Marketing

Automation

 GROUP 8
181334 –MOHIT PATHAK
181353 – SAMBHAV DHRUV
181360 – SUDIPTAMAYEE MOHANTY
181362 – TUSHAR TIWARI
181366 – VANDITA AGARWAL
181402 – AKASH KHANDELWAL
Definition

 Marketing automation as defined by Marketo (2015)

is a “technology that allows companies to
streamline, automate, and measure marketing tasks
and workflows to increase operational efficiency and
grow revenue faster”.

 A marketing automation system is a software

platform that allows marketing teams and
organizations to more easily and effectively:
 Execute marketing campaigns across online channels
like email, social media and websites.

 Personalize and automate the repetitive tasks

associated with campaign follow-up.
 World market

 The market and market forecasts of the Global

Marketing Automation Software market to grow from $3.65Bn
$3.65 billion in 2016 to $5.5 billion in 2019, at a
(2016)

CAGR of 8.55%.

 A significant growth rate is anticipated due to the

growing need for higher and automated customer
$5.5Bn
(2019)
retention, globally.
Trends

• Dynamic campaign management, and emergence of account based marketing are

some of the key trends observed in the global marketing automation software market.

• Integrated content marketing is escalating the growth of global marketing automation

software market, as it enables marketers by ensuring consistent messaging, which is

one of the keys to generate and enhance brand awareness.

The number
game

80 of marketing automation users saw their number of leads increase and 77%
saw their number of conversions increase. (VR Insight 2018)
%
Increase in sales pipeline contribution by marketers who implement
10 marketing automation. (Forrester Research 2019)
%
Increase in sales opportunities from nurtures leads versus non – nurtured
20 leads after successfully deploying a lead – nurturing program. (DemandGen
2018)
%
Features of Marketing Automation
 Competitive Scenario -
Industry Leaders According To Market Share

Source - https://www.datanyze.com/market-share/marketing-automation
Swot analysis
Strength
The market has become
extremely competitive and as
a result the new generation
of marketing automation
platforms are more
affordable. flexible and can
plug into other technologies
Opportunity
Vendors with the right approach
& price point can prosper from
the fast growing small to mid
sized market & win business by
spending more time educating
the market & helping
organizations in developing a
clear roadmap and strategy.
Weakness
Although vendors are making
marketing automation interfaces
easy to use and integration with
other applications like CRM and
content management systems
more straightforward, still
organizations require extensive
training.
Threat
As the marketing automation
landscape becomes
increasingly complex and
fragmented, a lack of specific
skills and resources could be
hampering the growth of the
sector.
 Marketing Automation: Challenges faced
 The adoption process of Marketing automation can be divided into 3 distinct stages:
 Initiation
 Implementation
 Post-Implementation
The challenges faced in each of these stages are thus divided in a similar way.
 Initiation Stage:
1. The problems are majorly regarding the understanding the scope of having marketing
automation in the organization.
2. The next problem is regarding preparing a business case and facing the resistance from
various stakeholders.
 Marketing Automation: Challenges faced
 Implementation stage:
1. The problems in this stage are related to creating a storage space for all the
data and its security.
2. Synergy between other departments and involving the IT department is
another important concern.
 Post-Implementation Stage:
1. Alignment of sales and marketing with Marketing automation techniques
2. Meeting the content creation requirements and engaging the customers.
Solutions offered by Marketing Automation
Scalability: When there is a Measurability: Automation
need to run multiple campaigns gives the company an ability to
at the same time, marketing measure the campaign ROI while
automation helps effectively running multiple campaigns
along where demand and quality which last more than the buying
management are assured. cycle.

Single view of Customer: A

company can keep a track of
customer relationships and Forecasting: Use of Predictive
behaviour easily instead of analysis for lead scoring
analysing each transaction
Example
 BFSI

Industry Healthcare

Segments using
Retail
Marketing
Automation Telecom & IT

Manufacturing

Government and Education

 InboundCycle
(delivering inbound
marketing services)

SmartBug Media
Suppliers of (digital marketing and
web development)
components
of Marketing New Breed (customer
acquisition)
Automation
IMPACT (content
strategy, video
marketing)

Penguin Strategies
(messaging and email
automation)
 Major players in marketing
automation
 HubSpot: Launched in 2006, HubSpot is a well-
 Act-on: This company serves a customer
known player in the SMB marketing automation base that primarily consists of companies
space. With an easy-to-use interface, HubSpot is with fewer than 50 employees. Act-On has
all about helping customers shift from a highly regarded, easy-to-use user
“outbound” lead generation tactics (cold calling,
interface. With a full range of features and
trade shows, etc.) to “inbound” tactics which
capabilities, Act-On’s pricing is not the
revolve around the creation and distribution of
cheapest nor the most expensive,
useful content that helps companies get found
by potential customers. beginning at $600 per month.
 Major players in marketing
automation
 SharpSpring: A newer entrant to the
 Pardot: Pardot is probably a better option
SMB marketing automation space,
to consider if you are using, or plan to
SharpSpring is a lower-priced platform
use, Salesforce as your CRM. Not
sold exclusively through their agency
necessarily known as super-easy-to-use,
partners, but it’s far from short on its
Pardot is nonetheless a powerful platform
feature set, especially those most useful
—but it’s more sales team-focused than
and able to provide ROI to their core B2B
truly one optimized for marketing teams.
customer base.
• Entry Point cost :$200 / month • Most expensive and enterprise focused
(+ mandatory one-off $575 training fee)
• Helps in developing not only effective
• For 10,000 contacts :$2,400 / month
strategies but also helps modernize and
(+ mandatory one-off $2,300 training fee)
enhances earlier campaigns.
• Minimum price for 5+ users:$920 /
• Consistent user interface
month
• Next generation Marketing analytics
(+ mandatory one-off $2,300 training fee)

