M A R K E T I N T E L L I G E N C E R E P O R T:

B2B Marketing
Automation Platforms 2015:
A Marketers Guide

A Digital Marketing Depot Research Report

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

/>Liv
i
Scope and methodology ........................................................................................................... 2
B2B marketing automation market overview .......................................................................... 3
/>Li\ >i}>>iiii1-f ........................... 3
6i`iE
]iiv`}]>`iL>`}V>i>ii ...... 4
/>Li\-iiVi`>i}>>E
]{ .......................................... 4
B2B marketing automation market trends .............................................................................. 5
/i`\
i`i>vi>i}>>iVi......................... 5
/>Li\/ii>`} >i}>>iVi................................... 5
/i`\-v>i>>-iVi->>-ii>i}>>-iVi>>- ............. 6
/i`\ >`>i`Vi>>Vvi>`V}................................................. 6
B2B marketing automation platform capabilities ................................................................... 7
/>Li{\-iiVi`>i}>>i`V>>Li ....................................... 8
Choosing a B2B marketing automation platform ................................................................. 10
/iLiiwv} >i}>>................................................................. 10
,iVi`i`i>}>vi`V>i.................................................... 11
-i"i\ii`>>i}>>>v ............................................. 11
-i/\`iv>`V>V>>ii` ........................................................ 13
-i/ii\-Vi`}i`i..................................................................................... 13
-i\
iViviiVi]i}>i>V>V ........................................................... 14
Conclusion ................................................................................................................................. 15
Vendor profiles ......................................................................................................................... 16

V"-v>i ................................................................................................................ 16

`Li
>>} .............................................................................................................. 19

+ ...................................................................................................................... 21
i/}i............................................................................................................................... 23
L- ............................................................................................................................ 25
vv ........................................................................................................................ 27
>i ............................................................................................................................. 29
">Vi > .................................................................................................................... 31
->i }ii`> ........................................................................................................... 33
->ivVi .......................................................................................................................... 35
->iv ......................................................................................................................... 37
-i]> 
>.............................................................................................. 40
-}6i ........................................................................................................................ 42
/i>`>>i}>i`>i}
` ............................................................................... 44
Resources .................................................................................................................................. 46

^x/`i`>]VU\`}>>i}`iV 1 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

-Vi>`i`}
/ii>iiVi>iv >i}>>>v>`i
V`i>i`ii}>i}>>v>i>``iiii
i\

U 7>i`>i`}i>`v >i}>>>v
U 7>iii>`}>i >i}>>
U 7>V>>Li` >i}>>>v`i
U iV>ii`>>i}>>>v
U `}>Li>>}V>vLivLi

v>iV`i}Vi}> >i}>>>v]ii
`iV`iiiii`/ii>LiiVii`>i`viL>
{LV>V`ii>i`>V]`ii}>ii`]>`i
i`wi>``V`>i

iivi] >i}>>`iwi`>v\A campaign

management system that drives prospect interactions with the brand, measures prospect
response to marketing programs, and delivers prospect information to sales representatives
through the companys CRM or salesforce automation (SFA) systems. When used effectively,
marketing automation systems will deliver a continuous flow of qualified leads to the
salesforce, as well as the data needed to close sales with those leads.

/ii`wi`iiiiiVVi>>>Liv >i}
>>>vi>i>Viiiv >i}>>
i`/i>iVi`>v>>i}>>>v
V>]>`i>Li>i`iiv>>V>`V]iVi]i`

/i>i>i`LV`V}`iii>>>`iL>x
i>`}i`>``ii/ii]>```>ii>V]viL>
vi

February 2015
Editorial Advisor: Scott Brinker]
iv/iV}"vwVi]i>Vii>Vi
V>`>Li]
iv>i}/iV}\Viv>iVV
Writer: Karen Burka]-i,ii>V
>
Editor: Claire Schoen]6*]>i}-iVi]Third Door Media

^x/`i`>]VU\`}>>i}`iV 2 >\i>iJ`}>>i}`iV

Sales and Marketing
together at last.

B2B Marketing Automation

by Salesforce
www.pardot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

>i}>>>i B2B marketing

ii
>i}>>>v>i}i>i >iiv>Vi`>i
ViViviVVi]>`i>>v`}>>i}V>i]>`>iVi`ii`
iviV>`Vi`>>
VV`}ii,ii>V] >ii
>ii>i}>>iiiVi>Vi>ii>iii
VL
Li`ii>v`>LiV>V>iq`iwi`>i
v>}}i}>iiviL>i`iVV>>i}VL>i
viV>i`iiq>iiii>>i}>>>v
automation vendors
are benefitting
from their product
success, as marketing
automation systems
revenue grew 60%
to $1.2 billion in
2014...

>i}>>i`>iLiiw}vi`VVVi]>>i}
>>iiii}ifL{]>VV`},>>L
V>i]
>>i}>>ii>V>`V}wii/>Li9i>ii>}
>>>iix

Table 1: B2B marketing automation systems revenue (in US$ millions)

$1,400
$1,200
$1,200
Revenue in $ millions

$1,000

$800 $750

$600 $500

$400 $325
$225
$200 $100

$0
2009 2010 2011 2012 2013 2014

Source: Raab Associates 2014 VEST

Li}`iL>>iv>`iV>>i`iiVi}
iVL>i`iV`}iiVV>]Vi>V>}i`}`
*
>v>Vi]>`w>V>iVi`iVi>V>xviVi
L>ivii>i`

9i]ii>V>>i}>>>vii>qLi
}i`}qi>iiivii>>i-v>i
`Vi]>`v>i]
v`>vi>v>iLiVii>>i}>>i
vVLii>`i>v>}iwi>i}>>
v>i]>VV`},>>L
V>i

/iv>Vi}>i>V}>iii>>i>vi>ivi>`
>vv`>L }wiiViv >ii}>i}>>>v
`Liiii>i}iivi>]>VV`}-iV i>
v>iiii`L
Li`ii>`iViVi`iii
VivV}i>i}>>>v`iq`V>}>}ii
v`>v>Vi
iiV>i}iv`]i`>ii`}i
i>>LVi`]ivi`>v

^x/`i`>]VU\`}>>i}`iV 3 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendors use M&A, venture funding, and rebranding to capture

market opportunities Selected Marketing
Automation Vendor
>i}>>i`>i>>}>Liv>i}V>>Vi] Funding 2014
>ii}i>`>V]V>>v]>`>ii}
January: ->ivfn
ii>}iiiVi>i`LiiV>i}i
-ii ii`

vii}i>Vi/iV}]->i }ii>>->i April:
V"f{ii
}ii`>VLi`vv>i}iVi>Vi>i} v`}
>>>vVi>i>>i}>>iVi>>-`V/i}> April: ->ivf{v
vvi>ii>>>}i`iViVi`>>V>i}>> `Vi`i

 i>Vii>`i `>i>{ May:
+f

V>iv-iii/>Li/L>>V>`i}iViV>>Li] -ii v`}`
->ivViL}`>>i}iVi,i>i+vf{ October:L-*">i
->iv>Vi``>iViii>{]>`ii` fx>i>>v
iV>i`>V>>Li>i-V>`ii->iv fnn
>v->iv>i`i>fiiv`}>i{
October:vvfxx
iv`ii}>
-ii`vii
w>V}
L-"VLi{>LVvvi}*">i`fx>`i`
Source: Third Door Media
>>i>>vfnn->>``i`Li- >i}
>>i`
V">`vvL>i`}wV>iiV>>
{w>Vi`V`iii>`ViV>i>
V">>Vi`
f{
{]ivv}ii>i`fxx>-ii`i`L
>
>>6ii"VLiii`iL>

Table 2: Selected marketing automation M&A, 2013-2014

Vendor Date Acquired Notes

`Li i i>i f>Vv>i}>>>v

L- March 2013

i iwV>>/i`Vi`
*i7 "ii>ii>V>/i`Vi`

>i iViLi }i> f>VvL`>i}>v

">Vi iL>{ i> /`>`>>>>}ii>v/i`Vi`

>>{
ii
`L>i`iVi`i/i`Vi`
iViLi ,i fx V>ivV`L>i``}>>i}>>}ii>
v
"VLi
i`
i>i}>v/i`Vi`

->ivVi { ,i>i+ f>Vv`>>}>`>i>>iV}

i >V/>}i fx >Vvi>>i}iVi`i
V`}*>`
i `}i-} >`>>ViV`i/i`Vi`
>
L>` fV>ivV>L>}iVi
iL> -v
i>i}>/i`Vi`

->iv >>{ vi >i}>>>v/i`Vi`

  >{ -i
`L>i`>i}>>>`i>>/i
`Vi`

Source: Third Door Media

^x/`i`>]VU\`}>>i}`iV 4 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

>i}>>>ii` The speed

of marketing

Liv}wV>i`>i>}i >i}>>>`V>i] automation change
V`}\ has led even the
largest vendors to

i`i>vi>i}>>iVi
open their platform
>`i`Vi>>Vvi>`V}
-v>i>>-iVi->>-ii>i}>>-iVi>>- architecture to
facilitate integration
Trend #1: Continued expansion of the marketing automation ecosystem with a wide range
of independent
/iii`v>i}>>V>}i>i`iii>}ii`ii
>v>ViViv>V>ii}>>`i>}iv`ii`iv>i
software vendors
i`-6">Vi >->ivVi
V">`
+]>ii (ISVs).
>i}>>>vwi`ivviiiL}>`>
>VVi>`iiiv>
>i]i>i}>>iViV`i
qLi`q`}>V>>}>>}ii]V>i`>>``i>i}]iL
L}]`>>>>}ii>`i}iVi]>`>VV}>V>ii/>Li

-ii`>i>i>>VLi}>}i>i>viVi
Lii}vii`
iii`viiV>ii`vvi}
i
*]>}-6Vi>iVv>i>}i>v/>>
V>i>>Vii>ViVi>>>iii>iLi
}>]>`vi>i>- >}L`}i >>Viii>}i>i
>v]}}i>ii>iVV]V`L>i`>VVii`ii`>

Table 3: The expanding B2B marketing automation ecosystem

Web
publishing
(Wordpress,
Drupal
Video
marketing, Social media
tracking (Facebook,
(Wistia, Twitter,
Vidyard) LinkedIn)

Marketing
automation
PPC/SEO Data and
management
platform intelligence
(AdWords, (Data.com,
Google GoodData,
Analytics) ZoomInfo)

Event
CRM
registration
(Salesforce,
(Cvent,
Sugar,
WebEx,
NetSuite)
GoToWebinar)

Source: Third Door Media

^x/`i`>]VU\`}>>i}`iV 5 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Trend #2: B2B adapts predictive analytics for lead scoring

