This report examines the current market for B2B marketing automation platforms and the considerations involved in implementing marketing automation software. It addresses these questions:
• What trends are driving the adoption of B2B marketing automation platforms? • Who are the leading players in B2B marketing automation? • What capabilities do B2B marketing automation platforms provide? • Does my company need a marketing automation platform? • How do I go about evaluating which platform is best for my business?
This report was prepared by conducting in-depth interviews in December 2015 with leading vendors and industry experts. These, in addition to third-party research, form the basis for this report.