Mintigo Unveils DNA Spotlight Report on the State of the Marketing Technology Industry

New Research Shows Penetration Rates for Marketing Automation Tools Remain Low

SAN FRANCISCO, CA–(Marketwired – Jan 23, 2014) – Mintigo unveiled the results of its DNA Spotlight Report on the state of the marketing technology industry today, revealing an enormous field for marketing automation technology providers to pick up new users. Mintigo’s Customer Intelligence Platform analyzed 186,500 US-based B2B companies to discover what types of businesses, in which industries, had implemented the latest marketing technology tools.

Some of the key findings from Mintigo’s “State of the Marketing Technology Industry” report include:

  • Low penetration of marketing automation: only 3 percent of the B2B companies reviewed by Mintigo have implemented marketing automation solutions offered by the most common providers — Eloqua, Marketo, HubSpot, and Pardot.
  • Big business adopts first: larger companies (with more than 1,000 employees) were twice as likely to have adopted a marketing automation solution than companies with fewer than 1,000 employees.
  • Tech leads adoption: software and Internet companies represented the industry with the highest overall use of marketing automation tools at a rate of 11.8 percent. Telecommunications companies had the highest number of users per capita, but a lower overall adoption rate.

Though adoption rates of marketing automation tools were higher at companies with more than 1,000 employees, the overall implementation percentage was still below eight percent, showing that none of these tools have gained more than a small foothold in their potential market.

Decoding the Market with “Big Data” Analysis

Mintigo used its Customer Intelligence Platform to conduct the research by collecting detailed information on each of the 186,500 B2B companies. Designed to search the Internet for marketing prospects, the Customer Intelligence Platform uses big data analytics to learn about the companies by analyzing their websites, press coverage, social networks, job postings, and marketing technologies used. For example, Mintigo can infer a company’s use of Salesforce CRM by looking at HTML code or JavaScript on the company’s website, job postings looking for Salesforce experience, or employee profiles listing Salesforce duties. In similar fashion, Mintigo can infer firmographic attributes like industry and employee count.

“Mintigo is a powerful customer intelligence platform that can unlock critical insights about potential customers,” said Joe Payne, the former CEO of Eloqua. “By pointing this technology at the fast-growing marketing automation market, they have identified the many businesses that have yet to adopt a solution — thereby creating a list of prospects to sell to. That is extremely valuable information to the vendors in the space.” Mr. Payne recently joined Mintigo’s Board of Advisors. During his six year tenure as Eloqua’s CEO, he led the company from an early stage startup to become one of the world’s leading marketing automation platforms.

Download Mintigo’s full report here.

About Mintigo

The Mintigo Customer Intelligence Platform continuously searches the big data of the web and social profiles to help marketers find and engage their best prospects. Mintigo analyzes the needs and interests of 30 million B2B prospects, so marketers and sales reps can engage each prospect with the right message and product. Companies like Box, BMC, Cloudera, DocuSign and Edmunds use Mintigo to get more clicks, more shares, and more pipeline. To learn more, visit