“All-in-One” Marketing Automation

Is it Really All You Need?

(c) 2013, OMAlab, Inc. All rights reserved.

v1.0 13 November 2013

Many vendors promise an “all-in-one” solution for marketing.

So, those vendors should get you more search traffic,

right?

Learn more at http://getoma.com(c) 2013, OMAlab, Inc. All rights reserved.

Our Criteria

40,000 initial domains using marketing automation from 10 vendorssites using automation for less than 6 months or that have 0 traffic at the beginning or end of the analysis

= 3,793 sites evaluated

whether sites are using marketing automation, start

and end dates

number of ranking keywords, web traffic estimates

initial site lists, supplemental data statistics

(c) 2013, OMAlab, Inc. All rights reserved.

- 36,207

We broke the sites into large & small to make the comparisons more fair

Sites weren’t evenly distributed as the Quartiles were determined by SEMRush score, which is a general measure of the entire population.

The largest sites

The smallest sites

The number of keywords, on average, a site ranked for at the beginning of our analysis.

Learn more at http://getoma.com(c) 2013, OMAlab, Inc. All rights reserved.

Vendor Market Share5%9%

53%

16%

8%10%

ActOn Eloqua MarketoHubspot Pardot Others

3%11%

39%24%

13%

11% 6%6%

61%

14%

6%7%

Overall

Large Sites Small Sites

At the time of evaluation start

Learn more at http://getoma.com(c) 2013, OMAlab, Inc. All rights reserved.

0

1.75

3.5

5.25

7

Change

ActOn Eloqua Marketo Hubspot Pardot

Traffic Change Percentage

Overall

From initial evaluation to +6 months of using a marketing automation platform

+ 2.18%Q1

+ 0.03%Q2

+0.46%Q3

+1.52%Q4

+6.69%

larger smaller

Smaller sites benefit more from marketing automation platforms

-0.08

-0.04

0

0.04

0.08

0.12

0.16

Change-0.9

-0.6

-0.3

0

0.3

0.6

0.9

1.2

Change0

1

2

3

4

Change0

10

20

30

40

Change

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Site Traffic ChangesFrom initial evaluation to +6 months of using a marketing automation platform

-5

31.25

67.5

103.75

140

1.0

Most don’t see a changelosing traffic gaining traffic

Some big winners

n = 100

Most sites don’t see significant changes in traffic +6 months after marketing automation launches.

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Site Traffic By Quartile Changes

-1

0

1

2

3

1.0

-1

3.25

7.5

11.75

16

-1

9.25

19.5

29.75

40

-1

34.25

69.5

104.75

140

Q1 Q2 Q3 Q4

Smaller sites more likely to gain, larger sites could actually lose search traffic when implementing marketing automation

campaigns.

large sites small sites

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0

0.5

1

1.5

2

Change

ActOn Eloqua Marketo Hubspot Pardot

Keyword Change Percentage

Overall

From initial evaluation to +6 months. A 1% change equates to 1 new keyword for a domain that has rankings for 100 keywords.

+ 0.66%Q1

+ 0.08%Q2

+0.25%Q3

+0.64%Q4

+1.65%

larger smaller

Limited benefit for increasing term visibility/share in search

0

0.055

0.11

0.165

0.22

Change0

0.35

0.7

1.05

1.4

Change0

1.5

3

4.5

6

Change0

1.25

2.5

3.75

5

Change

(c) 2013, OMAlab, Inc. All rights reserved.

76%

13%12%

Increase Decrease Not Using

Adwords Keyword Changes

Overall

Sites that did not maintain Adwords use throughout the period were considered Not Using Adwords

+ 0.66%Q1

18%Q2

13%Q3

11%Q4

6%

larger smaller

64%18%

18%

72%

15%

13%

78%

12%

11%

88%

5%6%

Larger sites are more likely to use Adwords

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Conclusions• There is no real traffic benefit provided by “all in one” marketing automation

platforms • Smaller businesses see substantially more benefit from marketing

automation platforms, in terms of traffic generation, than larger sites • In terms of keyword rankings, the number of keywords a site ranked for did

not significantly increase after deployment of a marketing automation platform.

• Larger sites use Adwords more regularly than smaller sites.

Learn more at http://getoma.com(c) 2013, OMAlab, Inc. All rights reserved.

Take Aways• “All-in-one” marketing automation platforms do NOT provide adequate tools

for driving brand awareness, visibility, and traffic from search engines • Businesses should consider using a visibility platform (SEO, Social Media,

Digital PR) to drive visibility and traffic to their websites, in addition to leveraging marketing automation

• Businesses with business goals other than lead generation should consider investing in a platform to drive visibility before investing in a marketing automation solution, which primarily nurtures leads

• It is expected that most businesses have seen a significant increase in leads due to an increased ability to create leads through better form capture.

Learn more at http://getoma.com(c) 2013, OMAlab, Inc. All rights reserved.

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(c) 2013, OMAlab, Inc. All rights reserved.

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