Raab Associates Forecasts B2B Marketing Automation Revenue at $325 Million in 2011

CHAPPAQUA, N.Y., July 27, 2011 /PRNewswire/ -- B2B marketing automation vendors will earn $325 million revenue in 2011, according to industry analysts Raab Associates Inc.  This is 50% above 2010, which itself doubled revenue from 2009.

The figures are in Raab Associates' B2B Marketing Automation Vendor Selection Toolkit (VEST), which helps marketers select the best system for their needs.  Information was gathered in May and June 2011.

"Industry growth is strong, even though the percentage increase is lower because it comes on a higher base," said Raab Associates Principal David M. Raab.  "However, the net number of new installations seems to have dropped compared with the previous six months.  Growth could stall if vendors cannot sell outside of the original high tech and business services industries."

The VEST analyzes four industry segments: micro businesses (under $5 million revenue), small business ($5 million to $20 million revenue), mid-size business ($20 million to $500 million revenue) and large enterprises ($500 million revenue and higher).  For each segment, it provides client counts by vendor and estimated 2011 revenue for the entire industry.  Figures are:

- micro business: 60% of installations (12,000 ) and 18% of revenue ($60 million)

- small business: 15% of installations (2,900) and 14% of revenue ($45 million)

- mid-size business: 19% of installations (3,800) and 46% of revenue ($150 million)

- large enterprise: 6% of installations (1,200) and 22% of revenue ($70 million)

The VEST provides nearly 200 data points on 18 B2B marketing automation products including Eloqua, Marketo, Pardot, HubSpot, Infusionsoft, Genius, Aprimo, Neolane, Oracle, Manticore Technology, TreeHouse Interactive, SalesFUSION, Silverpop, OfficeAutoPilot, MakesBridge, Right-On Interactive, LeadFormix, and Net Results.  Each system is scored against criteria for micro-business, small-to-mid-sized business, and large enterprises.  Results are plotted on a matrix to identify leaders, contenders, and outliers for each segment.

Interactive features let buyers create custom scoring weights, directly compare up to three vendors, and view explanations of the scoring criteria.

The report also includes an overview of the marketing automation industry, a methodology for selecting the right vendor, and explanations of key marketing automation concepts.

The VEST is published by Raab Associates Inc., a consultancy specializing in marketing technology vendor selection and marketing analysis.  For more information, see www.raabguide.com/vest.

SOURCE Raab Associates Inc.