Venture capital fuels
*i`Vi>>V]V>i`ii`
>i}iVi``V predictive analytics
V>iL>i`V>iLi>]>iLi}i`L growth in 2013-2015
>iii>Vii>`V}/i}>i>Vii>}i
>VV>i`iv]>v]>`Vii>` UiL>x\ii
f>-ii `
/>`>i>`V}`i>iL>i`iv`>>>i\Li>i] UDecember 2014:vi
iV>i]L}>``i}>VqViL>i`>>i>}iv fx-ii `
`>>*i`ViV}V>V>ii`>>LV}
U May 2014\iif
iLi]V>i]>`i>iV>i
,>`>i}
>-ii
`
`>>L>iivV>V>iVi"iV>Vi}iL>i`v>V
V>iViLi}i>Vi>>`i>V>i UFebruary 201{\>Vi
}ifxii
i>>vvivi>i}>`i`L >i}>>i`{ `
i>i`>>V]>VV`},>>L
V>i
}}Livi`Vi UOctober 2013\}
>>Vv>ii`>>iLiVi>v >i}>> f-ii
`
>viVi/ii-6V`i>Vi }i]}]]ii]
>`vi]V>>i`}wV>iiV>>>`{v`} UMarch 2013\
ii`iL> fii`
Source: Third Door Media

Trend #3: Software as a Service (SaaS) evolves to Marketing as a

Service (MaaS)
`V>}i>i}i`i>LiiiviL}}iV>i}iv>V}
>i}>>i`ii}Vi>i>iii>
ii`]
nxv >ii}>i}>>>v`Liiii>i}
iivi>]>VV`}-iV/ii>i}>>iVi
>>->>i`>i`VLiiv>i>v>i}iVi
`i`iviVi-ii`>i`}ii>i>}i}
>}iVi>>i>``iiViL`>iiv>iV>>Liiiq
>V>i>}iiq>iv}>i`i>}iVi

iiiiii]->ivVi>`
`Lii>V>ii`vi>}i
i>>>}iV`}V>i-iiLi{->ivVi>`"V>}ii`
Vi>i>
,>>Vi>`i"V>}iVi>VVi->ivVi
>i}
`]V`} >V/>}i>`*>`*LVi}i`

`Livvi>}iVii
>"*>v]V}ii>
`Li
>i}
``VV`}
`Li
>>}]
`Li
>V]>`
`Lii`>
"i

L->`iVi->-}>i>}i}i`>i>}iVvVi`
`ViVwV>`i}i`v>>}}iViL-*>i}>
`i>v]>}]>`ii>}iVi->-}`i>}iVi
>i>Lii`>v]`Vi`V}]>`vi>iV>}i}
v>V>i>VVii>VV

i- >i]>vV>
V">`
+>i>`i>`i
ii}`Vi>iii>ivi
V"V>}iV`i`>}>`
`ViVi>>`>>}ii]>1vV}`>L>`]>`>`ii`i

,i}>>i>`i>>ii}>v
,iV>->ivVi
>`-}>
,
+Li>>V>i``iv>vvVi`
iivi>i\V>ii>`}]>`>}>``V>>Vi>i>i}
V>>}]>`iL-6i}>v
,]Li]>`V>>}iiV

^x/`i`>]VU\`}>>i}`iV 6 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

>i}>> Virtually all

marketing
>vV>>Li automation
platforms provide
>i}>>i`i>>i}]>>i`>V`iV>>} the ability to create,
`iii>`iiV>`}>}iVi>V>}]V}]>`}i>`
send, and measure
>V}iLi>`>>}>`i}i/`>]i>ii}
>`i}>i`>i}vV>>`iV>iV>>}`iii personalized email
>`iiV]Vi`>>ViV>`>}i]
,>`-6i}>]>`," campaigns.
>>>`i}1>i]i}>`iVii>LL`]
>V]>`>>}i`}>V>>}]>`iyvi>`>iiv
>i}>i

6>ii >i}>>>vwi`i`ii
v}ViV>>Li\

U i>>i}>`>`}>}i`iii
U iLi>V}
U i>`V>i]V}]>`}
U Vi>i`>i}`>>L>i
U >i
,i}>>`
U `>>>>>`i}

ii]i``vvii>iL`}>``>q>>Li>``
V`i`iL>iViq>vviiv}>`>Vi`vi>i\

U `>ViLiVi}ii>
U V>iV>>}>>}ii
U Li>iii`i}
U ,">`iiii}>`
U L-6>i}>

/iv}iV`Viii>vii>i}>>V>>Lii
`iii/>Li{

Email marketing campaigns

/i>>v >i}V>>}>ii>`i]ii>iV
Li`iVi]>Li]`i]>}i>>>vi>iv>i}>>
>v

6>>>i}>>>v`ii>LVi>i]i`]>`i>i
i>i`i>V>>}7iii`vviViVi>i`>`i>i`
i]>`L>i`Vi`i}i>i]>V`>V>}ii>i`Vi]
i>}i}}i>`Vi`}V>>Li]>`i>>>Lv
i}i>}i
`ii>L>>v>VV`i

-i >i}>>i`vvi`i`V>i`*>``iii
`ii>L]>``ii>LLV`},i*>ii>`ii>L
iVi >ii}>>`>Vi`vV]L>LiVV>>ii>>
i>Vi>`iVi}Li`iVi>`ii>ii>}ii
>iVii

^x/`i`>]VU\`}>>i}`iV 7 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Table 4: Selected marketing automation vendor capabilities

Email marketing Dynamic content Native Social media ISV ecosystem

PPC/SEO Mobile
Vendor CRM
Scheduled/ Landing Website integration1 tracking optimization App
Triggered Email Analytics Triggers Profiling API
Drip pages personalization marketplace

AutopilotHQ 4 4 4 8 8 - 8 8 8 4 8 4 4

Adobe Campaign2 8 4 4 4 4 MD, 4 4 4 8 4 4 8

"
,]
-]-
*

Act-On 4 4 4 4 8 MD, 4 4 8 4 4 4 4
-]-]
-1]

eTrigue 4 4 4 4 8 MD, 4 4 8 4 8 4 8
-]-1

HubSpot 4 4 4 4 4 - 4 4 4 4 4 4 4

Infusionsoft3 4 4 4 8 8
4 4 4 8 8 4 4
>>>Li

Marketo 4 4 4 4 4 MD, 4 4 4 8 4 4 4
-
*]-

Oracle Eloqua 4 4 4 4 4 MD, 4 4 8 8 4 4 4

"
,]
-
*]-

Sales Engine Media 4 4 4 4 8 ]- 8 8 8 4 4 4 8

Salesforce (Pardot) 4 4 4 4 4 MD, 4 4 4 4 4 4 4

-]-]
-1

Salesfusion 4 4 4 8 8 MD, 4 4 4 4 4 4 8
-] ]
-]-1

Silverpop (IBM) 4 4 4 4 4 MD, 4 4 4 8 4 4 4

-]-

StrongView 4 4 4 4 4 -
*] 4 4 4 8 4 4 8
-]/]
1

Teradata 4 4 4 4 4 - 4 4 4 4 4 4 8

1

,i>LLi>\ v
,qvi->i}]Vv>V] - i-i]"
,">Vi
,]- -iLi]-
->ivVi]-->}i
,]-->ivVi]-1-}>
,]//i>`>>]1 1V>
2

`LiV>i`>V>>Li>i>>>Li}
`Li-V>]>i>>iVi``V
3
vvV>i`>V>>Li>>>Li}-V>]>>```V

-Vi\/`i`>

^x/`i`>]VU\`}>>i}`iV 8 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Website, landing page, and web form development Creating an engaging

i`iii>LiVi>iVV>>]> >ii}}iLi> experience for

}i`}>ViV`}ViLi]iLi]>`V>i mobile prospects has
>i}>>i`>ii>`i`iViV>>Li]V`} become a must-have
V>}ii`i}`iLii>LiiViiiiiVi>`
capability for every
vvi}i`>VVi}ii>L>i`ViLi>7iLi>`>`}
>}iV>Li>>V>i>i`L>i`ViL}>`L} digital marketer.
>`}>}i>`iLvi>iV>LiVi`L>`}]>}i]>`
>i}Vi*}iiw}>>`>Vi`vV>i>iv
`>>>`i>`>>VV>i>``>iVv>i>Vi
ii>V>V>>}

Mobile optimization

i>}>i}>}}iiiVivLiiV>LiVi>>iV>>Lv
ii`}>>ii >]>`}>}i]>`iLv>ii`LiVi>i`vL
`i>`LiiV
>i] >i}>>>v>iLi}}
V`iiii>ivi>]>`}>}i]>`iLv
`}L
ii]v>V>}iL>i}i`i-ii>i`>i>Li>v
>VVivLii]`}>>i`>i>`ii`>>ViV>>Liv
wi`L>i`i>V

Lead management
i>`>>}iiViiivV\i>`V>i]i>`V}]>`i>`}

U Lead capture.i>`>iV>i`v>>ivVi>vii`i>i}
>>`>>L>i]V`}Li`\iLi]V>i`>]>`
`}>V>>}]i>>i}i`i]>`i>i`ii]>`V>i`
`>*>v>L>i`ii>iV>``>i>`Vi
V>LiV>i`]V>}>i
*]iii>vvvi>`}>}i
>

U Lead scoring.i>`V}>}>>ii>Vi>`L>i`>i`iii`i
viVi>/>`>i>`V}`i>iL>i`iv`>>>i\
Li>i]iV>i]L}]V>>``i}>VqVi
L>i`>>i>}iv`>> >i}>>>v>iLi}}
vvii`ViV}]VV>V>ii`>>LV}
iLi]V>i]>`i>iV>i
,>`>i}`>>L>i
ivV>V>iVi-ii/i`

U Lead nurturing.i>`}iVivii}iVi}>}i`i
L>`}i`V]i>i`VV>V>>}i>ii>`
>i>V>i>i}>>>v>vvi>LiviL
}i>V]>i>>iViiVi>`Vi
/iiivv>ii>L`>i>LiiiiL>`>`iV]>`
`ii>V>ii>`viiVi>`

ROI and revenue reporting

i>i}>>>vVi>iv>`>`i`>L>`
>>V>w>Li`>>V>iLi>V]>}iii`]iii]
i>ii`]Vi`>`i`]>`V>>}ii/iii`i>}
`i}iivV>>`>>Li>VViLii>i*>v`vvii>i
iviV>ii}V>>Lii]V>i`>>`**
]>`i

^x/`i`>]VU\`}>>i}`iV 9 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

>>>Lviii>`,">>>`i}i>`>Vi`>>VV`i B2B marketers

iii>L]i`Vi`i}]vi]>`>i>i}viVVi are using a wider
Multichannel campaign management variety of digital
marketing channels
>ii>i}>`i>iv`}>>i}V>ii>ViV
>`Viii>i>}iiivii``iVi*>`>`}>Vi>V
to reach prospects
V>>}>V}LiV}>Vi>}>vi>iv>i}>> and customers with
>vi>vii`wi`ivvi>`>`}>Vi>V relevant messages
V>>}>>}ii>`>V}]>`i}>ii>VVi`>>]V>ivi> on their preferred
ii`]iVwi-ii>>vvvii>`>Vi`vV>] devices.
V`}>V}``>**
V>>}i]L>iVV}}i

