Adobe (US) and Salesforce (US) are leading players in Marketing Automation Market
MarketsandMarkets forecasts the marketing automation market size to grow from USD 3.3 billion in 2019 to USD 6.4 billion by 2024, at a CAGR of 13.9% from 2019 to 2024. The increasing need for better engagement of customers, boosting demand generation, alignment of marketing & sales team, and transparent reporting system is expected to increase the adoption of marketing automation across the globe during the forecast period.
The marketing automation market includes major vendors, such HubSpot (US), Adobe (US), Oracle (US), Salesforce (US), ActiveCampaign (US), Acoustic (US), SAS (US), Act-On Software (US), Sendinblue (France), LeadSquared (India), Keap (US), GetResponse (Poland), Ontraport (US), SharpSpring (US), SimplyCast (Canada), ClickDimensions (US), and Net-Results (US). These players have adopted different growth strategies to expand their global presence and increase their market shares. New product launches and partnerships/collaborations are some of the significant strategies adopted by the major players to grow further in the marketing automation industry.
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Adobe (US) is recognized as one of the leading vendors in the marketing automation market. The company is a global provider of analytics, social targeting, media optimization, digital experience management, cross-channel campaign management, audience management, and video solutions. To achieve success, the company focuses on understanding the fast-changing needs of its clients and has adopted effective growth strategies to enhance its offerings and increase its market reach. As part of its inorganic growth strategy company has actively undertaken numerous acquisitions and partnerships in the past few years.
- In December 2018, Adobe acquired Marketo, one of the leading B2B marketing engagement providers. With this acquisition, Adobe’s customers would take advantage of Adobe Experience Cloud as well as Marketo’s lead management solution to maximize their RoI (return on investment).
- In June 2018, Adobe acquired Magento, one of the key providers of commerce platforms. The acquisition aimed at adding Magneto Commerce Cloud to Adobe Experience Cloud for delivering a single, end-to-end digital experience platform that includes content creation, marketing, advertising, analytics, and commerce for B2B and B2C customers.
Salesforce (US) is one of the leading providers of enterprise software offered through the cloud platform. The company invests in R&D activities to provide its customers with new and technologically advanced products, which would deliver maximum results. The company has a robust partner network across the globe for assisting its commercial clientele to remain competitive in the market. Salesforce has a strong track record of integrating complimentary firms through collaborations and partnerships. In the past few years, the company has successfully collaborated with a large number of technology companies to enhance their offerings in the marketing automation market space.
- In March 2019, Salesforce extends its partnership with 6sense to integrate it with Pardot, Salesforce’ marketing automation solution. The integration helps both companies’ customers to identify the right target accounts.
In September 2018, Salesforce collaborated with Demandbase to integrate Salesforce Pardot with Demandbase’s Account-based Marketing solution. The product integration would enable B2B marketers to get Demandbase AI-powered account insights in Salesforce Pardot and Sales Cloud and thereby effectively engage with right prospects.
Related Reports:
Marketing Automation Market by Component (Software, Services), Organization Size, Applications (Lead Nurturing & Lead Scoring, Email Marketing, Social Media Marketing, Analytics & Reporting, Campaign Management), Industry & Region - Global Forecast to 2024
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