2024 Marketer’s Priorities – All Signs Point to AI
Martechvibe’s expert panel on overcoming implementation woes, aligning teams for a new mindset and making AI work for you, instead of the other way around.
Martechvibe’s expert panel on overcoming implementation woes, aligning teams for a new mindset and making AI work for you, instead of the other way around.
The conversation is no longer if we need to use AI in marketing, it is how. Understanding how to work with new technologies can create employee resentment, build busy work, and distract from the ultimate aim of reducing cognitive load, and fulfilling business goals.
There has been enough talk about the benefits of AI and its potential impact on the marketing function. It’s time to break the barriers to adoption, and build AI capabilities with your enterprise.
We spoke to industry veterans to get their advice on how to make the most of AI, and how to onboard teams to leverage GenAI.
Dr. Xu Zhang, Assistant Professor of Marketing at London Business School
“Everyone is talking about AI. There is no doubt that AI will fundamentally influence every aspect of marketing decisions. Therefore, businesses should be open to embracing AI tools and integrating them with human inputs. However, adopting AI in marketing decisions is the easy part.
The real challenge is to decide which marketing functions to delegate to AI and which should remain primarily human-driven. Businesses that can seamlessly combine the benefits of the two and achieve synergy will gain the most efficiency improvements from AI development.”
Sid Bhatia, Regional VP & General Manager for Middle East, Turkey & Africa, Dataiku
“When looking to implement AI, and scale the technology in the enterprise, the “how” (pathways) is a critical consideration.
Organisations can go down one of four paths; Services — wherein the organisation can outsource development and deployment of a Gen-AI suite to a third party, Point solutions — where an enterprise can buy a Gen-AI application off-the-shelf, DIY — where as the name suggests, the organisation can develop the internal AI and software capabilities to build solutions that make sense and align with the wider AI strategy, or finally Platform — market offerings that allow the business to build machine-learning & AI capabilities, including Gen AI, into their day-to-day operations.
The platform approach is the best of all worlds — reduced entry-barriers, lower costs, faster time to value, easier maintenance, more audit options, better governance, and more. But to fulfil its potential, an AI platform requires an organisation-wide shift in mindset. Business leaders must be prepared to break down silos and move towards an Everyday AI culture where teams collaborate routinely, and value can be added repeatedly through brainstorming and rapid prototyping. A middle ground must be found between developmental autonomy and governance, so that employees feel empowered to add new value.”
Sharon Mandell – CIO at Juniper Networks
“One of the key areas of focus for technology leaders committed to helping their organisations grow should be how to operationalise generative AI (GenAI), even if we haven’t solved the cost management challenge yet.
As we move beyond proof-of-concept (POC) phases, the productivity gains and potential savings will become increasingly clear, especially in areas such as coding, test creation, legal, and marketing content creation or validation. IT will also be under pressure to convert these gains into real benefits or cost reductions.
At the same time, sustainability is going to remain high on the agenda and that’s partially because customers are asking about it – not only for AI, but across the board. For example, 60% of Juniper’s top customers have carbon reduction goals for vendors. That being said, generative AI’s compute requirements specifically (not all AI), can be quite high. Thus, as we are working on proofs of concept, we’ll have to evaluate these costs in our value equation for the use case, in addition to the usual metrics. Moreover, CIOs will be required to manage and provide data for ESG reporting, while also baking ESG and energy efficiency into technology decision making.
We also anticipate that security concerns will keep evolving, demanding greater attention and investment. This includes safeguarding GenAI systems. In response to emerging threats, we expect that a growing percentage of IT budgets will be spent on prevention, mitigation, and recovery efforts. Furthermore, ensuring compliance with new regulatory requirements in the UAE and the wider Middle Eastern region will be a big focus.”
Mohamad Rizk, Regional Director & CIS at Veeam Software
“Traditional Artificial Intelligence (AI) is there to grow
Right now, traditional AI, also called Weak AI or Narrow AI, is everywhere. It is automating industries, reshaping the retail business and consumer behaviour, and a lot more.
In 2024, public and private sectors in the Middle East will continue to introduce AI to their digital services. For example: AI in cybersecurity, AI to predict real-time payment scams, face recognition, etc.”
