This article looks at the use of and attitudes towards marketing automation. It finds that 67% of marketing leaders currently use a marketing automation platform, 75% of marketers use at least one type of marketing automation tool, 35.2% of respondents utilize marketing automation, 27% are at the “new” level of marketing automation maturity, 63% of successful companies plan to increase their marketing automation budget, 61% are not using any marketing automation, 33% have implemented it and 50% of respondents plan or aspire to, saving time and lead generation are the biggest benefits, 30% find automation of the lead generation process a critical challenge to lead generation success, 24% include alignment with sales as a priority, 33% consider their automated email marketing programs not successful, 63% expect to realize the benefits of their marketing automation system within six months, 36% take more than 6 months to implement their platform, the most common challenges are creating quality automations, integrations and content, the biggest advantages are delivering personalized content, integrating all marketing systems and creating a successful strategy, 47% are unsure of the ROI, nearly 90% of agencies say their strategy is successful, 8% of companies see increased revenues within 6 months and 33% still consider their automated email marketing programs not successful. Key decision-making factors when choosing a platform include integrations, key features and scalability, while implementation time, clients and recommendations are less important. The most useful features are analytics and reporting, campaign management and lead nurturing, while email marketing is the most commonly used feature. Finally, 79% of marketers are confident they can stay up to date with marketing automation best practices, and 67% of respondents have both marketing automation software and CRM software in their marketing stack.
Excerpt from the main article:
The US Marketing Automation Software industry is an estimated $12.3B market in 2022, growing 20%+ annually – SharpSpring “Investor Presentation Jan 2019” (2019)The worldwide MarTech industry market has an estimated figure of $344.8bn, with North America and the UK to be worth $149.7bn. – MarTech Alliance “The Martech Report 2021/22” (2022)96% of marketers have implemented a Marketing Automation Platform – Demand Spring “Marketing Automation Platform Insights” (2021)Almost 50% of organizations started using their platform for the first time within the last 4 years. This is surprising, with MAPs being already available for over 15 years.
The Ultimate Marketing Automation statistics overview was originally published on Email marketing consultant | Emailmonday
