M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing
Automation Platforms 2015:
A Marketer’s Guide
A Digital Marketing Depot Research Report
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
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Scope and methodology ........................................................................................................... 2
B2B marketing automation market overview .......................................................................... 3
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B2B marketing automation market trends .............................................................................. 5
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œ˜Ìˆ˜Õi`ÊiÝ«>˜Ãˆœ˜ÊœvÊ̅iʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊiVœÃÞÃÌi“°......................... 5
/>LiÊÎ\Ê/…iÊiÝ«>˜`ˆ˜}ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊiVœÃÞÃÌi“................................... 5
/Ài˜`ʛÓ\Ê-œvÌÜ>ÀiÊ>ÃÊ>Ê-iÀۈViÊ­->>-®ÊiۜÛiÃÊ̜Ê>ÀŽï˜}Ê>ÃÊ>Ê-iÀۈViÊ­>>-®° ............. 6
/Ài˜`ʛÎ\ÊÓÊ>`>«ÌÃÊ«Ài`ˆV̈ÛiÊ>˜>Þ̈VÃÊvœÀʏi>`ÊÃVœÀˆ˜}................................................. 6
B2B marketing automation platform capabilities ................................................................... 7
/>LiÊ{\Ê-iiVÌi`ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÊV>«>LˆˆÌˆià ....................................... 8
Choosing a B2B marketing automation platform ................................................................. 10
/…iÊLi˜iwÌÃʜvÊÕȘ}ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜................................................................. 10
,iVœ““i˜`i`ÊÃÌi«ÃÊ̜ʓ>Žˆ˜}Ê>˜Êˆ˜vœÀ“i`Ê«ÕÀV…>Ãi.................................................... 11
-Ìi«Ê"˜i\ʜÊޜÕʘii`Ê>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“¶ ............................................. 11
-Ìi«Ê/ܜ\Ê`i˜ÌˆvÞÊ>˜`ÊVœ˜Ì>VÌÊ>««Àœ«Àˆ>ÌiÊÛi˜`œÀà ........................................................ 13
-Ìi«Ê/…Àii\Ê-V…i`Տˆ˜}Ê̅iÊ`i“œ..................................................................................... 13
-Ìi«ÊœÕÀ\Ê
iVŽÊÀiviÀi˜ViÃ]ʘi}œÌˆ>ÌiÊ>ÊVœ˜ÌÀ>VÌ ........................................................... 14
Conclusion ................................................................................................................................. 15
Vendor profiles ......................................................................................................................... 16
V̇"˜Ê-œvÌÜ>Ài ................................................................................................................ 16
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>“«>ˆ}˜ .............................................................................................................. 19
Õ̜«ˆœÌ+ ...................................................................................................................... 21
i/Àˆ}Õi............................................................................................................................... 23
ÕL-«œÌ ............................................................................................................................ 25
˜vÕȜ˜ÃœvÌ ........................................................................................................................ 27
>ÀŽi̜ ............................................................................................................................. 29
"À>ViʏœµÕ> .................................................................................................................... 31
->iÃʘ}ˆ˜iÊi`ˆ> ........................................................................................................... 33
->iÃvœÀVi .......................................................................................................................... 35
->iÃvÕȜ˜ ......................................................................................................................... 37
-ˆÛiÀ«œ«]Ê>˜ÊÊ
œ“«>˜Þ.............................................................................................. 40
-ÌÀœ˜}6ˆiÜ ........................................................................................................................ 42
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œÕ` ............................................................................... 44
Resources .................................................................................................................................. 46
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“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
-Vœ«iÊ>˜`ʓi̅œ`œœ}Þ
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µÕiÃ̈œ˜Ã\
UÊ 7…>ÌÊÌÀi˜`ÃÊ>ÀiÊ`ÀˆÛˆ˜}Ê̅iÊ>`œ«Ìˆœ˜ÊœvÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ö
UÊ 7…œÊ>ÀiÊ̅iʏi>`ˆ˜}Ê«>ÞiÀÃʈ˜ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜¶
UÊ 7…>ÌÊV>«>LˆˆÌˆiÃÊ`œÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ«ÀœÛˆ`i¶
UÊ œiÃʓÞÊVœ“«>˜Þʘii`Ê>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“¶
UÊ œÜÊ`œÊÊ}œÊ>LœÕÌÊiÛ>Õ>̈˜}Ê܅ˆV…Ê«>ÌvœÀ“ʈÃÊLiÃÌÊvœÀʓÞÊLÕȘiÃö
vÊޜÕÊ>ÀiÊVœ˜Ãˆ`iÀˆ˜}ʏˆVi˜Ãˆ˜}Ê>ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“]Ê̅ˆÃÊÀi«œÀÌÊ܈Ê…i«ÊޜÕÊ
`iVˆ`iÊ܅i̅iÀʜÀʘœÌÊޜÕʘii`Ê̜°Ê/…iÊÀi«œÀÌʅ>ÃÊLii˜ÊVœ“«iÌiÞÊÕ«`>Ìi`ÊvÀœ“ʈÌÃÊiLÀÕ>ÀÞÊ
Óä£{Ê«ÕLˆV>̈œ˜Ê̜ʈ˜VÕ`iÊ̅iʏ>ÌiÃÌʈ˜`ÕÃÌÀÞÊÃÌ>̈Ã̈VÃ]Ê`iÛiœ«ˆ˜}ʓ>ÀŽiÌÊÌÀi˜`Ã]Ê>˜`ʘiÜÊ
Ûi˜`œÀÊ«ÀœwiÃÊ>˜`Ê«Àœ`ÕVÌÊÕ«`>ÌiðÊ
œÀÊ̅iÊ«ÕÀ«œÃiÃʜvÊ̅ˆÃÊÀi«œÀÌ]ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊˆÃÊ`iw˜i`Ê>ÃÊvœœÜÃ\ÊA campaign
management system that drives prospect interactions with the brand, measures prospect
response to marketing programs, and delivers prospect information to sales representatives
through the company’s CRM or salesforce automation (SFA) systems. When used effectively,
marketing automation systems will deliver a continuous flow of qualified leads to the
salesforce, as well as the data needed to close sales with those leads.
/…iÊÛi˜`œÀÃÊ«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌÊÀi«ÀiÃi˜ÌÊ̅iÊV…œˆViÃÊ>Û>ˆ>LiÊvœÀÊÓʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÆÊ̅iÞÊ>ÀiʘœÌÊ>ÊVœ“«Ài…i˜ÃˆÛiʏˆÃÌʜvÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
Ûi˜`œÀðÊ/…ˆÃÊÀi«œÀÌʈÃʘœÌÊ>ÊÀiVœ““i˜`>̈œ˜ÊœvÊ>˜Þʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÊœÀÊ
Vœ“«>˜Þ]Ê>˜`ʈÃʘœÌʓi>˜ÌÊ̜ÊLiÊ>˜Êi˜`œÀÃi“i˜ÌʜvÊ>˜ÞÊ«>À̈VՏ>ÀÊ«Àœ`ÕVÌ]ÊÃiÀۈVi]ʜÀÊÛi˜`œÀ°Ê
/…ˆÃÊÀi«œÀÌÊÜ>ÃÊ«Ài«>Ài`ÊLÞÊVœ˜`ÕV̈˜}ʈ˜‡`i«Ì…ʈ˜ÌiÀۈiÜÃʈ˜Ê>˜Õ>ÀÞÊ>˜`ÊiLÀÕ>ÀÞÊÓä£xÊ܈̅Ê
i>`ˆ˜}ÊÛi˜`œÀÃÊ>˜`ʈ˜`ÕÃÌÀÞÊiÝ«iÀÌðÊ/…iÃi]ʈ˜Ê>``ˆÌˆœ˜Ê̜Ê̅ˆÀ`‡«>ÀÌÞÊÀiÃi>ÀV…]ÊvœÀ“Ê̅iÊL>ÈÃÊ
vœÀÊ̅ˆÃÊÀi«œÀÌ°
February 2015
Editorial Advisor: Scott Brinker]Ê
ˆivÊ/iV…˜œœ}ÞÊ"vwViÀ]ʈœ˜Êˆ˜ÌiÀ>V̈ÛiÊ­ÜÜÜ°ˆœ˜ˆ˜ÌiÀ>V̈Ûi°
Vœ“®ÆÊ>˜`Ê>Õ̅œÀÉ«ÕLˆÃ…iÀ]Ê
ˆivÊ>ÀŽï˜}Ê/iV…˜œœ}ˆÃÌÊ­…ÌÌ«\ÉÉV…ˆiv“>ÀÌiV°Vœ“®
Writer: Karen Burka]Ê-i˜ˆœÀÊ,iÃi>ÀV…Ê
œ˜ÃՏÌ>˜Ì
Editor: Claire Schoen]Ê6*]Ê>ÀŽï˜}Ê-iÀۈViÃ]ÊThird Door Media
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
2Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
Sales and Marketing —
together at last.
B2B Marketing Automation
by Salesforce
www.pardot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê“>ÀŽiÌÊ
œÛiÀۈiÜÊ
B2B marketing
automation vendors
are benefitting
from their product
>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ>ÀiÊ«ÀœÛˆ˜}Ê̅iˆÀÊÛ>ÕiÊ̜ÊÓʓ>ÀŽiÌiÀÃÊv>Vi`Ê܈̅Ê>ʓœÀiÊ
success, as marketing
Vœ“«iÝÊVÕÃ̜“iÀʏˆviVÞVi]Ê>Ê܈`iÀÊ>ÀÀ>ÞʜvÊ`ˆ}ˆÌ>Ê“>ÀŽï˜}ÊV…>˜˜iÃ]Ê>˜`Ê>˜Ê՘«ÀiVi`i˜Ìi`Ê
automation systems
ۜÕ“iʜvÊ«ÀœÃ«iVÌÊ>˜`ÊVÕÃ̜“iÀÊ`>Ì>°ÊVVœÀ`ˆ˜}Ê̜ʜÀÀiÃÌiÀÊ,iÃi>ÀV…]ÊÓʓ>ÀŽiÌiÀÃÊ
revenue grew 60%
̅>Ìʈ“«i“i˜Ìʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊiÝ«iÀˆi˜ViÊ>Ê£ä¯Êˆ˜VÀi>Ãiʈ˜Ê̅iˆÀÊÃ>iÇ«ˆ«iˆ˜iÊ
to $1.2 billion in
Vœ˜ÌÀˆLṎœ˜°ÊLiÀ`ii˜ÊÀœÕ«Ê>ÃœÊvœÕ˜`Ê̅>ÌʺLiÃ̇ˆ˜‡V>ÃûÊVœ“«>˜ˆiÃÊqÊÊ`iw˜i`Ê>Ãʈ˜Ê̅iÊ
̜«ÊÓä¯ÊœvÊ>}}Ài}>ÌiÊ«iÀvœÀ“iÀÃÊL>Ãi`ʜ˜Ê“iÌÀˆVÃÊÃÕV…Ê>Ãʓ>ÀŽï˜}ÊVœ˜ÌÀˆLṎœ˜Ê̜ÊÃ>iÇ
2014...
