Marketing Automation Systems

This is a list of Marketing Automation Systems, also called Demand Generation or Lead Management Automation systems.

I focus on Marketing Automation systems for companies that sell big-ticket items and have a long sales cycle, often in the B2B domain. My focus is on online marketing, although some systems that are mentioned below have good support for multi-channel marketing.

Explanation of the columns:

  • Target customer: the size of companies for which the product is an ideal fit; there is overlap: for example, I’ve seen small companies being successful with Eloqua, and large companies benefiting from Hubspot
  • Forrester Rating: rating as in Laura Ramos’s report “B2B Lead Management Automation Market Overview
  • Jep’s Rating: my personal take on the Marketing Automation market
Vendor Target Customer Forrester rating Jep’s rating Notes Reviews
Neolane Large to very large Cross-over Leader The most ‘digital’ of the large marketing automation providers David Raab
Aprimo Large to very large Cross-over Contender Launched a SaaS marketing automation offering; focused on marketing resource management, of which campaign management is only one part. David Raab
Unica Large to very large Cross-over More focused on B2C companies; focused on marketing resource management, of which campaign management is only one part. David Raab
Eloqua Large Leader Leader Has been doing online marketing automation for almost 10 years; if you want the go with the most established player in the market, go with Eloqua, but make sure you have adequate budget and skills available. David Raab
Silverpop Large Leader Leader Silverpop 8 integrates B2C and B2B functionality that were formerly offered in separate products. The B2B product was based on the Vtrenz acquisition. However, Silverpop 8 is a brand new development. David Raab (Vtrenz)
Marketbright Large Contender Contender Marketbright has a renewed focus on the larger marketing organizations. Many years ago they started as a marketing content management vendor, but have added extensive demand generation features. David Raab
Oracle Large Contender Contender Oracle has integrated the Marketing Automation system it acquired from Market2Lead. It offers a very complete complete feature sets. David Raab (Market2Lead)
Treehouse Interactive Large Niche A marketing automation system that is ideal for companies that sell their products via resellers David Raab
Sitecore Large Mentioned A content management system vendor that has added marketing automation features David Raab
Zoomio Large Zoomio is a European player in the marketing automation market. They have a great process view on marketing campaigns. They lack a Salesforce.com integration, but provide a web services API for custom integrations. LeadSloth
Marketo Medium to Large Leader Leader Marketo is one of the fastest-growing players in this market: implementation is fast, their Sales & Marketing collaboration features are top notch, and people find it easy to use. They’re still adding new features almost every month, and a fast-growing customer base is a sign of success. David Raab
Genius.com Medium to Large Mentioned Contender Genius.com started as an email marketing tool for sales people with real-time notifications, but has expanded to include comprehensive email marketing, lead nurturing and lead scoring functionality. One of the best for sales and marketing collaboration. LeadSloth, David Raab
Manticore Technology Medium to Large Contender Contender Manticore is one of the early Demand Gen vendors (since 2001). They have a comprehensive offering, including a professional version that is more affordable. Their lead scoring system and campaign builder are very feature-rich. David Raab
eTrigue Medium to Large Mentioned eTrigue officially launched in November ‘08, but the software is already in version 3 because it was developed in-house within a marketing agency.
SalesFUSION Medium to Large Mid-market system with best-of-class integration with Microsoft Dynamics CRM (in addition to Salesforce.com, Siebel, SugarCRM and NetSuite). Also sold as white-label solution. David Raab
LeadGenesys Medium to Large LeadGenesys has good analytics, and solid features for sales people, such as notifications when people from certain companies are on your website. Lately it’s been a little quiet around LeadGenesys.
Optify Medium to Large Focus on Inbound Marketing. SEO & website optimization included, but partners for email marketing
True Influence Medium to Large David Raab
Pardot Medium Contender Leader Pardot’ marketing automation system is seemingly simple, but very powerful at the same time: everything just works with minimal configuration. A recommended choice in the mid-market. David Raab
Loopfuse Medium Mentioned Contender LoopFuse is founded by former jBoss people. It is good at wading through large lists of leads and filtering out the valuable prospects. Therefore it’s used by many open source companies that must identify the relatively small ratio of qualified prospects within a very large database of people who registered to download.
LeadLife Medium Mentioned David Raab
Marqui Medium Marqui integrates web content management and campaign management. Marqui was acquired by private investors in the fall of 2008. David Raab
Hubspot Small & Medium Mentioned Leader HubSpot is an inbound marketing software system for small and medium-sized businesses that combines social media, SEO, blogging, landing pages, lead management, email marketing, lead scoring, Salesforce.com integration and marketing analytics. LeadSloth, David Raab, Mike Damphousse
ActiveConversion Small Leader ActiveConversion offers a fairly complete marketing automation suite for SMB companies. They are very good at identifying valuable leads in your database and on your website (both anonymous and identified leads). In addition to integrated email marketing , you can also integrate your existing VerticalResponse, Constant Contact or ExactTarget accounts. LeadSloth, David Raab, Mike Damphousse
Infusionsoft Small Leader Infusionsoft provides an automated follow-up marketing solution for small businesses. They even include billing and accounting features! David Raab
Kutenda Small Internet Marketing Software for small businesses, with website management, SEO & PPC features in addition to typical SMB marketing automation features like a anding page builder and (simple) email marketing.
Act-On Small Act-On is entry-level but feature-rich marketing automation system. They differentiate themselves with a unique integration with Webex that really simplifies the logistics around organizing webinars. LeadSloth, David Raab, David Raab’s update
Nurture Small
Genoo Small
Net-Results Small Marketing automation software designed and priced specifically for the SMB market. David Raab
OfficeAutopilot Small This marketing automation system also includes CRM functionality, but can also integrate with Salesforce.com. David Raab
Leads360 Small Mentioned Niche For financial industry
Captavi Small Based on CMS. Includes CRM features.
MarketingPilot Small
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22 thoughts on “Marketing Automation Systems

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  10. Oxana

    Really like your overview. Thanks a lot! Which of these solutions has the best Integration with Google Adwords and GDN advertising? This would also allow us to automate Top- of-funnel prospects. I cannot find this Information anywhere…

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