Marketing Automation Industry

Introduction

The following research covers:

  • Top marketing automation technologies worldwide
  • Traffic share and marketing strategies used in top 4 marketing automation platforms
  • Top clients of top 4 marketing automation platforms

 

Top marketing automation technologies worldwide

There are 32 marketing automation technologies worldwide which are being used in 470,161 websites in total. Top 5 marketing automation technologies based on market share are:

  1. HubSpot – 25.8%
  2. Marketo – 13%
  3. Infusionsoft – 12,8%
  4. TowerData – 10%

 

 

Traffic share and marketing strategies used in top 5 marketing automation platforms

Traffic data presented from [Jan 2016 – Dec 2016]

1. HubSpot.com Inbound Marketing & Sales Software

HubSpot founded in 2006 and had $186.49 million (net income -$46.05 million) (2015).  Total visits from Jan 2016 – Dec 2016 is 255.7M and traffic share from desktop is 74% and from mobile 26%. Top country is US.
Screenshot taken from SimilarWeb

 

Monthly traffic of HubSpot is 21M with average page views of 5 and 52.43% of bounce rate.

 

Screenshot taken from SimilarWeb
PERCENTAGE OF TRAFFIC SOURCES FROM 255.7M TOTAL TRAFFIC ARE FROM:
Screenshot taken from SimilarWeb
  • Direct – 30%
    Direct traffic is 2nd top traffic source. 30% is not less and it shows that they gain popularity.
  • Organic searches – 34%
    HubSpot gains a lot more visitors from search engines both branded and non branded keyword. You can download the list of the keywords below.

    Download Search terms of HubSpot



  • Referrals -20%
    Find top referrals in the below table

 

  • Mail – 11%
  • Social – 4%

2. Marketo: Best-in-Class Marketing Automation Software

Marketo founded in 2006 and had $62.2 million Revenue for 2016. Total visits for one year was 29M plus, 78% of traffic share is from desktop and 22% from mobile traffic. Top country by traffic is the USA.

Screenshot taken from SimilarWeb

 

Monthly traffic of Marketo is 2.437M with average page views of 8.74 and 47.83% of bounce rate.

Screenshot taken from SimilarWeb

PERCENTAGE OF TRAFFIC SOURCES FROM 29.25M TOTAL TRAFFIC ARE FROM:
Screenshot taken from SimilarWeb
  • Direct – 42%
  • Organic searches – 21%
    Download the list of the keywords to understand type of keywords which drive traffic to Marketo.

Download Search terms of Marketo



  • Referrals – 29%
    Top referrals of Marketo are:
  • Mail – 4%
  • Social – 3%

3. Infusionsoft Small Business CRM, Sales & Marketing Software

InfusionSoft founded in 2001 and had $100 million revenue n 2015.  Total visits from Jan 2016 – Dec 2016 is 459.6M and traffic share from desktop is 62% and from mobile 38%. Top country is US.

Screenshot taken from SimilarWeb

Monthly traffic of is 38.30M with average page views of 2.96 and 63.47% of bounce rate. Infusion soft has the highest bounce rate.

Screenshot taken from SimilarWeb

PERCENTAGE OF TRAFFIC SOURCES FROM 459.6M TOTAL TRAFFIC ARE FROM:
Screenshot taken from SimilarWeb
  • Direct – 30%
  • Organic searches – 13%
    Download the list of the keywords to understand type of keywords which drive traffic to InfusionSoft.

    Download Search terms of InfusionSoft



  • Referrals – 23%
    Top referrals of InfusonSoft are:
     
  • Mail – 33%
  • Social – 1%

4. TowerData Email Intelligence, Email Validation, Email Append

TowerdData founded in 2005 (revenue information is not available).  Total visits from Jan 2016 – Dec 2016 is 642K plus and traffic share from desktop is 87% and from mobile 13%. Top country is US.

Screenshot taken from SimilarWeb

Monthly traffic of is 54K with average page views of 2.74 and 50.65% of bounce rate.

Screenshot taken from SimilarWeb
PERCENTAGE OF TRAFFIC SOURCES FROM 642K TOTAL TRAFFIC ARE FROM:
Screenshot taken from SimilarWeb

 

  • Direct – 40%
  • Organic searches – 38%
    Download the list of the keywords of TowerData to see keyword types.
     

    Download Search terms of TowerData



  • Referral – 14%
    Top referrals for TowerData are:
  • Mail – 1%
  • Social – 1%

 

Top Clients of Hubspot, infusionsoft, marketo and towerdata

 

Takeaway

1. Top marketing automation web technology is HubSpot

2. Top technology which has highest total traffic is InfusionSoft

Screenshot taken from SimilarWeb

3. Top marketing automation technology having highest organic search traffic, direct traffic and traffic from referrals (desktop traffic) are HubSpot and TowerData.

4. Top technology with highest traffic from emails is InfusionSoft.

Screenshot taken from SimilarWeb

5. The highest revenue has HubSpot

 

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5 Comments

  1. Wow. Interesting stats. Marketing automation landscape gets interesting with software providers, such as GetResponse, moving from email to automation. Infusionsoft does quite well! I’ve never used it.

  2. Thanks for the overview about Marketing automation softwares..but I am wondering why the open-source software Mautic is not displayed in that research? It also covers all the basic features and comes along with new ones every month thanks to the GitHub community.

    • Thanks Antonia for the informing about Mautic. It is being used by 1,274 websites and based on the market share data it is number 21 in the list of the marketing automation tools worldwide.

      But you gave an interesting hint so covering open source marketing automation tools will be in our list ;). Also we will contact you for getting more information if needed and just sending you the draft to read before posting.

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