Six 2013 Predictions for Marketing Automation. Marketing Operations Strategies In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months.
This week, I present six ways SiriusDecisions predicts the marketing automation platform market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage. Marketplace Dynamics The marketing automation platform space is experiencing consolidation and, simultaneously, the entrance of nontraditional vendors. Consolidation. Marketing Automation Platform Technology Leading marketing automation platform vendors will increase the sophistication and usability of their software offerings. Dynamic Web site. Customer Usage Based on our research and client interactions, we see many marketing organizations moving beyond basic lead scoring to more rigorous approaches, as well as increased use of marketing automation platforms for customer marketing.
Advanced scoring. A SiriusView on Marketing Automation Platform Providers. Marketing Operations Strategies,Technology Today, a press release announced that SiriusDecisions has published its first SiriusView™ on the marketing automation platform (MAP) market.
This research study features reviews of 12 leading marketing automation platform vendors: Act-On, Aprimo, Eloqua, eTrigue, IBM Unica, LoopFuse, Marketo, Neolane, Pardot, Sales Engine International (formerly Manticore Technology), Silverpop and TreeHouse Interactive. They were scored on their depth of functionality, essential elements (services/support) and vendor strength. Through the comprehensive 13-page document (including text, data grid and graphic visually depicting the vendors’ ranking), the differentiation points of each marketing automation platform are crystallized.
The tumultuous nature of the marketing automation platform market was an area we chose not to examine in a granular manner. During the last 12 months, out of the dozen companies we profiled: Cdn1.hubspot.com/hub/53/2013-Marketing-Trends. Follow The Money: Digital Marketing Trends For 2013. Marketing Automation Software Solutions. Marketing automation is a very active segment of the CRM software market.
Not only are new vendors entering the market, but existing market leaders are constantly innovating and delivering new product updates. Today, the majority of solutions can be split into business to business (B2B) and business to consumer (B2C) solutions. The two groupings are very different and so are their functional needs. Businesses that sell to other businesses (B2B) firms have longer sales cycles and engage in more relationship building activities. Businesses that sell to consumers (B2C) rely more on brand and high-volume direct outreach efforts. Here’s what we’ll cover: What Is Marketing Automation Software? What Is Marketing Automation Software? Henry Procter is credited with saying, “I know I waste half of my advertising dollars.
B2B systems have sophisticated lead generation and lead management capabilities. DemographicsGeographyIndustrySize BehaviorWebsite activityResponses to campaigns CRM suite buyer.
Cloud Computing and Enterprise Software Forecast Update, 2012. Forefront Online Protection - Quarantine. Email Marketing Software: bulk, affiliate, direct, and internet marketing software. Search Marketing Automation Software: web site analytic, log analyzer. Marketing Automation Software: Lead Scoring, Lead Nurturing, Marketing Campaign Management. Research : Analyst. Resources. Magic Quadrant for CRM Multichannel Campaign Management. Customer engagement. BigData Market. Www.iab.net/media/file/2012-BRITE-NYAMA-Marketing-ROI-Study.pdf.