Marketing Automation Exposed
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The document discusses the results of a study analyzing the effectiveness of "all-in-one" marketing automation platforms. The study found that these platforms provided limited benefits for increasing website traffic or keyword rankings. Specifically, smaller businesses saw more traffic benefits than larger businesses, but overall increases were modest. The document concludes that additional tools may be needed beyond automation alone to drive greater brand awareness and search engine visibility.
Marketing Automation Exposed
- 1. “All-in-One” Marketing Automation Is it Really All You Need? (c) 2013, OMAlab, Inc. All rights reserved. v1.0 13 November 2013
- 2. Many vendors promise an “all-in-one” solution for marketing. So, those vendors should get you more search traffic, right? Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 3. Our Criteria 40,000 initial domains using marketing automation from 10 vendors sites using automation for less than 6 months or that have 0 traffic at the beginning or end of the analysis = 3,793 sites evaluated whether sites are using marketing automation, start and end dates number of ranking keywords, web traffic estimates initial site lists, supplemental data statistics (c) 2013, OMAlab, Inc. All rights reserved. - 36,207
- 4. We broke the sites into large & small to make the comparisons more fair Sites weren’t evenly distributed as the Quartiles were determined by SEMRush score, which is a general measure of the entire population. The largest sites The smallest sites The number of keywords, on average, a site ranked for at the beginning of our analysis. Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 5. Vendor Market Share 5% 9% 53% 16% 8% 10% ActOn Eloqua Marketo Hubspot Pardot Others 3% 11% 39% 24% 13% 11% 6% 6% 61% 14% 6% 7% Overall Large Sites Small Sites At the time of evaluation start Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 6. 0 1.75 3.5 5.25 7 Change ActOn Eloqua Marketo Hubspot Pardot Traffic Change Percentage Overall From initial evaluation to +6 months of using a marketing automation platform + 2.18% Q1 + 0.03% Q2 +0.46% Q3 +1.52% Q4 +6.69% larger smaller Smaller sites benefit more from marketing automation platforms -0.08 -0.04 0 0.04 0.08 0.12 0.16 Change -0.9 -0.6 -0.3 0 0.3 0.6 0.9 1.2 Change 0 1 2 3 4 Change 0 10 20 30 40 Change Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 7. Site Traffic ChangesFrom initial evaluation to +6 months of using a marketing automation platform -5 31.25 67.5 103.75 140 1.0 Most don’t see a change losing traffic gaining traffic Some big winners n = 100 Most sites don’t see significant changes in traffic +6 months after marketing automation launches. Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 8. Site Traffic By Quartile Changes -1 0 1 2 3 1.0 -1 3.25 7.5 11.75 16 -1 9.25 19.5 29.75 40 -1 34.25 69.5 104.75 140 Q1 Q2 Q3 Q4 Smaller sites more likely to gain, larger sites could actually lose search traffic when implementing marketing automation campaigns. large sites small sites Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 9. 0 0.5 1 1.5 2 Change ActOn Eloqua Marketo Hubspot Pardot Keyword Change Percentage Overall From initial evaluation to +6 months. A 1% change equates to 1 new keyword for a domain that has rankings for 100 keywords. + 0.66% Q1 + 0.08% Q2 +0.25% Q3 +0.64% Q4 +1.65% larger smaller Limited benefit for increasing term visibility/share in search 0 0.055 0.11 0.165 0.22 Change 0 0.35 0.7 1.05 1.4 Change 0 1.5 3 4.5 6 Change 0 1.25 2.5 3.75 5 Change (c) 2013, OMAlab, Inc. All rights reserved.
- 10. 76% 13% 12% Increase Decrease Not Using Adwords Keyword Changes Overall Sites that did not maintain Adwords use throughout the period were considered Not Using Adwords + 0.66% Q1 18% Q2 13% Q3 11% Q4 6% larger smaller 64% 18% 18% 72% 15% 13% 78% 12% 11% 88% 5% 6% Larger sites are more likely to use Adwords Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserv
- 11. Conclusions • There is no real traffic benefit provided by “all in one” marketing automation platforms • Smaller businesses see substantially more benefit from marketing automation platforms, in terms of traffic generation, than larger sites • In terms of keyword rankings, the number of keywords a site ranked for did not significantly increase after deployment of a marketing automation platform. • Larger sites use Adwords more regularly than smaller sites. Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 12. Take Aways • “All-in-one” marketing automation platforms do NOT provide adequate tools for driving brand awareness, visibility, and traffic from search engines • Businesses should consider using a visibility platform (SEO, Social Media, Digital PR) to drive visibility and traffic 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 significant increase in leads due to an increased ability to create leads through better form capture. Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved.
- 13. About Marketing, at its core, is about building connections with your audience. We help you build those connections with that uncovers your audience, and figures out the best way to reach them that keeps you razor sharp and up to date on industry changes Software Training T A Partnership that works with you to do what it takes to make you successful Learn more at http://getoma.com (c) 2013, OMAlab, Inc. All rights reserved. w
- 14. (c) 2013, OMAlab, Inc. All rights reserved. Interested in exploring more? Want to play with the data for yourself? Data is available for you to run your own analysis. Click here and request access.