MCM software to touch $14.9 bn in 2026: IDC

Worldwide revenue for small and midmarket business (SMB) marketing campaign management (MCM) software is expected to grow from $8.5 billion in 2021 to $14.9 billion in 2026 with a 5-year compound annual growth rate (CAGR) of 11.9 percent.
Social media marketing and technologyWhile industry stalwarts Salesforce and Microsoft have a strong presence across all segments, SMB-focused vendors like HubSpot, Mailchimp (Intuit), and Constant Contact rounded out the top 5 vendors.

MCM vendors will need to demonstrate new and meaningful value differentiation to their users. Key areas of concern for users

Suppliers should enable a common view of value realization against the customer’s expected outcomes so that both the cost and benefits factors of the value equation can be equally well articulated and available to customers.

Vendors supporting SMB organizations need to develop tools that meaningfully advance the use of customer data through universal governance policies, prebuilt connectors, low-code dashboards, simplified automations, and recommendations engines.

Vendors that enable brands to set higher standards and exceed customer expectations regarding their data practices will provide a competitive advantage.

Technology vendors need to enable more holistic personalization capabilities that represent more meaningful end-customer value while being mindful of transparency in data collection practices.

As SMB marketing leaders experience increased pressure to generate more value with fewer resources, suppliers need to utilize artificial intelligence, machine learning, and low-code/no-code solutions to help SMB clients automate simple tasks and improve tool performance by leveraging data.

MCM suppliers focused on SMBs need to look beyond the discrete functions of traditional marketing and offer a larger multifunctional platform that helps reduce the complexity and size of the overall marketing technology stack.

To meet the requirements of SMB marketers, suppliers need to create integrations across multiple tools that support UI alignment, predefined workflows, nomenclature commonality, governance controls, and so forth.

Related News

Latest News

Latest News