Zero Opt-Outs Is the New Holy Grail for Marketing Automation, this Years Nucleus Value Matrix Shows

This year’s Technology Value Matrix for Marketing Automation highlights
increased efforts to minimize marketing campaign opt-outs by using
AI-driven targeting, data integration and automation that further
personalizes content based on more granular audience preferences.
Increased pressure from European general data protection regulation
(GDPR) has also further accelerated investment in the development of
tools that better encourage subscribers not to drop out of marketing

The leaders in this year’s Value Matrix include: Adobe Marketing Cloud,
Marketo, Oracle Marketing Cloud, and Salesforce.

“Every marketing automation vendor talks about personalization, but few
have achieved hyper-personalization. Going beyond even
micro-segmentation, true personalization means no prospect or customer
ever receives communications they don’t want – from a channel or at a
time they don’t prefer. In this pursuit, GDPR’s further restrictions on
maintaining banks of customer data makes things even more difficult when
attempting to get customers that have opted-out back. Getting effective
personalization right the first time is crucial,” said Rebecca
Wettemann, VP of Research at Nucleus Research.

One of the biggest hurdles to effective omnichannel marketing is
real-time visibility into information spread out between departments,
databases and applications. Vendors are driving improvements towards a
“single view” into customer data with e-commerce and marketing
integration strategies at the forefront of this push. And as a means to
grow their own market share, vendors are increasing engagement for both
business-to-business and business-to-consumer models, increasingly
overlapping capabilities between these categories of offerings.

Vendors are evaluated within the Technology Value Matrix on both
usability and functionality – key drivers of value – and placed into
four categories: Leaders, Experts, Facilitators, and Core Providers.
Customers can use the Matrices to evaluate vendor short lists as well as
to make the case for maintaining existing applications.

See the full Technology Value Matrix for marketing automation at:

About Nucleus Research

Nucleus Research is a global provider of investigative, case-based
technology research and advisory services. We deliver the numbers that
drive business decisions. For more information,
visit or follow us on Twitter @NucleusResearch.

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