Thryv's Constellation Recognition: A Catalyst for Outperforming in the SME B2B Marketing Automation Boom

In the rapidly evolving landscape of B2B marketing automation, Thryv has emerged as a standout contender for small and midsize businesses (SMBs). Its recent inclusion in Constellation Research’s 2025 ShortList™ for Marketing Automations for SMBs underscores its innovative approach and market relevance. This recognition, awarded to just eight companies after a rigorous evaluation of client inquiries, market share, and real-world impact, positions Thryv as a leader in a sector poised for explosive growth [1].

A Market on Fire: Why SMEs Are Driving the Automation Revolution

The SME-focused B2B marketing automation market is accelerating at an unprecedented pace. By 2033, the global market is projected to grow at a 14.5% CAGR, expanding from $3.1 billion in 2025 to $9.4 billion [5]. This surge is fueled by SMEs’ urgent need to digitize operations, reduce costs, and compete with larger enterprises. Tools that automate lead scoring, email campaigns, and customer analytics are no longer luxuries—they’re survival tools [5].

Thryv’s Competitive Edge: Beyond the Hype

While platforms like HubSpot and Salesforce dominate headlines, Thryv’s differentiation lies in its hyperfocus on SMEs. Unlike HubSpot’s all-in-one but complex ecosystem or Salesforce’s enterprise-centric pricing, Thryv offers a streamlined, affordable platform with integrated payment processing, SMS marketing, and appointment reminders—features critical for SMBs [3]. Its recent acquisition of Keap has further expanded its reach, adding tools tailored for local businesses and enhancing international market penetration [2].

Moreover, Thryv’s financials tell a compelling story. In Q2 2025, SaaS revenue surged 48% year-over-year to $115 million, with seasoned net revenue retention hitting 103%—a testament to customer loyalty and cross-selling success [6]. This outpaces even the broader market’s 15.3% CAGR, suggesting Thryv is capturing market share faster than its peers [4].

The Long Game: Why Investors Should Pay Attention

Thryv’s strategic pivot to SaaS has transformed its business model. With net debt reduced to $274 million and a clear path to profitability, the company is now primed to scale. Its upcoming Thryv Workforce Center, integrating payroll and employee management, exemplifies its “all-in-one” vision—a critical differentiator in a fragmented SME market [2].

Critics may point to competitors like Zoho or Pipeliner CRM, but Thryv’s blend of affordability, ease of use, and vertical-specific tools (e.g., for the Hemp industry) creates a moat. As CEO Joe Walsh noted, the company has navigated its “pinch point” and is now in a high-growth phase [6].

Conclusion: A High-Conviction Play in a High-Growth Sector

Thryv’s Constellation recognition isn’t just a badge—it’s a signal that the market is ready to embrace its value proposition. With the SME B2B automation sector expanding rapidly and Thryv’s financials and product roadmap aligning with this trend, the company is uniquely positioned to outperform. For investors, this is a rare opportunity to back a SaaS leader with both scalability and specificity.

Source:
[1] Thryv Selected for Constellation ShortList™ for B2B Marketing Automation Platforms for Small Midsize Businesses [https://www.businesswire.com/news/home/20250828795899/en/Thryv-Selected-for-Constellation-ShortList-for-B2B-Marketing-Automation-Platforms-for-Small-Midsize-Businesses]
[2] Thryv Hosts Analyst Day, Announces SaaS Inflection Points and Key Strategic Priorities [https://www.thryv.com/news/thryv-hosts-analyst-day-announces-saas-inflection-points-and-key-strategic-priorities/]
[3] HubSpot vs Thryv: Which is The Best CRM For You in 2025? [https://www.fahimai.com/hubspot-vs-thryv]
[4] Marketing Automation Market Size | Industry Report, 2030 [https://www.grandviewresearch.com/industry-analysis/marketing-automation-software-market]
[5] B2B Marketing Automation Software Decade Long Trends [https://www.archivemarketresearch.com/reports/b2b-marketing-automation-software-38265]
[6] Thryv Q2 2025 slides: SaaS revenue jumps 48%, now majority of business [https://www.investing.com/news/company-news/thryv-q2-2025-slides-saas-revenue-jumps-48-now-majority-of-business-93CH-4159877]