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Forrester Consulting

B2B email marketing: email marketing service providers or marketing automation platforms?

Many email marketing service providers are adding features to their platforms that make them look more and more like marketing automation platforms, including features such as complex automatic email messages that are triggered by predefined subscriber interactions and lead management features.

On the other hand, you have the marketing automation and lead generation platform pure players with companies such as Eloqua, Marketo and several others.

In B2B (email) marketing, email is increasingly becoming a way to follow the customer in every step of his buying process and to provide personalized information, based on the signals the customer gives via a multitude of channels, including the website, social media etc. It’s fully integrated marketing (automation). You can expect this market to change a lot and it will be interesting to see how ESPs and MAPs evolve. One of them is Silverpop.

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Categories Email marketing, Marketing automation Tags accountability, automatic email messages, B2B email marketing, buying process, Eloqua, email marketing service providers, engagement marketing, ESP, Forrester Consulting, integrated marketing, lead management, lead scoring, leads, MAP, marketing automation platform, marketing automation platforms, Marketo, predefined subscriber interactions, sales collaboration, sales pipelines, SAS, Silverpop, Unica

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