vœÀiV>ÃÌi`Ê«ˆ«iˆ˜iÊqÊ>ÀiÊÈǯʓœÀiʏˆŽiÞÊ̜ÊÕÃiÊ>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“°Ê
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃÊ>ÀiÊLi˜iwÌ̈˜}ÊvÀœ“Ê̅iˆÀÊ«Àœ`ÕVÌÊÃÕVViÃÃ]Ê>Ãʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜ÊÃÞÃÌi“ÃÊÀiÛi˜ÕiÊ}ÀiÜÊÈä¯Ê̜Êf£°ÓÊLˆˆœ˜Êˆ˜ÊÓä£{]Ê>VVœÀ`ˆ˜}Ê̜Ê,>>LÊÃÜVˆ>ÌiÃ]Ê
>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÀiÃi>ÀV…Ê>˜`ÊVœ˜ÃՏ̈˜}ÊwÀ“Ê­ÃiiÊ/>LiÊ£®°Ê9i>À‡œÛiÀ‡Þi>ÀÊ}ÀœÜ̅ʈ˜Ê
Óä£ÎÊ>ÃœÊÜ>ÃÊ>˜Êˆ“«ÀiÃÈÛiÊx䯰Ê
Table 1: B2B marketing automation systems revenue (in US$ millions)
Revenue in $ millions
$1,400
$1,200
$1,200
$1,000
$750
$800
$600
$500
$325
$400
$200
$225
$100
$0
2009
2010
2011
2012
2013
2014
Source: Raab Associates 2014 VEST
ÀœÜ̅ʈÃÊLiˆ˜}Ê`ÀˆÛi˜ÊLÞÊ>ÊÜ>ÛiʜvÊ>`œ«Ìˆœ˜Êˆ˜ÊÛiÀ̈V>Ê“>ÀŽiÌÃʜÕÌÈ`iÊ̅iÊVœÀiʅˆ}…‡
ÌiV…ÊL>Ãi°Ê˜`ÕÃÌÀˆiÃʈ˜VÕ`ˆ˜}ÊÌiiVœ““Õ˜ˆV>̈œ˜Ã]ÊVœ˜ÃՓiÀÊ«>VŽ>}i`Ê}œœ`ÃÊ­
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L>ÃiÊvœÀÊÃiÛiÀ>ÊÛi˜`œÀð
9iÌ]ÊÀiÃi>ÀV…ÊŜÜÃÊ̅>Ìʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê«i˜iÌÀ>̈œ˜ÊˆÃʏœÜÊqÊ«œÃÈLÞʈ˜Ê̅iÊ
Ș}iÊ`ˆ}ˆÌÃÊqÊÀi>̈ÛiÊ̜Ê̅iÊÈâiʜvÊ̅iÊ«œÌi˜Ìˆ>Ê“>ÀŽiÌ°Ê-œvÌÜ>ÀiÊ`ۈVi]Ê>Ê`ˆÛˆÃˆœ˜Êœv>À̘iÀ]Ê
vœÕ˜`Ê̅>Ìʜ˜Þʙ¯ÊœvÊ«œÌi˜Ìˆ>ÊÜvÌÜ>ÀiÊLÕÞiÀÃÊVÕÀÀi˜ÌÞÊÕÃiÊ>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÃÞÃÌi“°Ê
ÕÃÌÊίʜvʓˆVÀœ‡LÕȘiÃÃiÃÊ>˜`ʏiÃÃÊ̅>˜Ê£ä¯Êœvʏ>À}iÊwÀ“ÃÊÕÃiʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
ÜvÌÜ>Ài]Ê>VVœÀ`ˆ˜}Ê̜Ê,>>LÊÃÜVˆ>ÌiðÊ
/ܜʎiÞÊv>V̜ÀÃʘi}>̈ÛiÞʈ“«>V̈˜}ʓ>ÀŽiÌÊ«i˜iÌÀ>̈œ˜Ê>ÀiÊ«>ÌvœÀ“Êi>ÃiʜvÊÕÃiÊ>˜`Ê
>vvœÀ`>LˆˆÌްʈ}…ÌއwÛiÊ«iÀVi˜ÌʜvÊÓʓ>ÀŽiÌiÀÃÊÕȘ}ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ
`œ˜½ÌÊLiˆiÛiÊ̅iÞÊ>ÀiÊÕȘ}Ê̅i“Ê̜Ê̅iˆÀÊvՏÊ«œÌi˜Ìˆ>]Ê>VVœÀ`ˆ˜}Ê̜Ê-ˆÀˆÕÃiVˆÃˆœ˜Ã°Ê i>ÀÞÊ
Óä¯Êœvʓ>ÀŽiÌiÀÃÊÃÕÀÛiÞi`ÊLÞÊLiÀ`ii˜ÊÀœÕ«Ê…>`ÊÀiVi˜ÌÞÊÃ܈ÌV…i`ʜÀÊÜiÀiʈ˜Ê̅iÊ
«ÀœViÃÃʜvÊÃ܈ÌV…ˆ˜}Ê̅iˆÀʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê«ÀœÛˆ`iÀÊqʈ˜`ˆV>̈˜}Ê>ʅˆ}…ʏiÛiÊ
œvÊ`ˆÃÃ>̈Ãv>V̈œ˜Ê܈̅ÊÀiÃՏÌðÊÃÊ̅iÃiÊV…>i˜}iÃÊ՘vœ`]ÊÛi˜`œÀÃÊ>ÀiÊÀi뜘`ˆ˜}Ê܈̅ʓœÀiÊ
Ài>ܘ>LÞ‡«ÀˆVi`]ÊÕÃiÀ‡vÀˆi˜`ÞÊ«>ÌvœÀ“ð
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
3Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendors use M&A, venture funding, and rebranding to capture
market opportunities
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃÊ>ÀiÊ>ÃœÊÌ>Žˆ˜}Ê>ʘՓLiÀʜvÊÃÌÀ>Ìi}ˆVÊ>««Àœ>V…iÃ]Ê
˜>“iÞʓiÀ}iÀÃÊ>˜`Ê>VµÕˆÃˆÌˆœ˜Ã]ÊV>«ˆÌ>Êˆ˜vÕȜ˜Ã]Ê>˜`ʓ>ÀŽiÌÊÀi«œÃˆÌˆœ˜ˆ˜}Ê̜Ê
iÛiÀ>}iÊ̅iʜ««œÀÌ՘ˆÌˆiÃÊVÀi>Ìi`ÊLÞÊ̅iÃiÊV…>i˜}ið
Selected Marketing
Automation Vendor
Funding 2014
January: ->iÃvÕȜ˜Ê‡Êfn°Îʈ˜Ê
-iÀˆiÃÊÊÛi˜ÌÕÀiÊÀœÕ˜`°
vÌiÀʈÌÃʓiÀ}iÀÊ܈̅Ê>˜ÌˆVœÀiÊ/iV…˜œœ}Þ]Ê->iÃʘ}ˆ˜iʘÌiÀ˜>̈œ˜>Ê­˜œÜÊ->iÃÊ
˜}ˆ˜iÊi`ˆ>®ÊVœ“Lˆ˜i`ʈÌÃÊ«œÀÌvœˆœÊœvʓ>ÀŽï˜}ÊÃiÀۈViÃÊ܈̅Ê>˜ÌˆVœÀi½Ãʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê̜ÊVÀi>ÌiÊ>ʓ>ÀŽï˜}Ê>ÃÊ>ÊÃiÀۈViÊ­>>-®Ê«Àœ`ÕVÌ°Ê/…iÊ}œ>ÊˆÃÊ̜Ê
œvviÀʓ>ÀŽiÌiÀÃÊ>ʓ>˜>}i`ÊÃiÀۈViÃʜÀʜÕÌÜÕÀVi`Ê>««Àœ>V…Ê̜ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜°
April: V̇"˜Ê‡Êf{Óʈ˜ÊÛi˜ÌÕÀiÊ
v՘`ˆ˜}°
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«ÕÀV…>ÃiʜvÊ-ˆÛiÀ«œ«Ê­ÃiiÊ/>LiÊÓ®°Ê/œÊLœœÃÌʈÌÃÊ>˜>Þ̈VÃÊ>˜`ʈ˜Ìiˆ}i˜ViÊV>«>LˆˆÌˆiÃ]Ê
->iÃvœÀViÊLœÕ}…ÌÊ`>Ì>ʈ˜Ìiˆ}i˜ViÊ̜œÊ,i>Ìi+ÊvœÀÊfΙäʓˆˆœ˜Êˆ˜ÊՏÞÊÓä£{°Ê
->iÃvÕȜ˜Ê>VµÕˆÀi`ʓˆ`‡“>ÀŽiÌÊVœ“«ï̜Àʜœ«ÕÃiÊi>ÀÞʈ˜ÊÓä£{]Ê>˜`ÊÀi«œÃˆÌˆœ˜i`Ê
œœ«ÕÃi½ÃÊÜVˆ>Ê“i`ˆ>ÊV>«>LˆˆÌˆiÃÊ>ÃÊ̅iÊ-œVˆ>ÕȜ˜Ê“œ`Տiʈ˜Ê̅iÊ->iÃvÕȜ˜Ê
«>ÌvœÀ“°Ê->iÃvÕȜ˜ÊÀ>ˆÃi`ʓœÀiÊ̅>˜Êf££Ê“ˆˆœ˜Êˆ˜ÊÛi˜ÌÕÀiÊv՘`ˆ˜}ʏ>ÌiÀʈ˜ÊÓä£{Ê̜Ê
i«Êv՘`Ê̅iʈ˜Ìi}À>̈œ˜°
May:ÊÕ̜«ˆœÌ+ʇÊf£äʈ˜Ê
-iÀˆiÃÊÊv՘`ˆ˜}ÊÀœÕ˜`°
April: ->iÃvÕȜ˜Ê‡Êfΰ{ÊvÀœ“Ê
՘`ˆÃVœÃi`ʈ˜ÛiÃ̜Àð
October:ÊÕL-«œÌÊ*"ÊÀ>ˆÃiÃÊ
f£Óx°Ê>ÀŽiÌÊÛ>Õ>̈œ˜ÊœvÊ
fnnä°
October:ʘvÕȜ˜ÃœvÌÊʇÊfxxÊ
ˆ˜Ê-iÀˆiÃÊÊÀœÕ˜`ʜvÊÛi˜ÌÕÀiÊ
w˜>˜Vˆ˜}°
ÕL-«œÌ½ÃÊ"V̜LiÀÊÓä£{ʈ˜ˆÌˆ>Ê«ÕLˆVʜvviÀˆ˜}Ê­*"®ÊÀ>ˆÃi`Êf£Óxʓˆˆœ˜Ê>˜`ʏi`Ê̜Ê
>ʓ>ÀŽiÌÊÛ>Õ>̈œ˜ÊœvÊfnnäʓˆˆœ˜°Ê-“>Ê>˜`ʓˆ`‡Ãˆâi`ÊLÕȘiÃÃÊ­-®Ê“>ÀŽï˜}Ê
>Õ̜“>̈œ˜ÊÛi˜`œÀÃÊV̇"˜Ê>˜`ʘvÕȜ˜ÃœvÌÊLœÌ…ÊÀ>ˆÃi`ÊÈ}˜ˆwV>˜ÌÊÛi˜ÌÕÀiÊV>«ˆÌ>Êˆ˜Ê
Óä£{Ê̜Êw˜>˜ViÊ«Àœ`ÕVÌÊ`iÛiœ«“i˜ÌÊ>˜`ÊVœ““iÀVˆ>ÊiÝ«>˜Ãˆœ˜°ÊV̇"˜Ê>ÌÌÀ>VÌi`Ê
f{Óʓˆˆœ˜Êˆ˜Ê«ÀˆÊÓä£{]Ê܅ˆiʘvÕȜ˜ÃœvÌÊ}i˜iÀ>Ìi`Êfxxʓˆˆœ˜Êˆ˜Ê>Ê-iÀˆiÃÊÊÀœÕ˜`ʏi`ÊLÞÊ
>ˆ˜Ê
>«ˆÌ>Ê6i˜ÌÕÀiÃʈ˜Ê"V̜LiÀÊ­ÃiiÊÈ`iL>À®°
Source: Third Door Media
Table 2: Selected marketing automation M&A, 2013-2014
Date
`œLi
՘iÊÓä£Î
ÕL-«œÌ
March 2013
ˆ“i
*Ài«7œÀŽ
ÀœÜÃiÀʘœÌˆwV>̈œ˜Ê>««°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
"˜ˆ˜iÊ«iÀܘ>ÊÀiÃi>ÀV…Ê>ÃÃÌ°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
>ÀŽi̜
iVi“LiÀÊÓä£Î
˜Ãˆ}…ÌiÀ>
fÓäÊ>VµÕˆÃˆÌˆœ˜Êœvʈ˜LœÕ˜`ʓ>ÀŽï˜}Ê«>ÌvœÀ“°
"À>Vi
iLÀÕ>ÀÞÊÓä£{
>˜Õ>ÀÞÊÓä£{
iVi“LiÀÊÓä£Î
Õi>ˆ
œÀi˜Ìi
,i뜘ÃÞÃ
"V̜LiÀÊÓä£Î
œ“«i˜`ˆÕ“
/…ˆÀ`‡«>ÀÌÞÊ`>Ì>ʓ>˜>}i“i˜ÌÊ«>ÌvœÀ“°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
œÕ`‡L>Ãi`ÊÃiÀۈViÃÊ«ÀœÛˆ`iÀ°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
f£°xÊ«ÕÀV…>ÃiʜvÊVœÕ`‡L>Ãi`Ê`ˆ}ˆÌ>Ê“>ÀŽï˜}ʓ>˜>}i“i˜ÌÊ«>̇
vœÀ“°
œ˜Ìi˜Ìʓ>ÀŽï˜}Ê«>ÌvœÀ“°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
ՏÞÊÓä£{
՘iÊÓä£Î
fΙäÊ>VµÕˆÃˆÌˆœ˜ÊœvÊ`>Ì>ʓˆ˜ˆ˜}Ê>˜`ÊÃ>iÃÊ>Õ̜“>̈œ˜ÊÌiV…˜œœ}Þ°
fÓ°xÊ>VµÕˆÃˆÌˆœ˜ÊœvÊi“>ˆÊ“>ÀŽï˜}ÊÃiÀۈViÃÊ«ÀœÛˆ`iÀ°
՘iÊÓä£Î
>ÞÊÓä£Î
iLÀÕ>ÀÞÊÓä£Î
,i>Ìi+
Ý>VÌ/>À}iÌÊ
­ˆ˜VÕ`ˆ˜}Ê*>À`œÌ®
`}i-«Àˆ˜}
ˆ«Lœ>À`
˜ÌÀœ«Þ-œvÌ
->iÃvÕȜ˜
>˜Õ>ÀÞÊÓä£{
œœ«vÕÃi
>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
>ÞÊÓä£{
-ˆÛiÀ«œ«
œÕ`‡L>Ãi`ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê>˜`Ê«iÀܘ>ˆâ>̈œ˜°Ê/iÀ“ÃʘœÌÊ
`ˆÃVœÃi`°
->iÃvœÀVi
Acquired
Notes
Vendor
iœ>˜i
fÈääÊ>VµÕˆÃˆÌˆœ˜Êœvʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“°
Ê>˜`Ê>˜>Þ̈VÃÊÌiV…Ê«ÀœÛˆ`iÀ°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
f£ÓÊ«ÕÀV…>ÃiʜvÊÜVˆ>ÊLœœŽ“>ÀŽˆ˜}ÊÃiÀۈVi°
œ˜Ìi˜Ìʓ>ÀŽï˜}Ê>««°Ê/iÀ“ÃʘœÌÊ`ˆÃVœÃi`°
Source: Third Door Media
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
4Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê“>ÀŽiÌÊÌÀi˜`Ã
ʘՓLiÀʜvÊÈ}˜ˆwV>˜ÌÊÌÀi˜`ÃÊ>ÀiÊÅ>«ˆ˜}Ê̅iÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê>˜`ÃV>«i]Ê
ˆ˜VÕ`ˆ˜}\
£°Ê
œ˜Ìˆ˜Õi`ÊiÝ«>˜Ãˆœ˜ÊœvÊ̅iʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊiVœÃÞÃÌi“°
Ó°ÊÓÊ>`œ«ÌÃÊ«Ài`ˆV̈ÛiÊ>˜>Þ̈VÃÊvœÀʏi>`ÊÃVœÀˆ˜}°
ΰÊ-œvÌÜ>ÀiÊ>ÃÊ>Ê-iÀۈViÊ­->>-®ÊiۜÛiÃÊ̜Ê>ÀŽï˜}Ê>ÃÊ>Ê-iÀۈViÊ­>>-®°
Trend #1: Continued expansion of the marketing automation ecosystem
/…iÊëii`ʜvʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊV…>˜}iʅ>Ãʏi`ÊiÛi˜Ê̅iʏ>À}iÃÌÊÛi˜`œÀÃÊ̜ʜ«i˜Ê̅iˆÀÊ
«>ÌvœÀ“Ê>ÀV…ˆÌiVÌÕÀiÊ̜Êv>VˆˆÌ>Ìiʈ˜Ìi}À>̈œ˜Ê܈̅Ê>Ê܈`iÊÀ>˜}iʜvʈ˜`i«i˜`i˜ÌÊÜvÌÜ>ÀiÊ
Ûi˜`œÀÃÊ­-6î°ÊÀœ“Ê"À>ViʏœµÕ>Ê̜Ê->iÃvœÀViÊ̜ÊV̇"˜Ê>˜`ÊÕ̜«ˆœÌ+]ÊۈÀÌÕ>ÞÊiÛiÀÞÊ
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌʜvviÀÃÊiˆÌ…iÀÊLՈÌ‡ˆ˜ÊœÀÊ«Õ}‡>˜`‡«>ÞÊ
>VViÃÃÊ̜Ê>Ê`ˆÛiÀÃiÊÃiÌʜvÊ>««Ã°ÊÃÊ>ÊÀiÃՏÌ]Ê̅iʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊiVœÃÞÃÌi“ʘœÜʈ˜VÕ`iÃÊ
qÊLÕÌʈÃʘœÌʏˆ“ˆÌi`Ê̜ÊqÊ`ˆ}ˆÌ>ÊV>“«>ˆ}˜Ê“>˜>}i“i˜Ì]ÊÜVˆ>Ê“i`ˆ>Ê>˜`Êۈ`iœÊ“>ÀŽï˜}]ÊÜiLÊ
«ÕLˆÃ…ˆ˜}]Ê`>Ì>ʓ>˜>}i“i˜ÌÊ>˜`ʈ˜Ìiˆ}i˜Vi]Ê>˜`Ê>VVœÕ˜Ìˆ˜}Ê>««ˆV>̈œ˜ÃÊ­ÃiiÊ/>LiÊή°
The speed
of marketing
automation change
has led even the
largest vendors to
open their platform
architecture to
facilitate integration
with a wide range
of independent
software vendors
(ISVs).
