Confidently manage the marketing technology evaluation process — fueled by industry‑leading Gartner insights.
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Streamline Martech Buying Decisions With Gartner BuySmart™
Use Gartner BuySmart to:
Research
Get exclusive insights on the martech landscape and top-ranked vendors that can support your marketing strategy and innovation goals.
Shortlist
Build customized martech vendor lists based on your organization’s unique needs using peer and expert scores.
Evaluate
Centralize your team evaluations on a single platform. Send questionnaires to vendors and score with your team to feel confident in your decision.
Negotiate
Optimize costs and reduce risk with a Gartner expert proposal review.*
Contact your Gartner representative for more details.
(*Available for entitled products)
How Gartner BuySmart works
- Research
- Shortlist
- Evaluate
- Negotiate
Explore markets powered by Gartner insights.
Tap into 25+ martech-specific markets, along with 200+ other markets, to enhance your strategy and evaluate new vendors with access to capabilities, use cases, vendor rankings, peer reviews and more.
Build a customized vendor list based on your organization’s unique needs.
Choose a market and select the capabilities that are most important to your organization. Discover which vendors best fit your priorities based on Gartner expert scores across multiple segments, including:
Advertising
Channel and Journey Orchestration
Content Operations
Generative AI
Marketing Analytics
B2B Management
Manage all your team’s evaluations in one place.
Use exclusive Gartner insights to surface the most relevant martech vendors for your team to consider. Once you identify your shortlist, you can send a vendor questionnaire and assign team members to score against your requirements.
Improve your martech buying outcomes with a proposal review.
After selecting a martech vendor, easily share a summary to review details with stakeholders. Optimize spending and reduce risk by scheduling a proposal review* with a Gartner expert through your Gartner representative. (*Proposal review is available to eligible Gartner clients.)
Evaluate martech based on your top priorities
Advertising
Advertising technology platforms support campaign planning, media buying, advertising analysis, optimization and automation. They focus on the ad and media buyer side of media transactions and may also be known as demand-side platforms (DSPs).
Channel and Journey Orchestration
Compose, manage, deliver and optimize personalized digital experiences across channels in the customer journey. Bind capabilities from multiple applications to allow the creation, orchestration and presentation of seamless experiences.
Content Operations
Gartner content marketing platforms create and curate text, video, graphics, audio, eBooks and more — all distributed through paid, owned and earned channels. These assets help brands connect with audiences, inspire action and cultivate loyalty through deeper engagement.
Generative AI
GenAI offers digital marketing leaders promising opportunities across nearly every aspect of the marketing function, including content assistance and localization, social engagement, advertising optimization, customer chatbots and more.
Marketing Analytics
Analyze user behavior across websites and apps to understand and improve the customer experience, audience acquisition and retention. Measure various metrics, offer reporting and data segmentation, and integrate with other tools.
B2B Management
B2B marketing automation platforms support demand generation processes at scale. These platforms help marketers capture and qualify leads and accounts, orchestrate marketing-driven engagement across the customer journey and use analytics to measure performance.
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