For Technology Product Management & Marketing Professionals (Length: 12 pages)
November 5, 2007
The Content Management Market Goes Mini-Vertical
ECM Vendors Are Thinking Small For Bigger Impact
by Ellen Carney, Barry Murphy
with Eric G. Brown, Emily Van Metre, Robert Muhlhausen
Executive Summary (This is a document excerpt)
Fragmentation and blurry boundaries among offerings create big challenges for enterprise content management (ECM) tech marketers to distinguish their products. How are enterprising ECM vendors standing out? Forrester did some digging and learned that a number of ECM tech marketers are focusing on much smaller pieces of big industries like financial services, big segments like retail banking, and niche industries like real estate and construction that are ignored by the rest of the market. By making ECM easy for small businesses to buy, vendors can capture market share in these overlooked industries.
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Forrester reviewed the Web site content of 74 providers of enterprise content management technology and conducted in-depth interviews with Cricket Technologies, Iron Mountain, and TOWER Software. Related Research Documents
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Original air date: Wednesday, November 12, 2008
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