Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. But does the B2B need the same platform components as B2C?) 3) Marketing automation – lead by firms like Aprimo, Unica, Oracle/Siebel and SAS, this category is at the core of what Forrester calls the Marketing Technology Backbone.