What it means to be a Leader.
Leaders provide functionality that support all assessed B2B marketing automation functional capabilities, most notably customer profile management, lead scoring/qualification, analytics and measurement, and integrations with other applications. The broad support enables Leaders to consistently meet client needs across all three core B2B marketing automation use cases (new customer acquisition, customer retention/upsell, and account-based marketing). They are also designed to address the needs of global, large enterprise clients. Leaders provide deep integrations with complementary systems, such as CRM/SFA, ABM and digital commerce platforms, whether they be third-party applications or solutions within each Leader’s broader product suite. Leaders have expansive product roadmaps, demonstrating commitment to helping customers unify customer data and manage a consistent experience across the customer life cycle.