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Marketing Automation by the Numbers

The last 3 years have been formational years for marketing automation. What used to be a question in the mind of most MARKETING AUTOMATION marketers is now a must. While adoption rates are still low, the projected increase, user understanding and additional vendors flooding this space are evidence that automation is on the rise. BY THE NUMBERS With the rapid change and relevance of marketing in B2B coupled with recent automation acquisitions by Oracle, Terradata and IBM into the automation mix, the future is bright for the marketing automation industry. As evidenced by this infographic, the marketing automation industry is impacting small and large business alike, it provides marketers the ability to impact revenue, and the potential growth is virtually unlimited. KEY DEMOGRAPHICS The 2010 adoption rate for Marketing Automation platforms by B2B marketing organizations is 7-10%. There are currently 110 vendors in the marketing automation space. MARKETING AUTOMATION IS SHOWING THE 10% STRONGEST GROWTH IN THE $4 BILLION CRM MARKET SPACE. MARKETING AUTOMATION IS SHOWING THE STRONGEST GROWTH IN THE $4B CRM MARKET SPACE. KEY MARKET TRENDS Adoption of marketing automation technology is expected to increase to 50% by 2015 according to Sirius Decisions. Businesses understand the need to automate their customer communications, nurturing, and campaigns. 10% •50% 76% of CMO's list high-quality lead generation as their greatest challenge. 64% of CMO's have either an informal or no process to manage their marketing automation. Furthermore, 81% of Best-in-Class companies say their number 1 reason for wanting automated sales platforms is to close sales faster. Adoption of CRM solutions, a large superset of the space, has grown from: 53% in 2003 to 75% in 2010. 81% 76% 64% il 53% 75% This represents a 22% market growth for CRM products. SMALL BUSINESS IS THE FASTEST GROWING SECTOR IN THE MARKETING AUTOMATION SPACE. 5.44% of marketing automation owners listed people and process as their top two obstacles to marketing automation success. TECHNOLOGY STRATEGIC UPSELLS & SCHEDULED INTELLIGENT LEAD CAMPAIGN METRICS CONTENT DELIVERY CUSTOMER SCORING MANAGEMENT /REPORTING LIST SEGMENTING CROSS-PROMOTION VENDOR LANDSCAPES ELOQUA Manticore pardot Marketo TECHNOLOGY S Silverpop eTrågue aprimo Coopfuse genius „com (neolane act|on InFUSIONSOFt unica marketing that delivers An IBM Company BUSINESS INSIGHTS 417% The combination of Businesses who use In turn, nurtured leads process with marketing marketing automation make 47% larger • 47% automation yields a to nurture prospects purchases than 417% increase in experience a 451% 451% non-nurtured leads. revenue from those increase in qualified surveyed. leads. UNTAPPED POTENTIAL 36% Companies using their platform to nurture leads: 36%. 25% Companies using their platform to follow up later in the buying cycle: <10%. All told, less than 25% of companies with marketing automation platforms use them to their full potential. <10% However, 70% of all initial marketing generated inquires are not in "ready-to-buy" mode. Because of this, Over two-thirds of companies currently using an automated lead management solution have seen a 10%+ improvement in lead to sales conversion rates. THE FUTURE OF MARKETING AUTOMATION In 2010, three automation vendors were acquired by Oracle, The marketing automation market is still fairly young, just over 10 years old. IBM & Terradata. Many of the companies releasing products are still As the market continues to grow, technology and small and on the cutting edge, making them ripe for business analysts expect more consolidation within this space. acquisition by larger brands. DATA CURATION AND INTRO PROVIDED BY CARLOS HIDALGO - ANNUITAS GROUP FOCUS SOURCES: SIRIUS DECISIONS | GARTNER | MARKETING SHERPA | ABERDEEN | ELOQUA | FROST & SULLIVAN

Marketing Automation by the Numbers

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This infographic provides statistical information for marketing automation. The infographic shows that the marketing automation industry is impacting both small and big businesses. Marketing automatio...

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