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B2B Marketing Automation Platforms

B2B Marketing Automation Platforms Reviews and Ratings

What are B2B Marketing Automation Platforms?

Gartner defines B2B marketing automation platforms (B2B MAPs) as software applications that support demand generation processes at scale. B2B MAPs help marketers capture and qualify leads and accounts, orchestrate marketing-driven engagement across the full customer journey, and use analytics to optimize and measure performance.

B2B MAPs enable marketers to automate a wide range of activities intended to drive new customer acquisition, retention and growth. To support the pursuit of new commercial opportunities (from current or prospective customers), marketers use B2B MAPs to generate, prioritize, and manage leads and account buying groups across the revenue life cycle. This includes the distribution of marketing-generated and qualified leads to sales teams for further pursuit.

Also, B2B MAPs are used to orchestrate and measure multichannel customer engagement campaigns and programs. B2B MAPs enable marketers to design and activate some communication channels natively — most notably, email and web landing pages — and orchestrate customer engagement through other channels via integrations with other tools/platforms.

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Logo of HubSpot Marketing Hub

HubSpot Marketing Hub

By HubSpot

4.4
(2168 Ratings)

HubSpot’s customer platform offers enterprise software for marketing, sales, customer service, content management, operations, and commerce.

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Logo of Zoho CRM

Zoho CRM

By Zoho

4.3
(825 Ratings)

Zoho Corporation is a privately held software company that is focused on delivering solutions to help businesses grow. The company's portfolio of more than 55 products is used by over 100 million people around the world and is designed to cater to varying business requirements such as sales, marketing, support, collaboration, finance, and recruitment. Zoho is concentrated on creating digital tools with a strict adherence to user privacy. It does not rely on an ad-revenue model, even for its free products. The firm's global reach extends from its headquarters in Austin, Texas to international offices in Chennai, India and other worldwide locations.

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Logo of Salesforce Marketing Cloud Account Engagement

Salesforce Marketing Cloud Account Engagement

By Salesforce

4.2
(685 Ratings)

Salesforce is a company that integrates artificial intelligence with customer relationship management and data to create solutions for customer-related concerns. Salesforce's primary business problem is to enhance the interaction between businesses and their customers by leveraging technology.

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Logo of Adobe Marketo Engage

Adobe Marketo Engage

By Adobe

4.4
(592 Ratings)
customers choice 2025

Adobe focuses on providing digital media and digital marketing solutions on a worldwide scale. The company offers creative, marketing and document solutions which are geared towards assisting individuals, ranging from budding artists to established brands, to bring life to their digital creations. Furthermore, Adobe concentrates on the delivery of captivating experiences to the targeted individuals. Adobe's solutions are omnipresent and they are striving to bring about change through digital experiences.

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Logo of Microsoft Dynamics 365 Customer Insights

Microsoft Dynamics 365 Customer Insights

By Microsoft

4.3
(300 Ratings)

Microsoft enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more. Microsoft is dedicated to advancing human and organizational achievement.

Microsoft Security helps protect people and data against cyberthreats to give peace of mind.

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Logo of Oracle Eloqua Marketing Automation

Oracle Eloqua Marketing Automation

By Oracle

4.4
(256 Ratings)

Oracle is a cloud technology company that offers computing infrastructure and software solutions globally. This organization has developed an autonomous database, the first of its kind, to help manage and secure data. Oracle Cloud Infrastructure presents functionalities to facilitate the transition of workloads from on-site systems to the cloud, and vice versa, as well as between different clouds. Oracle's cloud software applications provide modern tools designed to support sustainable growth and resilience in businesses. Tools developed by Oracle are used by a wide range of users including nonprofit organizations and businesses of various sizes, to aid in operations like supply chain streamlining, human resource management, financial planning and connecting data and global users. Apart from business solutions, Oracle's technology also aids in tasks ranging from government defense to scientific and medical research.

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Logo of Dynamics CRM (Legacy)

Dynamics CRM (Legacy)

By Microsoft

4.2
(218 Ratings)

Microsoft enables digital transformation for the era of an intelligent cloud and an intelligent edge. Its mission is to empower every person and every organization on the planet to achieve more. Microsoft is dedicated to advancing human and organizational achievement.

Microsoft Security helps protect people and data against cyberthreats to give peace of mind.

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Logo of Act-On Marketing Automation Platform

Act-On Marketing Automation Platform

By Act-On

4.3
(99 Ratings)

Act-On Software focuses on providing cutting-edge solutions that allow marketers to engage effectively throughout the entire customer lifecycle. The company's primary offerings render customer data operational enabling marketers to design smart, efficient programs to drive their business growth and increase customer lifetime value. Centralized on serving marketers first, Act-On utilizes advanced technology to assist marketers in establishing enduring customer relationships. It offers a range of features including marketing automation, lead scoring, CRM integration, dynamic forms, SMS marketing, account-based marketing, email deliverability, email marketing automation, marketing segmentation, lead management, lead nurturing, social media marketing, sales intelligence, and ROI reporting. Act-On Software is dedicated to promoting an inclusive environment where everybody's unique contribution is respected, valued, and seen as a valuable addition to the team.

