Usual Suspects Top New Marketing Automation List

There have been a slew of recent reports ranking marketing automation software providers, and Hubspot checks in at or near the top in each of them. A new report from TrustRadius is no different: Hubspot is named as the software of choice amongst small businesses.

While there are no connecting threads between the three reports (G2 Crowd and VentureBeat being the others who have recently released similar lists), the fact there have been a handful of such lists in a short amount of time is telling.

TrustRadius is a community of business software users, and its list differs from the others in that it scores the marketing automation products for small businesses, midsize companies and large enterprises.

“There are very few products which are truly one-size-fits-all," stated Vinay Bhagat, CEO of TrustRadius. "A small business has radically different requirements than those of a billion-dollar enterprise."

As previously noted, HubSpot topped the small business list with an impressive customer satisfaction score of 4.8 out of 5. Act-On checked in at No. 2 with a rating of 4.7 out of 5, and Infusionsoft had a rating of 4.3. Other providers including eTrigue, Marketo, Pardot and Silverpop had “high user satisfaction” among small businesses but were used by “a smaller proportion.”

The report also estimates how much focus each software provider puts on each of the three respective business sizes. For example, TrustRadius says just under 70% of Hubspot's focus is on small business users, while nearly all (96%) of Infusionsoft's is. Just over half of Act-On's focus is estimated to be on small businesses.

In the midsize category, Marketo tops the list with a rating of 4.2, followed by Salesforce’s Pardot with a rating of 4.0. TrustRadius names Act-On, Eloqua and Hubspot as highly-rated products for mid-sized companies used by a smaller proportion. TrustRadius estimates that 60% of Marketo's focus is on midsized businesses and 58% of Pardot's is.

For enterprises, Oracle’s Eloqua (4.4 rating) is highlighted as the best product. Eloqua also dominates in terms of focus on enterprises (59%). For comparison, Pardot (21%) and Marketo (15%) are estimated to have much less of a focus on the larger companies. Pardot, Marketo, Act-On and Hubspot were in the highly-rated/smaller proportion category amongst enterprises.

TrustRadius gathered the data from nearly 400 reviews; the report also shares data from over 10,000 individual product comparisons made by TrustRadius community members. The ratings are derived from the average “Lkelihood to Recommend” score given by customers.

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