Frost Radar: B2B Marketing Automation Platforms, 2025

A Benchmarking System to Spark Companies to Action - Innovation That Fuels New Deal Flow and Growth Pipelines

This Frost Radar™ assesses providers offering comprehensive solutions to automate and optimize demand generation programs, multichannel customer engagement campaigns, and performance analytics across business environments. It highlights companies enabling seamless lead management, customer engagement campaigns, and integration with other enterprise software, such as customer relationship management tools, enterprise resource planning solutions, eCommerce services, and advertising platforms.

Marketing automation platforms are software solutions that help businesses streamline and elevate their marketing and commercial operations by optimizing lead management and customer engagement activities. As B2B sales processes become more sophisticated, companies from a wide array of verticals are using marketing automation solutions to create, manage, distribute, and optimize leads, which is ultimately boosting their commercial outcomes. The platforms also empower companies to better orchestrate user engagement activations across multiple channels, including email, websites, and social media, and implement advanced data analytics to analyze, measure, and maximize campaign results.

From hundreds of competitors, Frost & Sullivan independently selected the top 10 operators to benchmark in this Frost Radar™ analysis. Each has been operating in the market for at least 5 years, has demonstrated a commitment to innovating in this ever-changing ecosystem, and had annual revenue at or above $175 million in 2024.

Frost & Sullivan analyzes numerous companies in an industry. Those selected for further analysis based on their leadership or other distinctions are benchmarked across 10 Growth and Innovation criteria to reveal their position on the Frost Radar™. The publication presents competitive profiles of each company on the Frost Radar™ considering their strengths and the opportunities that best fit those strengths.

Strategic Imperative and Growth Environment

Strategic Imperative

• The Frost Radar™ for B2B marketing automation platforms (MAP) assesses providers offering comprehensive solutions to automate and optimize demand generation programs, multichannel customer engagement campaigns, and performance analytics across business environments. It highlights companies enabling seamless lead management, customer engagement campaigns, and integration with other enterprise software, such as customer relationship management (CRM) tools, enterprise resource planning (ERP) solutions, eCommerce services, and advertising platforms.
• MAPs are software solutions that help businesses streamline and elevate their marketing and commercial operations by optimizing lead management and customer engagement activities. As B2B sales processes become more sophisticated, companies from a wide array of verticals are starting to adopt marketing automation solutions. A growing number of organizations are already leveraging MAPs to create, manage, distribute, and optimize leads, which is ultimately boosting their commercial outcomes.
• These platforms also empower companies to better orchestrate user engagement activations across multiple channels, including email, SMS messages, websites, and social media, as well as implement advanced data analytics to analyze, measure, and maximize campaign results.
• Forward-looking MAP vendors are capitalizing on cutting-edge technologies, such as artificial intelligence (AI), generative AI, and machine learning (ML) to gain efficiencies and reduce manual tasks. Many providers are using AI and predictive analytics to develop AI agents, intelligent lead scoring, customer segmentation, and content recommendations.

Growth Environment

• Frost & Sullivan found that the global B2B MAP market experienced significant growth during the past four years. Revenue increased 17.5% year over year (YoY) in 2024 to exceed $6.7 billion.
• Leading MAP vendors witnessed explosive growth during 2021 and 2022, with some companies in the space achieving YoY growth rates of about 50%. Geopolitical and macroeconomic turmoil decelerated growth in 2023 and 2024, but top MAPs are still experiencing double-digit revenue growth.
• For the next five years, Frost & Sullivan expects the market to continue expanding. Customers' demand for personalized marketing experiences, the need for multichannel campaigns, and the pressure to achieve better commercial outcomes with tighter budgets will propel the use of MAP solutions.
• To ensure future growth, companies need to adapt their solutions as user data regulations evolve. MAPs with built-in functionalities for compliance, especially with the European General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), are better positioned to scale in the market.
• MAP solutions incorporating a modular infrastructure and easy implementation process are expected to better penetrate the market by permitting customers to leverage previous tech investments and support seamless integrations with other enterprise solutions.