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What is the market share of the leading marketing automation vendors?
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7 Answers
It's tough to measure share because so many firms are privately held. You also have to look at share in different segments, since the companies that serve small businesses are quite different from those that serve mid-size and large enterprises. The business to business and business to consumer segments are different as well.
That said, we do collect information on client counts by segment.
Among B2B marketers:
- In the small business sector, the leaders would be Infusionsoft, OfficeAutoPilot and Hubspot (although Hubsot is a slightly different class of system). I'm not including basic email products like ConstantContact or Bronto.
- In the mid-market, leaders would include Marketo. Genius and Pardot.
- At the upper end, the main player is Eloqua. Other competitors with significant presence include Aprimo, Silverpop and Neolane.
In the consumer sector, the big leader is Unica (now part of IBM), followed again by Aprimo, Neolane, SAS, Teradata, Alterian and SmartFocus.
Hope this helps.
Largely agree with you David. Splitting hairs a bit...
- I'd drop Infusionsoft with their repositioning as email 2.0 and built in CRM.
- I'd add Loopfuse to the SMB sector
- I'd bump Pardot down to SMB
- I'd add Manticore to the mid-market
Then there is that narrowing space between what had been the traditional marketing automation vendors with this new breed - I believe you've labeled "demand generation" specialist. Definitely tough getting these all on a single list together. Part of the issue is defining "market" share in that they go after different markets.
Hi Marcus,
I agree, it's the classic issue of defining the scope of the market to analyze. I should have at least provided my own definitions. When I say "small business", I mean REALLY small businesses, e.g., 2-10 employees and probably marketing is done by the company owner in his/her spare time. That's definitely where Infusionsoft and OfficeAutoPilot play.
I think Loopfuse and certainly Pardot are in the next tier, which most people would call SMB but I'm calling mid-market. think $1 million (maybe $5 million) to $500 million revenue -- admittedly a huge range. Or, think 1-5 full time marketers. As to LoopFuse and Manticore, the figures I have don't show them anywhere near the top 3 in share in that segment.
The enterprise range is above $500 million revenue. This is where traditional marketing automation vendors (Aprimo, Unica, Alterian, Neolane, etc.) overlap with the demand generation folks (Eloqua, Silverpop, Marketbright). The traditional marketing automation vendors tend to be primary used for B2C marketing but that is changing and Aprimo in particular has a large B2B base.
The whole market share question is a bit of a red herring. What really matters is matching your needs to a vendor, regardless of the vendor's share.
+1 David.
The last figures I had for Eloqua were not quite that high and I doubt they've reached 1,000. But I'm sure Eloqua monitors this discussion, so perhaps they can provide an answer directly. Steve?
The real problem with these figures is the average revenue per client is very different for these companies, so comparing counts can be quite misleading.
Again, per my earlier comment, specific figures are much less important than knowing who is a major presence and who best fits your needs.
David,
great point. Eloqua is at around 800 active customers right now, and over 55,000 users. Customer counts are always a measure that we find entertaining internally though as there are those in the space who are avidly trying to claim "biggest", and therefore count trials and past customers in their count. I'm sure in the next while, they will claim a number much larger than ours... but it's up to the reader to interpret what that really means.
In terms of the market segments, there's definitely a spread in the market from very small to very large. We are generally more active with companies with above $10M in revenue than we are with smaller companies. In the $10-100M segment, we do see many of the folks you mentioned, and it's quite a competitive space where we each win our share.
I have not seen numbers specifically on the $10-100M segment, where we compete with some of the larger SMB vendors in the list, but that's our fastest growing segment, and I suspect we're working the majority of active users and successful clients in that segment also.
Above $100M, unless it's in an individual division, we really don't see many of the SMB vendors you mentioned, generally it's a different set of vendors; Aprimo, Unica, etc.
My area of expertise are the mid-market and upper end, as defined by David Raab above.
If you look at the number of customers, I believe Eloqua has over 1000 customers, Marketo over 700, and Pardot over 400. Silverpop also has many hundreds of customers, but as they now have a unified B2C/B2B platform, it's hard to say how many are using the marketing automation features. The other vendors are significantly smaller. That's why I've called these 4 vendors the "Big 4 of Marketing Automation" in a recent blog post:
http://www.leadsloth.com/blog/pardot-user-conference-proves-theyre-a-top-mark...
Hope that helps,
Jep
www.leadsloth.com
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