How much can a market really change in 12 months? If you’re talking about marketing automation, the answer is significantly! Over the last two months, I‘ve attended several dozen marketing automation vendor briefings with my colleagues Jason Hekl, Jen Horton, Jill Stanek and Jonathan Block in preparation for this year’s SiriusView – SiriusDecisions’ report on the marketing automation platform market. Through these briefings, plus inquiries with our client base, marketing conferences, client interviews and benchmark surveys, we’ve identified several ways the marketing automation space has evolved.
These changes include: Salesforce.com and Adobe entered the marketing automation market through acquisitions (ExactTarget/Pardot and Neolane); the percentage of b-to-b companies using marketing automation increased; and marketing automation capabilities proliferated (beyond emails and registration forms). In this post, I discuss changes of special note – three in the marketplace and three marketing automation platform features we consider most impactful:
Jay Famico is the Vice President of Client-Facing Technology at SiriusDecisions. He is a thought leader focused on helping companies gain maximum value from their investments in marketing programs and technology. Follow Jay on Twitter @JayFamico.