Summary

We are leaving the era of first-generation marketing offerings and entering the era of CoMarketing Clouds (CMCs), which represent a fundamental shift in the way marketing work gets done.

CoMarketing Clouds leverage intelligence and automation to help marketers streamline tasks and campaigns and deliver personalized recommendations to make them more effective. They also provide marketers with an intelligent assistant to help them work more efficiently.

The result is that marketers can engage buyers on a more dynamic, localized, and personal level than ever before. This market is poised to revolutionize how enterprises market to buyers across their channels.

Introduction

Today’s buyers expect to be courted as individuals, no matter what part of the customer journey they are on or what channel they are using to interact with a business. Consequently, enterprises and their marketing teams are under tremendous pressure to satisfy this demand across their organizations. One-size-fits-all campaigns, content, and generic responses via messaging are effectively driving customers away. Marketers have turned to legacy marketing automation offerings for help, but the problem is that they often fail to address the challenges of customized and data-driven marketing at scale, across channels and locations.

This Research Note will introduce and define CMCs, discuss who CMCs will benefit, and instruct enterprises on how they can put CMCs to work in their marketing departments.