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Digest...
As I say, this result was totally unexpected, but it can still be explained with 20/20 hindsight. I might have expected more development of features for social, mobile, and content marketing, which are top-of-mind for many marketers today. But social and content marketing are mostly managed outside of marketing automation and mobile is mostly limited to ensuring messages are viewable on mobile devices. By contrast, analytics is something most marketers do want from their marketing automation system and an area where great improvements are still possible. So a clear-eyed understanding of how marketing automation is actually used, as opposed to what people are talking about, would have predicted analytics as the focus of vendor attention.
Other information based on VEST results includes:
• Industry growth remains on track to reach the $1.2 billion in 2014 vendor revenues estimated by Raab Associates in February, a 50% increase on 2013.
• Features are being added most aggressively by newer products including SimplyCast, SharpSpring, MindFire, and Microsoft Dynamics Marketing, which are filling in gaps in their offerings.
• Despite fast growth and new competitors, leading vendors in each segment defined by the report have remained the same. The segments are micro-business (under $5 million revenue, small and mid-size business ($5 to $500 million revenue) and large enterprise (over $500 million revenue). Vendor ratings are determined by a transparent scoring process, using the VEST data points and separate weights for each segment.
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Via Marteq
Go to July 2014 B2B Marketing Automation Vendor Selection Tool (VEST) to purchase the report.