Hubspot, Marketo, Eloqua: New data shows marketing automation market share in unprecedented detail

Hubspot is the number one deployed marketing automation system on the planet. However, Marketo has top market share for companies with websites in the Alexa top 100,000 — and the top 10,000, and the top 1,000.

But wait.

If you just look at Alexa top 1,000 sites, Hubspot is actually in seventh place behind Oracle’s Eloqua, Salesforce’s Pardot, DemandBase, Leadlander (a marketing automation system I’ve never even heard of), and yes, first-place Marketo.

This new information is from Datanyze, a company I’ve called the Google of sales and marketing for software-as-a-service technologies. Datanyze continually scans over 11 million of the world’s most-trafficked websites, looking for the little Javascript embeds and web tags that indicate the presence of an integrated SaaS technology — in this case a marketing automation system.

“We added a ‘Datanyze Universe’ option to our free Market Share data so that you can see the market share for companies for all of the websites we track,” Datanyze marketing head Jon Hearty told me via email.

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The product’s not perfect yet. I noticed a few companies in the mix, such as VisualRevenue, that are misclassified as marketing automation solutions. But there’s real value here in being able to examine configurable slices of the market: 11 million global sites, or just the Alexa top 100.

What it essentially does, beyond showing market penetration, is reveal company strategy and product focus.

Clearly, a company whose products are mostly adopted by large enterprises will have fewer overall installs just because there are fewer large companies than small.

Hence Marketo’s lead when you look at the top 100,000 sites on the Internet … since the largest sites tend to come from larger companies. And a company whose products are mostly adopted by smaller companies is more likely to have a larger number of installs.

That all correlates with what we know from VB’s 1,000-person marketing automation survey: seven to ten percent of Hubspot’s clients have annual revenue over $500 million, while the vast majority are under $25 million. And 25 percent or more of Eloqua’s clients have annual revenue of $500 million or more.

There are other interesting little quirks in the data.

For instance, Performable, a marketing automation system that Hubspot bought three years ago, still has active tags out there in customers’ sites. And that platforms which don’t get a lot of press, like Salesmanago out of Poland and LeadLander, whose website looks like 2004 wants to live on, are much more active than typically given credit for.

Leadlander not only beats out Hubspot for Alexa top 1,000 websites; it sits eighth among marketing automation solutions in the top 100,000 sites.

The new data is freely available from Datanyze.

API-level access to all of the company’s information costs $1,200/month for the first seat, but the company had announced plans for a freemium product earlier this year. It looks like this access to the “Datanyze Universe” is the beginning of that strategy.