Executive Summary

If customer experience (CX) strategy is the fuel for the modern enterprise growth engine, marketing automation is the tool intended to power engagement. For the business-to-business (B2B) enterprise, this involves a complex array of customers, influencers, and accounts consuming content and sparking experiences across both digital and in-person touch points. To manage this complex web of engagement, marketers are looking for solutions that satisfy three key demands: a call to understand, a call to act, and a call to measure. This report reviews the primary market-drivers shifting and changing the landscape of B2B enterprise; B2B marketing; and the platforms, tools, and solutions working to automate the hard work that goes into engagement. Included are the primary trends and market-driving forces along with overviews of the key solutions making their mark on the B2B marketing automation landscape.

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