believed to be reliable, G2 Crowds disclaims all warranties as to the accuracy, completeness, or adequacy of such information and shall have no liability for errors, omissions, or inadequacies in such information.
The Real-time Grid for Marketing Automation*
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* Only Marketing Automation products that have 10+ ratings/reviews from G2 Crowd users are shown on the G2 Grid and included in this report. Data on 20 Marketing Automation products is available in the Marketing Automation Comparison Spreadsheet and online at www.g2crowd.com. Learn more about Grid Scoring on the next slide.
G2 Crowd - Marketing Automation Market Definition
Marketing Automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing.
The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.
Major funtionality typically offered in marketing automation suites includes:
• Email marketing
• Online marketing
• Lead Management
• Campaign Management
• Social
• Reporting & Analytics
• Platform
• Integration
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Grid Rating Objectives The Grid represents the democratic voice of real business and IT users, rather than subjective opinion of one analyst. G2 Crowd rates marketing automation products algorithmically based on data sourced from product reviews shared by G2 Crowd users and data aggregated from online sources and social networks.
Technology buyers can use the Grid to help them quickly select the best marketing automation product for their business; to set realistic goals for their marketing automation initiatives; and to find peers with similar experiences. For vendors, media, investors, and analysts the Grid provides benchmarks for vendor comparison and market trend analysis.
Grid Scoring Methodology G2 Crowd rates products and vendors based on ratings and reviews gathered from our user community, as well as data aggregated from online sources and social networks. We apply a unique, patent-pending algorithm to this data to calculate the product strength and vendor scale scores in real time. The satisfaction rating is affected by the following (in order of importance): • Overall customer satisfaction and Net Promoter Score (NPS) based on ratings by G2 Crowd users • Customer satisfaction with second-level product attributes based on user reviews • Popularity and statistical significance based on number of ratings and reviews received The scale score is affected by the following (in order of importance): • Number of employees (based on social networks and other public sources) • Market share based on share of voice including number of ratings and reviews received • Vendor momentum based on web traffic and Google search trends • Vendor social impact based on Klout score, Twitter, and LinkedIn followers • Revenue and year over year revenue growth rate (if available) • Age of company (number of years in operation) • Employee satisfaction and engagement (based on social network ratings)
Grid Inclusion Criteria All products in a G2 Crowd category that have at least 10 reviews/ratings from real users of the product will be included in the Grid. Inviting other users, such as colleagues and peers to join G2 Crowd and share authentic product reviews will accelerate this process. If a marketing automation product is not yet listed on G2 Crowd and it fits the marketing automation market definition above, then users are encourage to suggest its addition to our marketing automation category on our website at www.g2crowd.com.
G2 Grid Rating Methodology
Marketing Automation Ratings: G2 Crowd users give HubSpot and Marketo the highest customer satisfaction ratings. Eloqua (Oracle) achieved the highest scale score with 3rd highest satisfaction score. Pardot a Leader based on high sat.
§ HubSpot received the highest customer satisfaction ratings at ?% versus the average of ?% across the top 10 vendors.
§ Marketo users also reported high satisfaction with ?% believing the company is taking the product in the right direction versus an average of ?% across the top 10 marketing automation vendors.
§ Eloqua (Oracle) achieved the highest scale score, but reported lower levels of satisfaction especially in the ease of set up, although this may also be a function of serving larger customers. Only ?% of Eloqua customers believed it is headed in the right direction.
§ Pardot (an Exact Target company being acquired by Salesforce.com) also earned high satisfaction scores with ?% of reviewers believing it was headed in the right direction.
§ Several vendors earned High Performer status by achieving high customer satisfaction, but do not yet have the market share and global scale of the Leaders. The High Performers included Act-On, CallidusCloud’s LeadFormix, SalesFUSION, and Genoo.
§ Amongst the High Performers Act-On and LeadFormix (Callide's Cloud) achieved high satisfaction ratings with ?% and ?% of their reviewers likely to recommend to the product and achieving ?% satisfaction ratings with the product functionality.
Maximizing your ROI for Marketing Automation Projects
§ Median payback reported by Marketing Automation customers is eight months validating the power of marketing automation.
§ Pricing for larger Marketing Automation deals are negotiated with discounts in the range of ?%.
§ Initial contract terms are ? months (average of ? months). Negotiate your renewal terms with your initial contract. Marketing Automation solutions become sticky once they are adopted, and you will have less leverage in negotiating your renewal at term end.
§ To help you anticipate pitfalls and challenges, do no just rely on the vendor’s chosen references. Reach out to your peers on G2 Crowd and LinkedIn to find unbiased references. ?% of projects end up taking over 6 months to go live.
§ On average companies get ?% Marketing Automation adoption by users. Be proactive about training and reinforcing adoption top down to get to ?%. Not getting to full adoption reduces ROI and prevents accurate pipeline reporting and forecasting.
• ?% of marketing automation solution are implemented in-house. ?% of implementations arte led by outside professional services from the vendor or a consultant. Define your implementation process early as upfront project costs will increase your investment.
• Consider the full lifecycle costs in your Marketing Automation evaluation including ongoing system maintenance and support costs
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The G2* for Marketing Automation Vendor Selection
* G2 is derived from a term for military intelligence. G2 means the concise communication of the most important information.
Marketing Automation Product Comparison
July 2013
CONFIDENTIAL
* Only Marketing Automation products that have 10+ ratings/reviews from G2 Crowd users are shown on the G2 Grid and included in this report. Data on 20 Marketing Automation products is available in the Marketing Automation Comparison Spreadsheet and online at www.g2crowd.com.
Most Popular Marketing Automation Suite Vendors*
* 12 Most popular Marketing Automation products in each category shown on this slide based on G2 Crowd user feedback. For more go to www.g2crowd.com
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Scale • Scale - Employees,
Revenue, and Growth • Web and Social Impact • Employee Satisfaction
Satisfaction • G2 Customer Satisfaction
• G2 Feature Evaluation • Product Web and Social Impact
THE GRID for Marketing Automation: Customer Satisfaction vs. Scale Size of Bubble Indicate Relative Level of Required Investment $
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Price • Price Level
• Investment $ Required
Product Rating • G2 Customer Satisfaction
• G2 Feature Evaluation • Product Web and Social Impact
THE VALUE GRID FOR Marketing Automation: Product Rating vs. Price Size of Bubble Indicates Relative Scale of Vendors
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Marketing Automation Customer Segments Served Averages based on data sourced from from real user reviews at G2Crowd.com
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The leading marketing automation vendors have historically focused on serving different market segments. As shown by the company size reported by G2 Crowd reviewers, HubSpot has focused historically on serving small business (over half the G2 Crowd reviews came from SMBs) and mid-market customers, although HubSpot is starting to also acquire some users in large enterprises. Marketo has focused traditionally on serving mid-market customers while also serving some small business and enterprise customers. Eloqua and Silverpop have focused more on serving both mid-market and large enterprise customers
as their user data shows above.
Marketing Automation Customer Segments Served Averages based on data sourced from from real user reviews at G2Crowd.com
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Almost all of the leading marketing automation solutions are deployed primarily as SaaS (software as a service) solutions in the cloud. Only Silverpop customers reported on-premise deployments.
Marketing Automation Feature Comparison Summary Averages based on data sourced from from real user reviews at G2Crowd.com
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HubSpot has the highest rated functionality amongst the larger vendors for the majority of the categories. Across the board HubSpot is first, followed by Marketo and Eloqua.
SalesFusion 360 is an emerging vendor highly rated by its customers on G2. For more options go to www.g2crowd.com
SAMPLE REPORT - FULL DATA IS
INCLUDED IN THE PURCHASED G2 MARKETING AUTOMATION REPORT AVAILABLE AT
* Only Marketing Automation products that have 10+ ratings/reviews from G2 Crowd users are shown on the G2 Grid and included in this report. Data on 20 Marketing Automation products is available in the Marketing Automation Comparison Spreadsheet and online at www.g2crowd.com.
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Marketing Automation Comparison: Vendor Scale Vendor profile data sourced from from online and social sources
SAMPLE REPORT - FULL DATA IS
INCLUDED IN THE PURCHASED G2 MARKETING AUTOMATION REPORT AVAILABLE AT