“Right now, most countries in the Middle East do not have clear legalisations for using Generative AI tools which puts all organisations and individuals at risk of breaching privacy regulations. Furthermore, the laws are incredibly vague at the moment leaving them open for misinterpretation and misuse. In
2024, it is expected that the efforts for regulatory entities in the Middle East will be focused on regulating the usage of data in autonomous and semi-autonomous systems.”
Karl Crowther, VP of MEA at Alteryx
“Reflecting on the dynamics of the current business landscape of 2023, the new year offers opportunities to further push boundaries, explore uncharted territories, and utilise technology and innovation to redefine success
in the Middle East’s dynamic business ecosystem. However, a business-wide approach to data-driven decision-making that empowers the entire workforce
to take full advantage of technology such as AI is crucial to success. Our focus for the coming year is to continue to simplify the complexities of data science and help democratise accessible AI through
intuitive, low-code and no-code solutions that empower all to navigate this era of AI-driven intelligence.”
Scott Brinker, Editor of the chiefmartec
“Generative AI is the first major innovation in the history of marketing technology with the power to fundamentally reduce UX complexity.
I see Gen AI playing at all levels of the martech stack: the underlying data, the orchestration and decisioning layer, the user interface for marketers, and ultimately the customer experience for both human buyers and AI agents working on behalf of human buyers.
I am most excited about the coalescing universal data layer. Having access to all the data, aggregated across the organisation and different apps and touchpoints, will provide enormous fuel for the next generation of AI-powered digital operations and customer experiences.”
Kat Warboys, HubSpot’s Marketing Director for Asia Pacific
“Artificial Intelligence (AI) has become the buzzword of 2023, with investments in the technology on the rise within Asia Pacific.
We expect adoption of AI to continue in 2024 within SEA, where the region’s companies are poised to invest 67% more in AI and machine learning (ML) in 2023 than the previous year according to a report from Dataiku. We have observed marketers in SEA increasingly viewing AI as an assistant that augments their ability to better manage day-to-day tasks. This is especially true for generative AI applications, which helps marketers develop higher-quality, personalised content that resonates better with audiences, all at a quicker pace. These sentiments are reflected in a HubSpot study, where content creation emerged as the top use case for generative AI among 89% of marketers in the region’s business hub of Singapore.
Another leading use case for AI is automating labour-intensive work. HubSpot found that marketers spend an average of five hours a day – more than half their workday – on low-impact tasks such as keyword research, data cleanup, formatting content, reporting and analytics, all of which can be automated by Generative AI tools. Time intensive tasks that are part of the creative process such as digital asset management, file tagging, file naming, as well as content creation can also be managed by Generative AI. This frees up valuable time and energy for marketers to focus on more meaningful work like project execution and creative brainstorming. Most importantly, it empowers marketers with the time and data-backed insights needed to genuinely connect with customers, and work with them to identify and solve complex customer challenges.
However, significant barriers to adoption remain. 35% of Singapore marketers participating in a HubSpot study are facing challenges of not knowing how or where to begin with generative AI tools, highlighting the need for training and development among marketers. Other common concerns we have observed involve the potential of AI-generated content to harm brand reputation due to plagiarism or misalignment with brand values.
We expect these concerns to be overcome as companies hire AI implementation experts, marketers become more comfortable using AI, and as AI tools strengthen fact-checking capabilities. Part of these efforts are expected to be led by the government. For instance, Singapore recently unveiled its updated National AI Strategy, a blueprint for the country that focuses on preparing the economy to embrace and utilise AI, with other major SEA economies also having similar initiatives in place.”
Yolande is a journalist with more than 10 years of experience covering emerging technology and business. She has tracked digital disruption and its impact on enterprise across the US and Middle East.
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Pega is a combined business process management and robotic process automation (RPA) platform that comes with workforce analytics features. It offers a wide variety of tools such as Pega Email Bot to automate repetitive tasks with personalised customer replies at scale.
EdgeVerve, a subsidiary of India-based IT company Infosys Technologies, offers RPA software for major enterprise companies. Its AssistEdge Robotic Process Automation provides machine learning and AI tools called Infosys Nia. Its AssistEdge RPA enables global marketing and distribution companies to automate 970+ manual tasks at scale.
