STATE OF

MARKETING AUTOMATION TRENDS2014

Finding the right marketing automation software is hard when you're looking for the first time.

That's why Software Advice and Marketo have spoken to hundreds of companies to determine what drives organizations to purchase these systems. See how you stack up against your peers and let us help make your decision easier.

Source:Software Advice’s Marketing Automation Software BuyerView | 2014

MARKETIN

G

SOFT

WARE

High tech

(Results of a 2013 survey)

of buyers were evaluating marketing automation software for the first time.

91%

were already using some kind of software to help them manage marketing.

79%

of buyers were not using any kind of marketing software. Instead, they were using manual methods such as pen and paper or spreadsheets.

21%

TOP INDUSTRIES AMONG PROSPECTIVE BUYERS

5% 15% 25%

Consulting

Manufacturing

Media

Advertising

Banking

Healthcare

Retail

Education

Who is looking for marketing automation software?

2-5

3%

The largest group of buyers were companies with less than 500 employees

NUMBER OF EMPLOYEES IN BUYERS’ COMPANIES

6-10

10%

11-20 21-50

14% 23%

51-100

12%

101-500

24%

501-1000

6%

1001+

9%

ACCORDING TO DAVID RAAB, OWNER OF RAAB ASSOCIATES, INC.

"Marketers are under more pressure, and have more channels to market in than ever."

Why are companies looking for marketing automation software?

IMPROVING LEAD MANAGEMENT

of buyers said that this was their company’s main reason for looking at marketing automation software

40%

AUTOMATING PROCESSES

of buyers cited this as their main reason for looking at the software

30%

Need to improve lead management

Need to automate processes

Need more/better features

Unhappy with current system

Need better integration

Time to update/upgrade

Company growth/transition

Need to improve services to customers

0% 10% 20% 30% 40% 50%

TOP REASONS FOR EVALUATING MARKETING AUTOMATION SOFTWARE

LEAD NURTURINGThis beat out marketing analytics and lead scoring

Lead nurturing

Reporting/ Analytics

Lead scoring

Email marketing

Drip marketing

Inbound marketing

Campaign management

Social media marketing

Segmentation

Other

0% 20% 40% 60% 80% 100%

What’s the most requested capability in marketing automation software?

HOW ARE YOU MANAGING YOUR MARKETING?