COMPETITIVE BENCHMARKING

Marketing automation platforms are mostly focused on digital campaign execution, automation an
is that a master marketing database can nurtured by collecting and integrating the customer profi
the buying process by sending/providing them with relevant and personalized content until they be

this kind of marketing has been email but today brands have started reaching customers throu
Historically
primary channel
this
kind of marketing
has
been
email but
today
have
mobile app the
or traditional
email. for
The
Marketing
automation
tools
available
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in brands
the market
channels
like
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social
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mobile
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traditional
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The
Marketing
automation
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campaign and also automate the whole process. Additionally the marketing automation tools als
design
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the performance of the campaigns that have been run. This helps us understand what worked well

Most Marketing Automation software products contain an email engine and abilities to create custo
results, which provide a holistic view of the entire marketing funnel from visitor to customer.
differentiate themselves on breadth or depth of offering, largely based upon current or historical m

Effective marketing automation software will focus both on Inbound and Outbound marketing, fro
leads and finally converting the Marketing qualified leads into Sales qualified leads. Some mar
funnel while other tools only focus on individual stages.

The excel sheet below shows a holistic view of how each of the top marketing automation software

Overview

Product variants

Key Customers

Email Marketing
F
E
A
T
U
R
E
S

Dynamic Content Marketing

Scheduled/Drip
Triggered
E-Mail
Landing Pages
Website Personalization

Native CRM Integration

Social Media

Analytics
Triggers
Profiling

PPC/SEO Tracking
Moblile Optimization
ISV Ecosystem

API
App MarketPlace

Strengths

Weakness

Resulticks
Resulticks is a true Omni Channel marketing
automation tool which has been developed for
marketers by marketers.
It is powered by big-data and it is helpful in guiding
the users while making high impact decisions,
optimizing marketing spend and validating business
results
It helps clients realize definite top-line benefits with
implementable customer connect strategies that can
be combined with an outcome based pricing model

Start-Up: 999$/month
Pro: 2999$/month
Enterprise: 6999$/month

Samsung
Royal Enfield
Moneygram
Yes
Yes
Yes
Yes
Yes
MD, SF, Sielbel, Sugar CRM, Talisma
Yes
Yes
Yes
No
Yes
Yes
No

 Unlike other Marketing automation platforms

resulticks can pull in data from other ERP software like
Oracle Financials, SAP etc
Customers can be targeted based on the
segmentation done based the collected.
Better targeting can be done using the different
campaigning options that Resulticks offers (Single
Dimension, Multi-Dimension and Event Triggered.
Resulticks also has the ability to generate real time
performance reports which can measure and display
the effectiveness of our campaigns.

Since it is a very new product it doesnt have the

same brand recognition that big brand like Adobe and
Oracle enjoy.

Oracle Marketing Cloud

Designed to meet the needs of both the B2B and B2C
marketer, Oracle Marketing Cloud is considered a pioneer
in marketing automation software. For more than ten
years, this trend-setting company has been a market
leader in the customer relationship management space.
Their on-demand system optimizes the entire marketing
process, from lead capture to signed deal. With over 700
clients across a wide range of industries, Oracle Marketing
Cloud continues to be an innovative leader of the pack.
From lead scoring to advance reporting & analytics, Oracle
Marketing Cloud offers the tools your marketing
department needs to track and improve your marketing
ROI.

Basic: 2000$/month
Standard: 4000$/month
Enterprise: Varies based on requirement

The Dow Chemical Company

Build.com
EATON
Yes
Yes
Yes
Yes
Yes
MD, OCRM, SAP, SF
Yes
Yes
No
No
Yes
Yes
Yes

 Oracle provides multi-channel marketing solutions for

both B2B and B2C marketers, so Oracle has the
opportunity to grow its business very quickly.
Oracle has established an impressive set of marketing
solutions in a relatively short amount of time. Its digital
marketing war chest is the reason behind its quick
success.
Although it still has a way to go in the pure marketing
space, Oracle is very strongly positioned for a broader
integration with its service and commerce solutions, which,
if deployed correctly would make it very attractive for
customers to never leave the Oracle ecosystem for all its
business workflows.

Oracle was late to the marketing cloud segment and now

its trying to catch its competitors by rapidly purchasing
other powerful products. But all this aggregation has made
this product a little complicated to use and understand.
Oracle also lacks an ad tech and a web analytics
platform

SalesForce
The Salesforce cloud is a leader in on-demand customer
relationship management. The system offers a broad
suite of CRM applications for small, mid-market and
enterprise organizations, with a focus on sales and
support.

