The Forrester Wave™: Customer Data Platforms For B2B, Q3 2025

Customer Data Platforms For B2B Vendor Product Comparisons 2025

Key features and pros and cons of top Customer Data Platforms For B2B products:

Adobe - Leaders

Pros:

Understands B2B's data needs and data's role in delivering AI-driven personalization at the contact, account, and buying group levels
Adobe Experience Platform provides a single system of truth with strong governance for all Experience Cloud products
Excels at natively supporting contact, account, and buying group profiles
Offers out-of-the-box, configurable contact, account, and buying group scoring
Provides buying group discovery capabilities

Cons:

In-depth analysis and insights across levels and journey phases requires Adobe Customer Journey Analytics B2B Edition, which was not generally available during the evaluation period
Customers would like more audience capacity
Public perception of being focused on B2C marketing needs to be further overcome

Oracle - Leaders

Pros:

Provides comprehensive suite of applications and cloud platform services from back- to front-of-house operations
Unity CDP comes out of the box with B2B and industry-specific data models that are editable through the UI
Excels at unifying profiles at the contact and account levels with dynamic, automatically updated profiles
Provides an extensive set of native AI models to support activities like scoring
Vision focuses on breaking down data silos across the organization

Cons:

Activating AI models requires technical resources
Setting up robust integrations for enriching data from third-party data providers requires technical resources
Customers struggled with implementation and the initial complexity of the product
Requires technical maturity to handle a complex system

Hightouch - Strong Performers

Pros:

Excels at integrations with first-party data sources and engagement systems
Effective, easy-to-use journey orchestration tool for multistep engagement activation
Journey orchestration includes simulation capabilities, a unique offering among competitors
Open data schema allows organizations to build or configure to meet any data needs
Customers can build or integrate their AI models in Hightouch
Customers applauded the open data schema and responsive, effective customer support team

Cons:

Composable, warehouse-native position means no out-of-the-box data or models
Requires organizations to build all data structures from the ground up
Requires robust data science teams and high data maturity
Some customers had concerns about activating data in real time due to the platform's composable nature

Salesforce - Strong Performers

Pros:

One of Data Cloud's biggest strengths is in privacy and consent, with modern privacy capabilities and granular control
Stands out for its ability to source data needed for in-depth, easy-to-use analysis of customers and marketing performance through embedded Tableau
Provides powerful known audience creation with available AI and analytics
Targets and supports not only marketing, but also sales and customer success
Distinguishes itself through its extensive ecosystem of certified partners and experts

Cons:

Account and buying group profile resolution and management need improvement to appeal to a B2B audience
Customers wish the pricing were easier to understand and manage
Most recent marketing cloud platform offering to join the B2B CDP landscape
Roadmap must focus more on B2B-specific use cases to stay competitive

Treasure Data - Strong Performers

Pros:

Provides an open, flexible, schemaless data architecture ready to adapt to different types of data models across various industries
Has an impressive set of data source integration and ingestion capabilities
Has strong, easy-to-use audiences with insightful dashboards present during segmentation
Treasure Insights module is a unique offering that provides out-of-the-box multitouch attribution
Customers value segmentation and activation functionality

Cons:

Lags other evaluated vendors in providing native data capabilities to support B2B account and buying group profiles
AI-first approach could discourage risk-averse businesses looking to master data fundamentals
Customers experienced challenges unifying data and want an improved UI

Uniphore - Strong Performers

Pros:

Offers best-in-class first-party data source integrations and management
Analytics integrations stand out with a query service providing direct connection to major business intelligence tools without migrating data
Provides out-of-the-box data models for B2B and industry verticals unlike many open schema counterparts
Customers were very satisfied with their implementations and the ability to integrate with engagement systems
Notable for its pricing flexibility and transparency

Cons:

Lags in integrations with third-party data providers
Out-of-the-box predictive models are limited, and only customizable using first-party data
Customers challenged by limited support for unstructured data and difficulties with resolving customer profiles

Contentstack - Contenders

Pros:

Good selection of out-of-the-box first-party data and engagement systems integrations
Has a strong web personalization software development kit to enable real-time web personalization
Data & Insights and digital experience platform capabilities can be used together to provide quick insight into audience-based content analytics
Customers like the ability to handle anonymous audience management

