Helping Marketers Succeed
© 2017 All Rights Reserved. MarTech Advisor.
BUYER’S GUIDE TO MARKETING AUTOMATION
PLATFORMS FOR SMBs
Includes listing of Top Marketing Automation Platforms for
SMBs, MTA MAP Green Zone and Top MAP Vendor Profiles
SPRING EDITION | 2017-18
By Ankush Gupta, Editor-In-Chief,
With Chitra Iyer, Surajit Nath & Khushbu Verma
Designed by Harshad Pawar
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TABLE OF CONTENTS
© 2017 All Rights Reserved. MarTech Advisor.
3
All About Marketing Automation
4
The evolution of Marketing Automation Platforms
9
Building the Marketing Automation ‘stack’: who needs what?
Marketing Automation meets ABM
14
Ways Marketing Automation will (need to) evolve to better meet ABM challenges 15
Feature and Pricing Trends of MAP for SMB's
16
Key MAP Features
The Right MAP Pricing for SMB
17
19
Feature and Pricing Trends of MAP for SMB's
20
The MTA Green Zone
MTA Green Zone of Marketing Automation Platforms for SMB
21
22
Marketing Automation Platform Vendor Profiles
24
About MarTech Advisor
37
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Section: 1
ALL ABOUT
MARKETING AUTOMATION
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The evolution of Marketing Automation Platforms
The media landscape has undergone a drastic evolution
from the press and TV dominated days to its current
digitally driven avatar. This has not only changed the way
media is consumed, but also buying behavior, because
so much of the buying journey is undertaken over digital
(media) platforms.
Media and marketing are inextricably linked, and with the
number of media platforms now available to both consumers and marketers - and the reach across
geographies of those digital platforms - marketers were
suddenly looking at unprecedented scale and volume of
marketing operations. The rise – and evolution- of
marketing automation was therefore inevitable.
From the early days of personalizing direct mail and
labels from standalone lists and contact databases; to
today, when ‘intelligent systems’ have taken on a whole
new dimension with artificial intelligence and predictive
analytics; the marketing automation landscape has seen
a huge evolution. Let’s take a little tour.
In terms of revenue, the market has generated $3.86
Billion in 2016 and is anticipated to reach up to $6.58
Billion by 2022.
(source: http://www.researchandmarkets.com/research/qjssbt/global_marketing)
If you just consider the number of vendors in the martech
space, its gone from around 150 in 2011 to over 4000 in
2016. Marketing automation categories (Campaign
Management, Email Marketing, Mobile Application,
Inbound Marketing, Lead Nurturing and Lead Scoring,
Reporting and Analytics, Social Media Marketing) make
up a significant subset of marketing technology.
Marketing Automation is
technology to help
automate marketing
process, improve
operational efficiency,
address scale, but also to
improve brand
engagement, conversion
rate and conversion value.
It includes measurement
of effectiveness for
continuous improvement
(better planning, execution
and measurement
/evaluation) of marketing
efforts at scale.
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The evolution of Marketing Automation Platforms
Foundation Capital’s Ashu Garg, in his “MarTech and the
Decade of the CMO” white paper, says he expects the
current $12 billion CMOs invest in software and
technology will climb to $120 billion by 2025. Garg even
predicts that the CMO will evolve into the CeO (Chief
Experience Officer) – and that certainly seems to be
borne out by the discussion below.
(http://foundationcapital.com/a-new-whitepaper-martechs-120bsoftware-revolution/)
Those are the stats. If you look at the nature of marketing
automation however, the evolution is even more
compelling. Consider it from the point of view of
managing prospect engagement through the buying
cycle. From a one-size-fits-all digital strategy, marketing
automation evolved to a more trigger or rule based
personalization system (if prospect downloads eBook,
then the system sends out this email; if prospect visits
website, the system starts retargeting and so on.) to its
present-day form, which is aspiring to align with each
individual customer journey.
Marketing automaton is going beyond addressing the
buying journey to strategically encompass the entire
customer experience. David Raab describes this avataar
of Marketing Automation as Journey Orientation Engines.
Obviously, even the best content marketing technology
for instance won’t be of the slightest use without actual
good, relevant content to market. And that can be created
only if you really know your customer. The irony is that as
buyers use of technology increases, their expectation of a
non-intrusive, authentic and personalised experience is
also increasing. [Gartner Research has predicted that by
2020, customers will manage 85 percent of their
relationships without talking to a human.] Even though
machines are executing more and more of the
engagement, the experience still has to feel authentic
and human. However, technology can’t solve either
customer or branding problems - only real people can.
Throwing technology at a problem without thinking
through the real prospect pain point is not a sustainable
solution. Marketing automation solutions need to come
closest to what a real salesperson - given unlimited time,
intelligence and resources - would have done.
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The evolution of Marketing Automation Platforms
The scope of marketing automation too has evolved far
beyond just lead generation, to lead nurturing and even
conversion/ last mile closure. Solutions are now able to
address far more than permission based marketing – its
inbound, outbound and everywhere else (social/ POS/
events (virtual and real)) marketing – often referred to as
omni channel marketing. In terms of measurement, its
scope has widened from just measuring responses to fullfeature analytics, predictive analytics and even artificial
intelligence.
Finally, let’s look at how the structure of marketing
automation solutions is evolving. From stand-alone tools
and point solutions, marketers can choose from suites
(one single-brand vendor provides several marketing
automation functionalities), platforms (one vendor
provides a ‘platform’ or stage for a bunch of brand
vendors to come together, integrate and work as one) and
even clouds (several different apps either by one or
multiple vendors that marketers can pick and choose like choosing (and changing) your own toppings) that offer
a wide range of integrated solutions to address all
possible components of the marketing spectrum. Even
for point solutions, integration is now almost a hygiene
feature: it’s got to integrate with both- the data
management systems (CRM, CDP, DMP) as well as the
other marketing technology and automation tools in the
stack or platform.
