Crowdsource guide ranks marketing automation platforms by user recommendations and company size

New TrustRadius guide to marketing automation software platforms taps into marketer user base online to understand which vendors are leading the way based on company segment and likelihood of referral

A new crowdsourced guide from US-based TrustRadius, has tapped into the community site’s marketer audience to rank marketing automation software platforms based on user recommendations and company size.

The TrustRadius Buyers Guide is based on 400 product reviews authenticated by marketing automation software users, along with more than 10,000 comparisons of platforms by software buyers on the site. Users were verified via their LinkedIn profile and had to have used the products in the last six months.

According to TrustRadius, only products that offered integrated capabilities for demand generation such as email campaign management, landing pages and lead score, were included. Ratings were broken into three categories: Small businesses with fewer than 50 employees; mid-size companies with 51-500 employees; and enterprises (more than 500).

The report turned user insights into a TrustMap, or visual depiction of the products for each of the three company categories based on two dimensions: The likelihood to recommend ratings by users; and the focus a product has on a given segment.

Based on these results, the best marketing automation products list for enterprises was Oracle’s Eloqua platform, which scored a 4.4 average enterprise rating out of 5, and a 59 per cent segment focus. Other strong performers in this space are Pardot (Salesforce/ExactTarget), Marketo, Act-On and HubSpot.

In the mid-tier, Marketo gained the highest average rating of 4.2, followed by Pardot (4.0). Strong performers with a high user satisfaction but a smaller proportion of mid-size customers are Act-On, Eloqua and Hubspot.

At the small business end of town, Hubspot scored an average 4.8 out of 5 and 69 per cent average segment focus, ahead of Act-One (4.7 out of 5) and Infusionsoftware (4.3). Other players with a strong satisfaction rating but smaller proportion of users in this segment are eTrigue, Marketo, Pardot and Silverpop.

Click here to see a full version based on company segment

“There are very few products which are truly one-size-fits-all,” commented TrustRadius CEO, Vinay Bhagat. “Our TrustMap is the first of its kind analysis to provide software buyers with a pragmatic approach to identify the best-fit solutions based on market segment fit and user satisfaction.”

The guide also features profiles of each of the software platforms available detailing other user ratings such as product usability, performance and reliability, support and implementation satisfaction, along with commentary from user reviews and vendor credentials.

Other content includes views on market consolidation and trends, along with insights from vendor marketing leaders and a ‘comparison’ ring to showcase which products each platform is most often compared with.

Using insights from the report, TrustRadius also provided five key tips on how marketers can achieve success with marketing automation:

  1. Define your marketing strategy first
  2. Align people to process
  3. Integrate systems
  4. Develop a content strategy
  5. Re-think your metrics

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in