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Logo of SAP Marketing Cloud (Legacy)

SAP Marketing Cloud (Legacy)

By SAP

4.2
(81 Ratings)

SAP was founded in 1972 and is headquartered in Walldorf, Germany. The company employs over 105,000 people globally and develops software solutions for enterprise resource planning (ERP) and related business functions. SAP’s early products, SAP R/2 and SAP R/3, were widely adopted for managing core business processes. Its current ERP platform, SAP S/4HANA, uses in-memory computing to support data-intensive operations and integrates capabilities such as artificial intelligence and machine learning.

SAP offers a portfolio of software applications that support various business functions across industries. These applications are designed to operate on a unified digital platform. As of 2025, SAP reports over 230 million cloud users and provides more than 100 solutions. The company’s offerings are used by organizations to manage finance, human resources, procurement, supply chain, and other operational areas.

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Logo of Sugar Market

Sugar Market

By SugarCRM

3.4
(78 Ratings)

SugarCRM is a platform aimed at providing a comprehensive perspective of customer journeys for marketing, sales, and service teams. The central focus rests upon removing the complications and effort typically associated with traditional Customer Relationship Management (CRM) systems. The solution eliminates redundant work, visibility gaps, and potential obstacles, striving to streamline the customer experience. The goal of SugarCRM is to enhance the functionality of CRM systems, minimizing manual data entry, and optimizing tasks to provide a high-definition customer experience.

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Logo of Marketing Creatio

Marketing Creatio

By Creatio

4.6
(52 Ratings)

Creatio is a global vendor of an agentic CRM & workflow platform with no-code and AI at its core. Millions of workflows run on Creatio daily, supporting thousands of clients in 100 countries. Genuine care for our clients and partners is at the heart of our DNA.

Its offerings include Creatio Studio, a no-code agentic platform to build applications and AI agents with natural language and visual designers, and a CRM suite with embedded AI agents across Creatio Marketing, Sales, and Service. The company provides a Financial Services CRM platform, plus industry workflows across 19 verticals and a range of marketplace add-ons.

Creatio is headquartered in Boston, MA, with 850 employees in ten offices across 25 countries.

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Logo of Mekari Qontak

Mekari Qontak

By Mekari

4.9
(38 Ratings)

Mekari is a software (SaaS) company that supports business and professional growth through digital transformation. With an integrated ecosystem of solutions for Human Resources, Finance, Accounting, Supply Chain, CRM, Customer Support, Tax, Digital Signature, and other business processes, Mekari has been trusted by over 35,000 companies in the region. We provide customizable systems to optimize smart operations, enhance efficiency, and faster decision-making, and drive sustainable growth.

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Logo of Sales Execution CRM

Sales Execution CRM

By LeadSquared

4
(33 Ratings)

LeadSquared is a service-oriented software that offers comprehensive solutions for sales, marketing, and onboarding automation. This company primarily addresses sales-related challenges encountered by businesses that handle large volumes of leads with diverse sales channels and teams. Its solutions are widely applicable across various industries, including but not limited to Education Technology, Healthcare, Financial Services, Real Estate, Automotive, and Hospitality. LeadSquared is located in Bengaluru, with additional operations in various global locations including the United States, Philippines, South Africa, Australia, and Indonesia.

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Logo of CentraHub CRM

CentraHub CRM

By CentraHub

4.1
(32 Ratings)

CentraHub is a vendor of digital transformation solutions. The company offers business process automation suites, CRM, HCM, and Studio platforms, which are all geared towards facilitating the transformation of different business landscapes. Originating from a product portfolio that began in 2002, CentraHub's offerings have adapted and evolved over almost two decades. The company focuses on delivering highly automated solutions, and in this period, it has provided its services to numerous corporate entities across multiple locations. Furthermore, CentraHub's management team brings extensive experience to bear in serving its client base effectively.

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Logo of BUSINESSNEXT

BUSINESSNEXT

By BUSINESSNEXT

4.1
(28 Ratings)

BUSINESSNEXT is an enterprise solution provider focusing on modular solutions for banks and financial institutions worldwide. The operations include leveraging technology and innovation to provide unique and adaptable user experiences in the fluctuating and complex business landscape. Their platforms, CRMNEXT, CUSTOMERNEXT & DATANEXT, are AI and ML-driven, cloud-agnostic platforms designed to facilitate digital transformations. This consists of an assortment of hyper SaaS modular solutions that are flexible, ready for plug & play operations, and have extensive integration capabilities. The company operates globally, accommodating over a million users, with two primary headquarters located in Raleigh, North Carolina and Noida, India. Presently, it has operations across five continents, with direct offices in 14 countries spanning the U.S.A, MEA, and APAC.

