Third Door Media via Digital Marketing Depot

A Digital Marketing Depot Research Report

M A R K E T I N T E L L I G E N C E R E P O R T :

B2B Marketing Automation Platforms 2015:A Marketer’s Guide

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Scope and methodology ........................................................................................................... 2B2B marketing automation market overview .......................................................................... 3

........................... 3 ...... 4

.......................................... 4B2B marketing automation market trends .............................................................................. 5

......................... 5................................... 5

............. 6 ................................................. 6

B2B marketing automation platform capabilities ................................................................... 7 ....................................... 8

Choosing a B2B marketing automation platform ................................................................. 10 ................................................................. 10

.................................................... 11 ............................................. 11

........................................................ 13 ..................................................................................... 13

........................................................... 14Conclusion ................................................................................................................................. 15Vendor profiles ......................................................................................................................... 16

................................................................................................................ 16 .............................................................................................................. 19

...................................................................................................................... 21 ............................................................................................................................... 23

............................................................................................................................ 25 ........................................................................................................................ 27

............................................................................................................................. 29 .................................................................................................................... 31

........................................................................................................... 33 .......................................................................................................................... 35 ......................................................................................................................... 37

.............................................................................................. 40 ........................................................................................................................ 42

............................................................................... 44Resources .................................................................................................................................. 46

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

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A campaign management system that drives prospect interactions with the brand, measures prospect response to marketing programs, and delivers prospect information to sales representatives through the company’s CRM or salesforce automation (SFA) systems. When used effectively, marketing automation systems will deliver a continuous flow of qualified leads to the salesforce, as well as the data needed to close sales with those leads.

February 2015Editorial Advisor: Scott Brinker

Writer: Karen BurkaEditor: Claire Schoen Third Door Media

B2B Marketing Automation by Salesforce

Sales and Marketing — together at last.

www.pardot.com

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Source: Raab Associates 2014 VEST

Table 1: B2B marketing automation systems revenue (in US$ millions)

$100$225

$325

$500

$750

$1,200

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

2009 2010 2011 2012 2013 2014

Reve

nue

in $

mill

ions

B2B marketing automation vendors are benefitting from their product success, as marketing automation systems revenue grew 60% to $1.2 billion in 2014...

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Vendors use M&A, venture funding, and rebranding to capture market opportunities Selected Marketing

Automation Vendor Funding 2014January:

April:

April:

May:

October:

October:

Source: Third Door Media

Source: Third Door Media

Table 2: Selected marketing automation M&A, 2013-2014

Vendor

March 2013

Date

Acquired Notes

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Trend #1: Continued expansion of the marketing automation ecosystem

The speed of marketing automation change has led even the largest vendors to open their platform architecture to facilitate integration with a wide range of independent software vendors (ISVs).

Source: Third Door Media

Table 3: The expanding B2B marketing automation ecosystem

Marketing automation

platform

Web publishing

(Wordpress, Drupal

Social media(Facebook,

Twitter, LinkedIn)

Data and intelligence (Data.com, GoodData, ZoomInfo)

Event registration

(Cvent, WebEx,

GoToWebinar)

CRM(Salesforce,

Sugar, NetSuite)

PPC/SEO management

(AdWords, Google

Analytics)

Video marketing, tracking (Wistia,

Vidyard)

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Trend #2: B2B adapts predictive analytics for lead scoring

Trend #3: Software as a Service (SaaS) evolves to Marketing as a Service (MaaS)

Venture capital fuels predictive analytics growth in 2013-2015

December 2014:

May 2014

February 201

October 2013

March 2013

Source: Third Door Media

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Email marketing campaigns

Virtually all marketing automation platforms provide the ability to create, send, and measure personalized email campaigns.

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Table 4: Selected marketing automation vendor capabilities

1

2

3

Act-On

Infusionsoft3

Marketo

Salesfusion

Oracle Eloqua

Silverpop (IBM)

Sales Engine Media

StrongView

Salesforce (Pardot)

Teradata

HubSpot

AutopilotHQ

eTrigue

Adobe Campaign2

4

8

4

4

4

4

4

4

4

4

4

8

4MD, 4 4 44 4 4 44 8 8

8

8

4

8

8

4

8

4

4

MD,

MD,

MD,

MD,

MD,

4 4 44 8 4 44 8 4

4

4

4

4

4

4

4

4

4

8

4

4

4

8

4

4

4

8

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

4

8

4

4

4

8

4

4

4

4

4

4

4

8

4

8

8

4

4

8

4

8

4

4

4

4

4

4

4

4

4

4

4

4

4

4

8

4

4

4

4

4

4

44 4 44 4 4 44 4 4

44 8 44 8 8 44 8 8

8

4

4MD, 4 4 44 4 4 84 8 8

8MD, 4 4 48 4 4 84 4 4

Vendor Mobile optimization

Dynamic content Social media ISV ecosystemEmail marketing

Email Analytics APIScheduled/Drip

Landing pages Triggers App

marketplaceTriggered Website personalization Profiling

Native CRM

integration1

PPC/SEOtracking

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Website, landing page, and web form development

Mobile optimization

Lead management

Lead capture.

Lead scoring.

Lead nurturing.

ROI and revenue reporting

Creating an engaging experience for mobile prospects has become a must-have capability for every digital marketer.

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Multichannel campaign management

CRM and ISV integration

The benefits of using B2B marketing automation

B2B marketers are using a wider variety of digital marketing channels to reach prospects and customers with relevant messages on their preferred devices.

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the marketing automation platform decision-making process.

Increased marketing efficiency.

Enhanced ability to generate more and better qualified leads.

A multichannel view of prospect behavior.

Better alignment of sales and marketing goals.

Improved lead conversion and ROI.

Recommended steps to making an informed purchase

Step One: Do you need a marketing automation platform?

1. Have we outgrown our current marketing system?

2. What marketing automation capabilities are most critical to our business?

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

3. What kind of marketing automation platform do we need?

4. What are our goals?

5. Does management support this purchase?

6. Do we have the internal skillset and staff necessary?

7. How will we measure success?

8. Have we realistically assessed the cost?

Marketing automation is not a one-size-fits-all solution; it’s important to find the right fit.

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Step Two: Identify and contact appropriate vendors

Step Three: Scheduling the demo

Once you have determined that marketing automation software makes sense for your business, spend time researching individual vendors and their capabilities.

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, speak with one or two customer references, preferably someone in a business similar to yours.

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

n

Finding the best marketing automation platform for your organization requires a rigorous internal assessment of your business’s marketing and sales strengths, challenges, needs, and goals.

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

Act-On Inbound

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Act-On Insight

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product Details

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Dior

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

Beta

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

DPT

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

3-D Lead Scoring

CRM and ISV Integration

eTrigue for AppExchange

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key Executives

Company overview

2013.

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

Campaign Canvas, a

Profiler, Engage, and Discoveries

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

Insight

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

35

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Precor

Key executives

Company overview

Product overview

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

Email Marketing

Lead Scoring

Landing Pages

Multi-Channel Marketing (MCM)

SocialFusion

Reporting

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

WebForensics

LeadAnalyzer

CRM and ISV Integration

Event

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsPricing and support

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Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

41

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

42

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

43

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

44

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Target customer

Key customers

Key executives

Company overview

Product overview

45

Vendor Profiles

M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Product DetailsSocial media strategy

Reporting and analytics

CRM and ISV integration

Pricing and support

and

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M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing Automation Platforms 2015: A Marketer’s Guide

Blogs

Websites

Articles

Research reports