New Research on Top Marketing Automation Software Platforms

by Dan Freeman 
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Here are the latest marketing automation market share numbers for the Top 1 Million websites compiled by tech data firm Datanze: Hubspot – 21.1%, Marketo – 14.6%, InfusionSoft – 11.9% Eloqua – 9.9%, and Pardot – 8.0%.

But that's far from the full story.

Datanyze has just expanded its coverage of the Marketing Automation sector to include about 11 million websites in what they call the Datanyze Universe. I spoke with Datanyze Marketing VP Jon Hearty to delve more deeply into their data. The company looks the world's most authoritative websites—based on Alexa ranking—and analyzes the underlying source code to reveal software packages used on these sites.

Although 11 million is certainly a lot of websites to analyze, users should be aware that there are over 900 million websites (astounding number but here is my source). So even the Datanyze Universe represents just small fraction of total active sites.

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Still, the data is revealing, as it tells us the actual number of found instances of each of the marketing automation software platforms among the universe of sites tracked. We all know that software companies have a way of, shall we say...embellishing their user base numbers. So this data represents a reality check on vendors' statements and marketing materials, and a touchstone for analysis.

We looked at the leaders in the marketing automation sector and how they changed as the list expanded from the Top 100K, to the Top Million, to the Datanyze Universe of 11 Million, and here is what we found.

Marketing Automation Leaders Among Alexa Top 100K Websites

Among the very largest websites, just over 3 percent had detectable marketing automation code—a notably low number. Among this group, Marketo is the clear leader, followed by Eloqua and Hubspot. It’s also interesting to note that Infusionsoft—designed for the entrepreneur and the very small business market—has a strong presence among the top 100K with a fifth place ranking.

Marketing Automation Leaders Among Alexa Top Million Websites

Expanding the universe to the Alexa top 1 million sites, we see a different result. Although the top players remain almost unchanged (except VisiStat now joins the top 10, replacing VisualRevenue), Hubspot takes the lead, followed by Marketo and Infusionsoft.

Marketing Automation Leaders Among Datanyse Universe (11 Million sites)

Now we turn to the Datanyse Universe, which represents close to 11 million websites. Readers should note that, unlike the Top 100K or Top 1 Million websites tracked by Datanyse, the Datanyse Universe only approximates the top Alexa sites and includes many other sites that Datanyse customers have requested tracking on.

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Most striking is the jump of VisiStat from ninth place to first. VisiStat is not directly comparable to most of the 37 marketing automation vendors included in this data. The company has been in business for nine years and has a large customer base in both B2B and B2C. It’s primary functionality is the ability to identify previously anonymous website visitors through reverse DNS lookup, and to import visitor data directly into its database.

To play with the data yourselves, visit Datanyze. 

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Marketing Growth Strategies LLC has been engaged in research, analysis, lead generation, and client implementation in the Marketing Automation sector since 2009 and has recently revised its highly successful 2014 Marketing Automation eBook.

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