Case Study

The Content Management Market Goes Mini-Vertical

ECM Vendors Are Thinking Small For Bigger Impact

November 5th, 2007
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
BM
Barry Murphy
With contributors:
Eric G. Brown , Emily Van Metre , Robert Muhlhausen

Summary

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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