Gartner Research

Critical Capabilities for B2B Marketing Automation Platforms

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.

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Key Findings
  • 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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  • Act-On
  • Adobe
  • Creatio
  • Freshworks
  • HubSpot
  • Microsoft
  • Oracle
  • Pega
  • Salesforce
  • SugarCRM
  • Zoho
  • 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

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

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.

A Critical Capabilities report is more than just a diagram. You also get:

Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

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.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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