ITMAP for B2B Marketing Automation Platforms

Buyers are marketing operations and demand-generation leaders in mid-market and enterprise B2B organisations, where multi-person buying groups and long cycles generate more signal than a team can act on manually.

Inclusion criteria. A vendor must pass all five:

Handoff. Live two-way exchange with a sales CRM: qualified people and accounts land in a rep's queue with context, and sales outcomes flow back. One-way export does not qualify. Judgement. The platform determines readiness itself from behaviour over time and fit data, increasingly with model-driven prediction. Manual tags or static form rules do not qualify. Orchestration. Marketers can build, without code, branching programmes that run over weeks, react to buyer behaviour, and reach buyers on more than one channel. Proof. Closed opportunities can be traced back to the marketing touches that influenced them, beyond send, open and click reporting. B2B primacy. B2B customers are the vendor's core business, not an expansion motion from consumer or ecommerce marketing.

Excluded: account-based orchestration platforms centred on intent data and ad activation, sales engagement tools, consumer engagement platforms, email service providers, and customer data platforms.

Vendors and products in this market

• ActiveCampaign — ActiveCampaign
• Adobe — Marketo Engage
• BUSINESSNEXT — BUSINESSNEXT Marketing Automation
• Creatio — Marketing Creatio
• HubSpot — Marketing Hub
• LeadSquared — LeadSquared Marketing Automation
• Microsoft — Dynamics 365 Customer Insights - Journeys
• Oracle — Eloqua
• Salesforce — Marketing Cloud Account Engagement
• SugarCRM — Sugar Market
• Zoho — Zoho Marketing Automation

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