#open-share

Hey CMA fam - Captivate Collective and UserEvidence are teaming up for the 2025 version of the Customer Marketing Technology Landscape. We'd love to get your feedback in this survey on what customer marketing technology you're using, and where you'd like to see the CM Tech landscape go in 2025. (one survey respondent will win a $500 gift card!)

It's been a crazy year w/Influitive selling to private equity, and (by my count) at least 5 new startups (working on) raising money in the CM space. Do you take a bet on a vendor that says that can do it all? Or do you piece together 2-3 best-in-class point solutions?

The answer is complex, and probably differs quite a bit based on your company size and program maturity, as well as the style of business (e.g. self-serve B2B PLG vs top-down high ACV enterprise).

There's been some great previous research in the space
• @Mary Green (Owner CMAweekly)’s CMAWeekly Vendor Survey
• Forrester's Q4 2024 Tech Tide for Customer Advocacy/Reference (you need to be a paid Forrester customer to read though)
• UserEvidence + Captivate Collective 23/24 Customer Marketing Technology Landscape
Our research will look to build on this - but also go further into:
• What are the core JTBD (jobs-to-be-done) for customer marketing/advocacy tech (e.g. reference facilitation, content creation, gamification, community, etc) - and what are the best-in class solutions for each, and how do the platforms that play in multiple spaces stack up
• What do CM stacks look like at different stages of company, from Series A startup to Fortune 500 Large Enterprise.
• How do different CM tech platforms integrate?
• How does CM tech interface with tangent marketing technology spaces (e.g. Highspot/Seismic, G2/Gartner Peer Insights, Gainsight/Totango, Khorus/Vanilla, etc)
Thanks again for your feedback and participation taking the survey - hopefully this will be a helpful research report for everyone!