StructuredWeb, Mindmatrix, ZINFI Lead Forrester’s 2025 Partner-Marketing Automation Wave
Forrester recently released their 2025 Wave on Partner Marketing Automation Platforms and crowns StructuredWeb, Mindmatrix, and ZINFI Technologies as market leaders. StructuredWeb excels with an end-to-end campaign engine and AI-driven personalization; Mindmatrix links content syndication and MDF management directly to pipeline impact; ZINFI delivers unmatched localization and deep workflow automation for global programs. Impartner follows closely by unifying PRM, marketing automation, and communications in one suite, while Ansira stands out for sector-specific templates and managed services tailored to regulated industries. Rounding out the field, Triptych targets brands that need strict compliance and co-op marketing controls, Unifyr offers low-code customization for flexible data models and UI, and Creatio layers PMAP capabilities onto its existing CRM platform. The report concludes that platform choice should align with ecosystem complexity: leaders for broad, feature-rich needs, integrated suites for unified stacks, and niche solutions for compliance or customization requirements.
Our take: Forrester's analysis reveals a new standard in partner marketing—a unified, AI-powered platform that drives full-funnel campaigns and links partner activities to revenue outcomes. The market increasingly favors integrated suites combining PRM, marketing automation, and media tools. Meanwhile, specialized platforms with vertical-specific and low-code capabilities serve regulated industries and dynamic programs. Though Triptych and Creatio were unfamiliar players to us, their solutions address non-traditional partner marketing needs and may suit specific use cases. For partnership leaders, the key is to choose platforms based on their ecosystem scale and compliance requirements rather than feature lists alone.
