01 November 2012, London -- Econsultancy has today announced the second edition of its Marketing Automation Buyer's Guide which looks at market trends within this fast-growing digital sector, as well as the vendors participating at FUNNEL London (www.funnel-marketing.com), who are well positioned in the space.

The guide contains an analysis of market trends, and tips for marketers who want to invest in marketing automation technology in order to optimise their marketing processes, have a clear understanding of customer journeys in their target markets and interact with them across the entire sales funnel.

The report has a global focus and includes profiles of 20 leading marketing automation vendors as well as advice for buyers looking for a provider.

According to the guide, integration with other marketing technologies has become the key differentiator in this fast-growing, competitive market. For the most part, marketing automation technology is still perceived to be about email. However, an increasing number of organisations are looking for an upfront integration with social media management platforms and data mining tools for advanced outreach and targeting.

Monica Savut, Senior Research Analyst at Econsultancy says: "While integration with CRM systems is already considered a de facto standard, integration with other marketing technologies is still at a nascent stage. Marketing automation platforms that facilitate a tight integration with other marketing technologies will be able to capitalise on the increased importance of multichannel and provide organisations with a coherent flow of prospect data between marketing and sales."

Econsultancy’s FUNNEL event, taking place in London on 13 November, will be showcasing some of the leading global vendors – including Act-on Software, Eloqua, HubSpot, Marketo, Silverpop and Pardot (acquired by ExactTarget in October 2012). Furthermore, there'll be several creative and service companies on hand to help out with planning and implementation of marketing automation projects, data and processes including Dun & Bradstreet, MarketOne, Coast Digital, Search Laboratory and Velocity Partners.

The Marketing Automation Buyer's Guide looks at trends within the marketing automation industry that will be up for discussion within FUNNEL’s four-streamed conference.

Trends highlighted in the guide include:

• The market consolidates as enterprise marketing suites start to replace disparate systems
• Integration with other marketing technologies becomes the key differentiator
• Marketing automation platforms need to become more sophisticated as marketers struggle with complex layers of data
• Social marketing automation moves mainstream

The guide also contains in-depth profiles of the leading marketing automation vendors and tips (with pitfalls to avoid) to help you find the right platform to suit your needs.

The vendors featured in the guide include:

Act-on Software, Agillic, Aprimo (a Teradata company), Eloqua, Force24, HubSpot, IBM, Infusionsoft, LeadFormix (a CallidusCloud company), LoopFuse, Marketo, Neolane, Net-Results, Pardot (acquired by ExactTarget in October 2012), Responsys, Sales Engine International, SalesFUSION, SDL, Silverpop, Sitecore.

Get this report

The full report is available on the Econsultancy website here:


Join over 600 senior sales and marketing professionals at FUNNEL:

Some tickets are still available for the event, priced at £295 so as to enable (better aligned) sales and marketing teams to attend together.

Econsultancy’s FUNNEL runs at Emirates Stadium on 13th November. All details and delegate passes are available at www.funnel-marketing.com

For more information contact:
Ryan Sommer, Content Marketing Executive, Econsultancy
ryan.sommer AT econsultancy.com
+44 (0) 207 269 1467

About Econsultancy

Econsultancy is a digital marketing best practice community and publisher, which educates the world’s marketers on everything from web analytics and email marketing, to social media, PR and e-commerce. Econsultancy provides independent research, consultancy services, and worldwide events and training for more than 140,000 members and counting, and has offices in London, New York, Sydney, Singapore and Dubai. Econsultancy is a part of Centaur Media plc.

Web: http://econsultancy.com Twitter: http://twitter.com/econsultancy

Published on: 4:14PM on 1st November 2012