Niche players frequently specialize in one aspect of multichannel marketing hubs – such as campaign creation, and for some customers, that fits the bill. Yet, they can fall behind other vendors in the quadrant in their platform’s depth, market visibility, and execution. That said, in this crowded tech space, these vendors have made significant strides in the space to qualify for the quadrant. This year’s niche players are:

Finally, even marketing automation platforms are getting in on the act, with Selligent converging SaaS marketing and sales tools in its Selligent Experience Cloud.