Forrester evaluates top MSPs

Share this content:

Forrester, an independent research firm, has evaluated 12 of the leading database marketers in its annual Forrester Wave.

Evaluations were held during the third quarter of this year, using 143 separate criteria. Forrester named Merkle, Targetbase, KnowledgeBase Marketing, The Allant Group and Epsilon as leaders in the enterprise field.

The study found that clients are seeking high-value, flexible, proactive service from marketing service providers. Marketers also seek integrated delivery when choosing a marketing service provider.

The research revealed five key findings about marketing service providers and their clients. The two most common approaches for MSPs, Forrester discovered, are end-to-end service or niche service. The evaluations also pinpointed the midmarket as a key area for growth and found that MSPs are focused on becoming CMO-relevant.

Poor project management skills were highlighted as a problem that continues to plague even the top providers. Another problem area may be mergers and acquisitions, which, the study said, could hurt innovation.

Forrester originally invited 144 companies to participate in the Wave evaluation. However, only 12 of these companies met selection criteria, which included breadth and depth of customer base and an even balance between retention or hybrid offerings and acquisition/prospecting. Additionally, only vendors serving a minimum of three industries were included.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here