30-second summary:
We provide five examples of enterprise-level providers of marketing automation solutions including industry case studies.
Each of these companies are leaders in marketing automation, with enterprise businesses (and, in some cases, SMBs) benefiting from their platforms, solutions, and technology.
This list is not inclusive of every enterprise-level provider, but is meant to present an overview of best-in-class tools that exist in the market today, including tangible examples of how organizations are using them to improve their marketing, sales, and customer experience initiatives.
It’s marketing automation week at ClickZ, and as part of our coverage of this game-changing technology, we’ve compiled a list of the top five enterprise-level solutions based on market share.
The global marketing automation software market was $2.4 billion in 2019 and is expected to reach over $6.8 billion by 2026.
Social Media Today’s 2019 State of Marketing Automation survey revealed that two-thirds of marketers are currently using at least one type of marketing automation tool, while a Salesforce survey found that 67% of marketing leaders currently use a marketing automation platform.
There are a range of marketing automation tools, platforms, and solutions available that comprise the marketing automation landscape. Our focus when compiling this list was on the HubSpots and Adobes of the world. That is, large-scale marketing automation platforms that cater (mostly) to enterprise-level businesses.
What is marketing automation software?
Any tool that helps streamline your marketing processes is considered marketing automation software. It’s software that makes it easier to manage marketing-related tasks—launch campaigns, generate leads, keep track of ad creative, and monitor results (to name a few examples). Enterprise-level marketing automation software comes with many bells and whistles.
Typical features include:
Lead management tools to help identify prospects, capture leads, and track potential buyers
Segmentation features that use your customer and prospect data to create targeted segments for creating personalized content and targeting ads
Integrations with other tools like CRM and CDP platforms, ad platforms like Google and Facebook ads, and website analytics software
Email marketing features for creating, scheduling, tracking, and optimizing email campaigns
Social media management for automating social media marketing tasks, social listening, creating, scheduling, and posting social content, and responding to customer/prospect requests on social
Robust analytics and reporting features that collect, analyze, and monitor campaign data and make it accessible (and actionable) to multiple teams
Other important features include (but aren’t limited to) ease of use/usability, security including role-based access to the platform, and vendor support.
To compile our list of 7 marketing tools, we used the following methodology:
We sorted the tools by market share (using Statista’s latest data to compile the initial list).
We looked at annual revenue for each company, based on data available to the public from websites like Owler and Zoomdata.
The provider consistently shows up as “best in class” for marketing automation software on industry lists.
The provider’s technology caters to enterprise-level businesses.
Spoiler alert: here are the top ten marketing automation solutions based on market share as of July 2020, according to Statista:
Source: Statista
Now, for the list.
#1: Hubspot Marketing Hub
What is it?
With a market share of 26%, twice as high as its closest competitor, HubSpot reigns supreme as the top marketing automation platform. That’s at least in part due to the flexibility in pricing which ranges from free to $3200/month (enterprise).
Hubspot Marketing Hub is a suite of tools and data rolled into one platform. Its wide range of features include a fully integrated blogging platform, SEO tools, ad tracking and management, social media automation, video hosting/creation/management, and even a live chat feature with built-in bots that help qualify leads.
A few enterprise-level Marketing Hub clients include Airstream, Casio, Trello, and SurveyMonkey.
Industry case study
Airstream, a manufacturer of travel trailers and touring coaches, used HubSpot Marketing Hub to generate nearly 80% more leads. They focused on the buying journey, using HubSpot’s CRM tie-in with Marketing Hub to create targeted content on Facebook, using an integrated tool, Facebook Lead Ads in HubSpot.
This targeted approach, which relied on the deeply integrated nature of HubSpot CRM and HubSpot Marketing Hub, enabled Airstream to increase leads by 78% while simultaneously decreasing the cost per lead by 44%.
#2: Adobe Marketing Cloud (a.k.a. Adobe Experience Cloud)
What is it?
Next in line behind HubSpot is Adobe’s entry into the marketing automation game, Adobe Experience Cloud which includes an integrated CDP.
Experience Cloud is a (dizzying) collection of robust software that includes analytics, audience management, automated campaign management, content delivery and personalization, search/display/social ad management, and more. This software is not for the faint of heart. Clients include Land Rover, Sanofi, and Lenovo.
