• by Jess Nelson , April 25, 2016

For the third consecutive year, Adobe has been positioned as a leader in Gartner's Magic Quadrant for Multichannel Campaign Management.

The annual report analyzed 19 competitive vendors in the field to evaluate their market understanding and strategy, product, track record and overall customer experience.

Adobe ranked first among leaders for completeness of vision and third for execution, an improvement from 2015 when the company placed fourth.

SAS, IBM, Oracle and Salesforce also ranked as leaders in Gartner’s Magic Quadrant for Multichannel Campaign Management, with SAS and IBM surpassing Adobe for their ability to execute.

SAS narrowly outbid IBM for the top execution prize, while rising SAP placed as the sole challenger on the list.

The evaluation for completeness of vision included market understanding, strategy across sales, product, marketing and geography, as well as a company’s business model, vertical and industry. 

Criteria for a company’s execution included viability, customer experience, operations, sales execution and pricing.

“Customer experience has become the primary differentiator for brands in this age of Experience Business, and brands must create highly personalized, engaging experiences at every digital touch point across the customer journey,” states Stephan Dietrich, VP at Adobe Campaign.

"As a not-for-profit financial institution, creating an exceptional member experience is our first priority,” states John Sahagian, vice president at BCU Marketing, an Adobe customer. “It’s essential that every interaction we have is personalized and informed to maximize loyalty. Adobe Campaign empowers us to deliver contextual, highly-personalized messaging and offers to make every member interaction relevant and valuable. With Adobe Campaign we’ve seen our marketing productivity and ROI increase exponentially." 

One of Adobe’s premiere offerings is Adobe Campaign, a multichannel marketing platform that provides personalized customer engagement across online and offline channels, including email, web, social, display and mobile.

More than 100 billion emails were sent via Adobe Campaign in 2015, and upwards of 98% of Adobe customers leverage Adobe Campaign for their email needs.