-œ“iÊÛi˜`œÀÃÊÌ>ŽiÊ>ʺÃՈÌi»Ê>««Àœ>V…ÊLÞʈ˜Ìi}À>̈˜}Ê̅iÊ>««Ãʈ˜ÌœÊ̅iÊ«>ÌvœÀ“ÆÊ̅iÊVÕÃ̜“iÀÊ
Ã̈ÊLÕÞÃÊiÛiÀÞ̅ˆ˜}ÊvÀœ“Êœ˜iÊÛi˜`œÀ°ÊÌÊ̅iʜ̅iÀÊi˜`ʜvÊ̅iÊëiVÌÀՓÊ>ÀiÊÛi˜`œÀÃʜvviÀˆ˜}Ê
œ«i˜Ê*Ã]Ê>œÜˆ˜}Ê-6ÃÊ̜ÊVÀi>ÌiÊVÕÃ̜“ÊÜvÌÜ>ÀiÊ̅>ÌÊ«Õ}Ãʈ˜ÌœÊ̅iÊ«>ÌvœÀ“°Ê/…ˆÃʼ>ʏ>Ê
V>ÀÌi½Ê>««Àœ>V…ʏiÌÃÊ«œÌi˜Ìˆ>ÊVˆi˜ÌÃÊV…œœÃiÊ>««ÃÊ̅>ÌÊ>ÀiʓœÃÌÊÀiiÛ>˜ÌÊ̜Ê̅iˆÀÊLÕȘiÃÃÊ
}œ>Ã]Ê>˜`ʜvÌi˜Ê>««i>ÃÊ̜Ê-Ãʜ˜Ê>Ê̈}…ÌÊLÕ`}ḭʜ̅Ê>««Àœ>V…iÃʏiÛiÀ>}iÊ>˜Êœ«i˜Ê
«>ÌvœÀ“]Ê}ˆÛˆ˜}Ê̅iʓ>ÀŽiÌiÀÊ>ʜ˜i‡VˆVŽ]ÊVœÕ`‡L>Ãi`Ê>VViÃÃÊ̜Ê̅iÊ`iÈÀi`Ê>««Ã°
Table 3: The expanding B2B marketing automation ecosystem
Web
publishing
(Wordpress,
Drupal
Video
marketing,
tracking
(Wistia,
Vidyard)
Social media
(Facebook,
Twitter,
LinkedIn)
Marketing
automation
platform
PPC/SEO
management
(AdWords,
Google
Analytics)
CRM
(Salesforce,
Sugar,
NetSuite)
Data and
intelligence
(Data.com,
GoodData,
ZoomInfo)
Event
registration
(Cvent,
WebEx,
GoToWebinar)
Source: Third Door Media
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
5Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Trend #2: B2B adapts predictive analytics for lead scoring
*Ài`ˆV̈ÛiÊ>˜>Þ̈VÃ]Ê܅ˆV…Ê>ÀiÊ܈`iÞÊÕÃi`ʈ˜ÊÓ
ʓ>ÀŽï˜}Ê̜ÊÀiVœ““i˜`Ê«Àœ`ÕVÌÊ
«ÕÀV…>ÃiÃÊL>Ãi`ʜ˜Ê…ˆÃ̜ÀˆV>Êœ˜ˆ˜iÊLi…>ۈœÀ]Ê>ÀiʘœÜÊLiˆ˜}ÊṎˆâi`ÊLÞÊÓÊ
“>ÀŽiÌiÀÃÊ̜Êi˜…>˜Viʏi>`ÊÃVœÀˆ˜}°Ê/…iÊ}œ>ÊˆÃÊ̜ÊÕÃiʓ>V…ˆ˜iʏi>À˜ˆ˜}Ê̜ʓœÀiÊ
>VVÕÀ>ÌiÞʈ`i˜ÌˆvÞ]ʵÕ>ˆvÞ]Ê>˜`ÊVœÃiʏi>`ðÊ
/À>`ˆÌˆœ˜>Êi>`ÊÃVœÀˆ˜}ʓœ`iÃÊ>ÀiÊL>Ãi`ʜ˜ÊÌܜÊÃiÌÃʜvÊ`>Ì>ÊÛ>ÕiÃ\ÊLi…>ۈœÀÊ­ˆ°i°]Ê
ÈÌiÊ«ÕÀV…>ÃiÃ]ÊLÀœÜȘ}®Ê>˜`Ê`i“œ}À>«…ˆVÃÊqÊ܈̅ÊÃVœÀiÃÊL>Ãi`ʜ˜Ê>˜Ê>ÛiÀ>}iʜvÊ£äÊ
`>Ì>Ê«œˆ˜ÌðÊ*Ài`ˆV̈ÛiÊÃVœÀˆ˜}ÊV>˜Êˆ˜VœÀ«œÀ>ÌiÊÓääʜÀʓœÀiÊ`>Ì>Ê«œˆ˜ÌÃÊLÞÊÜÕÀVˆ˜}Ê
ÜiLÈÌiÃ]ÊÜVˆ>Ê˜iÌܜÀŽÃ]Ê>˜`ʈ˜ÌiÀ˜>ÊÃÞÃÌi“ÃÊÃÕV…Ê>ÃÊ̅iÊ
,Ê>˜`ʓ>ÀŽï˜}Ê
`>Ì>L>ÃiʈÌÃivÊ̜ÊV>VՏ>ÌiÊÃVœÀiðÊ"««œÀÌ՘ˆÌˆiÃÊV>˜ÊÃVœÀiʅˆ}…iÀÊL>Ãi`ʜ˜Êv>V̜ÀÃÊ
ÃÕV…Ê>ÃÊÀiVi˜ÌÊLÕȘiÃÃÊ}ÀœÜ̅ʜÀÊ̅iˆÀÊȓˆ>ÀˆÌÞÊ̜ÊVÕÃ̜“iÀÃÊ̅>Ìʓ>`iÊ>Ê«ÕÀV…>Ãi°Ê
i>ÀÞʅ>vʜvÊ̅iÊvi>ÌÕÀiÃÊÕ«}À>`i`ÊLÞÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃʈ˜ÊÓä£{Ê
Ài>Ìi`Ê̜Ê>˜>Þ̈VÃ]Ê>VVœÀ`ˆ˜}Ê̜Ê,>>LÊÃÜVˆ>ÌiðÊÊ}ÀœÜˆ˜}ʘՓLiÀʜvÊ«Ài`ˆV̈ÛiÊ
>˜>Þ̈VÃÊÜvÌÜ>ÀiÊÛi˜`œÀÃÊ>ÃœÊ…>ÛiÊLiVœ“iÊ«>ÀÌʜvÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
«>ÌvœÀ“ÊiVœÃÞÃÌi“ðÊ/…iÃiÊ-6Ãʈ˜VÕ`iÊ>Ì̈Viʘ}ˆ˜iÃ]ʈ˜Ìˆ}œ]ʏˆ«Ìœ«]ÊÈÃi˜Ãi]Ê
>˜`ʘviÀ]Ê܅ˆV…Ê>ÊÀ>ˆÃi`ÊÈ}˜ˆwV>˜ÌÊÛi˜ÌÕÀiÊV>«ˆÌ>Êˆ˜ÊÓä£ÎÊ>˜`ÊÓä£{Ê̜Êv՘`Ê}ÀœÜ̅Ê
­ÃiiÊÈ`iL>À®°
Venture capital fuels
predictive analytics
growth in 2013-2015
UÊiLÀÕ>ÀÞÊÓä£x\ÊÈÃi˜ÃiʇÊÊ
fÓäʈ˜Ê>Ê-iÀˆiÃÊÊÀœÕ˜`°
UÊDecember 2014:ʘviÀʇÊÊ
fÓxʈ˜Ê-iÀˆiÃÊÊÀœÕ˜`°
U May 2014\ÊÈÃi˜ÃiʇÊf£Óʈ˜Ê
>Ê-iÀˆiÃÊÊÀœÕ˜`°
UÊFebruary 201{\Ê>Ì̈ViÊ
˜}ˆ˜iÃʇÊfxʈ˜ÊÛi˜ÌÕÀiÊ
ÀœÕ˜`°
UÊOctober 2013\ʈ˜Ìˆ}œÊ‡ÊÊ
f£äʈ˜Ê-iÀˆiÃÊ
ÊÀœÕ˜`°
UÊMarch 2013\ʏˆ«Ìœ«Ê‡Ê
fΰÈʈ˜ÊÛi˜ÌÕÀiÊÀœÕ˜`°
Source: Third Door Media
Trend #3: Software as a Service (SaaS) evolves to Marketing as a
Service (MaaS)
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“>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃÊÃiiŽˆ˜}Ê̜ʈ˜VÀi>Ãiʓ>ÀŽiÌÊ«i˜iÌÀ>̈œ˜°ÊÃÊ«ÀiۈœÕÏÞʘœÌi`]Ê
nx¯ÊœvÊÓʓ>ÀŽiÌiÀÃÊÕȘ}ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ`œ˜½ÌÊLiˆiÛiÊ̅iÞÊ>ÀiÊÕȘ}Ê
̅i“Ê̜Ê̅iˆÀÊvՏÊ«œÌi˜Ìˆ>]Ê>VVœÀ`ˆ˜}Ê̜Ê-ˆÀˆÕÃiVˆÃˆœ˜Ã°Ê/…iÊÌiÀ“ʺ“>ÀŽï˜}Ê>ÃÊ>ÊÃiÀۈVi»ÊœÀÊ
>>-ʅ>ÃÊÌ>Ži˜Ê…œ`Ê>ÃÊÛi˜`œÀÃÊVœ“Lˆ˜iÊ̅iˆÀÊÜvÌÜ>ÀiÊ«>ÌvœÀ“ÃÊ܈̅ʓ>ÀŽï˜}ÊÃiÀۈViÃʈ˜Ê
œÀ`iÀÊ̜ʫÀœÛˆ`iÊvՏÊÃiÀۈVi°Ê-œ“iÊÛi˜`œÀÃÊ>ÀiÊ`œˆ˜}Ê̅ˆÃʜ˜Ê̅iˆÀʜܘÆʜ̅iÀÃÊ>ÀiÊÌ>À}ï˜}Ê
>}i˜VˆiÃÊ̅>ÌÊ>Ài>`ÞÊ«ÀœÛˆ`iÊÃiÀۈViÃÊLÕÌÊ`œ˜½Ìʅ>ÛiÊ̅iÊÜvÌÜ>ÀiÊV>«>LˆˆÌˆiÃÆÊ܅ˆiʜ̅iÀÃÊqÊ
«>À̈VՏ>ÀÞÊ̅iʏ>À}iÀÊÃÕ««ˆiÀÃÊqÊ>ÀiÊvœÀ“ˆ˜}Ê«>À̘iÀň«ÃÊ܈̅ʜÕÌÈ`iÊ>}i˜Vˆið
ÌÊ̅iÊi˜ÌiÀ«ÀˆÃiʏiÛi]Ê->iÃvœÀViÊ>˜`Ê`œLiÊi>V…Ê«>À̘iÀi`Ê܈̅ÊÌܜʜvÊ̅iʏ>À}iÃÌÊ
ˆ˜ÌiÀ˜>̈œ˜>Ê>}i˜VÞʅœ`ˆ˜}ÊVœ“«>˜ˆiÃʈ˜Ê-i«Ìi“LiÀÊÓä£{°Ê->iÃvœÀViÊ>˜`Ê"“˜ˆVœ“Ê>}Àii`Ê
̜ÊVÀi>ÌiÊ>ʺ
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>ÀŽï˜}Ê
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«ÀœÛˆ`iÃÊ«>ÌvœÀ“ÊÃÕ««œÀÌ]ÊÌÀ>ˆ˜ˆ˜}]Ê>˜`ÊiÝ«œÃÕÀiÊ̜Ê>}i˜VˆiðÊ-…>À«-«Àˆ˜}Ê«ÀœÛˆ`iÃÊ>}i˜VˆiÃÊ
܈̅Ê>Ê܅ˆÌi‡>Lii`Ê«>ÌvœÀ“]Ê`ˆÃVœÕ˜Ìi`Ê«ÀˆVˆ˜}]Ê>˜`Êvi>ÌÕÀiÃÊÃÕV…Ê>ÃÊȘ}iÊÈ}˜‡œ˜Ê̜Ê
v>VˆˆÌ>ÌiÊ>VViÃÃÊ̜ʓՏ̈«iÊ>VVœÕ˜Ìð
˜Ê̅iÊ-ʓ>ÀŽiÌ]Ê«>ÌvœÀ“ÃÊÃÕV…Ê>ÃÊV̇"˜Ê>˜`ÊÕ̜«ˆœÌ+ʅ>Ûiʓ>`iÊ>`ÕÃ̓i˜ÌÃÊ̜Ê
̅iˆÀÊi݈Ã̈˜}Ê«Àœ`ÕVÌÃÊ̜ʈ“«ÀœÛiʓ>ÀŽiÌiÀÊi>ÃiʜvÊÕÃi°ÊV̇"˜½ÃÊV…>˜}iÃʈ˜VÕ`iÊ`À>}‡>˜`‡
`Àœ«ÊVœ˜Ìi˜ÌÊVÀi>̈œ˜Ê>˜`ʓ>˜>}i“i˜Ì]Ê>Ê1ÊvœÀÊVÕÃ̜“ˆâˆ˜}Ê`>ÅLœ>À`Ã]Ê>˜`Ê>˜Êˆ˜`i«i˜`i˜ÌÊ
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,ÊÃÞÃÌi“ÃÊÃÕV…Ê>ÃÊ->iÃvœÀViÊ
>˜`Ê-Õ}>À
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̅ÀiiÊvi>ÌÕÀiÃ\ʓՏ̈V…>˜˜iÊi>`ʘÕÀÌÕÀˆ˜}]Ê>Ê`À>}‡>˜`‡`Àœ«ÊºV>˜Û>ûÊ̜ÊVÀi>Ìiʓ>ÀŽï˜}Ê
V>“«>ˆ}˜Ã]Ê>˜`Ê«Ài‡LՈÌÊ-6ʈ˜Ìi}À>̈œ˜ÃÊvœÀÊ
,]ʓœLˆi]Ê>˜`Ê«Àˆ˜ÌÊV>“«>ˆ}˜ÊiÝiVṎœ˜°Ê
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
6Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
«>ÌvœÀ“ÊV>«>LˆˆÌˆiÃÊ
Óʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊˆÃÊÀœœÌi`ʈ˜Êi“>ˆÊ“>ÀŽï˜}]Ê>Õ̜“>Ìi`ÊÌ>ÎÃʈ˜VÕ`iÊV>“«>ˆ}˜Ê
