B2B Marketing Automation Platforms: A Marketer’s Guide

This report examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions:
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This report examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions:
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MARTECH INTELL IGENCE REPORT
N I N T H  E D I T I O N
A MARTECH TODAY RESEARCH REPORT
B2B
MARKETING
 AUTOMATION
PLATFORMS:
A MARKETER’S GUIDE
Stay
Stay strong. Stay healthy. Stay home. 
Stay informed. Stay connected. Stay hopeful. 
Stay safe.
salesforce.com
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Table of Contents
Scope and methodology ......................................................................................................... 2
B2B marketing automation overview ..................................................................................... 3
Figure 1. Marketing budget allocations across major resources by industry  ................. 3
What role do MAPs play in today’s martech stack? ............................................................... 4
Figure 2: Marketing automation spending to top $25B by 2023  ................................... 4
Figure 3: The changing components of martech ecosystems  ........................................ 5
How Marketing Automation Platforms integrate.................................................................. 6
Big mergers are done; plenty of smaller ones on the horizon ............................................. 7
Select marketing automation financial transactions ............................................................. 7 
B2B marketing automation platform features ....................................................................... 8
Dynamic content creation  ................................................................................................... 8
Figure 4: Select B2B marketing automation platform features  ...................................... 9
Lead management  ............................................................................................................ 10
Predictive analytics  ............................................................................................................ 10
Mobile marketing  .............................................................................................................. 10
Account-based marketing (ABM)   ..................................................................................... 11
Social/lead profile integration  ........................................................................................... 11
Native CRM integration  ..................................................................................................... 11
Third-party software connectivity  ...................................................................................... 11
Proactive recommendations based on AI  .......................................................................... 11
Choosing an enterprise B2B marketing automation platform ............................................ 12
The benefits of using B2B marketing automation .............................................................. 12
B2B marketing automation platform pricing ...................................................................... 12
Recommended steps to making an informed purchase ..................................................... 13
Step One: Do you need a marketing automation platform?  ............................................. 13
Step Two: Identify and contact appropriate vendors ......................................................... 14
Step Three: Scheduling the demo ...................................................................................... 15
Step Four: Check references, negotiate a contract ............................................................ 16
Conclusion .............................................................................................................................. 17
Vendor profiles ...................................................................................................................... 18
Acoustic .............................................................................................................................. 18
Acquia ................................................................................................................................ 21
Act-On Software ................................................................................................................. 23
HubSpot ............................................................................................................................. 25
Keap ................................................................................................................................... 27
Mailchimp ........................................................................................................................... 29
Marketo .............................................................................................................................. 31
Oracle Eloqua ..................................................................................................................... 34
Salesforce Pardot ................................................................................................................ 37
SharpSpring ........................................................................................................................ 40
Sugar Market ...................................................................................................................... 42
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
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Scope and methodology
This report examines the current market for B2B marketing automation platforms, and the 
considerations involved in implementing marketing automation software. It addresses the 
following questions:
• What factors are driving B2B marketing automation platform use?
• What capabilities do B2B marketing automation platforms provide?
• Does my company need a marketing automation platform?
• Who are the leading players in B2B marketing automation?
• How do I evaluate which platform is best for my business?
If you are considering licensing a B2B marketing automation platform, this report will help 
you decide whether or not you need to. The report has been completely updated to include 
the latest industry statistics, developing market trends and new vendor profiles and product 
updates.
For the purposes of this report, B2B marketing automation is defined as follows: The use of 
software and web-based services to execute, manage and automate repetitive marketing 
tasks and processes to more effectively market through multiple channels (i.e., email, mobile, 
social media, and websites). Marketing automation focuses on the definition, scheduling, 
segmentation and tracking of marketing campaigns, allowing the marketing and sales 
organizations to nurture leads with highly personalized content aimed at attracting and 
retaining customers.
The 11 vendors profiled in this report represent some of the choices available for B2B 
marketing automation platforms; they are not a comprehensive list of B2B marketing 
automation vendors. This report is not a recommendation of any marketing automation 
platform or company and is not meant to be an endorsement of any particular product, 
service or vendor.
This report was prepared by conducting in-depth interviews with leading vendors and 
industry experts in November and December 2020. These, in addition to third-party 
research, form the basis for this report.
Editorial Advisor:
Kim Davis, Editorial Director of MarTech Today
Writer, Editor and Analyst:
Pamela Parker, Research Director, Third Door Media
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
B2B marketing automation overview 
Investments in marketing technology continue to be a priority for businesses across the 
board, as they strive to meet increased demands for personalization and a need to collect, 
authenticate and analyze rapidly increasing amounts of consumer data to improve the 
customer experience (CX). For B2B players, this often means a marketing automation platform.
Though the COVID-19 pandemic resulted in budget cuts midway through 2020, CMOs 
surveyed by Gartner in its annual survey are optimistic about a return to normalcy. Fully 73% of 
CMOs surveyed expect the negative impacts of the pandemic to be short-lived. More than half 
(57%) of the respondents expect business performance to return to normal in the next 18 to 24 
months.
Martech spending has stayed strong over the past year, continuing to command 26.2% of 
marketing budgets, even through uncertain times. Digital channels in general accounted for 
nearly 80% of marketing budgets in 2020, perhaps partly reflecting the shift to digital we’ve 
seen due to widespread working from home and social distancing.
In most industries, Gartner found that marketers are prioritizing martech over other resources 
(agencies/services, paid media, labor), spending the largest chunk of their budget on 
technology. Only in financial services, where martech receives the lowest priority, and in retail, 
where paid media gets precedence, is martech spending not equal to, or higher than, the 
allocations made to other areas.
 
Figure 1: Marketing budget allocations across major resources by industry
n = 420 marketing leaders (excludes ”don’t know”): base sizes vary by industry
Q. How is your total marketing expense budget for the current fiscal yearbeing allocated to or spent on each of the
following major resource categories?
Source: 2020 Gartner CMO Spend Survey
Note: Does not include percentages for ”other.”
Financial
services
High tech
CP
Manufacturing Media
Retail
Travel &
Hospitality
Healthcare
IT and 
business
services
30%
15%
0%
Mean percentage of budget summary
Agencies/services       Paid media       Labor       Marketing technology
Martech spending 
has stayed strong 
over the past 
year, continuing to 
command 26.2% of 
marketing budgets, 
even through 
uncertain times.
Marketing isn’t 
about technology. 
It’s about your customers.
Let’s be real: it doesn’t matter which marketing platform you use. 
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customers and drive the actions that grow your business and theirs. 
We believe the best marketing takes more than technology. It takes 
passionate people who care about solving problems. That’s why 
we built a marketing platform designed to amplify a marketer’s 
intuition. We’re bringing humanity back to marketing.
Marketing technology, reimagined.
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B2B Marketing Automation Platforms: A Marketer’s Guide
What role do MAPs play in today’s 
martech stack?
In May of 2019, Forrester’s Laura Cross, VP and principal analyst on demand and account-based 
marketing, speculated in a blog post: “Will Marketing Automation Platforms Go Extinct or 
Rapidly Evolve to Keep Up With Demand Marketers’ Needs?”
In the post, she noted that MAPs became the “center of the universe” for many B2B marketers 
after their debut in the early 2000s, but since have “not evolved to keep up with the needs of the 
modern demand marketer.” Indeed, marketing automation platforms are so well-established as 
to be rarely discussed. For example, it’s difficult to find independent projections on marketing 
automation spend, with the latest numbers from Forrester projected global spend to reach $25.1 
billion by 2023, up from $11.4 billion in 2017, and that was published in April of 2018 as its 
Marketing Automation Technology Forecast, 2017-2023 (Global) (see Figure 2).
Figure 2: Marketing automation spending to top $25B by 2023 ($ billion)
0
5
10
15
20
25
30
$11.4
2017
2023
$25.1
Source: Forrester Data: Marketing Automation Technology Forecast, 2017-2023 (Global), Forrester.
Perhaps instead of going extinct, players have begun encroaching into categories like 
“multimedia marketing hubs” or “CRM lead management” or “account-based marketing.”
Meanwhile, the must-have much-hyped platform, the customer data platform (CDP), has 
its eyes on B2B marketers, promising to handle vast amounts of data to deliver highly-
personalized customer experiences. Adobe’s Real-time CDP announced new features aimed 
at B2B brands in November 2020, which include a pre-built connector to its B2B Marketing 
Automation Platform, Marketo Engage. Dun & Bradstreet, with its D&B Lattice CDP, also 
understandably has a primarily B2B focus.
Meanwhile, the 
must-have much-
hyped platform, 
the customer data 
platform (CDP), 
has its eyes on 
B2B marketers, 
promising to handle 
vast amounts of 
data to deliver 
highly-personalized 
customer 
experiences.
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B2B Marketing Automation Platforms: A Marketer’s Guide
Though CDP platforms are still relatively new, adoption has been rapid and these tools could 
eventually pose a threat to marketing automation platforms as they provide some of the same 
tools and functionalities.
All that said, to some companies B2B Marketing Automation Platforms are still the center 
of the universe, so businesses must decide for themselves. At Gartner’s recent Marketing 
Symposium/Xpo, analysts highlighted the martech practices of what it calls “Genius” and 
“Gifted” (high-performing) brands, noting that: “No single technology product, save web 
analytics and digital marketing tag management, was adopted by 100% of Genius and Gifted 
brands. Instead, brands with high digital intelligence and complex martech stacks combine 
some of the core marketing technologies for analytics, data management, advertising, 
personalization and multichannel marketing.”
The analyst firm also asked marketers about the technologies they were most likely to cut, 
keep and buy if faced with a budget decrease. Interestingly, B2B Marketing Automation 
showed up in both the “Keep” and the “Cut” columns, as some respondents found them 
essential and others thought they could do without them. Senior Director Analyst Colin Reid 
noted that this split was largely along B2B versus B2C lines, with companies focused largely on 
B2B putting the technology in the “Keep” column.
Though CDP 
platforms are still 
relatively new, 
adoption has 
been rapid and 
these tools could 
eventually pose a 
threat to marketing 
automation 
platforms as they 
provide some of 
the same tools and 
functionalities.
Figure 3: The changing components of martech ecosystems 
What marketers said they’d keep, cut and buy if faced with a budget decrease.
