The global marketing automation market is projected to exhibit significant growth during the forecast period. The growing usage of social media platform, rising internet penetration, and the key growth strategies such as mergers & acquisition, collaboration, partnership, product launch, and geographical expansion among others adopted by the major players of the marketing automation market are the major factors anticipated to fuel the marketing automation market. IBM Corp., Microsoft Corp., Oracle Corp., Salesforce.com, Inc., Adobe Systems, Inc., Brand24 Global, Inc., Buffer, Inc., Cision, Ltd., Clarabridge, Inc., Cognizant Technology Solutions Corp., AWeber, Frrole, Inc., GoodData Corp, Google, LLC, Hootsuite Media, Inc., NetBase Solutions, Inc., and so on are the key players operating in the marketing automation market.
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For instance, in April 2019, Centerbridge Partners, L.P., had signed a definitive agreement with IBM Corp. to acquire its marketing platform and commercial product offerings. Through this agreement Centerbridge Partners, L.P. plans to create a separate organization to offer a new, comprehensive range of solutions to address the major marketing and advertising challenges facing the CMO. In March 2019, 6sense, an AI-powered account-based orchestration platform had extended its relationship with Salesforce.com Inc. to include an all-new integration with Salesforce’s marketing automation solution named Pardot.
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This combination blends Salesforce Pardot marketing execution with the time-based forecasts about 6sense prospect engagement. Shared users can conveniently use 6sense to discover demand and prioritize high purchasing propensity accounts while engaging customers across the Pardot platform with custom marketing campaigns. In June 2018, Adobe Systems Inc. had acquired a leading commerce platform Magento Commerce. Adding the Magento Commerce Cloud to the Adobe Experience Cloud will provide a single, end-to-end digital engagement platform that includes content development, marketing, advertisement, business-to-business (B2B) analytics, and business-to-customer (B2C) service. The Magento Platform integrates digital commerce, order management and predictive intelligence to promote shopping.
AWeber, a multinational email marketing and automation software provider, had revealed in October 2017 that they would add click automation to their email automation platform. This introduction to the company’s email automaton platform makes it easier for small business owners and entrepreneurs to segment their audience and give their email subscribers more appropriate emails based on the links they select. In these ways, the different organic and inorganic growth strategies being adopted by key market players are fuelling the growth of the global marketing automation market.
Global Marketing Automation Market Segmentation
By Application
- Social Media Marketing
- Distribution Management
- Campaign Management
- Lead Nurturing
- Transportation
By Deployment Type
- Cloud-Based
- On-Premises
By End-User
- Retail
- BFSI
- Transportation
- Manufacturing
- Healthcare
Transportation
