Today, we’re back with our latest installment of ‘Market Movers’ to reveal which products are making moves in a specific category on G2. This time, we’re spotlighting two categories: Marketing Automation and Sales Intelligence software. In case you’re new here, Market Movers is a series from G2 Data Solutions where we spotlight the top three trending products in a trending category, all based on G2 data.
On G2, Marketing Automation sits within the broader “Marketing Software” market and is defined as software that automates marketing actions or tasks, streamlines marketing workflows, and measures the outcomes of marketing campaigns. These tools provide a central database for all marketing information and interactions, helping users create segmented, personalized, and timely marketing experiences for customers or prospects. In total, there are 423 listings in the Marketing Automation category on G2 today.
In the last year, the Marketing parent category received more page views than any other parent category on G2 — over 2.8 million page views. Within the Marketing parent category, Marketing Automation received the most traffic in the past year, with nearly 400,000 page views.
Sales Intelligence sits within the broader “Sales Tools” market and is defined as software that helps companies use internal and external data to increase sales and improve sales processes. Companies use sales intelligence software to improve the quality and quantity of sales leads by using B2B contact databases to find new opportunities. These tools also provide salespeople with the information they need to take advantage of leads, including contact information, job titles, and firmographics. There are 301 listings in the Sales Intelligence category on G2 today.
In the past year, the Sales Intelligence category has received over 430,000 page views – even more than Marketing Automation – and has received the second most reviews compared to any other category on G2 in the past 90 days (right behind the Employee Recognition category, which we have previously highlighted) - over 3,500 reviews to be exact.
So, why are we spotlighting these two categories together?
When speaking to our Chief Marketing Officer, Sydney Sloan, she shared that “there’s been a lot of discussion in CMO circles on the impact of AI to Marketing Automation. Marketing Automation platforms have been the foundation of marketing for over a decade. Is it time for them to be disrupted?”
Sales Intelligence and Marketing Automation tools are complementary types of software that can help businesses improve their sales and marketing efforts. These tools are often used together to assist in creating personalized outreach and reduce manual effort. Both Sales Intelligence and Marketing Automation are also AI-powered categories. However, in the past year, Sales Intelligence has seen a 53% year-over-year increase in reviews left on G2 whereas Marketing Automation has seen a 9% decrease in reviews.
Blue Bowen is G2’s Market Research Principal who covers the Sales Intelligence space. In chatting with Blue, he noted:
To determine the top Market Movers in a software category, we identify the top three products from vendors with less than 2,000 employees according to the following set of key criteria (taking into account their percent change from the previous year):
Because we’re aiming to highlight up-and-coming players in a particular space, we are only including products whose companies have less than 2,000 employees. I’d also like to note that in uncovering our Market Movers, we are taking into consideration all products within this specific category, not just products whose main category is Marketing Automation or Sales Intelligence.
Without further ado, the top 3 Market Movers in Marketing Automation software, according to G2 Data Solutions, are:
The top 3 Market Movers for Sales Intelligence software are:
While reviews, page views, and Buyer Intent visitor data determined these Market Movers, here’s a look at some of the other key G2 data points on these trending products.
Congratulations to ActiveCampaign, Insider, Braze, Apollo.io, Instantly, and Seamless.AI on making moves in the Marketing Automation and Sales Intelligence software categories.
In addition to preparing for our next series spotlight, the G2 Data Solutions team will continue to provide investors and consultants with insights and data generated from the buyer behavior and engagement that the G2 marketplace sees across millions of visitors across the globe. Paired with G2's verified review data – which features over 2.7 million authenticated reviews – these insights enable G2 Data Solutions customers to perform due diligence, analyze competitive ecosystems, and identify emerging SaaS product, vendor, and category trends.
If you’re an investor or consultant interested in learning more about all the data G2 can provide for due diligence, sourcing, or portfolio monitoring, reach out to see a demo!
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