`7`}

6i`>`ii>>VV>i`>V>>}i}>>v
wi`i`iiiivV>i`>L}]>}]>`>V}
v>iV>>ViL]/i]>`i`]VV>Li>>}i`}
i>v-ii>i`vviV}iVivV>i`>]i>>i
`}
*}>VVi>>i}>iV>i`>>>}iii
>vi>`>Vi`V>i`>V>>LivV`iVi}>vV>>}
>>}ii]V`}L`}v>`i>i`>`V>i]>`}
V>i`>}V>i`>>>`L`i>`wi

CRM and ISV integration

>ii}>
,i>LiVi>VV>vi>iv>i}>>
>vi}i >i->ivVi]Vv>V
,]">Vi
,]
-}>
,]>` i-i>iiV>>>LiViV>>Vi`
Liiiii>`>i`L`iV>viii>i>i]
`>>>>``i`L>>ii>>VViV`i
,Li>>V>>``i`
iiV`i>i}>>>vv>i}ii]>i

>vi>vwi`i>vvi
*>`>>i>Vi
`ii>ii}>>>iv-67iii}Li
`iVi>`V>i`>>i}]iLiv>>`>>i>ViVi
Vi>i/ii>Li>``>viiV>i>i>Vi>
*i>i}ii>
V>}i`>iV>L>vi>V`>>`>`

}> >i}>>
>v
The benefits of using B2B marketing automation
/ivi>v`}>V>i>>`iVi>}`vwVv >ii
>VV>i>}iiV>`Vii}i>}i>i}i
*iV>i>>}}iviL}Viiii]Vi>}`iV
Lii>V}L>`iLi>`V>V>iqiii>}>>ii/
LiivviVi]>iiLiVi>i]>}ii`]>`>}i`>i}>i>
>i}i>iLLi>Li>`Li>>Vi`iiV>i}}>i
`>V>`Vi>},"ii] >ii>V>iv>i>`>i}
V>V>}>iiLiiwv>>i}>>>v

^x/`i`>]VU\`}>>i}`iV 10 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

U Increased marketing efficiency.
>}iV}]>>>>`Vi Understanding

Vi>]>>}ii>`i>>]V>>}Vi`}>`iiV]`>> your current
}iii`V>iVi`>>i`}>]VV>
>i]>`i>`}>ii>`i`V
marketing processes,
knowing how to
U Enhanced ability to generate more and better qualified leads.>i}>> measure success,
VLiiVi>]V`}`i}>V>`Li>>`>>>}ii`] and being able to
`>`]wi`v]>i>`V}i]}ii>i>``iv>i identify where you
>wi`i>`
are looking for
U A multichannel view of prospect behavior. /`>>i}>>>v>i improvements, are
i}>}iV>iVi>iiViiiiVwi>`i all critical pieces
ViviVLi> of the marketing
automation platform
U Better alignment of sales and marketing goals.>i}>>v>iV>i
>}>i>`>i}ivvii>>ii>i}>ii>`
decision-making
i>` }Vi>iiV}>>ii>``iwi>wi`i>`]>i process.
>`>i}LiViii>>i}L`}i>i>
>}ii>`i>Li>ivViivvi}>wi`iV

U Improved lead conversion and ROI.
VV`}ii,ii>V] >ii

>ii>i}>>iiiVi>Vi>ii>iii
VL

6>>>i}>>>vvvi->>-L>i`V}]i>}v>i
Vii`LiVi>`i`Lii`-ii>i`>}i}iiii
>i>vvii>>>`ii>iVi*V}viL>i`
iLivV>Vi>i}`>>L>i]iLivi>>i}i>}i
ii>V]>`iLivii`ii>>V>V]>`>
vvi`ViV>}ivi}iiVi

Recommended steps to making an informed purchase

1`i>`}Vi>i}Vii]}i>iVVi]>`Li}
>Li`ivii>i}vii]>i>VV>iVivi>i}
>>>v`iV>}Vi/iv}iVivi
i}>>Li}>Vi>`Vii>i}>>>v>
i}wvLiii`>`}>

Step One: Do you need a marketing automation platform?

iV`}iiV>ii`>>i}>>>vV>vi
>ii>>iii`>v>i>`]V`}>Viiiiv
>iiv}>>Liii`]>vvV>>Li]>>}ii]>`
w>V>iVi1iiv}i>>}`ii`iiii>i

1. Have we outgrown our current marketing system?>i}>>vi>

vV>i>>i}}>`>`ii`V>iiivvv>i
`>>i`>>L>i>V>LiV`>i`]>i}>i>i
>V>`iiiiivLi>>>}i}ii`]>Liiv>i}
>>iiiiiiiiVii

2. What marketing automation capabilities are most critical to our business? `iv
>`iv>iiii>`iiV>>Liii`vi
ii>iiii`i>i>VVi>i}`>>/i>i
^x/`i`>]VU\`}>>i}`iV 11 >\i>iJ`}>>i}`iV
M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

,i}>>>i>i>V>i`V>i`>iiVi Marketing
/iV>>i}>>}ii>`i}>Li> }> automation is not
ii`]Li>LiiViiiVVi>`Vii
>v>Liiwi}>>
a one-size-fits-
all solution; its
3. What kind of marketing automation platform do we need? >i}>> important to find the
>iiw>>w`i}w i>>V>i right fit.
vvii>iL>VV>>Livi>]iLi>V}]>`>>i}`>>L>i

``>V>>Li>]ii]>`iv>ii`
L`>i}V>i`>]L}}}]- "i>>L`i>

ii}>`>>Viivi>iii`i>`V}>VV>>v
>i}Viii`}i>iV>>Lii>i}i>>`
>}i}

>>i}>>i`>i`>`i]V
>i>]>>V]>
>i}>ii`]>ii
`i}iii>Vi`>>i`iv>iVi
i}>i]>`i>}>i}ii`

4. What are our goals?VV>v>}>vi>i}

>>i>i>ii>vi>`>`i`vvL
>i}>i"Vi>iiiiLVi>}Vi>i>}ii
L}VVi>iLiL}>`>iVVi
i>i}i}>}ii }i>i`i}iii>Li
}>>}>

5. Does management support this purchase? i>ii`>i>iiVi

iVi>i
ii iV>v>ii>i`iV
>ivV>i]ii`>>}iiLi`i>Livi}>
vi >}>L>ii*ii>Vi}V>i>iLiiw
viv>i>i}iV/V`V`iVi}ii>`]
>}>iiivwVi]>`}V>>},"

6. Do we have the internal skillset and staff necessary?/>i,"]i>

>vvii`>}>`>}i`ii>`iiViiLiVii
v>i}>`>i}>>>iLiii>}]iii`
iVi>ii>`V}>`}i]i>`>wV>
`iw]>`iivviVi>i}V>i>>`VV>`iv
iii}>>>iii>`iiiVVi]>i>
Li}iiVi>Lii>`i`

7. How will we measure success?/ivi}ii]>`i`iV

`i>`}>i>`}>>i}>>>vv}>
Vi>iVi]ii`>Vi>iLivi
>>`ii>i>Vvii>ivwViV]Lii>i`
iVi>i]VV]iV>``i>}>}>>i}
}>]ii>ii`i>`Li>`v>v>}i>>ii
i`}L>Vi>V>>Li]Vi`Li}>Vii-i
LiV>>ii>>iiVVivi>>

8. Have we realistically assessed the cost?-i>i}>>>v>i>

Vi]iivi>i>``>`iVi>V>}wV>Vi>i
V>``iVviv>iViiiv>}Vi
`i>`}]V`iiVv}}iVi>`>}]>i>i

^x/`i`>]VU\`}>>i}`iV 12 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

`iVV>V>i`}i}>vv>`}iiii]i Once you have

Vi>>``>>>}Liii>i}>`>iv`>i/ determined
`i}>vv]Lii>i>L>iiiViV>L>
i>i]vi>vvvii>i]w`>]>`VV
that marketing
Vii>i`i} automation software
makes sense for
Step Two: Identify and contact appropriate vendors your business, spend
time researching
"Vi>i`iii`>>i}>>v>i>iiiv
Li]i`iii>V}``>i`>`iV>>Li>i>v>i
individual vendors
>i}V>>LiVi>i]i>`i>i]>`i> and their capabilities.
V>i/>V>i}VV>]>`V`i>`>V>i

i>i]vii`i}vLiiVV>>i}Vi]
iV>>LvV`}i`ii>``ivw`>i
i``ivvi>iV>>L]>w

/>ivV>>Li>`i`iii>V/i,iViiV>iL>V
viV`i>vL}]i]>``ii>V>i>vi
i`wi`i>`ii>i>`i>Vi>V>i

"Vii`iii>V]>`ii`>ii
Vi>-Lvi>i}>>V>>Lii`iwi`]>`i>
iv>ivii7iiVi`>v>,,*Vi
>``>iviiVi]iiLii}ii>ivV>>Lii>Vi`
v>V>iV>/iivviVi,*iiii>v>>``i
>iv>>LLi>`>i}>>ii``iyiV
}ii>i}V}>>`*i>i]iV>>*
>`i>>iiVViv>i}>>ivvV`i`i>
>Lii>`ii}`}>iV}>i`ii`

7iii]>,*v>V>ii>iVi>`ii>iii
i`L`iVi>>i``i>`}vii]iii]Vi]
>`Vivii`i`V>ii,*ii]`Li>Li>
`iiv>v>>`i

Step Three: Scheduling the demo

-i`ivi`>i>iiv>i>viiVi}
i,*ii]i>iii>V>>ii>>i>i>
i>ii`iV>]>`>>iiv}\

U i>i>vi
U iii`ii`i>`Li>`>i}ii`
U
ii}>ivi>i
U vi>>iVwVi]V>i`i>ii>iiV>

"ii>i>Vi`V`i\

i>i}>iv>i}>>
7>iL>`}Vi
}`iii>>i
{7>`v>`>}>iV`i`iL>iVi

^x/`i`>]VU\`}>>i}`iV 13 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

x`>i>`}>> Before deciding

7i>i>`i`V>i`>VVi>>>Li on a particular
ViViiivvV>
n7>ivi>i>ivV}viV}i>
vendor, speak

>i`>iv>vi`>i]>vii> with one or two
customer references,
i>i>v>`i>viiVwVV>>Li>>i`iwi` preferably someone
,,*
`iii}`V`i}L>V>>``i>}Vi in a business similar
i\
to yours.

i>i>`i`>ii>vV>V
>
>Vv>
-6wi

i>i>`i`>i>`}>}ivV>V
{ iVi>iV>>}>i>]>}]>`>`}>}i
x-ii>i}i>i>`VV}
-ii>i}iL>vwV>`iVwVi>`v>i>V>>}

/>}}i>>vii>i>iLi}>ii`

Step Four: Check references, negotiate a contract

ivi`iV`}>>V>i`]i>iViiviiVi]ivi>L
ii>Li>/ii``Li>Liii>
iviiVivV>`iviiv1i>>>``>
i]>`w`i>L>i>ii>ii``}i`i
>ii>iiiLiiivii`ii>>ivi
>v
`i>>}iiL>Vi\