Keep
Cut
Buy
1
Customer Data Platform
Employee Advocacy Tools
Multitouch Attribution
2 Web Analytics
Multitouch Attribution
Social Marketing Management  
Platform
3
Email Marketing Platform
Account-Based Marketing Platforms
Employee Advocacy Tools
4
Data Management Platform
Influencer Marketing Platforms
Personalization Platform
5
Social Marketing Management  
Platform
Personalization Platform
Digital Asset Management
6 B2B Marketing Automation including 
Lead Management Platforms
Social Marketing Management 
Platform
Social Analytics Platform
7 Multichannel Marketing Platform
B2B Marketing Automation including 
Lead Management Platforms
Mobile Marketing Analytics
8
Digital Commerce Platform
Digital Asset Management
Customer Data Platform
9
Social Analytics Platform
SEM/SEO Tools
Distributed Marketing Platform
10 Digital Asset Management
Work or Project Management Platform SEM/SEO Tools
11 SEM/SEO Tools
Loyalty or Advocacy Marketing 
Platform
Loyalty or Advocacy Marketing 
Platform
n = 387 Marketing technology leaders. Base sizes vary by segment
Q. KEEP: What are the top marketing technologies you will prioritize keeping in your martech stack because if faced with a budget decrease?
Q. CUT: What are the top marketing technologies you will prioritize cutting in your martech stack because if faced with a budget decrease?
Q. BUY: Thinking about the totality of the capabilities made available by each of the following Data and Analytics solutions, what level of utilization currently exists within your company
Source: Gartner 2020 Marketing Technology Survey
© 2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates.
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B2B Marketing Automation Platforms: A Marketer’s Guide
At the companies that depend on them, marketing automation platforms form the backbone 
of marketing operations, increasingly serving as sophisticated marketing orchestration 
platforms. A range of platforms is available to marketers depending on their firm’s size, budget 
and level of digital marketing sophistication.
The more basic functions of marketing automation have become somewhat commoditized, 
so platform vendors mostly look to differentiate their platforms based on the ability to scale, 
usability, ease of implementation, machine learning capabilities to suggest audiences or 
messaging, and customer experience.
Platform vendors are also looking to differentiate themselves by offering more support for 
increasingly sophisticated customers who have adopted the software and who are looking to 
justify the investment by proving ROI.
Vendors continue to expand training programs, as well as add-on professional services 
available to customers, to improve platform use. Online communities – for both customers 
and developers – have also become increasingly important to strengthen platform support, 
advocacy and market penetration.
Many marketing automation platform vendors have roots in email marketing, which continues 
to be a core function and is often the only function that customers use. However, many 
platforms offer an evolving range of features, including advanced lead management, account-
based marketing (ABM) tools, predictive analytics and open architectures to support the 
growing martech ecosystem.
Marketing automation platform users have become more tech savvy, as marketing skill sets 
have evolved significantly in recent years. As marketing becomes ever more tech- and data-
centric, this has led to the rise in prevalence of the Marketing Operations specialist, combining 
business operations and IT skills to clean, harness and democratize data.
How Marketing Automation Platforms integrate 
Account-based Marketing is increasingly replacing persona-based marketing, leading the way 
for greater demand of ABM capabilities among marketing technology platforms, and driving a 
convergence of marketing and sales. Sales and customer service professionals frequently use 
marketing automation platforms to better understand how customers are reacting to products 
and service.
Most marketing automation platforms now have native integrations with CRM platforms, which is 
essential for ABM, as these three departments (sales, marketing, customer service) work together 
more to look at the entire customer experience.
At the same time, with marketing automation platforms in general prioritizing user experience 
and scalability, there has been less of a focus on building out new technology than previously 
predicted.
For example, personalization is one of the biggest trends driving marketing today. But while 
some marketing automation platforms do provide personalization capabilities, this is not an 
essential feature, and can be achieved using point solutions. B2B marketers should therefore not 
necessarily be put off if a marketing automation platform does not provide personalization as 
part of the platform.
Marketing 
automation 
platforms form 
the backbone 
of marketing 
operations, 
increasingly serving 
as sophisticated 
marketing 
orchestration 
platforms.
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B2B Marketing Automation Platforms: A Marketer’s Guide
Many marketing automation vendors offer “app marketplaces” that 
provide information and support for integrating with third-party 
software partners. This can be an important area of differentiation 
for vendors, because cultivating relationships with developers who 
create add-ons and integration tools adds to the overall utility of the 
software without requiring the vendor to develop such integrations 
themselves. If you’re considering licensing a marketing automation 
platform, be sure to assess potential vendors’ efforts in this arena.
Big mergers are done; plenty of smaller ones 
on the horizon
The enterprise B2B marketing automation market is concentrated 
among a few cloud vendors, including Salesforce, Oracle and 
Adobe. Acquisitions by these players, Adobe and Salesforce in 
particular, have now been largely integrated and were aimed at 
consolidating their positions at the top of the market and broaden 
their offerings for B2B firms.
Adobe’s biggest recent deal of was its 2018 purchase of rival 
marketing automation platform Marketo in September for $4.75 
billion; the firm also bought Magento Commerce for $1.68 billion 
in May of that year. Meanwhile Salesforce acquired integration 
platform Mulesoft that May for $6.5 billion, analytics provider 
Datorama in July for $800 million, as well as interactive email outfit 
Rebel in October and CloudCraze in May for undisclosed sums 
(see sidebar).
Among independent martech providers, we’ve seen the acquisition 
of Mautic by open-source cloud platform Acquia for an undisclosed 
sum in May of 2019, only to have the parent purchased by Vista 
Partners in September for $1B. Also in May, SugarCRM picked 
up Salesfusion and re-branded it Sugar Market, in a deal in which 
terms were not publicly disclosed.
There has been less deal-making activity among vendors serving 
the small and mid- sized business (SMB) market. CRM company 
Pipedrive purchased Mailigen for an undisclosed sum in March 
of 2020. Facebook picked up Kustomer, largely described as a 
CRM firm but also boasting messaging automation functionality, 
in November 2020 for a reported $1 billion. December 2020 saw 
marketing automation/attribution player Springbot acquire Matcha, 
which will give it content management capabilities.
There will likely be more acquisitions to come in 2021, as 
marketing automation capabilities are combined with categories 
like CRM, lead management and campaign automation.  
 
Select marketing automation financial 
transactions
December 2020
• Springbot buys Matcha. Deal terms weren’t 
disclosed.
November 2020
• Facebook acquires Kustomer for a reported $1B.
March 2020
• Pipedrive buys Mailigen for an undisclosed sum. 
May 2019
• Acquia acquires Mautic (terms not disclosed). 
Vista Equity Partners later (Sept 2019) buys 
Acquia for $1B
• SugarCRM buys Salesfusion (for undisclosed 
amount); rebrands it to Sugar Market . The 
acquisition followed the company’s buy of 
Collabspot and preceded its purchase of 
Corvana. These units are now called Sugar 
Connect and Sugar Discover, respectively.
February 2019
• Mailchimp acquires Sawa (undisclosed sum)
January 2019 
• Infusionsoft rebrands as Keap. Expands 
product lineup with new editions 
• j2Global acquires iContact for $49M
October 2018
• Salesforce acquires Rebel (undisclosed sum)
September 2018
• Adobe acquires Marketo for $4.75B
July 2018 
• Salesforce acquires Datorama for $800M
May 2018
• Adobe acquires Magento Commerce for 
$1.68B
• Salesforce acquires Mulesoft $6.5B and 
CloudCraze (undisclosed sum)
Source: Third Door Media, Crunchbase
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B2B Marketing Automation Platforms: A Marketer’s Guide
B2B marketing automation 
platform features  
Virtually every B2B marketing automation vendor profiled in this report provides tools for email 
campaign development and execution (including landing pages), as well as lead capture, 
scoring and nurturing. The platforms also typically provide centralized marketing databases 
and a basic level of reporting on web traffic, visitor behavior and campaign results.
Combined, the core features offered by most B2B marketing automation platforms profiled in 
this report include:
• Email marketing and landing page development;
• Lead management (i.e., capture, scoring and nurturing);
• Native CRM integration; and
• APIs or app marketplaces for faster martech system access.
The market is quickly evolving, as B2B marketers demand integrated marketing functionality 
that rapidly translates into bottom-line return. Vendors continue to add more advanced 
features to provide marketing end-users with the ability to build, track and manage campaigns 
across channels and/or devices, and monitor the flow of leads as they move from marketing to 
sales. 
These features include, but are not limited to: 
• Dynamic content generation (email, landing pages and/or website);
• Email deliverability tools;
• Account-based marketing (ABM);
• Mobile marketing;
• AI-based predictive analytics; and
• Social/lead profile integration.
The following section discusses several of these core and advanced marketing automation 
capabilities in more depth (see Table 3).
Dynamic content creation 
Virtually all marketing automation platforms provide the ability to create, send and measure 
personalized email campaigns. Where they differ is in how email, landing page and website 
content created and personalized. Some vendors offer wizard-based campaign design or 
content templates, while others provide a more customized approach.
There are also differences in static vs. dynamically generated content, which adjusts on the 
fly as prospects interact with a website or form. Progressive profiling is often offered to pre-
populate forms with known data and use a drip approach to capture additional prospect 
information each time they interact with campaigns.
Message deliverability is also an important factor to consider. Some B2B marketing automation 
vendors offer dedicated IP addresses to improve deliverability, and/or monitor deliverability by 
including their own email deliverability services or those from partners. Email previewing is an 
advanced function but may be critical to marketers that want to reach their audience through 
mobile devices and see what their message will look like on smaller screens.
The market is quickly evolving, as B2B marketers demand integrated marketing functionality 
that rapidly translates into bottom-line return.
Virtually every 
B2B marketing 
automation vendor 
profiled in this report 
provides tools for 
email campaign 
development and 
execution (including 
landing pages), 
as well as lead 
capture, scoring and 
nurturing.
