Executive Summary
Marketers look to technology to collect data, generate insights, target audiences, and deliver relevant interactions to continuously improve and enhance customer engagement. More targeted and relevant content helps push leads over the hump into sales wins. Forrester has found that B2B companies using marketing automation solutions grow revenue faster than their competitors do. Forrester is also seeing increased adoption of these solutions in B2C use cases, especially where high-consideration purchase decisions (and the complexity they bring) require an approach more akin to B2B marketing than traditional B2C marketing.
Adobe’s Marketo Engage aligns marketing and sales throughout the customer journey. The platform offers lead nurturing, account-based marketing, personalization, cross-channel engagement, and marketing measurement to help companies create marketing that resonates with customers and enhances customer experiences. It is used across a range of industries including technology, financial services, healthcare, business services, manufacturing, and education. Forrester named the platform a leader in the most recent Forrester WaveTM: B2B Marketing Automation Platforms vendor evaluation.