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.
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
Analysts:
Rick LaFond, Julian Poulter, Jeffrey L. Cohen, Jeff Goldberg, Matt Wakeman
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.
Narrow down the product and service criteria most important to you.
Use interactive features to customize usage scenarios based on your organization’s unique needs.
Use data to speed up provider selection and accelerate the procurement process.
We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.
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.
We benchmark pricing against the market so you avoid unnecessary charges.
We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.
©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.