`iÛiœ«“i˜ÌÊ>˜`ÊiÝiVṎœ˜Æʏ>˜`ˆ˜}Ê«>}iÊVÀi>̈œ˜ÆÊV>«ÌÕÀˆ˜}]ÊÃVœÀˆ˜}]Ê>˜`ʘÕÀÌÕÀˆ˜}ʏi>`ÃÆÊ
ÌÀ>VŽˆ˜}ÊÜiLÈÌiÊۈÈ̜ÀÃÆÊ>˜`Ê>˜>Þ∘}Ê>˜`ÊÀi«œÀ̈˜}ÊÀiÃՏÌðÊ/œ`>Þ]Ê̅iʓ>ÀŽiÌʈÃÊiۜÛˆ˜}Ê
̜Ü>À`ʈ˜Ìi}À>Ìi`ʓ>ÀŽï˜}Êv՘V̈œ˜>ˆÌÞÊ̅>ÌÊ«ÀœÛˆ`iÃʓՏ̈V…>˜˜iÊV>“«>ˆ}˜Ê`iÛiœ«“i˜ÌÊ
>˜`ÊiÝiVṎœ˜]ʓՏ̈‡ÃœÕÀViÊ`>Ì>ÊVœiV̈œ˜Ê>˜`ÊÃ̜À>}i]Ê
,Ê>˜`Ê-6ʈ˜Ìi}À>̈œ˜]Ê>˜`Ê,"Ê
>˜>ÞÈÃÊ>˜`ÊÀi«œÀ̈˜}°Ê1Ìˆ“>ÌiÞ]Ê̅iÊ}œ>ÊˆÃÊ̜ʫÀœÛˆ`iÊVÕÃ̜“iÀÃÊ܈̅Ê̅iÊ>LˆˆÌÞÊ̜ÊLՈ`]Ê
ÌÀ>VŽ]Ê>˜`ʓ>˜>}iÊ`ˆ}ˆÌ>ÊV>“«>ˆ}˜Ã]Ê>˜`ʓœ˜ˆÌœÀÊ̅iÊyœÜʜvʏi>`ÃÊ>ÃÊ̅iÞʓœÛiÊvÀœ“Ê
“>ÀŽï˜}Ê̜ÊÃ>ið
Virtually all
marketing
automation
platforms provide
the ability to create,
send, and measure
personalized email
campaigns.
6ˆÀÌÕ>ÞÊiÛiÀÞÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌÊ«ÀœÛˆ`iÃÊ̅iÊ
vœœÜˆ˜}ÊVœÀiÊV>«>LˆˆÌˆiÃ\Ê
UÊ i“>ˆÊ“>ÀŽï˜}Ê>˜`ʏ>˜`ˆ˜}Ê«>}iÊ`iÛiœ«“i˜ÌÆ
UÊ ÜiLÈÌiÊۈÈ̜ÀÊÌÀ>VŽˆ˜}Æ
UÊ i>`ÊV>«ÌÕÀi]ÊÃVœÀˆ˜}]Ê>˜`ʘÕÀÌÕÀˆ˜}Æ
UÊ Vi˜ÌÀ>ˆâi`ʓ>ÀŽï˜}Ê`>Ì>L>ÃiÆÊ
UÊ ˜>̈ÛiÊ
,ʈ˜Ìi}À>̈œ˜ÆÊ>˜`Ê
UÊ `>Ì>Ê>˜>ÞÈÃÊ>˜`ÊÀi«œÀ̈˜}°
Àœ“Ê̅iÀi]ÊÛi˜`œÀÃÊ`ˆvviÀi˜Ìˆ>ÌiÊLÞÊ«ÀœÛˆ`ˆ˜}Ê>``ˆÌˆœ˜>Ê̜œÃÊqÊ̅>Ìʓ>ÞÊLiÊ>``‡œ˜ÃʜÀÊ
ˆ˜VÕ`i`ʈ˜Ê̅iÊL>ÃiÊ«ÀˆViÊqÊ̅>ÌʜvviÀÊ̅iÊvœœÜˆ˜}Ê>`Û>˜Vi`Êvi>ÌÕÀiÃ\Ê
UÊ `ޘ>“ˆVÊÜiLÈÌiÊVœ˜Ìi˜ÌÊ}i˜iÀ>̈œ˜Æ
UÊ “Տ̈V…>˜˜iÊV>“«>ˆ}˜Ê“>˜>}i“i˜ÌÆ
UÊ “œLˆiʜ«Ìˆ“ˆâ>̈œ˜Ê­ˆ°i°ÊÀi뜘ÈÛiÊ`iÈ}˜®ÆÊ
UÊ ,"Ê>˜`ÊÀiÛi˜ÕiÊÀi«œÀ̈˜}ÆÊ>˜`
UÊ LՈÌ‡ˆ˜Ê-6Ê>««Êˆ˜Ìi}À>̈œ˜°
/…iÊvœœÜˆ˜}ÊÃiV̈œ˜Ê`ˆÃVÕÃÃiÃÊÃiÛiÀ>ÊœvÊ̅iÃiʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊV>«>LˆˆÌˆiÃʈ˜Ê“œÀiÊ
`i«Ì…Ê­ÃiiÊ/>LiÊ{®°
Email marketing campaigns
/…iÊÛ>ÃÌʓ>œÀˆÌÞʜvÊÓʓ>ÀŽï˜}ÊV>“«>ˆ}˜ÃÊ>ÀiÊi“>ˆÊ`ÀˆÛi˜]Ê܅i̅iÀÊ̜Ê>Ê«ÀœÃ«iV̽ÃÊ
“œLˆiÊ`iۈVi]ÊÌ>LiÌ]ʜÀÊ`iÎ̜«]ʓ>Žˆ˜}Êi“>ˆÊ>Ê«Àˆ“>ÀÞÊvi>ÌÕÀiʜvʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
«>ÌvœÀ“ð
6ˆÀÌÕ>ÞÊ>Ê“>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ«ÀœÛˆ`iÊ̅iÊ>LˆˆÌÞÊ̜ÊVÀi>Ìi]ÊÃi˜`]Ê>˜`ʓi>ÃÕÀiÊ
«iÀܘ>ˆâi`Êi“>ˆÊV>“«>ˆ}˜Ã°ÊÊ7…iÀiÊ̅iÞÊ`ˆvviÀʈÃʈ˜Ê…œÜÊVœ˜Ìi˜ÌʈÃÊVÀi>Ìi`Ê>˜`Ê«iÀܘ>ˆâi`Ê
­ˆ°i°]Ê܈â>À`‡L>Ãi`ÊVœ˜Ìi˜ÌÊ`iÈ}˜ÊÛðÊÌi“«>ÌiÃ]ʜÀÊÃÌ>̈VÊÛðÊ`ޘ>“ˆV>ÞÊ}i˜iÀ>Ìi`ÊVœ˜Ìi˜Ì®]Ê
“iÃÃ>}iÊÌÀˆ}}iÀÃÊ>˜`ÊÃV…i`Տˆ˜}ÊV>«>LˆˆÌˆiÃ]Ê>˜`Ê̅iÊ>Û>ˆ>LˆˆÌÞʜvÊÉÊÌiÃ̈˜}°ÊiÃÃ>}iÊ
`iˆÛiÀ>LˆˆÌÞʈÃÊ>˜Êˆ“«œÀÌ>˜ÌÊv>V̜ÀÊ̜ÊVœ˜Ãˆ`iÀ°Ê
-œ“iÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃʜvviÀÊ`i`ˆV>Ìi`Ê*Ê>``ÀiÃÃiÃÊ̜ʈ“«ÀœÛiÊ
`iˆÛiÀ>LˆˆÌÞ]Ê>˜`ɜÀʓœ˜ˆÌœÀÊ`iˆÛiÀ>LˆˆÌÞÊLÞʈ˜VÕ`ˆ˜}Ê,iÌÕÀ˜*>̅ʜÀʜ̅iÀÊi“>ˆÊ`iˆÛiÀ>LˆˆÌÞÊ
ÃiÀۈViðʓ>ˆÊ«Àiۈi܈˜}ʈÃÊ>˜Ê>`Û>˜Vi`Êv՘V̈œ˜]ÊLÕÌʓ>ÞÊLiÊVÀˆÌˆV>Ê̜ʓ>ÀŽiÌiÀÃÊ̅>ÌÊÜ>˜ÌÊ
̜ÊÀi>V…Ê̅iˆÀÊ>Õ`ˆi˜ViÊ̅ÀœÕ}…Ê“œLˆiÊ`iۈViÃÊ>˜`ÊÃiiÊ܅>ÌÊ̅iˆÀʓiÃÃ>}iÊ܈ÊœœŽÊˆŽiʜ˜Ê
Ó>iÀÊÃVÀii˜Ã°Ê
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
7Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Table 4: Selected marketing automation vendor capabilities
Email marketing
Vendor
Dynamic content
Native
CRM
integration1
Social media
PPC/SEO
tracking
Mobile
optimization
Scheduled/
Drip
Triggered
Email
Landing
pages
Website
personalization
AutopilotHQ
4
4
4
8
8
-
8
8
8
4
Adobe Campaign2
8
4
4
4
4
MD,
"
,]Ê
-]Ê-*
4
4
4
Act-On
4
4
4
4
8
MD,
-]Ê-]Ê
-1]Ê
4
4
eTrigue
4
4
4
4
8
MD,
-]Ê-1Ê
4
HubSpot
4
4
4
4
4
-
Infusionsoft3
4
4
4
8
8
Marketo
4
4
4
4
Oracle Eloqua
4
4
4
Sales Engine Media
4
4
Salesforce (Pardot)
4
Salesfusion
ISV ecosystem
API
App
marketplace
8
4
4
8
4
4
8
8
4
4
4
4
4
8
4
8
4
8
4
4
4
4
4
4
4
œÌÊ
>Û>ˆ>Li
4
4
4
8
8
4
4
4
MD,
-*]Ê-
4
4
4
8
4
4
4
4
4
MD,
"
,]Ê
-*]Ê-Ê
4
4
8
8
4
4
4
4
4
8
]Ê-
8
8
8
4
4
4
8
4
4
4
4
MD,
-]Ê-]Ê
-1
4
4
4
4
4
4
4
4
4
4
8
8
MD,
-]Ê ]Ê
-]Ê-1
4
4
4
4
4
4
8
Silverpop (IBM)
4
4
4
4
4
MD,
-]Ê-
4
4
4
8
4
4
4
StrongView
4
4
4
4
4
-*]Ê
-]Ê/]Ê
1
4
4
4
8
4
4
8
Teradata
4
4
4
4
4
-
4
4
4
4
4
4
8
Analytics Triggers Profiling
,ÊÃÞÃÌi“Ê>LLÀiۈ>̈œ˜Ã\Ê Ê­˜vœÀÊ
,ÊqÊvœÀ“iÀÞÊ->iϜ}ˆÝ®]ÊÊ­ˆVÀœÃœvÌÊޘ>“ˆVî]Ê -Ê­ iÌ-ՈÌi®]Ê"
,Ê­"À>ViÊ
,®]Ê-Ê­-ˆiLi®]ÊÊ-Ê
­->iÃvœÀVi®]Ê-Ê­->}iÊ
,®]Ê-Ê­->iÃvœÀVi®]Ê-1Ê­-Õ}>À
,®]Ê/Ê­/iÀ>`>Ì>®]Ê1 Ê­1˜ˆV>®°
2
`œLiÊÜVˆ>Ê“i`ˆ>ÊV>«>LˆˆÌˆiÃÊ>ÀiÊ>Û>ˆ>LiÊ̅ÀœÕ}…Ê`œLiÊ-œVˆ>]Ê>ÊÃi«>À>ÌiÞÊ«ÀˆVi`Ê«Àœ`ÕVÌ°
3
˜vÕȜ˜ÃœvÌÊÜVˆ>Ê“i`ˆ>ÊV>«>LˆˆÌˆiÃÊ>Û>ˆ>LiÊ̅ÀœÕ}…ÊÀœ-œVˆ>]Ê>˜Ê>``‡œ˜Ê«Àœ`ÕVÌ°
1
-œÕÀVi\Ê/…ˆÀ`ʜœÀÊi`ˆ>
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
8Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Creating an engaging
experience for
œ˜Ìi˜ÌÊ`iÛiœ«“i˜Ìʅ>ÃÊLiVœ“iÊ>ʓœÀiÊVÀˆÌˆV>ÊÌ>Î]Ê>ÃÊÓʓ>ÀŽiÌiÀÃÊÃÌÀÕ}}iÊ̜ÊLÀi>ŽÊ
̅ÀœÕ}…Ê̅iÊ`ˆ}ˆÌ>ÊVÕÌÌiÀÊVÀœÜ`ˆ˜}ÊVÕÃ̜“iÀʈ˜LœÝiÃ]ÊÜiLÈÌiÃ]Ê>˜`ÊÜVˆ>Ê˜iÌܜÀŽÃ°Ê
mobile prospects has
>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃʅ>ÛiÊiÝ«>˜`i`Ê̅iˆÀÊVœ˜Ìi˜ÌÊV>«>LˆˆÌˆiÃ]ʈ˜VÕ`ˆ˜}Ê
become a must-have
ˆ˜VœÀ«œÀ>̈˜}ÊÀi뜘ÈÛiÊ`iÈ}˜Ê̜ʫÀœÛˆ`iʓœLˆiÊÕÃiÀÃÊ܈̅Ê>ÊLiÌÌiÀÊÃVÀii˜ÊiÝ«iÀˆi˜ViÊ>˜`Ê
capability for every
œvviÀˆ˜}ʓœÀiÊ`ޘ>“ˆVÊVœ˜Ìi˜ÌÊ}i˜iÀ>̈œ˜ÊL>Ãi`ʜ˜ÊVÕÃ̜“iÀÊLi…>ۈœÀ°Ê7iLÈÌiÃÊ>˜`ʏ>˜`ˆ˜}Ê
digital marketer.
