Interest In Marketing Automation Platforms Grows

Marketing automation has taken off, and a fair number of vendors continue to compete for clients.

According to a new report from TrustRadius, searches for the term “marketing automation” have increased 50% of the past year. TrustRadius -- a community of business software users -- saw a 25% increase in page views for marketing automation products, which is says is a “measure for how many people are running product evaluations,” from Q2 2014 to Q3 2014.

The most evaluated marketing automation platform on TrustRadius in Q3 was Hubspot, followed by Marketo, Pardot (Salesforce), Act-On, Eloqua (Oracle) and ExactTarget (Salesforce). Infusionsoft, Silverpop, IBM Unica and Adobe Neolane round out the top 10.

TrustRadius notes that Hubspot is “particularly strong among SMBs,” with 75% of its reviews coming from companies with fewer than 50 employees. Conversely, Marketo saw over half (55%) of its reviews come from companies with 51-500 employees.

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Hubspot, headquartered in Boston, a burgeoning tech hub, has been highlighted as a leader in the marketing automation space before, and its popularity continues to rise.

TrustRadius also measured the evaluation growth rate from Q2 to Q3 (comparing the number of evaluation made in Q3 compared to Q2). According to the results, Hubspot was the leader in that category as well, follow by Pardot and ExactTarget, both of which operate under Salesforce.

“It seems that the Salesforce.com acquisition of ExactTarget and Pardot has helped increase the level of interest in those products,” notes TrustRadius in the report.

Measuring the number of reviews a service receives is not the most scientific of experiments, and TrustRadius acknowledges that “there’s rarely a one-size-fits-all right choice for every company.” It added that “one key factor that distinguishes these products is for what size of company they are optimized.”

In other words, while Hubspot is receiving the most reviews, one must keep in mind that there are more SMBs -- which is Hubspot’s core audience -- than larger enterprises.

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