Marketing Automation Software Feature ReportFirst Published May 2015 2015 TrustRadius. All rights reserved. Reproduction or sharing of this publication in any form without prior written permission is strictly prohibited.Page 2 of 34TrustRadius Inc. 2015Table of ContentsAbout this Report ....................................................................................................................................... 3Product Comparison Charts ....................................................................................................................... 5Act-On ........................................................................................................................................................... 8Hatchbuck ................................................................................................................................................. 13HubSpot ..................................................................................................................................................... 17Marketo ..................................................................................................................................................... 22Pardot ........................................................................................................................................................ 27Marketing Automation Feature Defnitions ........................................................................................... 322015 TrustRadius. All rights reserved. Reproduction or sharing of this publication in any form without TrustRadius prior written permission is strictly prohibited. For information on reprints, please contact licensing@trustradius.com. TrustRadius is a trademark of T-Radius Holdings, Inc. All other trademarks are the property of their respective owners. The information contained in this publication has been obtained from sources believed to be reliable. TrustRadius disclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of TrustRadius research organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice.TrustRadius Inc. 2015Page 3 of 34About this ReportThe report is intended to help prospective marketing automation software buyers make a more informed product selection based on which features are most important to them. The report compares end-user satisfaction ratings across 25 features of five marketing automation software products. Features assessed include email marketing, lead management, and social media marketing capabilities, as well as reporting and analytics and platform attributes such as customizability and CRM integration.The ratings in this report come from end users of each software product (rather than individuals who have used and compared all of the products). Because the profiles and use cases of those end users may vary across products, feature ratings are not necessarily directly comparable product to product. Usually software products that are used in more complex ways are more harshly rated, so its important not to compare feature ratings across products at face value. Feature ratings are merely indicators of strengths and areas of improvement for a single product by its customer base.For that reason, the report also includes important demographic information such as company size and email list size of the vendors customers who have written reviews on TrustRadius. These factors indicate the complexity and scale of each vendors user base. Products featured in this report are: Act-On Hatchbuck HubSpot Marketo PardotFor a software product to be included in this report, at least 10 individuals must have rated its features on TrustRadius.Page 4 of 34TrustRadius Inc. 2015Data QualityInformation in this report is based solely on data collected from authenticated end-users of marketing automation software products with no influence by software vendors or individual analyst biases. Feature ratings were collected from end users who contributed reviews of the products on TrustRadius. All reviewers must authenticate using their LinkedIn profile, and a TrustRadius team member checks every review to ensure its genuine and meets our criteria: the reviewer must have actually used the product (not just seen a demo); the reviewer does not and has not ever worked for the vendor or its competitors; the product has been used in the last 6 months; the review is substantive and not simply an advertorial or an unhelpful, personal venting or vendetta. We also strive to ensure reviews are representative of the customer base; the vast majority of reviews are sourced independently of vendors.TrustRadius Inc. 2015Page 5 of 34Product Comparison ChartsTM *Based on the mix of reviews on TrustRadiusSource: Marketing Automation Software Feature ReportEmail List Size>5m contacts1m-5m contacts250k-1m contacts100k-250k contacts25k-100k contacts10k-25k contacts1,000 employees)Company SizeNumber of Employees on LinkedIn 440 18 1077 914 257Number of Websites using Product(per Builtwith.com)957 53 4405 1923 1410Estimated Number of Customers 2k 5m contacts1m-5m contacts250k-1m contacts100k-250k contacts25k-100k contacts10k-25k contacts5m contacts1m-5m contacts250k-1m contacts100k-250k contacts25k-100k contacts10k-25k contacts5m contacts1m-5m contacts250k-1m contacts100k-250k contacts25k-100k contacts10k-25k contacts5m contacts1m-5m contacts250k-1m contacts100k-250k contacts25k-100k contacts10k-25k contacts5m contacts1m-5m contacts250k-1m contacts100k-250k contacts25k-100k contacts10k-25k contacts