The marketing automation has been growing at an explosive rate for the past few years, but a new report from a leading analyst firm indicates the category’s growth may have hit a speed bump. New research from Raab Associates projects the BtoB marketing automation industry will reach $325 million revenue in 2011.
While this represents more than a 50% increase over 2010, it is still somewhat of a dip in the curve after revenue in the category had doubled in the previous year.
“Industry growth is strong, even though the percentage increase is lower because it comes on a higher base,” said Raab Associates Principal David Raab. “We’re a bit concerned because the net number of new installations seems to have dropped compared with the previous six months. There’s a risk that growth will stall if vendors cannot sell outside of the high tech industry and business services industries, which still compromise the bulk of BtoB marketing automation clients.”