We talk to many software buyers who begin the process by wanting to know the top ranked or most popular software products. For Capterra’s entire 12 year history, we have always advised against this. “Ignore the rankings” we tell them. “It depends on the specific needs of your company.”
But today, we launched our first infographic: The Top 20 Most Popular Marketing Automation Software Solutions.
So why a change in heart? Why a popularity index now? Two reasons:
- There are more data points than ever before. Private software companies are more often disclosing stuff like their revenue and customer counts. Websites have become a central hub for software marketing efforts, and several indicators exist for measuring web traffic. And, of course, social media has become a platform for widespread community engagement, and the number of followers a company has is public domain.
- If someone feels more comfortable beginning a process by knowing who the “big” players are, then so be it. While our end goal remains the same – helping them make a fully informed, smart software decision – we can still answer buyers’ initial questions, show them the most popular vendors (not to be confused with “best”), and then try to persuade them to open up their software search efforts.
We started with every software company listed in Capterra’s Marketing Automation Software Directory. We strive to list every single solution – vendors do not have to pay to be listed. (If you see any missing, let us know!) We then collected Alexa, Compete, Google and Twitter data for all the vendors. We recognize that none of these are perfect indicators. Alexa and Compete, for example, are notoriously inaccurate for B2B websites and tend to underestimate web traffic. However, each provide a decent starting point for identifying relational and trend data. And the four combined provide a fairly accurate picture of overall web activity. We considered Facebook fans and LinkedIn company followers, but found both to be less indicative of a software company’s popularity.
Once again, we looked at this data for all of our marketing automation vendors (more than 180), but these four indicators allowed us to narrow down our considerations to about 40 vendors. Then, for those 40, we performed additional research to identify their number of customers, users, and revenue. Three of the vendors had been acquired and the two we included had released the acquisition values to the public. (The third was Oracle’s asset acquisition of Market2Lead) Here is what we were able to find:
A few things worth noting:
- The Unica and Aprimo revenue numbers are estimates. They are both owned by public companies and are not required to break out their revenue separately.
- Infusionsoft, Hubspot, and Signal all made the Inc. 5000, which requires revenue data. The numbers you see above are rounded.
- Companies that did not disclose their numbers of customers or users were bumped down in the popularity index due to lack of data.
This is the first time Capterra has ever published popularity rankings. We welcome all feedback and suggestions. If you have ideas for other publicly accessible information worth including, please send it our way! We are considering doing something similar for other software categories (Capterra has 360 categories on our site), and we’re also considering updating this one down the road. Something tells me the Marketing Automation space will continue to change rapidly.