Adobe named a Leader in the 2026 Forrester Wave for B2B Revenue Marketing Platforms.
02-06-2026
Adobe has been named a Leader in The Forrester Wave™: Revenue Marketing Platforms For B2B, Q1 2026. We believe this recognition validates our approach to helping modern B2B marketers drive productivity, personalisation and pipeline in the fast-changing era of AI. With enterprise-ready capabilities and an innovative roadmap centred around agentic AI, Adobe supports complex journeys and personalised engagement with an account and buying group context.
How AI Is redefining the B2B buyer journey.
We’ve entered a new chapter in B2B marketing — AI is changing buyer behaviour and expectations, reshaping complex buying journeys and setting a new precedent for how buyers want to interact with brands. Modern business buyers form their opinions early, weigh decisions collectively as a group and expect their context to be front and centre with a brand through each step of the journey. Achieving this puts immense pressure on marketing teams to unify fragmented data, orchestrate engagement with precision and continuously optimise their efforts.
Meeting those expectations requires the power, speed and scale of AI along with everything that fuels it — including content, data and channels — in a single unified platform. AI and agentic workflows are reshaping how marketers operate, empowering teams to determine a person’s organisational context and interpret their intent, then co-ordinate journeys across channels and lifecycle stages, bringing account- and buying group-aware personalisation to every interaction. The gap is widening between organisations that can activate these capabilities and those that are still stitching together siloed tools.
This is where a modern, enterprise-grade revenue marketing platform becomes essential. Adobe’s approach — unifying rich customer data and profiles, generating brand-safe content, orchestrating journeys across digital and human channels and delivering deep analytics — gives global enterprises the future-ready foundation and flexibility needed to meet buyers where they are today and where they’ll be tomorrow.
What Forrester found.
Forrester evaluated 10 vendors across three dimensions: current offering, strategy and customer feedback. Adobe was ranked as a Leader and received the highest possible score in nine different criteria within the Current Offering category, including Agents, Adaptive Workflow Journey Orchestration, Data Management, Performance Reporting, Analytics and Optimisation and Full Customer Lifecycle Support. Within Adobe Experience Cloud, Forrester evaluated Adobe Journey Optimizer B2B Edition together with Adobe Marketo Engage, Adobe Real-Time CDP B2B Edition and Adobe Customer Journey Analytics B2B Edition.
Here's what they found:
Capabilities: “Adobe delivers an enterprise-ready platform with deep B2B functionality, robust extensibility and strong cross-cloud integration. Its offering includes advanced capabilities across data management, customer journey analytics, buying group discovery and engagement, adaptive workflows, email, web experiences, agents and full lifecycle support. These strengths support capabilities to unify signals across Experience Cloud, apply AI-driven insights to orchestrate buying group actions and manage complex journeys.”
Strategy: “Adobe demonstrates a clear and forward-looking vision and roadmap centred on unifying data, content and journeys across Adobe Experience Cloud. A mature enterprise execution model, broad platform extensibility and continued investment in B2B-specific capabilities strengthen its approach.”
Forrester's take: “Adobe is a strong fit for global enterprises, especially those already invested in the Adobe ecosystem, that prioritise scale, unified data, advanced orchestration, omnichannel engagement capabilities and enterprise-grade governance.”
That point of view is directly influenced by our customers who, according to the report, praise Adobe for its data foundation, orchestration depth, integration strength and clear product vision. Many of our customers discussing our latest offerings and capabilities have engaged with us through our design programmes where we co-innovate together and identify needs to be refined in follow-on releases.
What to look for in a Revenue Marketing Platform.
Forrester outlines three critical capability areas to focus on when selecting a revenue marketing platform, which we agree are essential:
1. Unified data and identity resolution.
Select a platform with strong identity resolution and data unification across first-, second- and third-party data. The platform should accurately link people, accounts and buying groups, enabling precise segmentation, personalisation and measurement.
2. Orchestration and AI-driven personalisation at scale.
Prioritise systems that support journey-based orchestration rather than isolated campaigns. AI should drive decisioning across channels and lifecycle stages. This enables scalable, contextual and personalised buyer experiences.
3. Buying group awareness and programme design.
Choose a platform capable of identifying, tracking and engaging multiple personas within complex buying groups. Capabilities should include mapping roles, capturing both individual and collective behaviours and designing programmes that align with buying group dynamics and decision processes. This approach reflects how modern B2B purchases actually happen and keeps efforts focused on outcomes.
We would add that the ability to generate brand-safe content at the pace required for this level of responsiveness and personalisation can make or break the customer experience.
Why Adobe?
We believe Adobe is a Leader because it delivers exactly what modern B2B revenue teams need: a unified, intelligent platform built to handle the complexity of today’s buying journeys. With Adobe Experience Cloud, enterprises gain a deeply integrated ecosystem that brings together data, content, journeys, analytics and AI — not as separate tools, but as a co-ordinated system that works across the entire customer lifecycle.
In our opinion, Forrester’s independent analysis confirms that Adobe’s strength lies in its ability to unify signals, generate content and apply AI-driven insights to orchestrate the right actions at the right time for each person — with an account and buying group context. Enterprise-grade extensibility, advanced governance and a global-scale foundation ensure that teams can trust the data, scale their programmes and maintain consistency.
For enterprises looking for a leading platform that can grow with them and holistically solve the challenges facing B2B marketing, the advantage is clear: Adobe enables teams to drive productivity, personalisation and pipeline with next-generation AI journey orchestration.
Click here to access the report.
Forrester does not endorse any company, product, brand or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgement at the time and are subject to change. For more information, read about Forrester’s objectivity here.
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