Marketing Automation Vendor Market Share

Marketing Automation Vendor Market ShareIs it possible to accurately measure marketing automation vendor market share using 100% publicly available information? Before I answer, let me provide a quick overview of tracking code.

All marketing automation vendors provide some form of tracking code. This code is added to a website, much the way Google Analytics tracking code is added to a website.

Tracking code is used to provide a variety of insights. A key insight is that marketers and salespeople can view detailed website activity for each converted visitor. A salesperson, for example, can base a conversation on what content a Lead viewed.

Tracking code is normally added to the HTML of every website page. Salesforce Pardot offers the following example of its tracking code. A unique customer ID, which is always a part of tracking code, is not included in the example:

Wappalyzer is a browser extension that uncovers the technologies used on websites. It detects content management systems, eCommerce platforms, web servers, JavaScript frameworks, analytics tools and yes, marketing automation systems.

To detect whether a marketing automation system is associated with a website, Wappalyzer looks for signs of tracking code and/or occurrences of a vendor’s domain name within a website pages’ HTML.

Marketing Automation Vendor Market Share Chart

If you consider the number of websites that contain marketing automation vendor tracking code to be a fairly accurate reflection of marketing automation vendor market share, then it’s difficult to argue with the relative percentages of HubSpot, Pardot and Marketo in the following chart.

The data behind this chart was taken from this page on June 1, 2016. Much as I like Yoast SEO, which you’ll see referenced, this WordPress plugin is erroneously categorized as a marketing automation system. It is therefore excluded from the chart.

Hover your cursor over the slices to see the number of websites on which each vendor’s tracking code was detected.

Why did I use the words “relative percentages” above? There are several reasons why an entire brand might be excluded from the Wappalyzer results:

  • The application isn’t popular enough (it needs to be on “thousands of sites”)
  • The vendor’s tracking code doesn’t have a brand-identifiable element
  • The tracking code or element isn’t on every page
  • The current detection file doesn’t include the brand

One popular marketing automation vendor, Act-On, is not referenced in the detection file. This is either an omission, Act-On is not considered popular enough, or Act-On does not reference its brand in its tracking code.

It’s also possible that Eloqua, which went through post-acquisition rebrandings, is not getting fully picked up. Sometimes rebranding is reflected in things like tracking code.

The good news is that Wappalyzer is open to suggestion about any technologies or vendors that should be added to the existing categories or any updates that should be made.

Wappalyzer vs. Other Data Sources

For the marketing automation vendors that are identified by Wappalyzer’s current detection file, this approach could well produce much more accurate results than polls or surveys.

Another interesting metric is that the top three identified vendors collectively have about 40,000 customers. This means that there’s still a significant market opportunity in the marketing automation space.