Marketing Automation Software

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Marketing Automation Software

What is it?

Marketing is essentially creating a new perspective about a product. If you have ever been arguing with someone, you know it’s impossible to change someone's views easily. You need time and a deeper conversation. Marketing automation allows teams to have more conversations with prospects at scale to help change their perspectives. Usually features of marketing automation platforms include:

• Act as a central marketing database for marketing information and interactions

• Allow dynamic segmentation of marketing campaign targets

• Contact targets across multiple channels after specific actions, triggers, or periods of time

• Perform lead management to include lead nurturing and lead scoring

• Generate forms and landing pages to collect prospect information

• Provide analytics and reports that track the entire lifecycle of a campaign, including ties to revenue and/or campaign ROI

Who’s the buyer?

Job titles include marketing leadership and at early stage companies founders themselves.

70% of buyers are in the SMB segment, 23% in the mid-market, and 7% in the enterprise market.

What is the problem?

Marketing is based on people's interactions. The problem is that interactions with prospects or customers require a lot of time. Marketing automation platforms help teams easily do that and provide a reporting tool to make sure they are working on the right things.

How big is the market?

The top 10 players bring about $3.2B in ARR. The combined annual revenue of all players in the market is north of $35B.

How fast is it growing?

In the past 3 years, the market's supply side has grown 53% with an average of 15% year-over-year growth. Maybe not the fastest but at this scale each percentage point means millions of dollars in ARR.

Who are the top 10 players?

Revenue numbers are estimated - except for companies that IPO’ed.

How much are people paying?

Companies usually pay $50-$200 per month per user for marketing automation. The more enterprise solution can get away with changing up to $500 per month per user (with $5,000 per month min. contract).

How are they buying?

There are two ways customers buy marketing automation, sales-assisted and self-serve. My assumption is that more customers lean towards booking a demo because of how feature-rich solutions have become over the years.

Here is my booking link. Feel free to jump on a quick 15 min call if you want to:

• talk about a market you're thinking about

• talk about your go to market startegy

• talk about how to win more customers from your competitors

Yes, it's a button. You should click it if you want to jump on a call.