Wednesday, July 08, 2009

Demand Generation Vendor Traffic Rankings

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) look particularly strong. But Eloqua, Silverpop and Marketo remain industry leaders.

Last November, after much consideration of alternatives, I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. You can see that post here. I revisited that data today, adding a few new vendors and dropping some of the very minor ones. Results are in the following table.

(Note: after I posted this, it was pointed out to me that the bulk of traffic on several sites relates to customer log-ins rather than marketing prospects. For example, Alexa says that 89.4% of visitors to next go to, which is the domain for client landing pages and user log-in. I don't know whether this particular nuance makes the Alexa rankings a less useful indicator of market presence, but it probably means the figures relate more to existing customers than prospects. Alexa is a crude measure for many reasons -- although I do think the rankings correlate roughly with a vendor's volume of business and marketing actvitiy, I wouldn't go much further. - David)

There are no huge surprises. The leaders among demand generation systems are still Eloqua, Silverpop and Marketo. Infusionsoft and also rank very highly, but they serve broader markets (small business and salespeople, respectively) so a direct comparison with pure-play demand generation vendors may not be appropriate. Silverpop's figures may also be inflated by its consumer email production business.

Vendors showing significant growth (highlighted in green) are mostly new entrants with below-average prices: Pardot, OfficeAutoPilot and LoopFuse. ActiveConversion is not new but also has a low price point. The outlier here is eTrigue, a long-established player that I've never looked at in depth. Their ranking is still very low, but has increased substantially. Judging from the press releases on their Web site, this may be due to a new release last October that added integration. I'll explore further when time permits.

The only vendor with a really major drop in ranking was Lead Genesys, another long-time industry participant.

As the entries in the first column indicate, I've reviewed nearly all these vendors in either this blog or the Raab Guide to Demand Generation Systems. (The links all point to blog entries.) The only important exception is LoopFuse, which I have deferred at the company's request. (How about it guys? Ready yet?) NurtureHQ doesn't quite seem to be a full-scale demand generation system, insofar as it seems to lack landing pages. But its relatively high rank still surprised me, so I'll make it a priority to learn more.

My general interpretation of these numbers is that demand generation remains a dynamic market -- new participants can still enter successfully if their product and pricing are attractive enough. This is good news for marketers, since continued competition will result in continued product improvements. Major advances are still needed in usability, particularly for complex marketing programs, and in coordination with sales systems. Vendors who can deliver on these key requirements at reasonable price points should earn their place as tomorrow's industry leaders.

reviewed in:vendor:

Alexa rank: November 2008

Alexa rank: July 2009


guideSilverpop / Vtrenz29,08028,640
guideManticore Technology213,546203,501
blogMarqui Software211,767265,780
blogAct-On Software


blogTreehouse Interactive


Lead Genesys557,1991,015,851
blogTrue Influence
RightOnInteractive 5Buckets


Dharmesh said...

Thanks for putting this list together.

I'm the developer of Website Grader ( It might be a better measure of the "success" of a website (it includes things more than just the Alexa ranking).

Also, I'm working on a tool that would let you track a list of sites (similar to what you are doing now, but without all of the heavy lifting). Let me know if you're interested.

David said...

Very interesting and thanks for including While we all agree Alexa has its flaws, it's definitely one barometer. We prefer to look at customer success and have been really pleased with the number of existing customers who've upgraded and new customers who've adopted our marketing automation solution since its launch in March.

You're right that has a unique Sales 2.0 approach to demand generation, which we believe is the only way a demand generation system can deliver the kind of connections and conversions rates customers need.

garth said...

This is clever way of comparing marketing automation vendor market presence.

As you said, it's hard to compare "apples to apples" in that Infusionsoft not only is a marketing automation vendor but includes CRM functionality for their users. Silverpop's legacy email marketing business is likely to be the reason for their higher ranking rather than their Vtrenz acquisition. And Genius has significant presence with sales reps/teams rather than the marketing dept. that most automation vendors are working with.

Some of their vendors have published their customer numbers/growth numbers (I've seen these for Eloqua, Infusionsoft, Manticore, and Genius) so it would be interesting to add this to your chart in a future iteration.

David Raab said...

Thanks Garth. I agree with your observations about the external factors for those particular vendors. I do in fact have installation counts for most of the companies listed: in general, they correlate fairly well with the rankings shown.

Fred said...

Hi David,

Thanks for the mention and the list.

ActiveConversion has been gaining customers with growing strength lately so as you mention, the Alexa rank correlates reasonably with momentum.

And it's not because of price so much as price/performance. ActiveConversion does most of what the other vendors provide, while providing some features that they don't - like integration into Jigsaw, and ESPs like Vertical Response.

Thanks again for the list.

Jon Miller said...

I think the main thing this update shows is the explosive growth of the marketing automation market in general.

LEADSExplorer said...

Please note LEADSExplorer ranks #369,466
Please note that our customers do not log on to their service through the website: that makes a big difference in traffic.