Gartner defines B2B marketing automation platforms as software that supports lead generation, lead management, lead scoring and lead nurturing activities across multiple marketing channels.
The main goal of these systems is to capture, qualify and nurture leads to the point that they are sales-ready, then align them to the appropriate sales team member(s) to drive toward a closed deal. B2B marketing automation platforms assist with data cleansing (by eliminating incomplete or redundant lead information) and lead augmentation (by providing additional data about prospects). B2B marketing automation platforms are designed to primarily support B2B use cases, but they may also be applicable to B2C organizations selling high-consideration products and/or B2B2C models with more complex, indirect sales processes.

B2B Marketing Automation Platforms

Email marketing is the use of the email channel to deliver and optimize marketing messages — such as brand newsletters or contextually relevant, real-time and personalized communications — in support of multichannel engagement across the customer life cycle. Transactional email messages can also cross over into email marketing programs to the extent that, for example, account statements include promotions or offers based on customer insights.

Email Marketing

Email Marketing Software

Gartner defines the multichannel marketing hub (MMH) as a technology that orchestrates a company's communications with and offers to customer segments across multiple channels. These include websites, mobile, social, direct mail call centers, paid media and email. MMH capabilities also may extend to integrating marketing offers/leads with sales for execution in both B2B and B2C environments.

Multichannel Marketing Hubs

Multichannel Marketing Hubs (MMH)

Top Adobe Marketo Engage Competitors and Alternatives - Gartner 2022

HubSpot Marketing Hub

HubSpot

Zoho CRM

Zoho

Salesforce Marketing Cloud Account Engagement

Salesforce

Adobe Marketo Engage

Adobe

Oracle Eloqua Marketing Automation

Oracle

Dynamics 365 Marketing

Microsoft

Sage CRM

Sage

Act-on Marketing Automation Platform

Act-On

SAP Marketing Cloud

Sugar Market

SugarCRM

50M - 250M USD

<50M USD

1B - 3B USD

250M - 500M USD

3B - 10B USD

500M - 1B USD

30B + USD

10B - 30B USD

Gov't/PS/ED <5,000 Employees

Gov't/PS/ED 5,000 - 50,000 Employees

Gov't/PS/ED 50,000 + Employees

Services

Manufacturing

Miscellaneous

Finance

Communications

Education

Media

Healthcare

Construction

Retail

Energy and Utilities

Transportation

Government

Director of Marketing

Marketo is incredibly powerful and has given us a lot of data to work with, but the hard part is figuring out where to start. It comes with some out-of-the-box recommendations, but not a ton of templates. And there are always multiple ways to do a single thing, which makes settling on the "right way" difficult. But that also allows more mature orgs and marketers more freedom.

Senior Manager, Global Demand Generation

Marketo Engage allows us to completely control our lifecycle and acquisition email marketing strategies. While the license comes with a hefty price-tag, the capabilities and experience of both customer and client is unparalleled  by any other platform. Marketo Engage allows for our business and its sales funnel to run as smoothly as possible.

Other...

CRMNEXT

Pega

InsideView

Lead Assign

Marketo

WiseTeam

Salesfusion

Infor

Velocify by Ellie Mae

Conversica

Acoustic

Acquia

CallidusCloud

Striker Soft Solutions

Creatio

YetiForce

Dataaegis Software

DIGITAL MARKETING

Marketo is one of the best marketing automation tools out there but it has its moments. 
Most of the times when we have issues with the platform, Marketo customer support could not help us solve those problems. For instance - some of the newly created leads were not syncing with Salesforce and when we contacted Marketo they said it was a SalesForce issue. but after digging deeper and some investigation we saw that the Marketo was blocking the syncing because of some Duplicate rules which we never created or dont see an option to change. 

Marketing Analyst

Marketo can be great and it can be terrible all on the same day. Sometimes it just doesn't save flow changes. Sometimes the app takes forever to load some of the analytics. When it works it's great, but it's hit or miss

Manager Technology Services

The product has not performed as well as would would have liked.  A large part of this is due to the quality of the local reseller support.

Dynamics 365 Analyst

Marketo is a good tool with wide ranging functionality that should cover most if not all digital marketing needs. It integrates well with other databases and provides decent management and measurements, however we felt that there is a steep learning curve on the tool and sufficient support wan't offered by Marketo itself. The tool is likely better suited to larger organisations in the enterprise sphere who have the resources to effectively use the tool.

Assistant Product Marketing Manager

The distinguishing features are the excellent performance of the intelligent campaign function and the cooperation of the external system so that when using an intelligent campaign, it performs a determination process based on the specified field of customer information, such as counting email delivery and obtaining a contract expected to score. The procedure might be automated. This alone will lead to considerable improvements in customizing and labor time savings. Because an API may be used from an external system and a webhook can be called from an external system, information can be sent in from the company's system or from the business card management software.

Digital Marketing Specialist

Marketo Engage is the first automation platform I've used and while it took a little while to learn how it works (like with any new system), I'm getting the hang of it. I'm still learning some of the more complex processes, but appreciate that the same "logic" can be applied to most instances, makes it much easier to learn!

Consultant

Overall experience has been great with Marketo - we've helped our clients and partners build scalable and perpetual demand gen engine using Marketo leading to great ROI on the Marketing Investments. 

Java Software Engineer

Marketo Engage is a one-of-a-kind provider of simple-to-use, effective, and comprehensive marketing software that drives both rapidly growing small businesses and multinational corporations. Marketo Engage, which includes the world's premier integrated approach for content marketing management, simplifies marketing operations, delivers more programs, creates more win-ready prospects, and enhances sales growth substantially. Marketo Engage assists thousands of businesses worldwide in transforming advertising from a cost center to a revenue generator. 

Active

Read B2B Marketing Automation Platforms reviews verified by Gartner. Compare and find the best B2B Marketing Automation Platforms for your organization.