SOURCE: TBR’S 2Q15 DIGITAL MARKETING TECHNOLOGY BENCHMARKNOT FOR REUSE WITHOUT PERMISSION©2015 TECHNOLOGY BUSINESS RESEARCH INC.

Core Marketing dominates the overall mix of benchmarked marketing technology (martech) revenues due to the importance of CRM systems in a marketing suite.

Engaging customers with relevant content will accelerate growth for the Experience and Operations segments.

Possessing an effective Audience Data Management platform will prove paramount to managing the growth of structured and unstructured data feeds used to create customer profiles.

Martech vendor success in the Americas stems from U.S. market maturity in adopting advanced marketing technologies compared to its geographic counterparts.

The U.S. is the domestic market for leading vendors such as Salesforce and Oracle and year-to-year growth leaders such as Marketo and HubSpot.

YTY Revenue Growth by Marketing Technology Segment

Alliances will enable niche vendors to extend portfolio functionality to cover more aspects of the customer continuum.

Smaller vendors with limited data feeds will tap into social platforms such as Twitter and LinkedIn to strengthen customer profiles.

Cloud-based marketing suites create a low-cost alternative to traditionally licensed suites from tech heavyweights such as Oracle and SAP.

TBR expects vendors will accelerate acquisitions around data management capabilities in 2016 to tie together the three marketing segments and provide customers with greater consumer insight.

Vendors with holistic marketing suites will pressure smaller firms lacking portfolio depth.

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As digital marketing takes hold, enterprises seek to integrate or buy preintegrated software across the marketing life cycle.

$10M

2015

Mar

tech

Ope

ratin

g M

argi

n

2015 Marketing Operations Revenue Growth YTY

Reve

nue

Gro

wth

YTY

Reve

nue

$8M

$6M

$4M

$2M

$-

35%

30%

25%

10%

15%

20%

5%

0%

Core Marketing

2Q14 2Q15

8.2%

Marketing Experience

2Q14 2Q15

22.4%

Marketing Operations

2Q14 2Q15

15.7%

Audience Data Management

2Q14 2Q15

29.3%

-60%-50% 0% 50% 100% 150% 200% 250% 300%

-40%

-20%

0%

20%

40%

60%

80%

2Q15 YTY Revenue Growth by Region

2Q15 Estimated Audience Data Management Revenue and YTY Growth

Notable DMP Acquisitions

Americas

EMEA

APAC

14.7%

YTY Growth

$2.3B

Total Revenue

3.1% $961M

4% $431M

June 2013 Feb. 2014 Oct. 2015

OracleacquiresBlueKai

SAPacquiresHybris

TeradataacquiresFLXone

Digital marketing is transforming the way enterprises build customer relationships and therefore their businesses. Marketers are starting to move into larger-scale adoption of customer engagement technologies like omnichannel marketing and social engagement mobile commerce.

Stuart WilliamsTBR Vice President of Research and Digital Pratice Lead

Demand for data-driven marketing campaigns opens an opportunity for vendors as marketers use data management and analytics to complete Core Marketing functions, such as CRM and lead management.

Evan WoollacottTBR Research Analyst

SAP

SAS

Adobe

OracleNote: Oracle added DMP functionality in 3Q14; YTY growth for 2Q15 does not exist.

HubSpot

Marketo

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Stuart Williams, VP of Research, Digital Practice Lead

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