Published: 19 September 2022
B2B marketing automation platforms help organizations with lead management, multichannel customer engagement, and marketing performance measurement. Digital marketing leaders should use this research to identify and evaluate vendor solutions that meet their demand generation needs.
Included in Full Research
Sixty percentof B2B CMOs say that managing customer journeys is more complex and difficult today than a few years ago, according to Gartner’s 2022 CMO Spend and Strategy Survey.
Marketing teams need to use customer and performance analytics to drive data-driven decision making as shifts in market dynamics and evolving customer needs necessitate increased marketing agility. As a result, most vendors in this market are investing in AI/ML capabilities to enable automated customer journey orchestration.
The majority of B2B buyers (94%) want personalized brand communications, according to Gartner’s 2021 Personalization Survey. Vendors in this research offer varying levels of personalized
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- Customer Profile Management
- Lead Scoring/Qualification
- Lead Workflow
- Multichannel Lead Management
- Analytics and Measurement
- Integration With Other Applications
- New Customer Acquisition
- Customer Retention/Upsell
- Account-Based Marketing
Gartner Recommended Reading
Critical Capabilities Methodology