Marketing Automation Software:A Benchmark Survey into Usage & Spend

Includes bonus data on fastest growing MA software products

November 2014

Introduction

Marketing Automation is an exciting, fast-growing market. Google searches for "Marketing Automation” have increased about 50% over the last year. Vendors are growing at a rapid pace & the market has also seen several high-profile acquisitions

TrustRadius members and site visitors were asked to participate in the 2014 Marketing Automation survey to understand their annual software expenditure and usage of key features. The results are included in this presentation

Earlier this year, we published A Buyer’s Guide to Marketing Automation designed to help marketers navigate and select the right software based upon their context (small businesses, mid-size companies & enterprises). Download the free guide >>

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Demographics of Survey Respondents

Findings are based on 169 responses from users of Marketing Automation software distributed across small through very large enterprises

37%

34%

12%

17%

1-50

51-500

501-5,000

>5,000

Nu

mb

er

of

Emp

loye

es

2014 Marketing Automation Survey - Key Findings

Core marketing automation (MA) features are used widely across companies. Lead management/scoring is used less than other features, except in very large companies

94% of companies across all segments use email marketing functionalities

93% of very large enterprises (>5,000 employees) use lead management/scoring capabilities compared to 73% of small businesses (1-50 employees)

Annual expenditure on MA software is closely aligned to company size

65% of small businesses spend less than $12,000 per year

90% of mid-size companies spend between $12,000 and $60,000

57% of large enterprises (501-5,000 employees) spend more than $60,000

86% of very large enterprises (>5,000 employees) spend more than $60,000

… and database size

78% of respondents with less than 5,000 contacts spend less than $12,000 per year

61% of respondents with 5,001 – 50,000 contacts spend between $12,000 and $60,000

57% of respondents with more than 50,000 contacts spend more than $60,000

84% of respondents with more than 250,000 contacts spend more than $60,000

Marketing Automation Feature Usage

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

1-50 51-500 501-5000 >5000

Email Marketing and email management Landing page creation and customization

Lead management and scoring Reporting & Analytics

Core marketing automation features are widely used across companies. Lead management/scoring is used less except in very large companies

Annual Expenditure by Company Size

Not surprisingly, annual expenditure on Marketing Automation software correlates to company size

$1 to $12,000

$1 to $12,000

$1 to $12,000

$12,001 to $60,000

$12,001 to $60,000

$12,001 to $60,000

$12,001 to $60,000

>$60,000

>$60,000

>$60,000

>$60,000

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1-50

51-500

501-5000

>5000

Co

mp

any

size

(em

plo

yees

)

Annual Expenditure by Database Size

.. it also aligns closely with database size

$1 to $12,000

$1 to $12,000

$1 to $12,000

$12,001 to $60,000

$12,001 to $60,000

$12,001 to $60,000

$12,001 to $60,000

>$60,000

>$60,000

>$60,000

>$60,000

0% 20% 40% 60% 80% 100%

Fewer than 5,000 contacts

Between 5,001 and 50,000 contacts

Between 50,001 and 250,000 contacts

Above 250,000 contacts

Company Size vs. Marketing Database Size

Database size generally correlates to company size (employees)

<5,000

<5,000

<5,000

5,001 - 50,000

5,001 - 50,000

5,001 - 50,000

5,001 - 50,000

50,001 - 250,000

50,001 - 250,000

50,001 - 250,000

50,001 - 250,000

> 250,000

> 250,000

> 250,000

> 250,000

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1-50 51-500 501-5000 5001+

Company size (employees)

Bonus Data: Top 10 Fastest Growing MA Platforms

Using evaluation frequency on TrustRadius as a proxy, the fastest growing marketing automation products in Q3 2014 were HubSpot and Marketo, followed by Pardot, Act-On and Eloqua

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