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B2B Marketing Automation Platforms: A Marketer’s Guide
Platform
Dynamic 
content 
creation
Lead 
management
Predictive 
Analytics  
(AI/ML)
Mobile marketing
ABM
Social 
integrated w/ 
lead profiles
Native CRM 
integration
Third-party software connectivity
SMS/
Push
In-app 
notifications
Remote 
platform 
access
API
App  
marketplace
Acoustic
Email /landing 
pages/site 
personalization
4
4
4
4
4
4
4
MD, NS, SF, 
SU
4
4
Acquia
Email/landing 
pages/site 
personalization
4
4
4
4
4
4
4
CW, HUB, 
MS, PD SF, 
SU, VT, ZH
4
4
Act-On
Email/landing 
pages
4
4
4
8
4
4
4
IN, MS, ONS, 
SF, SU, 
4
4
HubSpot
Email /landing 
pages/site 
personalization
4
4
4
4
4
4
4
HUB, SF
4
4
Keap
Email/landing 
pages
4
4
8
8
8
4
8
Built-in CRM
4
4
Mailchimp
Email
4
4
4
4
4
4
4
BA, PD, SF, 
SU, TG, VT
4
4
Marketo
Email/landing 
pages/site 
personalization
4
4
4
4
4
4
4
MD, SF
4
4
Oracle Eloqua
Email/landing 
pages/site 
personalization
4
4
4
4
4
4
4
IN, MS, 
OCRMOD, 
ONS, OSC, 
SF, SU
4
4
Salesforce 
Pardot
Email/landing 
pages/site 
personalization
4
4
4
4
4
4
4
SF
4
4
Sugar Market
Email
4
4
8
4
4
4
4
BH, MD, SG, 
IN, NS, SF, SU
4
4
SharpSpring
Email/landing 
pages
4
4
4
4
4
4
4
SF
4
4
CRM abbreviations:  Batchbook (BA), BH (Bullhorn), CW (ConnectWise), HUB (HubSpot), IN (Infor), Microsoft Dynamics 365 (MS), OCRMON (Oracle CRM On Demand), ONS (Oracle 
NetSuite), OSC (Oracle Sales Cloud), PD (Pipedrive), SF (Salesforce), SG (Sage CRM), SU (SugarCRM), Teamgate (TG), VT (VTiger), ZH (Zoho).
Source: Third Door Media
Figure 4: Select B2B marketing automation platform features
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B2B Marketing Automation Platforms: A Marketer’s Guide
Lead management
Lead management comprises three functions: lead capture, lead scoring and lead nurturing. 
Leads are captured from a variety of sources that feed the marketing automation database, 
including (but not limited to) website visitors, social media, paid digital campaigns, email 
marketing respondents, trade show attendees and purchased third-party lists. Platforms will 
vary based on the ease with which additional lead sources can be captured, such as through an 
open API, or whether the platform offers landing page optimization.
Lead scoring assigns a value to each lead based on a predetermined set of rules or criteria. 
Traditional lead scoring models are generally based on two sets of data values: behavior (i.e., 
site purchases, browsing, social posts) and demographics/firmographics. Many B2B marketing 
automation platforms now offer predictive scoring driven by machine learning, which can 
incorporate hundreds of data points by sourcing websites, social networks and internal systems
such as the CRM and marketing database itself to calculate scores.
Lead nurturing is the process of keeping prospects engaged with the brand through periodic, 
personalized communications or campaigns until they are ready to buy. Marketing automation 
platforms may offer a number of pre-built nurturing steps or actions, as well as allow users to 
customize their content and process. These efforts are meant to build a relationship between 
the brand and its prospects, and drive interaction with sales if and when the prospect is ready.
Predictive analytics
Virtually all of the B2B marketing automation platforms profiled in this report provide a 
standard set of analytics that track quantifiable data such as website visitor activity, pages 
viewed, time spent on site, emails opened, content downloaded and campaign responses. 
More vendors are offering predictive analytics and models based on machine learning, which 
uses algorithms to process data and surface trends or insights that enable marketers to 
customize visitor experiences and marketing campaigns.
Several platforms have invested in artificial intelligence (AI) to go a step beyond machine 
learning and use technology to “mimic” human intelligence and recommend marketing 
actions or outcomes. These may include highly personalized website content or product 
recommendations based on analysis of consumption trends, on-site behavior, firmographics 
and CRM data. Other vendors rely on plug-and-play integration with predictive analytics tools 
to offer greater analytics and personalization capabilities.  
Mobile marketing 
Creating an engaging experience for mobile prospects and customers is a must-have capability. 
As a result, many B2B marketing automation platforms include responsive templates for email, 
landing pages and web forms. Several vendors integrate with email testing tools such as Litmus, 
to allow users to preview email marketing messages across email clients and devices.
More advanced mobile marketing features include SMS/texting, in-app marketing and remote 
platform management from mobile devices. In-app marketing features can include “push” 
notifications or ads based on geography (i.e., geo-fencing or beaconing) or during events. B2B 
marketing automation vendors have also expanded platform access to mobile users, moving
beyond automated alerts and remote data collection to full platform management.
Virtually all of the B2B marketing automation platforms profiled in this report provide a standard 
set of analytics that track quantifiable data such as website visitor activity, pages viewed, time 
spent on site, emails opened, content downloaded and campaign responses.
Lead nurturing is the 
process of keeping 
prospects engaged 
with the brand 
through periodic, 
personalized 
communications or 
campaigns until they 
are ready to buy.
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Account-based marketing (ABM)  
Aligning marketing initiatives with sales teams has become a leading ABM priority for 
marketers. The goal is to target marketing programs to prospect or customer buying teams, 
rather than individuals (who may have moved into new positions or firms.) Most of the time, 
a B2B buyer is not a single person but a buying group. The larger the purchase, the more 
people and departments are involved. B2B marketing automation vendors continue to add 
new ABM features to their platforms to enable marketers to address the buying group as 
well as individual members, including enhanced account nurturing and predictive scoring 
capabilities. 
Social/lead profile integration 
Most of the B2B marketing automation vendors profiled in this report provide some level 
of social media publishing, sharing and tracking within the platform for networks such as 
Facebook, Instagram, Twitter and LinkedIn. Some platforms provide more advanced social 
media tools to monitor social posts and add social behavior to lead profiles, often using social 
engagement as a scoring factor. Other platforms enable the use of social media sign-on to 
capture social profile data and build lead profiles. 
Native CRM integration
With more businesses seeking to align marketing with sales, native or out-of-the-box 
integration with CRM systems has become a critical feature for B2B marketing automation 
platforms. Salesforce, Microsoft Dynamics 365, Oracle NetSuite and SugarCRM are some of 
the most commonly available connectors.
Data is synchronized between the two systems and shared in both directions at frequent 
intervals. For example, data that is added by a sales rep to an account record in the CRM will 
be automatically added to the record in the marketing automation platform for marketing end-
users to view and act upon, as well. 
 
Third-party software connectivity 
B2B marketing automation vendors continue to open their platform architectures through APIs 
and app marketplaces to offer customers access to an expansive array of third-party martech 
software systems. The app marketplaces provide faster “plug-and-play” access between the 
systems, although there may be additional fees to purchase the marketplace apps.
If a preferred martech app is not available on a marketing automation vendor’s marketplace 
it doesn’t mean that the two systems won’t connect – it means that some customization will 
be required. API use does incur additional charges, generally on a per-call basis for each data 
download   
Proactive recommendations based on AI
Martech vendors in many categories, including B2B marketing automation, are working to 
incorporate functionality that smooths the workflow for marketers using their software. One 
significant focus is providing users with proactive recommendations or suggestions for best 
next steps based on aggregated data and historical usage patterns. 
With more 
businesses seeking 
to align marketing 
with sales, native 
or out-of-the-box 
integration with CRM 
systems has become 
a critical feature 
for B2B marketing 
automation 
platforms.
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
The proliferation 
of digital channels 
and devices has 
made it difficult for 
B2B marketers to 
accurately target 
prospects with the 
right messages, on 
the right devices, at 
the right times.
Choosing an enterprise B2B marketing 
automation platform
The benefits of using B2B marketing automation 
The proliferation of digital channels and devices has made it difficult for B2B marketers to 
accurately target prospects with the right messages, on the right devices, at the right times. 
The rapid shift to all-online interactions sparked by the COVID pandemic also raised the level 
of competition in the inbox, making relevant messaging more important than ever before.
Prospects are managing more of the buying process themselves, creating decision short lists 
by researching brand websites and social channels without ever speaking to a sales rep. To be 
effective, B2B marketers must be creative, targeted and aligned with sales goals; they must 
also have greater visibility into buyer attributes and behaviors.
Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at 
companies of all sizes can gain these benefits from a marketing automation platform:
• Increased marketing efficiency. Automating time-consuming, manual tasks around content 
creation, management and personalization; campaign scheduling and execution; data 
hygiene (i.e. duplicate or inconsistent data residing in various silos); communication with 
sales; and lead nurturing saves time and improves productivity. 
• Enhanced ability to generate more and better qualified leads. Marketing automation 
can combine multiple criteria, including demographic, firmographic and behavioral data 
(pages visited, downloads, filled out forms) with a lead scoring system to generate and 
identify sales-qualified leads. 
• A multichannel view of prospect behavior. Today’s marketing automation platforms are 
integrating multiple channels and devices – including social media and mobile -- to create 
more comprehensive prospect profiles and holistic views of prospect behavior. 
• Better alignment of sales and marketing goals. Marketing automation software can help 
align sales and marketing efforts to ensure that sales reps are working with sales-ready 
leads. By working cooperatively to set scoring parameters and define qualified leads, sales 
and marketing become one team. Marketing works on building relationships with early 
stage leads to enable sales to focus their efforts on the most highly qualified prospects. 
• Improved lead conversion and ROI. Numerous studies have found that using a marketing 
automation system can increase conversions. Forrester found that B2B marketers 
implementing marketing automation experience a 10% increase in their sales-pipeline 
contribution. Marketing automation can result in a 15% increase in sales productivity as well 
as a 12% decrease in marketing overhead, according to tech research firm Nucleus Research. 
B2B marketing automation platform pricing 
Virtually all marketing automation platforms offer SaaS-based pricing, meaning software is 
licensed by the customer and hosted by the vendor. Several vendors targeting the enterprise 
market also offer on-site installation and implementation services.
Pricing is often based on the number of contacts in the marketing database, the number of 
email marketing messages sent each month and/or the number of users. Many vendors require 
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Understanding 
your current 
marketing processes, 
knowing how to 
measure success 
and being able to 
identify where you 
are looking for 
improvements, are 
all critical pieces 
of the marketing 
automation platform 
decision-making 
process. 
annual contracts (although some offer month-to-month pricing) and may offer discounts in 
exchange for longer-term commitments.
