Cross-Channel Marketing Hubs: Functionality By Core Use Case This table lists 15 functionalities of CCMH and indicates which core use cases they apply to. This graphic has an associated spreadsheet that includes all the information presented. Please access the spreadsheet for details. Figure 5 Cross-Channel Marketing Hubs: Functionality By Extended Use Case This table lists 15 functionalities of CCMH and indicates which extended use cases they apply to.

Without a campaign model designed around buyer context and selling motion, marketing couldn’t scale consistent solution‑oriented stories across regions, channels, and routes to market. The Solution: A New Campaign Operating Model To address the limitations of launch‑centric marketing, Siemens Digital Industries adopted the Forrester Campaign Framework.

ChatGPT came in a distant third as a source, but it has already outstripped the longer-tenured social channels of Instagram and TikTok. While Gen Z shoppers used ChatGPT more than any other generation, their use of social channels for product discovery still surpassed their use of answer engines.

In particular, vendors that offer cross-channel marketing hubs (CCMH) are actively incorporating AI functionality to address Forrester’s 26 use cases. They’re also innovating with new AI capabilities to differentiate their CCMH solutions across their targeted geographic and vertical markets. Marketing Adoption And Usage Are In Various Stages Across AI Use Cases A bar chart that shows how marketing organizations are adopting genAI use cases.

Figure 4 Partner Ecosystem/Channel Marketing Technology Investments Span Three Categories B2B marketing is increasingly technology-enabled, and we track 31 individual marketing technology categories. Of these, channel incentives management, partner relationship and ecosystem management, and through-channel marketing automation solutions are specific technologies that support partner ecosystem/channel marketing programs and personnel.

They demand CCMH solutions to address mobile-first, cross-channel experiences, meet APAC consumers’ moments-based expectations, and accelerate value realization to succeed in a fast-paced, highly competitive market. Forrester defines cross-channel marketing hubs as: Enterprise marketing technology that supports customer data management; analytics; segmentation; and workflow tools for designing, executing, and measuring marketing engagement across digital and offline channels.

Enables cross-channel use cases. At least 75% (or 150) of the vendor’s enterprise customers use its CCMH to orchestrate personalized customer experiences via three or more marketing channels, and at least 50% (or 100) use it for five or more channels. Has a global go-to-market focus. Each vendor has at least $70 million in global CCMH revenue, and at least 20% (or $20 million) of the vendor’s CCMH revenue comes from outside the region of its primary headquarters.

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Market Definition Cross-channel marketing hubs (CCMHs) build on nearly 50 years of marketing technology (martech) evolution: from early direct mailing lists to database marketing, and on to CRM, email marketing, and cross-channel campaign management (CCCM). Along the way, digital technology innovations — both on-the-glass and below-the-glass — have irrevocably associated CCMHs with a multitude of customer experience (CX) channels, including web, e-commerce, mobile, and social media.

US online adults research and purchase products and services through a variety of channels during the shopping journey. According to Forrester data, the retailer’s website is the most popular for research, with 69% of US online adults regularly using it to research a product or service. When it comes to the purchase itself, 62% complete the transaction online, while 69% do so in a physical store.