U 7``i>>i}>>>v
U `}>i>vv>iv]>iViVi
U 7``iiV>vii
U }``ii>iii
U >>vi`iiV>
U `iViiiiivii`i`
U 7>
,i>vi}>i`
ii>i`>i}>
U 7iiii>i>`>LLivi>`
U 7ii>iiiiVVi/iL}}iV>i}i
U >ii>}VVi
U iiViiVi
U >iiLii>`i
U 7>iiv]>V>Liv>iii>v}ii>i
U 7>`i```vvii
U 7`iVi`>v

}>i`ii>>>V>V]>`"ViiiiVi`>i`]
Lii}i}>v>iV}>`>iVii`iV>V

>L>`v>``>vii}Vi
iiiV>}ivV`i}]v]
V7>iV>}ivi}ii}iVi]>`ii>7>
>i}>>>i>>>Li>>`i}>ii>vvii`>
>ii`i>]>>V"L>}i>ivq>`>}i
}qiiviii>``>V`i>`

^x/`i`>]VU\`}>>i}`iV 14 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

V Finding the
best marketing
>i}>>>v>i}i>i >ii]>iv>V} automation platform
>iViViviVVi]>`i>>v`}>>i}V>i]>`> for your organization
iVi`ii`iviV>`Vi`>>/LiivviVi]>iiLi requires a rigorous
Vi>i]>}ii`]>}i`>i}>]>`>i}i>iLLi>Li>`
internal assessment
Li>>i}>>>vV>i>Viiii}>]>`i>i
>LiviV}>V`}iLi]>`}>}i]>`v`iii of your businesss
i>>i}V>>}iiVV>}]V}]>`}i>`>V}iLi marketing and
i}>}V>iV>>}>`>>}>`i}i sales strengths,
challenges, needs,
`}iLi>i}>>>vv}>>ii>}
and goals.
i>>iivLi>i}>`>ii}]V>i}i]ii`]>`
}>*iv`i`}iViiVi`iv}]ii>V}]>`ii}
>i}>>i`
VVivVVViV>i}i>i
}i,">`}}Li`Vn

^x/`i`>]VU\`}>>i}`iV 15 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U `>i V>iiiV}]vi>iVi]w>V>
iVi]>v>V}]i`V>]>`i>V>i`i]>i>`}>

V"-v>i >i}>}iVi
n-7
ii`i*>Vi]
-ix Key customers
i>i]",n
/\xxxxx "->i
>VV *}ii>Vi
->
/`
1iv>
8i

Key executives
,>},>}>>]
"
-> >}}>]
iv,iii"vwVi


>iii]
"
*> >`i>]
"

Company overview
U `i`n
U i>fiiv`}]V`}>f{`
{
i`L/iV}
i6ii
U
Vi`i>ivVi>iL}]>
>i}>i>`Vi>iL}ViL>i
U
``>vwVi,ii>`->>i]

-V`>i]
<->i]7


V>}] ]
,i>`}]1>` >}>i]`>

Product overview
U ->>-L>i`>i}>>>vv >ii>i>
>i}i>>`i`/iVi
U +V->i`iiVV>VVi>v
V"vi>i]V`}
i>>`>`}>}ii>i>V>Li`>V>Vi`L>``}
iii>`iiVi`>L]`]}}ii`V>>}
U 1`>i`Vi>>}ii>`Vi>i`i`>}>``vV>
U V`iii`i}i`iVi
U 1`>i`1>iVi`>L>`V`}i>>`
i`>LiVi}>i`Li>i`>i}>Vii>ViVi
>>}ii>`>}>
U />ViLi}>```}i

V>Liiii>Vi`}>*>``i`>>L>i
i>`>>}iiii]Vi]>`i}iiVL>i`
`i}>V]w}>V]>`Li>>`>>
>i}>`>iiiiV}>>iivi>`>wV>
U Act-On InboundiVi]L}]>`iLivi>Vi}i
>>}ii`vL- ">`
`7`>`i>iV>>}
ivviVii
U >>>}iV`L>i`

^x/`i`>]VU\`}>>i}`iV 16 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy CRM and ISV integration
U i}>i`"V> U >ii}>->ivVi]
i}>}ii>v> -}>
,]Vv>V
,]

V"-v>i >iii>iV>ivviVii i-i]>`v
,vi
n-7
ii`i*>Vi] V`}Vi]i>`}ii>] ->i}
-ix >`iii ->ivVi
,>v>V
i>i]",n U /i*iV`>L>`i >i`>>L>iviV`1i
/\xxxxx /i
*>i>V>i ViV>i}i}i
>VV ii>/iVi>
V"`>>L>i
}ivii` vV>>}`iii>`
U 1iV>>``V>>}L iiV
i>V>>}>`>`}>}i -i}i>iV>Vi`]
ViV>`L>`V>V>>} >}>ii>>}i]
iV>i`>V>i]V`} iVVi]>`i>}>ii>`
>ViL]/i]*ii]}i] L>i`iVLi>
9/Li]>`i` }V}i>`>ii`
U Act-On Insight `>L>``i >>iiV}i
LiV>}vV>i`>>` ii>`V}Vi>
iLL>i`>vwV>}>iVwi` U *>`VVi}>7iL
Vi >`/7iL>Vi`i]i`
i]>`>Viii
Reporting and analytics ii
U >ii}>`>>iVi
U ->`>`i>Vi V>>>V]>>*iV]>`
>V]V`}ii>` <v]>i>iL>>V
>}iii`]ivi}i]i> iV`}}i
>V>`
ii]iL>>i`>Vi]>`}  >>
>V
>}i]>`vLi` U , -/v
*i"
v
U ii>i`iwi >iV>i>Li`>
viL>i`LiVi] >`iiii}>
>ViV}Vi] >>>LiV`i\Vi>i}
i>ii>y>`iV `i>i}]`>>>>V]
}ivi]>`V>i V>i`>]V>>V}]>`>i
i>Vii` i>Lii
U ,iV>Li`>`i`}
Vi
-6i>} Pricing and support
i}iVi>>>ii`
iii>V> Vi U *V}iL>i`iLi
U >>}ii>`} v>ViV>ViVi
V>>Li`i}i`v>i} `>>L>i
>}iViiVi>VV fv]>Vi
V>V
fvx]>Vi
V>V
f]xv]
>ViV>V
U
i`V}v>ii
>}i>ViV>V`>>L>i
U
iVViiii>i

^x/`i`>]VU\`}>>i}`iV 17 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
>}i`i>V>VV
U *i]V>]>`{i>
V`i`iL>iVi
U ->`>`V`i
V"

V"-v>i 1i>`
V"
iiv
n-7
ii`i*>Vi] ViiVi>ii`}iL>i
-ix viL>]ViV]Li>VVi]
i>i]",n >``V}`i>i>>i
/\xxxxx >i`iiiV>>i
>VV ii>`

^x/`i`>]VU\`}>>i}`iV 18 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U ii
>` >iiii>]>i>]i`>>`
ii>i]w>V>iVi]>`}iiiV>
U
>vi
`Li>i}
`]
`Li
>>}i}>i`ii>
i
`Li>`V>>}iiiiVi>V>iV>

`Li
>>}
{x*>
ii Key customers
->i]

x{
/nnn Dior
>`LiV 
i

}
,i>
-i>
6ii*ii

Key executives
-i6>]6*]>i}->i}]}>>i}]
`Li
-i>iiVi]6*]
`Li
>>}
-i>iV]6*]
`Li
>>}]
iV>
/> `>i]6*] }ii}]
`Li
>>}

Company overview
U
`Li-i>v`i`iViLin
U
`Li>Vi` i>ivfV>i
i>i>v`i`>Vi>`iii`i1->i
U i>i>iL>`i`>
`Li
>>}>`ii

`Li>i}
`

`Li>i}
`>LVL>i`iVii>L}i
ii>}iVi>i`>`>i``>>]Vi>i]>`wi

`Li>i}
`>``>>i\
`Li
>V]
`Li
/>}i]
`Li-V>]
`Li iiVi>>}i]>`
`Lii`>"i
U
`Li-i>i>{``ivwVi
iV>] i]
>]
-
iV>]i``i >]>`
vV>

`Li
>>}>>``>vwVi`]
i>}i]>`*>

Product overview
U >LiiiiVii>i`L`>`L`>i}}>
>Vi>]iL]V>]Li]--]`iV>]]V>Vii]>`v
>iV>i
U >ii}>
`Li iiVi>>}i]
`Li
>V]>`
`Li
/>}iv>V>i>``>`}>>i}V>>Li

`Li iiVi>>}ii}>iViv>}i
`}>>i>>}iii>`i}>i`>>vL>
>``iwi`ViVi>ii>i`ViiiiVi

`Li
>Vi}>`ii>ii>i}V>>Livi
>}>``iV>>L>`ii
U >>x]
`Li>Vi`>``>
`Li
>>}i}>

`Li/>}i`iVi>ii>i>
i-iVi>i
>`iVi>i>`iiii}>
`Li iiVi>>}i

^x/`i`>]VU\`}>>i}`iV 19 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy U 1iiLiViv>}v>`
`>>>`Vii}>
U -V>>i}V>>} i>>v>`L>Vi`
`iii>`iiV>>>Li i
}
`Li-V>]>i>>i U
>>`Li`>ViVi
`Vi
`Li>i}
` `ii>Lii``>i

`Li
>>} Vii>`>`L>>V}]
{x*>
ii Reporting and analytics `ii`}Li>`iVV>
->i]

x{ V>
/nnn U *`ii>xvi
>`LiV LiV`}i>}ii] Pricing and support
}]i]VV]`iVi
i`]>V}`V>]>i> U
`Li
>>}vviiiV}
i>`ivi>`>>}ii `i>V>}i\>i>]
>Vi>`>Vivi >VV>i]>`>
/}i}>
`Li >V`i>>>>LiV>i

>V>i>>iVi` *V}>L>i`i
`Vi
`Li>i} Vii>`iv>V

`]iV>Vi>i>V
`Li
>>}>>
*
iv>i}V>>} V}>>V
i>`i>Vi>>V U
`iV>}i>Vii
`>L>`>`i LVvii>`>Viwi
vii]>`>iL>i`iLi
CRM and ISV integration v>ViViwii
`>>L>i
U
,ViVv->ivVi] U {V`i]>VVi
Vv>V
,]-
*]>` >>``Vii>i]
">Vi
,i>`]`} >`v>i>i>Vi
i>i]L`iV>V>
vi>`]>VV]>``>>

^x/`i`>]VU\`}>>i}`iV 20 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - >``iVi>i`>i}`i>iiii

+
Key customers
ii]
>v>-ii V
->>VV]

{n Vv
/\n{x{ >
\>V *i}V
-i`L

Key executives
V>i->i]
">`
v`i

->i]
/"
*ii->i]
""
>]
"

