Report: Marketing Automation Vendors Make Analytics A Priority

research image genericBetter analytics are at the top of the agenda for marketing automation vendors, according to latest research report by Raab Associates.

The July 2014 B2B Marketing Automation Vendor Selection Tool (VEST) report shows that nearly half of features upgraded by marketing automation vendors in the past year relate to analytics, including customer analysis, content analysis, and lead scoring.  By contrast, content marketing, social media and mobile platforms each accounted for fewer than 10% of the upgrades.

The report is designed to build “fitness scores” that show which offerings are the most suitable for organizations based on their size. The report calculated the number of vendors who had upgraded their score on each feature covered in the report in the past six months.  Analytics features accounted for 44% of the features upgraded by two or more vendors and 58% features upgraded by three or more vendors.

“With more than 200 data points on 25 B2B marketing automation systems, the VEST gives a uniquely comprehensive view of the industry,” said Raab Associates Principal David Raab.  “Comparing results over time offers still deeper insight into how vendors are reacting to marketers’ requirements.”

Other stats include:

  • Industry growth remains on track to reach the $1.2 billion in 2014, a 50% increase since 2013;
  • Features are being added most aggressively by newer solution providers,aiming to fill gaps in their offerings; and
  • Leading vendors in the micro-business, small and mid-size business and large enterprise segments have stayed the same, despite rapid growth in competition.


Click here for a full copy of the report.