Selecting the Right Marketing Automation Platform for Your Enterprise Demand Technology Stack
Marketing Automation Platforms (MAPs) are perhaps the most misunderstood component of the Demand Technology Stack. More often than not, the Marketing Automation Platform is thought of as “the email tool” with little planning for how suitable the solution is for an enterprise environment.
In an enterprise environment, the MAP is literally a keystone element that should hold together the Demand Technology stack while underpinning Demand Process and enabling marketing and sales systems (and their data) to successfully operationalize go-to-market around customer journey.
When used correctly, your MAP, CRM, and CMS systems work together to provide end-to-end visibility into a customer’s journey, delivering value the entire time. It’s important that your tool aids, not hinders you on this journey. That’s why, when choosing a marketing automation tool, you need to select a platform that enables your strategy, not the other way around.
With more than more than 8,000 marketing technology solutions available today and a global market size valued at $4.08 billion for marketing automation solutions alone, choosing the right platform can be a massive undertaking. That’s why ANNUITAS technology experts conducted a thorough review of the top four MAP providers (Adobe Marketo Engage, Oracle Eloqua, Salesforce Pardot, and Hubspot) through the lens of the necessary role and charter the platform plays in an enterprise demand technology environment.
Download the report today to learn who came out on top, and who still has room for improvement.