Company overview
U `i`> iL>`i`>
iL>
>`L>i`>i}>>>vV>i``>`i>Vi`
iL>xLi>ii>i
U ,>i`fxiiv`}]V`}>f-ii `
>{i`L,iL>`6ii*>i-i
6ii*>i]
>VL`6ii]>`i>iiv/>i>`/i>`>>
>i

Product overview
U Beta`Vi`>>i>i]>vv`>LiV>i>vi>L}
ii`i>i`i>]--]>`i>}iiV>`
Vi
U >}>``V>>L`Vii>i}V>>}

>V>>}iiViiv}>}i>`]Vi>}Vwi`]>`
`>V>Vi}i>`
1i>vV>iii>}ii}iLiL}v>Vi
U *iLi}>V>i>iV`}->ivVi
,]/--]
LV>`]`i6ii>`i}iVi]>`-i}iViii
U
V>}}iwiiL>i`ViiV>Li1/
>>ii/i>>>L`>vwV>V`i>>}}i`1,i}v
>**
V>>}]>L}]>V>i`>V>>}V>}}iyiVi>
i-q
yiLi1/>V}V>>Lii>Lii}>
>v**
- "iiL>i}
U >i}`iL>vvii>`}ii>ivi
`>`>`iiVi
U >>>}iV`L>i`>``>vii

^x/`i`>]VU\`}>>i}`iV 21 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy CRM and ISV integration
U -V>i`>wi>`i>``>> U *iL>ii}>
>>V>Vi` ->ivVi
,]/--Li
V>V>>iV>i`i` i>}}]LV>`]

+ i
>v -i}iii>V}]>`
ii]
>v>-ii `i6i>>V>`i}iVi
->>VV]

{n ->ivVii}>i>LiL
/\n{x{
Reporting and analytics
`iV>V}vi>`]
\>V U ,i>iii}vL V>V]>`>VV
>`>]
}vi

ii Pricing and support
>V}V`i>V>Li>``i`>
ii U *V}L>i`Liv`>>L>i
U ,i>>>Li}iL V>V>`Li}>fxv
i}>`>> xV>V
->ivii}iLi 1i`i>V`i`
]Vi]i>`] ivii
i]>`Vi` U V}>>>Li>>
Li V>ViVii>V}
>iv>Vii}] `V
``iiv>Vi U /V>ViV}>}i
iV]ii`]VV vf]f{x]>>
>i]i]>`1,Vi V>V
iv>Vi U -iviiVi`i

^x/`i`>]VU\`}>>i}`iV 22 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U ->>``>i V>i>``iii}>>

Key customers
i/}i

/i
>i`>
>i
->i]

x DPT
/nnxnnx -iLV>
i}iV -i i-iViVv

Key executives
ivvi]*i`i>`
"
ii]6*>`ii>>>}i
,
i]6*] }ii}
//]-iiV]>i}

Company overview
U `i`x
U {iii
U {Vi
U -ivv`i`
U i>vwVi`

Product overview
U i>`
ii>->>-L>i`>i}>>>v>79-79
>`}>}ii`>```vi`vi>}>`>`>`V
wi`v>V>iViVi>
U i>>`}>}i>`vi>i>i>>>LivV>
U >V*}ii`i}i`i`Viv>L>`i]vi>}
}>V>`>}>``vL`i
U />Vi>`>iV>V>`]i]Vi`ii
/>V>`>>i`>`>>]V`}i>Vi
ivi>
U 1iV>>`V>>}iy]>`Vi`ii>}i`iiviVwV
i

^x/`i`>]VU\`}>>i}`iV 23 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy CRM and ISV Integration
U -V>i`>Vi`>>V>i`] U >ii}>->ivVi]
V`}>ViL]i`]/i] Vv>V
,]>`
>`}i -}>
,
U -V>i`>>}>`vi` U eTrigue for AppExchange >i
i/}i
>iV`i`>`}>}i>`i> ViLiiiL`iV>
/i
>i`>
L`i V}>`i}>Vi
->i]

x
iVLivii>i>``i`i
/nnxnnx
Reporting and analytics ->ivVi
,
i}iV
*iVV>iLi>``i`>
U i>`
iiV`iLi i>`Vii`V>V
Vw}i`>`V>Lii> L>i`>wV>Vi>
ii}`>L>`>>V U ,i>ii>>i>i>`
i>`Vi]V>i]V>>}] >VV>Liii`i
,
i>}i]>`}i}>i i>`
ii
U 3-D Lead ScoringL>i`ii 1iV>L>i>i}}i
`i\]>]>`i `i}>V]V}]}
-iiiVwV>>LiV> U >ii}>}i
LiVi`V`}iV
`7`]7iL ]>`/7iL>
`i}>V]iLi>V] >
*>>>LivVi
V>>}ii]L>` i}>
i>]Vi]>`Li
i]}>iv>i>` Pricing and support
LiVi>Vi
i>`i}i>VV> U *V}>}ivf
i>VL>i`iv>Vi>`>V f]L>i`iLiv
>`i}>V>i} `>>L>ii>iV`
>V U ->`>`V}>>>Liv
U iV>>}V>LiVi`i` iiiVi`>>L>iv
}ii]iiq i>x]i>>``ii
V`}i}>>`>i`>Vi U /ii>ii>V>V
q>>V>Vi`Liiii U *i>`i>V`i`
iii>`i>`
ii >V}]>>}vi
i`>>>V>Lii}>i` Viwi>V>>}i
i}
,i>` wwi`>vii}>}ii
i`}}ii`>i} U iiiLL>i`>}>>>Liv
i>}i >i>`>i}Li>VVi
U
iV>>i`}}
>}i>i>
vvii
i/}iiL>v>``>
>}>`>i}

^x/`i`>]VU\`}>>i}`iV 24 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - iii>ii>}iVi

Key customers
L-
x-ii]`
>-v>i

>L`}i]
{ L>*>V-ii}
/nnn{nn 
LV

v
iV>
,i`-v>i

Key executives
>>}>]
">`
v`i
>i->]
/">`
v`i
-i>]
""
i6i]
"

Company overview
U `i`
U nxiii
U ]ViVi
U "VLi{*">i`fx
*i]L->i`fiiV>>vii>>
}]>VV`}
i>`*i7]>`V}
`V`iii
U i>i>`>iL
>*>VwVi>`>i-`i

Product overview
U "vviL>->>-L>i`>i}>v>`>vii>i>v>
->>->V`i>
,vi`>i>`>iv>ii>Lii
V>i`-`iV
>i}>vV`ivi>`V>i>`>>}ii]V}]
}]>>V]
i}]L}}}]V>}>`L}]>`
i>>i}
-`iVvi-}>V`ii>>V}viiL]
wV>ii>`ii>}i]>`iv>Vi
i>`i>iiVii
U "vviVi`i>`V}v>`>>V`}i>>`iLi
>V]V>i`>iV]>`vV>i
-V}iV>Liii`>i>i}ii`>Vi`>>L>i
U
``>vV>i>Li}}iV>>}]wi>`i>`V}V>}i]
>`wV>i>V>iVLi>VV
U
i">-i
"-i>i>>i}iVii
iLiiiiVivi>V
U >>i`iV`

^x/`i`>]VU\`}>>i}`iV 25 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy ->ivVi`>>]>`i>i
i>Vi}->ivViwi`
U -V>i`>V>>LiVii `>>
i}>-V>L]>V> U
ivLiL-
,
i`>L}>`} >`>i}>vV>`>
L- U -V>L}}>``> i>i`>>L>i>`ii>}i
x-ii]` viVVi>}i>VV`i` ivV>V

>L`}i]
{ iv>Vi>`iV
/nnn{nn L-i>vv>` Pricing and support
LV i>VV>V>i`>
>i U /ii`V}>L>i`i
U 1iV>Vi`i>`L Liv`>>L>iV>V
/i]>ViL]>`i`v >V\->>f>`
ii>VV vvi}]L}}}]>`
U /ii>iV>i}i`Vi] >`}>}i
iV>Vi>` *vi>\->>fn
i}}i>i>i]>i}] >`>``->ivVii}>]
ViiVi >Vi]>`>Vi`i}]
>`Vi>`V}i
Reporting and analytics >V>V>}i
ii\->>f]{
U ,i>VV>iiv>Vi] >`>``
i}>`ii
Vi>]iVi] i}i>i*vi>
>`iiivi>> >V>}i
U 1iV>LiV>>vwV] U
V}v>Liv
Vi]>`L`v `>>L>iV>Vii>>i
Vi Liv`>>L>iV>V}\
U ,">Vi`>iViV f>`>``>V>V
>}>V>`>`i>V]ivi>] >i >Vii
V>i`>]i>>i}]`iV fx>`>``>V>V
>vwV]>`iV>>} >i*vi>ii
U i>i`iii` f>`>``>V>V
>>V>>`V>LiVi` >i iiii
U
`>vii>>>>Li>
CRM and ISV integration >>V>Vii`
U
``>fxiviiv >V
U L->
V>}i>i Vi>`f]v*vi>
->ivVi>`vvi>i >` iiVi]V
i}>->ivVi]7>]>` V`i`V>}
/7iL> U
`>Vi``V>}>>>Li
->ivViV>>LiV`i >}>f]
L`iV>V}>` U >]i]>`/i>i
Vi`,"i}]>} V`i`V}
iiVVi> *i>>>Lin>
Vii>`>``iiiV n -/
i>`>i>>V>i U L-
V>`i>vii>i}
->ivVi ivvi}Vi}`i]
1iV>L`i}i> iL>]L>}ii]
VL>vL->` >`L`ViwV>Vi

^x/`i`>]VU\`}>>i}`iV 26 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U ->LiiLiii>`iwiiii
vv
--iV i>` Key customers

>`i]
<nxn
i

iV
/nn{
-V>
vvV
"Li
-i
/i,Vi
>

Key executives

>i>]
">`
v`i
i}i>`]
"
>V
ii]
/"
>Li*]
iv
i"vwVi

Company overview
U `i`>V
U iii
U ,>i`fxiiv`}]V`}>-ii`vfxx
"VLi{>`fx{>-ii
`vw>V}>>
U
Vi`-V>]>V>i`>>i}>v]>>
U
``>vwVii]1/

Product overview
U vv>}i>LiiV>V>>}ii]>`i>`
`iii]>`iViVi>>
> >`V>Li>`V>iVi`i>`i>
iV>>VV]>`iiV>}i`L>`V>iVwViVi
`iL>v>>`"i}>iiii>
>VViV>Vv>]>}]>`>i
U `iii>`i}i>L>i``i}>V]i>`Vi]>`i
Li>V`}VV]V>i]>`>i
U
>i`i>`V}>}i>`i>>i>ii>i>`
V}L>i`y>iV
U 7y>>}i>i]Vi>i`]>`}}iv>vi
>Vi
U vvLi>i>Lii>>}i>`VV>ii
V>V`iVviLi`iVi>`>>>LivL"->`
``
->Lvv>i>``iV>VvvL
>}>Vivi>i
U >>>>}ii}>`i}>i`
7iLi]
>

