Global Marketing Automation Software Market Marketing Automation Evolves into a True Cross-Channel Marketing Suite

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1 Global Marketing Automation Software Market Marketing Automation Evolves into a True Cross-Channel Marketing Suite April 2015

2 Contents Section Slide Number Executive Summary 3 Market Overview 10 Total MAS Market - External Challenges: Drivers and Restraints 24 Forecast and Trends 32 Pricing Analysis and Distribution Channel 45 Vertical Analysis 53 Market Share and Competitive Analysis 57 SMB Segment Analysis 68 Large Enterprise Segment Analysis 83 Technology Trends 96 Hot Company Watchlist 100 The Last Word 104 Appendix 108 2

3 Key Findings Marketing automation has proven to be a powerful marketing technology with tremendous growth, innovation, and adoption in the last year. In 2014, new vendors emerged while existing participants experienced continued growth; some recorded growth above market expectations. One of the key developing growth trends is that marketing automation (as a function) has moved beyond and the Web. Vendors have expanded functionality to provide a true cross-channel automation platform through tighter integrations with channels, such as mobile, social media, display advertising, and search. Several new vendors emerged in the mobile marketing automation and social marketing automation sectors. These are likely to be merged within enterprise marketing suites or more mature marketing automation platforms in the future. Marketing agencies (especially digital marketing agencies) are vehicles of global expansion. Agency partners are entry points for vendors in Asia-Pacific and Western and Eastern Europe to venture into local markets. Countries such as Australia, New Zealand, Japan, Singapore, Israel, Turkey, Germany, and France are starting to see adoption. 4

4 Key Findings (continued) Focus on professional services has increased multifold. Marketing automation has become established as a must-have marketing technology, as was predicted in Frost & Sullivan s 2013 report (Global Marketing Automation Software Market NCF8-01). In 2015, the focus is on developing the necessary support, training, and services for end users. Customers are keen on implementing best practices and identifying use cases that are applicable to their organizations. Vendors achieve this by expanding their own support staff or partnering with agencies offering marketing services. Another visible trend is the expansion of third-party application marketplaces. Vendors continue to expand third-party ecosystems to integrate several industry-specific solutions through Application Program Interfaces (APIs). The most popular third-party integrations are in the financial services, manufacturing, healthcare, and life sciences sectors. Eventual consolidation of marketing products will result from large enterprise solution providers acquiring new technologies to expand their marketing solutions and create a complete customer-engagement solution. Adobe, Salesforce, IBM, Oracle, and Teradata are the largest participants in this category. Marketing automation companies will be absorbed by larger marketing-cloud participants, marketing asset management companies, and content management companies in the next to years. 5

5 Key Findings (continued) The marketing automation software (MAS) market reached $ million in revenue in 2014, and is projected to reach $ billion by 2020 at a CAGR of %. The market has shown phenomenal growth in 2014, growing by % from Growth is mainly attributed to strong MAS demand from small and middle market companies. Advanced technology and business services continued as top verticals in Under-penetrated verticals such as manufacturing, financial services, healthcare, and retail have also shown impressive adoption rates. MAS vendors continue to enhance their feature sets. Analytics remains a top priority while CRM integration is considered crucial for smaller businesses. APAC will be the fastest growing market over the next to years. Although North America will drive most of the revenue due to market maturity and high prices, APAC will also be responsible for substantial revenue in terms of unit deployments. However, the overall market will be characterized by price sensitivity, thus limiting revenue potential towards the latter half of the forecast period. 6

6 Executive Summary Market Engineering Measurements Market Overview Total MAS Market: Market Engineering Measurements, Global, 2014 Market Stage Market Revenue Market Units Average Price Per Unit Market Size for Last Year of Study Period Growth $ M More than $ $ B (2014) (2014) (2020) Base Year Market Growth Rate Compound Annual Growth Rate Customer Price Sensitivity Degree of Technical Change Market Concentration % % % (CAGR, ) (scale:1 [Low] to 10 [High]) (scale:1 [Low] to 10 [High]) (% of market share held by top 3 companies) Decreasing Stable Increasing For a tabular version, click here. Note: All figures are rounded. The base year is

