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!
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.
|Yearly revenue/ websites installing technology||Beginning of 2017||End of 2017||Precent Change|
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.
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
|Business & Industry||155,968||35.50%|
|Internet & Telecom||37,470||8.553%|
|Computer & Electronics||29,625||6.74|
|Arts & Entertainment||31,253||7.11%|
|Career & Education||24,764||5.64|
|Pets & Animals||1,694||0.39%|
|Sports||5,361 3.50% Sports 8,616||1.96%|
|People & Society||23,427||5.33%|
|Law & Government||4,590||1.04%|
|Autos & Vehicles||9,133||2.08%|
|Food & Drink||6,173||1.41%|
|Beauty & Fitness||2,512||0.57%|
|Recreation & Hobbies||1,265||0.29%|
|News & Media||10,928||2.49%|
|Home & Garden||749||0.17%|
|Books & Literature||740||0.17%|
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.
Hubspot is the clear leader in the US, UK, Canada and Australia.
Here’s a further breakdown per geolocation:
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%.
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:
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
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.