The Critical Capabilities for Multichannel Marketing Hubs, a companion piece of research to the Magic Quadrant for Multichannel Marketing Hubs, primarily Evals Adobe Campaign and Marketo Engage and secondarily Evals Adobe Experience Cloud solutions. Out of the 21 vendors included in the evaluation, Adobe achieved the #1 score across all four use cases—Campaign Creation, Campaign Orchestration, Campaign Execution, and Campaign Measurement.

The Critical Capabilities research revealed five trends shaping the ongoing evolution of Multichannel Marketing Hubs:

• Marketer demand for data control, flexibility and analysis
• The need for applied machine learning and artificial intelligence
• The ability to personalize customer engagements
• Increased emphasis on consent and privacy management
• Tenuous balance between solution comprehensiveness and complexity