Top Products for Marketing Roles
Marketing is a unique department in this analysis, as it has a high volume of products that are built specifically for the Marketing function (rather than having the eventual goal of being cross-functional). Other top categories for this department include publishing software, productivity applications, and CRMs.
We focused our analysis on three common Marketing roles: Marketing Operations, Marketing Manager, and Content Marketing Manager. The top products for each of these roles are:
1. MARKETING OPERATIONS
2. MARKETING MANAGER
3. CONTENT MARKETING MANAGER
Vendor Comparison: Adobe vs. Canva
Adobe vs. Canva: Customer Count by Size (Number of Employees)
• Adobe Creative Suite • Canva
1 to 50
79,733 customers (75% Adobe)
26,459
51 to 250
54,787 customers (76%)
17,499
251 to 1,000
42,627 (75%)
14,313
1,001 and above
32,658 (71%)
13,168
Source: HG Insights data
INSIGHTS
Founded in 1982, Adobe is the developer behind Photoshop, Illustrator, and InDesign – products that continue to be the standard creative suite for most companies. Adobe has since expanded to include creative, marketing, and document management tools, and ranks in the top 2 products for all 3 analyzed Marketing roles.
Canva, a user-friendly, online graphic design tool, has grown rapidly since launching in 2012 and is most often used by Marketing professionals in content, brand, and graphic design. The company’s objective is to disrupt the market, long-dominated by Adobe, with democratized, high-quality design for anyone.
This chart compares the customer base for both companies.