«>}iÃÊV>˜ÊLiÊ>Õ̜“>̈V>ÞÊ«iÀܘ>ˆâi`ÊL>Ãi`ʜ˜ÊVÕÃ̜“iÀÊLÀœÜȘ}Ê>˜`ÊLÕވ˜}ʅˆÃ̜ÀÞ°Ê
Website, landing page, and web form development
>˜`ˆ˜}Ê«>}iÊ>˜`ÊÜiLÊvœÀ“ÊÌi“«>ÌiÃÊV>˜ÊLiÊVÕÃ̜“ˆâi`Ê܈̅ÊLÀ>˜`ʏœ}œÃ]ʈ“>}iÃ]Ê>˜`Ê
“>ÀŽï˜}ÊVœ˜Ìi˜Ì°Ê*Àœ}ÀiÃÈÛiÊ«Àœwˆ˜}ʈÃÊ>˜Ê>`Û>˜Vi`Êv՘V̈œ˜Ê̅>ÌÊ«Ài‡«œ«Õ>ÌiÃÊvœÀ“ÃÊ܈̅Ê
Ž˜œÜ˜Ê`>Ì>Ê>˜`ÊÕÃiÃÊ>Ê`Àˆ«Ê>««Àœ>V…Ê̜ÊV>«ÌÕÀiÊ>``ˆÌˆœ˜>Ê«ÀœÃ«iVÌʈ˜vœÀ“>̈œ˜Êi>V…Ê̈“iÊ
̅iÞʈ˜ÌiÀ>VÌÊ܈̅Ê>ÊV>“«>ˆ}˜°Ê
Mobile optimization
Ài>̈˜}Ê>˜Êi˜}>}ˆ˜}ÊiÝ«iÀˆi˜ViÊvœÀʓœLˆiÊ«ÀœÃ«iVÌÃʅ>ÃÊLiVœ“iÊ>ʓÕÃ̇…>ÛiÊV>«>LˆˆÌÞÊvœÀÊ
iÛiÀÞÊ`ˆ}ˆÌ>Ê“>ÀŽiÌiÀ°Ê“>ˆÃ]ʏ>˜`ˆ˜}Ê«>}iÃ]Ê>˜`ÊÜiLÊvœÀ“ÃÊ>Ê˜ii`Ê̜ÊLiÊVÀi>Ìi`ÊvœÀÊLœÌ…Ê
`iÎ̜«Ê>˜`ʓœLˆiÊ«ÀœÃ«iVÌðÊÃÊ>ÊÀiÃՏÌ]ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ>ÀiÊLi}ˆ˜˜ˆ˜}Ê
̜ʈ˜VÕ`iÊÀi뜘ÈÛiÊÌi“«>ÌiÃÊvœÀÊi“>ˆ]ʏ>˜`ˆ˜}Ê«>}iÃ]Ê>˜`ÊÜiLÊvœÀ“ðÊ
œ`ˆ˜}ʈÃÊLՈÌʈ˜ÌœÊ
̅iÊÃÞÃÌi“]Êv>VˆˆÌ>̈˜}ÊÕÃiÊLÞʓ>ÀŽï˜}Êi˜`ÊÕÃiÀðÊ-iÛiÀ>ÊÛi˜`œÀÃÊ>ÃœÊi˜>LiÊ«>ÌvœÀ“Ê
>VViÃÃÊvœÀʓœLˆiÊÕÃiÀÃ]Ê«ÀœÛˆ`ˆ˜}Ê>Õ̜“>Ìi`Ê>iÀÌÃÊ>˜`ÊÀi“œÌiÊ`>Ì>ÊVœiV̈œ˜Êۈ>ÊÌ>LiÌÃÊvœÀÊ
wi`‡L>Ãi`ʈ˜ÌiÀ>V̈œ˜Ã°Ê
Lead management
i>`ʓ>˜>}i“i˜ÌÊVœ“«ÀˆÃiÃÊ̅ÀiiÊv՘V̈œ˜Ã\ʏi>`ÊV>«ÌÕÀi]ʏi>`ÊÃVœÀˆ˜}]Ê>˜`ʏi>`ʘÕÀÌÕÀˆ˜}°Ê
UÊ Lead capture.Êi>`ÃÊ>ÀiÊV>«ÌÕÀi`ÊvÀœ“Ê>ÊÛ>ÀˆiÌÞʜvÊÜÕÀViÃÊ̅>ÌÊvii`Ê̅iʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜Ê`>Ì>L>Ãi]ʈ˜VÕ`ˆ˜}Ê­LÕÌʘœÌʏˆ“ˆÌi`Ê̜®\ÊÜiLÈÌiÊۈÈ̜ÀÃ]ÊÜVˆ>Ê“i`ˆ>]Ê«>ˆ`Ê
`ˆ}ˆÌ>ÊV>“«>ˆ}˜Ã]Êi“>ˆÊ“>ÀŽï˜}ÊÀi뜘`i˜ÌÃ]ÊÌÀ>`iÊŜÜÊ>ÌÌi˜`iiÃ]Ê>˜`Ê«ÕÀV…>Ãi`Ê
̅ˆÀ`‡«>ÀÌÞʏˆÃÌðÊ*>ÌvœÀ“ÃÊ܈ÊÛ>ÀÞÊL>Ãi`ʜ˜Ê̅iÊi>ÃiÊ܈̅Ê܅ˆV…Ê>``ˆÌˆœ˜>Êi>`ÊÜÕÀViÃÊ
V>˜ÊLiÊV>«ÌÕÀi`]ÊÃÕV…Ê>ÃÊ̅ÀœÕ}…Ê>˜Êœ«i˜Ê*]ʜÀÊ܅i̅iÀÊ̅iÊ«>ÌvœÀ“ÊœvviÀÃʏ>˜`ˆ˜}Ê«>}iÊ
œ«Ìˆ“ˆâ>̈œ˜°
UÊ Lead scoring.Êi>`ÊÃVœÀˆ˜}Ê>ÃÈ}˜ÃÊ>ÊÛ>ÕiÊ̜Êi>V…ʏi>`ÊL>Ãi`ʜ˜Ê>Ê«Ài`iÌiÀ“ˆ˜i`ÊÃiÌÊ
œvÊÀՏiÃʜÀÊVÀˆÌiÀˆ>°ÊÊ/À>`ˆÌˆœ˜>Êi>`ÊÃVœÀˆ˜}ʓœ`iÃÊ>ÀiÊL>Ãi`ʜ˜ÊÌܜÊÃiÌÃʜvÊ`>Ì>ÊÛ>ÕiÃ\Ê
Li…>ۈœÀÊ­ˆ°i°]ÊÈÌiÊ«ÕÀV…>ÃiÃ]ÊLÀœÜȘ}]ÊÜVˆ>Ê«œÃÌîÊ>˜`Ê`i“œ}À>«…ˆVÃÊqÊ܈̅ÊÃVœÀiÃÊ
L>Ãi`ʜ˜Ê>˜Ê>ÛiÀ>}iʜvÊ£äÊ`>Ì>Ê«œˆ˜ÌðÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ>ÀiÊLi}ˆ˜˜ˆ˜}Ê
̜ʜvviÀÊ«Ài`ˆV̈ÛiÊÃVœÀˆ˜}]Ê܅ˆV…ÊV>˜Êˆ˜VœÀ«œÀ>ÌiÊÓääʜÀʓœÀiÊ`>Ì>Ê«œˆ˜ÌÃÊLÞÊÜÕÀVˆ˜}Ê
ÜiLÈÌiÃ]ÊÜVˆ>Ê˜iÌܜÀŽÃ]Ê>˜`ʈ˜ÌiÀ˜>ÊÃÞÃÌi“ÃÊÃÕV…Ê>ÃÊ̅iÊ
,Ê>˜`ʓ>ÀŽï˜}Ê`>Ì>L>ÃiÊ
ˆÌÃivÊ̜ÊV>VՏ>ÌiÊÃVœÀiðʭ-iiÊ/Ài˜`ʛӰ®
UÊ Lead nurturing.Êi>`ʘÕÀÌÕÀˆ˜}ʈÃÊ̅iÊ«ÀœViÃÃʜvʎii«ˆ˜}Ê«ÀœÃ«iVÌÃÊi˜}>}i`Ê܈̅Ê̅iÊ
LÀ>˜`Ê̅ÀœÕ}…Ê«iÀˆœ`ˆV]Ê«iÀܘ>ˆâi`ÊVœ““Õ˜ˆV>̈œ˜ÃʜÀÊV>“«>ˆ}˜ÃÊ՘̈Ê̅iÞÊ>ÀiÊÀi>`ÞÊ
̜ʓ>ŽiÊ>Ê«ÕÀV…>Ãi°Ê>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ãʓ>ÞʜvviÀÊ>ʘՓLiÀʜvÊ«Ài‡LՈÌÊ
˜ÕÀÌÕÀˆ˜}ÊÃÌi«ÃʜÀÊ>V̈œ˜Ã]Ê>ÃÊÜiÊ>ÃÊ>œÜÊÕÃiÀÃÊ̜ÊVÕÃ̜“ˆâiÊ̅iˆÀÊVœ˜Ìi˜ÌÊ>˜`Ê«ÀœViÃðÊ
/…iÃiÊivvœÀÌÃÊ>Àiʓi>˜ÌÊ̜ÊLՈ`Ê>ÊÀi>̈œ˜Ã…ˆ«ÊLiÌÜii˜Ê̅iÊLÀ>˜`Ê>˜`ʈÌÃÊ«ÀœÃ«iVÌÃ]Ê>˜`Ê
`ÀˆÛiʈ˜ÌiÀ>V̈œ˜Ê܈̅ÊÃ>iÃÊ܅i˜Ê>˜`ʈvÊ̅iÊ«ÀœÃ«iVÌʈÃÊÀi>`Þ°
ROI and revenue reporting
ÛiÀÞʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÊVœ“iÃÊ܈̅Ê>ÊÃiÌʜvÊÃÌ>˜`>À`ÊÀi«œÀÌÃʜÀÊ`>ÅLœ>À`ÃÊ
̅>ÌÊÌÀ>VŽÊµÕ>˜Ìˆw>LiÊ`>Ì>ÊÃÕV…Ê>ÃÊÜiLÈÌiÊۈÈ̜ÀÊ>V̈ۈÌÞ]Ê«>}iÃÊۈiÜi`]Ê̈“iÊëi˜Ìʜ˜ÊÈÌi]Ê
i“>ˆÃʜ«i˜i`]ÊVœ˜Ìi˜ÌÊ`œÜ˜œ>`i`]Ê>˜`ÊV>“«>ˆ}˜ÊÀi뜘ÃiðÊ/…iÃiÊÀi«œÀÌÃÊ«ÀœÛˆ`iÊÛ>Àވ˜}Ê
`i}ÀiiÃʜvÊVÕÃ̜“ˆâ>̈œ˜Ê>˜`ʓ>ÞʜÀʓ>ÞʘœÌÊLiÊ>VViÃÈLiʈ˜ÊÀi>Ê̈“i°Ê*>ÌvœÀ“ÃÊ`ˆvviÀi˜Ìˆ>ÌiÊ
ˆ˜ÊÌiÀ“ÃʜvÊ̅iˆÀʓՏ̈V…>˜˜iÊÀi«œÀ̈˜}ÊV>«>LˆˆÌˆiÃÊ­ˆ°i°]ÊÜVˆ>Ê“i`ˆ>Ê>˜`ɜÀÊ**
®]Ê>˜`Ê̅iÊ
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
9Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
>Û>ˆ>LˆˆÌÞʜvÊÀiÛi˜ÕiÊ>˜`Ê,"Ê>˜>ÞÈÃÊ>˜`ÊÀi«œÀ̈˜}°ÊœÀiÊ>`Û>˜Vi`Ê>˜>Þ̈VÃʈ˜VÕ`iÊ
ÀiÛi˜ÕiÊ>ÌÌÀˆLṎœ˜]Ê«Ài`ˆV̈Ûiʓœ`iˆ˜}]Êv՘˜iÃ]Ê>˜`ÊÃ>iÃʜÀʓ>ÀŽï˜}ʏˆviVÞViðÊ
Multichannel campaign management
Óʓ>ÀŽiÌiÀÃÊ>ÀiÊÕȘ}Ê>Ê܈`iÀÊÛ>ÀˆiÌÞʜvÊ`ˆ}ˆÌ>Ê“>ÀŽï˜}ÊV…>˜˜iÃÊ̜ÊÀi>V…Ê«ÀœÃ«iVÌÃÊ
>˜`ÊVÕÃ̜“iÀÃÊ܈̅ÊÀiiÛ>˜ÌʓiÃÃ>}iÃʜ˜Ê̅iˆÀÊ«ÀiviÀÀi`Ê`iۈViðÊ*>ˆ`Ê>˜`ʜÀ}>˜ˆVÊÃi>ÀV…Ê
V>“«>ˆ}˜ÊÌÀ>VŽˆ˜}ʈÃÊLiVœ“ˆ˜}Ê>˜Êˆ˜VÀi>Ș}Þʈ“«œÀÌ>˜ÌÊvi>ÌÕÀiÊvœÀʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
«>ÌvœÀ“ÊÕÃiÀðÊ>˜ÞʜvÊ̅iÊÛi˜`œÀÃÊ«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌʜvviÀÊ«>ˆ`Ê>˜`ʜÀ}>˜ˆVÊÃi>ÀV…Ê
V>“«>ˆ}˜Ê“>˜>}i“i˜ÌÊ>˜`ɜÀÊÌÀ>VŽˆ˜}]Ê>˜`ʈ˜Ìi}À>ÌiÊÃi>ÀV…ÊÜÕÀViÊ`>Ì>]ÊÃÕV…Ê>ÃÊÀiviÀÀ>Ê
ÈÌiʜÀʎiÞܜÀ`]ʈ˜ÌœÊ«ÀœÃ«iVÌÊ«ÀœwiðÊ-iÛiÀ>Ê«>ÌvœÀ“ÃʜvviÀʓœÀiÊ>`Û>˜Vi`Êv՘V̈œ˜>ˆÌÞ]Ê
ˆ˜VÕ`ˆ˜}ÊÌÀ>VŽˆ˜}ÊۈÈ̜ÀÃÊ̜ʈ˜`ˆÛˆ`Õ>Ê**
ÊV>“«>ˆ}˜ÃÊ­ˆ°i°]ÊL>˜˜iÀÊVˆVŽÌ…ÀœÕ}…îʜÀʜœ}iÊ
`7œÀ`Ê}ÀœÕ«Ã°Ê
B2B marketers
are using a wider
variety of digital
marketing channels
to reach prospects
and customers with
relevant messages
on their preferred
devices.