Standard: $1,000/month
Pro: $2,000/month
Ultimate: $3,000/month

Changi Airport Singapore

Vodafone
Sony
Yes
Yes
Yes
Yes
Yes
MD, NS, SF, SU
Yes
Yes
Yes
Yes
Yes
Yes
Yes

 Salesforce's historical strength has always been in its

CRM capabilities, especially with Sales Cloud. However,
with a string of big-name acquisitions, it has announced
itself as a major player in the digital marketing space.
The company has proven itself as an innovator. This
separates Salesforce from much of its competition and
also it provides increased payback for customers.
The user interface of Salesforce gives a simple and
rewarding user experience. Also Salesforce is
championing the Social CRM and delivering technology
to its customers to achieve its social CRM business
objectives
The companys combination of Force.com, Paas tools
and AppExchange lead the SaaS CRM industry in terms
of cloud integration, software customization, third party
extensibility and ecosystem.

Even though its individual products are phenomenal,

Salesforce as a whole is still below its full potential.
In addition, Salesforce currently lacks a content
creation offering, instead allowing its platform to be
integrated with the client's existing content solution.

Marketo
Marketo offers an industry-leading Web-based
marketing platform for companies of all sizes to form
and preserve engaging customer relationships. Built by
marketers, for marketers - Marketo provides everything
needed to achieve success quickly and scale as
business needs grow.
This complete marketing suite features tightly
integrated applications deliver a broad range of
capabilities including marketing automation, social
marketing, lead nurturing, budget management,
analytics, sales insight, and website personalization. In
particular, Marketo offers a process-driven automated
campaign builder, which provides more flexibility and
scalability than the traditional if/then campaign
builders.

Spark: 895$/month
Standard: 1795$/month
Select: 3195$/month
Enterprise: Varies based on requirement

Canon
Leadspace
Northeastern University
Yes
Yes
Yes
Yes
Yes
MD, SAP, SF
Yes
Yes
Yes
No
Yes
Yes
Yes

 The Marketo user interface maximizes consumer

technologies to deliver a simple and rewarding user
experience. Marketo is a complete marketing
automation software system that is particularly easy to
use.
Marketo has especially tight integration with
Salesforce.com. Marketo was developed using
Salesforce.com technologies, including Force.com, and
strives to stay current with Salesforce.com releases and
new innovation.
With the acquisition of Crowd Factory and the
subsequent delivery of Marketo Social Boost and
Marketo Social Promotions, the company is jockeying
for a leadership position with regard to social
marketing.

Marketo is a very expensive lead management and

marketing automation system. Acquisition costs (even
for the lower cost Marketo Spark are materially higher
than competitors such as HubSpot and Pardot.
It appears that about one percent of Marketo
customers use a CRM software system other than
Salesforce.com. This gives Marketo the opportunity to
create a very tightly integrated solution with
Salesforce.com, but also results in very limited
resources or development for other popular CRM
systems, leaving them without tight integration, lack of
focus and delayed software innovation. An integration
does exist with Microsoft Dynamics CRM, however, the
integration doesn't compare to that with Salesforce,
and we've come across scarcely few customers using it.

Adobe Marketing Cloud

Adobe Marketing Cloud is a complete, integrated
marketing system. It features a wide set of
solutions, including Adobe Analytics, Adobe
Target, Adobe Social, Adobe Experience Manager,
Adobe Media Optimizer and Adobe Campaign. It
also offers real-time dashboards and a
cooperative interface where users can combine
the content, data and insights.
The system is capable of combining data across
various solutions along with third-party sources to
create a single, centralized view of each
customer. It can deliver customized user
experiences through all channels, on any kind of
device.

Varies from customer to customer

The Slate group

Scottrade

No
Yes
Yes
Yes
Yes
MD, OCRM, SF, SAP
Yes
Yes
Yes
No
Yes
Yes
No

 Adobe is positioning its core strengths around

data and design. Through its Creative Cloud, it is
already the premier solution for content creation
for many marketers, which gives it a pretty big
advantage when it comes to the other marketing
hubs. Ad agencies and creatives who are already
using Adobe solutions to edit video, images, and
design digital assets will find it easier to get on
board with the marketing solutions as well.

Unlike Salesforce and Oracle, Adobe's offerings

are focused purely on marketers, and not so
much on the sales side of businesses. That means
plenty of content creation and analytics, but less
of a CRM focus.
Adobe lacks the link to CRM which creates the
ability for us to measure the results of campaigns
that have been run.

Refrences

http://www.thehubcomms.com/marketing-cloud/who-is-winning-the-marketing-cloud-wars/article/33
http://www.emailserviceprovider.org/en-gb/which-marketing-cloud-should-you-choose-gb/
http://venturebeat.com/2014/10/20/forrester-adobe-emerges-as-marketing-cloud-leader-beating-ou
http://www.gartner.com/technology/reprints.do?id=1-26DB1T9&ct=141222&st=sb
http://blogs.adobe.com/digitalmarketing/web-experience/adobe-named-a-leader-in-2013-gartner-m
http://www.crmsearch.com/marketo-strengths.php
http://www.softwareadvice.com/crm/adobe-marketing-cloud-profile/
http://downloads.digitalmarketingdepot.com/rs/thirddoormedia/images/MIR_1303_MarketAuto.pdf