Clevertap is a comprehensive platform that allows global marketers to get unified customer data analytics and omnichannel engagement in one place.
UseResponse is a fully customisable customer support and feedback software, helping companies to better understand the needs of their customers. It provides the capabilities of multichannel ticketing, live chat with messengers aggregator, chatbot, feedback community portal, and knowledge base.
Survicate is a drag-and-drop, multichannel survey builder, helping brands effortlessly collect and analyse customer feedback. It offers 23+ one-click, native integrations, enabling advertisers and marketers to create follow-up campaigns based on real-time customer feedback.
SAP Sales Cloud comes with end-to-end solutions and offers AI-fueled insights for understanding customers’ preferences. It helps build customer profiles at scale. It also empowers users to automatically manage contact information, which streamlines clients’ journeys.
Freshsales by Freshworks is an AI-powered software that streamlines the sales cycle by automating mundane tasks and personalising customer engagement. It generates quality leads and nurtures relationships by understanding visitor intent in real-time.
Developed for midsize enterprises and large organisations, Creatio offers end-to-end CRM software solutions, allowing users to manage sales, marketing, and services all in one place. For marketing professionals, it provides Marketing Creatio, an omnichannel marketing platform to orchestrate customer journeys and accelerate lead-to-revenue.
Salesforce is a global technology provider, offering low code/no-code, AI-powered capabilities. Marketers and advertisers can harness its technologies for multiple use cases like B2B strategies, cross-channel personalisation, real-time analytics, and more.
SAS offers embedded CDP capabilities, letting marketers unify customer data, understand digital activity and enable analytically driven, real-time activation. It comes with data activation facility that enables marketers to pull only the data they want, further reducing data migration costs.
Blueshift is a scalable CDP platform that offers AI-driven capabilities for clubbing real-time events with related data from various sources. It streamlines these insights into unified customer profiles, enabling marketers to automatically personalise their targeting goals.
Wotnot is a genAI-powered, no-code chatbot platform, helping the sales and marketing team to engage with visitors on their website via personalised conversations, catering to their lead-generation goals. It offers platform-based solutions, such as AI Studio, a GPT chatbot builder, and an analytics dashboard.
Aisera is a generative AI platform provider that offers AI Copilot, AiseraGPT, and AiseraLLM for various domains. With Aisera, enterprises can accelerate the development of their LLMs or purchase ready-to-use generative AI solutions with pre-trained LLMs using customer data to reduce hallucinations.
Deliotte offers Ncyte, an all-in-one analytics solution. Utilising patented algorithms, proprietary data models and predictive analytics, Ncyte delivers actionable insights for various marketing functions. With Nycte, data and marketing teams can pre-define events such as attributed campaign performance to evaluate their efforts with live notifications.
CleverTap is a customer engagement and retention platform that offers the functionality to integrate app analytics and marketing. Powered by TesseractDB, a purpose-built database for engagement & retention, it combines the features of audience analytics, omnichannel engagement, and product A/B testing for marketing functions.
Oracle Advertising and Customer Experience (CX), lets advertisers personalise their campaigns. Its flagship product, Oracle Moat, a comprehensive analytics and measurement platform, provides a suite of solutions across marketing and ad intelligence. Moat helps reach prospective customers, capture consumer attention, and measure the outcomes to unlock business potential.
Meta Ads is a social media advertising platform leveraging the user base from Facebook, Instagram and Whatsapp to deliver personalised ads at scale. It offers Meta Business Suite and Meta Business Manager for managing and tracking ad performance. Utilising its AI-powered tools, advertisers can partially or fully automate with complete control over their ads.
WebEngage is an end-to-end customer data platform, helping brands to strategise their customer engagement and retention functions. It supports third-party integration for use cases including customer segmentation, omnichannel engagement, and survey & feedback.
ServiceNow features Robotic Process Automation Hub (RPA Hub), a scalable genAI-powered platform for orchestrating and managing a robotic workforce to execute various business processes. Its workflow automation enables tasks like lead management and campaign execution and supports integration with popular marketing tools to streamline processes.
Tealium is a comprehesive customer data platform helping brands orchestrate and manage their data activation from a marketing standpoint. Its AudienceStream CDP functionality enables marketers to create custom campaigns via 1300+ integration options for several use cases.