6i˜`œÀÃÊÛ>ÀÞÊ܈`iÞʈ˜Ê̅iˆÀÊ>««Àœ>V…Ê̜ÊÜVˆ>Ê“i`ˆ>ÊV>“«>ˆ}˜Êˆ˜Ìi}À>̈œ˜°ÊœÃÌÊ«>ÌvœÀ“ÃÊ
«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌÊ«ÀœÛˆ`iÊܓiʏiÛiÊœvÊÜVˆ>Ê“i`ˆ>Ê«ÕLˆÃ…ˆ˜}]ÊÅ>Àˆ˜}]Ê>˜`ÊÌÀ>VŽˆ˜}Ê
vœÀʓ>œÀʘiÌܜÀŽÃÊÃÕV…Ê>ÃÊ>ViLœœŽ]Ê/܈ÌÌiÀ]Ê>˜`ʈ˜Ži`˜]Ê܅ˆV…ÊV>˜ÊLiʓ>˜>}i`Ê̅ÀœÕ}…Ê
̅iÊ«>ÌvœÀ“°Ê-iÛiÀ>ÊÛi˜`œÀÃʜvviÀÊVœ˜ÃՏ̈˜}ÊÃiÀۈViÃÊvœÀÊÜVˆ>Ê“i`ˆ>]Ê܅ˆiʓ>˜ÞÊ>ÀiÊ
«ÀœÛˆ`ˆ˜}Ê*ÃʜÀÊ«Õ}‡ˆ˜Ê>VViÃÃÊ̜Ê>««ÃÊ̅>Ìʈ˜Ìi}À>ÌiÊÜVˆ>Ê“i`ˆ>ʓ>˜>}i“i˜ÌÊ܈̅Ê̅iÊ
«>ÌvœÀ“°ÊœÀiÊ>`Û>˜Vi`ÊÜVˆ>Ê“i`ˆ>ÊV>«>LˆˆÌˆiÃÊvœVÕÃʜ˜Ê`ˆÀiVÌʈ˜Ìi}À>̈œ˜ÊœvÊV>“«>ˆ}˜Ê
“>˜>}i“i˜Ì]ʈ˜VÕ`ˆ˜}ÊLՈ`ˆ˜}ÊvœÀ“ÃÊ>˜`Ê«iÀܘ>ˆâi`Ê>`ÃÊ܈̅ˆ˜ÊÜVˆ>Ê˜iÌܜÀŽÃ]Ê>˜`ÊÕȘ}Ê
ÜVˆ>Ê“i`ˆ>ÊÈ}˜Êœ˜Ê̜ÊV>«ÌÕÀiÊ`>Ì>Ê>˜`ÊLՈ`ʏi>`Ê«Àœwið
CRM and ISV integration
>̈Ûiʈ˜Ìi}À>̈œ˜Ê܈̅Ê
,ÊÃÞÃÌi“Ãʅ>ÃÊLiVœ“iÊ>ÊVÀˆÌˆV>Êvi>ÌÕÀiÊvœÀʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
«>ÌvœÀ“ÃÊÃiÀۈ˜}Ê̅iÊÓʓ>ÀŽiÌ°Ê->iÃvœÀVi]ʈVÀœÃœvÌÊޘ>“ˆVÃÊ
,]Ê"À>ViÊ
,]Ê
-Õ}>À
,]Ê>˜`Ê iÌ-ՈÌiÊ>ÀiÊ̅iʓœÃÌÊVœ““œ˜ÞÊ>Û>ˆ>LiÊVœ˜˜iV̜ÀðÊ>Ì>ʈÃÊÃޘV…Àœ˜ˆâi`Ê
LiÌÜii˜Ê̅iÊÌܜÊÃÞÃÌi“ÃÊ>˜`ÊÅ>Ài`ʈ˜ÊLœÌ…Ê`ˆÀiV̈œ˜ÃÊ>ÌÊvÀiµÕi˜Ìʈ˜ÌiÀÛ>Ã°ÊœÀÊiÝ>“«i]Ê
`>Ì>Ê̅>ÌʈÃÊ>``i`ÊLÞÊ>ÊÃ>iÃÊÀi«Ê̜Ê>˜Ê>VVœÕ˜ÌÊÀiVœÀ`ʈ˜Ê̅iÊ
,Ê܈ÊLiÊ>Õ̜“>̈V>ÞÊ>``i`Ê
̜Ê̅iÊÀiVœÀ`ʈ˜Ê̅iʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÊvœÀʓ>ÀŽï˜}ÊÕÃiÀÃÊ̜ÊۈiÜ]Ê>ÃÊÜi°
>˜ÞʜvÊ̅iÊ«>ÌvœÀ“ÃÊ«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌÊ>ÃœÊœvviÀÊ*ÃÊ>˜`ɜÀÊ>««Ê“>ÀŽiÌ«>ViÃÊ̜Ê
«ÀœÛˆ`iÊÃi>“iÃÃʈ˜Ìi}À>̈œ˜Ê܈̅Ê>ÊÛ>ÀˆiÌÞʜvÊ-6ðÊ7ˆÌ…Ê̅iÊiÝ«œÃˆÛiÊ}ÀœÜ̅ʈ˜Ê“œLˆiÊ
`iۈViÃÊ>˜`ÊÜVˆ>Ê“i`ˆ>ʓ>ÀŽï˜}]Ê̅iʘՓLiÀʜvÊ>««ÃÊ>˜`Ê>««Ê“>ÀŽiÌ«>ViÃÊVœ˜Ìˆ˜ÕiÃÊ̜Ê
ˆ˜VÀi>Ãi°Ê/…iÀiʓ>ÞÊLiÊ>``ˆÌˆœ˜>ÊviiÃÊ̜ʫÕÀV…>Ãiʓ>ÀŽiÌ«>ViÊ>««ÃÆÊ*ÊÕÃiÀÃÊ>ÀiÊ}i˜iÀ>ÞÊ
V…>À}i`ʜ˜Ê>Ê«iÀ‡V>ÊL>ÈÃÊvœÀÊi>V…Ê`>Ì>Ê`œÜ˜œ>`°Ê
œœÃˆ˜}Ê>ÊÓʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
«>ÌvœÀ“Ê
The benefits of using B2B marketing automation
/…iÊ«ÀœˆviÀ>̈œ˜ÊœvÊ`ˆ}ˆÌ>ÊV…>˜˜iÃʅ>Ãʓ>`iʈÌʈ˜VÀi>Ș}ÞÊ`ˆvwVՏÌÊvœÀÊÓʓ>ÀŽiÌiÀÃÊ
̜Ê>VVÕÀ>ÌiÞÊÌ>À}iÌÊ«ÀœÃ«iVÌÃÊ>˜`ÊVÕÃ̜“iÀÃÊ܈̅Ê̅iÊÀˆ}…ÌʓiÃÃ>}iÃÊ>ÌÊ̅iÊÀˆ}…ÌÊ̈“iðÊ
*ÀœÃ«iVÌÃÊ>Àiʓ>˜>}ˆ˜}ʓœÀiʜvÊ̅iÊLÕވ˜}Ê«ÀœViÃÃÊ̅i“ÃiÛiÃ]ÊVÀi>̈˜}Ê`iVˆÃˆœ˜ÊŜÀÌʏˆÃÌÃÊ
LÞÊÀiÃi>ÀV…ˆ˜}ÊLÀ>˜`ÊÜiLÈÌiÃÊ>˜`ÊÜVˆ>ÊV…>˜˜iÃÊqÊ܈̅œÕÌÊiÛiÀÊëi>Žˆ˜}Ê̜Ê>ÊÃ>iÃÊÀi«°Ê/œÊ
LiÊivviV̈Ûi]ʓ>ÀŽiÌiÀÃʓÕÃÌÊLiÊVÀi>̈Ûi]ÊÌ>À}iÌi`]Ê>˜`Ê>ˆ}˜i`Ê܈̅ÊÃ>iÃÊ}œ>ÃÆÊ̅iÞʓÕÃÌÊ>ÃœÊ
>ÛiÊ}Ài>ÌiÀÊۈÈLˆˆÌÞʈ˜ÌœÊLÕÞiÀÊ>ÌÌÀˆLÕÌiÃÊ>˜`ÊLi…>ۈœÀðÊ>Vi`Ê܈̅Ê̅iÃiÊV…>i˜}ˆ˜}ʓ>ÀŽiÌÊ
`ޘ>“ˆVÃÊ>˜`ʈ˜VÀi>Ș}Ê,"Ê«ÀiÃÃÕÀi]ÊÓʓ>ÀŽiÌiÀÃÊ>ÌÊVœ“«>˜ˆiÃʜvÊ>ÊÈâiÃÊ>˜`ʓ>ÀŽï˜}Ê
Ü«…ˆÃ̈V>̈œ˜ÊV>˜Ê}>ˆ˜Ê̅iÃiÊLi˜iwÌÃÊvÀœ“Ê>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Æ
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
10Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
UÊ Increased marketing efficiency.ÊÕ̜“>̈˜}Ê̈“i‡Vœ˜ÃՓˆ˜}]ʓ>˜Õ>ÊÌ>ÎÃÊ>ÀœÕ˜`ÊVœ˜Ìi˜ÌÊ
VÀi>̈œ˜]ʓ>˜>}i“i˜ÌÊ>˜`Ê«iÀܘ>ˆâ>̈œ˜]ÊV>“«>ˆ}˜ÊÃV…i`Տˆ˜}Ê>˜`ÊiÝiVṎœ˜]Ê`>Ì>Ê
Þ}ˆi˜iÊ­ˆ°i°Ê`Õ«ˆV>ÌiʜÀʈ˜Vœ˜ÃˆÃÌi˜ÌÊ`>Ì>ÊÀiÈ`ˆ˜}ʈ˜ÊÛ>ÀˆœÕÃÊȏœÃ®]ÊVœ““Õ˜ˆV>̈œ˜Ê܈̅Ê
Ã>iÃ]Ê>˜`ʏi>`ʘÕÀÌÕÀˆ˜}ÊÃ>ÛiÃÊ̈“iÊ>˜`ʈ“«ÀœÛiÃÊ«Àœ`ÕV̈ۈÌÞ°Ê
UÊ Enhanced ability to generate more and better qualified leads.Ê>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
Vœ“Lˆ˜iÃʓՏ̈«iÊVÀˆÌiÀˆ>]ʈ˜VÕ`ˆ˜}Ê`i“œ}À>«…ˆVÊ>˜`ÊLi…>ۈœÀ>Ê`>Ì>Ê­«>}iÃÊۈÈÌi`]Ê
`œÜ˜œ>`Ã]Êwi`ʜÕÌÊvœÀ“î]Ê܈̅Ê>ʏi>`ÊÃVœÀˆ˜}ÊÃÞÃÌi“]Ê̜Ê}i˜iÀ>ÌiÊ>˜`ʈ`i˜ÌˆvÞÊÃ>iÇ
µÕ>ˆwi`ʏi>`ð
UÊ A multichannel view of prospect behavior. /œ`>Þ½Ãʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ>ÀiÊ
ˆ˜Ìi}À>̈˜}ʓՏ̈«iÊV…>˜˜iÃÊ̜ÊVÀi>ÌiʓœÀiÊVœ“«Ài…i˜ÃˆÛiÊ«ÀœÃ«iVÌÊ«ÀœwiÃÊ>˜`ʓœÀiÊ
œˆÃ̈VÊۈiÜÃʜvÊ«ÀœÃ«iVÌÊLi…>ۈœÀ°Ê
UÊ Better alignment of sales and marketing goals.Ê>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÜvÌÜ>ÀiÊV>˜Ê…i«Ê
̜Ê>ˆ}˜ÊÃ>iÃÊ>˜`ʓ>ÀŽï˜}ÊivvœÀÌÃÊ̜Êi˜ÃÕÀiÊ̅>ÌÊÃ>iÃÊÀi«ÃÊ>ÀiÊܜÀŽˆ˜}Ê܈̅ÊÃ>iÇÀi>`ÞÊ
i>`ðÊÞÊܜÀŽˆ˜}ÊVœœ«iÀ>̈ÛiÞÊ̜ÊÃiÌÊÃVœÀˆ˜}Ê«>À>“iÌiÀÃÊ>˜`Ê`iw˜iʵÕ>ˆwi`ʏi>`Ã]ÊÃ>iÃÊ
>˜`ʓ>ÀŽï˜}ÊLiVœ“iʜ˜iÊÌi>“°Ê>ÀŽï˜}ÊܜÀŽÃʜ˜ÊLՈ`ˆ˜}ÊÀi>̈œ˜Ã…ˆ«ÃÊ܈̅Êi>ÀÞ‡
ÃÌ>}iʏi>`ÃÊ̜Êi˜>LiÊÃ>iÃÊ̜ÊvœVÕÃÊ̅iˆÀÊivvœÀÌÃʜ˜Ê̅iʓœÃÌʅˆ}…ÞʵÕ>ˆwi`Ê«ÀœÃ«iVÌð
Understanding
your current
marketing processes,
knowing how to
measure success,
and being able to
identify where you
are looking for
improvements, are
all critical pieces
of the marketing
automation platform
decision-making
process.
