While I’ve expected the overall marketing technology space to expand, I’ve largely subscribed to the narrative that the marketing automation category within it is consolidating. But several counter-narratives have emerged too. A new wave of vendors have launched in this space — the second-generation of marketing automation: Bislr, Leadsius, inBoundio, Whatsnexx, Intercom, Inbox25, and more.
Another major category of marketing software — what started out as web content management (WCM) but is evolving into web experience management (WEM) — is increasingly overlapping with the capabilities of products in the marketing automation space (and vice versa).
And there’s yet another counter-narrative, with more specialized kinds of marketing automation receiving more attention — in particular, marketing automation designed for channel and partner marketing, companies such as TreeHouse, Marketing Advocate, Zift Solutions, and others. In turn, this emerging channel marketing automation category is intertwining with many marketing resource management (MRM) vendors.
The math would suggest that we’ve only seen about 5% adoption of the potential market. This means that the pie can grow tremendously, even as more contenders seek to have a slice. Which is why I believe we’re going to see a super-collider effect of marketing automation in 2014.
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