Qualaroo is a saas-based online survey creator offering Qualaroo Nudge, a proprietary technology for uploading custom properties for airtight targeting. It enables marketers to ‘nudge’ when user clicks on a page element, helping them to target visitors on their real-time activity.
Zendesk is a Danish-American company that offers software-as-a-service products with the capabilities of omnichannel integrations. Its omnichannel messaging platform enables sales and marketing teams to easily track and consolidate customer tickets from various sources, ensuring enhanced customer experiences.
WebEngage is an all-in-one marketing platform that integrates omnichannel engagement with live analytics features. It offers AI/ML-driven product recommendations engine that enables marketers to boost conversion for all channels, including the web and mobile apps.
Sprinklr is a comprehensive enterprise software company offering omnichannel support capabilities for all customer-focused marketing functions. It provides no-code, easy-to-build API integrations to access real-time customer data from multiple sources — such as CRM, CDP and ecommerce platforms.
SAP provides omnichannel marketing capabilities through its flagship product: SAP Emarsys. By accessing its purpose-built reports, teams can determine the effectiveness of their marketing campaigns, segments, and channels in achieving sales goals. Its B2B account engagement features let brands deliver predictable and personalised marketing-led B2B insights at scale.
MoEngage is a global AI-driven marketing platform that enables brands to orchestrate omnichannel campaigns from a single intuitive interface. Utilising MoEngage’s User Path Analysis capabilities, marketing teams can target customers across 10+ channels, depending on their purchase behaviour.
Intuit Mailchimp is an AI-powered omnichannel platform that offers email and marketing automation functions. With its customised pre-built audience segments, marketers can scale their campaigns based on individual contacts’ demographic information and shopping behaviour.
Hubspot is a cloud-based, scalable customer platform that offers various marketing automation solutions with omnichannel support capabilities. It enables marketers to create omnichannel campaigns to connect and interact with customers across multiple channels in real-time.
Bloomreach is an all-inclusive marketing automation platform that comes with omnichannel orchestration supports for various use cases, such as marketing campaign personalisation, and headless CMS commerce platform experience.
Agillic specialises in offering global brands a comprehensive Omnichannel Marketing Automation Platform that enables them to create personalised marketing campaigns. Its multichannel marketing capabilities support multiple integrations, such as Playable and Sleeknote for lead generation, Zapier for automating routine processes, among others.
Adobe Experience Cloud features Adobe Campaign, enabling marketers to synchronise their customer data from various channels for omnichannel marketing. By leveraging its omnichannel integration with Adobe Journey Optimiser, brands can build multi-step journeys, campaigns, and personalised real-time moments that follow their customers across channels.
ActiveCampaign is an intelligent multichannel marketing automation platform that enables marketers to seamlessly connect campaigns across the channels that matter most to them. It helps enterprises streamline personalised marketing, transactional emails, and one-to-one CRM interactions throughout the customer lifecycle.
UiPath offers a comprehensive AI-powered robotic automation platform, enabling marketers to streamline recurring functions, such as lead automation and customer engagement. Utilising its capabilities, marketers can personalise and automate customer interactions, depending on their needs and preferences.
SAP is a composable marketing automation technology provider, offering SAP Intelligent RPA solutions to automate repetitive, rules-based business processes, including marketing and sales. Using its tech stack, marketers can automatically extract product data from manufacturers’ websites, update online inventory and import website and email sales.
Microsoft offers Power Automate, a low-code and AI-powered RPA software that helps marketers streamline tasks like lead management, email campaigns, social media management, data analysis, content publishing, and customer feedback. Leveraging its capabilities, businesses can automate repetitive tasks, such as lead capture and email marketing workflows.
IBM offers AI-powered Robotic Process Automation capabilities for CRM and marketing functions. It enables users to automate workflows with integrated OCR and intelligent chatbots, distribute work across multiple bots without human interventions and manage emails via low-code authoring tools.
Hyland offers an AI-powered comprehensive robotic automation software suite, enabling marketers’ teams to automate their campaigns. Its Natural Language Processing (NLP) technology allows businesses to automate repetitive marketing functions, such as execution of targeted and personalised strategies in near real-time.
