TrustRadius 2015 Marketing Automation Feature Report

Marketing Automation
Software Feature Report

First Published May 2015
2015 TrustRadius. All rights reserved. Reproduction or sharing of this publication in any form without prior written permission is strictly prohibited.
Table of Contents
About this Report........................................................................................................................................3
Product Comparison Charts........................................................................................................................5
Act-On............................................................................................................................................................8
Hatchbuck.................................................................................................................................................. 13
HubSpot...................................................................................................................................................... 17
Marketo...................................................................................................................................................... 22
Pardot......................................................................................................................................................... 27
Marketing Automation Feature Definitions............................................................................................ 32
2015 TrustRadius. All rights reserved. Reproduction or sharing of this publication in any form without TrustRadius prior written permission is strictly prohibited. For information on reprints, please contact licensing@trustradius.com. TrustRadius is a trademark
of T-Radius Holdings, Inc. All other trademarks are the property of their respective owners. The information contained in this publication has been obtained from sources believed to be reliable. TrustRadius disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of TrustRadius research organization and should not be construed as statements of fact. The opinions
expressed herein are subject to change without notice.
Page 2 of 34
TrustRadius Inc. 2015
About this Report

The report is intended to help prospective marketing automation software buyers make a more informed product selection based on which
features are most important to them. The report compares end-user satisfaction ratings across 25 features of five marketing automation
software products. Features assessed include email marketing, lead management, and social media marketing capabilities, as well as reporting
and analytics and platform attributes such as customizability and CRM integration.
The ratings in this report come from end users of each software product (rather than individuals who have used and compared all of the
products). Because the profiles and use cases of those end users may vary across products, feature ratings are not necessarily directly
comparable product to product. Usually software products that are used in more complex ways are more harshly rated, so its important not to
compare feature ratings across products at face value. Feature ratings are merely indicators of strengths and areas of improvement for a single
product by its customer base.
For that reason, the report also includes important demographic information such as company size and email list size of the vendors customers
who have written reviews on TrustRadius. These factors indicate the complexity and scale of each vendors user base.
Products featured in this report are:
Act-On
Hatchbuck
HubSpot
Marketo
Pardot
For a software product to be included in this report, at least 10 individuals must have rated its features on TrustRadius.
Page 3 of 34
Data Quality
Information in this report is based solely on data collected from authenticated end-users of marketing automation software products with no
influence by software vendors or individual analyst biases.
Feature ratings were collected from end users who contributed reviews of the products on TrustRadius. All reviewers must authenticate using
their LinkedIn profile, and a TrustRadius team member checks every review to ensure its genuine and meets our criteria: the reviewer must have
actually used the product (not just seen a demo); the reviewer does not and has not ever worked for the vendor or its competitors; the product
has been used in the last 6 months; the review is substantive and not simply an advertorial or an unhelpful, personal venting or vendetta. We
also strive to ensure reviews are representative of the customer base; the vast majority of reviews are sourced independently of vendors.
Page 4 of 34
Product Comparison Charts

PRODUCT
SEGMENT
CUSTOMER
NAMEDEMOGRAPHICS* FOCUS*
TALENT MANAGEMENT CAPABILITIES
Email List Size

<10k contacts
10k-25k contacts
25k-100k contacts
100k-250k contacts
250k-1m contacts
1m-5m contacts
>5m contacts
<10k 10k 25k 100k 250k 1m >5m
<10k 10k 25k 100k 250k 1m >5m
<10k 10k 25k 100k 250k 1m >5m
<10k 10k 25k 100k 250k 1m >5m
<10k 10k 25k 100k 250k 1m >5m
Company Size
Small (1-50 employees)
Mid-Size (51-1,000 employees)
Enterprise (>1,000 employees)
42%
7%
51%
11%
89%
24%
2%
20%
21%
28%
8%
74%
59%
64%
VENDOR SIZE / SCALE
Research Frequency by
Prospective Buyers on TrustRadius
Number of Employees on LinkedIn
440
18
1077
914
257
Number of Websites using Product