So, what is the future of marketing automation?
While there will be takers for all models of Marketing
Automation deployment- from point solutions to suites,
platforms and clouds, deeper integration of the
marketing automation stack seems inevitable. All
vendors have to build in seamless integration with every
other tech tool (not just marketing) that may impact
customers, to empower marketers with real and
actionable intel.
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The evolution of Marketing Automation Platforms
Additionally, connecting the dots across data and
analytics is another area of evolution: the current
generation of MA is still missing the last-mile closure. We
have all experienced retargeting long after we have
stopped looking (or purchased) the product, missed
opportunities (disconnect/ discord between the online
information gathering experience and the point-ofpurchase moment of truth), and post-purchase
dissonance - the killer of customer lifetime value.
Marketing Automation needs to build the full spectrum of
lifetime engagement functionalities including the
recurring ‘last mile’ of a buying experience. The strategic
focus of marketing automation needs to shift from the
campaign or component approach to the customer
journey in totality to deliver on the seamless customer
experience promise.
Along with the automation, marketers – as users of the
technology- too need to evolve. Vendors need to step up
and build in user adoption, skilling and continuous
learning into the products they offer. This will come in the
form of increasingly user-friendly interfaces, built-in
assistants and bots to aid the marketer to use the
technology optimally, and self-assessment tools that are
naturally enmeshed in the day to day operations for
ongoing skill refreshment, user communities etc. This is
critical also because the software itself is ‘upgraded’
frequently - indeed this is a selling point for the vendors.
The data points – and therefore analytics generated - is
only going to increase exponentially. Marketers can’t
keep playing catch-up with technology- the technology
has to evolve to build learning into the day to day user
experience. And that can become a deal maker for
marketers evaluating vendors.
The savvier areas of evolution of course include ramping
up functionalities to meet the ABM opportunity (more on
that later in this report), increasingly sophisticated
artificial intelligence, predictive analysis techniques and
innovative content delivery mechanisms.
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The evolution of Marketing Automation Platforms
The more things change, though, the more they remain the same. As marketing automation
aims to do more and more, it looks set to stay. Its morphing into the indispensable strategic
arsenal of every marketer but it will need to retain its (and the marketers) focus on customer
experience and user experience. Marketing automation is – and will remain - about using
increasing amounts of technology easily, to deliver an increasingly authentic engagement to
the prospect or customer.
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Building the Marketing Automation ‘stack’: who needs what?
In most cases, just a single point solution tool won’t suffice as a comprehensive marketing
automation solution. A ‘stack’ of tools or solutions is needed to address the full gamut of
marketing automation requirements of any reasonably mature marketer. The endeavor is to
avoid investing in technology for the sake of it and focus on building a portfolio of relevant and
productive tools that help meet both- business goals and customer expectations. The thumb
rule is to ask ‘what will this specific prospect consider ‘a meaningful experience’? and then
put tools in place which can deliver that experience optimally – effectively and efficiently. It’s
‘meaningful personalization at scale’.
(Note: while ‘stack’ implies tools ‘stacked on top of the other’, and therefore a hierarchy, neither is the case. A
‘stack’ of marketing automation is actually more like a set of equally important pieces, which are integrated,
and visually better imagined as a ‘chain’ than a stack. For this article, we are using stack because it’s a more
familiar term)
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Building the Marketing Automation ‘stack’: who needs what?
Choosing the right marketing automation solution
What are the things to consider when building a
marketing automation stack?
1.
WHO ARE YOU?
The nature of your business. This is a good starting
point to assess your marketing automation needs.
B2B and B2C marketers have differing marketing
needs, and the technology solutions they choose
should reflect that. For example, a B2B would need
automation that can integrate with their CRM, and
deliver a content-driven nurturing strategy and deeper
analytics about a smaller set of prospects; whereas a
typical B2C marketer would need a system that can
deliver relevant personalisation at scale, predictive
modelling based on behaviour and real-time
engagement. Even within B2B and B2C, different
industries would have diverse characteristics and the
marketing automation technology needs to work with
those. For example, B2C companies in realty and
housing will engage customers differently than
companies in kid’s fashion. B2Bs offering banking
technology solutions will have different marketing
needs and priorities from a commercial vehicles
manufacturer.
The size of your business. Companies of different
sizes also have different needs and before investing in
marketing automation, the real needs at the current
stage of the business must be considered, while
keeping an eye on the future growth expectation and
corresponding requirements. Since technology is
evolving so fast and disruptions and innovation are
not uncommon, the future focus can’t be too far afield.
It may be better to focus on the vendor’s ability to
adapt to disruptions, threats and industry dynamics.
Smaller companies that happen to be advanced
marketers can strategically leverage marketing
automation to punch above their weight (See box: MA
the great leveller). There is a range of MA specifically
for SMBs and obviously, their pricing models reflect
that (See MTA Green Zone further in this Guide)
PRO TIP: Use Marketing
Automation as the great
leveller
While a well-planned stack
will help you automate and
build in efficiencies and
improve lead generation,
conversion and retention; a
cleverly planned stack will
help you punch above your
weight. Being a small
company with a small
budget doesn’t have to be a
barrier to big ambitions.
Leverage a combination of
free and paid MA tools to
amplify your voice and
achieve optimal results. Use
cloud based services, apps
and SaaS models where
possible to minimize
outflows and liabilities. Build
flexibility and agility into the
system to give you a
competitive edge over larger
competitors who may be
slower to respond to
opportunities.
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Building the Marketing Automation ‘stack’: who needs what?
Choosing the right marketing automation solution
What are the things to consider when building a
marketing automation stack?
