The sunset of the SAP Marketing Cloud in 2026: Alternatives and tips for a successful migration

The switch should be well planned and started early to ensure that the right alternative marketing cloud is selected for the individual business goals and that the migration of data and campaigns works seamlessly. The careful selection of a new marketing cloud solution and a structured implementation are crucial for long-term success.

In this article, we share our recommended alternatives to the SAP Marketing Cloud and provide valuable tips for a successful migration to an alternative marketing cloud.
 

4 alternatives to the SAP Marketing Cloud

There are numerous marketing cloud solutions on the market. Here are some of the leading alternatives to SAP Marketing Cloud:

1) SAP Emarsys Engagement Platform

Emarsys is an omnichannel engagement platform that helps businesses deliver inspiring and activating customer experiences across different channels. It allows marketers to create and automate campaigns through email, mobile, social media, and web, ensuring a unified brand presence. With AI-driven insights, out-of-the-box tactics, and advanced tools, Emarsys helps target the right audience with the right message at the right time. The platform also offers ready-to-use eCommerce and mobile use cases, increasing customer loyalty and boosting revenue by integrating data and marketing efforts across all channels.

2) HubSpot Marketing Hub

HubSpot is an all-in-one CRM platform that combines marketing, sales, and service tools to support businesses in managing customer relationships across the entire buyer journey. HubSpot offers a broader range of functionalities, including enhanced sales and service features that cater to both B2B and B2C markets. HubSpot’s platform integrates marketing automation with sales pipelines, customer service, and content management, making it a comprehensive solution for businesses looking to align their marketing, sales, and service teams. Additionally, HubSpot’s extensive B2B tools are designed to facilitate lead generation, account management, and sales enablement.

3) Salesforce Marketing Cloud

Salesforce Marketing Cloud is a powerful digital marketing platform that excels in delivering personalized customer experiences, particularly for B2C enterprises. It stands out with its advanced features like Datorama for data integration and visualization, Einstein AI for predictive analytics, and Mobile Studio for mobile marketing. Salesforce Marketing Cloud offers an extensive suite of tools for data-driven marketing and deeper customer insights. It also integrates seamlessly with Salesforce’s broader ecosystem. This makes it ideal for businesses that require robust marketing capabilities alongside comprehensive customer data management and AI-driven insights. SFMC is one of the go-to for enterprises looking for advanced, AI-powered marketing solutions with a strong emphasis on data integration and mobile marketing.

4) Oracle Eloqua

Oracle Eloqua is a sophisticated marketing automation platform primarily designed for B2B enterprises, offering advanced tools for lead management, campaign orchestration, and detailed analytics. It excels in managing complex, multi-stage marketing campaigns and nurturing high-value leads through the sales funnel. It personalizes account-based marketing and in handling intricate B2B marketing needs. Oracle Eloqua offers deep customization and flexibility for B2B marketing automation, making it ideal for enterprises with complex marketing and sales processes. It’s designed for businesses that require detailed lead scoring, segmentation, and multi-channel campaign management.

5 tips for a successful migration

A successful migration to a new marketing cloud solution requires careful planning and implementation. Here are 5 steps that  help to make the transition smooth:

1. Status quo analysis: An in-depth status-quo analysis of the current SAP Marketing Cloud setup provides a clear overview of existing campaigns, data used, and existing integrations, which in turn facilitates informed decision-making for the upcoming transition to a new Marketing Cloud. 
2. Clear set of requirements and use cases: Defining the requirements and use cases for the new Marketing Cloud solution is crucial to ensure that the chosen solution fulfills all the company's needs and objectives and enables seamless integration into existing processes.
3. Take expert advice: To make the right decision and avoid investment risk, it is important to involve experts who have experience and expertise in the selection and implementation of Marketing Cloud solutions.
4. Focus on data: Careful planning of the data migration avoids data loss and ensures that the integrity of the data is maintained during the transition to the new Marketing Cloud solution
5. Focus on team: Thorough training enables employees to familiarise themselves with the new platform and work effectively with it. In addition, it is important to provide sufficient support and resources to help employees with any questions or challenges that arise and to ensure a smooth transition.

Key takeaways
 

• 2026 is near and the switch to a new marketing cloud needs to be addressed early to ensure a smooth transition.
• The choice of alternatives is huge, so requirements should be carefully defined to select the best-fitting solution
• The steps of the transition should be sufficiently planned to minimize potential problems and disruptions.
• Working with the right partner is crucial to successfully overcome this challenge and fully utilize the benefits of modern marketing technologies

Our comprehensive offering at OMMAX combines consulting and implementation of marketing clouds, CRM solutions, and operational processes. With a team of international digital experts, we will find the right marketing cloud for you and support you during the migration. Contact us through the form below for advice and support during your transition to a new marketing platform — we will help you find the best solution for your specific needs and implement it successfully.