Marketing automation software: The best and the rest, Summer 2013

Marketing Automation Software: The Best and the Rest SUMMER 2013

What is marketing automation?

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Marketing automation is a software platform designed for marketing departments and organizations to automate repetitive tasks.

Why use marketing automation?

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Sales and marketing organizations & departments use marketing automation platforms to streamline by replacing high-touch, repetitive manual processes with automated solutions.

So which marketing automation products are the best?

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Teradata (Aprimo)

Silverpop

Infusionsoft

Sales Engine

LeadFormix by CallidusCloud

Pardot (ExactTarget)

Act-On

SalesFUSION

Genoo

Eloqua (Oracle) HubSpot

Marketo

Net-Results

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On the Grid!, vendor ratings generate algorithmically in real time based on big data captured from peer reviews and social signals.

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LEADERS: TOPS IN SCALE + SATISFACTION

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HubSpot received the highest customer satisfaction ratings at 91% versus the average of 82% across the top 10 vendors.

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Hubspot encompasses all primary inbound marketing tools…I love that it gives our team the ability to log into a single dashboard, share data and updates, and access all of our marketing initiatives from one place.

Joanna B.

Manager of Digital Marketing & Sales

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HubSpot is growing very fast and with that come teething problems. There have been some issues with reliability of the service and plenty of (usually minor) bugs. Recently this has been much better…but for a while it was painful!

Stephanie W.

Marketing Technologist

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93% of Marketo users believe the company is taking the product in the right direction versus an average of 82% across the top 10 marketing automation vendors.

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Their online community is robust and active. The ability to quickly and easily customize landing page and email content, then run robust reports on the e"ectiveness and contribution to the bottom line is why I recommend this product again and again.

Michele A. Sr. Marketing Specialist

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Marketo will tell you that you don't need to know how to code to use it, but if you want your landing pages/emails it to look professional, you do need to review the html code yourself. Having a technical person set it up was vital.

Jill A. User Experience Architect

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Eloqua achieved the highest scale score, and customers reported a product feature satisfaction rating of 74%.

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Eloqua saves me time, makes me more productive, and has the flexibility to get the results you want with the least amount of e"ort.

Mark H. Marketing Operation

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Technical support is not consistent, issues take a long time to get resolved, and you hear di"erent answers depending on who you talk to.

Sara D. Manager, Sales Operations

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Pardot also earned high satisfaction scores with 97% of reviewers believing it was headed in the right direction.

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Implementation was easy and fast. Good documentation and excellent support. The tool itself is very intuitive and flexible.

Fernando A. Web Marketing Manager

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The organization of the platform could be better - simple folder organization would help the organization of the assets and thus increase productivity. The sync to our CRM platform was not as good as it could be.

Joy M. Marketing Strategist

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HIGH PERFORMERS: HIGH SATISFACTION, LESS SCALE

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Act-On users reported an 87% rate of satisfaction with product functionality.

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The interface is very intuitive. Dashboard creation, reporting, and email are all done very easily. Landing page creation has proven to be very seamless.

Joe G. Sr. Online Marketing Manager

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It's basic in design and could use a user-interface lift. I have a stomach for technical viewing, but many don't. I think if it o"ered a more easily understood layout and design it would be easier to introduce the service to my colleagues.

Todd H. Manager, Marketing Communications

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83% of LeadFormix (Callidus Cloud) reviewers are likely to recommend to the product.

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I like getting many of the features of a marketing automation tool without the hefty price tag to accompany it. It's more powerful than any email marketing tool and surprises me with its ability to connect the dots with web visitors.

Gary J. Online Marketing Specialist

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I would like their land page creation tool to be a little more robust. I have worked online with various landing page tools and even coded landing pages myself but I found the landing page tool somewhat di#cult to use at times.

Ron S. Supply Chain & Logistics

Marketing automation trends & stats

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IMPLEMENTATION

72% implemented with an in-house team

28% implemented via the vendor or a third party

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CONTRACT TERMS

1%

2%

9%

54%

25%

9%

4+ years

3 years

2 years

1 year

Month to month

No term

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TIME TO GO LIVE

12%

49%

27%

7%

3% 1% 1%

< 1 day

< 1 month

1-3 months

3-6 months

6-12 months

> 12 months

Never

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AVERAGE TIME TO ACHIEVE ROI

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CUSTOMER SATISFACTION

78% Average customer rate of satisfaction with marketing automation features

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