The State of Marketing Automation 2018



This is the second year in which Bold Digital Architects collaborates with SimilarTech to bring to you an extensive yearly report of the state of marketing automation. The main purpose of this report is to create an encompassing overview of the Marketing Automation technologies landscape in 2017.

 We’ve mapped out the key players in the arena, and how they dominate the market in comparison to other players. We’ve also identified the sub-players whom we think are worth keeping an eye on as they evolve and gain more market-share.

The research was conducted using SimilarTech’s SIP (Sales Insights Platform). They’ve made this possible by crawling and analysing the data that web technologies leave as a footprint on every website they are utilized in. Everyday, SimilarTech scan hundreds of millions of web and mobile web pages in order to track changes in web technology adoption across the internet. Pretty incredible,

Ready? Let’s dive in!

The report

  • What are Marketing Automation technologies?
  • An Overview of the Marketing Automation Landscape
  • The 6 dominant technologies
  • Marketing automation technologies to pay attention to
  • Market Distribution 2016 Vs. 2017
  • Market share per dominant technology
  • What industries use Marketing Automation?
  • Distribution per geolocation
  • “Companies who use this also use”
  • Summing things up

What are Marketing Automation technologies?

When we say marketing automation technologies we’re referring to softwares and technologies that enable marketers to collect data and automate marketing activities (such as sending emails, classifying leads, scheduling social media messages, and more) in order to:
Note that we did not include technologies that are laser focused on specific features. The research only includes technologies that provide a range of marketing automation features. For that reason, otherwise dominant technologies such as LiveRamp and OwnerIQ are not covered in this research.
1. help leads find their own path to a purchase
2. nurture leads
3. retain customers and reduce churn
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An Overview of the Marketing Automation Landscape

Overall, 2017 shows a rapid 297% growth in the adoption of marketing automation technologies. In 2017, 482,765 websites had marketing automation technologies installed on them. In 2017 the number grew to a whooping 1,920,643 websites.

While demand grew, supply of 34 technologies remained the same between 2016 to 2017.

however - there has been a shift within the power balance!Act-On who was one of the 6 dominant technologies in 2016 has been pushed aside by TowerData who is now one of the 6 dominators.

The 6 dominant technologies in 2017

The 6 dominant technologies are installed on 1,614,416 websites They hold 84% of the market share, which is 27% more market share than on 2016. Hence, their dominance grew from last year on the expense of other small technologies market share. Here they are (arranged alphabetically):

Marketing automation technologies to pay attention to

The following technologies have shown rapid growth during 2017 and are worth keeping an eye on:
Yearly revenue/ websites installing technology Beginning of 2017 End of 2017 Precent Change
RD Station 2,422 12,493 416%
SharpSpring 6,023 15,569 158%
adRom 8,314 14,279 72%
SmarterHQ 4,159 6,625 59%
Engage Sciences 1,094 1,716 57%
Walmeric 88 132 50%
Emarsys 14,781 21,979 49%

RD station and SharpSpring are two niche technologies that have shown dramatic growth during 2017. RD Station, who’s grown by 416% in one year, is a Brazil based digital marketing lead generation tool. Most of their customers are local. However they’re going to face tough competition as HubSpot have already also tapped into the Brazilian market in 2017 and have dramatically increased their growth there.

German automation tool adRom grew their user base by 72% during 2017. Interestingly enough, their user base is mostly US based.

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The “Other” technologies market share that was 43% in 2016 decreased to 16% in 2017. Technologies that were dominant last year got stronger this year by 2%-9%.

The result: the dominant technologies control more (and most) of the market.

The graph below shows the distribution change from 2016 to 2017

Market distribition change


Market share per dominant technology

  1. 1HubSpot remains the most popular technology, with a market share increase from 21% to 30%.
  2. 2Marketo grew their market share by 4% from 2016 making them step up a position from the third in 2016 to the second largest technology in 2017.
  3. 3With a 2% growth in market share, InfusionSoft were pushed by Marketo down to the third largest technology. Their market share is 13%.
  4. 4Pardot remains the fourth dominant technology, their market share grew by 3%.
  5. 5TowerData hold 9% of the market share. They’ve pushed Act-on from the fifth position outside of the top 6. In 2016 Act-on held 9% of the market share (Act-on now hold 2.8% of the market share).
  6. 6Eloqua which was relatively less dominant in 2016 with a 3% market share, hold 6% in 2017. That’s double in one year. Quite the leap.
The 6 dominant technologies have drastically decreased the market share of all other marketing automation technologies

What industries use marketing automation

Industry Count %
Business & Industry 155,968 35.50%
Internet & Telecom 37,470 8.553%
Computer & Electronics 29,625 6.74
Health 23,152 5.27%
Arts & Entertainment 31,253 7.11%
Career & Education 24,764 5.64
Shopping 31,185 7.10%
Pets & Animals 1,694 0.39%
Finance 15,361 3.49%
Sports Sports  8,616 1.96%
Travel 5,595 2.18%
People & Society 23,427 5.33%
Law & Government 4,590 1.04%
Industry Count %
Autos & Vehicles 9,133 2.08%
Food & Drink 6,173 1.41%
Beauty & Fitness 2,512 0.57%
Science 2,691 0.61%
Adult 5,791 1.32%
Recreation & Hobbies 1,265 0.29%
Games 1,820 0.41%
News & Media 10,928 2.49%
Home & Garden 749 0.17%
Books & Literature 740 0.17%
Reference 507 0.12%
Gambling 334 0.08%
Total 439,343 100%

No surprises in this arena. Marketing automation technologies are most popular among “Business & Industry” companies just as last year.