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Logo of Acoustic Connect

Acoustic Connect

By Acoustic

3.1
(26 Ratings)

Acoustic, L.P. helps brands build closer, lasting, more rewarding customer connections through data-driven visibility and personal, relevant, and frictionless engagement. Our diverse range of solutions includes Customer Engagement, Multichannel Marketing and Digital Experience Analytics. DemandTec by Acoustic adds Unified Price, Promotion and Markdown Optimization, as well as vendor collaboration software to our offering portfolio.

With more than twenty years of industry expertise and leveraging cloud-native technology, Acoustic is trusted by businesses worldwide to enhance their marketing efforts, drive 1-to-1 interactions and improve customer experiences.

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Logo of LeadSquared Marketing Automation

LeadSquared Marketing Automation

By LeadSquared

4.4
(25 Ratings)

LeadSquared is a service-oriented software that offers comprehensive solutions for sales, marketing, and onboarding automation. This company primarily addresses sales-related challenges encountered by businesses that handle large volumes of leads with diverse sales channels and teams. Its solutions are widely applicable across various industries, including but not limited to Education Technology, Healthcare, Financial Services, Real Estate, Automotive, and Hospitality. LeadSquared is located in Bengaluru, with additional operations in various global locations including the United States, Philippines, South Africa, Australia, and Indonesia.

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Logo of Acquia Campaign Studio

Acquia Campaign Studio

By Acquia

4.1
(24 Ratings)

Acquia empowers ambitious digital innovators to craft productive, frictionless digital experiences that make a difference to their customers, employees, and communities. We provide an open digital experience platform (DXP), built on open source Drupal, as part of our commitment to shaping a digital future that is safe, accessible, and available to all. With Acquia Open DXP, you can unlock the potential of your customer data and content, accelerating time to market and increasing engagement, conversion, and revenue.

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Logo of ActiveCampaign Platform

ActiveCampaign Platform

By ActiveCampaign

4.3
(22 Ratings)

ActiveCampaign operates in the realm of marketing automation, email marketing and customer relationship management (CRM). The company's principal focus lies in helping businesses expand through technically advanced automation platforms which are oriented towards achieving scalable and personalized customer experiences. ActiveCampaign's comprehensive automation solution amalgamates transactional email, email marketing, ecommerce marketing, and CRM to deliver unique experiences that span across all channels and continue throughout the customer lifecycle. ActiveCampaign provides access to an abundance of pre-built automations and supports a large number of integrations.

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Logo of Freshsales Suite

Freshsales Suite

By Freshworks

3.3
(17 Ratings)

Freshworks Inc. (NASDAQ: FRSH) creates AI-boosted business software anyone can use. Purpose-built for IT, customer support, and sales and marketing teams, our products are designed to let everyone work more efficiently and deliver more value for immediate business impact. Headquartered in San Mateo, California, Freshworks operates globally.

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Features of B2B Marketing Automation Platforms

Updated September 2025

Mandatory Features:

  • Measure the performance of marketing touchpoints and communicate results using data visualization/dashboarding capabilities.

  • Create multistep journeys for contacts (e.g., drip campaigns, customer onboarding motions) using a graphical lead workflow UI suitable for nontechnical users.

  • Input and synchronize customer contact and account data into a unified customer profile.

  • Score leads to evaluate quality based on profile fit and behavioral criteria using business rules and/or predictive analytics capabilities.

  • Deploy and manage coordinated customer engagement programs across multiple channels, including native email and landing page execution.

Peer Lessons Learned for B2B Marketing Automation Platforms

Published May 2025

These lessons focuses on the responses to the questions: “If you could start over, what would your organization do differently?” and “What one piece of advice would you give other prospective customers?”

Peer Lessons Learned for B2B Marketing Automation PlatformsLessons learned by your peers shared on Gartner Peer Insights for B2B Marketing Automation PlatformsPeer Lessons Learned for B2B Marketing AutomationPlatformsLesson 1LESSON1Identify the B2B MAP Requirements; Build aRoadmap With StakeholdersLesson 2LESSON2Conduct POCs to Select the Most Suitable B2BMAP for Your OrganizationLesson 3LESSON3Ensure Data Quality by Prioritizing DataCleansingLesson 4LESSON4Adopt an Incremental Approach for B2B MAPImplementation; Invest in Training End Usersn = 272Source: Reviews (272) submitted to Gartner Peer InsightsID: 6542002Gartner ®
Read Full Insights

Gartner Research

Magic Quadrant for B2B Marketing Automation PlatformsCritical Capabilities for B2B Marketing Automation Platforms
Gartner Peer Insights 'Voice of the Customer': B2B Marketing Automation Platforms

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Gartner Peer Insights content consists of the opinions of individual end users based on their own experiences, and should not be construed as statements of fact, nor do they represent the views of Gartner or its affiliates. Gartner does not endorse any vendor, product or service depicted in this content nor makes any warranties, expressed or implied, with respect to this content, about its accuracy or completeness, including any warranties of merchantability or fitness for a particular purpose.

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