The Marketing Automation Revolution

At almost 50% market share, HubSpot

leads the charge when you look at the

NUMBER OF COMPANIES using the MAP...

The majority of senior-level B2B marketers surveyed consider their organizations Marketing Automation efforts somewhat effective.

...But Eloqua is at the top when you break

it down by the REVENUE ENABLED by

each platform.

FEEL THAT THEY’RE NOT USINGTHEM TO THEIR FULL POTENTIAL

of B2B marketersusing MAPs

$0

$200

$200

$225

$325

$500

$750

$1,200

$400

$600

2009 2010 2011 2012 2013 2014

$800

$1,000

$1,200

$1,400

Revenues for B2B marketing automation systems increased 60% to $1,200 million in 2014,

compared to a 50% increase in 2013.

21%

26%11%

17%

11%9%

4.6%

49.6%

14.9%

13.6%

9.5%

7%2.7%

2.7%

Adoption of Marketing Automation Platforms continues to rise, but there’s still room to grow for both the technology and its users.

"The evolution of marketing technology is not winding down. It’s heating up."— Scott Brinker, Ion Interactive

MARKETING AUTOMATION REVOLUTION

THE

NO SIGN OF SLOWING DOWN

HOW EFFECTIVE ARE MARKETERS?

WHAT DOES THE MARKET SHARE LOOK LIKE?

ROOM FOR IMPROVEMENT

BY NUMBER OF COMPANIES

SOMEWHAT EFFECTIVE NOT AT ALL EFFECTIVE

BY REVENUE ENABLED

61% 8%

50%of senior-levelB2B marketer

over

PROGRESSIVEPROFILING

ONLINE BEHAVIOURPROFILING

SCORINGLEADS

REFERENCES

INCREASE LEADGENERATION

TOP 5 BENEFITS IDENTIFIED BY B2B MARKETERS

According to a survey of senior-level B2B marketers, organizations have yet to fully adopt all the features of their marketing automation with email marketing as the most common function.

FUNCTIONAL ADOPTION OF MARKETING AUTOMATION

WHAT FEATURES ARE MARKETERS USING?

Email Marketing 95%

CRM Integration 87%

Campaign Management 76%

Landing Page Creation Ability 74%

Lead Management 72%

Campaign Effectiveness Analytics 59%

Integration With Other Systems 57%

Segmentation 54%

Website Visitor Demographic Report 50%

Web Analytics 48%

Marketing ROI Analysis 48%

Content Management 41%

Website Content Optimization 35%

PPC Advertising 24%

Sales Intelligence 17%

1 2

BETTER PROSPECT/ LEAD INSIGHT

INCREASE INEFFICIENCY

ENHANCED LEADSCORING, NURTURING AND

DISTRIBUTION PROCESS

IMPROVEDLEAD QUALITY

3 4 5

2.

1.

3.

5.

6.

5.

4.

5.

7.

venturebeat.com/2014/07/31/study-marketing-automation-lacks-experienced-users-demands-more-resources

2

raabassociatesinc.com/2014/02/20/raab-report-b2b-marketing-automation-to-reach-1-2-billion-in-2014

3

venturebeat.com/2015/01/27/marketing-automation-surprise-eloqua-top-market-share-10-penetration

4

uberflip.com

VERY EFFECTIVE

31%

Revenues for B2B marketing automation vendors continue to grow as adoption increases and existing customers expand their systems. We also see continued extension into new industries, new features, and new vendor services.” — David Raab, Raab Associates Inc.

Rather than trying to house everything in one monolithic marketing automation system, tomorrow’s platforms will be more intelligent and thinner, plugging in many smaller specialized applications.” — Vik Singh, Infer

identified they could improve lead qualification in the following areas:

85%

ARE USING MARKETING AUTOMATIONNOW THAN IN 2011

more B2Borganizations11X

www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-automation-2015

5

“

“

www.siriusdecisions.com/Blog/2014/Feb/Eight-is-NOT-Enough-Increasing-Adoption-of-Marketing-Automation-Platforms.aspx

6

techcrunch.com/2015/04/23/the-future-of-marketing-automation

7

Rev

enu

e in

$ m

illi

on

s

chiefmartec.com/2015/04/im-sorry-marketing-software-still-flux

1