Cons:

Integration set is missing critical integration with third-party B2B sales and marketing and intent data providers
Lags in its support of account-level data and profiles
Customers are looking for better first- and third-party data unification
Contentstack did not provide reference customers for this evaluation
Before acquisition, Lytics lagged other evaluated vendors in innovation

Leadspace - Contenders

Pros:

Excels at seamless third-party data enrichment as a sales and marketing data provider
Seeks to meet sales and marketing customers where they normally work, with capabilities embedded in common sales and marketing tools
Provides support for account-level data
Customers appreciate data cleansing, enrichment, and unification capabilities
Focused solely on B2B
Equally focused on solving marketing's and sales' customer data problems

Cons:

Lacks many of the standard, out-of-the-box connectors other CDPs provide
Many integration and data management activities must be performed by Leadspace
Lags in providing sufficient capabilities to help customers build and explore buying groups and their members, profiles, and dynamics
Customers want more self-service options and more roadmap awareness and transparency
Hasn't kept pace with competitors in evolving its vision, innovation, and roadmap

Scal-e - Contenders

Pros:

Has built compliance into the product's DNA as a European provider
Understanding of B2B's critical third-party data enrichment needs shows through its data partnerships and integrations
Has powerful data management capabilities, with out-of-the-box B2B and industry-specific models
Customers can modify models through a no-code interface
Supports unstructured data
Customers value data management and unification abilities, as well as its competitive pricing

Cons:

Range of out-of-the-box AI models and workbench capabilities isn't as expansive as many competitors
Technical skills are required for unstructured data support
Roadmap is not as extensive as other B2B CDP offerings
Must speed up AI development to keep up with agent- and assistant-focused competitors
Customers want stronger capabilities for anonymous audiences and a better UI

Tealium - Contenders

Pros:

One of Tealium's greatest strengths is its enormous integration catalog for data sources and engagement systems
Has powerful privacy and consent capabilities, offering both a built-in consent manager and native integrations with major consent management platforms
Customers like easy integrations and straightforward audience building
Modular approach allows customers to take a phased approach to CDP onboarding and investment

Cons:

Lags competitors with missing unstructured data ingestion
Lack of native capabilities for accounts and buying groups shows B2C focus
Vision doesn't connect the dots on how it will help B2B GTM teams achieve measurable business outcomes
Must understand and provide native capabilities to support B2B's unique needs and data complexities
Customers restricted by limited sandbox capabilities, included reporting and dashboards, and B2B data enrichment
None of the reference customers used Tealium to support accounts, buying groups, or opportunities

Twilio - Contenders

Pros:

Known audience segmentation remains a strength
Has good data management capabilities and a flexible data architecture with configurable schemas
Boasts seamless integrations with first-party data sources and numerous engagement systems
Customers value implementation and deployment experience and ability to build profiles on online and offline data

Cons:

Missing critical native integrations with third-party sales and marketing data providers for profile enrichment
Setting up to support account profiles requires some level of customization
Communications-centric vision limits the product's appeal to traditional CDP buyers looking to understand customers across the customer lifecycle
Initial journey use cases tend to focus on single events compared to complex journey orchestration provided by competitors
Customers would like improvements to dashboards and a clearer pricing model
Twilio did not provide reference customers for this evaluation

FAQs

Q: Which vendors are Leaders in 2025?

A: Adobe, Oracle

Q: What does "Leader" mean in Forrester Wave terms?

A: Leaders in Forrester Wave evaluations demonstrate the strongest current offering and strategy. They excel in meeting the evaluation criteria with robust capabilities that address market needs effectively. In the B2B CDP space, Leaders show deep understanding of B2B data complexities, provide comprehensive support for contact, account, and buying group profiles, offer strong AI and analytics capabilities, and have clear roadmaps for continued innovation in the B2B customer data platform market.

Q: How do I interpret a Forrester Wave?

A: https://www.forrester.com/policies/forrester-wave-methodology/

Report:

Top Vendor Products for Customer Data Platforms For B2B in 2025

Customer Data Platforms For B2B Vendor Product Comparisons 2025

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FAQs

Q: Which vendors are Leaders in 2025?

Q: What does "Leader" mean in Forrester Wave terms?

Q: How do I interpret a Forrester Wave?

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