The Marketing Automation Revolution

THE MARKETING AUTOMATION REVO LUTIOΝ Adoption of Marketing Automation Platforms continues to rise, but there's still room to grow for both the technology and its users. 11144 NO SIGN OF SLOWING DOWN "The evolution of marketing technology is not winding down. It's heating up." – Scott Brinker, Ion Interactive 1. 2. 11x more B2B ARE USING MARKETING AUTOMATION X organizations NOW THAN IN 2011 Revenues for B2B marketing automation systems increased 60% to $1,200 million in 2014, compared to a 50% increase in 2013. 3. $1,400 $1,200 $1,200 $1,000 $800 $750 $600 $500 $400 $325 $200 $225 $200 $0 2009 2010 2011 2012 2013 2014 "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. 66 WHAT DOES THE MARKET SHARE LOOK LIKE? At almost 50% market share, HubSpot ...But Eloqua is at the top when you break it down by the REVENUE ENABLED by each platform. leads the charge when you look at the NUMBER OF COMPANIES using the MA... 4. SILVERPOP unica unica SILVERPOP eloqua. Hubspot 2.7% 2.7% Hubspst 9% 11% 7% act-on 11% 9.5% 26% eloqua. 49.6% 13.6% 21% salesforce pardot 4.6% 14.9% Marketo 17% act-on Marketo salesforce pardot BY NUMBER OF COMPANIES BY REVENUE ENABLED WHAT FEATURES ARE MARKETERS USING? 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. 5. FUNCTIONAL ADOPTION OF MARKETING AUTOMATION Q: 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% TOP 5 BENEFITS IDENTIFIED BY B2B MARKETERS 2 3 4 INCREASE LEAD BETTER PROSPECT INCREASE IN EFFICIENCY ENHANCED LEAD IMPROVED SCORING, NURTURING AND GENERATION / LEAD INSIGHT LEAD QUALITY DISTRIBUTION PROCESS HOW EFFECTIVE ARE MARKETERS? The majority of senior-level B2B marketers surveyed consider their organizations Marketing Automation efforts somewhat effective. 5. 31% 61% 8% VERY EFFECTIVE SOMEWHAT EFFECTIVE NOT AT ALL EFFECTIVE 85% 6. of B2B marketers FEEL THAT THEY'RE NOT USING using MAPS THEM TO THEIR FULL POTENTIAL ROOM FOR IMPROVEMENT 5. identified they could improve lead qualification in the following areas: 50% of senior-level SCORING PROGRESSIVE ONLINE BEHAVIOUR B2B marketer LEADS PROFILING PROFILING 7. “ 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 66 REFERENCES chiefmartec.com/2015/04/im-sorry-marketing-software-still-flux 2 venturebeat.com/2014/07/31/study-marketing-automation-lacks-experienced-users-demands-more-resources raabassociatesinc.com/2014/02/20/raab-report-b2b-marketing-automation-to-reach-1-2-billion-in-2014 venturebeat.com/2015/01/27/marketing-automation-surprise-eloqua-top-market-share-10-penetration www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-automation-2015 www.siriusdecisions.com/Blog/2014/Feb/Eight-is-NOT-Enough-Increasing-Adoption-of-Marketing-Automation-Platforms.aspx techcrunch.com/2015/04/23/the-future-of-marketing-automation 4überflip uberflip.com Revenue in $ millions