Marketing Automation Vendor Consolidation: Lessons from History
Customer Experience Matrix
JULY 22, 2010
Summary: consolidation isn't new among marketing software vendors. As I wrote in my June 30 post on consolidation among marketing automation vendors , I expect the number of competitors to shrink fairly quickly as new buyers concentrate their purchases among a handful of leading vendors. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth. Will weaker marketing automation vendors merge with each other to establish a larger market presence?