These companies include e-commerce, customer services, wholesale trade companies and more. It looks quite obvious that these companies tend to use more marketing automation tools which help them effectively organize their marketing efforts and automate repetitive tasks.

Distribution per geolocation

Country/ websites
installing technology
HubSpot Pardot Marketo Infusion Soft TowerData Eloqua
74,303 37,670 33,931 29,488 24,339 9,453
7,326 3,397 2,359 3,368 2,229 9 1,122
4,363 1,917 1,271 1,925 1,064 636
3,141 1,863 2,488 2,324 598 911

Hubspot is the clear leader in the US, UK, Canada and Australia.

Here’s a further breakdown per geolocation:

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It appears that though HubSpot’s overall market share grew in 2017, their market share in the US decreased by 6%. In the same spirit, Marketo’s US market share dropped by 14%

Who’s enjoying this? Infusionsoft and Eloqua each grew their US market share by 3%




Of the 6 dominant technologies only Eloqua and Pardot grew their UK market share in 2017. They each grew their share by 2%. All other technologies reduced their share. Hubspot reduced its share by 12%, Infusionsoft reduced its share by 5% and Infusionsoft reduced its share by 5%.

Under “other” technologies it’s interesting to note that SharpSpring grew their UK market share 198% in 2017




In Canada, Hubspot decreased their market share by 14% and Marketo by 5%. Eloqua grew their Canadian market share by 3%. Infusionsoft and Pardot each grew their market share by 2% .




In Australia, Hubspot lost 3% of their market share, Marketo lost 13% and InfusionSoft lost 6%. Pardot and Eloqua grew their market share by 7% and 3% respectively

In Australia as in the UK, under “other” technologies, emerging ones to pay attention to are SharpSpring who grew their market share by 239% in 2017, adRom which grew their share by 66% and emarsys by 48%.

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At this stage you might be wondering how come HubSpot and Marketo are still leading the global market despite losing market shares in very dominant locations.

The answer is that HubSpot has dramatically grown their market share in the following markets












In many other countries we see growth that is sometimes less dramatic but clearly seen.
As per Marketo:



(in 2016 they only had 6 users so the leap isn’t as impressive as first seen but it’s still worth noting)







Here’s a further breakdown of each technologies’ marketshare per geolocations

Country/ websites
installing technology
United States 74,303
United Kingdom 7,326
Canada 4,363
India 42,88
Brazil 3928
Australia 3148
Country/ websites
installing technology
United States 37,670
japan 4272
United Kingdom 3,397
Canada 1917
Australia 1,863
France 1593
Country/ websites
installing technology
United States 33,931
Japan 3,356
Australia 2,488
United Kingdom 2359
India 1,305
canada 1,271
Country/ websites
installing technology
United States 29,488
United Kingdom 3,368
Australia 2,324
Brazil 2,230
Canada 1,925
India 1,064
Country/ websites
installing technology
United States 24,339
France 6,952
United Kingdom 2,229
Spain 2,155
Brazil 2,065
Italy 1,646
Country/ websites
installing technology
United States 9,453
United Kingdom 1,122
Australia 911
Japan 868
France 641
Germany 640

Among non-english speaking countries there doesn’t appear to be one dominant player overall. Japan appears to be adopting marketing automation technologies even more than english speaking countries such as Canada and Australia

Here is the overall Japanese market distribution in 2017

Technology Websites %
Pardot 4,272 37%
Marketo 3356 29%
Hubspot 1,804 16%
Eloqua 868 8%
TowerData 2868 6%
Infusionsoft 129 113%
adRom 118 1.03%
SmarterHQ 118 0.59%
Emarsys 48 0.42%
Bronto 29 0.25%
SharpSpring 19 0.17%
Leadsius 14 0.12%
SALESmango 10 0.09%
Ontraport 9 0.08%
Engage Sciences 8 0.07%
Net-Results 7 0.06%
ClearSlide 5 0.04%
Total 11,450  
Pardot, Marketo and HubSpot have identified this opportunity and have all opened offices in Japan. Looks like this is paying off. In general, non-english speaking countries might pose a greenfield opportunity for the smaller of the 34 technologies.
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“Companies who use this also use”


The correlating technologies that seem to typically go hand in hand with the marketing automation technologies are mostly adtech oriented. Companies using marketing automation look to amplify their automation by generating paid traffic and tracking it.

Many of the automation technologies are aware of their users core needs to drive traffic, measure it and create a meaningful business impact. They’re therefore offering a myriad of reporting add-ons and tracking solutions aimed at helping their users gain a broad picture.

The State of Marketing Automation 2018 summary_20180927_163101037
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