Marketing Automation 2

Top 10 Fastest Growing Marketing Automation Products – Q4 2014

In Q4 2014, Hubspot retained its position as the most evaluated marketing automation product on TrustRadius by some margin. Marketo remained in the number two slot. Act-On climbed from number three to number two overtaking Pardot. Infusionsoft climbed to number five, overtaking both Oracle’s Eloqua and Salesforce Marketing Cloud Email (formerly known as ExactTarget). We chose to include Salesforce Marketing Cloud Email (ExactTarget) in this analysis as while traditionally an email marketing platform, Salesforce has been adding more marketing automation features, and the product increasingly competes with solutions like Marketo.

marketing automation products 2014

 

Some of these products serve different market segments. For example, IBM Unica and Teradata Marketing Studio are exclusively focused on very large enterprises, and Infusionsoft exclusively focused on small businesses. This can account for differences in evaluation frequency.

Most Evaluated Marketing Automation Products by Large Enterprises

Using reviewer mix on TrustRadius as a proxy for customer mix, and assuming that current customer mix is similar to prospective buyer mix, we can estimate the number of buyers by segment. Focusing in on the enterprise segment (companies with >500 employees), the ranking for evaluation frequency changes considerably. Marketo takes the top slot, followed by Eloqua, IBM Unica, Salesforce Marketing Cloud Email and IBM’s Silverpop Engage.

marketing automation products enterprises 2014
While evaluation rates often correlate to product satisfaction, it is important to remember that there’s rarely a one-size fits all right choice for every company. Learn more about the top rated products by company scale along with the pros and cons of each product in our Buyers’ Guide to Marketing Automation.

Vinay Bhagat

Vinay Bhagat, founder and CEO of TrustRadius, is an entrepreneur passionate about tackling big problems. Vinay conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. In 1999, Vinay founded Convio, the leading Software as a Services platform for nonprofits. In April 2010, Convio became a public company, and was acquired in May 2012 for $325 million. Prior to Convio, Vinay was at Trilogy Software and Bain & Company. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors. When he’s not working, Vinay loves spending time with his family, playing squash and racing cars.

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