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
31
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