Datamatics is an intelligent automation platform, offering TruBot RPA designer, a low-code bot design tool for marketing teams to create customised bots quickly. It provides 500 pre-built components, enabling low-code design and rapid deployment capabilities with drag-and-drop options.
Automation Anywhere offers Automation Success Platform powered by Vertex AI, enabling enterprises to develop a cloud-based digital workforce at scale. Leveraging its bots, ML, and AI technologies, marketers can automate their marketing and sales processes. One of its popular offerings is Automation Co-Pilot, a genAI-powered assistant that empowers businesses to create and summarise content.
Appian is a global technology provider, delivering end-to-end process automation with RPA, AI, IDP and API integrations. Utilising the readily available APIs of this low-code platform, teams can create a series of connected digital business applications including customer management and marketing.
Powered by Zoho Corporation, Zoho Analytics enables marketers to track all critical metrics in a single platform to enhance marketing outcomes. The company offers 75 pre-built data visualisation reports and dashboards on marketing performance for collaborative analysis. With its AI-powered assistant, marketers can generate automated insights, predict future trends, and configure smart alerts.
Semrush is an online visibility management and content marketing SaaS platform, offering marketing analytics tools to global businesses. Its open-source analytical tools include Market Explorer and Traffic Analytics for understanding market trends and website traffic respectively.
Nielsen is a global audience insights, data and analytics solution provider, helping marketers measure what people listen to and watch. It offers a comprehensive, AI-powered Nielsen Marketing Cloud platform with sub-products such as Audience Segments, Scarborough, and Advanced Audiences to understand audiences for different targeting initiatives.
MoEngage is a full-stack marketing automation platform, offering consumer insights and analytics solutions for marketers to understand customer LTV. With MoEngage Analytics, they can measure user engagement, spot behavioural patterns, and act on retention to prevent app uninstalls.
Microsoft Clarity is a behavioural analysis tool that helps marketers understand user interaction with their website. It supports features like Session recordings, Heatmaps, and ML insights in real time. Processing more than a petabyte of data from over 100 million users per month, Clarity accommodates limitless traffic for various marketing measurements at scale.
Powered by AI-led insights, Merkle offers scalable marketing analytics and CX technology solutions, helping brands to optimise their campaigns. Some of its flagship solutions are Measurement & Media analytics, Consumer & Experience insights, and Product & Market intelligence.
Hubspot offers marketing analytics and dashboard software, enabling businesses to make data-backed decisions for use cases, such as revenue generation, site analytics and detailed reporting. Leveraging the capabilities of its multi-touch revenue attribution model, marketers can monitor real-time website traffic via unique tracking codes.
Google Analytics is an open-source analytics tool by Google, enabling marketing teams within organisations to better understand their customers via valuable insights. Consequently, businesses can use those insights to take action, such as website improvement and tailored audience list creation.
Adverity is an integrated data analytics platform, enabling marketers to automate their customer’s data integration and visualisation functions. It offers 600+ pre-built data connectors to popular marketing platforms, social media networks, SEO tools, and marketing automation solutions. The platform also provides pre-build dashboards to generate tailored reports.
Adobe Experience Cloud offers Adobe Analytics and Adobe Target within its analytics tools solutions, enabling marketers to execute in-depth analysis of their customer data. Adobe Analytics allows the sales and marketing teams to mix, match, and analyse data from any digital point in the customer journey.
Ahrefs features a suite of analytics tools under its Ahref Enterprise offering. It offers API and Looker Studio connectors, enabling marketing teams to elevate their SEO strategy with enterprise-grade and insights. Some of the criteria for its API endpoints include Backlinks, Organic & Paid Traffic, SERPs, Website health score and more.
StackAdapt is a multi-channel programmatic advertising platform, enabling digital marketers to customise their strategy. It offers open and flexible DSP (Digital Signal Processing) capabilities for executing tailored ad campaigns. Furthermore, its ad previewer lets marketing teams preview video, display and native ads on desktop or mobile across 500+ publishers, covering 23 verticals.
Rakuten is a global affiliate ad technology company, enabling advertisers to optimise their marketing strategies with data-driven insights. It offers AI-powered forecasting and benchmarking capabilities and dynamic multi-touch commissioning tools, allowing advertisers to customise their campaigns. It also supports first-party data collection integrations for both B2B and B2C marketers.
