Gartner Research

Critical Capabilities for B2B Marketing Automation Platforms


B2B marketing automation platforms help organizations to create, orchestrate, execute and measure customer engagements across multiple touchpoints. Digital marketing leaders should use this research to identify vendor solutions that meet their needs for audience and lead management, and reporting.

Published: 21 September 2021

ID: G00734608

Analyst(s): Noah Elkin Julian Poulter Christy Ferguson Ilona Hansen Jeffrey Cohen

Table Of Contents


Strategic Planning Assumption(s)

What You Need to Know


  • Act-On
  • Adobe
  • BSI
  • Creatio
  • Freshworks
  • HubSpot
  • Microsoft
  • Oracle
  • Pega
  • Salesforce
  • SugarCRM
  • Zoho
  • Audience Management
  • Lead Scoring/Qualification
  • Lead Workflow
  • Multichannel Lead Management
  • Analytics and Measurement
  • Integration With Other Applications
  • Customer Acquisition
  • Lead Nurturing
  • Conversion to Sales
  • Customer Retention/Upsell

Inclusion Criteria

Gartner Recommended Reading

Critical Capabilities Methodology

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