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Marketing Automation Vendor Consolidation: Lessons from History

Customer Experience Matrix

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. The obvious candidates are CRM vendors.

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Online Marketing Systems Are Still Very Fragmented

Customer Experience Matrix

But somehow I had assumed that the more integrated vendors had already assembled a fairly complete package. Demand generation systems like Vtrenz , Eloqua and Manticore combine email with some Web page creation and analytics. What this all means is the wave of consolidations among online marketing vendors has just begun.