Forrester is about to publish two of my reports discussing the state of marketing automation in Europe; one focuses on European buyers and the other on European vendors (they are currently with the vendors mentioned as what we call a “courtesy copy” – they get a day or so notice before publication). Which will be great timing because we’re holding the EMEA edition of Forrester’s Forum for Marketing Leaders in London next week. I will enjoy showing these reports to clients there to demonstrate how we pay attention to their needs.
What I did in the first report, entitled “Which L2RM Platform Vendors Have an Edge in Europe? The L2RM Platform Forrester Wave™ From a European Point Of View,” was pretty simple. I took our January 2014 Forrester Wave™ analysis, which Lori Wizdo wrote and I edited, and focused on criteria that I know are more important for European marketers. I also considered whether or not each vendor was represented in each of the numerous European countries — and if so, how. Many lead-to-revenue management automation vendors with a global reach have still not seriously set up shop in Europe, because they consider firms here to be late adopters of marketing automation. European marketers, most of whom market internationally by necessity, do have different requirements than those who market primarily to a domestic market. Vendors that focus on those special requirements have a significant opportunity to thrive in the reviving European market.