2.
WHO ARE YOU MARKETING TO?
The buyer’s journey. Everything must stem from the
prospect and customer expectations from the brand.
Think about her pain points, her challenges and
barriers, how she approaches a solution, how she
consumes media and other sources of information
and knowledge on the way, and the distinct ‘stages’ in
her journey: and begin to define the marketing
automation requirements from there. Mapping the
buyer journey into a framework that could inform
current and future technology solution choices could
be a sustainable way to approach it.
The buyer’s world. What is the prospect’s ecosystem?
How complex are the touchpoints, how many sources
of information does the prospect have access to
before she decides, who are the influencers, what is
the competition and what are the benchmarks?
Extraneous factors like geography and culture may
also be important. Your marketing automation
solutions cannot function in a vacuum – they must
address the realities of the buyer’s world
(controllable or not). In addition to the stated
customer needs, it is important to keep an eye on the
latest innovations and disruptors in the marketing
automation space just in case there is a breakthrough
tool to address unstated, unknown or evolving needs
of prospects and customers.
“It’s about the
customer experience.
You don’t start with the
tool. The tools are the
thing at the end. You
start with what
problems can you
solve for your
customers, and then
you ask which tools
can help you do that.”
(Travis Wright of CCP
Digital at Dreamforce
2016)
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Building the Marketing Automation ‘stack’: who needs what?
Choosing the right marketing automation solution
What are the things to consider when building a marketing automation stack?
3.
WHERE ARE YOU AND WHERE DO YOU WANT TO
GO?
Current stage of business, priorities and plans, Startups have different goals and constraints than
established businesses. Businesses that are
diversifying into new categories may have a different
set of marketing priorities. Some marketers may be
more focused on acquisition and others on retention.
Companies growing inorganically may have to plan for
increased marketing automation complexity well in
advance. Think about what your prospects and
customers would consider ‘must-haves’ for you, and
invest in those first; before moving on to the ‘nice to
haves’ and the ‘cool to haves’. In short, put the basics
in place first and then keep adding and growing the
portfolio capability and complexity with time,
experience, business results and priorities.
PRO TIP: Don’t expect IT to
help ‘use’ the Marketing
Automation tools!
Marketers need to equip
their teams with the skills
needed to make the most
of the more intelligent MA
tools especially analytics.
It’s not just dashboards but
real time analytics that
skilled users can apply and
leverage to offer the right
touchpoint to the prospect
at the right time.
The ‘basic’ strategies that need execution could include email marketing, content
marketing, inbound marketing, search, lead nurturing, social media marketing and basic
functionalities will include lead scoring and analytics.
Budgets and resources. Even though almost all surveys and stats indicate increased
investments in MA by marketers in the coming years, it is necessary to get real about the
resources available – not just budgets but also skills and time. For tight budgets, there are
several options like we mentioned earlier, including marketing automation vendors who
are dedicated to SMBs, and even free tools that can be leveraged cleverly to execute with a
reasonable amount of cohesion.
Though marketing automation saves time, to make the most of all the strategic benefits it
can offer, marketers must have the skills to know how to use it optimally. A realistic
assessment of all the resources at hand- money, time, and skills – is a prerequisite to
making a marketing automation investment. Practically, it may work to assign a core team
to take initial ownership of the marketing automation stack, gradually increasing the
number of managers who are initiated into it over a realistic time frame (versus investing all
managers time in a generic onboarding program). Peer learning or even a buddy system
could work better for team members to organically leverage the power of the marketing
automation system instead of expecting everyone to be on the ball from day one.
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Building the Marketing Automation ‘stack’: who needs what?
Choosing the right marketing automation vendors
We have established earlier that the starting point of evaluating any marketing automation
solution and vendor is not the snazzy features they will show you in the demo, but your list of
marketing requirements based on your prospect/ customer expectations and your own
current realities. Your strategy and skills are as important (if not more) than the actual
technology for execution.
Rely on these evaluation parameters when the suits walk into that meeting room for the
demo:
1.
Testimonials: this is still the best place to start: if other companies whose work you
admire are happy to recommend them, they deserve a listen.
2.
Use case scenario walk throughs/ demos using real life examples from your business:
give them specific applications you have in advance, so they can walk you through how
their solution will realistically address those at the demo.
3.
Specifically check for integration with any existing solutions and platforms you already
have and any that you may be considering including Adtech and Database management
solutions.
4.
Flexibility: technology changes all the time. What is their policy on continuous
improvements and upgrades? How have they responded to industry changes in the past;
what is their approach to and policy on responding to future changes in other installed
technology that may require them to ‘reintegrate’?
5.
It’s important to check their processes for and policies on crisis management/ data
security.
6.
Get clarity on the onboarding and refresher skilling/ ongoing continuous learning
program they offer (confirm if these come at an additional cost) – onboarding, customer
support and customer success are critical to your ROI on the software.
7.
Commitments and exits: how locked in will you have to be to the vendor? While any
solution will take a reasonable period to show results, most offer subscription based payas-you-use models that enable easy scale up (or down) of users and features.
8.
To avoid underutilisation of the software features/ functionalities or suboptimal results,
check if the vendor (especially in case of platforms) allows staggered deployment:
gradual add-ons of functionalities or tools as familiarity and internal adoption grows.
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Marketing Automation meets ABM
ABM has gone from being a buzz word to a very real investment priority for marketers who want
to approach acquisition and retention with an account-based lens. To execute an ABM
strategy, ABM enabling technology is a must. Now, will that technology be delivered by existing
marketing automation vendors, ‘ABM’ specialist vendors, the CRM itself or are there some
new or hybrid solutions in the offering?