Recommended steps to making an informed purchase 
Understanding your current marketing processes, knowing how to measure success and being 
able to identify where you are looking for improvements, are all critical pieces of the marketing 
automation platform decision-making process.
The following section outlines four steps to help your organization begin that process and 
choose the marketing automation platform that is the right fit for your business needs and goals. 
Step One: Do you need a marketing automation platform? 
Deciding whether or not your company needs a marketing automation platform calls for the same 
evaluative steps involved in any software adoption, including a comprehensive self- assessment of 
your organization’s business needs, staff capabilities, management support and financial resources.
Use the following questions as a guideline to determine the answer.
1. Have we outgrown our current marketing system? Marketing automation is often a solution 
for companies that are growing rapidly and need to scale their efforts. If you have data in 
multiple databases that cannot be consolidated or are using an email system that can’t deliver 
the level of behavioral targeting you need, it may be time for marketing automation. 
2. What marketing automation capabilities are most critical to our business? Identify and 
prioritize your software requirements and the key capabilities you’ll need from the new 
system. Do your sales reps need real-time access to marketing data? Then native CRM 
integration is a must have. Do you have a sophisticated social media presence? Then social 
marketing management and integration will be important. By knowing what you need, 
you’ll be in a better position to control the selection process and choose the platform that 
will most benefit the organization. 
3. What kind of marketing automation platform do we need? Marketing automation is not 
a one-size-fits-all solution; it’s important to find the right fit. Nearly all companies offer the 
same basic capabilities for email, website tracking and a marketing database. Additional 
capabilities vary, however, so it’s important to identify what you need. Is inbound marketing 
(social media, blogging, SEO) more important than outbound (email)? Are reporting 
and analytics the key features you need? Is lead scoring a crucial part of your marketing 
process? Do you need greater capabilities in audience segmentation and personalization?
4. What are our goals? It is critical to know up front what your goals for the marketing 
automation system will be. Do you want to improve the quality of leads handed off by 
marketing to sales? Or increase revenue by increasing conversion at key stages in the 
buying cycle? Do you want to improve visibility into the buying and sales cycles to optimize 
marketing engagement? Or do you want to reach the growing portion of your leads that 
are mobile users? Bring key stakeholders together to establish the organization’s goals.
5. How will this platform integrate with our existing martech stack? The odds are that 
you already have a martech stack in place, (e.g., several standalone tools for social media 
management, SEO, webinar hosting, etc.). You’ll need to identify them all so you can ask 
the marketing automation vendor about integration. Many vendors offer app marketplaces, 
which provide faster access to the participating systems. Virtually all marketing automation 
vendors offer APIs, but they may be an add-on to the price of the platform.
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Some marketing 
automation 
platforms are all 
inclusive, while 
others feature add-
on tools and services 
that can significantly 
increase costs.
6. Does management support this purchase? Every marketer should have an executive 
sponsor to secure support at the C-level. If you are not the ultimate decision maker for this 
purchase, you will need management to buy into the idea before you go any further. Present 
a compelling case that the benefits of new software vastly outweigh the costs. This could 
include converting more leads, making sales more efficient and improving campaign ROI.
7. Do we have the internal skillset and staff necessary? To maximize your ROI, staff will 
need training and a willingness to develop and execute new business processes. You 
may also need to consider several new hires. If your marketing and sales organizations 
have been operating in silos, they will need to work more cooperatively on lead scoring 
and routing systems, lead qualification definitions and more effective marketing collateral 
and communications. Identify someone in the organization who will take the lead on the 
selection process, as well as who will be using the system once it has been adopted.
8. How will we measure success? This is one of the toughest questions, and ties in directly 
to understanding why you are adopting a marketing automation platform. If your goal is to 
increase conversions, you’ll need to know what your conversion rate is before automation 
in order to measure its impact. If it’s to improve email efficiency, be prepared with metrics 
on open rates, clicks, etc. In addition to measuring against your marketing goals, it’s wise 
to measure the depth and breadth of platform usage. Many marketers only use basic email 
capabilities, which ends up being a costly investment.
9. Have we realistically assessed the cost? Some marketing automation platforms are all 
inclusive, while others feature add-on tools and services that can significantly increase 
costs. In addition to the cost of the software license itself, consider the costs of ongoing 
services and training, as well as the indirect costs associated with getting staff up and 
running on the new system (i.e., more cooperation and data sharing between marketing 
and sales). If you don’t have your own IT or design staff, be sure to ask questions about 
what these services cost on an hourly basis. For example, if the platform offers templates, 
find out how many, and how much it costs to customize template design. 
Step Two: Identify and contact appropriate vendors 
Once you have determined that marketing automation software makes sense for your business, 
spend time researching individual vendors and their capabilities by doing the following:
• Make a list of all the marketing automation capabilities you currently have (i.e., email 
blasting), those that you would like to have (i.e., predictive scoring or recommendations) 
and those that you can’t live without (i.e., plug-and-play CRM integration). This last 
category is critical and could help you avoid a costly mistake.
• Take your list of capabilities and then do some research. Narrow your list down to the 
vendors that meet your criteria. Submit your list of the marketing automation capabilities 
you’ve identified and set a timeframe for them to reply.
• Decide whether or not you need to engage in a formal RFI/RFP process. This is an 
individual preference but be sure to give the same list of capabilities to each vendor to 
facilitate comparison.
The most effective RFPs only request relevant information from the vendors and provide ample 
information about your business and its marketing automation needs. Let the vendor know how 
you plan to use marketing automation, including your high-level strategic goals and KPIs and 
how you will evaluate the success of your marketing automation efforts. Include details about 
timelines and the existing digital technology you have deployed.
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
The most effective 
RFPs only request 
relevant information 
from the vendors 
and provide ample 
information about 
your business 
and its marketing 
automation needs.
When written properly, an RFP will facilitate the sales process and ensure that everyone involved 
on both sides come to a shared understanding of the purpose, requirements, scope, and 
structure of the intended purchase. From the RFP responses, you should be able to narrow your 
list down to three or four platforms that you’ll want to demo. 
Step Three: Scheduling the demo 
Set up demos with your short list of vendors within a relatively short timeframe after receiving 
the RFP responses to help make relevant comparisons. Make sure that all potential internal 
users are on the demo call, and pay attention to the following:
• How easy is the platform to use?
• Does the vendor seem to understand our business and our marketing needs?
• Are they showing us our “must-have” features?
• If we ask a specific question, can they demonstrate the answer on the call?
Other questions to ask each vendor include: 
• How easy is it to integrate this software into my organization?
• What is the onboarding process?
• How long does implementation take?
• What kind of support and training are included in the base price?
• What does your partner and developer community look like?
• How do I maximize adoption in my organization?
• Will we have a dedicated account rep available to us?
• Do current customers utilize the full functionality?
• What new features are you focusing on for the coming year?
• Can we do a test run for a few days on our own (i.e., a free trial)?
• How do you protect and secure customer data? Do you have a roadmap for what you 
would do in the event of a hack?
Don’t hesitate to ask for a demonstration of the specific capabilities that you have identified in 
your RFI/RFP. Consider requesting product demos showing basic tasks and demonstrating core 
reports such as:
• Create and edit a new email from scratch.
• Import and segment data.
• Base data management, cleansing and enrichment options.
• Create and edit a new landing page from scratch.
• Execute a simple campaign with an email, mailing list and landing page.
• See a report showing email opens, clickthroughs and landing page conversions.
• See a report showing web traffic and/or specific leads from an email campaign.
• ROI dashboards and reports at the organization and campaign levels.
• Campaign attribution options and capabilities.
This is an ongoing relationship; it’s important to feel that your questions are being answered. 
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Step Four: Check references, negotiate a contract 
Before deciding on a particular vendor, check out its online community and review sites, and 
speak with one or two customer references, preferably someone in a business similar to yours. 
The vendor should be able to supply you with
You can also ask around at conferences and networking events that you attend.
Use this opportunity to ask any additional questions, and to find out more about any questions 
that weren’t answered during the demo. Make sure that the person you’ve been referred to is 
someone who is a primary user of the platform. Consider also asking these basic questions:
• Why did you license a marketing automation platform?
• Did you migrate to this platform from another? If so, how was the conversion process?
• Why did you select this platform over others?
• How long did the system take to implement?
• Has this platform lived up to your expectations?
• Did you receive the level of support you needed?
• What CRM system is this platform integrated with? Are you pleased with that integration?
• Were there any surprises that you wish you’d known about beforehand?
• Where have you seen the most success? The biggest challenges?
• How are you measuring your own success?
• How responsive is customer service?
• Has there been any down time?
• What is the most useful, actionable (favorite) report the platform generates?
• What do you wish they did differently?
• Why would you recommend this platform?
• How responsive is customer service?
• Has there been any down time?
• What is the most useful, actionable (favorite) report the platform generates?
• What do you wish they did differently?
• Why would you recommend this platform? 
Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, 
be sure to get in writing a list of what technology and support are covered in the contract. Ask 
about what kinds of additional fees might come up. Are there charges for custom design, and, 
if so, how much? What is the hourly charge for engineering services, and is there a minimum? 
What partner organizations are available to install and integrate the platform? If you need to 
train a new hire mid-year, what will that cost? Obtaining the answers up front – and having 
them in writing – will ensure fewer surprises or additional costs down the road. 
Set up demos with 
your short list of 
vendors within a 
relatively short 
timeframe after 
receiving the RFP 
responses to help 
make relevant 
comparisons.
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MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Conclusion
With martech budgets under greater scrutiny in the current environment, marketing leaders 
are expected to be able to demonstrate ROI for any new technology investment. Marketing 
automation platforms are a critical part of the martech ecosystem for many businesses, offering 
numerous benefits by streamlining manual B2B marketing tasks, including lead management, 
email campaign development and landing page creation.
These platforms offer a wide range of advanced features, including AI-based predictive 
lead scoring and product recommendations, ABM and social media campaign integration. 
They also integrate seamlessly with many third-party CRM and other point solutions to 
offer extended capabilities. The key to ensuring ROI is to make sure the platform is easy to 
use and scale and is suited to your organization’s goals. Platform vendors offer extensive 
training programs, online communities and strategic consulting services to encourage more 
comprehensive platform use and create a higher return on marketing automation investments.
