Marketers look to technology to collect data, generate insights, target
audiences, and deliver relevant interactions to continuously improve and
enhance customer engagement.1 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.
2 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 Wave™: B2B Marketing Automation
Platforms vendor evaluation.
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