Feb 03

New challengers continue to reshape the marketing automation landscape, according to data in Raab Associates’ just-released 2012 B2B Marketing Automation Vendor Selection Tool (VEST).

Neither of the two fastest-growing vendors, Act-On Software and Pardot, began the year among the top three in client count (Eloqua, Marketo, and Genius). By year’s end, Pardot had taken over third place in the industry rankings and Act-On had added 464 new clients, second only to Marketo in client growth.

The report also shows that larger vendors continue to separate themselves from smaller competitors. The combined growth rate for the top five vendors was 75%, compared with 40% for all other competitors. One key difference is funding: all of the top five except Pardot are backed by venture capital. None of the others is.

B2B Marketing Automation Client Growth, 2011-2012
clients as of Marketo Eloqua Pardot Genius Act-On All other
Jan 2012 1,575 1,100 847 700 610 1,564
Jan 2011 860 900 400 450 146 1,116
Growth 715 200 447 250 464 448
% growth 83% 22% 112% 56% 318% 40%
Venture funds $107.5 million $41 million 0 $40 million $16 million 0
Source: Raab Associates 2012 B2B Marketing Automation Vendor Selection Tool www.raabguide.com

The VEST is designed to help marketers purchase the right marketing automation system for their needs.  It provides detailed information on 21 products, including systems sold primarily to small businesses (HubSpot, Infusionsoft and OfficeAutoPilot) and to large enterprises (Aprimo, Neolane, and Oracle).  The entry for each product offers nearly 200 data points of product and vendor information, narrative descriptions of vendor strengths and weaknesses, and fitness ratings for small, mid-size and large marketing departments.

The report also includes interactive quadrants showing leaders and challengers for the three industry segments.  Readers can adjust the weights assigned to different product and vendor attributes and immediately see vendors change positions in the quadrants.

Other report sections provide background information on the marketing automation industry, explanation of marketing automation features and benefits, and advice on managing a successful vendor selection.

The report is provided as an Adobe Flash file, enabling full interactivity and easy access to all materials.

Information in the VEST was gathered in December 2011 and January 2012.  The report is published by Raab Associates, an independent consulting firm specializing in marketing technology and analytics.  Price is $795.  For more information or to purchase, visit www.raabguide.com/vest.

About Raab Associates Inc.

Raab Associates Inc. specializes in helping marketers to select and deploy marketing automation systems.  Typical projects include needs definition, vendor selection, and performance measurement.  The firm also offers industry vendors assistance in understanding customer needs and establishing thought leadership through white papers, surveys and presentations.

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