Nielsen offers Nielsen Ad Intel, a cross-platform advertising intelligence platform with actionable insights to identify prospects, analyse brand strategies and learn from past advertising campaigns. It offers various advertising intelligence features such as ad spend monitoring, competitive benchmarking, global competitive insights and expert data harmonisation.
Magnite is an independent sell-side advertising technology provider, enabling publishers to monetise their content across all screens and formats. It offers Magnite Streaming, a singular supply-side platform that merges technology from the Magnite CTV and SpotX platforms. Utilising this functionality, marketers can identify their potential audiences to restructure their targeting strategies.
IBM offers a comprehensive suite of Watson Advertising to agencies and marketers. With Watson Advertising’s AI-powered assistant, advertisers can customise their advertisements, based on real-time ad results. It also supports functionalities of cookieless advertising, ad fraud management and brand safety measurements.
Google features a comprehensive list of AI-powered Ad tools under its Google Ads offering. Some of its popular tools include Keywords Planner, Ads Editor, Reach Planner, Ads Mobile App, Insights Finder, Ads API, and Recommendations Page. Additionally, it offers Google AdMob to help businesses plan their in-app revenue generation strategy.
Criteo is an all-in-one connected commerce media platform, enabling marketers and agencies to scale their digital and physical assets. Leveraging the capabilities of its AI-powered technology, brands can develop strategies for intent-based product recommendations, multi-prolonged accessibility, contextual advertising, and more.
Basis Tecnologies (formerly known as Centro), is a programmatic advertising platform, offering ad management tools for search, social and site direct via a single interface. Its flagship products are Basis Assistant and Basis Automate+. Basis Assistant is a Chrome extension, connecting 20+ platforms and tools, and Basis Automate+ is a digital advertising automation tool for simplifying campaign process.
AppsFlyer is a mobile attribution company, helping mobile advertisers to identify their ad network. It offers a measurement suite, giving app marketers full visibility into their customer journeys while preserving their privacy. Utilising its AI-powered Creative Optimisation platform, marketers can formulate their creative strategy.
Adtriba is a cross-channel digital marketing management platform based on data-driven attribution modelling. Its solutions include Adtriba Triangulation, enabling advertisers to witness the integration of diverse measurement methods, such as Marketing Mix Modelling (MMM), Multi-Touch Attribution (MTA) and Incrementality Testing.
Adobe Experience Cloud offers connected advertising solutions with its natively integrated Adobe Advertising platform. Its consultancy-based reporting options come with AI-powered optimisation features, helping advertisers analyse their ad performance via 200+ measurement metrics. Utilising its connected TV (CTV) and search, social, and commerce tools, marketers can optimise their customer acquisition strategy.
Yellow.ai specialises in Conversational AI, generating autonomous conversations that appear human-like. These conversations form the foundation of brand engagement. Their AI-powered, no-code Dynamic Automation Platform manages around two billion conversations from a multitude of channels in numerous languages.
Sprinklr offers a comprehensive suite of 250+ AI-intent bot templates for various industry verticals to accelerate bot development. Its specialised AI and compliant rule engine enables marketers to modify and automate their promotional campaigns for better engagement via suggestion-based personalised bots.
Meta’s new class of generative AI features and creative tools allow users to create and share custom stickers or update the visual style of their photos with a simple text prompt. They can also chat with 28 different AIs and get unique perspectives on topics like travel, games and food.
Kore.ai is a UI-based platform that allows marketers to create a chatbot quickly and deploy it easily on multiple channels. Leveraging the capabilities of its conversational builder, enterprises can build the Dialogflow using dialogue messages. Some of its popular offerings include XO: Experience Optimisation and GALE(Beta).
IBM watsonx Assistant is an interactive virtual agent that utilises natural language and AI, enabling users to set it up on their app and website. It offers fast and accurate responses to customers, enhancing their overall experience and satisfaction with its adaptive learning capabilities.
Haptik helps enterprises manage their customer lifecycle with generative AI-powered conversational solutions to boost marketing and sales. It offers Contakt and Interakt to enhance overall CX, where Interakt enables marketers to send hyper-targeted and personalised campaigns to drive customers to take action on WhatsApp.
