The marketing automation platform (MAP) is the backbone of many modern marketing technology stacks. It plays a crucial role in the business strategies of both B2B and B2C companies, especially those offering high-consideration purchases or operating in the ecommerce space.
Initially solely B2B-focused and combining email automation with lead-capturing landing pages and forms, MAPs have expanded their capabilities to encompass a wide range of marketing functions. In addition, these platforms now extend their reach across multiple marketing channels and many leverage AI to enhance creative and analytical functions.
MarTech's all new 2025 publication of Marketing Automation Platforms: A Marketer’s Guide will help you:
- Understand the current landscape of available platforms
- Participate in vendor demonstrations with confidence
- Make the right purchase for your company’s needs and budget
- Successfully implement and maintain a marketing automation platform