The answer is it could be any or all the above. The choice of vendor to execute ABM strategy
really depends on the importance of ABM in the marketers’ overall strategy, the current
(existing) investments in marketing automation and martech (and the fact that they are still to
justify their ROI), the need to reskill managers to use a new technology platform, the time and
cost of deploying new solutions onto the platform among others.
Marketing automation seems well placed to address ABM need because its already deployed
and entrenched in daily marketing ops. Extending that familiarity into ABM will not be as
difficult as deploying totally new tools. Indeed, many marketing automation vendors have
begun to reframe their value propositions to reflect their ability to execute ABM strategy.
Pure ABM vendors may argue that there is still gaps between what marketing automation was
initially designed to do and what ABM needs, in addition to lacking an ABM-focused innovation
mindset.
Marketing automation users may testify that no single marketing automation tool even
addresses all the basic marketing requirements, so adding on ABM capability will be a stretch!
Marketing automation vendors- at least those promising to offer ABM functionality on top of
existing functionalities - will point out that adding ABM to the gamut of marketing automation
is just as natural as adding any other marketing strategy to its capabilities set and it is a
perfectly legitimate expansion.
Each argument has its merits. In the next section we are just trying to highlight some areas
where marketing automation still needs to do better to meet the ABM challenge.
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Ways Marketing Automation will (need to) evolve to better meet ABM Challenges
10
THINGS
MARKETING
AUTOMATION
WILL HAVE
TO DO
BETTER TO
WIN THE
1
Integrate with other marketing
automation tools to help build a
complete ABM-focused stack for
marketers to have tools across the
core ABM processes, while still
enabling all the Inbound
functionalities.
2
Build an account-contact based
approach rather than segment-lead
/ record-based approach. At the
very basic level, data needs to be
organized around Accounts, not
records and leads. All metrics too,
need to be measured at an
aggregate Account level.
3
Better integrate ABM with strategic
account planning for the most
strategic of the Key Accounts.
4
Enable meaningful collaboration
between and alignment of sales
and marketing, since so much of
the success of ABM depends on
smarketing.
5
The scope and context of automation
and scale for ABM is different from
inbound marketing. Marketing
automation needs to better address
scale and dual-customization (to Account
and to individuals within the account).
6
Build better Adtech capabilities
especially for retargeting, reverse IP
and ad serving, as well as for
developing more complex creative
content.
7
Content strategy needs to be executed
differently in ABM. Build stronger
content marketing capabilities – drive
thought leadership which is
‘personalized at scale’.
8
Build stronger predictive analytics
capabilities, including AI, especially
in defining target (best fit)
prospects for ABM and predicting
cross / upsell behavior.
9
Build frameworks to integrate offline
marketing and outbound
communications initiatives – ABM
goes beyond digital (outbound)
delivery – it includes events, meetings,
direct mail and even phone calls.
10
Metrics is a key point of
dissonance between sales and
marketing. Metrics, analytics and
reporting needs in ABM are far
more sophisticated, with a
combination of quantitative and
qualitative metrics for most
performance indicators. The
indicators themselves are more
outcome-driven (such as pipeline,
pipeline velocity, shorter sales
cycle, increased deal value, level of
engagement, reach and awareness
scores etc.). Marketing automation
needs to build deeper
measurement capabilities building
in both quantitative and qualitative
metrics (for example, engagement
levels, disposition to the brand,
reach and awareness etc.) in
addition to the pipeline and deal
value type of quantitative metrics.
ABM
Opportunity
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Section: 2
FEATURE AND PRICING TRENDS
OF MAP FOR SMB'S
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Key MAP Features
Marketing Automation Key Features:
Sub-Feature Categories
Marketing Automation Features
Email & Drip Marketing
Drip Email Campaigns, Building & Personalizing Emails,
Sending Outbound Emails, Manage Email Deliverabilty,
Automate Email Responses, Deliverability & SPAM Analysis
Inbound and Online
Marketing
Landing Pages, Web Forms, Dynamic Content, A/B testing,
Search Marketing, PPC, SEO, Website Visitor Tracking and
Mobile & Web Optimization, Responsive Design
Lead Management
Data Quality / Contact Management, Segmentation, Lead
Scoring & Grading, Lead Capture, Lead Nurturing, Online
Behavioral Tracking, Automated Alerts and Tasks, Web
Behaviour Tracking
Campaign Management
Segmentation, Multi Cannnel Management, Project
Management, Event/Webinar Marketing, Calendaring,
Budgeting
Social Media Marketing
Social Listening, Social Sharing, Social Campaigns, Social
Engagement, Social Ads
Reporting & Basic Analytics
Basic Reporting, Web Analytics, SEO/Keywords Analytics
Predictive Scoring and
Advanced Analytics
ROI Analytics, Revenue Analytics, Data Analytics,
Prediction/Scoring, Auto Lead Generation
Platform Management
Customization, Workflow Capability, User Role & Access
Management, Internationalization, Sandbox/Test
Enviroments, Output Document Genration , Resource
Management
Integrations
Data Import & Export Tools, Integeration API's, Breadth of
Partner Aplications, Native CRM Integration,
Built-in ISV
App Integration
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Key MAP Features
Marketing Automation Key Features:
Account Based Marketing
Features
Sub-Feature Categories
Develop Account Profiles
Website Visitor ID Tracking, Target Account Visitor Alerts,
Historical Data of Visitors, Deal Size (Transactional Details of
Earlier Engagements, if any), Length of the Sales Cycle (Past
Sales Cycles Duration, if any), Job Boards of Target Accounts,
Social Networks Analysis, Current Customers Analysis
Build Database of Contacts
Vertical, Employee Size/Revenue, Named Accounts,
Demographics, Firmographics
Create Targeted Advertising
Account Based Advertising, Account Based Re-Targeting
Personalization
Website, Emails, Content, Videos/Posts, Landing Page,
Webinars, Survey
Manage/Track ABM
Performance Manager, Web Analytics, User Behavior, ROI,
Page Views, Clicks, Download
Integrations
CRM, CMS, Marketing Automation, Analytics, Chat
Sales
Intelligence/Predictive
Intent Data
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The Right MAP Pricing for SMB
To decide on right pricing options, suitable for meeting the needs of SMB’s, it was important to
arrive at an accurate estimation of the data volume that SMB’s need to manage. Our
observation based on the results of secondary research and primary data capture, indicates
an average volume of customer data to be managed by SMB’s is in the range of 5000 - 10,000
customer contacts. Going by this assumption, we evaluated the pricing of each product for the
ability to manage 10,000 or fewer contacts. In our estimation, below $500 per month is the
optimum price range for SMB products which offer all the basic MAP capabilities. More
advanced features such as Predictive Analytics and/or ABM are present only in products
above the $500 price range.
