Battle of the Marketers: Marketo Users vs. Eloqua Users

When it comes to Marketing Automation, the revenue heavyweights are Marketo and Eloqua. Often these vendors vie for the same business, but ultimately who buys which?  What are the key differences between people who choose Marketo and those who choose Eloqua?  It turns out there are some clear patterns.

With Marketo Summit 2013 approaching, Mintigo aimed its marketing intelligence platform at these two groups of customers. The results provide some clues as to the composition of each customer base.  For the infographic and analysis, see below. Meanwhile, if you happen to be attending Marketo Summit next week, come see us. Write to marketing@mintigo.com and we’ll find a time. We’ll tell you how we create data like that shown below, and you can win prizes like Roku-streaming projectors and spa treatments.

Click to View Infographic
Click to View Infographic

 

Methodology and Analysis

Mintigo technology searches the big data of the Web to discover insights about companies and prospects. This comes in handy for marketer who use Mintigo to aim micro-campaigns at precise segments. For this research, Mintigo searched the attributes of companies using various marketing automation apps. One way to detect  a marketing automation app is to look for javascript associated with landing pages.  Looking at millions of US companies, Mintigo discovered 1,760 companies using Marketo and 1,029 companies using Eloqua. (Though the search is surely not exhaustive, the Marketo count, tallied at end of 2012, lines up with the 2,000 customers reported in Marketo’s IPO filing.) Mintigo then uses the big data to evaluate thousands of attributes and identify which ones are statistically relevant. Here are some of the most interesting results.

Content Marketing

Since content marketing is increasing in popularity, we looked at the difference in content tactics between these two groups.  On all fronts, Marketo customers appear more likely to promote content on their website.  Marketo customers are more likely to list whitepapers, webinars, and resources on their website. Gauging by use of word “case” on website (which admittedly could have more than one interpretation), it seems likely that Marketo customers also use more case studies:  43% of Marketo customers versus 31% of Eloqua customers.

In a related finding, we learned that one of the most distinguishing features of a Marketo customer is offering a “demo” on the company website. This is twice as common in Marketo customers versus Eloqua customers. This suggests a Marketo emphasis on the software vertical.

Hubspot

As marketers, we wondered if companies are using Hubspot as an alternative or complement to Marketo & Eloqua. The answer is that there is little overlap, and generally companies will choose just one of the three apps.  Hubspot appears in use at 8% of Marketo customers and 3% of Eloqua. Interestingly, Mintigo discovered 5,385 Hubspot customers, far more than the number using Marketo or Eloqua. This surely reflects Hubspot’s popularity with small businesses.

Social Marketing

Marketo and Eloqua customers have different strengths when it comes to social marketing. They are more likely to link their website to a Twitter profile  (72% vs 64%).  Here we noticed that Hubspot users were almost tied with the big guys (71%) and this probably reflects their focus on inbound marketing.  Even small businesses include Twitter in their strategy. Marketo customers were also more likely to link their website to a LinkedIn profile.  The tables were turned, however, when we analyzed the number of Facebook Likes. Eloqua customers are much more likely to have Facebook pages with more than 1000 Likes.  This probably reflects Eloqua adoption by larger, publicly-traded companies with bigger brands.

Firmographics

When it comes to firmographics, Marketo and Eloqua customers have a lot in common.  They both lean heavily toward customers with a B2B model. In differences, however, we saw that a bigger fraction of Eloqua customers are publicly-traded.  Meanwhile, Marketo customers are more likely to have their headquarters in California. We found that 41% of Marketo customers showed a headquarters address in California, whereas Eloqua spreads out over a wider geography.

Org Charts

There are big differences in the org chart composition of these two customer bases. Marketo customers are more likely to show sales & marketing as a large fraction of their total employee count.  (This is measured by counting job titles of employees at a company.)  For example, 20% of Marketo customers have a high fraction of sales employees, whereas only 10% of Eloqua customers show the same.

Eloqua customers are more likely to have employees with the word “information” in their title (e.g. chief information officer) suggesting that Eloqua customers may have larger or more formal IT departments.  63% of Eloqua customers have employees with “information” in their title, compared to 49% for Marketo.

Eloqua customers show more evidence of international org structures, with the word “global” appearing in job titles: 30% for Eloqua vs 20% for Marketo.  The word “regional” can indicate the same thing, with 42% prevalence at Eloqua customers vs 30% for Marketo customers.

When it comes to talking about “consulting” on their website, Marketo & Eloqua customers are about the same. But looking at org chart titles, we found that Eloqua customers are much more likely to have employees with either “services” or “consultant” in their job titles.  42% of Eloqua customers have the word “consultant” in their org chart, but this is only 26% for Marketo customers.

It may be that Marketo gets into more small companies or start-ups since 14% of Marketo customers show someone with a job title containing the phrase “co-founder”.  The same number for Eloqua customers is 9%.

Technology

One of the stronger factors predicting Eloqua is mentions of database technology. This may be correlated with presence of a large IT department, which we saw above is tied to choosing Eloqua.

15% of Eloqua customers mention SAP database technology somewhere on their website.  (Only 8% of Marketo customers do same.) 26% of Eloqua customers mention Oracle database on their website. I wouldn’t be surprised, with recent news, to see that last one increasing soon.  🙂

 

Jason Garoutte

 

Jason runs product, marketing, and US operations. Prior to joining Mintigo, Jason spent 7 years helping to grow salesforce.com as VP of Sales Operations and subsequently VP of Product Marketing. Before that, he was an entrepreneur and product marketer at innovative software companies Blue Martini Software and nQuire Software. He holds an MBA from MIT Sloan and a B.S. in engineering from Stanford.

3 Comments

  1. Brian Hansford (@remarkmarketing)

    Interesting infographic. What is the information gathering methodology you used? One statistic I’m curious about is how you define “Large” Sales and Marketing Departments.

    Were Marketo or Eloqua involved with this project? That would be interesting to see with full disclosure.

    Cheers,
    Brian Hansford
    Heinz Marketing
    Tw. @RemarkMarketing

    • Jason Garoutte

      Thanks for the questions Brian.
      This is what Mintigo technology does. It searches the Web and uses big data analytics to infer things about companies and prospects. So we can see who uses Eloqua, for example, and we can see who has certain phrases on their website or has lots of job titles in one function. If data is out there, Mintigo makes use of it. It’s all in public domain, so there was no need to engage either vendor. For what it’s worth, we’re not aligned with either vendor. Our product works with both. We just wanted to show marketers a taste of what this technology can do.
      When we refer to “large departments”, we’re typically looking at which companies are in the top 25% of all companies with respect to job title frequency. In other words, a company has a “large IT department” if its fraction of employees with IT titles is in the top 25%.

  2. Lisa Lee

    Super interesting analysis, very timely. I have shared with my colleagues!

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