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Global Marketing Automation Software Market

  • December 2013
  • 129 pages
  • Frost & Sullivan
Report ID: 1930992

Summary

Table of Contents

MAS Becomes a must have Tool, Enabling Marketers to Focus on Measurement, Driving Revenues

This global marketing automation software (MAS) market study discusses the drivers and restraints to growth, market trends, and technology trends. Global and regional forecasts are included. The base year is 2013 and the forecast period runs through 2020. The market is divided into 3 regions: NALA, EMEA, and APAC. The study covers pricing trends along with a detailed distribution channel analysis. The market is split into 2 broad segments: small to mid-size businesses (SMBs) and enterprises. In-depth analyses of each segment along with revenue forecast per region for each segment are included. Also, provided are a detailed analysis of the vertical markets and the competitive landscape of all major market vendors.

Executive Summary

•Marketers need intelligent tools to meet the demands of today’s customers who are part of a reverse phenomenon wherein they expect brands to know them instead of the other way around. Marketing automation software (MAS) empowers marketers with tools to manage customer information and intelligently leverage it to acquire, nurture, and retain customers.
•The MAS market earned $X million in revenue over 2013; although growing, it is in many ways a nascent market, with rapidly changing technology and solid growth potential. Frost & Sullivan estimates global revenues will near $X billion by 2020.
•This is not yet a concentrated market. Almost half of the 2013 market was dominated by Xtop competitors—Marketo, Eloqua, and Silverpop.
•However, the next tier of vendors such as Infusionsoft, Act-On Software, and Hubspot is far outpacing the market in terms of growth, indicating that the landscape will change dramatically if the top market competitors do not strive to expand their respective slices of the pie. That said, Frost & Sullivan expects growing mergers and acquisitions (M&A) activity as vendors strive to provide complete solutions for all end-user marketing needs.
•Regionally, NALA—home to nearly every market vendor—dominates with over 80% of market share. Vendors are just expanding overseas into EMEA and APAC.
•The low barrier to entry for new vendors encourages market growth. Many emerging vendors are taking advantage of the enormous demand in small and mid-sized businesses (SMBs) by implementing low-end basic solutions that can be immediately adopted and used, and by experimenting with their pricing models.
•Demand analysis of the end-user experience with MAS indicates that the functionality of marketing automation is ahead of the market. While the urgent need for marketing automation is understood, a gap exists between marketer skills and toolset complexity.
•Lead nurturing and lead scoring are examples of 2 crucial yet highly underused features of marketing automation; users are not ready for analytics-driven marketing just yet. This skills gap has given birth to a complementary market that is adept at providing technical and consulting services to help businesses succeed using MAS.
•Small businesses have just started entering the data-driven marketing model, but it is the largest potential segment in the long run.
•After high-tech and business services, financial services and healthcare look promising. Retail and travel industries are ready to use MAS; education and non-profit will follow suit.

CEO’s Perspective

1. To bridge the chasm between awareness and adoption and to accelerate widespread deployment, the MAS market must actively evangelize the value proposition.
2. Product line strategies geared towards vertical markets such as healthcare, financial services, and retail are the next big requirements for deeper market penetration.
3. The combined value proposition of MAS with other complementary technologies such as DAM, CRM, and MRM pushes the market towards comprehensive offerings and eventual consolidation.
4. Growing online populations in emerging markets are expected to fuel the next phase of growth; vendors with advanced analytics will stand the best chance of replicating success in these markets.

Market Overview—Marketing Automation Terminology

Before defining the market, a series of terms on which the market definitions depend are provided.
Vendor: This study refers to providers of MAS solutions as vendors.
Company/Licensee/Subscriber/End-user: These terms refer to any individual or business that purchases an MAS license from a vendor.
Customer: When a subscriber or licensee uses MAS to connect with an audience, “customer” refers to their clientele, patron, buyer, or consumer.
Visitor: A visitor is anyone who views content on an end-user’s Web site or through any other online form of collateral information.
Prospect: A prospect is a visitor who engages with the end-user’s content in some way.
Lead: A lead is a qualified prospect that shows potential interest in buying a product or a service from the end user (e.g., downloading a white paper or registering on the Web site).
Buyer Lifecycle: This is the path followed by a customer from product/service inquiry to purchase.
End-user Segmentation: This study categorizes small (up to X employees), mid-size (i.e., the SMB segment with X– employees), and large organizations or enterprises with more than Xemployees.

Market Overview—Marketing Automation Definition

MAS Market: Frost & Sullivan defines the MAS market as solutions that automate marketing and sales activities to drive revenue growth and empower organizations to make data-driven decisions. These solutions have emerged to align with the evolving customer engagement lifecycle. A customer engagement lifecycle is viewed as a funnel that generates interactive content to create awareness of a company’s offerings in order to acquire, engage, and retain customers, eventually enabling them to become advocates and/or influencers of a brand. MAS constitutes 1 or more of the 4 functions as shown in the exhibit and discussed in detail on the following slides.

Content Generation: This functionality encompasses the communication aspects of marketing that are central to delivery of content over multiple channels such as Web, emails, landing pages, forms, videos, webinars and podcasts. Content generation is an essential piece of the customer engagement lifecycle as it allows a company to establish relevant connections with existing or potential customers. It essentially consists of creating campaigns using a standard set of rules in order to send relevant communication to prospects and/or leads. In addition to campaign creation, a marketing automation solution may help with content creation by tracking visitor behaviours to a Web site, so it helps marketers detect the pulse of their audience and send strategic, personalized messages. Content generation helps target and acquire leads that show interest in a company’s product or service.

Lead Management: Lead management is the heart of MAS as it helps a marketer with fundamental marketing activities of lead generation and nurturing. MAS enables marketers to view prospect activities, extract information about their interaction with the company, create profiles, and manage marketing campaigns. Profile information helps marketers with lead segmentation while the execution of campaigns facilitates lead generation and lead nurturing. In addition, MAS has metrics that educate the marketer about the success of a campaign and help modify it based on the audience responses.

Marketing Analytics and Measurement: Studying the behaviour of visitors, known and unknown, is vital to any MAS functionality. Analytics allow lead tracking that empowers marketers to make sense of the enormous data the software collects. Lead monitoring is one of the most important activities for a marketer as it helps identify when a lead is ready to be passed on to sales for further action. Additionally, software with behavioural analytics generates information that empowers marketers to make decisions and determine which stage of the customer engagement lifecycle their leads are in. MAS tools also manage budget information and generate critical metrics related to marketing initiatives. Revenue management tools are quickly catching up as an integral part of MAS platform.

Sales Enablement: Lead scoring is a feature whereby leads are categorized by using sales-ready parameters. The leads scoring program in MAS qualifies the leads that reach a stage in which a follow-up might result in a transaction with the company This program enables a sales person to identify leads, review information about the leads’ online activities, and finally pursue them to take the next step in their buying cycle. A successful transaction results in lead conversion. Advanced MAS platforms offer real-time prospect monitoring to alert sales persons about behaviours that need immediate attention.

The above capabilities may overlap as different vendors have varying sets of features that perform the above functions. They are usually cyclic as leads go through various stages of the engagement lifecycle.

Key Questions This Study Will Answer

What factors drive growth for the MAS market? What is the forecasted growth rate?
How are the key vendors shaping the market?
What are the disruptive market trends? Where are the opportunities?
What are end users thinking, and what do they expect from an MAS platform?
Which geographies and verticals are ready for MAS solutions?
What are the key technology trends that will change the market landscape?

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