The Marketing Automation Revolution
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HubSpot holds a leading 50% market share in marketing automation among B2B marketers, with Eloqua ranked highest based on revenue generation. While adoption of these platforms continues to rise, many organizations are not fully utilizing their features, particularly in email marketing, which is the most commonly used function. Despite the effectiveness perceived by senior marketers, significant room for improvement remains in leveraging the full potential of these technologies.
The Marketing Automation Revolution
- 1. 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 USING THEM TO THEIR FULL POTENTIAL of B2B marketers using 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-level B2B marketer over PROGRESSIVE PROFILING ONLINE BEHAVIOUR PROFILING SCORING LEADS REFERENCES INCREASE LEAD GENERATION 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 IN EFFICIENCY ENHANCED LEAD SCORING, NURTURING AND DISTRIBUTION PROCESS IMPROVED LEAD 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 AUTOMATION NOW THAN IN 2011 more B2B organizations11X 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 Revenuein$millions chiefmartec.com/2015/04/im-sorry-marketing-software-still-flux 1