Finding the right marketing automation platform for your company is always a major challenge. This is because the platform must be tailored to the different needs and requirements of the company and be able to cover these optimally in order to generate many leads. To simplify the search in 2023, there is the Gartner Magic Quadrant Marketing Automation 2023 comparison portal. In the following article, we present the best marketing automation solutions according to Gartner. 
What is Gartner Magic Quadrant Marketing Automation 2023?
Gartner is a platform on which various B2B marketing automation platforms can be evaluated and compared. The various marketing automation platforms are evaluated according to relevant categories. These include evaluation and contracting, integration and deployment, service and support and product capabilities. In addition to these ratings, a large number of reviews, likes and dislikes are expressed on Gartner. In this way, a company looking for a platform can inform itself through other opinions and experience reports.
However, this platform can be a good starting point not only for new users, but also for companies that want to change their marketing automation tool.
The best marketing automation platforms in 2023
The following marketing automation platforms are at the top of the Gartner Magic Quadrant Marketing Automation 2023 list
1. HubSpot
The all-in-one platform for inbound marketing, sales, CRM and customer service has already impressed with its features as Customer Choice 2022. HubSpot is described by existing customers as the most effective and user-friendly marketing automation platform. However, it is criticized that HubSpot is not a "customer-first company" and is therefore not ideal for smaller companies. HubSpot is mainly used by companies that generate more than USD 50 million and operate in the regions of North America, Europe, the Middle East and Africa. The higher cost of the solution is also viewed critically by some users. Nevertheless, HubSpot is one of the most-reviewed marketing automation platforms on Gartner's site (2036 ratings) and has secured first place with 49 percent 5-star ratings.
- Evaluation & Contracting: 4.4/5
- Integration & Deployment: 4.4/5
- Service & Support: 4.5/5
- Product Capabilities: 4.4/5
2. Zoho CRM
Zoho CRM is a CRM for sales, marketing and support. This marketing automation platform was also awarded the Customer Choice Award in 2022 and offers many advantages. Particularly praised by users is the almost seamless integration of data records from tables into the CRM. Zoho is also praised for its ease of use, and the free version in particular is ideal for smaller companies that only want to track leads and contacts. However, the fact that integration with other platforms is sometimes difficult and requires a high level of technical expertise is criticized.
Zoho is one of the top favorites on the Gartner Magic Quadrant Marketing Automation 2023 list (Image: zoho.com)
Perhaps for these reasons, Zoho has the most 4-star ratings (48 percent) in the Gartner Magic Quadrant Marketing Automation 2023. Nevertheless, 83 percent of the 711 users would recommend this marketing automation platform to others. Most reviewers come from companies in the software/IT industry.
- Evaluation & Contracting: 4.4/5
- Integration & Deployment: 4.4/5
- Service & Support: 4.4/5
- Product Capabilities: 4.5/5
Zoho compared to Hubspot
Although the two tools have a different number of ratings on Gartner, the two marketing automation platforms can be compared well. This shows that Zoho has a significantly higher flexibility in pricing, easier deployment and a better ability to understand needs. However, these are the only points where Zoho scores better than HubSpot. Otherwise, HubSpot scores with better quality and a higher rating.
3. Salesforce Marketing Cloud Account
This marketing automation tool is the leading tool for working with Sales Cloud. It offers robust functions to efficiently manage and address target groups. The design concept is also frequently praised. However, the many different functions of Salesforce can also be a hurdle. This is because it takes time to understand all the features and to be able to use them properly. According to the reviews, Salesforce only works as well as the company's internal data integrity, which makes analysis much more difficult and means more internal work. Salesforce is also most commonly used by large companies in the IT and service industries. However, most of the 646 ratings are in the 4-star range.
- Evaluation & Contracting: 4.2 /5
- Integration & Deployment: 4.2/5
- Service & Support: 4.1/5
- Product Capabilities: 4.3/5
Salesforce compared to Zoho
In this comparison, Zoho's better rating by far is immediately apparent. Zoho's performance was rated higher in all categories. Salesforce is above 4 on the points scale (1-5) in almost all cases, but this still indicates a very good performance.
Which platform is the right one now?
The answer to this question varies from company to company. What is clear, however, is that HubSpot has long been at the top of the Gartner Magic Quadrant Marketing Automation and will probably remain so in 2023. When looking for the right marketing automation solution, the Gartner Magic Quadrant Marketing Automation 2023 is definitely a good place to start.
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