Marketing Automation Vendors Matrix
Company Target Company Offerings Highlights Customers Since
Mid to large-size
enterprises across a Good fit for enterprises who want to manage marketing
variety of industries. Enterprise-level AMD, Bank of America,
SW you install on- resources (campaigns, costs, project management for
Aprimo Companies with complex Marketing Resource Borland, Cingular, Dell, Honda, High 1998
site marketing) and campaign management software. Pure play
marketing programs and Management Merrill Lynch, Sony Pictures
specialist in marketing automation. Complex implementation.
On-demand SaaS sole proprietors and
Cost effective. Light personalization. Easy form generator.
Awebber Small (software as a email marketing only entrepreneurs, some small Low 1998
A/B Split Testing. Limited on broader functionality.
service) consulting firms
CampaignerPro On-demand SaaS
Cost effective. Good segmentation. Dynamic content. PriceWaterhouseCoopers,
(Got Small to Enterprise (software as a email marketing only 1999
Product is one-dimensional. NetGear, RosettaStone, eBay
Sarasota Film Society, AAA
Constant email marketing and Translation, Balance Spa,
Small (software as a Affordable, easy to use. One-dimensional. Low 1998
Contact surveys Arthur Murray, Episcopal
Diocese of Atlanta, Fajita Grill
Microsoft, Verizon, Yahoo, XM Med
On-demand SaaS Can be as complex as you make it, learning curve. Ideal for
Event and Survey Satellite Radio, Siemens, PGA Pay by the drink, or
Cvent Mid to Enterprise (software as a larger and multiple events management, enhanced triggers 1999
Management Tour, JP Morgan, AMA, Penn volume of events.
service) and business rules, content creators, reports.
State Annual contract
Soup to nuts, defines and tracks trigger-based online
Nokia, RedHat, Palm, Sybase,
Mid to large-size On-demand SaaS Demand generation activities including : PURLs, automated personalized email
Borland, Verisign, ADP,
Eloqua enterprises across a (software as a and Marketing and microsites, dbase profiling, web analytics, SFA Med to High 1999
Expedia.com, Pitney Bowes,
variety of industries. service) Automation integration, lead scoring, event management, printmail, chat.
LinkedIn, Postini, Dow Jones
Requires learning curve.
On-demand SaaS Anthem, Scotts, Chase, T-
Standalone email SFDC integration, APIs available for other platforms, easy to
ExactTarget Medium to Enterprise (software as a Mobile, Delta Faucet, Charles Med to High 2000
marketing use. Limited functionality
service) Schwab, Wild Oats,
Mid to large-size Software and Deloitte, Manhattan Associates,
Firstwave Email, Personalized Web Pages, Ad Tracking, CRM, Value-
enterprises across a Services Custom Lead Generation PRO Marketing Inc., ESC, High 1984
Technologies Added Services. Product is not standardized.
variety of industries. Solution Provider Gelco, Sungard
SEO, Blogging, Lead
Small to large-size On-demand SaaS Generation, Lead
Marketing software that combines many applications in one Wide range of customers (from
HubSpot enterprises across a (software as a Management, Email & Low to High 2006
powerful, integrated system. small businesses to Fortune 50)
variety of industries. service) Automation and
On-demand SaaS Landing Pages and Microsites only. Centralized Content Harris Interactive, AMA, Infor,
iCentera Small to MidMarket (software as a Management, Portals, Collaboration, Analytics, Dynamic NewScale, Thomson, Visto, Med 2003
page and portals
service) Emails, User-controlled document upload/download SPSS, Malt-O-Meal
Prospect Website Automated, real-time reports based on prospect web activity.
LeadLander Small to MidMarket (software as a unknown Low 2005
Tracking Limited functionality.
On-demand SaaS software for mortgage, Americash, Prosperity
Lead distribution, tracking, analysis and conversion. Limited
Leads 360 Small to MidMarket (software as a insurance and Mortgage, PacWest, Heartland, Low to Med 2004
functionality compared to other vendors in space
service) secondary education Barrington Capital
On-demand SaaS Website Tracking, Pricing, ease of use, contract terms. One of a few vendors
Loopfuse Small (software as a Form Handling, Lead that offers seats for under $100/month. Limited functionality unknown Low 2007
service) Scoring, CRM and track record.
On-demand SaaS Demand generation Kelloggs, AXS One,
Manticore Small to MidMarket (software as a and Marketing Ease of use. Broad functionality. International Truck and Engine Med 2001
service) Automation , Corporation, ClearCube,
On-demand SaaS Demand generation
Ease of use. Campaign ROI tracking. Integrated sales Cisco, Tibco, Netgear, White
Market2Lead Small to MidMarket (software as a and Marketing Med 2003
opportunity tracking. Quick implementation Hat Security, IronPort
On-demand SaaS Demand generation
Flexible pricing. Easy to use. Not as much functionality Business Objects, VMWare,
MarketBright Small to MidMarket (software as a and Marketing Med 2006
compared to similar vendors in space Evault, Wageworks
Demand generation, Comprehensive functionality. Established vendor with strong Applied Biosystems, Barrington,
MarketFirst On-premise Marketing Automation, backing (CDC). Long track record. On-premise model does Careerbuilder, Ceridium,
Mid to Enterprise High 1995
(Pivotal) licensing Marketing Resource have higher licensing, maintenance and configuration costs Documentum, Franklin Covey,
Management compared to SaaS vendors Sharp, Webex
BASF, Anthony and Sylvan,
On-demand SaaS Marketing Resource Strong functionality. High value. Focuses on resource Coca Cola, Disney, Hormel,
Mid (software as a Management and management, not marketing automation or demand Baush & Lomb, Anheuser Med 1998
service) Project Planning generation. Busch, ExxonMobil, NFL, Dow
Good lead management and landing page optimization.
