Adobe named Leader in 2022 Gartner® Magic Quadrant™ for B2B Marketing Automation Platforms

For the 11^th consecutive year, Adobe has been named a Leader in the 2022 Gartner Magic Quadrant for B2B Marketing Automation Platforms report. Per the Gartner definition, “Leaders execute well against their current vision and are well positioned for tomorrow.” Adobe once again placed highest in “Ability to Execute” in this evaluation.

Adobe’s best-in-class capabilities and innovation continue to enable strong and consistent results. In Gartner Critical Capabilities research done in conjunction with this Gartner Magic Quadrant, Adobe received the highest rating among evaluated vendors in all three assessed Use Cases — New Customer Acquisition, Customer Retention/Upsell, and Account-Based Marketing.

In short, we believe Adobe provides the most complete and powerful marketing automation solution available today. In customer reviews on Gartner Peer Insights^TM, 97% rated Adobe Marketo Engage 4 or 5 stars on a 5-star scale, as of 9/22/22 based on 31 reviews submitted within the last 12 months. We’re both grateful for and humbled by the support of our customers and partners, who inspire our innovation day in and day out.

We are proud to be the marketing automation platform of choice for our customers at a time when automation has never been more important. In Adobe’s soon-to-be-published State of Marketing Automation research, 98% of marketing leaders said that marketing automation is very important or extremely important to success. Complexity, economic pressure, and the race to deliver superior buyer and customer experiences have put a premium on the ability to not just do better marketing, but to do it more efficiently. This is exactly what Adobe is helping businesses to do today.

Here are just a few of the differentiators that we believe contributed to our success in this Gartner evaluation and motivate businesses to choose Marketo Engage:

Core automation capabilities. A unique, modular campaign framework simplifies the creation and maintenance of smart, automated engagement and best-in-class marketing at scale — now extended to new channels, such as website chat to automate conversations.
Extensive integrations. Easily connect other marketing and sales applications to orchestrate cross-channel engagement in a more cohesive and efficient way.
Embedded artificial intelligence (AI). AI is built-in across all the key steps of marketing, from audience targeting and content personalization to channel execution and attribution.
Marketing and sales partnership. Close more deals faster through lead-based and account-based strategies with new innovations including Dynamic Chat and Sales Insight Actions.
Measurement. Finally operationalize attribution so that marketing tactics and investments can be optimized based on their impact on progression, pipeline, revenue, and ROI.
Flexibility for all company sizes and experience levels. Take advantage of a newly expanded set of Marketo Engage and Adobe Marketo Measure packages. Adopt new capabilities and sophistication as you’re ready.
Adobe Experience Cloud. Marketo Engage is part of a complete customer experience management offering that is purpose-built to help businesses provide differentiated experiences underpinned by superior data and insights, content and collaboration workflows, and omnichannel customer journeys.

In these uncertain times, high-performing marketing teams are taking advantage of these Adobe capabilities to simultaneously improve marketing ROI, drive growth, and transform buyer and customer experiences to stay ahead of the pack. In fact, in our 2022 research, these were the top three objectives of B2B marketers. Each was scored about equally in importance, pointing to a year ahead that will certainly be a balancing act of tackling near-term challenges and investing in strategic transformation. Adobe is the ideal partner to help marketers and businesses both navigate these times and create competitive differentiation in the long run.

Marketing automation platforms exist at the very center of the B2B martech stack — orchestrating the buyer and customer engagement at the heart of a great customer experience. Ultimately, though, these applications are connected throughout large and evolving technology landscapes. Adobe continues to lead the way in providing the most complete solutions for marketing and digital experience.

As customer data platforms appeared on the scene, Adobe Real-Time Customer Data Platform was the first to offer both B2C and B2B capabilities. When large-scale content personalization began to bog down marketing and sales teams, Adobe brought to market a range of technologies and AI to accelerate the end-to-end content supply chain. As marketers have struggled with performance measurement, Adobe is helping them escape incomplete and highly manual reporting processes and finally operationalize revenue and ROI attribution with Marketo Measure.

Perhaps most important, all these applications are an integrated part of Experience Cloud and underpinned by Adobe Experience Platform which is purpose-built to enable marketing and differentiated customer experiences. By consolidating data and content centrally, we have created a foundational infrastructure that can be leveraged by all Adobe applications — and each customer’s technology ecosystem. In short, it’s a foundation for the future that’s available today.

We’re honored by the recognition of Adobe as a Leader in the Gartner Magic Quadrant for B2B Marketing Automation Platforms, and we’re excited to receive the highest rating across all Gartner Critical Capabilities for B2B Marketing Automation Platforms Use Cases. Together with our passionate customer community and partners, we look forward to continuing to help marketers propel marketing and digital experiences forward.

Read the full reports here:

Gartner Magic Quadrant for B2B Marketing Automation Platforms

Gartner Critical Capabilities for B2B Marketing Automation Platforms

Disclaimer: Gartner, Magic Quadrant for B2B Marketing Automation Platforms Rick LaFond, Julian Poulter, Jeffrey L. Cohen, Matt Wakeman, Jeff Goldberg, 19 September 2022.

The report was earlier named as Magic Quadrant for CRM Lead Management till 2020

In October 2018, Marketo was acquired by Adobe. Marketo was recognized as Leader in the 2012,13,14,15,16,17,18 reports

Gartner, Critical Capabilities for B2B Marketing Automation Platforms, Rick LaFond, Julian Poulter, Jeffrey L. Cohen, Jeff Goldberg, Matt Wakeman, 19 September 2022.

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