Published: 20 September 2023
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.
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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Analysts:
Rick LaFond, Jeffrey L. Cohen, Matt Wakeman, Jeff Goldberg, Alan Antin
As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.
Narrow down the product and service criteria most important to you.
Use interactive features to customize usage scenarios based on your organization’s unique needs.
Use data to speed up provider selection and accelerate the procurement process.
We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.
We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.
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