Dialogflow is an all-in-one platform for developing chatbots, voice bots, and virtual agents using natural language understanding and Google AI. It helps marketing teams create conversational agents that can handle common customer requests and issues, such as FAQs, and order status at scale.
Dialpad is a fully integrated unified conversation intelligence platform that utilises ongoing ML(Machine Learning) algorithms and does not require coding to configure a chatbot. It offers real-time insights and tips, helping marketing teams customise their approach for every customer.
Cognigy.AI is a low code-no code, enterprise-grade generative AI platform offering readily available LLMs for CX transformations. Its omnichannel reporting and analytics suite for marketing enables organisations to streamline their customer journeys.
boost.ai is a global conversational AI technology provider optimised for operational efficiency at scale. It offers self-learning AI capabilities that emphasise Natural Language Understanding (NLU) along with intent suggestions.
Avaamo is an all-in-one conversational AI platform for enterprises offering a suite of industry-specific skills developed to automate and resolve common use cases. It offers Outreach, which enables marketers to educate and engage with customers across existing touchpoints through proactive and personalised communication.
Amazon Lex offers fully managed conversational AI interfaces with advanced natural language models to design, build, test, and deploy conversational interfaces in applications. It enables sales and marketing teams to automate user tasks in their applications like the CRM and across any digital channel.
Zendesk is an AI-powered customer feedback software provider, offering customer satisfaction (CSAT) software to businesses across multiple industries. Its marketplace offers 1600+ apps and integrations, enabling marketers to create a complete customer feedback system.
UserVoice provides product feedback management software for SaaS businesses. Its UserVoice Validation tool delivers actionable user insights to inform roadmap strategy. From testing ideas to ensuring satisfaction with released features, it helps research and marketing teams gather quick user feedback throughout the entire product lifecycle.
Twilio provides integrated Mindful Feedback functionality within its Flex offering, enabling marketers to automatically take action based on real-time customer feedback. It automatically collects customer feedback after Flex interactions by capturing feedback over post-call voice IVR, outbound voice IVR, conversational SMS, Web SMS, email, and web surveys.
Trustpilot offers ML and AI-powered feedback management tools, helping marketers build trust and loyalty through customer reviews. Its AI-driven Review Insights tool enables marketers to identify growth areas from negative feedback, whereas its Image Generator tool lets them enhance social media engagement.
Sprinklr is a unified customer experience platform (CXM), offering AI-powered feedback management capabilities with its flagship product: Sprinklr Surveys. It integrates solicited customer feedback with unified-CXM data, enabling brands to derive meaningful, actionable insights. Utilising its genAI-powered survey builder, marketers can create conversational surveys to streamline their NPS strategies.
Salesforce is a comprehensive customer-oriented technology provider offering a feedback management suite. Salesforce’s survey responses help marketers create personalised surveys based on their existing customers’ data. Some of the supported applications of its feedback management platform are genAI-powered survey form development and sentiment-insights-based survey collections.
QuestionPro is an online feedback software provider, offering ready-made survey templates to businesses across 40+ countries. Leveraging the capabilities of its customer satisfaction templates, advertisers and marketers can create and gather tailored questions.
Qualtrics is an all-in-one customer experience solution provider, offering website & app feedback tools for organisations to collect customer feedback efficiently. Its digital experience analytics capabilities combined with DXA integrations, bring together verbal and behavioural data for in-depth analysis of user feedback.
HubSpot is a one-stop marketing platform, providing customer feedback software under its Service Hub offerings. Its pre-built APIs include net promote score (NPS), customer effort score (CES), and customer satisfaction (CSAT) surveys, allowing marketers to strengthen their customer loyalty strategy.
Medallia is a comprehensive platform, enabling marketers to capture feedback from all customer touch points. Some of its popular feedback management software capabilities include Sense360 for analysing consumer spending, Medallia Video to automatically extract meaningful insights from customer’s feedbacks and Agile Research for creating branded surveys in real-time.
Zeotap lets brands integrate, unify, segment and orchestrate customer data, fostering a cookieless future. It offers a “Non-Customer Entity Data” feature that helps marketers to integrate both customer and non-customer entity data.
