Marketing
Automation
Software: The
Best and the
Rest
SUMMER 2013
What is
marketing
automation?
Marketing automation is a software
platform designed for marketing
departments and organizations to
automate repetitive ta...
Why use
marketing
automation?
Sales and marketing organizations &
departments use marketing automation
platforms to streamline by replacing
high-touch, ...
So which
marketing
automation
products are
the best?
Teradata
(Aprimo)
Silverpop
Infusionsoft
Sales Engine
LeadFormix by
CallidusCloud
Pardot
(ExactTarget)
Act-On
SalesFUSION
...
On the Grid , vendor ratings
generate algorithmically in real
time based on big data captured
from peer reviews and social...
LEADERS:
TOPS IN SCALE + SATISFACTION
HubSpot received the highest
customer satisfaction ratings at 91%
versus the average of 82% across
the top 10 vendors.
Hubspot encompasses all primary
inbound marketing tools…I love that it
gives our team the ability to log into a
single das...
HubSpot is growing very fast and with
that come teething problems. There have
been some issues with reliability of the
ser...
93% of Marketo users believe the
company is taking the product in
the right direction versus an
average of 82% across the ...
Their online community is robust and active.
The ability to quickly and easily customize
landing page and email content, t...
Marketo will tell you that you don't need to
know how to code to use it, but if you want
your landing pages/emails it to l...
Eloqua achieved the highest scale score,
and customers reported a product
feature satisfaction rating of 74%.
Eloqua saves me time, makes me more
productive, and has the flexibility to get the
results you want with the least amount o...
Technical support is not consistent, issues
take a long time to get resolved, and you
hear different answers depending on ...
Pardot also earned high satisfaction
scores with 97% of reviewers believing
it was headed in the right direction.
Implementation was easy and fast.
Good documentation and excellent
support. The tool itself is very intuitive
and flexible....
The organization of the platform could be
better - simple folder organization would
help the organization of the assets an...
HIGH PERFORMERS:
HIGH SATISFACTION, LESS SCALE
Act-On users reported an 87% rate
of satisfaction with product
functionality.
The interface is very intuitive. Dashboard
creation, reporting, and email are all done
very easily. Landing page creation ...
It's basic in design and could use a user-interface
lift. I have a stomach for technical viewing, but
many don't. I think ...
83% of LeadFormix (Callidus Cloud)
reviewers are likely to recommend to
the product.
I like getting many of the features of a
marketing automation tool without the hefty
price tag to accompany it. It's more ...
I would like their land page creation tool to
be a little more robust. I have worked online
with various landing page tool...
Marketing
automation
trends & stats
IMPLEMENTATION
72% implemented
with an in-house team
28% implemented
via the vendor or a
third party
CONTRACT TERMS
1%
2%
9%
54%
25%
9%
4+ years
3 years
2 years
1 year
Month to month
No term
TIME TO GO LIVE
12%
49%
27%
7%
3% 1% 1%
< 1 day
< 1 month
1-3 months
3-6 months
6-12 months
> 12 months
Never
AVERAGE TIME TO ACHIEVE ROI
CUSTOMER SATISFACTION
78%
Average customer rate of satisfaction
with marketing automation features
OR
WANT MORE DATA?
See the Grid for marketing
automation in real-time
Access the full marketing automation
research
CLICK!
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Marketing automation software: The best and the rest, Summer 2013

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Find out who is a leader in marketing automation software and compare top vendors. Highlights from G2 Crowd data collected from hundreds of Marketing Automation reviews submitted by real users, as well as vendor information aggregated from trusted online sources. Check out the full report at https://www.g2crowd.com/offers/marketing-automation-research

