This is the second consecutive quarter that we’ve been tracking the leaders in the marketing automation spaces. As I’m sure you’re well aware, the cloud-based marketing automation industry has been red hot over the last 4-5 years with hundreds of competitors gaining traction by helping their customers deliver marketing value.

We’ve been tracking 9 high-performers in this space for the last month, here’s what we’ve learned:

The Players:

  • Unica (IBM)
  • Teradata
  • Marketo
  • Simplycast
  • Pardot (Salesforce)
  • Silverpop
  • Infusionsoft
  • Eloqua (Oracle)
  • HubSpot

Here are some of the latest insights Kompyte has discovered in our competitive intelligence scouting of marketing automation platforms:

November 10, 2016:

Anytime the market leader makes a move, competitors take notice, and when it comes to marketing automation, HubSpot wears the crown. On November 10th, HubSpot added new content to their call-to-action button and made major changes to the footer section in their pricing page. Have a look:

 

November 17 & December 1, 2016:

It looks like Pardot caught the webinar bug. They recently added two new webinars to their website:

  • 10 Tips for B2B Marketing Trailblazers (Nov 17)
  • Beyond the Hype: Making Account-Based Marketing Work for You (Dec 1)

 

November 19, 2016:

HubSpot now offers Free Infographic Templates in their Support and Tools section.

 

November, 22, 2016:

HubSpot also added a new call-to-action button encouraging potential agencies to “See The Partner Toolkit”

Hubspot CTA Button For Toolkit - Marketing Automation Tracking Report Kompyte

November 22, 2016:

Marketo added a new featured banner to their homepage highlighting their recent (self?)proclamation of being “top-ranked for product vision”.

November 22, 2016:

Infusionsoft added a new interactive section to their About Us page titled “Small business is a long journey.”

Infusionsoft About U Page Update - Marketing Automation Tracking Report Kompyte

 

November 23, 2016:

Silverpop is running an A/B test on their Google AdWords campaign.

Silverpop AB Testing Google Adwords - Marketing Automation Tracking Report Kompyte

Here’s the latest Silverpop ad from November 30th:

Silverpop Google Adwords Ad - Marketing Automation Tracking Report Kompyte

 

December 3, 2016:

Unica (IBM) launched a new Google Adwords campaign promoting their new THINK Marketing Site:

Unica IBM Google Adwords Campaign - Marketing Automation Tracking Report Kompyte

 

December 8, 2016:

Silverpop launched a new call-to-action to their home page featuring the copy: “10 Key Marketing Trends for 2017”

 

December 10, 2016:

Marketo ran some A/B tests on their latest AdWords campaign – looks like “Marketing Automation” is performing better than MA Software Demo:

Marketo AB test - kompyteMarketo AB test gartner - kompyte

 

December 16, 2016:

Marketo also modified the copywriting on their call-to-action banners. First, they are apparently the “World leaders in Marketing Automation for companies of any size.” Reminds me of Homer looking of the “any” key:

Marketo CTA banner update - any key - kompyte

On the same day, they changed the copy on their slide header on the home page from “If You’re Going to Play, Play To Win.”

 

January 9, 2017:

IBM’s Silverpop stepped up their content marketing in 2017 with the introduction of their new resources section: “The New Marketing Reality.” Here are all of the downloadable assets and webinars available:

IBM silverpop - new resources section - kompyte

 

January 20, 2017:

IBM Unica launched a new AdWords campaign to kick off the new year to boost the awareness of their new THINK Marketing site.

IBM Unica - adwords campaign - kompyte

Kompyte tracks the leaders of the marketing automation industry 24/7/365 so you know exactly when they make a change to their websites, blogs, social media channels and search engine ads.

Interested in seeing all of the changes in your industry? Get started with Kompyte here.