UÊ Improved lead conversion and ROI.ÊVVœÀ`ˆ˜}Ê̜ʜÀÀiÃÌiÀÊ,iÃi>ÀV…]ÊÓʓ>ÀŽiÌiÀÃÊ
̅>Ìʈ“«i“i˜Ìʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊiÝ«iÀˆi˜ViÊ>Ê£ä¯Êˆ˜VÀi>Ãiʈ˜Ê̅iˆÀÊÃ>iÇ«ˆ«iˆ˜iÊ
Vœ˜ÌÀˆLṎœ˜°
6ˆÀÌÕ>ÞÊ>Ê“>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃʜvviÀÊ->>-‡L>Ãi`Ê«ÀˆVˆ˜}]ʓi>˜ˆ˜}ÊÜvÌÜ>ÀiʈÃÊ
ˆVi˜Ãi`ÊLÞÊ̅iÊVÕÃ̜“iÀÊ>˜`ʅœÃÌi`ÊLÞÊ̅iÊÛi˜`œÀ°Ê-iÛiÀ>ÊÛi˜`œÀÃÊÌ>À}ï˜}Ê̅iÊi˜ÌiÀ«ÀˆÃiÊ
“>ÀŽiÌÊ>ÃœÊœvviÀʜ˜‡ÃˆÌiʈ˜ÃÌ>>̈œ˜Ê>˜`ʈ“«i“i˜Ì>̈œ˜ÊÃiÀۈViðÊÊ*ÀˆVˆ˜}ʈÃʜvÌi˜ÊL>Ãi`ʜ˜Ê
̅iʘՓLiÀʜvÊVœ˜Ì>VÌÃʈ˜Ê̅iʓ>ÀŽï˜}Ê`>Ì>L>Ãi]Ê̅iʘՓLiÀʜvÊi“>ˆÊ“>ÀŽï˜}ʓiÃÃ>}iÃÊ
Ãi˜ÌÊi>V…Ê“œ˜Ì…]Ê>˜`ɜÀÊ̅iʘՓLiÀʜvÊÕÃiÀðʜÃÌÊÛi˜`œÀÃÊÀiµÕˆÀiÊ>˜˜Õ>ÊVœ˜ÌÀ>VÌÃ]Ê>˜`ʓ>ÞÊ
œvviÀÊ`ˆÃVœÕ˜ÌÃʈ˜ÊiÝV…>˜}iÊvœÀÊ̅iʏœ˜}iÀ‡ÌiÀ“ÊVœ““ˆÌ“i˜Ì°
Recommended steps to making an informed purchase
1˜`iÀÃÌ>˜`ˆ˜}ÊޜÕÀÊVÕÀÀi˜Ìʓ>ÀŽï˜}Ê«ÀœViÃÃiÃ]ʎ˜œÜˆ˜}ʅœÜÊ̜ʓi>ÃÕÀiÊÃÕVViÃÃ]Ê>˜`ÊLiˆ˜}Ê
>LiÊ̜ʈ`i˜ÌˆvÞÊ܅iÀiÊޜÕÊ>ÀiʏœœŽˆ˜}ÊvœÀʈ“«ÀœÛi“i˜ÌÃ]Ê>ÀiÊ>ÊVÀˆÌˆV>Ê«ˆiViÃʜvÊ̅iʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê`iVˆÃˆœ˜‡“>Žˆ˜}Ê«ÀœViÃðÊ/…iÊvœœÜˆ˜}ÊÃiV̈œ˜ÊœÕ̏ˆ˜iÃÊvœÕÀÊÃÌi«ÃÊ̜Ê
i«ÊޜÕÀʜÀ}>˜ˆâ>̈œ˜ÊLi}ˆ˜Ê̅>ÌÊ«ÀœViÃÃÊ>˜`ÊV…œœÃiÊ̅iʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“Ê̅>ÌÊ
ˆÃÊ̅iÊÀˆ}…ÌÊwÌÊvœÀÊޜÕÀÊLÕȘiÃÃʘii`ÃÊ>˜`Ê}œ>Ã°
Step One: Do you need a marketing automation platform?
iVˆ`ˆ˜}Ê܅i̅iÀʜÀʘœÌÊޜÕÀÊVœ“«>˜Þʘii`ÃÊ>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÊV>ÃÊvœÀÊ̅iÊ
Ã>“iÊiÛ>Õ>̈ÛiÊÃÌi«Ãʈ˜ÛœÛi`ʈ˜Ê>˜ÞÊÜvÌÜ>ÀiÊ>`œ«Ìˆœ˜]ʈ˜VÕ`ˆ˜}Ê>ÊVœ“«Ài…i˜ÃˆÛiÊÃiv‡
>ÃÃiÃÓi˜ÌʜvÊޜÕÀʜÀ}>˜ˆâ>̈œ˜½ÃÊLÕȘiÃÃʘii`Ã]ÊÃÌ>vvÊV>«>LˆˆÌˆiÃ]ʓ>˜>}i“i˜ÌÊÃÕ««œÀÌ]Ê>˜`Ê
w˜>˜Vˆ>ÊÀiÜÕÀViðÊ1ÃiÊ̅iÊvœœÜˆ˜}ʵÕiÃ̈œ˜ÃÊ>ÃÊ>Ê}Ո`iˆ˜iÊ̜Ê`iÌiÀ“ˆ˜iÊ̅iÊ>˜ÃÜiÀ°Ê
1. Have we outgrown our current marketing system?Ê>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊˆÃʜvÌi˜Ê>Ê
܏Ṏœ˜ÊvœÀÊVœ“«>˜ˆiÃÊ̅>ÌÊ>ÀiÊ}ÀœÜˆ˜}ÊÀ>«ˆ`ÞÊ>˜`ʘii`Ê̜ÊÃV>iÊ̅iˆÀÊivvœÀÌðÊvÊޜÕʅ>ÛiÊ
`>Ì>ʈ˜Ê“Տ̈«iÊ`>Ì>L>ÃiÃÊ̅>ÌÊV>˜˜œÌÊLiÊVœ˜Ãœˆ`>Ìi`]ʜÀÊ>ÀiÊÕȘ}Ê>˜Êi“>ˆÊÃÞÃÌi“Ê
̅>ÌÊV>˜½ÌÊ`iˆÛiÀÊ̅iʏiÛiÊœvÊLi…>ۈœÀ>ÊÌ>À}ï˜}ÊޜÕʘii`]ʈÌʓ>ÞÊLiÊ̈“iÊvœÀʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜°ÊiÌiÀ“ˆ˜iÊ܅iÀiÊ̅iʏœÃÌʜ««œÀÌ՘ˆÌˆiÃÊi݈ÃÌʈ˜ÊޜÕÀÊVÕÀÀi˜ÌÊÃÞÃÌi“°ÊÊ
2. What marketing automation capabilities are most critical to our business? `i˜ÌˆvÞÊ
>˜`Ê«ÀˆœÀˆÌˆâiÊޜÕÀÊÜvÌÜ>ÀiÊÀiµÕˆÀi“i˜ÌÃÊ>˜`Ê̅iʎiÞÊV>«>LˆˆÌˆiÃÊޜսÊ˜ii`ÊvÀœ“Ê̅iÊ
˜iÜÊÃÞÃÌi“°ÊœÊޜÕÀÊÃ>iÃÊÀi«Ãʘii`ÊÀi>‡Ìˆ“iÊ>VViÃÃÊ̜ʓ>ÀŽï˜}Ê`>Ì>¶Ê/…i˜Ê˜>̈ÛiÊ
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
11Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
,ʈ˜Ìi}À>̈œ˜ÊˆÃÊ>ʓÕÃÌʅ>Ûi°ÊœÊޜÕʅ>ÛiÊ>ÊÜ«…ˆÃ̈V>Ìi`ÊÜVˆ>Ê“i`ˆ>Ê«ÀiÃi˜Vi¶Ê
/…i˜ÊÜVˆ>Ê“>ÀŽï˜}ʓ>˜>}i“i˜ÌÊ>˜`ʈ˜Ìi}À>̈œ˜Ê܈ÊLiʈ“«œÀÌ>˜Ì°ÊÞʎ˜œÜˆ˜}Ê܅>ÌÊ
ޜÕʘii`]ÊޜսÊLiʈ˜Ê>ÊLiÌÌiÀÊ«œÃˆÌˆœ˜Ê̜ÊVœ˜ÌÀœÊ̅iÊÃiiV̈œ˜Ê«ÀœViÃÃÊ>˜`ÊV…œœÃiÊ̅iÊ
«>ÌvœÀ“Ê̅>ÌÊ܈Ê“œÃÌÊLi˜iwÌÊ̅iʜÀ}>˜ˆâ>̈œ˜°
3. What kind of marketing automation platform do we need? >ÀŽï˜}Ê>Õ̜“>̈œ˜Ê
ˆÃʘœÌÊ>ʜ˜i‡Ãˆâi‡wÌÇ>Ê܏Ṏœ˜Æʈ̽Ãʈ“«œÀÌ>˜ÌÊ̜Êw˜`Ê̅iÊÀˆ}…ÌÊwÌ°Ê i>ÀÞÊ>ÊVœ“«>˜ˆiÃÊ
œvviÀÊ̅iÊÃ>“iÊL>ÈVÊV>«>LˆˆÌˆiÃÊvœÀÊi“>ˆ]ÊÜiLÈÌiÊÌÀ>VŽˆ˜}]Ê>˜`Ê>ʓ>ÀŽï˜}Ê`>Ì>L>Ãi°Ê
``ˆÌˆœ˜>ÊV>«>LˆˆÌˆiÃÊÛ>ÀÞ]ʅœÜiÛiÀ]ÊÜʈ̽Ãʈ“«œÀÌ>˜ÌÊ̜ʈ`i˜ÌˆvÞÊ܅>ÌÊޜÕʘii`°ÊÃÊ
ˆ˜LœÕ˜`ʓ>ÀŽï˜}ʭÜVˆ>Ê“i`ˆ>]ÊLœ}}ˆ˜}]Ê-"®Ê“œÀiʈ“«œÀÌ>˜ÌÊ̅>˜ÊœÕÌLœÕ˜`Ê­i“>ˆ®¶Ê
ÀiÊÀi«œÀ̈˜}Ê>˜`Ê>˜>Þ̈VÃÊ̅iʎiÞÊvi>ÌÕÀiÊޜÕʘii`¶ÊÃʏi>`ÊÃVœÀˆ˜}Ê>ÊVÀÕVˆ>Ê«>ÀÌʜvÊ
ޜÕÀʓ>ÀŽï˜}Ê«ÀœViÃöʜÊޜÕʘii`Ê}Ài>ÌiÀÊV>«>LˆˆÌˆiÃʈ˜Êi“>ˆÊÃi}“i˜Ì>̈œ˜Ê>˜`Ê
Ì>À}ï˜}¶Ê
Marketing
automation is not
a one-size-fitsall solution; it’s
important to find the
right fit.
