Highlights Marketing Automation Technology Forecast, 2017 To 2023 (Global)

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1 Highlights Marketing Automation Technology Forecast, 2017 To 2023 (Global) Jennifer Adams, Sr. Forecast Analyst May 7, 2018

2 Survey respondents plan to spend more on MarTech Do you plan to increase, decrease or maintain spend on Marketing Technology in 2017? Increasing 55% Staying the same 38% Decreasing 7% Base: 853 global marketing decision-makers whose companies have marketing budget for technology Source: Forrester Data Global Business Technographics Marketing Survey,

3 Marketing technology implementation is on the rise Please tell us what your marketing organizations' plans are to adopt the following individual software technologies or services? (% who have implemented/implementing) Through Channel Marketing Automation 28% 50% Marketing Performance Management 33% 54% Lead-to-revenue Management 38% 55% Content Marketing Platforms (B2B & B2C) 34% 49% Real-time Interaction Management 34% 41% Cross-channel Campaign Management Base: 544 (2016) and 469 (2017) global marketing decision makers whose firms focus primarily on B2C; 528 (2016) and 669 (2017) global marketing decision makers whose firms focus primarily on B2B Source: Forrester Data Global Business Technographics Marketing Survey, 2016 and % 46% 3

4 Example marketing automation vendors 4

5 Marketing Automation Technology forecast 30.0 Marketing Automation Technology Forecast, 2017 To 2023 (Global) $11.4 $13.4 $15.6 $17.8 $20.3 $22.6 $ (F) 2019 (F) 2020 (F) 2021 (F) 2022 (F) 2023 (F) Content marketing CCCM L2RM MRM RTIM TCMA Source: Forrester Data: Marketing Automation Technology Forecast, 2017 to 2023 (Global) 5

6 Marketing Automation Technology Projected Growth Global Compound Annual Growth Rate Through-channel marketing automation (TCMA) platform 25.0% Lead-to-revenue management (L2RM) automation platform 19.4% Marketing resource management (MRM) software 19.1% Content marketing platform (CMP) 17.6% Real-time interaction management (RTIM) solutions 13.2% Cross-channel campaign management (CCCM) software 10.2% Source: Forrester Data: Marketing Automation Technology Forecast, 2017 to 2023 (Global) 6

7 Marketing Automation definitions Content marketing platform (CMP): Solutions that help marketing teams collaborate on a content strategy; orchestrate the numerous, concurrent streams of activity by content creators, curators, and distributors inside and outside of the company; and optimize downstream cross-channel distribution to key audiences. Cross-channel campaign management (CCCM) software: Enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital and off-line channels. Our market sizing includes the data, analytics and reporting functions of CCCM software plus marketing automation. Lead-to-revenue management (L2RM) automation platform: bridge the gap between lead generation and selling activities; L2RM platforms are a way to implement standardized, scalable processes for marketing planning, execution, and reporting. 7

8 Marketing Automation definitions Marketing resource management (MRM) software: Enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content production, asset management, brand compliance, and marketing fulfilment. Real-time interaction management (RTIM) solutions: enterprise marketing technology that delivers contextually relevant experiences, value and utility at the appropriate moment in the customer lifecycle via preferred customer touchpoints Through-channel marketing automation (TCMA) platform: A distributed marketing system used by enterprise marketers to enable and scale local marketing program execution through channel partners (stores, agents, dealers, franchisees, distributors, and resellers) with governance to protect brand integrity. 8

9 Only Forrester clients have the right to cite Forrester. While we invite both clients and non-clients alike to participate in the research process, we reserve the right to cite our research for current Forrester clients only. However, we understand that all parties involved invest a lot of time and effort in the research process and would like to benefit as much as possible from the published results. If you would like to cite the research but are not a current client of Forrester, please speak with a Forrester sales representative about obtaining rights to cite the report in a press release or other marketing materials. 9

10 Jennifer Adams Thank you FORRESTER.COM