Frost Radar™: Multichannel Marketing Hubs, 2024

Frost Radar™: Multichannel Marketing Hubs, 2024

A Benchmarking System to Spark Companies to Action - Innovation that Fuels New Deal Flow and Growth Pipelines

The Frost Radar™ for the multichannel marketing hub (MMH) industry analyzes providers offering software solutions that help companies streamline and enhance marketing efforts across multiple channels. It plots 12 selected providers based on 10 growth and innovation criteria, comprising quantitative and qualitative factors.

The vertical Growth Index is a measure of a company’s growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision; a robust growth pipeline system; and effective sales and marketing strategies. For growth performance and track record, Frost & Sullivan analysts consider each company’s year-end revenue for 2020, 2021, 2022, and 2023. Those metrics were added to three additional qualitative metrics—growth pipeline, vision and strategy, and sales and marketing—to determine the positioning of each company on the Growth Index.

The horizontal Innovation Index is a measure of a company’s ability to develop products/features/services/solutions (with a clear understanding of disruptive megatrends) that are globally applicable, able to evolve and expand to serve multiple markets, and aligned to customers’ changing needs.

The inclusion criteria for MMH providers are:

• functionalities for campaign management (planning, executing, and optimizing);
• functionalities for integration with other business software (such as customer relationship management, customer data platforms, and marketing analytics);
• functionalities for customer segmentation (based on various criteria such as demographics, behavior, and preferences);
• functionalities for marketing analytics (measurement of campaign performance);
• support for three or more of the following marketing channels: website, social media, email, SMS, and mobile apps;
• annual MMH revenue exceeding $20 million in calendar year 2023; and
• commercial presence in at least two of the following four regions: North America, EMEA, APAC, and Latin America.

Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to reveal their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™ considering their strengths and the opportunities that best fit those strengths.