The six biggest marketing automation (MA) technologies account for 57% of total market share, according to a report by SimilarTech and Bold Digital Architects.
The report, The State of Marketing Automation 2017, identified the trends that have shaped the marketing automation landscape last year. The findings are based on data scanned from 100 million websites and focus on the top six MA software and technology providers: Act-On, Eloqua, Hubspot, Infusion Soft, Marketo and Salesforce Pardot.
HubSpot was found to have had the biggest share of the market in 2016 (21%) and most billion-dollar enterprises opt for Marketo as their preferred piece of automation technology.
Salesforce Pardot has seen the largest growth in websites using it in 2016, with an increase of 108.9%. The rest of the six dominant technologies averaged growth of 48%.
The total number of websites using MA technology in 2016 has increased to more than 480,000, compared with 320,000 in the previous year.
Noa Eshed, co-founder and co-CEO at Bold Digital Architects, said: “The rise in the number of websites using automation tools could be down to the fact they have been shown to help businesses streamline their sales and marketing processes, and increase revenue by up to 40%. The increased revenue is derived from improving the rate of customer retention as well as creating more customers from the same amount of contacts.”
