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  • A Digital Marketing Depot Research Report

    M A R K E T I N T E L L I G E N C E R E P O R T :

    B2B Marketing Automation Platforms 2015:A Marketer’s Guide

  • 1

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Scope and methodology ........................................................................................................... 2B2B marketing automation market overview .......................................................................... 3

    ........................... 3 ...... 4

    .......................................... 4B2B marketing automation market trends .............................................................................. 5

    ......................... 5................................... 5

    ............. 6 ................................................. 6

    B2B marketing automation platform capabilities ................................................................... 7 ....................................... 8

    Choosing a B2B marketing automation platform ................................................................. 10 ................................................................. 10

    .................................................... 11 ............................................. 11

    ........................................................ 13 ..................................................................................... 13

    ........................................................... 14Conclusion ................................................................................................................................. 15Vendor profiles ......................................................................................................................... 16

    ................................................................................................................ 16 .............................................................................................................. 19

    ...................................................................................................................... 21 ............................................................................................................................... 23

    ............................................................................................................................ 25 ........................................................................................................................ 27

    ............................................................................................................................. 29 .................................................................................................................... 31

    ........................................................................................................... 33 .......................................................................................................................... 35 ......................................................................................................................... 37

    .............................................................................................. 40 ........................................................................................................................ 42

    ............................................................................... 44Resources .................................................................................................................................. 46

  • M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    2

    A campaign management system that drives prospect interactions with the brand, measures prospect response to marketing programs, and delivers prospect information to sales representatives through the company’s CRM or salesforce automation (SFA) systems. When used effectively, marketing automation systems will deliver a continuous flow of qualified leads to the salesforce, as well as the data needed to close sales with those leads.

    February 2015Editorial Advisor: Scott Brinker

    Writer: Karen BurkaEditor: Claire Schoen Third Door Media

    www.ioninteractive.comwww.ioninteractive.comhttp://chiefmartec.comhttp://thirddoormedia.com/

  • B2B Marketing Automation by Salesforce

    Sales and Marketing — together at last.

    www.pardot.com

    http://www.pardot.com/

  • 3

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Source: Raab Associates 2014 VEST

    Table 1: B2B marketing automation systems revenue (in US$ millions)

    $100$225

    $325

    $500

    $750

    $1,200

    $0

    $200

    $400

    $600

    $800

    $1,000

    $1,200

    $1,400

    2009 2010 2011 2012 2013 2014

    Reve

    nue

    in $

    mill

    ions

    B2B marketing automation vendors are benefitting from their product success, as marketing automation systems revenue grew 60% to $1.2 billion in 2014...

  • 4

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Vendors use M&A, venture funding, and rebranding to capture market opportunities Selected Marketing

    Automation Vendor Funding 2014January:

    April:

    April:

    May:

    October:

    October:

    Source: Third Door Media

    Source: Third Door Media

    Table 2: Selected marketing automation M&A, 2013-2014

    Vendor

    March 2013

    Date

    Acquired Notes

  • 5

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Trend #1: Continued expansion of the marketing automation ecosystem

    The speed of marketing automation change has led even the largest vendors to open their platform architecture to facilitate integration with a wide range of independent software vendors (ISVs).

    Source: Third Door Media

    Table 3: The expanding B2B marketing automation ecosystem

    Marketing automation

    platform

    Web publishing

    (Wordpress, Drupal

    Social media(Facebook,

    Twitter, LinkedIn)

    Data and intelligence (Data.com, GoodData, ZoomInfo)

    Event registration

    (Cvent, WebEx,

    GoToWebinar)

    CRM(Salesforce,

    Sugar, NetSuite)

    PPC/SEO management

    (AdWords, Google

    Analytics)

    Video marketing, tracking (Wistia,

    Vidyard)

  • 6

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Trend #2: B2B adapts predictive analytics for lead scoring

    Trend #3: Software as a Service (SaaS) evolves to Marketing as a Service (MaaS)

    Venture capital fuels predictive analytics growth in 2013-2015

    December 2014:

    May 2014

    February 201

    October 2013

    March 2013

    Source: Third Door Media

  • 7

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Email marketing campaigns

    Virtually all marketing automation platforms provide the ability to create, send, and measure personalized email campaigns.

  • 8

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Table 4: Selected marketing automation vendor capabilities

    1

    2

    3

    Act-On

    Infusionsoft3

    Marketo

    Salesfusion

    Oracle Eloqua

    Silverpop (IBM)

    Sales Engine Media

    StrongView

    Salesforce (Pardot)

    Teradata

    HubSpot

    AutopilotHQ

    eTrigue

    Adobe Campaign2

    4

    8

    4

    4

    4

    4

    4

    4

    4

    4

    4

    8

    4MD, 4 4 44 4 4 44 8 8

    8

    8

    4

    8

    8

    4

    8

    4

    4

    MD,

    MD,

    MD,

    MD,

    MD,

    4 4 44 8 4 44 8 4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    8

    4

    4

    4

    8

    4

    4

    4

    8

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    8

    4

    4

    4

    8

    4

    4

    4

    4

    4

    4

    4

    8

    4

    8

    8

    4

    4

    8

    4

    8

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    4

    8

    4

    4

    4

    4

    4

    4

    44 4 44 4 4 44 4 4

    44 8 44 8 8 44 8 8

    8

    4

    4MD, 4 4 44 4 4 84 8 8

    8MD, 4 4 48 4 4 84 4 4

    Vendor Mobile optimization

    Dynamic content Social media ISV ecosystemEmail marketing

    Email Analytics APIScheduled/DripLanding pages Triggers

    App marketplaceTriggered

    Website personalization Profiling

    Native CRM

    integration1PPC/SEOtracking

  • 9

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Website, landing page, and web form development

    Mobile optimization

    Lead management

    Lead capture.