Published in: Technology, Business

Marketing automation software: The best and the rest, Summer 2013

  1. 1. Marketing Automation Software: The Best and the Rest SUMMER 2013
  2. 2. What is marketing automation?
  3. 3. Marketing automation is a software platform designed for marketing departments and organizations to automate repetitive tasks.
  4. 4. Why use marketing automation?
  5. 5. Sales and marketing organizations & departments use marketing automation platforms to streamline by replacing high-touch, repetitive manual processes with automated solutions.
  6. 6. So which marketing automation products are the best?
  7. 7. Teradata (Aprimo) Silverpop Infusionsoft Sales Engine LeadFormix by CallidusCloud Pardot (ExactTarget) Act-On SalesFUSION Genoo Eloqua (Oracle) HubSpot Marketo Net-Results
  8. 8. On the Grid , vendor ratings generate algorithmically in real time based on big data captured from peer reviews and social signals. MMAAGGIICC
  9. 9. LEADERS: TOPS IN SCALE + SATISFACTION
  10. 10. HubSpot received the highest customer satisfaction ratings at 91% versus the average of 82% across the top 10 vendors.
  11. 11. Hubspot encompasses all primary inbound marketing tools…I love that it gives our team the ability to log into a single dashboard, share data and updates, and access all of our marketing initiatives from one place. Joanna B. Manager of Digital Marketing & Sales
  12. 12. HubSpot is growing very fast and with that come teething problems. There have been some issues with reliability of the service and plenty of (usually minor) bugs. Recently this has been much better…but for a while it was painful! Stephanie W. Marketing Technologist
  13. 13. 93% of Marketo users believe the company is taking the product in the right direction versus an average of 82% across the top 10 marketing automation vendors.
  14. 14. Their online community is robust and active. The ability to quickly and easily customize landing page and email content, then run robust reports on the effectiveness and contribution to the bottom line is why I recommend this product again and again. Michele A. Sr. Marketing Specialist
  15. 15. Marketo will tell you that you don't need to know how to code to use it, but if you want your landing pages/emails it to look professional, you do need to review the html code yourself. Having a technical person set it up was vital. Jill A. User Experience Architect
  16. 16. Eloqua achieved the highest scale score, and customers reported a product feature satisfaction rating of 74%.
  17. 17. Eloqua saves me time, makes me more productive, and has the flexibility to get the results you want with the least amount of effort. Mark H. Marketing Operation
  18. 18. Technical support is not consistent, issues take a long time to get resolved, and you hear different answers depending on who you talk to. Sara D. Manager, Sales Operations
  19. 19. Pardot also earned high satisfaction scores with 97% of reviewers believing it was headed in the right direction.
  20. 20. Implementation was easy and fast. Good documentation and excellent support. The tool itself is very intuitive and flexible. Fernando A. Web Marketing Manager
  21. 21. The organization of the platform could be better - simple folder organization would help the organization of the assets and thus increase productivity. The sync to our CRM platform was not as good as it could be. Joy M. Marketing Strategist
  22. 22. HIGH PERFORMERS: HIGH SATISFACTION, LESS SCALE
  23. 23. Act-On users reported an 87% rate of satisfaction with product functionality.
  24. 24. The interface is very intuitive. Dashboard creation, reporting, and email are all done very easily. Landing page creation has proven to be very seamless. Joe G. Sr. Online Marketing Manager
  25. 25. It's basic in design and could use a user-interface lift. I have a stomach for technical viewing, but many don't. I think if it offered a more easily understood layout and design it would be easier to introduce the service to my colleagues. Todd H. Manager, Marketing Communications
  26. 26. 83% of LeadFormix (Callidus Cloud) reviewers are likely to recommend to the product.
  27. 27. I like getting many of the features of a marketing automation tool without the hefty price tag to accompany it. It's more powerful than any email marketing tool and surprises me with its ability to connect the dots with web visitors. Gary J. Online Marketing Specialist
  28. 28. I would like their land page creation tool to be a little more robust. I have worked online with various landing page tools and even coded landing pages myself but I found the landing page tool somewhat difficult to use at times. Ron S. Supply Chain & Logistics
  29. 29. Marketing automation trends & stats
  30. 30. IMPLEMENTATION 72% implemented with an in-house team 28% implemented via the vendor or a third party
  31. 31. CONTRACT TERMS 1% 2% 9% 54% 25% 9% 4+ years 3 years 2 years 1 year Month to month No term
  32. 32. TIME TO GO LIVE 12% 49% 27% 7% 3% 1% 1% < 1 day < 1 month 1-3 months 3-6 months 6-12 months > 12 months Never
  33. 33. AVERAGE TIME TO ACHIEVE ROI
  34. 34. CUSTOMER SATISFACTION 78% Average customer rate of satisfaction with marketing automation features
  35. 35. OR WANT MORE DATA? See the Grid for marketing automation in real-time Access the full marketing automation research CLICK!

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