(per Builtwith.com)
957
53
4405
1923
1410
Estimated Number of Customers
2k
<1k
15k
4k
1k
*Based on the mix of reviews on TrustRadius

Source: Marketing Automation Software Feature Report
TM
Page 5 of 34
PRODUCT
AVERAGE
FEATURE RATINGS SEGMENT
NAME
FOCUS*
CAMPAIGN MANAGEMENT
Calendaring
7.8
8.5
8.2
7.6
7.9
Event/webinar marketing
7.7
7.8
8.3
9.1
8.1
A/B testing
7.6
6.9
8.5
8.5
8.2
Ability to test dynamic content
7.0
7.7
8.5
8.0
7.3
Dynamic content
8.0
8.1
8.7
8.5
7.6
Email deliverability
8.6
8.8
9.3
8.5
8.6
Landing pages
7.5
8.1
9.0
8.1
8.2
List management
8.0
8.7
9.3
9.2
8.7
Mobile optimization
7.4
8.6
9.0
6.8
7.8
WYSIWYG email editor
7.9
7.6
8.3
7.4
8.2
Automated sales alerts and tasks
8.1
8.0
8.7
8.7
8.8
Data quality management
7.8
8.3
8.6
8.4
7.8
Lead nurturing
7.8
8.7
8.9
9.1
8.5
Lead scoring and grading
8.3
8.8
8.8
9.1
8.3
EMAIL & ONLINE MARKETING
LEAD MANAGEMENT

TM
Page 6 of 34
PRODUCT
SEGMENT
AVERAGE
FEATURE RATINGS FOCUS*
NAME
PLATFORM & INFRASTRUCTURE
8.1
8.9
8.5
8.6
6.4
8.2
7.7
8.6
7.6
8.4
7.7
9.0
8.7
9.1
9.3
8.1
8.5
7.8
6.0
6.7
7.3
8.6
8.0
8.5
Custom reports
7.7
7.3
8.0
6.8
6.9
Dashboards
8.5
9.0
8.7
7.3
6.9
Standard reports
8.3
8.8
8.5
7.4
7.2
Social prole integration
6.4
7.0
9.3
7.4
7.1
Social sharing and campaigns
7.0
7.0
9.3
7.5
6.6
NUMBER OF INDIVIDUALS CONTRIBUTING RATINGS
11
19
53
38
29
API
Customizability
Microsoft Dynamics CRM Integration
Salesforce.com Integration
SugarCRM Integration
Role-based workow & approvals
REPORTING & ANALYTICS
SOCIAL MEDIA MARKETING

TM
Page 7 of 34
Act-On
Act-On is a cloud-based Marketing Automation platform that focuses on serving small to mid-sized businesses, as well as departments of
enterprises. Act-Ons technology includes integration to web conferencing and CRM solutions; tools for website visitor tracking, lead scoring,
lead nurturing and social media prospecting; design tools for web forms, landing pages and emails; inbound tools for SEO; Google AdWords
tracking; and blog integration.
According to TrustRadius data, most of Act-Ons customers use the software to manage email lists of 25k to 100k contacts.
Act-On is a privately held company founded in 2008, and has raised $74 million in venture capital to date. Act-Ons founder and CEO was also the cofounder and CTO of Responsys.
ABOVE AVERAGE RATINGS FOR:
BELOW AVERAGE RATINGS FOR:
MOST OFTEN COMPARED TO:
Dashboards
List management
HubSpot
Landing pages
Pardot
Standard reports
Ability to test dynamic content

Lead nurturing
Customizability
Role-based workflow
Marketo
Infusionsoft
MailChimp
Page 8 of 34
Act-On Customer Distribution by Email List Size