Price Range Vs MAP evaluated
37%
37%
$100-$500
$1000-$2500
>$2500
16%
6%
4%
$500-$1000
<$100
The above observations were further validated when we analyzed pricing data with of the
MAP tools focused strongly on the SMB Segment.
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© 2017 All Rights Reserved. MarTech Advisor.
Section: 3
THE MTA-MAP GREEN ZONE
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The MTA Green Zone
The MTA Green Zone helps B2B professionals make sense of the several marketing
technology products available, and recommends the best match for your business. The MTA
Green Zone eliminates the hype and noise through an objective, data-driven vendor analysis
process, and helps you make smarter choices when selecting the right martech product for
your business type. We recommend that you use this Buyer’s Guide to help identify and
discover the precise in-market products and features that will suit your specific requirements
and deliver an effective return on your investment.
The Green Zone is calculated by deploying our Research team’s weighted average scoring
method for rating products based on important parameters like features, pricing, segment
focus, actual user ratings and reviews and other factors.
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MTA Green Zone of Marketing Automation Platforms for SMB
As users discuss (in our Software Review Platform) the challenges faced in implementing
these software, we evaluated their experience based on select features and parameters to
give each vendor a specific MTA Score. The MTA Green Zone is reserved for the highest scoring
vendors with a MTA Score over 12.2. At the end of our study, we selected 32 MAP offerings that
scored high enough to be recommended in the MTA Green Zone as Best Fit, Great Fit and Good
Fit products for adoption by SMBs. The data was analyzed by calculating a weighted average
score of all available MAP tools based on their feature sets. Moreover, we also went a bit
further and accounted for all the MAP tools who had made a deliberate effort to incorporate
ABM features in their platforms. Additionally, secondary research sources were also tapped to
complement the extensive user surveys carried out by the MarTech Advisor team. While
analyzing the data, we calculated a weighted average score of all parameters collected from
the primary and secondary research.
The 32 MAP vendors were distributed as follows:
• 12 Vendors with an MTA Score above 12.2 have made it to the MTA Green Zone. These
vendors are rated as “Best-fit MAP for SMB”.
• 12 Vendors with an MTA Score between 11.3 and below 12.2 made it to the MTA Amber Zone.
Vendors in this zone are rated as “Great fit MAP for consideration by B2B professionals in the
SMB space”.
• 8 vendors with an MTA Score marginally below 11.3 are in the MTA Grey Zone. Vendors in this
zone are rated as “Good fit MAP for consideration by B2B professionals in the SMB space”.
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GREEN ZONE
FOR MARKETING AUTOMATION
MTA Score
ABM
ABM
ABM
Good fit for SMB
ABM
ABM
Great fit for SMB
ABM
ABM
ABM
Best fit for SMB
Also includes ABM Features
Helping Marketers Succeed
© 2017 All Rights Reserved. MarTech Advisor.
Section: 4
MARKETING AUTOMATION
PLATFORM VENDOR PROFILES
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.hubspot.com
Phone: 888-428-7768
HQ Location:
25 First St., 2nd Floor
Cambridge, Massachusetts 02141
United States
PRICING IN USD
(Up to 10k contacts per month): $200
Description:
HubSpot is the world’s leading inbound
marketing and sales platform. Since 2006,
HubSpot has been on a mission to make the
world more inbound. Today, 20,000
customers in more than 90 countries use
HubSpot’s software, services, and support to
transform the way they attract, engage, and
delight customers. HubSpot is a global
company with offices in Cambridge, MA,
Portsmouth, NH, Dublin, Ireland, Sydney,
Australia, Singapore, Tokyo, Japan, and soon
to be in Berlin, Germany. HubSpot has been
recognized by Inc., Forbes, and Deloitte as
one of the world’s fastest-growing companies.
HubSpot's software has helped companies
worldwide change how they market and sell,
while their innovative approach to company
culture has helped redefine transparency and
autonomy in the modern workplace
SEGMENT FOCUS:
Small, Medium & Large
Year Founded: 2006
PRODUCTS:
HubSpot (All-in-One Inbound Marketing
Software)
Ÿ
PRODUCT CATEGORIES:
Email & Drip Marketing, Inbound and
Online Marketing, Lead Management,
Campaign Management, Social Media
Marketing, Reporting & Basic Analytics,
Predictive Scoring and Advanced
Analytics, Platform Management,
Integrations.