To identify the marketing automation platform vendor that is the right fit for your organization, 
it is imperative that you understand your current marketing processes, recognize where you 
need to improve and know how you will measure success. By performing your due diligence 
in researching and interviewing marketing automation vendors, your search can come to a 
successful conclusion and result in greater long-term ROI and business productivity.  n
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Acoustic
115 Perimeter Center Pl
The Terraces, Suite 700
Atlanta, GA 30346
T: (866) 820-5136
acoustic.com
Key customers
Wikipedia
TJX
Ticketmaster
MetLife
PayPal
USO 
Key executives
Dennis Self, CEO
Elmer Lai, CFO
Norman Guadagno, CMO
Jeff Lundal, CCO
Target customer
• B2B and B2C upper mid-market and enterprise marketing teams, supporting 
retailers, banks, insurance, e-commerce, education, travel, hospitality, media, 
manufacturing and entertainment.
Company overview
• 900 Employees
• Founded in 2019 after IBM Watson Marketing separated from IBM as a standalone 
company.
• Backed by Centerbridge Partners
• Acoustic powers thousands of marketing teams in more than 70 countries, sending 
more than 4 billion messages every week. 
Product overview
• Acoustic Campaign offers the following capabilities:
• Dynamic flowcharting enables marketers to quickly build multichannel digital 
campaigns (email, SMS, mobile push, social) with decision junctures and 
percentage-based splits that can fork to nine paths (not including the remainder 
path). Customer profile updates can be made directly from a campaign and 
current customer status is presented across an active program.
• Lead capture, nurturing and scoring models deliver high quality leads while 
decreasing customer acquisition costs.
• Email Insights previews 30 different email clients, including Gmail, Outlook 
and iPhone and Android platforms, and delivers reports such as geo-location 
(including city, state and country), average engagement time and preferred email 
client or device.
• Inbox Monitoring helps clients ensure maximum deliverability to Inboxes across 
providers and, thus, engagement.
• Mobile app messaging campaigns capture mobile insights in real time and drive 
personalized mobile experiences (push notifications and in-app messages) to 
each contact.
• SMS campaigns reach customers quickly with personalized, targeted messages.
• Social campaigns enable marketers to reach existing segments in social channels 
or to expand to reach new contacts that resemble existing profiles.
• Personalization helps marketers understand, capture and respond to customer 
preferences and behaviors.
• Budgeting and planning leverage marketing, CRM and finance systems to 
measure, track and optimize marketing performance.
• Artificial intelligence is used throughout the Acoustic Marketing Cloud. 
• Acoustic Campaign saves marketers time and helps them drive to insights quickly 
via natural language requests for analysis and results.
• Content Management to automatically apply metadata tags to digital marketing 
assets 
• Anomaly and struggle detection to optimize behavior on websites (landing 
pages) and in mobile apps.
• Preferred location feature allows marketers to leverage AI-determined personal 
locations (such as “home” and “work”) to communicate personalized messages 
and offers while maintaining customer privacy.
• Predictive weather events uses large datasets to build relative triggers that can 
personalize customer engagements.
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
• Acoustic powers digital experiences 
through a built-in CMS
• Marketers use the CMS to building 
landing pages, lead capture forms, 
and entire websites.
• The CMS is linked to Marketing 
Automation, so updates are synced 
across channels.
• All content leverages the built-in 
personalization engine to tailor 
content and offers to individual 
customers.
Lead management
• Campaign orchestration.
• Lead scoring.
• Contact scoring.
• Native CRM integrations.
• Account-based management.
• Audience segmentation and list 
management. 
• Distributed marketing.
• Inbound and outbound marketing. 
• Child-relational tables. 
• Field-level sync.
• Personalization.
• Dynamic content.
• Event-based triggers.
Data cleansing
• Customer profile build and 
management.
• Cross-channel identity resolution.
• Data governance and policy 
management.
• Privacy and security management.
• Data enhancement and enrichment. 
• Open connector to 3rd party 
applications.
• Data hygiene and cleansing. 
• Response history and promotion 
management. 
• Cross-channel consent management.
Channels upon which campaigns 
can be deployed
• Email, SMS, mobile spp push, social 
advertising, web, e-commerce, mobile 
messaging apps (WeChat, LINE), print 
& direct mail, contact center.
Collaboration
• Features: Roles and permissions, 
financial planning and budgeting, 
collaboration and resource alignment, 
marketing calendar, orgs/business 
unit framework for multiple brands, 
distributed marketing.
Analytics
• Campaign performance. 
• Channel specific performance.
• Cross-channel attribution.
• More than 80 out-of-the-box reports 
and dashboards.
• Custom reports and dashboards.
• Behavioral analytics.
• Session replay. 
• Heatmaps.
• Inbox Monitoring offers reports 
to manage and predict inbox 
deliverability.
• Segmentation and audience reporting. 
• Email Insights offers reports that 
provide email engagement insights.
• Excel add-in downloads all campaign-
related reporting and activity data.
• A/B/n multi-variant testing reports.
Data Privacy
• GDPR.
• CCPA.
• ISO/IEC 2700.
• SSAE-16 SOC Type II.
• Right of Erasure.
• Right of Access.
Integrations
• Integrates with CRM, web analytics, 
e-commerce and other marketing 
technology and advertising technology 
providers.
• Out-of-the-box integrations with 
Salesforce, Microsoft Dynamics 365, 
Magento, and Sugar CRM.
• APIs set available for customized CRM 
app development.
• Acoustic Exchange connects multiple 
applications in a marketing ecosystem 
through Acoustic’s pre-integrated 
Acoustic
115 Perimeter Center Pl
The Terraces, Suite 700
Atlanta, GA 30346
T: (866) 820-5136
acoustic.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Acoustic
115 Perimeter Center Pl
The Terraces, Suite 700
Atlanta, GA 30346
T: (866) 820-5136
acoustic.com
partner network across paid, owned 
and earned channels. Clients pay as 
the volume of events syndicated across 
solutions increases.
• The Acoustic Campaign partner 
network delivers complementary 
agencies, partner offerings, and 
supporting services.
Pricing and support
• Annual contract is required.
• Free trial is available. 
• Pricing is typically based on the size of 
the customer database for B2B clients 
or the number of messages sent (email, 
mobile push, SMS, etc.) for B2C clients.
• The majority of Acoustic Campaign 
contracts are 12/24-month terms.
• 24/7 email and phone support included 
for all customers; an online support 
portal is also available. Some receive a 
dedicated customer success manager. 
• Onboarding support is standard across 
all Acoustic customers.
• Experienced services organization 
provides technical integrations and 
strategic services.
• Web-based training is available and 
custom, on-site training is offered for an
• additional fee.
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Target customer 
• Mid-market and enterprise businesses.
Company overview 
• Founded in 2007. 
• 1,000+ employees. 
• Acquia was acquired by Vista Equity Partners in September 2019. 
• Acquia acquired Cohesion in September 2019. 
• Acquia acquired AgilOne in December 2019. 
• Acquia acquired Mautic in May 2019. 
• Offices: Boston, MA (HQ), Portland, OR, Santa Clara, CA, Toronto, Canada, Brighton, 
United Kingdom, Reading, United Kingdom, Munich, Germany, Paris, France, Sydney, 
Australia, Tokyo, Japan, Pune, India.
Product overview 
• Acquia Campaign Studio (formerly Mautic) is a customer journey orchestration 
solution that allows brands to align their digital strategies, create, orchestrate and 
deliver exceptional customer experiences across all channels.
• Offers a drag-and-drop interface that allows marketers to orchestrate the customer 
journey by defining different journeys that respond to what customers are doing in 
real-time. This includes cross-channel, multi-touch and multi-wave campaigns. 
• Marketers can build individually personalized content quickly through a drag-and-
drop Email Builder, from scratch or from a template, execute and monitor all aspects 
of their campaign directly; helping boost engagement, loyalty and customer lifetime 
value.
Channels on which campaigns can be conducted
• With Acquia Campaign Studio, organizations can onboard any channel and 
orchestrate seamless, one-to-one customer experiences everywhere. This includes 
email, SMS, push notifications, landing pages, web push & personalization, social 
media, ad tech, direct mail, and emerging channels like voice, IoT & digital signage. 
• Marketers can develop engaging, responsive content for any medium through an 
intuitive drag & drop interface, with HTML, or with partners and agencies. Start 
with a template or build it for a seamless experience from start to finish. 
• Individually personalize messages across channels in the context of every customer’s 
journey, using customer profile and real-time engagement data to deliver relevant 
content to individuals via email and your website.
Collaboration 
• Manage multiple teams: Campaign Factory lets users work across regions and 
business units to provide an experience that feels unified at every touchpoint. 
Acquia
53 State Street 10th Floor 
Boston MA 02109 
T: 844–373–2128
acquia.com
Key customers 
Shake Shack 
Lids
ParkNow 
Applause
Key executives 
Mike Sullivan, CEO 
Dries Buytaert,  
Co-Founder and CTO 
Chris Andersen, CFO 
Lynne Capozzi, CMO
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Analytics & Reporting 
• Acquia Campaign Studio offers 
detailed analytics and reporting 
capabilities, from quick-view 
dashboards personalized by user to 
deep dive read-outs on the real-time 
performance of any campaign or 
individual marketing element (e.g. 
email, landing page, form, etc.). 
• Journey Analytics and Optimization: 
Users can receive real-time insights and 
testing and adjust on the fly to deliver 
the most compelling experiences for 
every individual at any given moment, 
in any given channel.
Integrations 
• Natively integrated with Acquia 
Marketing Cloud, which enables 
marketers to:
• Use deep, real-time insights from 
Acquia CDP to create relevant 
and impactful cross-channel 
experiences that maximize 
marketing ROI. 
• Leverage the 360 Profile to build 
and personalize campaigns in 
Acquia Campaign Studio, including 
machine learning-based segments 
and offline transaction data.
• Interaction data such as email 
sends, opens, clicks, and any other 
subscribed events from. Acquia 
Campaign Studio is unified at the 
customer level into Acquia CDP’s 
unified profile.
• Organize customer profiles into 
any customized segment, category, 
or tag that aligns with a marketing 
mission, strategy, or program. 
