I’ve now published the new Marketing Lead Management (MLM) vendor selection matrix via my business partner Research in Action. Our global survey of 1500 business decision makers found that 72% of business will be investing in new MLM software – over half for their first time. This area of marketing automation is a critical backbone for most marketing organizations but I also know from my recent research with another partner, B2B Marketing, that only 60% of existing users are satisfied with their current solution, citing issues like lack of time/resources to use it effectively and integration – that report comes out in a few days for B2B marketing premium subscribers.
That is probably why the report has discovered a vendor landscape for MLM which is an interesting mix of Email Service Providers, Marketing Automation vendors and even some Customer Data Platform vendors, showing the range of MLM project maturity across organizations (see my MLM S-Curve Maturity Model).
Congratulations to Marketo, who were named and rated the highest of all under that brandname, even though the company was acquired and absorbed by Adobe several years ago. In contrast, the other early market leader and innovator, Eloqua, has somewhat disappeared under the Oracle brand; though it’s customer satisfaction scores have improved greatly since last year’s survey. An interesting brand highly-rated for MLM process automation continues to be Creatio (previously known as bpm’online). Act-On and Hubspot also appear in the Top 5 as rated by the survey respondents.
As well as the ratings, we now also ask respondents whether they would recommend the vendor to their peers, the percent of affirmatives is documented as the Research In Action Recommendation Index; it ranges in this landscape from 83% to 96%.
Our survey also returned that organizational issues are the most significant success inhibitors – 20% cited executive buy-in is a serious barrier and, evidently, some CMOs still struggle to even get a role in the lead management process and must argue with sales about “turf“.
The report states that functions provided by lead management systems are also of increasing importance to other departments and programs in a business: internal communications, customer satisfaction initiatives, customer service or support, and channel management. That increases the installed footprint for MLM providers but also expands the user profiles that they sell to and work with.
If you would like to see more of the report, such as the individual vendor profile sheets and full scoring schema, please contact me.
Always keeping you informed! Peter