Hatchbuck
<10k contacts
10k-25k contacts
HubSpot
25k-100k contacts
ACT-ON
Act-On
100k-250k contacts
250k-1m contacts
Pardot
1m-5m contacts
>5m contacts
Marketo
0%
25%
50%
75%
100%
TM
Act-On Customer Distribution by Company Size

ENTERPRISE,
7%
MID-SIZE,
42%
SMALL,
51%
TM
Page 9 of 34
Further Resources for Evaluating Act-On

1. 100+ Act-On Reviews on TrustRadius, which can be filtered by the reviewers company size, role, industry, expertise, job type or Likelihood
to Recommend rating
Page 10 of 34
2. Search Act-On reviews (scroll down to see search box and results) for specific terms to find context around the features and attributes you
care about most, such as lead scoring, landing pages, and customizable.
3. Use search terms like Marketo and HubSpot to find Act-On reviewers who evaluated or used other marketing automation products and can
make direct product-to-product comparisons
4. Act-On Details on TrustRadius, including features, pricing and available integrations
Page 11 of 34
5. Compare Act-On to other products, such as:

HubSpot
Marketo
Pardot
Infusionsoft
6. Act-On profile in the TrustRadius Marketing Automation Guide, including summary of pros and cons and quotes from the vendor
Page 12 of 34
Hatchbuck
Hatchbuck is an all-in-one sales and marketing platform for small businesses that includes marketing automation, CRM and email
marketing functionalities.
According to TrustRadius data, all of Hatchbucks customers use the product to manage email lists of fewer than 10k contacts and prospects.
The company was founded in 2012 and is headquartered in St. Louis. The company has raised $3.8 million over seven funding rounds.
Calendaring
A/B testing
Infusionsoft
Role-based workflow and approvals
HubSpot
Mobile optimization
Dashboards
Social profile integration
Customizability
Standard reports
ONTRAPORT
GreenRope
Act-On
Page 13 of 34
Hatchbuck Customer Distribution by Email List Size

HATCHBUCK
Hatchbuck
<10k contacts
10k-25k contacts
HubSpot
25k-100k contacts
100k-250k contacts
Act-On
250k-1m contacts
Pardot
1m-5m contacts
>5m contacts
Marketo
0%
25%
50%
75%
100%
TM
Hatchbuck Customer Distribution by Company Size

MID-SIZE,
11%
SMALL,
89%
TM
Page 14 of 34
Further Resources for Evaluating Hatchbuck

1. 20+ Hatchbuck Reviews on TrustRadius, which can be filtered by the reviewers company size, role, industry, expertise, job type or Likelihood
to Recommend rating
Page 15 of 34
2. Search Hatchbuck reviews (scroll down to see search box and results) for specific terms to find context around the features and attributes
you care about most, such as reporting, CRM, and social media.
3. Hatchbuck details on TrustRadius, including features, screenshots, competitors, pricing, and available integrations
4. Compare Hatchbuck to other products, such as:
Infusionsoft
ONTRAPORT
HubSpot
GreenRope
Page 16 of 34
HubSpot
HubSpot is an all-in-one marketing automation platform focused on small to mid-sized businesses. HubSpot includes functionality like
blogging, SEO, social media, website content management and email marketing. The company also recently launched a CRM.
According to TrustRadius data, most of HubSpots customers use the product to manage email lists of fewer than 10k contacts. It is also the
marketing automation product that is the most frequently evaluated on TrustRadius (i.e., the most popular).
HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering over time. In 2011 the
company acquired Marketing Automation vendor Performable, and this is the basis of their lead management and email capabilities. In 2014,
the company went public.
Social media marketing
Customizability
Marketo
Email deliverability
List management
Mobile optimization
Integration with SugarCRM

Dashboards
Lead management
Pardot
Act-On
Infusionsoft
Salesforce.com
Page 17 of 34
HubSpot Customer Distribution by Email List Size

