Aug 05

Better analytics are at the top of the agenda for marketing automation vendors, according to research released today by Raab Associates. Data from the July 2014 B2B Marketing Automation Vendor Selection Tool (VEST) shows that nearly half of features upgraded by marketing automation vendors in the past year relate to analytics, including customer analysis, content analysis, and lead scoring. By contrast, hot topics including content marketing, social media, and mobile platforms each accounted for less than 10% of the upgrades.

“With more than 200 data points on 25 B2B marketing automation systems, the VEST gives a uniquely comprehensive view of the industry,” said Raab Associates Principal David Raab. “Comparing results over time offers still deeper insight into how vendors are reacting to marketers’ requirements.”

In the current analysis, Raab Associates counted the number of vendors who had upgraded their score on each feature covered in the report in the past six months. Features were then classified by topic. Analytics features accounted for 19 of the 43 features upgraded by two or more vendors and seven of the 12 features upgraded by three or more vendors.

The analysis excludes nine new features added to the VEST study for the latest edition.

Other information based on VEST results includes:

• Industry growth remains on track to reach the $1.2 billion in 2014 vendor revenues estimated by Raab Associates in February, a 50% increase on 2013.

• Features are being added most aggressively by newer products including SimplyCast, SharpSpring, MindFire, and Microsoft Dynamics Marketing, which are filling in gaps in their offerings.

• Despite fast growth and new competitors, leading vendors in each segment defined by the report have remained the same. The segments are micro-business (under $5 million revenue, small and mid-size business ($5 to $500 million revenue) and large enterprise (over $500 million revenue). Vendor ratings are determined by a transparent scoring process, using the VEST data points and separate weights for each segment.

The VEST report is available at

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 Software, Adobe Campaign (formerly Neolane), CallidusCloud LeadFormix, eTrigue, HubSpot, Infusionsoft, LeadLife, MakesBridge, Marketo, Microsoft Dynamics Marketing (formerly MarketingPilot), MindFire Studio, MindMatrix, Net-Results, Ontraport (formerly OfficeAutoPilot), Oracle Eloqua, Redpoint Global, Right-On Interactive, Pardot, SalesFUSION, SharpSpring, IBM Silverpop, SimplyCast, Teradata Applications (formerly Aprimo), TreeHouse Interactive, and Venntive.

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 June and July January 2014. 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

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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