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.
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.