Being in the marketing automation world for five-and-a-half years with Pardot, it’s easy to think that everyone knows about the technology and has adopted it. Not so. When I talk to non-tech CEOs and entrepreneurs, very few have heard of marketing automation, let alone begun using it. Technology companies are the main users of the technology and it’s starting to spread rapidly.
Think about all the companies that use a modern, web-based CRM, based on approximate customer count:
- Salesforce.com: ~140,000
- SugarCRM: ~10,000
- Microsoft Dynamics CRM: ~40,000
- Netsuite: ~13,000
- Total: ~200,000 companies
Now, look at the major marketing automation vendors based on approximate customer count:
- Marketo: ~2,400
- Pardot: ~1,900
- Eloqua: ~1,500
- HubSpot: ~1,800 (this is a guess as many of their customers use the blogging and SEO tools, with the marketing automation piece growing quickly)
- Act On: ~1,400
- Total: 9,000
Note: customer counts are all educated guesses based on published information and industry knowledge.
So, with roughly 200,000 companies using a modern, web-based CRM and only 9,000 using a B2B marketing automation system, there’s unbelievable room for growth. Marketing agencies and lead generation experts would do well to develop a marketing automation practice and get out ahead of the curve. Per adoption, we’re just about to cross the chasm into the early majority and the number of companies that use that software will explode.
What else? What are your thoughts on the coming wave of marketing automation adoption?