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World Marketing Automation Software Market
Frost & Sullivan, May 2011, Pages: 43
This research covers the world marketing automation software market, examining drivers and restraints for growth, pricing, technology, demand, and trends. Growth by region is forecasted, and demand analysis by industry vertical and customer size are provided. An analysis of the competitive structure including vendors' market shares is performed, along with detailed profiles of the key vendors in the industry. The base year is 2010 with forecasts through 2017.
This research service titled World Marketing Automation Software Market provides an analysis of the key market drivers and restraints. The study examines pricing and technology trends, as well as analyses demand based on deployment sizes and vertical segments. It also provides a competitive analysis of vendors operating in this domain and offers a revenue forecast by geographic region as well as for the global market.
Ramped up Functionality of Marketing Automation Software Stokes Demand across Geographies and Industry Verticals
The marketing automation software market will continue to demonstrate solid growth across key verticals including high-technology products and services. Customers in industries including financial services, healthcare/life sciences, and retail, among others, will increasingly deploy marketing automation to drive greater efficiency in acquiring and managing prospective customers. As the functionality of solutions continues to expand and the global economy stabilizes, marketing automation software will gain greater traction among customers previously reluctant to deploy these solutions due to budgetary restrictions. “The marketing automation software market consists of vendors that offer solutions for different company sizes as well as at varying price points,” notes the analyst of this research service. “Marketing automation vendors are increasingly offering a variety of software options, including light versions, which are an attractive option for customers with limited technology budgets.”
Some solutions can be deployed for as low as $ 2,400 per year. This enables small to midsize companies to gain greater efficiency in next generation leadership and management. In the near future, the market is expected to grow year on year, as marketing automation software vendors gain traction with potential small and midsize business customers, and consistently sign new enterprise clients. This growth phase will continue at a healthy pace in North America and Latin America (NALA), will steadily increase in Europe, the Middle East and Africa (EMEA), and will flourish in Asia Pacific (APAC).
Competitive Price, Scalability, and Reliability Sway Purchase Decisions
Many customers that purchase marketing automation software are first time buyers that are upgrading email automation solutions as well as other limited technologies. As a result, customers that have not defined clear strategies for how they will leverage their marketing automation deployment may not realize the full benefits of their technology. “Customers may experience difficulties in user adoption if they have changed internal processes without a well-articulated roll-out plan,” says the analyst. “In addition to delays in the deployment cycle, many customers become disillusioned with deployment if they cannot effectively leverage the solution’s functionality.”
Customers that are cognizant of current pain-points as well as goals prior to the software selection process are more likely to achieve successful marketing automation deployment. Evaluation of solutions that offer the right mix of features and integrate with existing technologies, aids in ensuring an appropriate fit. Potential customers should carefully consider the functionality of each solution prior to deployment. Deciding what is a nice to have feature versus a must-have one enables customers to meet enterprise requirements. Pricing, ease of use, customer relationship management (CRM), third party software integration, scalability and reliability are competitive factors, which impact customer buy-in decisions. Although pricing remains a critical factor in a purchase decision, functionality and integration with a company's existing CRM remain critical to potential customers.
Introduction:
Frost & Sullivan defines marketing automation software as solutions that automate processes integral to lead identification, qualification, and management. The three stages inherent to a solution include:Lead identification - Prospective leads are identified as they engage with company's website as well as available content. This may include: visiting individual product web pages, completing surveys or forms, as well as registering for resources and events.
- Lead management - After a lead has been identified, the level of engagement with a prospect is customized on the basis of customer needs as well as preference. Messaging directed at a lead reflects these needs and can evolve over time on the basis of customer preferences.
- Reporting and Analytics - Messaging effectiveness can be monitored and analyzed on the basis of click-through and conversion rates. High level insight can assist a company's key decision makers in current and future marketing decisions.
This research includes an analysis of the key drivers and restraints to market growth for the marketing automation software market; market, pricing, and technology trends; demand analysis on the basis of deployment size and vertical segment; competitive analysis of vendors comprising the marketing automation software market; and revenue forecasts by geographic regions as well as for the global market.
Marketing automation is widely used across customer verticals including technology products and services, financial services, healthcare/life sciences, retail, amongst others. In addition, three customer brackets defined on the basis of deployment scale include:
- Small Business - A company with less than 100 full-time employees (FTE)
- Mid-size Business - A company with more than 100 and less than 500 FTE
- Enterprise - A company with more than 500 FTE
To further refine the market definition for the marketing automation software market, Frost & Sullivan excludes vendors comprising the marketing process optimization solutions market (MPOS). Frost & Sullivan defines the MPOS market as a value chain of integrated software that offer marketing departments the ability to execute marketing functions including: planning, creation of print and digital marketing collateral, campaign and workflow
management, bench marking, marketing automation, analytics, and social media integration. Although, many MPOS include marketing automation functionality, the extended functionality of solutions place them in a category separate to pure play marketing automation software. Frost & Sullivan Research service N852 evaluates the 2010 World Marketing Process Optimization Solutions Market.
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