Marketing automation software is arguably the hottest segment of the CRM industry. According to this report on SoftwareAdvice.com, vendors such as Eloqua, Marketo and Pardot are reaping the benefits and growing fast.
"Given the number of relatively new entrants into the marketing automation market, almost all of these systems are built on a modern, software as a service (SaaS) architecture. This has reduced friction for early adopters. Buyers have been able to get up to speed and start demonstrating value far more quickly than early adopters of sales force automation (SFA) and call center software in the 1990s. Moreover, subscription pricing has enabled marketers to add a digestible monthly or quarterly line item into their budgets, rather than seek approval for a costly capital expenditure for on-premise software.
"It will be interesting to watch the development of this CRM application over the next couple years as companies learn to adjust to and embrace the new realities of B2B sales."