The Architecture Of The B2B Marketing Tech Stack

April 20th, 2021

Lori Wizdo

With contributors:

Steven Casey , Caroline Robertson , Miriam ElKorchi , Kara Hartig

Summary

B2B marketing professionals depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. Marketing automation vendors are delivering broad-reaching capabilities to streamline and integrate the processes of sales and marketing. But B2B marketers can’t buy a complete marketing automation solution off the shelf. While B2B marketing automation platform (MAP) solutions provide the core of engagement automation, a myriad of point solutions is available to augment that core and improve execution results. Integrations into other enterprise technologies (e.g., CRM, web content management, and business analytics) must be factored in as well. This report is a rundown of the marketing technology (martech) landscape you can use to inform your martech stack decisions.

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