>V]
>V]-}
>]>
-6wi
U ViViii>>}iii]i]vwi]>`L}
v>}ii
U
``
iL>iL`iLiLVViiVi

^x/`i`>]VU\`}>>i}`iV 27 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy V>i`>>`V>V>>}ii]
iViVi>`i>`}ii>
U
``-V>i>LiV>i`> U 1iV>iiV>`>vii]i
V>>}>``iii LV>>}vi>i>Vi
vv
>`>>}iiv>ViL]/i] `ii>v
>>} `i
--iV i>`
>`i` U vvLi>i}>`iii

>`i]
<nxn
V`i`>}>```i}
*>i>i
/nn{
v>i>`i>iVi>i
vvV
V>Vi>` Pricing and support
V>V>Vi]
}i>>]`iVi]>`> U iiv->>-L>i`Vi}
i vii
U
i>`>`i>V> i>\fV`i
Li>``i`>>V>vv ]xV>V]]x
vvViV> i>]>`iiiV`i
iLi`v>`Viv V>V>>}ii>`
i>i}}>V`} >i}>>
>
]7v]L] ii->i\fV`i
-ii]>` iLi x]V>V]x]
i>]>`viV`i
Reporting and analytics V>V>>}ii]>i}
>>>`>i>>
U 6>i>`V}`V>i ii
iVi\f
ii>`y>iV>` V`ix]V>V]x]
>>V>>}i>` i>]>`vi
>>i>ii V`iV>V>>}ii]
U >i}ii>ii>i] >i}>>>`
VV}]>`V>i>V iViVi
U ->ii>VVi>`
ii\fV`i
iii ]V>V]x]
U *ii>>}iiv i>]>`wiiV`i
``>>`>VV]i V>V>>}ii]>i}
V>V]>V`i>}i >>]>i>>>`
Vi]>`viV>vi>i iViVi
U 7iLi>V}V`i>V U -V>V}Li}>f
vwV>i]>`V {`>>>>>Li
Vi`Viii>` U
iLVi`>f
U ViVii>i U
iViii`V>i
>V`i]>i>]>VV V>-iViv>f]ii
iVi>Li]>ii]iii vii
L`V>`i U V`iL>`}>``>>]
,iV>Li}ii>i`>i >}}iiL>]>]
i>>VVii``iV >`>ii
ii
vivv`>L>` U ->`>`-V`i`V}
}ii>VViii>i
CRM and ISV integration >`V>`}i}>Li
ii>ii
U >i>ViLvvvi>i 1iV>}>`i{
i>i}>>}} v>vii
v>VV}>`>>V]

^x/`i`>]VU\`}>>i}`iV 28 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U `>iiiiii >`
>ii>>iv`i
V`}iV}]i>V>i]w>V>iVi]}ii`V>]>v>V}]
>`i`>

>i Key customers

>i>` `]
-ix
>i-V>L
->>i]

{{{
i
/x i
>iV Vi
wi>
*>>V

Key Executives
*i>`i]*i`i>`
"
->>>>]
"
-ii7i] 6*]7``i->i>`"i>
-ii->]-6*]*`V>`>

Company overview
U `i`
U xiii
U 7iLV>>*"Vivfv]x]x>i
U
Vi`i>ii>>`i}i>vfiViLi
2013.
U
``>vwVi*>`]L]/i
]/]>`-`i

Product overview
U
`L>i`>i}v>i>vvi>i>ivi}>i`>V>
`ii>i>iVi`i -*]V>V>>}`V]>`Li
i}iViv>i
V>V`i\
>i}
>\
i>i]>>i]>`>VV>>}>`>i}
y>V>>i}V>i

>i
>>}>>}ii\>>}i>`iiVi>i}
}>>ViV>iV`}i>]iL]Li]ii]>`
V>i`>
}>}ii>i}\ `>`}}iVii>
`>V]ii}>}ii>i}V>>}

i }>}ii }i
\
>V>`iiii>`>}i

^x/`i`>]VU\`}>>i}`iV 29 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy CRM and ISV integration
U -V>>i}>V>V`i U >ii}>Vv
]V>>}]ii>i]>` >V]-
*->i
`]>`
ivi>>>ii>}i>V ->ivVi
V>i ->V>
>i U -V>>>VV`ii>i iii
,Vi`i>>`>
>i>` `] `>L>`>`>>Vv``> VLiV>`wi`V>Li
-ix V>V>>} Vi`>>V>
->>i]

{{{ U i}>i>i>i} U `iV>`>>V>
/x i>`iiiVVi>>V >i>``>i>`V>V
>iV iii]>`>iii
Reporting and analytics Li>i`>i`

