Constellation Research recently released its 2025 Short List for the top B2B marketing automation platforms, highlighting enterprise solutions that assist organizations in delivering revenue-driving demand through AI-powered marketing and account-based strategies. The shortlist was developed on tools that delivered personalized campaigns, efficient sales integrations, and advanced analytics for large organizations with sophisticated marketing needs.
AI-Driven Marketing Automation Fuels an Enterprise Renaissance
Artificial Intelligence is transforming enterprise marketing automation. Today, organizations can get closer to delivering:
- Hyper-personalized campaigns at scale
- Ultra-fine-grained segments of accounts
- Automated asset + content creation
“These platforms enable marketers to orchestrate account-centric journeys with efficiency by combining creative automation with revenue-generating intelligence,” states Liz Miller, Principal Analyst, Constellation Research.
2025 Shortlist Evaluation Criteria
Constellation reviewed 50 platforms that met a strict set of criteria in seven categories:
- Ease of Use & Onboarding: Designed for use by enterprise teams who will also be using it across many lines of business
- CRM & Sales Integration: out-of-the-box integration with Salesforce, Microsoft Dynamics, etc.
- Collaborative Synergy: Seamless communication among marketing, sales, and client services to achieve shared goals.
- AI Capabilities: Agentic workflows, generative AI content, and predictive segmentation
- Analytics & Reporting: Role-based dashboards, A/B testing, and attribution analysis.
- Compliance & Scalability: Compliance coordination for teams or global teams.
A rigorous evaluation process confirms that the Shortlist represents platforms that can produce real and scalable marketing results.
2025 Constellation ShortList: Enterprise Marketing Automation Platforms
The 2025 ShortList of enterprise marketing automation platforms to consider has seven providers in the universe:
Adobe Marketo Engage – Advanced lead scoring, ABM fully supported, workflow, and personalization.
Marketing Creatio – Flexible workflows and inherent CRM,
HCL Unica – Enterprise analytics and campaign management,
HubSpot – Scalable AI-powered automation – effective for large teams,
Microsoft Dynamics 365 Marketing – Loose coupling between sales and marketing,
Oracle Fusion Marketing – Intelligent segmentation of multi-channel email campaigns,
Salesforce Marketing Cloud Account Engagement – Strong ABM and AI-driven insight.
All of these platforms are enterprise-grade for B2B marketing automation, with full capability for B2B touch-points across channels, including analytics, and with sales integration.
Major Trends for Enterprise Marketing Automation
Enterprise Marketers are also emphasizing:
Account-Based Marketing (ABM) – directing marketing spend by marketing to high-value accounts;
AI-Powered Personalization – using predictive insights to market smarter;
Integrated with Sales & CRM – providing users with workflow integration;
AI-driven content generation for streamlining campaign assets and workflow automation;
Data-Driven Insights – with attribution reports and dashboards with role-based views.
These trends are signs of things to come for marketing tools to step up their capabilities using intelligence and creativity to deliver the insights needed to measure success.
Why Large Companies Should Take Notice
Large organizations (especially those with more than 3,000 employees and/or numerous business units) need a platform that will:
- Provide personalized experiences at scale
- Connect campaigns directly with sales impact
- Maximize customer experiences across channels
- Use AI to provide predictive recommendations and create content
When organizations adopt similar AI-enabled solutions, they can show ROI for the organization, while allowing teams to create campaigns that reflect complex business strategies and make a significant impact on targeted audiences.
Advancing: The future of enterprise marketing automation is on our minds
Constellation publishes its ShortList each year with innovations and changes to how enterprises need marketing automation. Platforms that can integrate AI with ABM, generative content, and analytics will continue to be the foundation for organizations to:
- Execute and automate multi-channel campaigns
- Analyze advanced reports for solvable insights
- Ensure marketing, sales, and customer support work in concert to boost earnings.
“The role of AI combined with B2B marketing automation isn’t a distant trend; it’s already transforming the industry today. This is the present,” says Liz Miller. “These platforms allow organizations to execute multi-channel, personalized campaigns that drive revenue across complex enterprises.”
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