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Are You Paying Too Much for Your Marketing Automation?

April 23, 2014 | By Jill Stanek

The recently published “SiriusView: Marketing Automation Platforms 2014” shows each vendor’s list price for the platform. You will see a comparison of MAP vendors in this post

The amount of money that b-to-b organizations spend on a marketing automation platform can vary widely. How much does each of the major vendors charge for its platform? Our recently published “SiriusView: Marketing Automation Platforms 2014” lists each vendor’s list price for the platform at the 100,000-contact level and the 250,000-contact level.

We selected the 100,000-contact band and 250,000-contact band because they are representative of what we see most commonly requested; however, your organization may require a lower or higher number of database contacts.

Among the vendors we covered, monthly costs for 100,000 contacts ranged from $1,750 to $4,500, or approximately $0.02 to $0.05 per contact. Monthly costs for 250,000 contacts ranged from $2,700 to $5,400, or $0.01 to $0.02 per contact. (See the graph for full pricing information.)

While we have also represented the 100,000-contact band from smallest to largest, the 250,000-contact band reveals much more price variation. In both bands, some of cost differences among vendors can be attributed to functionality and the vendor’s ability to scale, while others can be explained by pricing and negotiation strategy.

marketing automation

Note: Pricing for Marketo has been updated since initial publication. The vendor originally provided pricing for its Select edition and has since updated the information to reflect pricing for its Standard edition.

Jill Stanek

Jill Stanek is an Analyst in the Technology and Services practice at SiriusDecisions. She brings 15-plus years of experience in information technology, software and research advisory services, including business development, account management, sales, sales operations, pre-sales engineering and systems specialist roles. Follow Jill on Twitter @jschneid18.

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