Adobe acquired Neolane in July 2013 and later re-named the product Adobe Campaign. Adobe Campaign provides both marketing automation and marketing resource management functionality such as spend & financial management, workflow, and asset management.
Cross-Channel Campaign Management Software
Best Cross-Channel Campaign Management Software
- Best Cross-Channel Campaign Management Software include: Yesmail360i, Autopilot, Adobe Campaign, and Oracle Responsys.
- A complete list of Cross-Channel Campaign Management Software is available here.
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Cross-Channel Campaign Management Software Overview
What is cross-channel campaign management (CCCM) software?
Sometimes referred to as omni-channel or multi-channel campaign management, CCCM software supports highly personalized and relevant communications delivered across a variety of interactive channels and that enables optimization, channel integration, and institutional memory of the customer.
Cross-channel campaign management tools are usually integrated product suites, some of which are built out of separate channel-specific or feature-specific products that have been acquired and tied together. They connect inbound and outbound, digital and non-digital campaign intelligence within a single platform. For example, Infor allows users to manage interactions with customers across 5+ channels, including direct mail, email, phone, SMS, website, POS terminals, and IVR. In addition to campaign planning and set-up, and real-time personalization features, analytics tend to be a key feature set for CMM tools.
Benefits of Cross-Channel Campaign Management Software
According to vendors and reviewers, CCCM software has a variety of benefits, around both the quality of the customer experience and the impact of marketing communications on new and recurring revenue. They describe some of the advantages of managing campaigns across channels through one solution:
- Consistent communication with customers improves CX, leading to increased customer lifetime value and advocacy.
- Easier to create a single cross-channel view of the customer, which provides intelligence for smoother cross-sells and upsells.
- Better performance in terms of marketing campaign metrics, such as CTR and conversions/registrations.
- Improved customer retention as well as acquisition, meaning a higher ROI on marketing investments.
CCCM vs. Marketing Automation vs. All-in-One Marketing Software
Whereas CCCM tools tie together online and offline channels and aim to create a comprehensive view of the customer, most marketing automation platforms focus on coordinating digital marketing campaigns, are centered around the lead object, and do not have as robust a view of the customer across channels and throughout time. All-in-one marketing software is typically less sophisticated than either CCCM or MA, in terms of analytics and channel coverage especially, as those products are primarily intended for SMBs who only want to purchase one marketing software tool. However, there is certainly some overlap between all three categories. Generally, the differences between the categories are mostly based on complexity of the product and positioning for different user bases/use cases.
Cross-Channel Campaign Management Products
Listings (1-25 of 45)
Salesforce Marketing Cloud Email is an email marketing platform formerly know as ExactTarget before being acquired by Salesforce in 2014. Its key features include integration with other Salesforce solutions, drag-and-drop tools, A/B testing, real time tracking, and graphical reporting.
Marin Software is a very popular cloud-based cross-channel marketing advertising campaign management platform which integrates many tools and functions, and it is the name of the company in San Francisco that issues the software. Marin touts cross-display (including mobile-optimized) advertisemen...
Oracle Cross-Channel Marketing to Consumers is a B2C Cross Channel Marketing solution that is designed to help marketers deliver more relevant, real-time interactions for consumers across email, mobile, display, social, and web experiences.
HCL Unica (acquired by HCL Technologies from IBM in late 2018) is a suite of enterprise marketing management tools including marketing automation with cross-channel campaign management, budgeting and forecasting, project workflow management, asset management, brand management and spend management.
Kenshoo Infinity Suite is a cross-channel advertising solution for search marketing, social media and online advertising. The product aims to give advertisers and agencies the control and automation needed to make better investment decisions across search marketing and online advertising.
Built by marketers for marketers, Mapp is a family of software and customer-centric services including a sophisticated data management platform; tools that optimise email, mobile, app, social and web marketing; and campaign management and strategy consulting. Mapp Digital was created by the comb...
Triblio is an account based marketing platform that creates campaigns for ads, web personalization, and sales. Triblio’s proprietary database complements an organization’s first party data to provide the best data to reach, engage, and convert more stakeholders in target accounts.
Autopilot is a marketing automation solution that is designed to help marketers connect their existing systems, and convert leads into customers. This solution integrates with popular third party tools such as Salesforce, Segment, Twillo, Slack, GoodData and Zapier. The vendor’s value proposition...
CoSchedule is a project management solution built as a planning solution for marketing teams.
Yes Lifecycle Marketing (formerly Yesmail) offers Yesmail360i as a cross-channel marketing campaign management and marketing analytics solution to enhance CRM information richness and improve email marketing (and other channel) effectiveness. Emphasizing a move away from the company's former focu...
Opal is a marketing collaboration platform that, according to the vendor tears down silos and enables teams with a dedicated environment to strategically plan, create, visualize, align and deploy campaigns across all marketing channels. The vendor’s value proposition is that Opal reduces unnecess...
Cordial Intelligent Messaging is an email marketing solution built around features such as triggered messaging, real-time data segmentation, and robust integrations.
Maropost, headquartered in Toronto with offices in New York, London, and Delhi, offers an enterprise level email marketing and automation platform for email-centric campaigns and total customer lifecycle management via an automated workflow. It features social networking "listening" to keep track...
Oracle offered the Siebel Enterprise Marketing Suite as an end-to-end enterprise marketing management (EMM) solution joining cross-channel campaign management with marketing automation, market resource and asset management, and marketing analytics, for larger enterprises. The product is now End o...
Blueshift Labs is a marketing automation software solution offered by Blueshift Labs. It tracks data for individuals, but does not have an attribution model.
SmartyAds DSP is a demand-side platform for ad serving.
The Cheetah Digital Marketing Suite (formerly the Experian Marketing Suite) centralizes marketing data and provides cross-channel campaign management as well as real-time offers, messaging, and engaging interactions.
ActiveDEMAND is an integrated marketing automation platform that is designed to bring together online marketing tools into a single application. This platform focuses on helping both novice and expert marketers set up, manage and execute campaigns with a focus on measuring business results such a...
Lytics is a customer data platform (CDP) from the company of the same name in Portland.
dataxu’s TouchPoint™ is a demand-side platform that aims to help agencies deliver greater value to their clients.
SessionM is a customer engagement platform that combines customer data management, loyalty program and offer management, and cross-channel campaign management (SMS, email, push, and in-app messages).
Built by 2 ex-Googlers, AdHawk promises to provide an easy way to manage your Google AdWords & Facebook Ad campaigns. The founders say that, after years of manually analyzing & optimizing Ad Accounts for thousands of businesses, they feel confident saying software automation makes the w...
SAS Marketing Operations Management provides customers with a fully integrated marketing platform that combines Marketing Resource Management capabilities (through acquisition Assetlinek in 2011) in conjunction with performance management and multi-channel campaign capabilities to drive performan...
Epsilon Agility Harmony is an enterprise level email marketing and cross-channel campaign management platform competing with Responsys, Cheetah Mail, ExactTarget, etc. The vendor has a strong international presence with staff in 14 countries.