Hatchbuck
<10k contacts
10k-25k contacts
HUBSPOT
HubSpot
25k-100k contacts
100k-250k contacts
Act-On
250k-1m contacts
Pardot
1m-5m contacts
>5m contacts
Marketo
0%
25%
50%
75%
100%
TM
HubSpot Customer Distribution by Company Size

ENTERPRISE,
2%
MID-SIZE,
24%
SMALL,
74%
TM
Page 18 of 34
Further Resources for Evaluating HubSpot

1. 300+ HubSpot Reviews on TrustRadius, which can be filtered by the reviewers company size, role, industry, expertise, job type or Likelihood to
Recommend rating
Page 19 of 34
2. Search HubSpot reviews (scroll down to see search box and results) for specific terms to find context around the features and attributes you
care about most, such as social media marketing, dashboards, and workflow.
3. Use search terms like Marketo and Pardot to find HubSpot reviewers who evaluated or used other marketing automation products and can
Page 20 of 34
4. HubSpot details on TrustRadius, including features, competitors and available integrations

5. Compare HubSpot to other products, such as:
Marketo
Pardot
Act-On
Infusionsoft
6. HubSpot profile in the TrustRadius Marketing Automation Guide, including summary of pros and cons and quotes from the vendor
Page 21 of 34
Marketo
Marketo is a Marketing Automation platform with a range of editions offering different capabilities spanning small business to enterprise. Most
customers are B2B firms with complex sales cycles, though B2C is a growth segment for the company. According to TrustRadius data, Marketo
has customers of varying scale and complexity, from those managing fewer than 100k contacts to those managing more than 5 million.
Marketos small business options begin with Spark at $895/month and offers email marketing, drip nurturing, landing pages, lead scoring,
and the Revenue Cycle Analytics module that provides sales cycle modeling and revenue forecasting. The enterprise version offers increased
scalability and security options. Marketo was founded in 2006 and became a public company in 2013. Notable acquisitions include Crowd
Factory, a social media incentive tool, and Insightera, a reverse IP/ website content personalization platform.
Integration with Salesforce.com
Mobile optimization
HubSpot
Calendaring
Pardot
List management
WYSIWYG email editor
Event/webinar marketing
Custom reports
Customizability
Lead nurturing
Lead scoring and grading
Dashboards
Eloqua
Act-On
Salesforce Marketing Cloud Email

(formerly ExactTarget)
Page 22 of 34
Marketo Customer Distribution by Email List Size

Hatchbuck
<10k contacts
10k-25k contacts
HubSpot
25k-100k contacts
100k-250k contacts
Act-On
250k-1m contacts
Pardot
1m-5m contacts
>5m contacts
MARKETO
Marketo
0%
25%
50%
75%
100%
TM
Marketo Customer Distribution by Company Size

SMALL,
ENTERPRISE,
21%
20%
MID-SIZE,
59%
TM
Page 23 of 34
Further Resources for Evaluating Marketo

1. 100+ Marketo Reviews on TrustRadius, which can be filtered by the reviewers company size, role, industry, expertise, job type or Likelihood to
Recommend rating
Page 24 of 34
2. Search Marketo reviews (scroll down to see search box and results) for specific terms to find context around the features and attributes you
care about most, such as mobile optimization, lead nurturing and Salesforce.com.
3. Use search terms like HubSpot and Eloqua to find Marketo reviewers who evaluated or used other marketing automation products and can
Page 25 of 34
4. Marketo details on TrustRadius, including features and competitors

5. Compare Marketo to other products, such as:
HubSpot
Eloqua
Pardot
Act-On
6. Marketo profile in the TrustRadius Marketing Automation Guide, including summary of pros and cons and quotes from the vendor
Page 26 of 34
Pardot
Pardots Marketing Automation system offers marketing campaign management tools designed for small and mid-size businesses. Features
include lead management, lead generation, social selling and email marketing. The company was founded in 2007 and acquired by ExactTarget
in October 2012 for $95.5m, after which it continued to operate as a separate business unit/product line. ExactTarget was subsequently acquired
by Salesforce in July 2013. ExactTarget is part of the Salesforce Marketing Cloud, and Pardot is part of the Sales Cloud.
According to TrustRadius data, most of Pardots customer base is using the product to manage email lists of fewer than 100k contacts; however,
the company does have a small slice of customers managing more than 1 million contacts.
Integration with Salesforce.com
HubSpot
Dashboards
Act-On
Integration with Microsoft Dynamics

