Gartner Research

Critical Capabilities for B2B Marketing Automation Platforms

Published: 23 September 2024

Summary

B2B marketing automation platforms help marketing teams orchestrate customer journeys, supporting demand generation, customer experience and revenue objectives. This research helps marketing operations leaders evaluate products and services in this market across 10 distinct capabilities.

Included in Full Research

  • Act-On Software
  • Adobe
  • BUSINESSNEXT
  • Creatio
  • Freshworks
  • HubSpot
  • LeadSquared
  • Microsoft
  • Oracle
  • Salesforce
  • SugarCRM
  • Zoho
  • Contact Data Collection/Unification
  • Lead Workflow
  • Lead Scoring and Qualification
  • Multichannel Marketing Management
  • Measurement and Reporting
  • Integrations
  • Account Profile Management
  • Segmentation
  • Account Prioritization
  • Email Marketing
  • Lead Acquisition
  • Lead Management
  • Customer Journey Orchestration
  • Account-Based Marketing

Analysts:

Jeff Cohen,  Rick LaFond,  Alan Antin,  Upasna Chandna,  Nicholas Mortensen

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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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