Industry case study
With over 50,000 employees and operations in 180 markets, Lenovo needed a robust tool to help facilitate their e-commerce strategy. They used Adobe’s suite of marketing and experience tools to create data-driven campaigns with personalized messaging that incorporated audience identification and targeting across the customer journey.
The integration of their own customer data, which helped them identify target audiences, analytics, AI/Machine learning, and the ability to quickly refine their content and targeting, helped Lenovo achieve a 53% increase in content volume and a 12.5% increase in sales, while saving them $11 million in marketing costs.
#3 Oracle CX Marketing
What is it?
Oracle CX Marketing is a close competitor to Adobe with a staggering portfolio of features and tools (all of it cloud-based) that includes solutions for lead management, targeting and segmentation, content and data management, cross-channel campaign management (and on and on).
CX Marketing enjoys a market share of about 9%, with customers that include Comcast, Samsung, Joann, and Morningstar. Like most enterprise-sized platforms, Oracle CX Marketing is not one tool—it’s many, based on a cloud infrastructure meant to provide end-to-end digital marketing solutions for large enterprises.
Industry case study
eSignature provider DocuSign, a company with hundreds of thousands of customers, needed a way to tailor its marketing messaging and targeting to a range of different customer profiles.
DocuSign used Oracle’s AI-driven campaign management platform Eloqua to create tailored campaigns for specific customers, analyze user paths from prospect to purchase, and maintain privacy compliance regulations with Eloqua’s built-in security capabilities.
#4 Salesforce Pardot
What is it?
Pardot is Salesforce’s entry into the ABM space. A B2B marketing automation platform, Pardot provides one central location for businesses to manage and monitor all marketing and sales activities.
Pardot tracks prospects as they move through the sales pipeline and includes tools to manage the entire lifecycle of a lead. Marketing automation features include AI-driven lead management and generation, email marketing, sales alignment, reporting/analytics, ABM/sales enablement, and content automation/messaging.
Industry case study
Stanley Black & Decker (SBD) is an 11-billion-dollar manufacturer of tools, storage, and security productsd. They sell franchises too, serving retailers as well as the industrial marketplace. SBD needed technology to help them engage with end users across the entire buying cycle.
They also wanted to shift from sales-focused to solutions-focused messaging and for this they needed to better understand their user base.
SBD used Pardot’s customer segmentation technology to gain the insight they needed to customize their marketing content, creating dynamic landing pages on the fly, targeted lists for sales, and aligning sales and marketing teams to formulate a better growth strategy.
Since implementing Pardot, SBD has seen an increase in market share, a 30% reduction in sales cycle length for their industrial storage business in the first year, and identified 34% of qualified leads in their database.
#5 Active Campaign
What is it?
Active Campaign is an integrated marketing automation platform for businesses of all sizes, including enterprise customers.
Features are focused on customer experience and marketing automation including email marketing, sales automation, and campaign automation. Pricing is aimed at attracting the SMB customer, with plans starting at $9/month and enterprise packages starting at $229/month.
The more robust packages include CRM and sales automation features, landing page creation, custom audience creation, integrations, SMS marketing, and AI/Machine Learning capabilities.
Industry case study
Koia, a beverage company that makes healthy plant-based drinks, needed a more robust email marketing solution than the one they were using. The goal was to create content targeted to customer and prospect interests and demographics while giving added insight and visibility about their subscribers to their sales and marketing teams.
Koia created a gamified loyalty program using Active Campaign that leveraged dynamic segmentation to send personalized messages based on various subscriber signals (hobbies, locations, and store preference).
The campaign, which is still going strong, generates 10K new emails each month. It’s also reduced the cost to acquire a new customer by 65% and increased online sales by 92% in three months.
Want more marketing automation?
We’re focusing on marketing automation this week, with our upcoming Marketing Innovation Forum dedicated to the topic. The a virtual three hour event is scheduled for October 22, 2020, and begins at 11 am EST.
You can also delve deeper into the to players in marketing automation via our list of top twenty marketing automation companies (if you dare), read about why CRM and automation platforms are a perfect pair and learn how to choose the right marketing automation software for your business.
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