Has Marketing Automation Started Making Sense?

Has Marketing Automation Started Making Sense?

By Richard Adhikari

Aug 21, 2017 3:06 PM PT

B2B marketing automation has a long way to go, suggest the results of a recent survey of more than 350 marketing professionals in the United States and Europe.
Act-On Software commissioned Econsultancy to conduct the research for its State of B2B Marketing report released last week.

Only 51 percent of respondents said the CMO or equivalent took a keen interest in marketing automation, and just 37 percent said the issue got executive support outside the marketing department.

Among the other key findings:

  • Only 27 percent of the respondents strongly agreed that marketing automation had resulted in increased contributions to the pipeline. Forty-nine percent somewhat disagreed, and 20 percent strongly disagreed.
  • Twenty-four percent of respondents strongly agreed that marketing automation was delivering ROI, while 55 percent somewhat agreed that it was, and 18 percent somewhat disagreed.
  • Twenty-four percent strongly agreed that they were more efficient because of marketing automation. Fifty-eight percent somewhat agreed, and 13 percent somewhat disagreed.
  • Thirty-seven percent agreed they were using marketing automation to its fullest capacity, while 38 percent say they somewhat agreed that they were, and 23 percent somewhat disagreed.

Marketing automation’s low adoption rate is due in part to CMOs in certain industries — such as manufacturing, higher education and financial services — not being familiar with it, suggested Paige Musto, Act-On’s senior director of corporate marketing.

CMOs in such industries “just need to be further educated on the benefits of marketing automation over email service providers,” she told CRM Buyer.

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