CRM
Role-based workflow and approvals
Integration with SugarCRM

Dynamic content
Marketo
MailChimp
Salesforce Marketing Cloud Email

(formerly ExactTarget)
Page 27 of 34
Pardot Customer Distribution by Email List Size

Hatchbuck
<10k contacts
10k-25k contacts
HubSpot
25k-100k contacts
100k-250k contacts
Act-On
250k-1m contacts
PARDOT
Pardot
1m-5m contacts
>5m contacts
Marketo
0%
25%
50%
75%
100%
TM
Pardot Customer Distribution by Company Size

ENTERPRISE,
8%
SMALL,
28%
MID-SIZE,
64%
TM
Page 28 of 34
Further Resources for Evaluating Pardot

1. 80+ Pardot Reviews on TrustRadius, which can be filtered by the reviewers company size, role, industry, expertise, job type or Likelihood to
Recommend rating
Page 29 of 34
2. Search Pardot reviews (scroll down to see search box and results) for specific terms to find context around the features and attributes you
care about most, such as Salesforce integration, sales alerts, and dashboards.
3. Use search terms like Marketo and HubSpot to find Pardot reviewers who evaluated or used other marketing automation products and can
Page 30 of 34
4. Pardot details on TrustRadius, including features, competitors, available integrations, and product screenshots
5. Compare Pardot to other products, such as:
HubSpot
Marketo
Act-On
MailChimp
6. Pardot profile in the TrustRadius Marketing Automation Guide, including summary of pros and cons and quotes from the vendor
Page 31 of 34
Marketing Automation Feature Definitions

Campaign Management
Calendaring: The software helps users maintain a calendar of all marketing activities.
Event/webinar marketing: Users can streamline event marketing with features such as personalized invitations, registration, reminders and
post-event follow-ups.
Email & Online Marketing

A/B testing: Users can experiment with different variations of a campaign and measure results. Testable aspects might include subject
lines, header images, or landing page copy.
Ability to test dynamic content: Users can test dynamic content prior to launching a campaign.
Dynamic content: Users can tailor email, website or landing page content depending on the viewer or recipient (e.g., email salutations that
include the recipients name).
Email deliverability: The software helps ensure inbox delivery of email campaigns, through features such as deliverability tests, opt-in
management, bounce handling, suppression lists, dedicated IP addresses, and delivery monitoring.
Landing pages: Users can create web pages that are customized to a particular email or campaign. Landing pages often include web forms
which can capture visitor information and integrate it back into the MA software.
List management: This involves creating, filtering, editing, merging and de-duping lists of contacts.
Mobile optimization: Users can easily optimize emails and landing pages for mobile devices.
WYSIWYG editor: Users can create html emails through a drag-and-drop interface, without html coding knowledge.
Lead Management
Automated sales alerts and tasks: The software helps ensure that a sales person is notified of lead activity and can act on the information
in a timely fashion.
Data quality management: The software helps maintain and organize data around each lead and avoid data problems such as duplicate
contacts or non-standard formats.
Lead nurturing: Users can set up drip email campaigns based on time intervals or actions taken by prospects, in order to automate the
lead nurturing process.
Page 32 of 34
Lead scoring and grading: Users can set up the software to automatically rate leads based on buying signals, such as form submissions or
page views, and automatically qualify leads based on demographic factors.
Platform & Infrastructure

