ANNOUNCEMENT

Hexaware Positioned as a Visionary in the 2026 Gartner® Magic Quadrant™ for Custom Software Development Services

Gartner, Magic Quadrant for Custom Software Development Services, By Jaideep Thyagarajan, Ryan McKinney, Nathan Davie, 7 October 2026. Gartner and Magic Quadrant are trademarks of Gartner, Inc. and/or its affiliates. Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner’s business and technology insights organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose. This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Hexaware.

Marketing Automation

What is marketing automation?

A key element of digital campaigns, marketing automation uses software to handle routine tasks such as social media and email marketing, enabling automated marketing campaigns. It supports activities like lead nurturing and scoring, customer segmentation, cross-selling, up-selling, retention strategies, and measuring marketing ROI.

How does marketing automation benefit businesses?

Marketing automation technology helps businesses scale efforts, send personalized and targeted messages, collaborate with sales, and track results, plus much more. It takes on tedious, manual, tactical tasks, freeing teams to focus on higher-level tasks such as strategy. Marketing automation services drive better customer engagement and ROI by improving the efficiency and effectiveness of sales and marketing efforts.

What are the different types of marketing automation tools?

Some marketing automation systems or platforms are designed for specific aspects of digital marketing, while others are all-in-one platforms that handle multiple marketing tasks. Whether it is B2B, B2C, small business, or mobile automation, these tools can commonly manage email marketing, social media marketing, CRM, lead generation and nurturing, advertising, event and webinar, e-commerce, analytics and reporting, and customer data.

How is AI enhancing marketing automation?

AI improves marketing automation systems with better personalization, predictive analytics, and deeper insight into customer behavior. With AI, companies can really understand and predict what their customers need, recommending relevant content for email marketing and drip campaigns, and even sending it when the user is most likely to engage with it.

How do you measure the success of marketing automation?

Tracking metrics such as email open rates, click-through rates, lead conversion rates, customer engagement, and ROI can help evaluate the success of a marketing automation strategy. These data points let marketers see where their campaigns are doing well or not, thus enabling continuous optimization. This results in more targeted and higher-quality leads and better campaign performance in the long run.

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