• Acquia Marketing Cloud provides 
real-time integrations to third-party 
systems via plug-ins, connector-
based, template-based, and custom 
integrations to support inbound and 
outbound data flow, 
Data security 
• Acquia Campaign Studio enables 
customers to be fully compliant with 
GDPR, CASL and has received EU 
Privacy Shield certification. 
Pricing
• Pricing not disclosed. 
Acquia
53 State Street 10th Floor 
Boston MA 02109 
T: 844–373–2128
acquia.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Act-On Software
121 SW Morrison St.,  
Suite 1600 
Portland, OR  97204 
T: (877) 530-1555 
act-on.com
Target customer
• Emerging growth and mid-market B2B & B2C companies seeking a highly 
configurable and powerful marketing automation platform, growth marketers looking 
to extend marketing performance across customer experiences, and buyers in a 
variety of industries that include business and financial services, manufacturing, 
higher education, insurance and technology.
Company overview
• 200 Employees.
• Founded in 2008.
• Raised a total of $74M in venture funding.
• Act-On is the only independent and marketing-focused automation vendor in the 
market. The company’s solution is built by and for growth marketers, with customer 
campaigns, programs, strategies, and ambitions defining its priorities. 
• Offices in Portland, OR and Reading, U.K.
Product overview
• Offers a highly configurable platform that sets users up for success and adapts as 
their business needs evolve.
• Delivers intuitive inbound and outbound multichannel marketing, contact capture, 
scoring, segmentation, targeting and lead nurturing.  
• Open ecosystem for simple integration of the technology stack, with native CRM 
integrations for Salesforce, Microsoft Dynamics, Sugar CRM, and NetSuite.
• Designed to empower growth marketers to deliver consistent customer experiences, 
drive product adoption and advocacy.
Lead management
• Act-On says its customers enjoy the best email deliverability rates in the industry. 
It also offers deep integrations with event planning solutions and SMS messaging 
directly from within the product. 
• Built-in email, landing page, and form templates and design features allow customers 
to brand and personalize communications and the nurture program builder is 
exceptionally intuitive and powerful.
• Account-based marketing, transactional emailing, social media engagement and 
connections with virtually any marketing technology enables a broad range of 
marketing features for managing and nurturing leads.  
Channels upon which campaigns can be deployed
• Act-On enables multi-channel marketing through:
• Promotional and transactional emailing, 
• SMS messaging, 
• Landing pages, 
• Forms, 
• SEO tools, 
• Social media, 
• ABM, and 
• Event marketing.
Key customers 
RLH
Sharp
RSA Canada
Avery Dennison
Simpleview
Oregon State University 
Foundation
Key executives 
Kate Johnson, CEO
Bill Pierznik, COO
Brian Gaffney, SVP,  
Worldwide Sales
David Greenberg, SVP, 
Marketing
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Analytics
• Engagement Insights offers a 
templated approach using Google 
Sheets and Excel to provide real-time 
insight into engagement, shareable 
across the organization without manual 
configuration and customization.
• Data Studio visualizes and exports data 
to business intelligence (BI) tools.
• Standard reports track site visitor 
activity, including time on site and 
pages viewed, top referring sites, email 
responses, webinar attendance, landing 
page visits and forms submitted.
• Funnel reports allow users to define 
funnels based on business process, 
track prospects through conversions, 
measure overall flow and velocity 
through the funnel and compare results 
across time periods.
• Website Prospector tracks and scores 
visitor behaviors prior to capturing 
contact data, to enable richer contact 
profiling
Data Privacy
• Compliant with GDPR and CCPA. 
Integrations
• Native CRM integrations with 
Salesforce, Microsoft Dynamics 365, 
Sugar CRM, Pipeliner CRM, and 
NetSuite.
• Out-of-the-box integration with Zoom 
Webinars, WebEx and GoToWebinar. 
• Act-On Anywhere provides email 
templates and Act-On tracking 
capabilities from Gmail and Outlook 
inboxes.
• Open APIs available for additional app 
development and integration, including 
Silver status with Zapier.
Pricing and support
• Annual contract is required.
• No free trial is available.
• Act-On pricing is based on active 
contacts, not database size. This allows 
customers to pay for engagement with 
active contacts, rather than lists and 
junk data.
• Two pricing tiers: Professional and 
Enterprise.
• Professional starts at $900/month
• Enterprise starts at $2,000/month
• Act-On services and support packages 
are designed to address and adapt 
to business’ unique marketing goals. 
Support packages include live, in-
person phone support, quarterly 
success reviews and business check-
ins. Support team enjoys a CSAT score 
above 98%. 
• Fast Track Onboarding is $5,000.
• There are three support packages:
• Silver is standard and included. 
• Gold ($6,000) includes a dedicated 
support manager. 
• Platinum ($15,000) includes a 
dedicated support manager and a 
customer success manager.
• Product bootcamp training is offered.
Act-On Software
121 SW Morrison St.,  
Suite 1600 
Portland, OR  97204 
T: (877) 530-1555 
act-on.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
HubSpot
25 First St., 2nd Floor
Cambridge
MA 02141
T: 888-482-7768
hubspot.com
Target customer
B2B and B2C customers, mostly mid-market and scaling SMBs.
Company overview
• 4000 Employees.
• Founded in 2006.
• Publicly traded (NYSE: HUBS).
• In December 2020, HubSpot committed to putting $20M into social impact investing, 
with an eye toward helping “dismantle systemic racism through meaningful, long-
term change.”
• European headquarters in Dublin; Asia-Pacific headquarters in Singapore; Latin 
America headquarters in Bogotá, Colombia.
• Additional offices in Berlin, Germany; Sydney, Australia; Tokyo, Japan; and
• Portsmouth, NH.
• HubSpot is a customer relationship management (CRM) platform that provides 
software and support to help businesses grow better. The platform includes 
marketing, sales, service, and website management products that start free and scale 
to meet customers’ needs at any stage of growth.
Product overview
• The HubSpot Growth Platform is a full software stack for marketing, sales and 
customer success, with a free CRM at its core. The platform components are:
• HubSpot Marketing Hub: Includes tools for lead capture and management, 
scoring, nurturing, analytics, A/B testing, blogging, content management, social 
monitoring and publishing, email marketing and paid advertising. Offers rules-
based or predictive lead scoring for any data point including email and website 
actions, social media metrics and form captures.Scoring systems can be tested as 
well as segmented in a customer’s database.Additional functionality includes the 
ability to trigger campaigns, profile and lead scoring changes, and notifications 
when particular prospect behaviors occur.
• HubSpot Sales Hub: Sales productivity software for sales teams at growing 
businesses. The software includes email tracking from the user’s inbox, 
notifications when leads view site pages, and in-line information on competitor 
sites and emails users receive. Can be used to schedule emails and follow-ups 
from within the user’s inbox.
• HubSpot Service Hub: A service tool for growing businesses that want to 
prioritize the needs of the customer. Tools include a unified inbox called 
Conversations, knowledge base tools, and customer feedback measures.
• HubSpot CRM: A CRM and growth tool for businesses who are just starting to 
formalize their sales process. Helps align sales teams and supports business 
growth by organizing details about an organization’s contacts, companies, sales 
process and customers in one place.
• HubSpot CMS: Uses a personalization engine to customize the website 
experience for each visitor. Includes free one-click SSL, as well as a web 
application firewall for added security.
• Mobile app provides platform access for both iPhone and Android users.
• Data is stored in the cloud
Key customers 
SurveyMonkey
Classpass 
DoorDash 
Airstream
Care.com
Randstad
Key executives 
Brian Halligan, 
Co-founder and CEO
Dharmesh Shah,  
Co-founder and CTO
Yamini Rangan,  
Chief Customer Officer
Kipp Bodnar, CMO
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Channels upon which campaigns 
can be deployed
• Blogs, websites.
• Email.
• Paid media campaigns.  
• Social media management through 
Social Inbox, an included social media 
publishing and monitoring tool.
• Highlights an individual’s lifecycle 
stage with a color-coded interface 
that links directly with HubSpot’s 
other tools for follow-up and 
internal communication on social 
media alerts.
• Users can schedule and publish 
posts to Twitter, Facebook, 
LinkedIn from one or multiple 
accounts.
• Tweets are categorized (customer, 
prospect or active opportunity) 
and then trigger alerts for sales, 
marketing or customer service.
Analytics
• Reports track channel performance, 
conversion assists, time-to-completion
• and reverse funnel analysis.
• Users can benchmark traffic, conversion 
and inbound links for up to 10
• competitors.
• ROI tracked via multiple sources such 
as organic and paid search, referrals,
• social media, email marketing, direct 
traffic and other campaigns.
• Monthly reports are delivered 
automatically and can be customized.
• A reporting add-on provides 
customizable dynamic dashboards for
• both sales and marketing.
Data Privacy
• HubSpot is GDPR compliant. 
Integrations
• Runs a partner program featuring a 
vibrant ecosystem of certified non-
HubSpot tools that complement and 
integrate with HubSpot. It features over 
500 powerful integrations, with several 
new partners joining each month.
Pricing and support
• Annual contract required. 
• Free trial available. 
• Pricing is based on the number of 
contacts you plan to market to, with a 
variety of plans, including: 
• Starter: Starts at 1,000 marketing 
contacts for at $45/month
• Professional: Starts at 2,000 
marketing contacts for $800/month
• Enterprise: Starts at 10,000 
marketing contacts for $3200/
month
• Email, phone and Twitter support are 
included in pricing. Phone support 
available 7am to 8pm EST.
• HubSpot Academy is a free marketing 
how-to site offering customers guides, 
webinars, brainstorming worksheets 
and inbound certification courses.
HubSpot
25 First St., 2nd Floor
Cambridge
MA 02141
T: 888-482-7768
hubspot.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Keap 
1260 South Spectrum Blvd.
 Chandler, AZ  85286 
T: 866-800-0004 
keap.com
Target customer
• Small businesses with two to 25 employees.
Company overview
• Founded in 2001. 
• 400 employees. 
• Raised more than $140M in venture funding. 
•  Investors include Bain Capital Ventures, Goldman Sachs, Signal Peak Ventures, and 
Mohr Davidow Ventures
• $100M+ annual revenue.
Product overview
• Keap centralizes customer information in a suite of tools including: 
• CRM.
• Sales automation.
• Marketing automation.
• E-commerce.
• Payments.
• Analytics.
• Mobile solutions.
Lead Management
• Contact management.
• Contact segmentation (tags).
