The Reality Of The
Marketing Technology Journey
Across industries, marketing automation is quickly moving from early adopter use to a competitive necessity for many organizations.
Despite widespread use among some companies, many marketers are just beginning to adopt marketing automation within their own organizations.
According to Demand Gen Report’s 2016 Demand Gen Benchmark Survey, 42% of B2B marketers identified marketing automation as a tool they plan to test or deploy in 2016.
However, in its Marketing Technology Survey, Ascend2 found that 59% of companies do not fully use the technology they have available.
In other words, companies that have not yet deployed Marketing Auto. technology — or that have deployed, but are only using basic functionality — are in good company. Even those that have already implemented the technology are not as advanced as is often portrayed.
According to Spear Marketing in The State of Marketing Automation Maturity,
“…the average marketing automation user has a long way to go before utilizing the software in a way that would help him or her achieve the most business value.”
This jibes with Forrester Consulting’s conclusion in its report, B2B Prospecting Goes Digital In The Age Of The Customer, that most B2B marketers feel they have not yet mastered marketing technology. That means it’s not too late to get started.
Further illustrating the continued activity, Marketing Auto. ranked higher than any other tool in a list of a dozen tools that includes predictive analytics, account-based marketing (ABM), lead nurturing and scoring, and attribution modeling.
Download this Whitepaper to discover how to use Marketing Automation to attract, engage, and convert buyers across all marketing channels by streamlining workflow, monitoring social, and managing content.
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