Increase In Demand For Marketing Automation

marketing automation
James T FletcherJames T Fletcher
CEO, Principal Consultant


There’s been a tremendous increase in the demand for marketing automation software over the last few years and it looks like this demand will not be waning anytime soon. Why you may ask? Because it works. And saves marketers a bucket load of time.

What is Marketing Automation?

Marketing Automation refers to technologies and software that allow marketers to collate data & automate marketing strategies in order to:

  • Build leads
  • Help leads find their own path to a purchase
  • Retain clients and minimize churn

What Industries Use Marketing Automation

Marketing automation is very common among most B2B companies. The reason is quite obvious because it can be very valuable in long decision making processes and complex sales cycles.

Overview Of The Marketing Automation Landscape

There are 34 different technologies currently operating in the marketing automation landscape. Some niche down their offering while others offer a wide range of features that cover several stages of the sales-marketing funnel.

The 6 Dominant MA Technologies, in no particular order, are;

  1. HubSpot
  2. Eloqua
  3. Act-On
  4. Marketo
  5. Infusion-soft
  6. Pardot

These six technologies currently hold over 56%of the market share. Pardot saw the largest growth in 2016 with a mouthwatering increase of 108.9% while the others had an average of 48% growth.

HubSpot had the largest market share of these 6 dominant technologies in 2016. This is largely due to their freemium model. On the other hand, Pardot’s 108% growth is due to purchase and SFDC actively selling.

But, it’s not just about market share, the features offered by each software is also important. For instance, Marketo is definitely the best bet for larger organizations while HubSpot is the best for medium-sized companies. This explains why it’s market share is greater than that of Marketo.

Your Business And Marketing Automation

Are you ready for MA? Do you know what tool is right for you? How do you get ready? Got a platform and need to understand your ROI?

If you’re looking to inculcate marketing automation into your marketing process or maybe make the most out of your marketing automation software and need some help with integrating CRM or avoiding some of the common pitfalls – Book a Consultation