• Saved searches, filters, and contact lists.
• Tasks.
• Web forms.
• Landing pages.
• Company records.
• Lead scoring.
• Customizable dashboard.
• Pipeline management.
•  Advanced Automation.
•  Easy Automation Builder.
Data cleansing
• Automated list management for email engagement monitoring.
• Data migration services.
• List hygiene services.
Key customers
The Bestseller Academy
Skillastics
Artist Management Services
Magic Evan
Brooklyn Music Factory
Advocates 4 Angels
Key executives
Clate Mask, Co-founder and 
CEO 
Scott Martineau, Co-founder 
and Chief Marketing Officer
Kaja Jezycki Chief People & 
Operations Officer, General 
Counsel
Rajesh Bhatia,  
Chief Technology Officer
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Marketing channels
• Email, SMS, phone, affiliates.
Collaboration and/or task 
management
• Automated reminders, task 
management, workflow management, 
invoices, billing and payments 
management, appointment scheduling, 
order forms.
• Gmail and Outlook Syncs.
Reporting and analytics
• Marketing Reports
• Conversions by sales stage, lead 
source, and other criteria.
• Form completion, email open 
rates, and click-throughs.
• Marketing and campaign 
performance.
• Contact action.
• Sales Reports
• Revenue by a lead source, contact 
interests, products, and other 
criteria.
• Activity history and sales generated 
by each rep on the team.
• Projected revenue based on 
current efforts.
• Activity and revenue from referrals.
• Custom opportunity reports by 
owner, sales stage, and activity.
• Order and Billing Reports
• Sales, receivables, payments, 
credits, and subscription revenue.
• Income by lead source, product, or 
invoice.
• Customer lifetime value.
• Orders, failed credit card, and 
unpaid invoices.
• Admin Reports
• User logins, leads added, contacts 
added, and updates.
• All tasks by user, type, due date, 
completion status, and associated 
notes.
Data privacy and security
• PCI DSS.
• Third-party data center providers must 
have recently completed a Service 
Organization Controls (SOC) 2 Type II 
audit.
•  Two-factor security authentication
Third-party software integration
• Keap Marketplace includes 250 small 
business service and technology 
ecosystem partners, apps, integrations, 
content, and pre-built marketing 
campaigns.
Developer programs and tools
• The Keap Developer Community 
provides information on available APIs.
• PartnerEdition lets certified partners 
and developers create and deploy 
campaigns to their own customers’ 
apps.
• Keap Marketplace lets anyone share 
or sell re-usable solutions  to Keap 
customers in an online marketplace.
 
Pricing and support
• Keap product lineup includes:
• Keap Grow: $79/month (+expert 
coaching)
• Keap Pro: $149/month (+expert 
coaching)
• Infusionsoft by Keap: $199/month 
(+expert coaching)
• Free trial available. 
• Support is included with every 
subscription and is available via live 
chat 24/7 or via phone during regular 
business hours in the U.S., U.K., and 
Australia. 
• Expert Coaching is an individually 
tailored consultative service. 
Keap 
1260 South Spectrum Blvd.
 Chandler, AZ  85286 
T: 866-800-0004 
keap.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Target customer
• Fortune 100 companies. Most customers are small businesses, particularly in the 
commerce and technology industries.
Company overview
• 1200 Employees.
• Founded in 2001.
• Privately owned. No VC funding.
• Mailchimp is the trading name of its operator, Rocket Science Group.
• Headquarted in Atlanta, GA with additional offices in Brooklyn, NY, Oakland, CA, 
Santa Monica, CA and Vancouver, BC, Canada.
Product overview
• All-in-one marketing platform for businesses with an emphasis on growth marketing. 
• Facebook, Google, Instagram (organic social posting, ads, remarketing).
• Postcards.
• Automations. 
• CRM. 
• Email. 
• Shoppable landing pages. 
• Websites.
• Domains.
• Reporting and analytics.
• Signup forms.
• Behavioral targeting.
• Creative assistant.
• Dynamic content.
• Subject line helper.
• Customer journeys.
• Surveys.
• Smart recommendations.
Lead management
• Lead generation and nurturing.
• Analytics
  Behavioral targeting
  Segmentation
  Predicted demographics
  Tags & contact profiles
• Campaigns
  Email.
  Landing pages.
  Signup forms.
  Postcards.
  Ads.
• Facebook ads.
• Instagram ads.
• Landing pages.
• Google remarketing ads.
Key customers
Dollar Shave Club 
GitHub 
Magnolia Market 
Chronicle Books
TEDTalks
UrbanSitter
Key executives
Ben Chestnut,  
Co-founder and CEO
Dan Kurzius, Co-founder
Tom Klein,  
Chief Marketing Officer
Carine Roman,  
Chief Customer Officer
Mailchimp
675 Ponce de Leon Ave. NE
Suite 5000
Atlanta, GA 30308 
Mailchimp.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
  Organic social posting.
• Smart features:
  Address finder.
  Lookalike audience finder 
(ads and postcards).
• Lead management.
• Audience dashboard.
• Archive contacts. 
Channels upon which campaigns 
can be deployed
• Mailchimp provides marketing tools for: 
Email, Facebook ads, Instagram ads, 
Landing pages, Google remarketing 
ads, sign-up forms, postcards, customer 
relationship management, websites, 
organic social posting. 
Collaboration
• Integrations give users the option to 
connect the collaboration and task 
management tools of their choice to 
the Mailchimp account. 
Analytics
• Mailchimp’s advanced analytics 
monitors real-time marketing data 
across channels and provides growth, 
engagement, and revenue reports for 
users. 
• Campaign reports analyze clicks, 
opens, and revenue.
Data privacy
• Mailchimp’s legal team partners with 
developers and engineers to make 
sure Mailchimp’s products and features 
comply with applicable international 
spam and privacy laws.
• Retains a law firm in the UK to consult 
on EU privacy issues.
• Undergoes annual verification with a 
U.S. based, third-party compliance 
reviewer under the Privacy Shield 
verification program, and it has certified 
compliance with the EU-U.S./Swiss-U.S. 
Privacy Shield Frameworks.
• Member of the ANA, ESPC, OTA, and 
MAAWG.
• Mailchimp corporate attorneys and legal 
compliance manager are active members 
of the International Association of Privacy 
Professionals (IAPP) and collectively hold 
the certifications of CIPP/US, CIPP/G, and 
CIPP/E.
Integrations
• Shoppable landing pages through a 
partnership with Square.
• Buy Button on websites and landing 
pages through partnership with Stripe
• Native integration through connected 
sites with Shopsync, WooCommerce, 
BigCommerce, Magento, Magento 
2, PrestaShop, Big Cartel, Drupal 
Commerce, Miva, and Ubercart. 
• Marketplace access to hundreds of 
third-party apps and web services. 
• Custom integrations through API with 
Google Analytics, EA Pro Reports, Glew 
Ecommerce Analytics, and Power BI.
• The Mailchimp API is designed to 
help create custom solutions or 
integrate with RESTful APIs. The REST 
architectural style is an integral part of 
API 3.0. Developers use Mailchimp API 
3.0 to sync email activity and campaign 
stats with their databases, manage 
audiences, view and control automation 
workflows, and test calls and endpoints 
before pushing to production.
Pricing and support
• No annual contract required.
• Free trial is available.
• Mailchimp offers tiered pricing based 
on number of subscribers and emails 
sent per month. 
• Free Plan
• Essentials Plan starts at $9.99/
month.
• Standard Plan starts at $14.99/
month.
• Premium Plan starts at $299/month.
• No consultative or integration services 
offered directly by Mailchimp, but the 
company has a network of experts who 
collaborate with small business owners 
to assist with marketing, development, 
and design projects.
Mailchimp
675 Ponce de Leon Ave. NE
Suite 5000
Atlanta, GA 30308 
Mailchimp.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Marketo (an Adobe Company)
345 Park Avenue
San Jose, CA  95110 
T: 408-536-6000
adobe.com
Target customer
• SMB to enterprise-level B2B marketers and some B2C considered-purchase 
marketers in a variety of industries, including technology, business services, 
healthcare, financial services, education, manufacturing, and telco.
Company overview
• Parent company Adobe founded in 1982. 
• 22,634 employees. 
• More than 13,000 customers around the world. 
• Marketo acquired by Adobe in October 2018. 
• More than 50 Adobe offices around the world including in San Jose, San Francisco, 
Lehi (Utah), Seattle, Atlanta, Denver, Portland, Dublin, London, Paris, Tel Aviv, Tokyo 
and Sydney.
• Annual revenue of $11.171 billion in FY2019.
Product overview
• Cloud-based Marketo Engage features 10 major capabilities for: 
• Marketing automation to create, automate, and measure campaigns across 
channels.
• Account insights and profiling to identify the right target accounts using data and 
AI.
• Email to engage customers with relevant conversations in minutes.
• Mobile to communicate with customers using mobile devices.
• Social integration to identify potential and current customers.
• Targeted, personalized display ads.
• Dynamic interactions with customers on a web site.
• Marketing analytics to prove and improve business impact.
• Predictive content.
• Marketo Sales Connect to coordinate sales and marketing.
Capabilities
• Lead Management
• Marketo Engage:
  Provides landing pages and progressive forms. 
  Users can develop and qualify potential buyers with personalized nurturing 
campaigns and scoring capabilities. 
  Prioritize the best leads with quality and urgency ratings. 
  Integrations with Salesforce, Microsoft Dynamics, SAP, and other CRM 
systems to increase lead management effectiveness. 
Data cleansing
• Marketo Engage natively performs basic data cleansing. 
• Data deduplication feature finds and merges duplicate users in the database. 
• Users can set up automated workflows for data normalization.
• More advanced data deduplication and data cleansing enabled through turnkey 
integrations with a number of LaunchPoint partners, including RingLead, 
ReachForce, StrikeIron, and CRMFusion. 
Key customers
CenturyLink 
Charles Schwab
GE Panasonic 
RingCentral 
Roche
Key Executives
Shantanu Narayan,  
Chairman, President and CEO, 
Adobe
Aseem Chandra,  
Digital Experience SVP Product 
Marketing, Adobe
Suresh Vittal, Digital Experience 
VP of Product & Technology, 
Adobe 
Brian Glover, Director,  
Marketo Engage Product 
Marketing, Adobe 
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Marketing channels
• Email.
