All-in-One Marketing Automation

Is it Really All You Need?

v1.0 13 November 2013

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Many vendors promise an all-in-one solution for marketing. So, those vendors should get you more search trafc, right?
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Our Criteria
40,000 initial domains using marketing automation from 10 vendors sites using automation for less than 6 months or - 36,207 that have 0 trafc at the beginning or end of the analysis = 3,793 sites evaluated

whether sites are using marketing automation, start and end dates
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number of ranking keywords, web trafc estimates

initial site lists, supplemental data statistics

We broke the sites into large & small to make the comparisons more fair
The number of keywords, on average, a site ranked for at the beginning of our analysis.

The largest sites

The smallest sites

Sites werent evenly distributed as the Quartiles were determined by SEMRush score, which is a general measure of the entire population.

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Vendor Market Share

At the time of evaluation start

9%

5% 10% 8% 16%
39%

11%

3%

11%

6% 6% 13%

7% 6%

14%

24% 61%

53% Overall

Large Sites

Small Sites

ActOn Hubspot
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Eloqua Pardot

Marketo Others
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Trafc Change Percentage

From initial evaluation to +6 months of using a marketing automation platform

7 5.25 3.5 1.75 0 Change

0.16 0.12 0.08 0.04

1.2 0.9 0.6 0.3

40

30

2 0

20

0 -0.04 -0.08

-0.3 -0.6 -0.9

10

Change

Change

Change

Change

+ 2.18%
Overall

+ 0.03%
Q1
larger

+0.46%
Q2
Eloqua

+1.52%
Q3
Hubspot

+6.69%
Q4
smaller

ActOn

Marketo

Pardot

Smaller sites benet more from marketing automation platforms

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1.0

From initial evaluation to +6 months of using a marketing automation platform

Site Trafc Changes

Some big winners

140 103.75 67.5 31.25 -5

gaining trafc
n = 100

losing trafc

Most dont see a change

Most sites dont see signicant changes in trafc +6 months after marketing automation launches.
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1.0

Site Trafc By Quartile Changes

3 2 1 0 -1 16 11.75 7.5 3.25 -1 40 29.75 19.5 9.25 -1 140 104.75 69.5 34.25 -1

Q1
large sites

Q2

Q3

Q4
small sites

Smaller sites more likely to gain, larger sites could actually lose search trafc when implementing marketing automation campaigns.
(c) 2013, OMAlab, Inc. All rights reserved.

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Keyword Change Percentage

From initial evaluation to +6 months. A 1% change equates to 1 new keyword for a domain that has rankings for 100 keywords.

Limited benet for increasing term visibility/share in search

2 1.5 1 0.5 0 Change
0 0 0 0 0.22 1.4 6 5 0.165 1.05 4.5 3.75

0.11

0.7

2.5

0.055

0.35

1.5

1.25

Change

Change

Change

Change

+ 0.66%
Overall
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+ 0.08%
Q1
larger

+0.25%
Q2
Eloqua

+0.64%
Q3
Hubspot

+1.65%
Q4
smaller

ActOn

Marketo

Pardot

Adwords Keyword Changes

Sites that did not maintain Adwords use throughout the period were considered Not Using Adwords

Larger sites are more likely to use Adwords

12% 13% 76%
64% 72% 78% 88% 18% 13% 15% 18% 11% 12% 6% 5%

+ 0.66%
Overall
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18%
Q1
larger

13%
Q2
Increase

11%
Q3
Decrease

6%
Q4
smaller

Not Using

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Conclusions

There is no real trafc benet provided by all in one marketing automation platforms Smaller businesses see substantially more benet from marketing automation platforms, in terms of trafc generation, than larger sites In terms of keyword rankings, the number of keywords a site ranked for did not signicantly increase after deployment of a marketing automation platform. Larger sites use Adwords more regularly than smaller sites.
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(c) 2013, OMAlab, Inc. All rights reserved.

Take Aways

All-in-one marketing automation platforms do NOT provide adequate tools for driving brand awareness, visibility, and trafc from search engines Businesses should consider using a visibility platform (SEO, Social Media, Digital PR) to drive visibility and trafc to their websites, in addition to leveraging marketing automation Businesses with business goals other than lead generation should consider investing in a platform to drive visibility before investing in a marketing automation solution, which primarily nurtures leads It is expected that most businesses have seen a signicant increase in leads due to an increased ability to create leads through better form capture.
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(c) 2013, OMAlab, Inc. All rights reserved.

About
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