Vw}>>i>
U *`i>iii`>>> i`
i`v>i}>>V U
```iii
,
U ,i>i}}>,"] v>iV>wi`LiV
V`}V>L]>` >i>>V>`>i`>i
>>ii>}}i}>i>Vv }iiivi>}
>i}iiiiVVii Vi>
i]V`}Vi>i U >V*>i{
y>`iV}ivi >i>>`iVii
U ,iii
Vi
>ViiVi >i>LiVii}>i
`>L>``ii>iiV >``>v>iV`}
>`i`iiiii 7iLi`]-i]-`}]
VVi i>`]>`iLiiV>i
U *}>
>i`iwiV V>/7iL>
}>`iii}i>i}
," Pricing and support
U
`V,iE
>Vi>i
>`Vi>``>L>` U
>i`i>>i}v

>i>Li1Lv Vi>>f]xv
>ii ]V>V
U "yiVi
>i U >i}>>v -
`i>iii}> >>fnxv]
>`>i}>Vi>yiVi V>V
`i>`i>`i>V>i} U
>iV>Vii>i
VyiVi i>Vi
U ,iii`ii`iwiiiii +>i>i>i>>>Li
VVi>}i>` v- Vi>>>``>
i>Vii}i i
vi
U -VVi*>
>ii
iv>ViiVvi>V>}iv
iiiiVVi

^x/`i`>]VU\`}>>i}`iV 30 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - }L>iii>>}iv`i]V`}}iV]vi>
iVi]>v>V}]w>V>iVi]i>>>}ii]>i>>}ii]
>Vi]i`V>]viViVi]w]>`>`ii>i

Key customers

">Vi >
*
>,>`]-i
iV> i
6i>]6
n `i
/nn{ i`
i>V V
vii
-" 9

Key executives
i
i`]]">Vi>i}
`
-iV]6*]*`V>>}ii]">Vi>i}
`
-ii>i]6*]*`V>>}ii]">Vi>i}
`

`i>7>`]6*]>i}]">Vi>i}
`

Company overview
U ">Viv`i` >v`i`
U ">Vi>Vi` >iViLivfn
>iwi`>
}*">>i`iV>>fn

U ">Vi >>vi">Vi>i}
``Vi]V>
V`i">Vi,i
VV>i>i}]">Vi
i>i}
vi
i`]">Vi>>>>}ii*>vvi i>]>`
">Vi-V>
`

Product overview
U *i`>> VV>i>i}>vvi>}Campaign Canvas, a
`>}>``iv>ViVi>ii>i`]`>VViV>>}>V
i>]V>]`>>`i}]>`Li
U i>`V}i>VL>vV>Vwiv>>`L}Li>]
V`}V>>}ii]Vii`v]i>VV}]>`iLi
>V
U Profiler, Engage, and Discoveries>>``iv>i>V`i
i>i]iL>`Vi`i>i>}ivi`iVi]>`
>`>Vi`Liw}
U >ii}>i">Vi>>>>}ii*>v*]>}i
>>V>i>`iVii}iv">Vi >i">Vi*
>`iiVi>}ii``>>`i>VV>>}>i>>i`i}
viV}>iiV
U >ii}>">Vi
i>i}"
]i>L}i>VVi
Li>VVi>`i>L>i`Vi
"
V>i`>}V>>LiV>>Liii`i`V>>}>V}

^x/`i`>]VU\`}>>i}`iV 31 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy , -/
*>>>Lii}>i
iiiiiV
U >ii}>">Vi-V> > ,*]Vi>>}ii]>`
,i>>>}ii]> `>>>ii
ii>>iVi`">Vi U /i">Vi >

``i
-V>
` }>VVix>``

iL`iV >V>]V`}
i]7iL ]
V>iivi
`7`]*ii]>`i`
">Vi >
>>}
>>iv>Vi
>,>`]-i >`iiViV>>`i} Pricing and support
6i>]6
n V>>}
/nn{ -V>V>>}i>V>`VVi U ">Vi >vviii`V
i>V iVV>LiV`i`i> L>i`iLivi
V>>}i >``>>L>iV>V
U
">Vi >`VV`ii U >V\f]vi>`
-V>-iViVv> ]V>V]i`
U -V>>`}>}i>>i>VViLi i>]v]>`>`}>}i
`iVi">Vi > V`iLi>VVii>i]
>`}>}ii`
``>V> >`>`i>>`i]
>}>``}i>i>>>Li i>ii>`V}>`}]
vii}>iV>i`>i -V>-i>]>`},ii
>v `>L>`>`V>>}>V}
U -V>`>>>>i>>>Lii U ->`>`\f{]vxi
">Vi >

`>`> >`]V>VV`i>
i>VVi>`>>iV> >ii>V>}iV>>Li>`>``
v>iiii> `i`V>i`*>``ii]V
i">Vi >`>>L>i Vii>>}ii]i}i>]
>`>Vi``>>Vi>}]i>i
Reporting and analytics `ii>`V}]V
,
i}>]>`i">Vi >
*
U Insighti>vV`i` U ii\
V}>>>Li
>>V>`i} v>}i`>>L>i>`>i`
U >L>`>V>`i>i LiviV`i> >V
V>>}i}>}ii]V]>` >`->`>`V>>Li]>i
>V>ii>VV}] >iViivi}
LViL>V]>`i`v V`>L>`>`i}]
Vi>`>L>`i>` {ii]->`Li
>`}>}iiv>Vi]i`]>` ii]>`i`>>L>i
`i}>V vi>>iLi
U i>iVi`i}i U
``vi>iVi>>>Li
V>>}ii>`iii vV>i>ii`>``>
} iL>`}V}i
U V`i`iVwVLiV>} v>iviLiii`
`>L>`>V`vvii`ii "V`i->->
->`>`v- >`i">Vi
CRM and ISV integration > i}>>vvi
>VVi>`i`V>i`V>
U
i>v`i}i` V>
">Vi->i
`]->ivVi]
Vv>V
,]>`-
*

^x/`i`>]VU\`}>>i}`iV 32 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - >``>i }>>

Key customers
->i }ii`>
`>iV
i,>`]-i i

]/i>nx *iviV
iVi
/x{n ->
>ii}ii`>V
Key executives
*>,>vvi]
"
i6>]
""
/>
]6*]v>/iV}

]6*]
i-VVi

Company overview
U `i`
U iii
U xVi
U i}i`>Vi/iV}iVLi->i }i
i>> >i}>}iViVi>Vi>i}>>
>v

Product overview
U *i`>>i}>>-iVi>>-VL}>i}>>
v>i]ViVi>]>`>i}iVi>i}>i`i>`}ii>
}>
U -iVivVViVi>]>i}>>]>`iVi`iii]
i}>i`V>>}]>ii>Lii]>`>>V
U 7ViLiV>iii`iiVi`Vi>Vv
>Vi]i>i]v}>V]>``ivii``}>>i}
V>>}
U >Vi}i>>`i>i`Vivi>}ii`i>
V>>}
`iwi`i>iVwi**>`>`i}Vi`>>L>i
U 7>`L>i`>`}>}i`i}]}iiw}]>`Vvwi`
U i>`V}`iL>i`iV`i}>V>`Li>]V`}i>
VV}]iL]>`Vi`>`
U ,iL>i`]}}ii`}V>>}vvw>`i}>
U ,ii`i}i>ivL`i>>iLii
iiiVi

^x/`i`>]VU\`}>>i}`iV 33 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy CRM and ISV integration
U ->i }iV>i`>iV> U >ii}>->ivVi>`
iVi`ii>`iiVi Vv>V
,
iV>i`>>i}i`iv U >LiL`iV>V>
i>v vi>`>`V>V`>>]`i>i`i>`
->i }ii`>
*vi>iViV`i >V>V}]V>>}i}>]
i,>`]-i
V>i`>>VVi>` >`>`>Vi`i>`V}>`

]/i>nx
>i>Vi]>i>V>i wi}
/x{n
iv>Vii} U ii}>->ivVi
>ii}ii`>V
->i }iiV>>i V`i>i}`>L>`]
ViVi>iV>i`> V>>}i}>]>`i>`V}
V>i`>]iiVii>V> `i>V`iVV
i`>>v]>>}i`>i] wi`
Vi>i>}ii>}i]>` U
*>>>Livi}>
>>iiV >``>
,]`>>>ii

Reporting and analytics Pricing and support

U 7iLi>V}V`iiV U *V}`Vi`Li>i`L
>Vi]vi>` `ViLi}>f]
w]i>i>`VV}]>` i>L>i`iLiv`>>L>i
i}> iV`
U `iwi>} U
>V>Vii`
iii* U ->`>`V`i`i`V>i`
U
>V}i>i`` ViVVi>>}i]{
>iL>V]V`}V> iVi}>`
,
i`>]**
]>`>i`L>i i}>>>>L}]i
i ii>}i]>`i`
U 6>i>}i`>vi>}i iL]i]>`i>v
L>i`iiLi> i
U >L>``iVV>>>]
**
V>>}>V}]>i}
,">>]iiiiV]>`
VV>>}>>

^x/`i`>]VU\`}>>i}`iV 34 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - iiiii }>>

Key customers

>iV
->ivVi i
i-i`i>
"i>i-ii]-i
>ii `i
->>VV]

{x Precor
/n "-"/7
, /i>Vv
iV>
>ivViV />

Key executives
>V ivv]
"

i>]*i`i]*`V

`> i]-6*>`]*>`

Company overview
U *>`>Vi`
U
Vi`L >V/>}i"VLivfx
U ->ivViV>i`*>`i>>vfxL>Vv
>V/>}i
->ivVi`i`ViiiiViVL`Vi
->ivVi>vwVii>{Vi
U *>`>vwVi
>>]->>VV]
V>}]/]`]L]
-V]>`-`i

Product overview
U
->>->V>>>vi->ivVi->i
`
"vvi>iv>V`ii>`}]iV>V}]>`,"
i}
U V`i79-79i`]i>i]>`>`vi>ivV>>}Vi>
U >i`vi>ii>iV>Li}]>i>iV
/i>ii`vLi>`
/i}
U 1iLi>`V}L>i`iV>V]>`i>`}>`}L>i`
`i}>Vw`iiii>`>
U *}iiw}>``>VVi}ii>
U
>i`iL`i>`}V>>}i}i`i>>V
>i}>VL>i`iii
>`>VVi>V>ii>Vii]v>i`i]>``i
i}]V>Lii}}ii>`V}]wV>]>`}iV
Vi>Vi`iii
i>`}V>>}i`iV`i`iii`>V]
`ii}>}ii`i>}}ii>`>`}L>i`iVi
i>Vii>}}

^x/`i`>]VU\`}>>i}`iV 35 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy V>>Li]>>>>Li}
i->ivViLi>
U -V>Vi`}>`L}v U i}>i7iL ]/7iL>]
/i]i`]>`>ViL >`,i>`/>ViV>>>Liv
V`i`v>Vi i i
U *iVvi`]/i] U i}>i**
>`- "V>>}`>>
>ViL]>`V`i`>* v}i
`7`>`}i
->ivVi ii>`>Li>>>Li>>>``
>V
"i>i-ii]-i v->`>`Vi U i}>i7>>`6`>`v
->>VV]

{x `i>V}]7`iL}>]
/n "-"/7
, Reporting and analytics Vv"]>``>>v
>ivViV Lii}iVi
U
>>}i}i>iVi U
iV>>>Liv>i
iV]Vi]>i >>V>>>V]
iii]>`,">ViV /vii]>`">vi
ivVVVi V>
U viVVii}iV U "i
*>vV
iV}i>i}>` i}>
>iVVii>i>}i
>viiVi` Pricing and support
i>V>}ivivi
U >i}V`i> U *>`vviiiV}ii
i}>}ii>>> ->`>`\f]v
i>>vi>`ii>V ]V>V
U *iv>Vii}>>>>Li *\f]v]
>``>`i>`}>}i] V>VV`i>`>Vi`
`ii]}i
``]iV vi>iV>
i}]

`7`i}>]
*>VVi]
CRM and ISV integration >`V>wi
1>i\f]v
U >ii}>->ivVi] ]V>VV`i>
-}>
,] i-i]>`Vv ->`>`>`*vi>i>
>V
, i>Viii>`
U
>V`>>L`iV> LiVi}>]>`i`V>i`*
Vi`>``i`V>i`> >``i]>`
*>VViv
Vi>iV`V>Liii`ii ]V>`>
*>`i
,i U ii>V>i>ii
>``iVVi>` vii>>iL>i`Vi
}>`i]iV>i>iV iii
>V]V`}i>i] U
``>viivfvi>V
vi]
`7`>`VV] >``>]V>V
]>`ii>Vi U
>V>Vii`
U 1iV>`iV} U
>V>}iV`i>Vi>`V>i]
V>>}->ivVi `i]i>}iL>]
U iii>`iV>`i> i>]>`iv

>`iii>i>iv >V>}iV`iV>>`i
>V
U -iiVi}>vV>]
V`}>V`>>>`}

^x/`i`>]VU\`}>>i}`iV 36 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - >``>iV>iiiV}]vi>iVi]
i>V>i]>`i`>`ifxiii
->iv
xx*i`,>` Key customers
`}]-i

>>]
x
iV/
/nxxnx
ii>`
>>i
->ivV
i>
>
ii
*>8i>>

Key executives

>`,vv]`i>`
"
>] 6*]->i>` iiii
*i]6*]>i}
->i7>`6*]*`Viii

Company overview
U ->iv>Vi`>vi>V}ivi
i
U nxiii
U xVi
U ,>i`fxiiv`}Vi>>{v
]
>i
>>] i*>i]>` 6ii*>i
U
Vi`i>i>>{
U
``>vwVi>i]*
>``

Product overview
U
`>>v>i}>i`>>viV>i]V`}>`
i>V]- "]i>]ii]>``iV>V`iiv}`i\
Email Marketing >LiL]`]}}ii`]>`}V>>}}
i>xi>i>`>iL>i`iiv>VivV>>}
`iii
Lead Scoring
iVi>ii>`wiLi>`>VV]L>i`
Li>>``i}>V
Landing Pages
>`L>i`v`ii}>`}>}i]ii