On-demand SaaS Demand Generation
Newer to the marketing automation space. Strong
Marketo Small to MidMarket (software as a and Marketing unknown Low to Med 2007
management team. Easy to use. Good pricing. Limited
NetSuite Limited functionality in key marketing areas, difficulty of use.
Oracle - Siebel Enterprise level, varying degrees of marketing automation
and on-premise Customer Relationship variou
Microsoft Enterprise w/in the platform/software. Full Enterprise-level Business various High
traditional licensing Management s
Dynamics Insight, ERP (accounting), CRM, Employee Management &
SAP Collaboration, Business Analytics, Web Presence.
On-demand SaaS Demand generation Good range of basic functionality. Only vendor to offer a
Aslan, Clearleap, Appcelerator,
Pardot Small (software as a and Marketing guarantee on performance. Pricing and contract terms. Low 2007
service) Automation Limited track record.
Med to Low
Landing pagess and Microsites only. Personlization, on-brand Incremental
PluraPage On-demand SaaS messaging, enhance conversion possibilities, click-thru Alcatel-Lucent, immixGroup, campaign costs
www.plurapage Small to MidMarket (software as a reporting, SFDC integration. Personalized URLs (or PURLs), Prudential, Prescient, Jobfox, under a pay-for- 2007
.com service) thank you pages, email confirmations, secure lead collection TFC conversion pricing
and storage for each client account. model (as low as
Small to Mid Market
British Airways, Nextel, Rogers
On-demand SaaS Salesforce automation,
Limited marketing automation. Salesforce automation, Communicatinos, T-Mobile,
RightNow Small to MidMarket (software as a Hub for sales, Med 1997
service desk, good customer service Black and Decker,
service) marketing and service
MidMarket CRM and
and on-premise Traditional CRM functionality. Limited on marketing
Sage CRM MidMarket Accounting software Multiple Med to High 1977
traditional licensing automation and demand generation.
Static dbase for marketing campaigns, limited marketing Med
On-demand SaaS automation. Small to Mid Market Salesforce automation, Hub A.T. Kearney, Corporate Varying subscription
Salesforce.com Small to MidMarket (software as a for sales, marketing and service data activities. dynamic Express, AMD, Aon, Staples, 24 levels with per-seat 1998
service) reports, solid integration - API, user-friendly setup, repository Hour Fitness pricing. Annual
for storing marketing campaign data contract
On-demand SaaS Demand generation EasyLink, Lithium, PrintRunner,
Limited functionality. Uncertain product direction. Cost-
SalesGenius Small to MidMarket (software as a and Marketing Network Computing, WebEx, Low to Med 2006
effective. Strong management team. SFDC integration.
service) Automation ThoughtLava
Small to Mid market Low
Dec, EZ Publishing, InterAct,
on-demand, CRM suite handles Varying subscription
Limited marketing automation. Open Source, flexible Ninja Trader, Power Efficiency,
SugarCRM Small to MidMarket appliance, on-site, customer interactions levels with per-seat 2004
deployment: Red Balloon, Splunk, Superior
low-cost, across sales, pricing. Annual
marketing and service contract
Sales Intelligence and Niche product centered on sales intelligence, prospect
TrueAdvantage MidMarket (software as a unknown Med
Lead Management triggers and lead management.
Exclusive focus on Marketing Resource Management.
Ideal for customer-centric B2C and B2B organizations. UPS, Reader’s Digest, Orbitz,
Mid to large-size Enterprise-level Good for larger marketing organizations that require
Hosted, On- Nordstrom, New York Life,
Unica enterprises across a Marketing Resource marketing project and resource management with integrated High 1992
Premise Lockheed Martin, Mass Mutual
variety of industries. Management demand generation. Light on demand generation Life Insurance, CNN, E*TRADE
functionality, but acquisition of Marketing Central will allow
for stronger functionality in 2008.
Fortify, Aptera, CMS Direct, Competitive pricing.
On-demand SaaS Demand generation Good midrange functionality and pricing. Very easy to use.
Vtrenz Ciena, Mercury MD, Johnson Above average
Medium to Enterprise (software as a and Marketing Backed by larger company (Silverpop). Current unification 2005
(Silverpop) Direct, American United Life return on
service) Automation with rest of Silverpop product/service offerings.
Insurance functionality for price