API: An API (application programming interface) provides a standard programming interface for connecting third-party systems to the
marketing automation software for data creation, access, updating and/or deletion.
Customizability: Users can customize their instance with features like custom fields and custom objects.
Integration with Microsoft Dynamics CRM: The software can integrate with Microsoft Dynamics CRM bi-directionally, allowing for data
syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
Integration with Salesforce.com: The software can integrate with Salesforce.com bi-directionally, allowing for data syncs, activity alerts,
campaign triggers, enhanced reporting, and lead assigning.
Integration with SugarCRM: The software can integrate with SugarCRM bi-directionally, allowing for data syncs, activity alerts, campaign
triggers, enhanced reporting, and lead assigning.
Role-based workflows & approvals: Permissions to perform actions or access or modify data are assigned to roles, which are then assigned
to users, reducing complexity of administration.
Reporting & Analytics

Custom reports: Users can create custom reports.
Dashboards: Users can create, customize and share dashboards, which provide an overview of the most important metrics.
Standard reports: The software offers pre-built reports with metrics standard to the category.
Social Media Marketing

Social profile integration: The software incorporates social profile data and social share histories to enhance segmentation and scoring
of contacts.
Social sharing and campaigns: Users can incorporate social share buttons into campaigns to allow recipients to easily share content. Users can
track shares as well.
Page 33 of 34
About TrustRadius
TrustRadius is the leading site for business software users to share real-world insights through in-depth reviews and networking.
We help users make better product selection, implementation and usage decisions.
To learn more, visitwww.trustradius.com.
Page 34 of 34

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Marketing Automation

Software Feature Report

TrustRadius Inc. 2015

About this Report

TrustRadius Inc. 2015

TrustRadius Inc. 2015

Product Comparison Charts

TALENT MANAGEMENT CAPABILITIES

Email List Size

<10k 10k 25k 100k 250k 1m >5m

<10k 10k 25k 100k 250k 1m >5m

<10k 10k 25k 100k 250k 1m >5m

<10k 10k 25k 100k 250k 1m >5m

<10k 10k 25k 100k 250k 1m >5m

VENDOR SIZE / SCALE

Number of Employees on LinkedIn

Number of Websites using Product

Estimated Number of Customers

*Based on the mix of reviews on TrustRadius

TrustRadius Inc. 2015

TALENT MANAGEMENT CAPABILITIES

Ability to test dynamic content

WYSIWYG email editor

Automated sales alerts and tasks

Data quality management

Lead scoring and grading

EMAIL & ONLINE MARKETING

*Based on the mix of reviews on TrustRadius

TrustRadius Inc. 2015

TALENT MANAGEMENT CAPABILITIES

PLATFORM & INFRASTRUCTURE

Social prole integration

Social sharing and campaigns

NUMBER OF INDIVIDUALS CONTRIBUTING RATINGS

SOCIAL MEDIA MARKETING

*Based on the mix of reviews on TrustRadius

TrustRadius Inc. 2015

BELOW AVERAGE RATINGS FOR:

MOST OFTEN COMPARED TO:

Ability to test dynamic content

TrustRadius Inc. 2015

Act-On Customer Distribution by Email List Size

Source: Marketing Automation Software Feature Report

Act-On Customer Distribution by Company Size

TrustRadius Inc. 2015

Further Resources for Evaluating Act-On

TrustRadius Inc. 2015

TrustRadius Inc. 2015

5. Compare Act-On to other products, such as:

TrustRadius Inc. 2015

BELOW AVERAGE RATINGS FOR:

MOST OFTEN COMPARED TO:

Role-based workflow and approvals

Automated sales alerts and tasks

Social profile integration

Social sharing and campaigns

TrustRadius Inc. 2015

Hatchbuck Customer Distribution by Email List Size

Source: Marketing Automation Software Feature Report

Hatchbuck Customer Distribution by Company Size

TrustRadius Inc. 2015

Further Resources for Evaluating Hatchbuck

TrustRadius Inc. 2015

TrustRadius Inc. 2015