Gartner Magic Quadrant Marketing Automation 2023

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Finding the right marketing automation platform for your business is always a big challenge. Because the platform must Be tailored to the different needs and requirements of the company and these Cover optimally to generate a lot of leads. To simplify the search in 2023, there is the comparison portal Gartner Magic Quadrant Marketing Automation 2023. In the following article, we present the best marketing automation solutions according to Gartner. 

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What is Gartner Magic Quadrant Marketing Automation 2023? 

Gartner is a platform on which different B2B marketing automation platforms can be evaluated and compared. The various marketing automation platforms are evaluated for evaluated according to relevant categories. These include evaluation and contracting (assessment and contracting), integration and deployment (integration and deployment), service and support (service and customer support), and product capabilities. In addition to these evaluations, a lot of Reviews, Likes and Dislikes expressed. In this way, a company looking for a platform can inform itself through other opinions and experience reports.

Get relevant information through the Gartner Magic Quadrant Marketing Automation 2023.
Get relevant information through the Gartner Magic Quadrant Marketing Automation 2023. (Image:

But not only for newcomers can this platform be a good starting point, but also companies that want to change their marketing automation tool will find here an insight into the depths of the different platforms. 

Best Marketing Automation Platforms 2023 

The following Marketing Automation platforms top the Gartner Magic Quadrant Marketing Automation 2023 list.  

1. HubSpot  

The all-in-one platform for inbound marketing, sales, CRM and customer service already convinced with its features as Customer Choice 2022. HubSpot is considered by existing customers and clients to be the most effective and user friendly Marketing Automation Platform described. However, it is criticized that HubSpot is not a "customer-first company" and thus not optimal for smaller companies. HubSpot is mainly used by companies that make more than USD 50 million and are deployed 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 one of the most reviewed marketing automation platform on Gartner's side (2036 ratings) and can secure 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 launched in 2022 with the Customer Choice Award excellent and brings many advantages. Particularly praised by the users and users is a Almost seamless integration of data records from tables into the CRM. Zoho is also praised for its ease of use, especially the free variant 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.

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Zoho is among the top favorites on the Gartner Magic Quadrant Marketing Automation 2023 list (Fig:


Perhaps for these reasons, Zoho has the most 4-star ratings (48 percent) in Gartner Magic Quadrant Marketing Automation 2023. Still, 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 compare well. Here, it can be seen 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 compared to HubSpot. Otherwise, HubSpot scores with better quality and higher rating. 

3. Salesforce Marketing Cloud Account  

This marketing automation tool is the leading tool for collaboration with Sales Cloud. It offers robust features to manage and address target groups efficiently. The design concept is also often praised. However, Salesforce's many different features can also be a hurdle. After all, it takes time to understand all the features and be able to use them flawlessly. According to 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 often used by large companies in the IT and services 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 noticeable. Zoho's performance was rated higher in all categories. Salesforce is above 4 on the point scale (1-5) in almost all cases, but this still speaks for a very good performance. 

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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 likely continue to do so in 2023. For the search for the right Marketing Automation Solution the Gartner Magic Quadrant Marketing Automation 2023 is definitely a good starting point. 


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