A Critical Assessment of Customer Engagement Platforms
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Customer Engagement Platforms ("CEPs") have emerged as a more bundled, plausible alternative to a composable, multi-vendor marketing stack. Combining customer data aggregation with outbound marketing plus light web personalization, CEPs can check many functional boxes.
However, they tend to prove broader than deep, and therefore typically best suited for mid-market enterprises, or independent business units within larger enterprises. This Advisory Paper critically assesses the pitfalls and opportunities presented by the market as a whole, as well as a dozen individual CEP vendors.