For nearly a decade, marketing automation platforms (MAPs) and account-based marketing (ABM) platforms existed in relative symbiosis, providing complementary capabilities that enabled B2B marketing organizations to achieve their goals. That relationship has fundamentally changed. The proliferation of data, shift to buying groups, rapid capability innovation, and pressure to consolidate technology have driven the two categories together, giving rise to revenue marketing platforms that combine their most important capabilities. This report examines the forces driving this convergence and the capabilities to consider when selecting a primary revenue marketing platform.

AI has reshaped how buyers discover, evaluate, and select providers, amplifying challenges with buyer visibility, organizational preparedness, decision-making, and growth execution. The role of the demand leader is evolving from hand-crafting campaigns and programs to interpreting buyer signals and guiding adaptive engagement strategies. Organizations that pursue AI adoption without strengthening the people, processes, data, knowledge, and partnerships supporting demand risk scaling inefficiency, fragmentation, and poor buyer experience. This report explains how current and aspiring leaders can prepare by strengthening their judgment, adaptability, and decision discipline.

The traditional performance marketing model assumes that marketers can influence buyers once they enter the market, but today’s B2B buyers often begin their search with strong preferences already in place. Intent signals frequently reveal existing demand rather than create it, making many late-stage marketing efforts a pursuit of opportunities that are already leaning toward a competitor.

B2B organizations are entering a new era of revenue marketing, defined by agentic orchestration, unified data, and buying group intelligence, that is transforming revenue marketing platforms (RMPs) from systems of program execution into those of autonomous revenue execution. Customer interviews revealed that organizations increasingly expect platforms to dynamically coordinate journeys, surface next best actions, and reduce operational complexity through AI-powered agents. This report examines the major market trends shaping the future of RMPs and outlines how B2B organizations should prepare for the shift toward agentic revenue orchestration.

After completing a pilot program, account-based marketing (ABM) leaders must showcase findings to their leaders and either justify further investment or recommend a pivot. A well-designed ABM pilot provides the insights required to build a successful business case to expand the program, but the results may not always point clearly in one direction. In this report, we outline the key components to evaluate when building a post-pilot business case and offer guidance on how to interpret the results to shape the next phase.

Demand and frontline marketing leaders must confront a hard truth: Growth is no longer constrained by funding, but by focus. The strongest plans prioritize durable growth by anchoring investment in buyer preference, visibility in AI‑mediated channels, and disciplined AI and human execution. Leaders who rationalize programs, make explicit trade-offs, and rethink engagement models will outperform those using AI to scale the same old activities. This report helps marketers decide where to invest, what to cut, and how to align demand and account-based marketing (ABM) budgets to sustain growth in a buying environment disrupted by AI.

B2B buyers are increasingly decisive, exhibiting strong vendor preferences early in the purchase process. According to Forrester’s Buyers’ Journey Survey, 2025 , 68% have a front-runner in mind at the start of the buyer’s journey and select this preferred vendor 80% of the time. Overall, the preferred vendor wins 55% of the time. Buyer preferences vary by purchase type, however: the preferred vendor wins 58% of repeat/renewal purchases, 50% of add-on/additional purchases, and 46% of net new purchases. This data shows B2B buyers decide whom they want to work with well before a formal purchase process begins. This behavior is universal and relatively persistent across purchase types.

B2B buyers are increasingly independent, empowered, and decisive and form strong vendor preferences before they embark on a formal purchase process. To balance the near-term imperative of engaging with active buying group members with the longer-term goal of building preference in a market or segment, marketing leaders must unify brand and demand. Marketing teams that create campaigns and programs designed to build preference will drive greater efficiency and accelerate growth.

B2B brand and demand teams have long operated independently of one another. But at a time when buying decisions are made before a formal purchase process even begins, that separation is a major obstacle to growth.

In our evaluation of B2B revenue marketing platform providers, we identified the most significant ones and researched, analyzed, and scored them. This report shows how each provider measures up and helps you select the right one for your needs.