A recent survey from 2016 published by Ascend2 highlighted some interesting findings of how businesses (predominantly B2B) are using Marketing Automation to their competitive advantage. They carried out a Marketing Automation Trends Survey and completed interviews with 239 marketing influencers. The survey was conducted online by a panel of more than 50,000 professionals representing the following company sizes:
Number of Employees More than 500 28% 50 to 500 25% Fewer than 50 47%
Out of all the respondents who wanted to "Improve lead nurturing," 82% also said "Very important" when asked how important Marketing Automation is to marketing performance.
What are the Most Significant Barriers to Marketing Automation Success?
By far the biggest barrier to Marketing Automation success, by those that had undertaken a project is the lack of an effective strategy. This is very revealing, highlighting the need to get the strategy right before you dive in with software and implementation.
Which Best Describes the Resources Used For A Marketing Automation Strategy
What are the Most Useful Features of a Marketing Automation System?
If asked to guess before seeing the results of this survey I would have chosen lead scoring and lead nurturing as the two stand-out features of any Marketing Automation system. So this is interesting reading and may be explained by the fact that companies may use different features (and not all features) of a Marketing Automation system.
How Long From Implementing Marketing Automation to Seeing the Benefits?
Almost two-thirds of the respondents expected to realise the benefits of their Marketing Automation efforts within six months of implementation. Although 17% thought that it could take 10 months to over a year to really see the benefits.
What are the Most Useful Metrics for Marketing Automation Performance?
The most useful metric for evaluating Marketing Automation performance is the rate of conversion, with 62% of companies. Following a little bit behind this is revenue, leads and engagement, respectively:
It is always interesting to see how other organisations are using Marketing Automation, what the challenges and benefits are and how important they see the technology going forward.
If you are considering marketing automation for your organisation, why not come along to one of our free seminars, held quarterly.
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