Expanding Marketing Promotions Across the "4-O Matrix"

Executive Snapshot

• Figure: Executive Snapshot: Expanding Marketing Promotions Across the "4-O Matrix"

New Market Developments and Dynamics

• Introduction

• Industry Dynamics

• All Roads Lead to Email

• Figure: Martech Spend by Category

• An Omni-Channel of One

• Figure: Spending on Omni-Channel Versus Email

• Figure: Channels Supporting the Omni-Channel Marketing Platform

• The MQL Paradox: Quantifying Success at the Expense of Understanding Customers

• Figure: Lead Scoring and Qualification

• Figure: The "Real" Customer Journey

• The Dawn of Demand Generation and the Death of Demand Creation

• Market Strategies

• Figure: The 4-O Marketing Matrix

• Defining the Continuums of the 4-O Matrix

• Navigating Promotions Across the 4-O Matrix

Advice for the Technology Supplier

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• Related Research

• Synopsis