The need to integrate marketing efforts to optimize returns on marketing campaign investments is driving the global marketing automation software (MAS) market. Marketers need intelligent tools to identify each sign of customer interest and promptly respond to the sign with relevant personalized content. To handle the velocity and scale of conversations with customers, they need a marketing automation platform that will help them customize the marketing content and automate the timing of all their communications. Organizations also need a tool that will facilitate better collaboration between the marketing and sales teams, and ensure that they manage the customer experience effectively.
New analysis from Frost & Sullivan’s Global Marketing Automation Software Market research puts the spotlight on marketing automation to provide a 360 degree perspective of how the solution is driving growth for firms globally. The research finds the market earned revenue of $550.7 million in 2013 and estimates this to reach $1.9 billion in 2020. The analysis shows that almost half of the 2013 market was dominated by three competitors: Marketo, Eloqua and Silverpop, with more than 80 percent of the activity concentrated in the U.S. Future growth will be fuelled by the demand for marketing agility, actionable customer intelligence and ability to measure revenues on marketing campaign performance.
“Businesses have realized the value of proactively engaging with their customers by leveraging intelligence generated in the marketing automation tool,” said Frost & Sullivan Digital Media Industry Analyst Hiral Jasani. “Additionally, measuring the ROI on marketing campaigns across multiple channels is an essential function of today’s marketers as customer interactions span several devices and media. Smarter companies that want to take charge of their lead generation and lead nurturing efforts across all relevant channels are increasingly using MAS for a strong competitive edge in the market.”
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