Gartner defines content marketing platforms (CMPs) as software solutions that support the end-to-end content production process. These solutions facilitate creating and curating text, video, images, graphics, audio, e-books, white papers and interactive content assets that are distributed through paid and owned channels. These assets are used to tell connected stories that help brands engage with and nurture multiple audiences with content that drives awareness, demand, purchases and loyalty.
Customer Relationship Management (CRM) refers to products and services that enable organizations to manage, analyze, and enhance customer interactions. This category includes markets that support functions such as customer engagement, service delivery, experience personalization, and operational efficiency - aimed at improving customer satisfaction, loyalty, and business outcomes.
Marketing refers to the products and services that enable organizations to plan, execute, measure, and optimize strategies for attracting, engaging, and retaining customers across digital and physical channels. This category includes markets that support content creation, campaign management, data-driven personalization, performance analytics and brand strategy—empowering businesses to deliver targeted, measurable, and customer-centric marketing experiences.
Sales refers to products and services that support the end-to-end process of identifying prospects, understanding their needs, and converting opportunities into revenue. This category includes markets that focus on enabling organizations to drive business growth for lead generation, pipeline management, negotiation, and deal closure.
Social marketing management (SMM) tools equip organizations with the ability to orchestrate and manage a wide range of social communication efforts across various marketing teams and social platforms within a single tool. These software solutions help marketing leaders monitor, collect and analyze social data; develop, publish and promote content; identify and engage with their audience; and track the performance and impact of these communications.