It's no secret that Marketing Automation is being adopted by many organizations as an essential tool to nurture and manage leads, and streamline many marketing activities. However, there seems to be ample room to improve so that marketers can make the most of their investments in this technology. This infographic illustrates the undeniable growth of marketing automation over the years and the potential that still exists for the future of these platforms to further enable marketers.

1. At almost 50% market share, HubSpot
leads the charge when you look at the
NUMBER OF COMPANIES using the MAP...
The majority of senior-level B2B marketers surveyed consider their
organizations Marketing Automation efforts somewhat effective.
...But Eloqua is at the top when you break
it down by the REVENUE ENABLED by
each platform.
FEEL THAT THEY’RE NOT USING
THEM TO THEIR FULL POTENTIAL
of B2B marketers
using MAPs
$0
$200
$200
$225
$325
$500
$750
$1,200
$400
$600
2009 2010 2011 2012 2013 2014
$800
$1,000
$1,200
$1,400
Revenues for B2B marketing automation systems increased 60% to $1,200 million in 2014,
compared to a 50% increase in 2013.
21%
26%
11%
17%
11%9%
4.6%
49.6%
14.9%
13.6%
9.5%
7%
2.7%
2.7%
Adoption of Marketing Automation Platforms continues to rise, but there’s still
room to grow for both the technology and its users.
"The evolution of marketing technology is not winding down. It’s heating up."
— Scott Brinker, Ion Interactive
MARKETING AUTOMATION
REVOLUTION
THE
NO SIGN OF SLOWING DOWN
HOW EFFECTIVE ARE MARKETERS?
WHAT DOES THE MARKET SHARE LOOK LIKE?
ROOM FOR IMPROVEMENT
BY NUMBER OF COMPANIES
SOMEWHAT EFFECTIVE NOT AT ALL EFFECTIVE
BY REVENUE ENABLED
61% 8%
50%of senior-level
B2B marketer
over
PROGRESSIVE
PROFILING
ONLINE BEHAVIOUR
PROFILING
SCORING
LEADS
REFERENCES
INCREASE LEAD
GENERATION
TOP 5 BENEFITS IDENTIFIED BY B2B MARKETERS
According to a survey of senior-level B2B marketers, organizations have yet to fully adopt all
the features of their marketing automation with email marketing as the most common function.
FUNCTIONAL ADOPTION OF MARKETING AUTOMATION
WHAT FEATURES ARE MARKETERS USING?
Email Marketing 95%
CRM Integration 87%
Campaign Management 76%
Landing Page Creation Ability 74%
Lead Management 72%
Campaign Effectiveness Analytics 59%
Integration With Other Systems 57%
Segmentation 54%
Website Visitor Demographic Report 50%
Web Analytics 48%
Marketing ROI Analysis 48%
Content Management 41%
Website Content Optimization 35%
PPC Advertising 24%
Sales Intelligence 17%
1 2
BETTER PROSPECT
/ LEAD INSIGHT
INCREASE IN
EFFICIENCY
ENHANCED LEAD
SCORING, NURTURING AND
DISTRIBUTION PROCESS
IMPROVED
LEAD QUALITY
3 4 5
2.
1.
3.
5.
6.
5.
4.
5.
7.
venturebeat.com/2014/07/31/study-marketing-automation-lacks-experienced-users-demands-more-resources
2
raabassociatesinc.com/2014/02/20/raab-report-b2b-marketing-automation-to-reach-1-2-billion-in-2014
3
venturebeat.com/2015/01/27/marketing-automation-surprise-eloqua-top-market-share-10-penetration
4
uberflip.com
VERY EFFECTIVE
31%
Revenues for B2B marketing automation vendors continue to grow as adoption increases
and existing customers expand their systems. We also see continued extension into new
industries, new features, and new vendor services.” — David Raab, Raab Associates Inc.
Rather than trying to house everything in one monolithic marketing automation
system, tomorrow’s platforms will be more intelligent and thinner, plugging in many
smaller specialized applications.” — Vik Singh, Infer
identified they could improve lead qualification in the following areas:
85%
ARE USING MARKETING AUTOMATION
NOW THAN IN 2011
more B2B
organizations11X
www.regalix.com/by_regalix/research/reports/state-of-b2b-marketing-automation-2015
5
“
“
www.siriusdecisions.com/Blog/2014/Feb/Eight-is-NOT-Enough-Increasing-Adoption-of-Marketing-Automation-Platforms.aspx
6
techcrunch.com/2015/04/23/the-future-of-marketing-automation
7
Revenuein$millions
chiefmartec.com/2015/04/im-sorry-marketing-software-still-flux
1