Published: 20 September 2023
Summary
B2B marketing automation platforms help marketing teams automate customer journey orchestration, supporting customer acquisition, retention and growth objectives. This research helps marketing operations leaders evaluate vendors in this market across six capability areas.
Included in Full Research
Overview
Key Findings
Seventy-nine percent of B2B marketing technology leaders say they’ve adopted a B2B marketing automation platform, but they estimate they’re only using 47% of the total capabilities made available by their solution of record.
B2B buyers continue to embrace digital engagement, with 75% of B2B buyers saying they prefer a rep-free sales experience. Vendors in this research enable marketing teams to orchestrate coordinated digital buyer engagement.
Most B2B marketing automation platform vendors are rapidly investing to integrate generative AI (GenAI) capabilities into their solutions. Current and planned GenAI investments vary by vendor, but common applications include the ability to draft email
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- Act-On
- Adobe
- BUSINESSNEXT
- Creatio
- Freshworks
- HubSpot
- Microsoft
- Oracle
- Salesforce
- SugarCRM
- Zoho
- Customer Profile Management
- Lead Scoring and Qualification
- Lead Workflow
- Multichannel Marketing Management
- Measurement and Reporting
- Integration With Other Applications
- New Customer Acquisition
- Account-Based Marketing
- Customer Retention/Upsell
Gartner Recommended Reading
Critical Capabilities Methodology