• Mobile push notifications and in-app 
messages.
• Direct mail.
• Social media.
• Digital advertising.
• Web sites.  
• E-commerce sites.
• Webinar and conference services.
• Video/interactive applications.
• Tradeshows, seminars, and events. 
Collaboration and/or task 
management
• Task management included natively 
from within the application Command 
Center or from the Tasks section of the 
Live Feed. 
• Tasks can also be managed from within 
CRM systems. 
Reporting and analytics
• ROI reports include multi-touch 
attribution and aggregate impact of 
marketing on the revenue cycle over 
time, including conversion rates plus 
flow and velocity through the funnel. 
• Executive dashboards feature revenue 
cycle analytics identifying real-time 
metrics and trends. 
• Bizible by Marketo offers complete 
attribution across every marketing 
and sales touchpoint, a variety of 
attribution models, and connectors 
to paid media channels. 
• Performance Insights identifies 
programs and channels that deliver 
the highest marketing ROI.
• Success Path Analyzer monitors key 
performance metrics for each stage 
of the customer journey.
• Revenue Modeler defines customer 
journey stages and monitors how 
potential customers move through 
the funnel. 
• Advanced Report Builder features a 
pivot-table UI for ad hoc reporting on 
channel and campaign performance, 
including attribution and ROI. 
• Opportunity Influence Analyzer 
demonstrates cross-channel 
marketing activities that influence 
deals to understand each marketing 
touchpoint’s influence.
Data privacy and security
• SOC 2-Type 2.
• GDPR.
• CCPA.
• HIPAA. 
• ISO 27001 certified. 
Third-party software integration
• Native integration with Microsoft 
Dynamics 365, Salesforce, and SAP 
C4C. 
• Supports two-way synchronization. 
• With CRM credentials, custom 
objects and fields can be synched 
automatically. 
• Additions/deletions to CRM 
framework such as fields or objects 
are automatically updated in 
Marketo. 
• Turn-key integrations available for 
Oracle NetSuite, SugarCRM, and Zoho. 
• Partner ecosystem of data integrators 
and digital agencies includes Accenture 
Digital, Deloitte Digital, DigitasLBi, 
Informatica, Mulesoft, Talend, and 
Software AG. 
• LaunchPoint app marketplace includes 
550 marketing apps and services 
covering analytics, content marketing, 
events, mobile marketing, social media, 
video, sales tools, and digital marketing 
and advertising. 
• Additional integrations available 
through Webhooks, SOAP, and REST 
APIs.
Developer programs and tools
• Developer program provides access 
to documentation around the Marketo 
API. 
• Getting Started.
• REST API.
• Lead Tracking (through Munchkin 
code).
• Webhooks.
• Web personalization.
Marketo (an Adobe Company)
345 Park Avenue
San Jose, CA  95110 
T: 408-536-6000
adobe.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
• Marketo Mobile Engagement 
(MME).
• Email scripting.
• Client Libraries. 
Pricing and support
• Pricing based on the size of the 
marketing database, plus any 
additional infrastructure requested, 
such as advanced security, high volume 
APIs, high volume email infrastructure, 
or advanced database features. 
• Annual contract required.
• No free trial available. 
• Five pre-built bundles for the 
Email Marketing, Account-Based 
Marketing, Consumer Marketing, Lead 
Management and Customer Base 
Marketing solutions. 
• All solutions include Marketo 
Engagement Platform, which 
helps marketers build customer 
relationships by enabling 
personalized interactions. 
• Any product/module not packaged 
in the solution can be purchased as 
an add-on. 
• Products/modules are typically priced 
on a single scaling factor, such as 
database size, number of marketing 
users, number of mobile activities, or 
number of web site visitors. 
• All Marketo subscriptions include 
access to customer success managers.
• All customers receive 24/7 web portal 
support. 
• Global phone support is available with 
paid support options. 
• Professional services packages are 
available for implementation and 
consulting services.
• Premium-priced support services 
include access to named support 
professionals, accelerated service-level 
response, and sessions for proactive 
mentoring and business review.
Marketo (an Adobe Company)
345 Park Avenue
San Jose, CA  95110 
T: 408-536-6000
adobe.com
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Target audience
• B2B or B2B2C organizations that are enterprise, mid-market or small businesses that 
require nurturing / lead scoring for large considered purchases or long sales cycles.
• Sales and/or marketing departments who are looking to align internally and 
personalize the digital customer experience. 
• Industries include, but are not limited to: High tech, manufacturing, financial services 
and insurance, travel and transportation, consumer packaged goods, and media and 
communication. 
Company overview
• Founded in 1977.
• 135,000 employees. 
• Publicly traded (NYSE: ORCL).
• Oracle acquired Eloqua in December 2012. 
• Oracle offers suites of integrated applications plus secure, autonomous infrastructure 
in the Oracle Cloud. 
Product Overview
• Oracle Eloqua is a marketing automation solution for cross-channel campaign 
orchestration that nurtures leads across each stage of the buying process using best-
in-class applications to drive sales with: 
• Campaign orchestration to create dynamic campaigns that intrigue buyers and 
adapt the multi-touch experience based on a buyer’s real-time activities.
• Targeting and segmentation capabilities that allow users to create rich customer 
profiles and target the right individuals with the most relevant information 
throughout the sales cycle. 
• Lead management capabilities that are customizable and leverage key data 
points while driving high-quality leads.
• Sales and marketing alignment with unified buyer intelligence to identify, 
prioritize, and track high-valued opportunities and top-tier accounts across the 
sales cycle. 
• Data management and activation that allow marketers to take the next best 
action with a contact based on real-time digital behaviors.
• Asset management for design and re-purposing compelling emails, landing 
pages and content blocks that engage customers and efficiently manage assets 
across teams and campaigns. 
• Marketing measurement and insights through flexible and powerful out-of-the-
box reporting and detailed dashboards.
• Advanced intelligence capabilities that apply data science to observed 
behaviors and adapt experiences to the learned preferences of each individual.
Lead management
• Oracle Eloqua’s lead management capabilities enable marketers to leverage relevant 
data for powerful real-time automated lead scoring and routing across multiple 
campaigns and business lines. 
• Oracle Eloqua’s native capabilities give marketers the ability to implement an ABM 
strategy. As marketers develop their ABM strategy they can use Eloqua to better 
understand and identify accounts, expand their footprint within those accounts, 
engage relevantly with the right stakeholders and grow advocates for repeat sales.
Oracle Eloqua 
2300 Oracle Way
Austin, TX 78741
T: 737-867-1000
www.oracle.com/cx/marketing/
automation 
Key customers 
DocuSign
Panasonic 
Mack Trucks
Movember 
Kansas City Chiefs
Tampa Bay Lightning
Key executives
Rob Tarkoff, EVP, Oracle 
Advertising and Customer 
Experience
Nate Skinner, SVP, Marketing, 
Oracle Advertising and 
Customer Experience
Shashi Seth, SVP, Oracle 
Marketing
Holly Simmons, VP, Product 
Management, Oracle Marketing
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Vendor profiles
MAR TECH INTELLIGENCE REPOR T:
B2B Marketing Automation Platforms: A Marketer’s Guide
Data cleansing/normalization
• Oracle Eloqua’s data management 
capabilities allow for data 
deduplication, normalization, and 
augmentation to keep data clean and 
updated. Eloqua enables integration 
with dozens of third parties to complete 
account and contact data ensuring it’s 
up to date in the system.
Marketing channels
• Oracle Eloqua enables marketers 
to create optimized, personalized 
campaigns across email, display search, 
web, video and mobile.
Collaboration and/or task 
management
• Oracle Eloqua’s asset creation and 
management capabilities give marketers 
the ability to create compelling emails, 
landing pages, and forms, and manage 
those assets across their lifecycle. With 
re-usable content blocks in the landing 
page and email editors, marketers can 
recycle marketing and brand-approved 
elements to power their scaled content 
needs. Managers & Admins simply 
create approved content blocks, and 
using permission settings, they can 
restrict who can edit and what can be 
edited for each block.
• Oracle Eloqua’s Program Canvas powers 
lead management, including lead routing 
and lead scoring. Program “Listener 
Steps” can decision-on changes in 
contact information such as lead score, 
and take different actions based on 
whether the lead exists already in the 
CRM, including updating the lead score, 
creating the lead in the CRM and routing 
the lead to Sales with a task to offer a 
Demo. The Program Canvas not only 
manages tasks to routes leads, but also 
enables marketers to create the lead 
scoring models that will manage the 
criteria that qualify a lead. This automates 
the task of qualifying leads based on 
Sales input regarding the leads they want 
to follow-up with or track closely. 
Reporting and analytics
• Oracle Eloqua’s marketing 
measurement capabilities bring 
powerful out-of-the-box and custom 
analytics and reporting, powered by 
Oracle Business Intelligence, to help 
marketers accurately track and measure 
business impact. 
• Eloqua’s Account Engagement 
Dashboard enables marketers to 
identify, target and grow the most 
engaged accounts, with insights 
into products of interest and level of 
account engagement. 
• Closed-Loop Reporting lets marketing 
teams see how sales opportunity 
revenue is attributed to marketing 
campaigns, enabling users to analyze 
overall campaign revenue performance 
(ROI) to identify the best and worst-
performing campaigns.
Data privacy and security
• Oracle has adopted processes 
and practices to align with privacy 
regulations, including GDPR 
requirements.
Third-party software integrations
• Oracle Eloqua supports native bi-
directional integrations with Oracle 
Sales, Oracle CRM On Demand, 
Salesforce, and Microsoft Dynamics 
365. Additional integrations are 
available through a partner or Oracle 
Integration Cloud Service for NetSuite, 
SugarCRM, SAP CRM and Infor. In 
addition, REST API is available to 
integrate with other enterprise systems 
such as ERP, content management and 
data warehouses.
• The Oracle AppCloud provides access 
to 500-plus app partners with over 
700 integrations, including LinkedIn 
Sales Navigator, Microsoft Outlook for 
Sales Tools, WeChat, AddThis, Cvent, 
Certain, Demandbase, Lattice, WebEx, 
GoToWebinar, CloudWords, Pinterest, 
LookBook HQ, SnapApp and LinkedIn.
Oracle Eloqua 
2300 Oracle Way
Austin, TX 78741
T: 737-867-1000
www.oracle.com/cx/marketing/
automation