The B2B marketing automation industry will reach $325 million revenue in 2011, according to a study released today by Raab Associates Inc. This represents a greater than 50% increase over the previous year, which itself doubled revenue from the year before.
The figures are contained in the Raab Associates B2B Marketing Automation Vendor Selection Toolkit (VEST), which provides detailed product information designed to help marketers select the best system for their needs. Information was provided by vendors in May and June 2011 and presents the most detailed and comprehensive data available on the B2B marketing automation industry.
“Industry growth is strong, even though the percentage increase is lower because it comes on a higher base,” said Raab Associates Principal David M. Raab. “We’re a bit concerned because the net number of new installations seems to have dropped compared with the previous six months. There’s a risk that growth will stall if vendors cannot sell outside of the high tech industry and business services industries, which still compromise the bulk of B2B marketing automation clients.”
The VEST report breaks the industry into four segments, serving mico-busineses (under $5 million revenue), small business ($5 million to $20 million revenue), mid-size business ($20 million to $500 million revenue) and large enterprises ($500 million revenue and higher). For each segment, it provides current client counts for the vendors included in the report, who represent an estimated 80% of the industry total, estimated 2011 revenue for the entire industry. These figures are:
|Share of Installations||Revenue, 2011||Share of Revenue|
|Small business||2,900||15%||$45 million||14%|
|Mid-size business||3,800||19%||$150 million||46%|
|Large enterprise||1,200||6%||$70 million||22%|
The VEST contains a database of nearly 200 data points on 18 B2B marketing automation products, including Eloqua, Marketo, Pardot, HubSpot, Infusionsoft, Genius, Aprimo, Neolane, Oracle, Manticore Technology, TreeHouse Interactive, SalesFUSION, Silverpop, OfficeAutoPilot, MakesBridge, Right-On Interactive, LeadFormix, and Net Results. Each system is scored against criteria for micro-business, small-to-mid-sized business, and large enterprises. Results are plotted on dimensions for product fit and vendor fit, creating three matrices to identify leaders, contenders, and outliers for each type of company.
Readers can use the interactive features of the VEST to define their own weights to create custom scoring systems, directly compare up to three vendors in detail, and view explanations of the scoring criteria.
The report also includes an overview of the marketing automation industry, a methodology for selecting the right vendor, and explanations of key marketing automation concepts.
The VEST is published by Raab Associates Inc., a consultancy specializing in marketing vendor selection and marketing analysis. For more information, see www.raabguide.com/vest.