• Personalized experiences.
 • Diverse scope of actions
• Entry Point cost :$200 / month
• Powerful tools which require no coding knowhow.
(+ mandatory one-off $575 training
• Functions covered include Email marketing,
fee)
sales performance and lead management
• For 10,000 contacts :$2,400 / month
systems.
(+ mandatory one-off $2,300 training
• Best for small and medium inbound sales team.
fee)
• Can be used both independently and along with
• Minimum price for 5+ users:$920 /
other CRM software.
month
• Best for First time MA users.
(+ mandatory one-off $2,300 training
 • Acquired by Target in 2012 and later by
• Entry Point cost : $1000/ Month
salesforce in 2013
• For 10,000 contacts:$1000/month
• Enjoys core competency in customer
• Minimum price for 5+ users:
support.
$1,000 /month
• Steep learning curve

• Integration ability with other salesforce

products.

• Seamless sales alignment

 • Concentrates on Medium-large sized
• Entry Point cost :$895 / month
businesses.
• For 10,000 contacts:$895 / month
• Integrating Social components to mails and
• Minimum price for 5+ users:
other promotions
$895/month
• Provides end-to-end services.

• Easy integration with leading CRM and

productivity service providers.

• Excellent tool for social media marketing.

MAPs competition & Market Share

• 67% of Marketing Leaders currently use a

Marketing Automation Platform. – Salesforce

“State of Marketing” (2018)

• Market Predictions - $15.3 billion by 2019,

with an average annual growth rate of

19.7%

• Eloqua is owned by ORACLE ($ 871 Million,

Dec 2012)

• 59% of B2B Fortune 500 Companies Use

Emerging
Players
• With MAX, businesses can easily execute their marketing

campaigns with little to no effort. This powerful marketing

automation solution can effectively handle all marketing grunt

work while ensuring all audiences are effectively engaged.

• It comes with a built-in CRM tool alongside lead tracking

capabilities designed to provide clients a satisfying customer

journey. To make this possible, the platform comes equipped with

lead segmentation tools, detailed target profiles, and customizable

email templates.

• Best of all, MAX helps users craft the perfect message and

specifies when and how you should say your message.

 PERCOLATE
• Percolate is a technology company that helps marketers plan, create, and deliver exceptional content and campaigns.

Aiming to power global marketing visibility, coordination, and governance, they offer a complete content marketing

automation platform that lets you manage campaigns across channels.

• It is equipped with features for content distribution, asset management, marketing automation, and campaign planning to

help you enhance the way you tackle marketing tasks.

 OPTIMIZELY
• Optimizely is a software developer known for creating the

world’s leading experimentation platform. They aim to help

businesses navigate through their technology stock to be able

to make data-driven decisions.

• The software offers behavioural audience targeting and

analytics tools to help you take out the digital guesswork and

create smarter marketing decisions.

• It is also backed with an enterprise-grade security system to

keep all of your confidential company data protected.

• Report Garden is a software vendor that caters to the various needs of digital marketing agencies, mainly lead

management and campaign reporting. Launched in July 2013, this firm is partnered with iProspect, Ogilvy, DDB,

Orange, and other companies based in over 76 countries.

• Its marketing automation platform is meant to help agencies prepare analysis and performance reports for their

clients. Offering SEO audit, invoicing, and budgeting modules, Report Garden’s platform comes in handy for users

looking to document and report their progress while delivering the message as accurately as possible through visual

data.
• MA platforms will get smarter as they will transform from being rule-based applications to

machine learning-powered tools (Alexa + Cortana).

• Advanced analytics will become the backbone of MAPs to translate hundreds of millions of data

points into meaningful and actionable insights(U.S. Grand Prix 2014).

• Track Consumer behaviours - buying decisions - powerful predictive insights, so the marketer

can find the most influential way of conversation (TARGET).

• MA Will Become More Mobile Friendly (QuickBooks).

 Trends
• Marketing Automation will continue to grow going into 2019

• Personalized Content Will Reign Supreme

• Smarter Marketing Automation: Machine Learning + AI Assisted Platforms 

• Chatbots Will Continue Making Waves

• Automated Social Media Marketing

• Lifecycle Marketing Using Predictive CLV (Customer Lifetime Value)

• User Retention is going to be Critical For Business Growth

• Mobile 1st Approach

• Integrated Cross-Channel Marketing will dominate

Competitive Landscape

 Many IT giants currently dominate the marketing automation software market. The factors that are influencing the
implementation of such software include rapidly changing customer purchasing patterns, intense competition among
solution providers, and continuous fluctuations in exchange currency among others.

 The vendors are developing unique software solutions which are adopted in various commercial aspects that include
interaction systems, data and analytics systems, content management and production, and management and
administration-oriented applications

 The increasing cloud infrastructure, most of the companies are deploying its products on the cloud which is
convenient, affordable and offers greater accessibility across various end-users.

 The company is also likely to adopt inorganic growth approaches through partnerships and collaboration to innovate
high-end software solution. Recently Marketo Inc. has been acquired by Adobe Systems, increase its product
offering.
insights

 MAP’s are even more valuable from a data

perspective than CRM

 Security at stake.

 integrations continue to play a big role in the future of

the market.

 Technology is only part of the answer

 85% of B2B marketers said they were not using their

MA software to its full potential.

Thank
You