The document discusses the results of a study analyzing the effectiveness of "all-in-one" marketing automation platforms. The study found that these platforms provided limited benefits for increasing website traffic or keyword rankings. Specifically, smaller businesses saw more traffic benefits than larger businesses, but overall increases were modest. The document concludes that additional tools may be needed beyond automation alone to drive greater brand awareness and search engine visibility.

1. “All-in-One”
Marketing Automation
Is it Really All You Need?
(c) 2013, OMAlab, Inc. All rights reserved.
v1.0 13 November 2013

2. 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.

3. Our Criteria
40,000 initial domains using marketing automation from 10 vendors
sites 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

4. 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.

5. Vendor Market Share
5%
9%
53%
16%
8%
10%
ActOn Eloqua Marketo
Hubspot 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.

6. 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
Change
0
1
2
3
4
Change
0
10
20
30
40
Change
Learn more at http://getoma.com
(c) 2013, OMAlab, Inc. All rights reserved.

7. 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 change
losing traffic gaining traffic
Some big winners
n = 100
Most sites don’t see significant changes in traffic +6 months
after marketing automation launches.
Learn more at http://getoma.com
(c) 2013, OMAlab, Inc. All rights reserved.

8. 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
Learn more at http://getoma.com
(c) 2013, OMAlab, Inc. All rights reserved.

9. 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
Change
0
0.35
0.7
1.05
1.4
Change
0
1.5
3
4.5
6
Change
0
1.25
2.5
3.75
5
Change
(c) 2013, OMAlab, Inc. All rights reserved.

10. 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
Learn more at http://getoma.com
(c) 2013, OMAlab, Inc. All rights reserv

11. 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.

12. 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.

13. About
Marketing, at its core, is about building connections with your audience.
We help you build those connections with
that uncovers your
audience, and figures out
the best way to reach
them
that keeps you razor
sharp and up to date on
industry changes
Software Training
T A
Partnership
that works with you to do
what it takes to make you
successful
Learn more at http://getoma.com
(c) 2013, OMAlab, Inc. All rights reserved.
w

14. (c) 2013, OMAlab, Inc. All rights reserved.
Interested in exploring more?
Want to play with the data for yourself?
Data is available for you to run your own analysis.
Click here and request access.