Chappaqua, N.Y.—Marketers are expected to spend $525 million on marketing automation systems this year, up 60% from last year, according to marketing consultancy Raab Associates.
According to Raab's “B2B Marketing Automation Vendor Selection Tool,” marketing automation expenditures are accelerating: 2011 expenditures were 50% higher than in 2010. The top four vendors by revenue cited by Raab—Eloqua Inc., Marketo Inc., Infusionsoft Inc. and HubSpot, in that order—will account for more than half of all marketing automation revenue this year, according to the report.
“The accelerated growth shows that marketing automation is becoming a standard tool for b-to-b marketers,” said David M. Raab, principal of Raab Associates, in a statement. “The industry has overcome initial hurdles to adoption and is now moving to a more mature stage where the benefits of these systems are widely accepted.”