The study also shows that almost half of the 2013 market was
dominated by three competitors: Marketo, Eloqua and Silverpop, with
more than 80% of the activity concentrated in the U.S.
Eloqua was purchased in 2012 by Oracle for $810 million, while
the other two remain independent.
Hiral Jasani, a digital media industry analyst for Frost &
Sullivan, said the market growth is being driven primarily by
marketers who want to know as much about their audience as
possible, even before a campaign begins.
"Additionally, measuring the ROI on marketing campaigns across
multiple channels is an essential function of today's marketers as
customer interactions span several devices and media," she said.
"Smarter companies that want to take charge of their lead
generation and lead-nurturing efforts across all relevant channels
are increasingly using [marketing-automation software] for a strong
competitive edge in the market."
Ms. Jasani did note that the availability of free solutions such
as email marketing tools and Google Analytics has limited
the adoption of marketing-automation software, and that many
traditional marketers have been overwhelmed by the steep learning
curve of the technology as well as the amount of data generated on
digital channels, including social media and mobile networks.
"Establishing a repository of successful case studies with
vertical specific use cases will help vendors accelerate the
deployment of MAS globally," Jasani continued. "There is a huge
demand for extremely powerful, yet easy-to-use marketing automation
tools with advanced analytics capabilities."