7 Executive Summary Market Engineering Measurements (continued) Competitor Overview Number of Competitors Number of Companies that Exited* Number of Companies that Entered* (active market competitors in 2014) Total Addressable Market Replacement Rate (2014) Attachment Rate (2014) Year (average period of license renewal) (average number of MAS licenses per end user in 2014) Decreasing Stable Increasing *Companies with revenue more than $2.0 million. Note: All figures are rounded. The base year is

8 Executive Summary CEO s Perspective 1 Continued acquisition and convergence is expected between 2015 and Marketing automation will start merging into a larger engagement marketing platform. 2 New vendors will be aggressively entering the market across all regions, prompting high price competitiveness. 3 MAS vendors will have to focus on increasing indirect sales through channel partners in under-served markets, such as Australia, New Zealand, and Western Europe to leverage immediate growth potential. 4 High innovation is expected in analytics, as vendors strive to offer more predictive tools to end users. 9

9 Marketing Automation Terminology Before defining the market, a series of terms used in market definitions has been provided. Vendor: This study refers to providers of MAS solutions as vendors. Company, licensee, subscriber, or end user: These terms refer to any individual or business that purchases a MAS license from a vendor. Customer: The term customer refers to the clientele, patrons, buyers, or consumers of a subscriber or licensee that uses MAS to connect with an audience. Visitor: A visitor is anyone who views content on an end user s Web site or through any other online form of collated information. Prospect: A prospect is a visitor who engages with the end user s content in some way. Lead: A lead is a qualified prospect that shows potential interest in buying a product or a service from the end user (e.g., downloading a white paper or registering on the Web site). Buyer lifecycle: This is the path followed by a customer from product or service inquiry, to purchase. End-user segmentation: This study has categorized the market into small (up to employees), medium (between and employees), and large organizations or enterprises with more than employees. SMB: Small and medium-sized businesses that have a maximum of employees. 11

10 Marketing Automation Definition Total MAS Market: MAS Functions, Global, 2014 Marketing Automation Solutions (MAS): MAS comprises platforms that automate marketing and sales activities to drive revenue growth and empower organizations to make data-driven decisions. MAS constitutes one or more of the four functions (as shown in the exhibit); these functions are discussed in detail in the following slides. 12

11 Market Overview Definitions Revenue: Market size is measured in terms of vendor revenue (only from licensing or subscription) in US dollars for the base year of Vendors provide different on-boarding and professional training services to support end users with software deployment; although these services account for a substantial portion of total vendor revenue, the report focuses on products. Revenue from professional services is not considered a part of individual vendor revenue or included in total market size. Additionally, revenue accrued by value-added resellers is not included in the market size, despite many MAS vendors having technology, consulting, and agency partners. Regions: The market is divided into three segments by region: North America and Latin America (NALA), Europe, the Middle East, and Africa (EMEA), and Asia-Pacific (APAC). Regions are divided along continental borders. For clarity (since some vendors use different regional boundaries), Australia, New Zealand, and India are counted within APAC, and Russia is included in EMEA. 16

12 Market Overview Definitions (continued) marketing software: Pure-play marketing solutions or Service Providers (ESPs) are not considered part of the MAS market. Marketing automation is meant to progressively send relevant, dynamic, and customized content based on the type of lead. marketing is also used to send information to prospects or leads; however, the fundamental difference in marketing is that each prospect receives the same content (or similar information) over a period of time. In marketing automation, the process is more targeted, and prospects are approached with personalized information based on their position in the buying cycle. 18

13 Market Overview Regions Covered Total MAS Market: Regions Covered, Global, 2014 APAC NALA EMEA 19

14 Market Overview Key Questions This Study Will Answer What factors drive MAS market growth; what is the anticipated growth rate? What are the implications of market consolidation? What is the impact of CRM vendors entering the MAS space? What is the scope for MAS in regions outside of its home market (North America)? What do the regional trends mean for MAS vendors? What are the current pricing trends? How is the price war affecting smaller vendors and how do they estimate the value-price of their products? What are the technical trends shaping product development of MAS? Will MAS continue to be a stand-alone market or will it become a feature of a larger digital marketing offering? 23

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