Marketing automation: how to make the right buying decision (the first time)

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Only 5% of businesses are currently using marketing automation, yet those that do are generating outsized leads, conversions, and revenue.

But how do you get started -- with selecting, implementing, and maximizing marketing automation?

There are up to 200 vendors in the marketing automation universe. Probably 40 that matter. And each has a confusing mix of features and functionality that can be challenging to understand, compare, and contrast.

This report will help you wade through the swamp. 

What you will get in this report

  • an overview of marketing automation
  • hard data on ROI you can expect
  • 9 factors to select a marketing automation platform
  • the factors you MUST consider, and the factors that are irrelevant
  • what you need to plan before you buy
  • 11 keys to marketing automation success
  • best bet vendors for B2B, B2C in both enterprise and SMB
  • 24 in-depth overviews of the top marketing automation vendors

Data included

To compile this report, we shortlisted 43 vendors. We interviewed dozens of vendors and end-users, and collected in-depth data on features, pricing, and services on 24 of the top contenders. We also interviewed 776 marketers who are currently using marketing automation, 243 of which completed the full survey, and integrated data from over a thousand marketing technologists who have previously provided their insights into our marketing clouds, mobile marketing automation, and marketing technology ROI reports. Finally, we incorporated market share insights from data partners who spider close to 20 million websites, hunting for clues to marketing technology adoption.

In all, this report is over 130 pages and 24,000 words. But it’s built so that you can quickly survey the contents, identify what insights you need right now, and skip to that specific section.

Here are the vendors included in this report. Those in bold completed our in-depth survey:

  1. Actito
  2. Act-on
  3. Autopilot
  4. CallidusCloud
  5. dbSignals
  6. Etrigue
  7. Drip
  8. Eloqua [Oracle]
  9. Emarsys
  10. Greenrope
  11. Hatchbuck
  12. Hubspot
  13. Infusionsoft
  14. Intercom
  15. Ion
  16. iPresso
  17. Launchpad
  18. LeadLife
  19. Leadsius
  20. LeadSquared
  21. MakesBridge
  22. Marketing Optimizer
  23. Marketo
  24. MindMatrix
  25. Neolane [Adobe]
  26. Net-Results
  27. Ontraport
  28. Pardot [Salesforce]
  29. Prospecteye
  30. RedEye
  31. Responsys [Oracle]
  32. RightOn Interactive
  33. Sales Engine / Manticore
  34. SalesFusion
  35. SalesManago
  36. Selligent
  37. SharpSpring [SMTP]
  38. Silverpop [IBM]
  39. SimplyCast
  40. Spokal
  41. Teradata
  42. Unica [IBM]
  43. Vocus Marketing Suite

Sample vendor detailed overview: