New Opportunities for Mid-Tier B2B Marketing Automation Vendors?

David Raab's picture
David Raab
David Raab wrote:

The biggest marketing automation vendors (Eloqua, ExactTarget/Pardot, Marketo, Neolane, Aprimo, etc.) are now owned by public companies, which tend to focus on big enterprise clients.  

Does this mean there's an opening for smaller vendors (Act-On, SalesFUSION, eTrigue, etc.) to succeed in the small-to-mid market, or will the big vendors' deep pockets let them dominate, even if they are only giving the mid-market a fraction of their attention?

Check out this press release or for more information on this topic. 

Vote up!
Vote down!
0 votes
Resource Reference 

Use this matrix to compare marketing automation vendor solutions based on your requirements.

1 Responses

Clare Price's picture
Clare Price
Clare Price wrote:

David, absolutely there is an opportunity for companies to jump into this market. The market automation needs of mid-market companies are radically different from global companies. They have fewer resources so they need fast answers and faster execution. I would say the mid-market automation challenge is less about Big Data and more about better decisiom making. Task automation is a good first step but I believe that helping mid-market companies develop executable strategies is going to be a clear differenciator for a winning mid-market automation player.