B2B Marketing Automation Platforms

03.08.22 12:41 PM By Aishwarya

Top Trending in 2022

To generate relevance and conversion, as well as deliver growth, acquiring business clients necessitates a comprehensive understanding of their motivations and behaviours. To determine the best B2B marketing automation solutions for your company, digital marketing directors should collaborate with sales teams and other stakeholders.

Definition/Description of the Market
B2B marketing automation solutions, are software that facilitates lead generation, lead management, lead scoring, and lead nurturing across numerous marketing channels.

These systems' main purpose is to gather, qualify, and nurture leads until they are sales-ready, then assign them to the proper sales team member(s) to close the deal. Data cleansing (by removing missing or redundant lead information) and lead augmentation are made easier with B2B marketing automation tools (by providing additional data about prospects). B2B marketing automation tools are largely intended for B2B use cases, but they can also be used by B2C companies providing high-consideration products and/or B2B2C models with more sophisticated indirect sales processes.

The ability to input, synchronise, cleanse, and activate first-party data while augmenting existing contact data with third-party data sources and relevant data from other marketing, sales, data management, and digital commerce systems.

These are among the core capabilities of B2B marketing automation platforms.
> Using business rules and/or artificial intelligence (AI) and machine learning, lead scoring capability supports the construction and management of lead qualification procedures (ML)
> Using a graphical user interface, enterprises can manage the lead life cycle from collection to conversion and retention/upsell.
> Ability to deploy and maintain a multi-channel consumer interaction programme
> Capacity to monitor, measure, and report on strategic and operational goals
> Revenue guidance and insight based on current lead and account volumes/quality are among the KPIs used to track and manage revenue production.
> Marketing, sales, and executive users get access to preset, out-of-the-box reports and data visualization/dashboarding tools.

The following are some of the B2B marketing automation platforms' optional features:
> Predictive analytics helps automate marketing tasks including journey design, content and next-best-action recommendations, and self-optimization of campaigns.
> Prescriptive analytics that recommend a plan of action for the end-user company.
> Customer journey analytics provide the ability to track and evaluate how customers and prospects interact with a company over time using a variety of available channels.

Top Trending Vendors
Act-On
Multichannel marketing, behavioural data, and automated life cycle engagement are all part of Act-B2B On's growth marketing strategy. Small and midsize businesses (SMBs) and midmarket firms in the business services, manufacturing, retail and hospitality, banking and securities, healthcare, and technology sectors make up the majority of its client. An automatic journey builder, SMS channel compatibility, and a unified view of contacts are among the most recent additions, with future enhancements aimed at improving user experience, expanding multichannel capabilities, and improving contact data management.

Adobe
With extensive lead and account-based qualifying, Adobe Marketo Engage offers multichannel marketing automation and account-based marketing (ABM). Its operations are global in scope, but its customers are mostly from North America, and they tend to be large enterprises in the high-tech, financial services, and manufacturing industries. Adobe aims to release a chatbot that will enable the B2B edition of Adobe Real-Time CDP to connect multiple instances of Marketo Engage and trigger cross-channel activities for leads and accounts, as well as route leads to sales. Integrations with other Adobe products, such as the Adobe Experience Platform, will be expanded as well.

BSI
BSI Customer Suite offers marketing automation as part of a larger suite of integrated tools. The operations of BSI are concentrated in EMEA, particularly in DACH (Germany, Austria and Switzerland). Large companies in high-consideration B2C industries like banking and securities, insurance, and retail are among its client. On-premises, cloud, and hybrid delivery solutions are available from BSI. A new analytics and reporting dashboard with industry-specific reporting templates was recently published by BSI. Customers will be able to share journeys and scoring models on BSI's collaborative platform. BSI also intends to expand its network of implementation partners through 2022.

Creatio
Creatio solution is connected with Creatio's sales and service-oriented applications on a single platform. Its operations are mostly concentrated in the EMEA and North American regions. Creatio's B2B marketing automation solution is typically sold to midrange and larger businesses, with a diverse client that includes financial services, manufacturing, and high tech. On-premises installations account for about 30% of all deployments. For enterprises with complex partner arrangements, Creatio's roadmap offers expanded channel marketing attribution models and AI-based look-alike audience building tools to find audiences most likely to convert.

CRMNEXT
It provides a full range of CRM software solutions. It has a marketing automation tool that allows you to analyse and measure marketing campaigns across several channels like email, social media, direct mail, and call centres. SFA and customer service modules are also available through CRMNEXT. With operations mostly in APAC, the company primarily services companies in the banking, securities, and insurance sectors. CRMNEXT unveiled its Open Communication Platform to help marketers engage clients consistently across channels. To enable ABM, CRMNEXT promises to offer AI-driven account activation and orchestration. Its plan also includes advanced real-time augmented analytics to align marketing and sales.

