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Announcing the Top Rated Cross-Channel Campaign Management Software for 2019

Elizabeth Sullivan-Hasson
June 26, 2019

Announcing the Top Rated Cross-Channel Campaign Management Software for 2019

Today, we awarded the 2019 TrustRadius Top Rated badges for Cross-Channel Campaign Management Software. The TrustRadius Top Rated awards are the most trusted in the industry because they are an unbiased reflection of customer sentiment, based solely on user feedback and satisfaction scores. Top Rated awards are the voice of the market and are not influenced by analyst opinion, the vendor’s company size, popularity, or status as a TrustRadius customer.

Here are the winners:

Oracle Responsys

Oracle Responsys, part of the Oracle Marketing Cloud, is a cross-channel campaign management software. It encompasses email marketing execution, mobile messaging and marketing, as well as ecommerce marketing (e.g. abandoned cart recovery, retargeting, etc.) via its integratibility with the Oracle Commerce Cloud. Oracle Responsys features rich analytics to meet the task of performing attribution analyses of various elements across segments, channels, and display device. The core of Oracle Responsys is its campaign orchestration, allowing marketers to design the customer experience in the visual  automation workflow designer. 

On TrustRadius, the majority of Oracle Responsys users are from midsize (57%) companies. Reviewers appreciate Oracle Responsys’ core email design capabilities, ability to send push notifications, and overall  ease-of-use and intuitiveness.

“ [Oracle Responsys] allows us to orchestrate campaigns across multiple channels by referencing the same data schema. This is especially helpful with our QA process as well; also ensuring consistency for our audience. We also leverage the Program feature to create multi-touch campaigns. This is helpful…  I do prefer Responsys to the others for the reporting and ease of use in creating a scalable data schema. I also prefer the UX within the Responsys platform; offers a more linear approach in creating campaigns.”

Verified User | Director in Marketing | Retail Company

Adobe Campaign

Adobe Campaign, part of the Adobe Experience Cloud suite of marketing products, is a cross-channel campaign management software that enables users to manage complex multi-channel campaigns. Adobe Campaign has a number of email marketing capabilities, including email design, analytics, dynamic content, A/B testing, batch emails, and trigger emails. Along with it’s email management tools, it offers users the ability to distribute documents for direct mail and create and send push notifications. It also features a visual drag-and-drop workflow designer that enables marketing teams to  build and connect online and offline customer journeys. 

The majority (56%) of Adobe Campaign users on TrustRadius come from enterprise level companies. Users praise the familiar and friendly UI, its powerful visual workflow logic designer, and the ability to introduce complex personalization and powerful tracking into campaigns. 

“Adobe Campaign is our multi-channel marketing solution, incorporating direct mail, email, and mobile. It has a really intuitive UX that one expects from an Adobe product. It sports a slick, attractive interface that is easy to use and fun to learn and includes a vast array of essential marketing tools, from analytics to campaign management. It has greatly improved our workflow and helped our teams deliver exceptional content on time and beyond expectations. By integrating with other tools, Adobe Campaign allows you to target and optimize advertising, manage multi-channel companies, and use mobile and online applications.”

Michael Mihalick | CEO | Marketing and Advertising Company

Congratulations to the winners of the Top Rated Cross-Channel Campaign Management Software Award!

What is cross-channel campaign management (CCCM)?

Cross-channel campaign management (CCCM) software allows marketers to provide a personalized omni-channel experience for their company’s potential and current customers. It similar to all-in-one marketing software and marketing automation platforms. The software provides marketing teams with the tools needed to orchestrate and implement marketing strategies but is typically suited for larger enterprises. 

Campaigns run by CCCM software may extend across multiple marketing and advertising channels, and may include both personalized digital and non-digital (e.g. direct mail, gifts, etc.) outreach. Providing a harmonized experience for the customer involves mapping out the campaign logic and flow; the software includes a visual campaign designer, or workflow editor, that enables marketers to plan out their campaign flows. 

CCCM platforms also support campaign execution across multiple channels, audience segmentation, and campaign A/B and multivariate testing. It commonly includes email marketing tools, and may specialize in email + direct mail or advertising. Vendors in this space generally offer a suite of marketing products designed to work in tandem with the CCCM software, serving in a directorial role. Most vendors may also offer ecommerce personalization, RTIM (for “real-time interaction management”), or ad serving &  retargeting software. 

Top Rated criteria

Products included in the 2019 Top Rated Cross-Channel Campaign Management Software list must have been in the top tier of their category TrustMap as of June 3rd, 2019. To qualify for the Cross-Channel Campaign Management Software Top Rated Award, products must have at least 10 reviews written within the past year, a TRScore of at least 7.5 out of 10, and must receive at least 1.5% of the traffic in their category.  Every reviewer is verified and every review is vetted before publication. Products are plotted on the TrustMap based on end-user data, including users’ likelihood to recommend scores as well as buyer research patterns. To learn more about TrustMaps and Top Rated methodology, check out this page.

About the Author

Elizabeth Sullivan-Hasson
Elizabeth is a Research Analyst at TrustRadius where she focuses on tracing the evolution of business software and finding new ways to synthesize and visualize reviewer data. Elizabeth has a BA in Economics and Political Science from the University of Massachusetts Amherst and an MSc in International Development from the London School of Economics. When she’s not in the office, Elizabeth enjoys exploring new cities, hiking, trying out new recipes, and diving into sci-fi novels.

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