It wouldn’t be too hard to make a list of the things that Google, Moz and HubSpot have in common: they provide marketing technology products. They have legions of customers and fans. They speak and exhibit at industry conferences. And more.
They also have one of the most valuable things any company could hope for, in any industry: name recognition.
Those three companies topped the results in Marketing Land’s recent, exclusive Marketing Technology Brand Survey.
Between November 20 and December 20, 2013, more than 600 of our readers took the survey, which asked this question: “List the first 10 digital marketing technology companies that come to mind. (You must enter at least 3 responses. Do not include agencies.)” Participants then entered responses in text boxes with no further guidance about how to answer.
The Top 10 Most Recognized Marketing Tech Brands
Google topped the list of companies that have unaided brand-name recognition. A little more than 51 percent of all respondents mentioned Google or its brands (such as DoubleClick, AdMob, Wildfire and others).
Moz (26 percent) and HubSpot (25 percent) were the only two other companies to be named by more than 20 percent of those who took the survey. Moz, which was called SEOmoz until a name change in May 2013, seems to have succeeded in communicating its new name across the industry. Of those who named the company in our survey, more than 85 percent correctly used the “Moz” name.
Here’s a look at the full top 10 companies in our marketing technology company name recognition survey:
Little Recognition Past The Top 10
Just as interesting as the companies that have good name recognition is how many don’t. The 10 companies you see above were the only ones to be named by more than 10 percent of survey respondents.
After that top 10, another 60 marketing tech companies were named by 1-10 percent of respondents, and the next 581 companies were named on less than one percent of responses. In other words, more than 90 percent of the companies named in the survey were named by less than one percent of respondents.
Clearly, there are a lot of companies in the marketing technology space that have plenty of room for improvement when it comes to name recognition.
Enterprise, SMB Survey Results Available
Survey results varied depending on the respondent’s company size. Marketing Land editors prepared summaries based on respondents from small/medium businesses (SMBs) of $25 million to $500 million in annual revenue, and those from enterprise level companies of more than $500 million in annual revenue. These results are available as a free download here.