Revenues for business-to-business (B2B) marketing automation systems will grow 50% to reach $750 million in 2013, according to Raab Associates just-released B2B Marketing Automation Vendor Selection Tool (VEST). The 50% rate is lower than the 2012 rate of 54%, although the dollar increase is substantially higher: $250 million vs. $175 million.
“B2B marketing automation continues to grow at a very healthy pace,” said VEST author David M. Raab. “But some of the larger firms are reporting a lower growth rate, and, unlike previous years, we haven’t seen enough growth by industry challengers to raise the industry total.”
The revenue estimates include sales by B2B marketing automation specialists and sales to B2B marketers by other marketing automation systems. Raab Associates estimates that the specialist vendors account for $525 million revenue, or 70% of the total, while non-specialists account for $225 million. The top four specialist vendors – Eloqua, Marketo, Infusionsoft, and HubSpot – are projected to account for $380 million or just over half of all revenues.
Systems covered in the VEST report are used by all sizes of companies. The report defines four market sectors, each with different needs. Some B2B marketing automation systems are used across all sectors but most vendors specialize in a particular type of client.
About the VEST report
The VEST helps marketers purchase a marketing automation system that matches their needs. It provides more than 200 data points about each product, narrative descriptions of vendor strengths and weaknesses, and fitness ratings for small, mid-size and large marketing departments. Products in the report include: Act-On, Eloqua, eTrigue, Genius, HubSpot, Infusionsoft, LeadFormix, LeadLife, MakesBridge, MarketingPilot, Marketo, MindMatrix, Neolane, Net-Results, OfficeAutoPilot, Pardot, Right-On Interactive, SalesFUSION, Silverpop, and TreeHouse Interactive.
The VEST 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 the change in vendor positions.
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 2012 and January 2013. The report is published by Raab Associates Inc., an independent consulting firm specializing in marketing technology and analytics. Price is $795. For more information, 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.