Don’t Call It a Comeback: The Evolution of B2B Marketing Automation

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.