Tuesday, June 17, 2014

70+ Players, Sub 5% Penetration: Marketing Automation Still ‘Crossing the Chasm’

by Dan Freeman 
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This is from a recent interview I did with VentureBeat Magazine....



After several years of 50-plus-percent growth, marketing automation is still the new kid on the block.

Even with 70+ vendors in the space.

“If you’re in the business, it seems like everyone’s doing it,” analyst and consultant Dan Freeman told me yesterday. “But if you take a different perspective, it’s really early.”

In the tech business-to-business sector, most companies have now adopted some form of marketing automation, Freeman says. But that’s only a small slice of the overall market, so even though marketing automation gets a lot of hype and virtual ink — particularly via major acquisitions such as those by Adobe and IBM — it’s still very early days.

According to Freeman, that puts marketing automation squarely in the “crossing the chasm” phase, meaning that the sector is just now spreading from the early adopters and innovators to the early majority.

Read the full VentureBeat article...

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