Results from the 2014 Marketing Automation Survey. TrustRadius members and site visitors were asked to participate in the 2014 CRO survey to understand their tool usage and spend on Marketing Automation software. The key results are included in this presentation.

1. Marketing Automation Software:
A Benchmark Survey into Usage & Spend
Includes bonus data on fastest growing MA software products
November 2014

2. Introduction
Marketing Automation is an exciting, fast-growing market. Google searches for "Marketing Automation” have increased about 50% over the last year. Vendors are growing at a rapid pace& the market has also seen several high-profile acquisitions
TrustRadius members and site visitors were asked to participate in the 2014 Marketing Automation surveyto understand their annual software expenditure and usage of key features. The results are included in this presentation
Earlier this year, we published A Buyer’s Guide to Marketing Automation designed to help marketers navigate and select the right software based upon their context (small businesses, mid-size companies & enterprises). Download the free guide >>
About TrustRadius
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3. Demographics of Survey Respondents
Findings are based on 169 responses from users of Marketing Automation software distributed across small through very large enterprises
37%
34%
12%
17%
1-50
51-500
501-5,000
>5,000
Number of Employees

4. 2014 Marketing Automation Survey -Key Findings
Core marketing automation (MA) features are used widely across companies. Lead management/scoring is used less than other features, except in very large companies
94%of companies across all segments use email marketing functionalities
93%of very large enterprises (>5,000 employees) use lead management/scoring capabilities compared to 73% of small businesses (1-50 employees)
Annual expenditure on MA software is closely aligned to company size
65% of small businesses spend less than $12,000 per year
90% of mid-size companies spend between $12,000 and $60,000
57% of large enterprises (501-5,000 employees) spend more than $60,000
86% of very large enterprises (>5,000 employees) spend more than $60,000
… and database size
78% of respondents with less than 5,000 contacts spend less than $12,000 per year
61% of respondents with 5,001 –50,000 contacts spend between $12,000 and $60,000
57%of respondents with more than 50,000 contacts spend more than $60,000
84% of respondents with more than 250,000 contacts spend more than $60,000

5. Marketing Automation Feature Usage
50%
55%
60%
65%
70%
75%
80%
85%
90%
95%
100%
1-50
51-500
501-5000
>5000
Email Marketing and email management
Landing page creation and customization
Lead management and scoring
Reporting & Analytics
Core marketing automation features are widely used across companies. Lead management/scoring is used less except in very large companies

6. Annual Expenditure by Company Size
Not surprisingly, annual expenditure on Marketing Automation software correlates to company size
$1 to $12,000
$1 to $12,000
$1 to $12,000
$12,001 to $60,000
$12,001 to $60,000
$12,001 to $60,000
$12,001 to $60,000
>$60,000
>$60,000
>$60,000
>$60,000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-50
51-500
501-5000
>5000
Company size (employees)

7. Annual Expenditure by Database Size
.. it also aligns closely with database size
$1 to $12,000
$1 to $12,000
$1 to $12,000
$12,001 to $60,000
$12,001 to $60,000
$12,001 to $60,000
$12,001 to $60,000
>$60,000
>$60,000
>$60,000
>$60,000
0%
20%
40%
60%
80%
100%
Fewer than 5,000 contacts
Between 5,001 and 50,000 contacts
Between 50,001 and 250,000 contacts
Above 250,000 contacts

8. Company Size vs. Marketing Database Size
Database size generally correlates to company size (employees)
<5,000
<5,000
<5,000
5,001 -50,000
5,001 -50,000
5,001 -50,000
5,001 -50,000
50,001 -250,000
50,001 -250,000
50,001 -250,000
50,001 -250,000
> 250,000
> 250,000
> 250,000
> 250,000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1-50
51-500
501-5000
5001+
Company size (employees)

9. Bonus Data: Top 10 Fastest Growing MA Platforms
Using evaluation frequency on TrustRadius as a proxy, the fastest growing marketing automation products in Q3 2014 were HubSpot and Marketo, followed by Pardot, Act-On and Eloqua

10. Download FREEBuyer’s Guide to Marketing Automation Software>> Compare pros & cons of Top Rated vendors based on 400+ in-depth reviewsand user ratings
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