    Lead scoring.

    Lead nurturing.

    ROI and revenue reporting

    Creating an engaging experience for mobile prospects has become a must-have capability for every digital marketer.

  • 10

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Multichannel campaign management

    CRM and ISV integration

    The benefits of using B2B marketing automation

    B2B marketers are using a wider variety of digital marketing channels to reach prospects and customers with relevant messages on their preferred devices.

  • 11

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the marketing automation platform decision-making process.

    Increased marketing efficiency.

    Enhanced ability to generate more and better qualified leads.

    A multichannel view of prospect behavior.

    Better alignment of sales and marketing goals.

    Improved lead conversion and ROI.

    Recommended steps to making an informed purchase

    Step One: Do you need a marketing automation platform?

    1. Have we outgrown our current marketing system?

    2. What marketing automation capabilities are most critical to our business?

  • 12

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    3. What kind of marketing automation platform do we need?

    4. What are our goals?

    5. Does management support this purchase?

    6. Do we have the internal skillset and staff necessary?

    7. How will we measure success?

    8. Have we realistically assessed the cost?

    Marketing automation is not a one-size-fits-all solution; it’s important to find the right fit.

  • 13

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Step Two: Identify and contact appropriate vendors

    Step Three: Scheduling the demo

    Once you have determined that marketing automation software makes sense for your business, spend time researching individual vendors and their capabilities.

  • 14

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Step Four: Check references, negotiate a contract

    Before deciding on a particular vendor, speak with one or two customer references, preferably someone in a business similar to yours.

  • 15

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    n

    Finding the best marketing automation platform for your organization requires a rigorous internal assessment of your business’s marketing and sales strengths, challenges, needs, and goals.

  • 16

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    Act-On Inbound

    https://www.act-on.com/https://www.act-on.com/

  • 17

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Act-On Insight

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    https://www.act-on.com/https://www.act-on.com/

  • 18

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product Details

    https://www.act-on.com/https://www.act-on.com/

  • 19

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Dior

    Key executives

    Company overview

    Product overview

    www.adobe.comwww.adobe.com

  • 20

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    www.adobe.comwww.adobe.com

  • 21

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    Beta

  • 22

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

  • 23

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    DPT

    Key executives

    Company overview

    Product overview

    http://www.etrigue.com/http://www.etrigue.com/

  • 24

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    3-D Lead Scoring

    CRM and ISV Integration

    eTrigue for AppExchange

    Pricing and support

    http://www.etrigue.com/http://www.etrigue.com/

  • 25

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    http://www.hubspot.com/http://www.hubspot.com/

  • 26

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    http://www.hubspot.com/http://www.hubspot.com/

  • 27

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    www.infusionsoft.comwww.infusionsoft.com

  • 28

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    www.infusionsoft.comwww.infusionsoft.com

  • 29

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key Executives

    Company overview

    2013.

    Product overview

    http://www.marketo.com/http://www.marketo.com/

  • 30

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    http://www.marketo.com/http://www.marketo.com/

  • 31

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    Campaign Canvas, a

    Profiler, Engage, and Discoveries

    www.eloqua.comwww.eloqua.com

  • 32

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    Insight

    CRM and ISV integration

    Pricing and support

    www.eloqua.comwww.eloqua.com

  • 33

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    www.salesenginemedia.comwww.salesenginemedia.com

  • 34

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    www.salesenginemedia.comwww.salesenginemedia.com

  • 35

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Precor

    Key executives

    Company overview

    Product overview

    www.salesforce.comwww.salesforce.com

  • 36

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    www.salesforce.comwww.salesforce.com

  • 37

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    Email Marketing

    Lead Scoring

    Landing Pages

    Multi-Channel Marketing (MCM)

    SocialFusion

    Reporting

    http://www.salesfusion.com/http://www.salesfusion.com/

  • 38

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    WebForensics

    LeadAnalyzer

    CRM and ISV Integration

    Event

    http://www.salesfusion.com/http://www.salesfusion.com/

  • 39

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsPricing and support

    http://www.salesfusion.com/http://www.salesfusion.com/

  • 40

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    www.silverpop.comwww.silverpop.com

  • 41

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    www.silverpop.comwww.silverpop.com

  • 42

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    www.strongview.comwww.strongview.com

  • 43

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    www.strongview.comwww.strongview.com

  • 44

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Target customer

    Key customers

    Key executives

    Company overview

    Product overview

    www.teradata.comwww.teradata.com

  • 45

    Vendor Profiles

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Product DetailsSocial media strategy

    Reporting and analytics

    CRM and ISV integration

    Pricing and support

    and

    www.teradata.comwww.teradata.com

  • 46

    M A R K E T I N T E L L I G E N C E R E P O R T:

    B2B Marketing Automation Platforms 2015: A Marketer’s Guide

    Blogs

    Websites

    Articles

    Research reports