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Marketing automation platforms are critical to an organization's mission. SiriusDecisions, the leading global b-to-b research and advisory firm, has identified several emerging trends in the MAP marketplace and determined how those trends affect users
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SIRIUSDECISIONS IS THE LEADING GLOBAL B-TO-B RESEARCH AND ADVISORY FIRM. WE
DELIVER THE ACTIONABLE INTELLIGENCE, TRANSFORMATIVE FRAMEWORKS AND EXPERT
GUIDANCE THAT EQUIP EXECUTIVES TO MODERNIZE AND ELEVATE SALES, MARKETING
AND PRODUCT PERFORMANCE. TO LEARN MORE, VISIT OUR WEB SITE AT
WWW.SIRIUSDECISIONS.COM.
©2014 SiriusDecisions. All Rights Reserved.
NURTURE IS EVOLVING BEYOND THE DRIP EMAIL; IT IS MOST EFFECTIVE WHEN ALIGNED TO BUYER NEEDS AND COMMUNICATION PREFERENCES. NURTURE IS EVOLVING BEYOND THE DRIP EMAIL; IT IS MOST EFFECTIVE WHEN ALIGNED TO BUYER NEEDS AND COMMUNICATION PREFERENCES.
DESIGNNURTURE
ENHANCEMENTNURTURE
45%45% ORGANIZED BY TOPIC
ORGANIZED BY INDUSTRY
ORGANIZED BY BUYING STAGE
ORGANIZED BY PERSONA
INJECT TELE
USE AD TARGETING
INTEGRATE CHAT
DO WEB OPTIMIZATION
30%30%
27%27%
25%25%
23%23%
16%16%
10%10%
10%10%
N U T U R E
NOT MUTUALLY EXCLUSIVE
OF THESE COMPANIES THAT HAVEMARKETING AUTOMATION PLATFORMS:
NURTURE TACTICSARE FINALLYEVOLVING
NURTURE TACTICSARE FINALLYEVOLVING
FORMS ARESTILL IN THE
DARK AGES
FORMS ARESTILL IN THE
DARK AGES
STATICFORM
64%OF COMPANIES USE STATIC FORMSOF COMPANIES USE STATIC FORMS
40%OVER OF MAP USERS HAVE LESS
THAN TWO YEARS OF EXPERIENCE
OF MAP USERS HAVE LESS THAN TWO YEARS OF EXPERIENCE
MARKETINGAUTOMATION EXPERIENCEIS STILL SCARCE
MARKETINGAUTOMATION EXPERIENCEIS STILL SCARCE
LIMITED TRAININGAND FEW POWER USERSLIMIT MAP VALUE
LIMITED TRAININGAND FEW POWER USERSLIMIT MAP VALUE
0159
2 to
5 to
10+
$50M $250M $500M $1B $5BLESS THAN OVER$51M TO $251M TO $501M TO
24%
39%
33%
1%
3%
8%
31%
45%
5%
11%
11%
16%
52%
10%
11%
8%
15%
54%
15%
8%
5%
10%
50%
15%
20%
POWERUSERS
NUMBER OF POWER USERS BY REVENUE BAND
REVENUEREVENUE
MANY ORGANIZATIONS ARE UNDERESTIMATING THE RESOURCES REQUIRED TO DRIVE EFFECTIVE MAP ADOPTION.MANY ORGANIZATIONS ARE UNDERESTIMATING THE RESOURCES REQUIRED TO DRIVE EFFECTIVE MAP ADOPTION.
COMPLEXITY PROBLEMS
TRAINING & SKILL DEVELOPMENT
LIMITED RESOURCES
MULTIPLE OFFERINGSMULTIPLE SEGMENTSMULTIPLE REGIONSSYSTEMS/DATA
WHAT ORGANIZATIONS ARE GETTINGTHE MOST MAP VALUE?
WHAT ORGANIZATIONS ARE GETTINGTHE MOST MAP VALUE?
ADMINISTRATIVE CHALLENGESLESS THAN $50M
OVER $1B
MID-SIZE COMPANIES HAVE MOST SUCCESSFULLY OVERCOME MANY ISSUES THAT LARGE AND SMALL ORGANIZATIONS STILL FACE.
11 TIMESMORE B-TO-B ORGANIZATIONS WITH MARKETING AUTOMATION TODAY THAN THERE WERE IN EARLY 2011
ADOPTION IS GROWINGRAPIDLY
ADOPTION IS GROWINGRAPIDLYB-TO-B COMPANIES ARE FEELING CONFIDENT ABOUT GROWTH: B-TO-B COMPANIES ARE FEELING CONFIDENT ABOUT GROWTH:
2011 2012 2013 2014
15K
10K
5K
0K
TOTA
L B
-TO
-B C
UST
OM
ERS
THERE ARE NEARLY
THE SIRIUSDECISIONS
B-TO-B
MARKETING AUTOMATION PLATFORMS ARE CRITICAL TO AN ORGANIZATION’S MISSION. SIRIUSDECISIONS, THE LEADING GLOBAL B-TO-B
RESEARCH AND ADVISORY FIRM, HAS IDENTIFIED SEVERAL EMERGING TRENDS IN THE MAP MARKETPLACE AND DETERMINED HOW THOSE TRENDS AFFECT USERS.
MARKETING AUTOMATION STUDY
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