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1. How-To Guide
B2B Marketing Automation
By David Raab, Research Director
February 2014
EXECUTIVE SUMMARY
Business-to-business (B2B) marketing automation systems are among the
hottest sectors of the technology industry. Vendor revenues have grown
at 50% per year since 2009 and will probably top $1 billion in 2014.
Leading vendors including Eloqua, Marketo, and Pardot have been
acquired or gone public at tremendous valuations. Major software
companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata
have purchased B2B or business-to-consumer (B2C) marketing
automation products. Venture capitalists have invested several hundred
million dollars in start-ups and existing firms.
© 2014 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide
Yet, despite this growth, fewer than 20% of B2B marketers have
purchased an integrated marketing automation system (although many
more use email, Web analytics, and other component technologies).1
Even more alarming, many past buyers do not use their systems fully and
a significant portion report little benefit from their investment.2
The lesson of these statistics is not that marketing automation doesn’t
work. The same studies show that the majority of users are satisfied and
productive. Rather, the point is that marketing automation works only
when marketers deploy their systems effectively. This Best Practices
Guide will help to ensure that you are among the successful majority
of B2B marketing automation buyers, not the unhappy remnant.
ABOUT THE RESEARCH ANALYST
With an MBA from Harvard, David is an expert in both B2B &
B2C marketing strategy & technology. He has advised The
Gap, JC Penney, Lowe's, Blue Cross/Blue Shield, WilliamsSonoma, Scholastic, Unisys, Sprint and Verizon Wireless.
He also publishes the Raab Guide to Demand Generation
Systems and the Marketing Performance Measurement ToolKit.
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© 2014 Demand Metric Research Corporation. All Rights Reserved.