Twilio provides, Twilio Segment, an AI-powered CDP, enabling marketers to streamline their personalised customer engagement journeys. It brings together clean, consented customer data for real-time insights with 450+ pre-built connectors.
Syntasa provides data-ready CDP capabilities, equipping marketers with essential tools to prepare their customer data. It offers real-time sentiment analytics capabilities, helping enterprises derive behavioural insights from unified user profiles to foster hyper-personalised experiences.
SAP is a company-wide customer data management platform, helping marketers improve engagement, conversion, and retention. It offers a genAI-powered data model, enabling enterprises to unify their B2B and B2C customers’ profiles to reach their personalisation goals.
Oracle is a global database management company, providing CDP solutions, under its flagship product: Oracle Unity. Its AI-powered models enable marketers to create hyper-personsalised campaigns with predictive insights by streamlining real-time customer data from heterogeneous sources.
Growthloop is a composable CDP platform, allowing marketing and sales team to action their data at scale. It offers GrowthLoop Audience Builder, enabling marketers to initiate their lead generation functions.
Adobe Experience Cloud offers a real-time CDP, letting users create high-value audience segments for B2C and B2B use cases across their marketing funnel. It follows a cookieless marketing approach to automatically unify customer data across various online and offline channels in real-time.
ActionIQ is a composable CDP platform that offers audience segmentation, acquisition marketing, and Customer 360 capabilities. It integrates analytical tools, enabling marketers to collect and analyse their first-party customer data at scale.
Zoho CRM leverages automation and comprehensive analytics to empower any sales team, fostering stronger customer loyalty. Ideal for both small businesses and enterprises, this software enables enhanced productivity and tailored solutions through predictive intelligence.
Zendesk offers Zendesk Sell, an easy-to-deploy CRM platform that is simple to deploy and navigate, catering to businesses of any scale. Its mobile-friendly Sell app has the functionalities of geolocation, helping sales and marketing teams. Offering an all-in-one CRM platform, organisations can implement use cases like prospecting, engagement, lead generation and communication capabilities.
SugarCRM is a global CRM software provider, helping marketing, sales, and service teams improve efficiency through automation, data, and intelligence in near real-time. It offers Sugar Market, an all-in-one marketing automation platform that helps marketers to automate their campaign with higher ROI.
Salesforce is a one-stop sales and support CRM software that regularly updates customer records, tracks emails and calls, and creates organised support processes for quicker customer responses. Its simple and scalable infrastructure is ideal for businesses of all sizes.
Pipedrive stands out with its emphasis on automation, tailorability, and seamless integration. Purposefully built to enhance the efficiency and productivity of sales professionals, this CRM solution has an intuitive setup and robust capabilities. It facilitates lead generation, comprehensive sales analytics, and seamless business expansion.
Oracle NetSuite CRM, a component of Oracle’s business software suite, is for all midsize and booming businesses that want a comprehensive, integrated CRM solution with ERP capabilities. Using it, customers and partners can directly interact with the platform, freeing the additional work load for their sales team.
Microsoft Dynamics 365 Sales represents a robust cloud-based CRM solution brimming with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring and sentiment analysis.
Less Annoying is a CRM software that utilises a straightforward search feature within its contact management system, making it easy to track contacts. It is ideal for small-sized businesses and offers a highly intuitive and user-friendly interface.
Insightly offers CRM software solutions for enterprises looking to understand their audience data across various marketing functions. It integrates seamlessly with third-party apps, streamlining workflow automation, including bulk emailing and report generation.
HubSpot’s sleek dashboard with consolidated CRM tools simplify complex customer data, further transforming it into meaningful insights. Complementing typical CRM functionalities, HubSpot provides tailored options, including conversation intelligence and email monitoring.
Apptivo delivers adaptable and web-based CRM solutions, enabling marketing and sales teams to streamline all customer service requirements across various devices and browsers. Despite its focused feature set, it encompasses over 65 interconnected applications alongside a robust sales pipeline management tool, ensuring efficient tracking of potential leads without any downtime.
Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities.
Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce’s DXP ensures seamless integration with any solution in the Salesforce ecosystem.
Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform.
Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle.
OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences.
Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale.
Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises’ systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.