KEY ACTIVITIES:
Total Funding Received till date:
$100.5Mn
Ÿ Total Rounds of Funding: 6
Ÿ Major Investors: Altimeter Capital,
Cross Creek Advisors, CRV, GV, Sequoia
Capital
Ÿ Acquisitions: Rekindle, Chime,
PrepWork, oneforty, Performable
Ÿ
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.marketo.com
Phone: 404-998-5700
HQ Location:
901 Mariners Island Blvd
Suite 200
San Mateo, California 94404
United States
PRICING IN USD
(Up to 10k contacts per month): $895
Description:
Headquartered in San Mateo, CA, with offices
around the world, Marketo provides a
complete marketing automation software
solution that is powerful and easy to use for
fast-growing small companies and global
enterprises alike. Built for marketers, by
marketers, Marketo is designed to allow
companies to launch their first campaign in
days and scale to meet the needs of the
most complex global enterprise. The solution
delivers everything a marketer needs to
deliver more sales leads with less work,
including inbound marketing, lead
management, social marketing, event
management, instant CRM integration, sales
dashboards, and marketing ROI reporting and
analytics — all in one place.
Year Founded: 2006
SEGMENT FOCUS:
Small, Medium & Large
PRODUCTS:
Marketing Automation
Account Based Marketing
Ÿ
Ÿ
PRODUCT CATEGORIES:
Email & Drip Marketing, Inbound and
Online Marketing, Social Media Marketing,
Reporting & Basic Analytics, Predictive
Scoring and Advanced Analytics, Lead
Management, Campaign Management,
Integrations.
KEY ACTIVITIES:
Ÿ Total Funding Received till date:
$108.4Mn
Ÿ Total Rounds of Funding: 6
Ÿ Major Investors: Battery Ventures,
InterWest Partners, IVP, Mayfield-Fund,
Storm Ventures
Ÿ Acquisitions: Vessel, Insightera, Optify,
Crowd Factory
Ÿ Acquired by: Vista Equity Partners
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.ontraport.com
Phone: 855-668721678
HQ Location:
2040 Alameda Padre Serra St. 220
Santa Barbara, California 93103
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $79
Description:
ONTRAPORT provides an all-inclusive business
and marketing automation platform targeted
to the specific requirements of entrepreneurs
and small businesses. With ONTRAPORT as
their automation partner, entrepreneurs and
small business owners can swiftly and easily
start, systemize and scale their businesses
on a powerful platform integrating the
marketing, sales and business applications
they need.
SEGMENT FOCUS:
Small & Medium
It includes a powerful CRM system,
membership sites, one-click WordPress
hosting, outstanding email delivery, payment
processing, direct-mail printing, affiliate
management, and our innovative business
automation suite.
Year Founded: 2008
PRODUCTS:
Ontraport
Ÿ
PRODUCT CATEGORIES:
Lead Management, Reporting & Basic
Analytics, inbound and Online Marketing,
Campaign Management, Predictive
Scoring and Advanced Analytics,
Integrations
KEY ACTIVITIES:
Total Funding Received till date:
Undisclosed Amount
Ÿ Total Rounds of Funding: 1
Ÿ Major Investors: Abundance Partners
Ÿ Acquisitions: None
Ÿ
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.greenrope.com
Phone: 442-333-7577
HQ Location:
249 S Hwy 101Suite 525
Solana Beach, CA 92075
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $149
Description:
GreenRope offers small business owners an
all-in-one solution at an affordable price. It
has CRM, Marketing Automation, Email
Marketing, and more. GreenRope is a webbased application that allows business
owners to fuse their customer database,
form marketing campaigns, send and track
invoicing and all this while being more
efficient and effective than before.
SEGMENT FOCUS:
Small & Medium
Data is stored securely online allowing
customers easy access to it from anywhere
in the world. All the features available are
accessible from one screen, making this an
easy-to-use, feature-packed solution for small
business management. A free trial makes it
easy for any organization to check out how
GreenRope can improve the way to do
business.
PRODUCTS:
Marketing Suite
Sales Suite
Operations Suite
Ÿ
Ÿ
Ÿ
PRODUCT CATEGORIES:
Campaign Management, Reporting &
Basic Analytics, Lead Management, Social
Media Marketing, Predictive Scoring and
Advanced Analytics, Integrations
KEY ACTIVITIES:
Total Funding Received till date: none
Total Rounds of Funding: none
Major Investors: none
Acquisitions: none
Ÿ
Ÿ
Ÿ
Ÿ
GreenRope.com was founded by
entrepreneurs who saw the need to make it
easier to run and grow a business.
Year Founded: 2008
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© 2017 All Rights Reserved. MarTech Advisor.
Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.7sheep.net
Phone: 650-600-3955
HQ Location:
440 N Wolfe Rd
Sunnyvale, California 94085
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $51.89
Description:
7Sheep's easy and intuitive platform allows
you to build online campaigns to get the
best engagement marketing strategies,
without having to touch a line of code.
Putting these tools saves company’s time
and money and relieves pressure on IT
Department.
SEGMENT FOCUS:
Small & Medium
Justify marketing efforts by being able to
build tracking for your leads. Prove the value
of marketing's contribution through making
every touch count. It sets measurable
objectives affordably.
7Sheep believes, every business needs to
and should be able to access to these
powerful tools to help transform marketing
campaigns. With 7Sheep speak your lead's
language and execute and manage multilingual campaigns, keeping it all together
and leveraging localization of the content for
a greater rate of conversion. As marketers
know that their customers are different, and
in today's fast changing society they must be
above the rest and engage them through
their language. 7Sheep keeps all your leads
together yet lets its clients have multilanguage versions of landing pages.
PRODUCTS:
7Sheep
Ÿ
PRODUCT CATEGORIES:
Email & Drip Marketing, Campaign
Management, Lead Management,
Platform Management
KEY ACTIVITIES:
Total Funding Received till date: None
Total Rounds of Funding: None
Major Investors: None
Acquisitions: None
Ÿ
Ÿ
Ÿ
Ÿ
Year Founded: 2014
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© 2017 All Rights Reserved. MarTech Advisor.
Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.leadsius.com
Phone: +46-8-519-710-20
HQ Location:
Hälsingegatan 49, 113 31
Stockholm
Sweden
PRICING IN USD
(Up to 10k Contacts Per Month): $45
Description:
Leadsius offers a Free and a Premium
Marketing Automation solution for SMB
companies. The Free version allows you to
get started at no cost and the Premium
version is aimed for those who want use
more sophisticated and powerful features. It
is a Marketing Automation Platform that
helps ambitious Marketers make top
performing marketing.
Leadsius Free version includes campaign
management, email marketing, lead
nurturing, lead scoring, lead analysis &
reporting, website visitor tracking, landing
page creation and a suite of add-on
functionality like CRM integration.
SEGMENT FOCUS:
Small & Medium
Year Founded: 2010
PRODUCTS:
Leadsius
Ÿ
PRODUCT CATEGORIES:
Email & Drip Marketing, Reporting & Basic
Analytics, Lead Management, Predictive
Scoring and Advanced Analytics, Inbound
and Online Marketing.
KEY ACTIVITIES:
Total Funding Received till date: None
Total Rounds of Funding: None
Major Investors: None
Acquisitions: None
Ÿ
Ÿ
Ÿ
Ÿ
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Helping Marketers Succeed
© 2017 All Rights Reserved. MarTech Advisor.
Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.infusionsoft.com
Phone: 866-800-0004
HQ Location:
1260 South Spectrum Boulevard
Chandler, Arizona, 85286
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $199
Description:
Infusionsoft understands the biggest growth
challenges for small businesses. Although,
they are the job creators, problem solvers,
innovators and the backbone of the economy.
So Infusionsoft helps small businesses
succeed with their trusted and proven small
business expertise, with an award-winning
sales and marketing automation platform and
with the largest ecosystem of small business
partners, apps, and technologies.
SEGMENT FOCUS:
Small
Infusionsoft provides an all-in-one sales and
marketing software for small businesses. Its
Web-based solution helps small businesses
automatically market to get more customers,
grow sales and save time. The privately held,
seven-time Inc. 500/5000 company is based
in Chandler, Ariz. and is funded by Goldman
Sachs, Mohr Davidow Ventures and Signal
Peak Ventures.
Year Founded: 2001
PRODUCTS:
Infusionsoft
Ÿ
PRODUCT CATEGORIES:
Lead Management, Inbound and Online
Marketing, Social Media Marketing,
Reporting & Basic Analytics, Integrations,
Campaign Management, Email & Drip
Marketing.
KEY ACTIVITIES:
Ÿ Total Funding Received till date:
$127.9Mn
Ÿ Total Rounds of Funding: 5
Ÿ Major Investors: Bain Capital Ventures,
Allure Ventures Inc, Arthur Ventures,
Goldman Sachs, Signal Peak Ventures
Ÿ Acquisitions: GroSocial, CustomerHub
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© 2017 All Rights Reserved. MarTech Advisor.
Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.zoho.com
Phone: 925-924-9500
HQ Location:
4141 Hacienda Drive
Pleasanton, California 94588
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $10
Description:
Founded in 1996, Zoho Corporation is the
software company was founded in 1996. It
has a legacy of three great brands: Zoho,
ManageEngine and WebNMS. Zoho offers a
smart software for business growth. With
over 20 million users worldwide, Zoho's 33+
products aids sales and marketing, support
and collaboration, finance and recruitment
needs - letting the company focus only on
the business.
Zoho CRM is the flagship service and has
won many awards such as the 2012 CRM
Magazine Market Leader Award and the
2012 Sleeter 'Awesome Application' Award.
ManageEngine is an easy-to-use enterprise IT
Management product used by over 60,000
customers worldwide. WebNMS is a highly
customisable Network Management
Framework with over 25,000 carrier
deployments worldwide.
Zoho Corporation is a privately-held and the
company is headquartered in Pleasanton, CA,
with offices in North America and Asia
SEGMENT FOCUS:
Small, Medium & Large
PRODUCTS:
Zoho CRM
Zoho Assist
Zoho Connect
Zoho Office Suite
Zoho ManageEngine
WebNMS
Ÿ
Ÿ
Ÿ
Ÿ
Ÿ
Ÿ
PRODUCT CATEGORIES:
Email & Drip Marketing, Reporting & Basic
Analytics, Inbound and Online Marketing,
Lead Management, Campaign
Management, Predictive Scoring and
Advanced Analytics
KEY ACTIVITIES:
Total Funding Received till date: None
Total Rounds of Funding: None
Major Investors: None
Acquisitions: Noneb
Ÿ
Ÿ
Ÿ
Ÿ
Year Founded: 1996
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.intercom.com
Phone: 877-595-5175
HQ Location:
55 2nd Street 4th Floor
San Francisco, California 94105
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $49
Description:
The way businesses talk to people online is
broken. Intercom is fixing it.
Intercom is the first to bring messaging
products for sales, marketing & customer
service to one platform, helping businesses
avoid the stiff, spammy status quo and have
real conversations that build real
connections. Designed to feel like the
messaging apps you use every day, Intercom
lets you talk to consumers almost anywhere:
inside your app, on your website, across
social media and via email. Today more than
15,000 businesses use Intercom to connect
with a billion people worldwide. Intercom has
300 employees between its San Francisco
headquarters, Chicago Support office and
Dublin R&D office, and has raised $116
million in venture funding.
SEGMENT FOCUS:
Small, Medium & Large
Year Founded: 2011
PRODUCTS:
Acquire Lite
Engage Lite
Educate
Resolve Lite
Ÿ
Ÿ
Ÿ
Ÿ
PRODUCT CATEGORIES:
Reporting & Basic Analytics, Social Media
Marketing, Integrations, Inbound and
Online Marketing, Campaign
Management.
