better tools for marketing analysis.

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                  Adobe Unifies Marketing and CX

                  Marketing and Customer Experience (CX) are typically treated as separate business functions or, in some cases, poorly connected. But there is a growing effort to (effectively) conjoin these areas as organizations are discovering that these department

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                  Webinar
                  Go Big or Go Home: Why Small Businesses Should Invest in a Modern Contact Center

                  Small businesses have had to make do with tools that are less advanced than those used by their larger peers primarily due to issues of cost and complexity. But just making do isn’t a recipe for providing great customer experiences and fostering cust

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                  Webinar : Revenue and Margin Improvement

                  Pricing determines not just revenue, but also margin. And margin is vital to ensuring profitability. So pricing both serves to generate volume, and hence revenue. Given the importance of pricing, it is surprising how few companies use data and purpos

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                  Building Friction-Free Customer Experiences

                  Getting everyone who impacts the customer experience within an organization onto the same page can be difficult under normal circumstances—let alone during times of change or upheaval that scramble all our assumptions about customer expectations. Wat

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                  Organizations enable buyers to engage across multiple channels, but product information housed in silos can lead to inconsistent cross-channel digital buying experiences. Product Information Management (PIM) technology enables engaging merchandising

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                  Implementing Price Management for Success

                  Approaches to “pricing,” or the discipline of setting prices, vary across industries and across different organizations within the same industry. Many factors determine how companies go about pricing, but with the rise of the digital economy and the

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                  Digitally Optimizing the Customer Experience

                  A portfolio of industry changes are happening to meet the customer demand and needs from applications to adopting customer engagement hubs — to support any range of customer engagement.

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                  The Strategic Factors for PIM

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                  The Digital Age of Data Intelligence

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                  Innovation Sharpens the Customer Focus

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                  Putting Customer Conversations to Work

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                  Making PIM Configurable and Reliable for Manufacturing

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                  CSG Earns Marketing Digital Innovation Award for 2022

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                  Six Steps to Build a Business Case for Effective Marketing Planning

                  Achieving excellence in marketing requires accurate and effective planning that is used consistently across the marketing department. Marketing must work to ensure that investments deliver value for the organization.

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                  Building a Business Case for PIM

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                  How to Achieve an ROI from PIM

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                  Digital Business Market Agenda for 2022: Resilience and Readiness

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                  Shiseido Group Earns Digital Leadership Award in Marketing with Reltio for 2021

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                  The Transformation of Account-Based Marketing for Revenue Optimization

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                  Perfion Named a Vendor with Merit in the 2021 PIM Value Index

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                  Winshuttle is a Vendor with Merit in the 2021 PIM Value Index

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                  Innovit Named a Vendor with Merit in the 2021 PIM Value Index

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                  Viamedici Named a Vendor with Merit in the 2021 PIM Value Index

                  We are happy to share some insights about Viamedici EPIM drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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                  Analyst Perspective
                  Contentserv is a Vendor with Merit in the 2021 PIM Value Index

                  We are happy to share some insights about Contentserv CS drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements.

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                  The Potential of Marketing in 2021: The Market Agenda

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                  Reltio Connected Customer 360 earns our 13th Digital Innovation Award for Marketing

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                  The Business Continuity Imperative: The Digital Experience in Marketing for 2020 and Beyond

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                  Market Agenda Calendar

                  ISG Software Research maintains a rigorous approach to its areas of research expertise through a methodology of processes and activities to ensure we provide the best possible insights on technology across business and IT. This is represented in our Market Agenda, which is a foundation for providing actionable information and guidance to help you identify opportunities for improved competitiveness and effectiveness. Other industry analyst firms lack methodology and a publicly available research agenda and are easily biased by clients and the industry. We take pride in our reputation for independence and provide our research calendar and agenda for visibility into the upcoming months of activity.

                  November

                  • Analyst and Market Perspectives
                    Marketing Analytics and Planning
                  • Buyers Guides
                    Product Experience Management in collection

                  December

                  • Analyst and Market Perspectives
                    Digital Experience Intelligence for Customers and Products
                  • Buyers Guides
                    Product Experience Management in analysis

                  January

                  • Analyst and Market Perspectives
                    The Age of Persona Marketing
                  • Buyers Guides
                    Product Experience Management publishes

                  Want to see our plans for business and technology this year?
                  DOWNLOAD THE MARKET AGENDA

                  Vendors Covered

                  Vendors Not Covered or Recommended

                  • Activeviam
                  • Anaconda
                  • Anodot
                  • Arria
                  • Course5i
                  • Dataminr Inc
                  • ElectrifAi
                  • Engineering Ingegneria Informatica
                  •  
                  • ESRI
                  • EvolutionIQ
                  • FICO
                  • Jedox
                  • Knime
                  • MathWorks
                  • Mode
                  • Nvidia
                  •  
                  • Pecan
                  • Phocas Software
                  • PublicRelay
                  • Rocket Software
                  • Seeq
                  • Software AG
                  • splashBI
                  • Vizlib Ltd
                  • Worksoft
                  For more information on Vendor coverage, or to become a covered vendor, click here.

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