Nucleus Research Releases 2022 Marketing Automation Technology Value Matrix

MIAMI–(BUSINESS WIRE)–The move away from cookies has led to a rapid expansion of the marketing automation market as organizations of all sizes seek out compelling alternatives. By enabling organizations to respond quickly and deliver the same level of campaign targeting and personalization without third-party cookies, industry-leading solutions improve the value delivered to customers.

“Marketers are losing the ability to track customers with the same granularity, leaving marketing teams with the challenge of building a new set of tools to leverage first-party data and create meaningful customer profiles,” said said research analyst Cameron Marsh. “We found that companies across all industries plan to increase the personalization of marketing messages through personalizations based on AI and ML capabilities within their marketing automation platform.”

Over the past 12 months, industry leaders have focused on delivering the same level of campaign targeting and personalization without access to third-party cookies. Nucleus expects leaders to continue to focus on integrations with operational and back-office systems to differentiate their offerings over the next 18 months.

This year’s value matrix leaders deliver advanced functionality without sacrificing usability at scale. These include Adobe, HubSpot, Oracle, Salesforce, and SugarCRM.

This year’s Value Matrix Experts are organizations that deliver value to customers with complex use cases through deep functionality and industry-specific capabilities. These include Acoustic, SAP and SharpSpring.

This year’s Value Matrix enablers deliver value through greater ease of use and rapid implementation. These include ActiveCampaign, Act-On, Keap, Mailchimp, and Zoho due to their ease of use.

Basic providers offer basic functionality to organizations looking for a simple solution with a quick return on investment. The core vendors in this year’s Value Matrix are Demandbase, Drip, Klaviyo, and Sendinblue.

To download the complete 2022 Marketing Automation Technology Value Matrix, click here.

About Nucleus Research

Nucleus Research is the recognized global leader in ROI technology research. Using a case-based approach, we provide research streams and consulting services that enable vendors and end users to quantify and maximize the return from their technology investments. For more information, visit or follow our latest updates on LinkedIn.