Frost Radar：B2B行銷自動化平台，2025年

Frost Radar: B2B Marketing Automation Platforms, 2025

出版日期: 2025年08月29日 | 出版商:

Frost & Sullivan | 英文 17 Pages | 商品交期: 最快1-2個工作天內

價格

簡介目錄

推動公司採取行動的基準測試系統 - 推動新交易流程和成長管道的創新

這份 Frost Radar™ 目的是表彰那些提供全面解決方案的供應商，這些解決方案能夠自動化和最佳化需求產生計劃、多通路客戶參與宣傳活動以及跨業務環境的績效分析。重點公司因其無縫的潛在客戶管理、客戶參與互動宣傳活動以及與其他企業軟體（包括客戶關係管理工具、主要企業資源規劃解決方案、電子商務服務和廣告平台）的整合而備受矚目。

行銷自動化平台是一種軟體解決方案，透過最佳化潛在客戶管理和客戶參與活動，幫助企業簡化並增強其行銷和商業營運。隨著 B2B 銷售流程日益複雜，各行各業的公司都在使用行銷自動化解決方案來創建、管理、分配和最佳化潛在客戶，最終提升商業成果。該平台還使企業能夠更佳協調電子郵件、網站和社交媒體等多個管道的用戶互動活動，並執行高級資料分析，以分析、衡量和最大化宣傳活動的效果。

Frost & Sullivan 從數百家競爭對手中獨立甄選出十強公司，作為本次 Frost Radar™ 分析的基準。這些公司都已在市場上營運至少五年，在瞬息萬變的生態系統中展現出對創新的執著，並且2024年的年收入至少達到 1.75億美元。

Frost & Sullivan 會分析行業內的眾多公司，並根據其領導力或其他卓越表現篩選出需要進一步分析的公司，根據 10 項成長和創新標準對其進行基準測試，最終確定其在 Frost Radar™ 上的排名。這家上市公司為 Frost Radar™ 上列出的每家公司提供了競爭概況，探討了每家公司的優勢以及與這些優勢最契合的機會。

策略要務與成長環境

策略要務

Frost Radar™ B2B 行銷自動化平台 (MAP) 評估提供全面解決方案的供應商，這些解決方案可自動執行和最佳化需求產生計畫、多通路客戶互動活動以及跨業務環境的績效分析。重點主要企業因其無縫的潛在客戶管理、客戶參與宣傳活動以及與其他企業軟體（例如客戶關係管理（CRM）工具、企業資源規劃（ERP）解決方案、電子商務服務和廣告平台）的整合而備受矚目。
MAP 是一款軟體解決方案，透過最佳化潛在客戶管理和客戶參與活動，幫助企業簡化並增強其行銷和商業營運。隨著 B2B 銷售流程日益複雜，各行各業的公司都開始採用行銷自動化解決方案。越來越多的公司已開始使用 MAP 來創建、管理、分配和最佳化潛在客戶，最終提升商業性成果。
這些平台還可以更佳協調電子郵件、訊息、網站和社交媒體等多個管道的用戶參與活動，並可以進行高級資料分析來分析、衡量和最大化宣傳活動效果。
領先的MAP 供應商利用人工智慧（AI）、生成式人工智慧（Generic AI）和機器學習（ML）等最尖端科技來提高效率並減少人工工作。許多供應商利用人工智慧和預測分析來開發人工智慧代理、智慧潛在客戶評分、客戶細分和內容建議。

成長環境

Frost & Sullivan 透露，全球 B2B MAP 市場在過去四年中經歷了顯著成長，預計到2024年收入將超過 67億美元，比上一年成長 17.5%。
領先的MAP供應商將在2021年和2022年實現爆炸性成長，部分供應商的年成長將達到約50%。儘管地緣政治和宏觀經濟動盪將在2023年和2024年減緩成長，但MAP領先企業仍將實現兩位數的營收成長。
在未來五年內，Frost & Sullivan 預測市場將持續擴張，客戶對個人化行銷體驗的需求、多通路宣傳活動的需求以及在更緊張的預算下實現更好商業性成果的壓力將推動 MAP 解決方案的採用。
為了確保未來成長，企業必須隨著用戶資料法規的演變而調整其解決方案。包含合規功能的MAP 解決方案，尤其是符合《一般資料保護規則》（GDPR）和《加州消費者隱私法案》（CCPA）的合規功能，在市場上佔據更有利的地位。
憑藉其模組化基礎設施和簡單的實施流程，MAP 解決方案有望幫助客戶利用其現有技術投資並支援與其他企業解決方案的無縫整合，獲得市場認可。

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.