Frost Radar：2025 年 B2B 行销自动化平台

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个工作天内

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简介目录

推动公司采取行动的基准测试系统－推动新交易流程和成长管道的创新

这份 Frost Radar™ 旨在表彰那些提供全面解决方案的供应商，这些解决方案能够自动化和优化需求产生计划、多通路客户参与宣传活动以及跨业务环境的绩效分析。重点公司因其无缝的潜在客户管理、客户参与互动宣传活动以及与其他企业软体（包括客户关係管理工具、主要企业资源规划解决方案、电子商务服务和广告平台）的整合而备受瞩目。

行销自动化平台是一种软体解决方案，透过优化潜在客户管理和客户参与活动，帮助企业简化并增强其行销和商业营运。随着 B2B 销售流程日益复杂，各行各业的公司都在使用行销自动化解决方案来创建、管理、分配和优化潜在客户，最终提升商业成果。该平台还使企业能够更好地协调电子邮件、网站和社交媒体等多个管道的用户互动活动，并执行高级数据分析，以分析、衡量和最大化宣传活动的效果。

Frost & Sullivan 从数百家竞争对手中独立甄选出十强公司，作为本次 Frost Radar™ 分析的基准。这些公司都已在市场上营运至少五年，在瞬息万变的生态系统中展现出对创新的执着，并且 2024 年的年收入至少达到 1.75 亿美元。

Frost & Sullivan 会分析行业内的众多公司，并根据其领导力或其他卓越表现筛选出需要进一步分析的公司，根据 10 项成长和创新标准对其进行基准测试，最终确定其在 Frost Radar™ 上的排名。这家上市公司为 Frost Radar™ 上列出的每家公司提供了竞争概况，探讨了每家公司的优势以及与这些优势最契合的机会。

策略要务与成长环境

策略要务

Frost Radar™ 是一个 B2B 行销自动化平台 (MAP)，旨在表彰那些提供全面解决方案的供应商，这些解决方案能够自动化和优化需求产生计划、多通路客户参与宣传活动以及跨业务环境的绩效分析。重点主要企业因其无缝的潜在客户管理、客户参与宣传活动以及与其他企业软体（例如客户关係管理 (CRM) 工具、企业资源规划 (ERP) 解决方案、电子商务服务和广告平台）的整合而备受瞩目。
MAP 是一款软体解决方案，透过优化潜在客户管理和客户参与活动，帮助企业简化并增强其行销和商业营运。随着 B2B 销售流程日益复杂，各行各业的公司都开始采用行销自动化解决方案。越来越多的公司已开始使用 MAP 来创建、管理、分配和优化潜在客户，最终提升商业性成果。
这些平台还可以更好地协调电子邮件、讯息、网站和社交媒体等多个管道的用户参与活动，并可以进行高级数据分析来分析、衡量和最大化宣传活动效果。
领先的 MAP 供应商正在利用人工智慧 (AI)、生成式人工智慧 (Generic AI) 和机器学习 (ML) 等最尖端科技来提高效率并减少人工工作。许多供应商正在利用人工智慧和预测分析来开发人工智慧代理、智慧潜在客户评分、客户细分和内容建议。

成长环境

Frost & Sullivan 透露，全球 B2B MAP 市场在过去四年中经历了显着增长，预计到 2024 年收入将超过 67 亿美元，比上一年增长 17.5%。
领先的MAP供应商将在2021年和2022年实现爆炸性成长，部分供应商的年成长将达到约50%。儘管地缘政治和宏观经济动盪将在2023年和2024年减缓成长，但MAP领先企业仍将实现两位数的营收成长。
在未来五年内，Frost & Sullivan 预测市场将持续扩张，客户对个人化行销体验的需求、多通路宣传活动的需求以及在更紧张的预算下实现更好商业性成果的压力将推动 MAP 解决方案的采用。
为了确保未来成长，企业必须随着用户资料法规的演变而调整其解决方案。包含合规功能的 MAP 解决方案，尤其是符合《一般资料保护规则》(GDPR) 和《加州消费者隐私法案》(CCPA) 的合规功能，在市场上占据更有利的地位。
凭藉其模组化基础设施和简单的实施流程，MAP 解决方案有望帮助客户利用其现有技术投资并支援与其他企业解决方案的无缝集成，从而获得市场认可。

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.