Salesforce today announced that Salesforce Marketing Cloud Account Engagement has been recognized as a Leader in the Gartner® Magic Quadrant™ for B2B Marketing Automation Platforms for the seventh consecutive year. 

Why it matters: Gartner defines B2B marketing automation platforms (B2B MAPs) as software applications that support demand generation processes at scale. B2B MAPs help marketers capture and qualify leads and accounts, orchestrate marketing-driven engagement across the full customer journey, and use analytics to optimize and measure performance.

• “B2B MAPs enable marketers to automate a wide range of activities intended to drive new customer acquisition, retention, and growth. To support the pursuit of new commercial opportunities (from current or prospective customers), marketers use B2B MAPs to generate, prioritize, and manage leads and buying teams across the revenue life cycle,” said Gartner in the report.

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Innovation in action: To drive efficient growth, Salesforce Marketing Cloud Account Engagement helps B2B marketers align their sales and service teams to create connected journeys for their customers by:

• Helping marketers engage buyers digitally and in-person, and turn leads into loyal customers 
• Enabling marketing, sales, and service departments to provide seamless experiences as teams work from one set of data, insights, and tools
• At Dreamforce, Salesforce unveiled new marketing innovations to help all Account Engagement customers unlock data from across their business and use Agentforce Agents and marketing automation capabilities to engage customers on their terms

Salesforce perspective: “For revenue teams to drive growth efficiently and create connected customer experiences, it is imperative for them to work on a single platform,” said Stephen Hammond, EVP and GM of Marketing Cloud. “We are pleased to be included as a Leader in this year’s Magic Quadrant. We believe this prestigious industry recognition reinforces our commitment to providing marketers with the best tools to connect every moment across the entire customer lifecycle.”

We believe this prestigious industry recognition reinforces our commitment to providing marketers with the best tools to connect every moment across the entire customer lifecycle.

Stephen Hammond, EVP and GM of Marketing Cloud

Customer perspectives:

• “I have been using Salesforce for over 10 years as a marketing platform and I can say this is the best tool that has ever existed in the market so far. It has a wide range of functions for all of your account management needs at the fingertip. The system is very quick in learning your marketing automation pattern and suggests the right path for your action.” (See Gartner review)
• “Account Engagement is my favorite MAP in the market. I love how intuitive Account Engagement is and the flexibility of its features to create new processes that push the boundaries of typical Marketing Automation.” (See Gartner review)

More information:

• Get the 2024 Gartner Magic Quadrant for B2B Marketing Automation Platforms report
• Learn more about Salesforce Marketing Cloud Account Engagement
• See how Salesforce B2B marketing automation works with our demo, here

*Gartner defines B2B marketing automation platforms (B2B MAPs) as software applications that support demand generation processes at scale. B2B MAPs help marketers capture and qualify leads and accounts, orchestrate marketing-driven engagement across the full customer journey, and use analytics to optimize and measure performance.

Gartner, Magic Quadrant for  B2B Marketing Automation Platforms, Jeffrey L Cohen, Rick LaFond, Alan Antin, Upasna Chandna, Nicholas Mortensen, 23 September 2024

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**This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Salesforce.