i}>]i]iv]>`ii>`V>iiViwi`
>ii>i`
,i]i>`i`>`>}i`v
Vi
Multi-Channel Marketing (MCM)
V>>}>>}ii`i}i`
i}>iV>>}V>iiiv>Vi
SocialFusion\ >LiV>L}]>}]>`>V}}>`}i
>`1,ii
Reporting\i}>``>L>`->iv>`i}>i`
>ii>
,v>iivVi
U
`>>i`->iv>iV`i

^x/`i`>]VU\`}>>i}`iV 37 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy ii>`]iViVi
,
iiv}i>`L>V
U -V>L}]>}]>`>V} >i}iViV>}i
>>>Li}V`i`-V> `iV>LiVi`L
->iv `i }i}>]iV>>i]
xx*i`,>` "viLi}> `Vi>`L>i`iL]
`}]-i i` i>]vii>V]>

>>]
x ,i>i}vL>`>` i>`i}>V
/nxxnx `Vi>ViL]
->ivV /i>`iV>i CRM and ISV Integration
7`i>`>}
L}i>Vv U >ii}>->ivVi]
Vi>`V} -}>
,]v
,vi
U -V>i}i}>}iV> ->i}]->}i
,]>`Vv
i`>i>``ivL}i >V
,
U 1,ii i>LiiL U
,i}>L>i`>vi
L>i`ViLiii`>` `i>V`iiv}
Li`V>i`> Vii\
1i>>V>>>V>V>
i>Vi>>\
`}ii>>`>`}>}i >}LiVii>i
V>>}>iV>>} i>i}`>>i>i`
``>>ViL]i`] i>`]V>V>`>VVi}]
>`/i]>L`i> i>]ii]iL>V
V`i-Li1>`}}] >>L>iV>\
>i ViV}>`V}`>>
U >L>`>ViV>>i V>}iLiiii>Vi
V>i`>Vi>`}}ii >ii>`]V>V]>`>VV
viiV>>}Vi ii
iiVwV`>>]V`}
>>}i}>\>
iVi>`>}ii] ->ivi>Liiv
V>Li>Vi`LV>i`> iV>>}iLiV
>vwV}ii>i`} i
,i>>Vi>v
>Vi V>>}iLi]V`}
`>V
Reporting and analytics i>`i}iVi`>L>`
>VVi\>i}>i`>v
U WebForensics>iL>>V >ii>>i}i>V
>V`i>`>`i] `>i`>iiL
>}>`}i}>V>>] >VViiiV`->iv
i>`V}`i]>`i>V>` U 7iLiVi>vi}>i
i``>>>V>Li>i` }i
`7`]>i>`>>
- "V>>} v>Vi`i

>`>Vi``>L>`i>Li
i}>ivi>
i>`iii>>}ii i}>`>V}
U LeadAnalyzerV`ii>` U Event`i`i>i
V}>>}iivL`} i}>7iL >`
iV}`i}>`i>` /ii}

^x/`i`>]VU\`}>>i}`iV 38 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Pricing and support
U /V}iL>i`iv
`>>L>i
->iv
i*>V>}i\fx
xx*i`,>` V`i]V>V
`}]-i >``>V>V>>>Li

>>]
x *iv>Vi*>V>
i>``\
/nxxnx fx
->ivV U
V}>V`ii`i
>`Li>}
U
>V>V>iii`

^x/`i`>]VU\`}>>i}`iV 39 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U >`
- iiii

Key customers
-i]> 
>

>i>*>>]
>v>
-i
>} `}i

>>]
}

/n{xn >`>
iV -wi`

Key executives
i]*i`i>`
"
V
V] 6*>`
"
*>7ii]6*]7``i/>ii>`i
ivv }]-6*]*`Viii

Company overview
U `i`
U
Vi`L >{
U L>`i` -i }>}i>`>v  iiVi"i]>i}>i`
vv>i}]>i]>`iVivvi}
U i>x]L>`i-i

Product overview
U
`L>i`-i }>}ivViiv}>i>\
>i}>>L>i\
iVViiiVi`>>>`Vi>i>}i
Vi`i
1i> i>\
>iVi>`iVLi>i>i}>i
}``>i`V>>}
i>V }i\1`i>`>`>VLiLi>}>>}
``>i`i>V
V>i\iiVV>}i}V>i>i}i

^x/`i`>]VU\`}>>i}`iV 40 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy CRM and ISV integration
U *`iV>L}>` U >ii}>->ivVi]
Vi`}]V>>}]>`V> Vv>V
,]>`
}>`}>}iv/i] i-i
>ViL]i`]>`,--vii` U
*i>>>LivVi`
,
-i]> 
> >VV`i }>}ii>i` >`iii
>i>*>>] U -V>}Vii U -i}*>i iV`i
-i ivV>`iiv>ViL] >`i>>i>

>>]
/i]i`]>`->ivVi>i vV}>`
,Li]
/n{xn >i>V>i V>]>`iL>>V
iV 1iV>`iiii>`Vi
}iV>>V} Pricing and support
vi>ii]L}>i`
>ViLLi>Li` U *V}L>i`iivi
>ViLi>`viL} Vi`>>L>iiLi
iv vi>>>V `i
LV`ViV}
Reporting and analytics U /i>v-iV>V>i
xi
U i>nV>Lii>i U {i>>`iV`i`
>>>Li v>Vi>i
U 1iV>iViLi> >>>>>Li
`>>v>>i}V>i] U
``L>`}}>>i
V`}i>]V>>}]V>]>` >>>Li}-i-iVi
Li U 7iLL>i`>}>>>Li>`
U 1iV>ViV Vi-i V]i>}vvii`v>
}>}i>VV>``>`> >``>vii
i}>`>V`>>i>i`
>}

^x/`i`>]VU\`}>>i}`iV 41 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U - iii}>>
-}6i
>`i]-i Key customers
,i``
]

{x
/\nn i
}iV -
i
i>i
"i>/>`}

"iVV
9>t

Key executives
7>}i]
"
,L >]
iv*`V"vwVi
ii-i]
/"
-iii>i`]
iv->i"vwVi

Company overview
U `i`>>i>>i}iVi`i -*
U fniiv`}Vi>V{v-i>L>6ii]
Li>
>>*>i]-i>
>>]
6ii]>` iVi*>i
U
``>vwVi`>` i9

Product overview
U i>}i-`i`>>VV>iV>>}>>}ii>v
>i>`>}>``iv>Vi>>}iivv]iV}]>`viVVi`}>
V>>}>Vi>]Li]V>]>``>

>`>>ii}i>i>
,iL>i``>VVi]V>>}]>`Li`iVii}
/>>V>i>i}>ii}iViVi]Vi
]>`
,i
"}>>>>`iL>i`iVi>i}}ii`]viVVi]>`
L>Vi>V>>}
U 7iL*>}iVi>i>`Li>i`>`}>}i>`iL
v
U ,i>iL`>`L`--LiV>>}`iii>`
iiV]V`}}>>`i`i}
,ii`i}>>V>>`>Vii`i>V>>`
`iL>V}`
Lii>}ii`i}i>`ViVviVi>]V`i]>`
i>}iVV
U -iViV`i*ii/ii>i}>iii>>iVi
>i}}>L>i`>V>`iii]Vi>>ii]`>>
>>>L]ivwViV]>`V>ii}>

^x/`i`>]VU\`}>>i}`iV 42 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy U ,i>i>VViwi`>>
>Li]V`}`i}>V]
U -V>iVL}v V>i]i]>`
-}6i >ViL]/i]*ii]>` ii
>`i]-i i` U Li`iVii}V`i
,i``
]

{x >`>VV> `iVii]>Vi]>`iL
/\nn Vi>>`iv>Vi Li
}iV v>Vi>`>L>` U ,iV>Liii` Vi

>V>>``iii>`
iiV>>} CRM and ISV integration
U Vw}>LiV>>}`}i
iV>V>i U >ii}>-
*>`
->ivVi
Reporting and analytics U iV`>>L>ii}>
i>i`V>>`
U i>V-i>i>V V>i
}>v>i>` U
>i`/*
>>iVV>i`>>V`} U
*>>>Livi}>i
V>ii}>}ii]`iVi"-]i] -6
V>]>`}Li>

i`iv* Pricing and support
>Lii}

`Vii U *V}iL>i`iLi
U ,i>ii}>`>V}v v>ViV>ViVi
>>V>i>`iL`i `>>L>i
>`>i>>i}}> U "i>`i>}V`i`
V`}]`ii]i]VV]>` L>`}
Vi U
``>i}V>`vi>
iv>`>`i>` iVi>>i}>`
`>>>> V>>}`iii>`iiV

^x/`i`>]VU\`}>>i}`iV 43 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles
Target customer
U `>i>`iiiii
>` >iiiV>V`}
i>]w>V>iVi]i`V>]i>V>i>`>>ViV>]>v>V}]
/i>`>>i}>i` ii>i>`VV>]LiiVi]}ii]>i>`
>i}
` >>
>i
>]"{x{ Key customers
/{{
i>`>>V
iV> i

6-
i
*VE>Li
-8
6i

Key executives
>V>`]*i`i]/i>`>>
V>
>
]
"

iii]
""
/,V>`]
/"
V>

Company overview
U `i`
U ]iii``i
U ,ii>iw
,>i}>V>
U -vvv>iV>
,LV>`i`>/
9-
U
Vi`
iViLiv>``>>i}>vV>
U
Vi`i
Vi]>`}>>i}>v]i
U {>VV`i\"i"i]/i>`>>i>Viv>i}V>`
Vi>i`i}>`V>>}iiV
}i-V>/i>`>>-V>vV>
L}>`
iivLi>`>i>}}]`>>ViV]
>>V]>`>

Product overview
U /i
>i}>>>v>vi>i},iVi
>>}ii,i/i>`>>i}>i`>i}
`/

/i>`>>,V`i>>>i>i}>}]i`
>>}ii]y>`V>L>]>i>>}ii]>`vvi
>>}ii>`V>L>`>`>`>``i}>
U /
>V`iiv}\
"
>i>i}\`i>i>ii`iii>i`
L`>`L`VV>}i>i`iV}]`}>
`ii]>]>`>>V
/i>`>>}>>i}\i>Li>iiVi>i]i]iiVi]>`
i`}>V>>}>i>]Li]V>]>`iLV>i
>i}
>V\vvii`Vi>` }>>>>V>V>V>>}]
V>i]>`}i}>i

``>>```i>i>>>Liii`L>i>vV>]
V`}`}>>i>>}ii]>`V>>}`>>>`iv>Vi
>>i>i

^x/`i`>]VU\`}>>i}`iV 44 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

Vendor Profiles

Product Details
Social media strategy `>>vi`>>L>i
/i>`>>
U /i>`>>-V>]>vi}> U
>i>i`iii`
>i}]V`iL} i`>>V>`i}>i`
/i>`>>i}>i` >`>i}V>>LiiLi``i` >i}>V>V> i]
>i}
` /
1L>
]>`
iiL
>i U }>>i}
iiLi
>]"{x{ V>`>i`iV>ViL] Pricing and support
/{{ /i]>`i`
i>`>>V U -V>
`>ii>Lii U *V}L>i`iLiv
LL>`>VV>i`> `>>L>iV>V]>i>i
`>>viV`}>ViL `VV>i`>`iv}
>`/i]>`i}>iii `V`i\
>i}V>>}`>> `iV>i`
U 1iV>Li>>`Vi LivVi>``i>Li
>ViL>`/i iV`i`>>L>i
Liv`}>Vv
Reporting and analytics }i}>>i}
ii
and
U ,i}>`>>VvVi` Liv>i`i>VVi}
>i}i>>`ivviVii i
>i}i}iVi
U *i`Vi>>Vv>L]i i}`i
Li>V]>`viV>} U
>>`V>V
U }>>>>Vi>>`>> >>>Li>>Vii>
vi>]Li]V>]>`iL U >i>Vi]}>`i]>`
V>i >iV`i`V}
ii>V>V>i
CRM and ISV integration V>}i`>>>>i>Vivii
iii}xvi}>
U ,i>/ii>V>>}i vii>`Vi`V`>i
V`iiiVi>i>i >`iVV>
->ivVi
V>}i
>V>VV`i
V`i>vvii]V>V >i>Vi>i>i
`>>L>i]>>V]>`>Li iVi>}i
ii}i U
``vi>iVi>}i
U
ii>V>>}i
 v`iw
vvi> i`i`>>-iVi vV>

^x/`i`>]VU\`}>>i}`iV 45 >\i>iJ`}>>i}`iV

M A R K E T I N T E L L I G E N C E R E P O R T:
B2B Marketing Automation Platforms 2015: A Marketers Guide

,iVi
Blogs

iv>i}/iV}]L-V i\
iv>iVV

i iiVi>]L>`,>>L\ViiiiVi>L}V

Websites

Li`iiV
}>>i}`iV

i>i}iV
>i}>`V
-i>Vi}i>`V

Articles
>i}/i`>Vx]L/
]iVv}>>]VVi-`
\LiVVLL>i}LL>i}i`>Vx{iLn

/i1>i>i}
>->V,ii]Li>,]Li] >`>
\i>`>V>i}>>>Vii

Research reports
>i}
>6i`-iiV/6 -/]Li`L,>>L
V>i
\>>L}`iVi

/iii7>ii>`/,iii>>}ii*>v6i`{]Li`Lii,ii>V
viiV

>i}
>\ i*>VVi>,>`
>}}7`]Li`L "i>`>i
\>iViLLii>V}>i}>>Li>VVi>>`V>}}
`

>i}
> i6i]{]Li`L-v>i
`Vi
\v>i>`ViVVLii>i}>>{

>i}>>-iVi>>-\
i,i>i]Li`L

\`VV}i`VV>i`r{xn

->iv>i}
>{\*Vii>*`Vi]Li`L
Li`ii>Li`iiV

^x/`i`>]VU\`}>>i}`iV 46 >\i>iJ`}>>i}`iV