Freshworks
Freshsales Suite, powered by the platform's Freddy AI engine, focuses on providing simpler lead management capability to B2B marketers. It has a similar percentage of customers in North America, EMEA, and APAC, indicating that its operations are global. It typically caters to high-tech SMBs and midmarket firms with less than 25,000 leads in their database. ABM capabilities is on Freshworks' roadmap, which includes integration with ABM platform providers as well as account segmentation. The addition of ad management, as well as improved landing page and website optimization functionality, is also on the horizon.

HubSpot
Hubspot is a comprehensive SaaS platform that combines content management, sales, and service modules with a common user interface and a unified data format to allow multichannel customer and prospect engagement. North America and EMEA account for the majority of HubSpot's customers, with Latin America and APAC accounting for about 15%. HubSpot's major customers were small businesses in the past, but the company has been working to expand its enterprise client base. The most well-supported verticals are high-tech and professional services. Enhancements to customer journey analytics and AI-powered recommendations that are customizable and dynamic and operate across audiences and content are on the horizon.

Microsoft
Microsoft Dynamics 365 is a multichannel marketing automation software that is part of the larger Dynamics suite, which also includes sales, service, commerce, and the Customer Insights CDP. For collaboration, Dynamics works with Microsoft's Power Automate workflow process builder, Power BI analytics platform, Office, and Teams. Microsoft is a multinational corporation. It caters to a wide range of industries and business sizes, with an increasing presence in enterprise companies. Microsoft's Power Automate ecosystem intends to give flexibility to client journeys, according to its roadmap. Deeper personalisation options will be added, as well as AI-driven insights regarding travels.

Oracle
Oracle Eloqua is their B2B marketing automation platform, which provides complete audience management and lead management capabilities to marketing teams in large, complex enterprises. It works with the Oracle CX Marketing suite's advertising, account intelligence, commerce, content management, and CDP modules. Enterprise marketers in a variety of industries use Oracle Eloqua. The majority of its operations are concentrated in North America and EMEA. The launch of SMS as a native execution channel, the introduction of machine learning-based predictive lead scoring, and the integration of predictive decisioning to Oracle Eloqua's campaign design canvas are all on the schedule for 2021.

Pega
Pega Customer Decision Hub is part of the Pega Infinity product package, which also includes Pega Next-Best-Action Designer and marketing automation technologies. Maketers may use Pega Scenario Planner to simulate next-best-action scenarios to figure out which goods or product combinations offer the best sales prospects. Pega mainly caters to large businesses across the globe, with a strong presence in EMEA and North America. Its clients are primarily in B2C verticals with high attention, such as telecoms, financial services, and insurance. The extension of out-of-the-box connectors with third-party CRM/SFA solutions, as well as marketing and sales clouds, is on Pega's plan.

Salesforce
Parodot solution is part of Salesforce Marketing Cloud and helps firms utilising Salesforce's Sales Cloud SFA with lead management, multichannel engagement, and ABM. Its operations are global, and its clients are mostly midmarket and enterprise financial services and high-tech companies. Insight-driven marketing and sales cooperation on campaign workflows is possible thanks to a Slack integration. Salesforce is continuing to spend in developing Pardot's ABM capabilities and upgrading its content creator. Marketers will be able to use prebuilt or bespoke content components from Salesforce partners via the Salesforce AppExchange, which is also on the plan.

SugarCRM
Sugar Market solution, which was based on the company's acquisition of Salesfusion, is aimed at allowing marketers to create, execute, and refine multichannel lead management campaigns using the company's Sugar Sell and Sugar Serve modules. In 2020, Sugar purchased Node.io, bringing AI and deep-learning-enabled analytics and forecasts to Sugar Market and its other products. Sugar's business and consumers are primarily based in the United States. It primarily serves SMBs and midsize businesses in the high-tech, manufacturing, and professional services industries. The business wants to expand its event management system and add more AI/ML use cases, as well as support for multitouch attribution.

Zoho
B2B marketing automation solution is part of Zoho CRM Plus, which combines sales, service, and marketing into an one platform to ensure consistency and generate blended, cross-functional results. Zoho's operations are spread across the globe. Its marketing automation solution is aimed particularly at small businesses in a variety of industries. With native SMS functionality and connectivity to WhatsApp, Zoho is broadening the scope of its messaging capabilities. While AI is currently a big part of Zoho's platform, the company plans to expand its AI capabilities to include lead routing, next-best-action recommendations, and analytics.

Explore more top trending software for 2022:

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