KEY ACTIVITIES:
Total Funding Received till date:
$115.75Mn
Ÿ Total Rounds of Funding: 6
Ÿ Major Investors: Index Ventures,
Bessemer Venture Partners, ICONIQ
Capital, Jack Dorsey, Jason Fried,
John Collison, Mark Zuckerberg,
Patrick Collison, Social Capital,
Stewart Butterfield
Ÿ Acquisitions: None
Ÿ
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.Sharpspring.com
Phone: 352-507-4376
HQ Location:
1921 Gallows Road
Suite 250
Vienna, VA 22182
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $400
Description:
SharpSpring is a cloud-based marketing
automation platform for marketing agencies
and SMBs based on its features,
functionalities and performance. SharpSpring
is a flexible platform, offering native or thirdparty CRM integration, universal CMS
compatibility, and additional integrations with
hundreds of applications.
With SharpSpring, companies can monitor
every lead that comes in and analyze all of
the data for a full picture of end-to-end ROI.
SharpSpring is nearly 1/3 the cost of the
competing solutions, and it is the platform of
choice for 1,100+ agencies & 5,000+
businesses in 56 countries.
Year Founded: 2011
SEGMENT FOCUS:
Small $ Medium
PRODUCTS:
Sharpspring
Ÿ
PRODUCT CATEGORIES:
Reporting & Basic Analytics, Email & Drip
Marketing, Inbound and Online Marketing,
Lead Management, Campaign
Management, Integrations.
KEY ACTIVITIES:
Total Funding Received till date: None
Total Rounds of Funding: None
Major Investors: None
Acquisitions: None
Ÿ
Ÿ
Ÿ
Ÿ
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.autopilothq.com
Phone: 415-900-4039
HQ Location:
589 Howard Street
Level 2
San Francisco, CA, 94105
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $20
Description:
Autopilot is a visual marketing software for
automating the customer journey. Its growing
fast in San Francisco and are making easy
things easy and the hard things achievable.
It believes in transparent culture, continual
learning, experimentation, and putting people
first.
Autopilot helps marketers connect their
systems, create automated journeys, and
convert leads into customers. Their built-in
integration to popular tools like Salesforce,
Segment, Twilio, Slack, Good Data, and
Zapier make it easy to connect systems and
message consistently across online, offline
and mobile channels including email, onsite
and in-app messaging, SMS, and physical
mail.
Year Founded: 2012
SEGMENT FOCUS:
Small, Medium & Large
PRODUCTS:
Autopilot
Ÿ
PRODUCT CATEGORIES:
Email & Drip Marketing, Campaign
Management, Lead Management,
Reporting & Basic Analytics, Integrations,
Inbound and Online Marketing.
KEY ACTIVITIES:
Total Funding Received till date:
$22Mn
Ÿ Total Rounds of Funding: 4
Ÿ Major Investors: Salesforce Ventures,
Blackbird Ventures (Australia),Garnett
Ventures, Rembrandt Venture
Partners, Southern Cross Venture
Partners, Stage One Capital, Tim
Draper
Ÿ Acquisitions: None
Ÿ
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Marketing Automation Platform Vendor Profiles
VENDOR
OVERVIEW
www.jumplead.com
Phone: 855-695-4418
HQ Location:
1921 Gallows Road
Suite 250
Vienna, VA 22182
United States
PRICING IN USD
(Up to 10k Contacts Per Month): $20
Description:
Jumplead is a marketing platform that uses
automation events to deliver personalized
marketing. It combines contact level analytics
and email marketing with an onboard CRM to
ensure complete visibility and scoring of
prospect activity, along with advanced top
tier inbound marketing automation features
such as progressive profiling and visitor
identification.
Jumplead enables its users to identify, chat,
and connect with prospect identification;
convert visitors to leads with conversion
forms and landing pages; trigger targeted
marketing with automation; nurture leads
with email broadcasts and autoresponders;
score and manage leads with contacts crm
and lifecycle stages; track and improve
performance with marketing analytics; and
more.
Year Founded: 2011
SEGMENT FOCUS:
Small
PRODUCTS:
Jumplead
Ÿ
PRODUCT CATEGORIES:
Lead Management, Reporting & Basic
Analytics, Email & Drip Marketing,
Inbound and Online Marketing,
Integrations.
KEY ACTIVITIES:
Ÿ Total Funding Received till date:
$22Mn
Ÿ Total Rounds of Funding: 4
Ÿ Major Investors: Salesforce Ventures,
Blackbird Ventures (Australia),Garnett
Ventures, Rembrandt Venture
Partners, Southern Cross Venture
Partners, Stage One Capital, Tim
Draper
Ÿ Acquisitions: None
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Helping Marketers Succeed
© 2017 All Rights Reserved. MarTech Advisor.
About MarTech Advisor
MarTech Advisor is a subsidiary of DemandShore, an award-winning technology, media and
services group. Since our inception in November 2014, we have grown into a leading media
platform specializing in marketing technology, thanks to the quality of our content and efforts
of our amazing team of people working across editorial, research and marketing. Some of the
world’s largest global technology companies have chosen to work with MarTech Advisor. We
have represented over 150 technology brands with their demand generation and brand
awareness campaigns.
Email or call us today, to put together a powerful campaign that will create the brand visibility
and targeted lead generation you need, to make your marketing efforts a success.
SALES CONTACT
EDITORIAL CONTACT
Mukesh Rajpurohit
VP Sales
MarTech Advisor
mukesh.rajpurohit@martechadvisor.com
1-646-810-7123
Ankush Gupta
Editor-in-Chief
MarTech Advisor
ankush.gupta@martechadvisor.com
(415) 230-0412
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