Gartner recently published their 2021 Gartner Magic Quadrant for Multichannel Marketing Hubs, and Acquia is excited to announce that for the first time, Acquia Marketing Cloud was recognized in this Magic Quadrant. We consider our recognition as a Niche Player a stepping stone and an acknowledgement that we are moving in the right direction.
The multichannel marketing hub market is a diverse, expansive space of technologies that serve different purposes from email automation to personalization to data-driven customer insights. We believe the recognition of Acquia Marketing Cloud as one of the few multichannel marketing hubs among the thousands of marketing technology vendors in the space comes as a result of our unification of marketing products on top of a strong foundation in open data. We view this recognition alongside our two-time placement as a Leader in the 2021 Gartner Magic Quadrant for Digital Experience Platforms (DXPs) as validation for our vision of intelligent, open and data-driven customer experiences as what is needed to compete in such a wide and varied martech space.
Customer Data Platforms at the Center of the Multichannel Marketing Hub
In our first year being recognized in the Gartner Magic Quadrant for Multichannel Marketing Hubs, Acquia was recognized as one of just 20 multichannel marketing hub vendors evaluated. However, compared to the expensive and monolithic marketing cloud solutions, we believe Acquia has the advantage of being anchored by the foundational data layer of Acquia Customer Data Platform (CDP) and supported by our robust machine learning framework. When it comes to CDP functionality, many of large, proprietary marketing clouds fracture their CDP functionality across multiple systems, making it difficult to integrate and access data across the entire digital landscape.
Distinctively, Acquia Marketing Cloud is one of the few MMH vendors that is backed by a mature CDP with over 16+ years of experience. Unlike the traditional marketing cloud vendors that are limited by data silos and disconnected systems, Acquia’s Marketing Cloud takes the guesswork out of understanding customers with a unified data-first approach. Rather than focus on the execution first and guess at what people want, Acquia focuses on leading with customer insight and tailoring each experience to reflect present and future opportunities.
A CDP-Led Hub to Power Smarter Marketing Orchestration, Not Standalone Spokes
As the marketing technology space continues to mature, we believe that a marketing cloud must allow data to be the guiding light that shines critical context for each interaction between customer and brand. Gartner’s inclusion of Acquia Marketing Cloud and other CDP-led vendors in this Magic Quadrant validates this data-first approach. But the value of a CDP-led hub is only realized when it is connected with a system that can coordinate delivery of data-driven experiences at all customer touchpoints. Not only must your CDP serve as a hub of customer intelligence, but it must communicate with the other spokes or channels within your marketing cloud to intelligently execute those insights.
Built upon the foundational layer of Acquia CDP, in our opinion, Acquia Marketing Cloud stands out from these other CDP-led vendors who cannot match our full range of marketing and digital experience capabilities, like personalization, marketing automation and digital asset management. Since acquiring Mautic and AgilOne in 2019, we’ve worked to create a seamless marketing cloud ecosystem that combines the capabilities of a CDP, cross-channel campaign management and website personalization through bidirectional, real-time, API-based integrations. As a result, brands working with Acquia Marketing Cloud gain both the expertise they need to create data-driven, personalized experiences and the extensibility to activate digital experiences at scale.
An Open Multichannel Marketing Hub within an Open DXP
Our inclusion in Gartner Magic Quadrant for Multichannel Marketing Hubs affirms our belief that Acquia’s Open DXP and our best-of-breed approach to technology sets us apart from other DXP offerings that fall into a “jack of all trades, master of none” philosophy. Vendors may claim to deliver a full-package DXP that spans all sides of customer experience, yet they fall short on delivering the timely and personalized experiences customers want because they cannot anticipate and adapt to future needs.
As brands continue to dig through thousands of options in search of a better way to integrate and activate all of their customer data across multiple channels and systems, they need a DXP that recognizes that the best digital experiences are fueled by content, backed by data and activated through composable, open technology. To that end, Acquia has transformed our DXP offering by creating a connected, composable ecosystem that can meet the needs of all sides of the business. Acquia DXP brings together our Marketing Cloud and Drupal Cloud, providing brands with the freedom to compose personalized customer moments across every channel and the support of a composable, cloud-native architecture.
See more about what makes Acquia Marketing Cloud a unique solution for helping multichannel marketers achieve their goals by getting the full Gartner Magic Quadrant for Multichannel Marketing Hubs report.