Although email marketing continues to be a core capability for B2B marketing automation platforms, the market is rapidly evolving from an email marketing focus to integrated marketing functionality that provides multichannel data collection and storage, campaign development and execution, and ROI analysis and reporting. Ultimately, the goal is to provide marketers with the ability to build, track and manage digital campaigns, and to monitor the flow of leads.
Virtually every marketing automation platform provides three core capabilities: email marketing, website visitor tracking and a central marketing database. From there, vendors begin to differentiate by providing additional tools — which may be included in the base price or premium-priced — that offer advanced functionality.
This MarTech Intelligence report compares 14 leading B2B marketing automation platform vendors and includes information on pricing, capabilities comparisons and recommended steps for evaluating and purchasing.
If you are a B2B marketer looking to adopt a marketing automation software platform, visit Digital Marketing Depot to download “B2B Marketing Automation Platforms: A Marketer’s Guide.”
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