SIRIUSDECISIONS IS THE LEADING GLOBAL B-TO-B RESEARCH AND ADVISORY FIRM. WE

DELIVER THE ACTIONABLE INTELLIGENCE, TRANSFORMATIVE FRAMEWORKS AND EXPERT

GUIDANCE THAT EQUIP EXECUTIVES TO MODERNIZE AND ELEVATE SALES, MARKETING

AND PRODUCT PERFORMANCE. TO LEARN MORE, VISIT OUR WEB SITE AT

WWW.SIRIUSDECISIONS.COM.

©2014 SiriusDecisions. All Rights Reserved.

NURTURE IS EVOLVING BEYOND THE DRIP EMAIL; IT IS MOST EFFECTIVE WHEN ALIGNED TO BUYER NEEDS AND COMMUNICATION PREFERENCES. NURTURE IS EVOLVING BEYOND THE DRIP EMAIL; IT IS MOST EFFECTIVE WHEN ALIGNED TO BUYER NEEDS AND COMMUNICATION PREFERENCES.

DESIGNNURTURE

ENHANCEMENTNURTURE

45%45% ORGANIZED BY TOPIC

ORGANIZED BY INDUSTRY

ORGANIZED BY BUYING STAGE

ORGANIZED BY PERSONA

INJECT TELE

USE AD TARGETING

INTEGRATE CHAT

DO WEB OPTIMIZATION

30%30%

27%27%

25%25%

23%23%

16%16%

10%10%

10%10%

N U T U R E

NOT MUTUALLY EXCLUSIVE

OF THESE COMPANIES THAT HAVEMARKETING AUTOMATION PLATFORMS:

NURTURE TACTICSARE FINALLYEVOLVING

NURTURE TACTICSARE FINALLYEVOLVING

FORMS ARESTILL IN THE

DARK AGES

FORMS ARESTILL IN THE

DARK AGES

STATICFORM

64%OF COMPANIES USE STATIC FORMSOF COMPANIES USE STATIC FORMS

40%OVER OF MAP USERS HAVE LESS

THAN TWO YEARS OF EXPERIENCE

OF MAP USERS HAVE LESS THAN TWO YEARS OF EXPERIENCE

MARKETINGAUTOMATION EXPERIENCEIS STILL SCARCE

MARKETINGAUTOMATION EXPERIENCEIS STILL SCARCE

LIMITED TRAININGAND FEW POWER USERSLIMIT MAP VALUE

LIMITED TRAININGAND FEW POWER USERSLIMIT MAP VALUE

0159

2 to

5 to

10+

$50M $250M $500M $1B $5BLESS THAN OVER$51M TO $251M TO $501M TO

24%

39%

33%

1%

3%

8%

31%

45%

5%

11%

11%

16%

52%

10%

11%

8%

15%

54%

15%

8%

5%

10%

50%

15%

20%

POWERUSERS

NUMBER OF POWER USERS BY REVENUE BAND

REVENUEREVENUE

MANY ORGANIZATIONS ARE UNDERESTIMATING THE RESOURCES REQUIRED TO DRIVE EFFECTIVE MAP ADOPTION.MANY ORGANIZATIONS ARE UNDERESTIMATING THE RESOURCES REQUIRED TO DRIVE EFFECTIVE MAP ADOPTION.

COMPLEXITY PROBLEMS

TRAINING & SKILL DEVELOPMENT

LIMITED RESOURCES

MULTIPLE OFFERINGSMULTIPLE SEGMENTSMULTIPLE REGIONSSYSTEMS/DATA

WHAT ORGANIZATIONS ARE GETTINGTHE MOST MAP VALUE?

WHAT ORGANIZATIONS ARE GETTINGTHE MOST MAP VALUE?

ADMINISTRATIVE CHALLENGESLESS THAN $50M

OVER $1B

MID-SIZE COMPANIES HAVE MOST SUCCESSFULLY OVERCOME MANY ISSUES THAT LARGE AND SMALL ORGANIZATIONS STILL FACE.

11 TIMESMORE B-TO-B ORGANIZATIONS WITH MARKETING AUTOMATION TODAY THAN THERE WERE IN EARLY 2011

ADOPTION IS GROWINGRAPIDLY

ADOPTION IS GROWINGRAPIDLYB-TO-B COMPANIES ARE FEELING CONFIDENT ABOUT GROWTH: B-TO-B COMPANIES ARE FEELING CONFIDENT ABOUT GROWTH:

2011 2012 2013 2014

15K

10K

5K

0K

TOTA

L B

-TO

-B C

UST

OM

ERS

THERE ARE NEARLY

THE SIRIUSDECISIONS

B-TO-B

MARKETING AUTOMATION PLATFORMS ARE CRITICAL TO AN ORGANIZATION’S MISSION. SIRIUSDECISIONS, THE LEADING GLOBAL B-TO-B

RESEARCH AND ADVISORY FIRM, HAS IDENTIFIED SEVERAL EMERGING TRENDS IN THE MAP MARKETPLACE AND DETERMINED HOW THOSE TRENDS AFFECT USERS.

MARKETING AUTOMATION STUDY