>˜Þʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÛi˜`œÀÃÊÃÌ>ÀÌi`ʜÕÌÊ>ÃÊ«œˆ˜ÌÊ܏Ṏœ˜Ê«ÀœÛˆ`iÀÃ]ÊÃÕV…Ê
>ÃÊi“>ˆ]Ê>˜>Þ̈VÃ]ʜÀʜ«Ìˆ“ˆâ>̈œ˜Ê̜œÃ°ÊÃʓ>ÀŽï˜}ʅ>ÃÊiۜÛi`]ÊÜʅ>ÛiÊ̅iÊ̜œÊ
«ÀœÛˆ`iÀðʘœÜˆ˜}Ê܅iÀiÊi>V…ÊÛi˜`œÀʅ>ÃʈÌÃÊÀœœÌÃʓ>Þʅi«Êˆ`i˜ÌˆvÞÊ܅>ÌÊ̅iˆÀÊVœÀiÊ
ÃÌÀi˜}̅ÃÊ>Ài]Ê>˜`ʅi«ÊޜÕÊ>ˆ}˜Ê̜œÃÊ̜ÊޜÕÀʜܘʓ>ÀŽï˜}ʘii`ð
4. What are our goals?ÊÌʈÃÊVÀˆÌˆV>Ê̜ʎ˜œÜÊÕ«vÀœ˜ÌÊ܅>ÌÊޜÕÀÊ}œ>ÃÊvœÀÊ̅iʓ>ÀŽï˜}Ê
>Õ̜“>̈œ˜ÊÃÞÃÌi“Ê>Ài°ÊœÊޜÕÊÜ>˜ÌÊ̜ʈ“«ÀœÛiÊ̅iʵÕ>ˆÌÞʜvʏi>`Ãʅ>˜`i`ʜvvÊLÞÊ
“>ÀŽï˜}Ê̜ÊÃ>iöÊ"Àʈ˜VÀi>ÃiÊÀiÛi˜ÕiÊLÞʈ˜VÀi>Ș}ÊVœ˜ÛiÀȜ˜Ê>ÌʎiÞÊÃÌ>}iÃʈ˜Ê̅iÊ
LÕވ˜}ÊVÞVi¶ÊœÊޜÕÊÜ>˜ÌÊ̜ʈ“«ÀœÛiÊۈÈLˆˆÌÞʈ˜ÌœÊ̅iÊLÕވ˜}Ê>˜`ÊÃ>iÃÊVÞViÃÊ̜Ê
œ«Ìˆ“ˆâiʓ>ÀŽï˜}Êi˜}>}i“i˜Ì¶ÊÀˆ˜}ʎiÞÊÃÌ>Ži…œ`iÀÃÊ̜}i̅iÀÊ̜ÊiÃÌ>LˆÃ…Ê̅iÊ
œÀ}>˜ˆâ>̈œ˜½ÃÊ}œ>Ã°
5. Does management support this purchase?ÊÛiÀÞʓ>ÀŽiÌiÀÊŜՏ`ʅ>ÛiÊ>˜ÊiÝiVṎÛiÊ
뜘ÜÀÊ̜ÊÃiVÕÀiÊÃÕ««œÀÌÊ>ÌÊ̅iÊ
‡iÛi°ÊëiVˆ>ÞʈvÊޜÕÊ>ÀiʘœÌÊ̅iÊՏ̈“>ÌiÊ`iVˆÃˆœ˜Ê
“>ŽiÀÊvœÀÊ̅ˆÃÊ«ÕÀV…>Ãi]ÊޜÕʘii`ʓ>˜>}i“i˜ÌÊ̜ÊLÕÞʈ˜ÌœÊ̅iʈ`i>ÊLivœÀiÊޜÕÊ}œÊ>˜ÞÊ
vÕÀ̅iÀ°Ê>À˜ˆ˜}Ê̅>ÌÊLÕއˆ˜ÊÌ>ŽiÃÊܓiÊܜÀŽ°Ê*ÀiÃi˜ÌÊ>ÊVœ“«iˆ˜}ÊV>ÃiÊ̅>ÌÊ̅iÊLi˜iwÌÃÊ
œvʘiÜÊÜvÌÜ>ÀiÊÛ>Ã̏ÞʜÕÌÜiˆ}…Ê̅iÊVœÃÌðÊ/…ˆÃÊVœÕ`ʈ˜VÕ`iÊVœ˜ÛiÀ̈˜}ʓœÀiʏi>`Ã]Ê
“>Žˆ˜}ÊÃ>iÃʓœÀiÊivwVˆi˜Ì]Ê>˜`ʈ“«ÀœÛˆ˜}ÊV>“«>ˆ}˜Ê,"°
6. Do we have the internal skillset and staff necessary?Ê/œÊ“>݈“ˆâiÊޜÕÀÊ,"]ʈ˜ÌiÀ˜>Ê
ÃÌ>vvÊ܈Ê˜ii`ÊÌÀ>ˆ˜ˆ˜}Ê>˜`Ê>Ê܈ˆ˜}˜iÃÃÊ̜Ê`iÛiœ«Ê>˜`ÊiÝiVÕÌiʘiÜÊLÕȘiÃÃÊ«ÀœViÃÃiðÊ
vÊޜÕÀʓ>ÀŽï˜}Ê>˜`ÊÃ>iÃʜÀ}>˜ˆâ>̈œ˜Ãʅ>ÛiÊLii˜Êœ«iÀ>̈˜}ʈ˜ÊȏœÃ]Ê̅iÞÊ܈Ê˜ii`Ê
̜ÊܜÀŽÊ“œÀiÊVœœ«iÀ>̈ÛiÞʜ˜Êi>`ÊÃVœÀˆ˜}Ê>˜`ÊÀœṎ˜}ÊÃÞÃÌi“Ã]ʏi>`ʵÕ>ˆwV>̈œ˜Ê
`iw˜ˆÌˆœ˜Ã]Ê>˜`ʓœÀiÊivviV̈Ûiʓ>ÀŽï˜}ÊVœ>ÌiÀ>Ê>˜`ÊVœ““Õ˜ˆV>̈œ˜Ã°Ê`i˜ÌˆvÞÊ
ܓiœ˜iʈ˜Ê̅iʜÀ}>˜ˆâ>̈œ˜Ê܅œÊ܈ÊÌ>ŽiÊ̅iʏi>`ʜ˜Ê̅iÊÃiiV̈œ˜Ê«ÀœViÃÃ]Ê>ÃÊÜiÊ>ÃÊ
܅œÊ܈ÊLiÊÕȘ}Ê̅iÊÃÞÃÌi“Êœ˜ViʈÌʅ>ÃÊLii˜Ê>`œ«Ìi`°
7. How will we measure success?ÊÊ/…ˆÃʈÃʜ˜iʜvÊ̅iÊ̜Õ}…iÃÌʵÕiÃ̈œ˜Ã]Ê>˜`Ê̈iÃʈ˜Ê`ˆÀiV̏ÞÊ
̜Ê՘`iÀÃÌ>˜`ˆ˜}Ê܅ÞÊޜÕÊ>ÀiÊ>`œ«Ìˆ˜}Ê>ʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“°ÊvÊޜÕÀÊ}œ>Ê
ˆÃÊ̜ʈ˜VÀi>ÃiÊVœ˜ÛiÀȜ˜Ã]ÊޜսÊ˜ii`Ê̜ʎ˜œÜÊ܅>ÌÊޜÕÀÊVœ˜ÛiÀȜ˜ÊÀ>ÌiʈÃÊLivœÀiÊ
>Õ̜“>̈œ˜Êˆ˜ÊœÀ`iÀÊ̜ʓi>ÃÕÀiʈÌÃʈ“«>VÌ°Êvʈ̽ÃÊ̜ʈ“«ÀœÛiÊi“>ˆÊivwVˆi˜VÞ]ÊLiÊ«Ài«>Ài`Ê
܈̅ʓiÌÀˆVÃʜ˜Êœ«i˜ÊÀ>ÌiÃ]ÊVˆVŽÃ]ÊiÌV°Ê˜Ê>``ˆÌˆœ˜Ê̜ʓi>ÃÕÀˆ˜}Ê>}>ˆ˜ÃÌÊޜÕÀʓ>ÀŽï˜}Ê
}œ>Ã]ʈ̽ÃÊ܈ÃiÊ̜ʓi>ÃÕÀiÊ̅iÊ`i«Ì…Ê>˜`ÊLÀi>`̅ʜvÊ«>ÌvœÀ“ÊÕÃ>}i°Ê>˜Þʓ>ÀŽiÌiÀÃÊ
i˜`ÊÕ«ÊÕȘ}ʜ˜ÞÊL>ÈVÊi“>ˆÊV>«>LˆˆÌˆiÃ]Ê܅ˆV…Êi˜`ÃÊÕ«ÊLiˆ˜}Ê>ÊVœÃ̏Þʈ˜ÛiÃ̓i˜Ì°Ê-iÌÊ
Li˜V…“>ÀŽÃÊ̅>ÌÊ܈Ê…i«ÊiÛ>Õ>ÌiÊ̅iÊÃÕVViÃÃʜvÊ̅iÊ>Õ̜“>̈œ˜°
8. Have we realistically assessed the cost?Ê-œ“iʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜Ê«>ÌvœÀ“ÃÊ>ÀiÊ>Ê
ˆ˜VÕÈÛi]Ê܅ˆiʜ̅iÀÃÊvi>ÌÕÀiÊ>``‡œ˜Ê̜œÃÊ>˜`ÊÃiÀۈViÃÊ̅>ÌÊV>˜ÊÈ}˜ˆwV>˜ÌÞʈ˜VÀi>ÃiÊ
VœÃÌðʘÊ>``ˆÌˆœ˜Ê̜Ê̅iÊVœÃÌʜvÊ̅iÊÜvÌÜ>ÀiʏˆVi˜ÃiʈÌÃivÊ­>ÃÃՓˆ˜}ÊޜÕÊV…œœÃiʜ˜‡
`i“>˜`ʅœÃ̈˜}®]ÊVœ˜Ãˆ`iÀÊ̅iÊVœÃÌÃʜvʜ˜}œˆ˜}ÊÃiÀۈViÃÊ>˜`ÊÌÀ>ˆ˜ˆ˜}]Ê>ÃÊÜiÊ>ÃÊ̅iÊ
^ÊÓä£xÊ/…ˆÀ`ʜœÀÊi`ˆ>]ʘV°ÊUʅÌÌ«\ÉÉ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“ÊÊ
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Once you have
determined
that marketing
automation software
makes sense for
your business, spend
Step Two: Identify and contact appropriate vendors
time researching
"˜ViÊޜÕʅ>ÛiÊ`iÌiÀ“ˆ˜i`Ê̅>Ìʓ>ÀŽï˜}Ê>Õ̜“>̈œ˜ÊÜvÌÜ>Àiʓ>ŽiÃÊÃi˜ÃiÊvœÀÊޜÕÀÊ
individual vendors
LÕȘiÃÃ]Êëi˜`Ê̈“iÊÀiÃi>ÀV…ˆ˜}ʈ˜`ˆÛˆ`Õ>ÊÛi˜`œÀÃÊ>˜`Ê̅iˆÀÊV>«>LˆˆÌˆiðÊ>ŽiÊ>ʏˆÃÌʜvÊ>Ê̅iÊ
and their capabilities.
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ˆ˜`ˆÀiVÌÊVœÃÌÃÊ>ÃÜVˆ>Ìi`Ê܈̅Ê}iÌ̈˜}ÊÃÌ>vvÊÕ«Ê>˜`ÊÀ՘˜ˆ˜}ʜ˜Ê̅iʘiÜÊÃÞÃÌi“Ê­ˆ°i°]ʓœÀiÊ
Vœœ«iÀ>̈œ˜Ê>˜`Ê`>Ì>ÊÅ>Àˆ˜}ÊLiÌÜii˜Ê“>ÀŽï˜}Ê>˜`ÊÃ>iî°ÊvÊޜÕÊ`œ˜½Ìʅ>ÛiÊޜÕÀʜܘÊ/Ê
œÀÊ`iÈ}˜ÊÃÌ>vv]ÊLiÊÃÕÀiÊ̜Ê>ÎʵÕiÃ̈œ˜ÃÊ>LœÕÌÊ܅>ÌÊ̅iÃiÊÃiÀۈViÃÊVœÃÌʜ˜Ê>˜Ê…œÕÀÞÊL>ÈðÊ
œÀÊiÝ>“«i]ʈvÊ̅iÊ«>ÌvœÀ“ÊœvviÀÃÊÌi“«>ÌiÃ]Êw˜`ʜÕÌʅœÜʓ>˜Þ]Ê>˜`ʅœÜʓÕV…ʈÌÊVœÃÌÃÊ
̜ÊVÕÃ̜“ˆâiÊÌi“«>ÌiÊ`iÈ}˜°
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Ûi˜`œÀÊ`œiؽÌʜvviÀÊ̅ˆÃʺ“ÕÃ̇…>Ûi»ÊV>«>LˆˆÌÞ]ʈ̽ÃʘœÌÊ>ÊwÌ°
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Ûi˜`œÀÃÊ«Àœwi`ʈ˜Ê̅ˆÃÊÀi«œÀÌÊ>ÃœÊ«ÀœÛˆ`iÊ܅ˆÌiÊ«>«iÀÃÊ>˜`ʈ˜ÌiÀ>V̈ÛiÊ̜œÃÊ̅>ÌÊV>˜Ê…i«°®
"˜ViÊޜսÛiÊ`œ˜iÊޜÕÀÊÀiÃi>ÀV…]ʘ>ÀÀœÜÊޜÕÀʏˆÃÌÊ`œÜ˜Ê̜Ê̅œÃiÊÛi˜`œÀÃÊ̅>ÌʓiiÌÊޜÕÀÊ
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̜Êv>VˆˆÌ>ÌiÊVœ“«>ÀˆÃœ˜°Ê/…iʓœÃÌÊivviV̈ÛiÊ,*Ãʜ˜ÞÊÀiµÕiÃÌÊÀiiÛ>˜Ìʈ˜vœÀ“>̈œ˜Ê>˜`Ê«ÀœÛˆ`iÊ
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Step Three: Scheduling the demo
-iÌÊÕ«Ê`i“œÃÊ܈̅ÊޜÕÀÊŜÀÌʏˆÃÌʜvÊÛi˜`œÀÃÊ܈̅ˆ˜Ê>ÊÀi>̈ÛiÞÊŜÀÌÊ̈“iÊvÀ>“iÊ>vÌiÀÊÀiViˆÛˆ˜}Ê
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UÊ œÜÊi>ÃÞʈÃÊ̅iÊ«>ÌvœÀ“Ê̜ÊÕÃi¶
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13Ê
“>ˆ\Ê܅ˆÌi«>«iÀÃJ`ˆ}ˆÌ>“>ÀŽï˜}`i«œÌ°Vœ“
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Before deciding
on a particular
vendor, speak
with one or two
customer references,
œ˜½ÌʅiÈÌ>ÌiÊ̜Ê>ÎÊvœÀÊ>Ê`i“œ˜ÃÌÀ>̈œ˜ÊœvÊ̅iÊëiVˆwVÊV>«>LˆˆÌˆiÃÊ̅>ÌÊޜÕʅ>Ûiʈ`i˜Ìˆwi`ʈ˜Ê preferably someone
ޜÕÀÊ,É,*°Ê
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Ài«œÀÌÃ\
to yours.
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Step Four: Check references, negotiate a contract
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
œ˜VÕȜ˜
Finding the
best marketing
automation platform
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for your organization
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internal assessment
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sales strengths,
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and goals.
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
Target customer
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Company overview
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Product overview
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
Product Details
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
Product Details
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
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Vendor Profiles
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Vendor Profiles
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
Product Details
Social media strategy
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
Target customer
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Company overview
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Product overview
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M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
Product Details
Social media strategy
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Vendor Profiles
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
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B2B Marketing Automation Platforms 2015: A Marketer’s Guide
Vendor Profiles
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Vendor Profiles
Product Details
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Vendor Profiles
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