Grid® Report for Marketing Platforms | Winter 2021

The table below shows the Satisfaction and Market Presence scores that determine solution placement on the Grid®. To learn more about each of the solutions, please see the profile section.

*Solutions are ordered by G2 Score. Satisfaction score is used as a tiebreaker if two solutions have the same G2 Score.

The Grid® represents the democratic voice of real software users, rather than the subjective opinion of one analyst. G2 rates solutions from the Marketing Platforms category algorithmically based on data sourced from products included in all core categories and any additional categories associated with these solutions as determined by G2’s research team. The data is shared by G2 users and aggregated from online sources and social networks.

Solutions are either a product suite from a single vendor or a single product which provides the functionality of a core set of categories, as well as additional categories. Solution categories represent a grouping of G2 software categories, as described below:

• Core Categories: A solution must offer all required features of these categories as defined by G2’s research team.
• Additional Categories: Solutions may also provide the features of these categories in complement to the core categories. Solutions can provide the features of any or none of these additional categories and still be included in the category.

Technology buyers can use the Grid® to help them quickly select the best solutions for their businesses and to find peers with similar experiences. For vendors, media, investors, and analysts, the Grid® provides benchmarks for solutions comparison and market trend analysis.

To be included in a Grid®, a product suite or single product must offer at least one product in each of the categories that are defined as core, and have received a minimum of 10 reviews/ratings across those categories by November 16, 2020. Once a solution’s eligibility is established, all products with at least 10 reviews in any of the core or additional categories will be included in scoring. Inviting other users, such as colleagues and peers, to join G2 and share authentic reviews will accelerate this process.

If a solution is not yet listed on G2 and it fits the market definition above, then users are encouraged to suggest its addition to our Marketing Platforms category.

G2 rates solutions based on reviews gathered from our user community, as well as data aggregated from online sources and social networks. We apply a unique product suite algorithm (v2.0) to this data to calculate the Satisfaction and Market Presence scores. The Grid® Report for Marketing Platforms | Winter 2021 is based on scores calculated from reviews collected through November 16, 2020. To view the Marketing Platforms Grid® with the most recent data, please visit the Marketing Platforms page.

Satisfaction

Satisfaction sub-scores are generated for each of the categories that make up a solution category. Core categories receive greater weight than additional categories.

The category satisfaction sub-scores are affected by the following (in order of importance):

• Customer satisfaction with end user-focused product attributes based on user reviews
• Popularity and statistical significance based on the number of reviews received by G2
• Quality of reviews received (reviews that are more thoroughly completed will be weighted more heavily)
• Age of reviews (more-recent reviews provide relevant and up-to-date information that is reflective of the current state of a product)
• Customers' satisfaction with administration-specific product attributes based on user reviews
• Overall customer satisfaction and Net Promoter Score® (NPS) based on ratings by G2 users

Note: The satisfaction sub-scores are normalized for each Grid®, meaning the scores are relative. For core categories, the scores are normalized against only the solutions eligible for the Grid®. For additional categories, the scores are normalized against all products with 10 reviews in the category.

Market Presence

Market Presence is designed to measure a solution’s market share, vendor size, and influence across the categories included in the Grid®. G2 uses a combination of over 15 metrics from G2’s reviews, publicly available information, and third-party sources to ensure the scoring is not only accurate but transparent, scalable, and dynamic. Each metric can be grouped into 7 distinct criteria of market presence (listed below in order of importance).

• G2 collects metrics relating to both vendor and solution. Solution metrics receive greater weight than vendor metrics
• Metrics are aggregated across solutions
• Each input is normalized against other solutions included on the Grid®. This creates a relative score which is scaled from 0-100

Making G2 research relevant and easy for people to use as they evaluate and select business software products is one of our most important goals. In support of that goal, organizing products and software companies in a well-defined structure that makes capturing, evaluating, and displaying reviews and other research in an orderly manner is a critical part of the research process.

To manage the process of categorizing the software products and the related reviews in the G2 community, G2 follows a publicly available categorization methodology. All products appearing on the Grid® have passed through G2's categorization methodology and meet G2's category standards.

Many terms that appear regularly across G2 and are used to aid in product categorization warrant a definition to facilitate buyer understanding. These terms may be included within reviews from the G2 community or in executive summaries for products included on the Grid®. A list of standard definitions is available to G2 users to eliminate confusion and ease the buying process.

The ratings in this report are based on a snapshot of the user reviews and social data collected by G2 up through November 16, 2020. The ratings may change as the solutions are further developed, the vendors grow, and as additional opinions are shared by users. G2 updates the ratings on its website in real time as additional data is received, and this report will be updated as significant data is received. By improving their solutions and support and/or by having more satisfied customer voices heard, Contenders may become Leaders and Niche vendors may become High Performers.

Keeping our ratings unbiased is our top priority. We require the use of a LinkedIn account or verified business email address to validate a G2 user’s identity and employer. We also validate users by partnering with vendors and organizations to securely authenticate users through select platforms. We do not allow users to review their current or former employers’ solutions, or those of their employers’ competitors. Additionally, all reviews are manually checked by our team after our algorithm filters out reviews that don’t meet our submission requirements. All reviews must pass our moderation process before they are published.

Our G2 staff does not add any subjective input to the ratings, which are determined algorithmically based on data aggregated from publicly available online sources and social networks. Vendors cannot influence their ratings by spending time or money with us. Only the opinion of real users and data from public sources factor into the ratings.

Profiles and detailed charts are included for solutions with 10 or more reviews across the core categories.

**Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.