Approximately 20 percent of b-to-b companies have already purchased and implemented a MAP; we expect this to rise to nearly 50 percent by the end of 2015.
Wilton, CT (PRWEB) January 17, 2013
SiriusDecisions published today a new research study for its clients that compares the leading vendors within the business-to-business (b-to-b) marketing automation platform (MAP) space. The report covers a dozen leading MAP providers, scoring each of them across multiple dimensions. It is designed to help b-to-b organizations evaluate all aspects of vendors’ MAP offerings and capabilities, and streamline the vendor selection process.
SiriusDecisions defines MAPs as technology solutions that automate demand creation programs within a new or existing customer base. Key MAP functionality includes the development and execution of outbound and inbound marketing tactics (e.g. emails, landing pages, online registration forms) and assuring the optimal distribution and management of the leads that result from these tactics.
“The MAP market has grown steadily in the small and medium-sized business segment in recent years and is now poised for accelerated growth within the enterprise space,” says Jonathan Block, SiriusDecisions’ vice president and practice director, technology. “Oracle’s recent acquisition of Eloqua is a prime indication of the strong growth outlook for this market. We estimate the potential worldwide b-to-b MAP market to be approximately $3 billion. Approximately 20 percent of b-to-b companies have already purchased and implemented a MAP; we expect this to rise to nearly 50 percent by the end of 2015.”
The newly published SiriusView™ for MAPs includes the following leading providers: Act-On, Aprimo, Eloqua, eTrigue, IBM Unica, LoopFuse, Marketo, Neolane, Pardot, Sales Engine International, Silverpop and TreeHouse.
“SiriusView™: Marketing Automation Platforms” is the first in a series of SiriusView™ reports scheduled for publication in upcoming months. Each SiriusView™ will provide a comparative view of the leading vendors in a b-to-b technology category, based on the proprietary SiriusIndicator™ rating methodology. Technology providers are evaluated based on briefings and demos (including specific use cases requested by SiriusDecisions), in-depth surveys, interviews with select customers, SiriusDecisions’ hands-on use of the tool, and data and information from client inquiries and benchmarks.
“Our goal is to enable our clients to accurately select the b-to-b technology vendors that can best provide the capabilities they need today as well as contribute to a sustainable, successful relationship over time,” notes John Neeson, SiriusDecisions’ managing director and co-founder. “The SiriusIndicator™ and SiriusView™ enhance our coverage of vendors to provide a comparative perspective on the leading vendors in a particular market space.”
SiriusDecisions has identified more than 20 major technology categories within four areas (reputation, demand, sales, operations) that b-to-b organizations must leverage to drive functional alignment and integration. Upcoming SiriusView™ topics include marketing resource management, channel marketing management, social media management and sales force automation
SiriusDecisions (http://www.siriusdecisions.com) helps business-to-business companies worldwide improve sales and marketing effectiveness. Management teams make more informed business decisions through access to our industry analysts, best practice research, benchmark data, peer networks, events and continuous learning courses. SiriusDecisions has offices in London, Montreal, San Francisco and Wilton, CT.