Investment in Marketing Automation Drives B2B Marketing Performance, Act-On Study Shows

READING, United Kingdom–()–Act-On Software, the main supplier of adaptive advertising and marketing automation for fast-growing companies, at the moment shared findings from the State of B2B Marketing Automation research it commissioned Econsultancy to try this surveyed greater than 350 B2B advertising and marketing professionals in North America and Europe. The research reveals a correlation between advertising and marketing automation funding and enterprise efficiency. Leaders1 are 24 % extra possible than their friends to say they’re presently utilizing advertising and marketing automation, and nearly two-thirds of those corporations make use of advertising and marketing automation expertise, in comparison with 50 % for the Mainstream.2

This is the primary 12 months Act-On commissioned the study, which got down to examine how advertising and marketing automation helps corporations operationalise and develop. The objective of the analysis was easy: to raised perceive how corporations use and worth advertising and marketing automation, wanting particularly on the expertise’s adoption, use case sophistication, and perceived effectiveness. While advertising and marketing automation is a prevalent expertise in North America, the analysis needed to search out out if this was true in Europe, and what variations, if any, existed in how advertising and marketing automation is used and valued throughout nations.

While simply over half of B2B organisations surveyed are utilizing advertising and marketing automation, solely 27 % firmly imagine that it has elevated advertising and marketing’s contribution to pipeline. This may very well be as a result of entrepreneurs are simply solely scratching the floor in the case of utilizing advertising and marketing automation. The analysis exhibits that there are solely three areas the place greater than half of these surveyed are utilizing advertising and marketing automation: e mail, net varieties, and touchdown pages. These are the extra fundamental capabilities inside advertising and marketing automation, which may level to a possible misalignment between system, technique, and skill-set.

“Despite the important role marketing automation plays in helping marketers to deliver against commercial objectives, the research found that 47 percent of companies are not yet using the technology,” stated Andrew Warren-Payne, Partner Content – Marketer and Industry Analyst at Econsultancy. “Companies need to ensure that they have as much clarity as possible around their sales and marketing goals, and have the processes in place – along with the technology – to help them achieve their revenue targets. Marketing Automaton appears to be a competitive advantage for most businesses, so it is important for those companies who have not yet invested to rethink their current growth strategy.”

Lead nurturing, a normal observe facilitated by advertising and marketing automation, is an space displaying a noticeable hole in sophistication between Leaders and their friends. There is a 23-percentage-point divide in the extent of utilization of selling automation for lead nurturing. Similarly, considerably fewer non-Leaders are utilizing their methods’ lead scoring capabilities (37 %, versus 48 % for Leaders). It was seen that each these areas are very a lot on the radar, with 50 % and 47 % of corporations, respectively, planning to make use of these ways.

Across all areas, North American organisations are 14 % extra possible to make use of advertising and marketing automation than their European counterparts. In some classes, resembling CRM integration, social, net varieties and account-based advertising and marketing, that is by a big margin. As elsewhere in the survey, the responses counsel that North America stays forward of Europe in the case of advertising and marketing automation sophistication and outcomes. A considerably greater proportion of respondents based mostly in North America point out that advertising and marketing automation has delivered their organisations with return on funding than these in Europe (91 % versus 72 %).

Concludes Michelle Huff, CMO of Act-On Software, “Marketers today face a changing, daunting world: a crowded vendor landscape, online channels that are fast-multiplying, a digitally disrupted customer journey, but more importantly, the customer they serve is more empowered and more in control than ever before. As marketers, we must navigate through this change to succeed. Increasingly, we are seeing companies embrace modern marketing technologies like marketing automation to help them better compete and achieve their business goals.”

For extra findings and to obtain the total report, please go to our State of B2B Marketing Hub.

Survey Methodology

The survey included responses from 355 B2B in-house advertising and marketing professionals predominantly situated in United Kingdom (39 %), North America (34 %), and Europe non-UK (18 %). It was performed by Econsultancy and was sponsored by Act-On Software. Forty-seven % of respondents maintain a advertising and marketing supervisor title and 18 % maintain a director or senior director title. More than 55 % of survey respondents come from corporations with US$13m in income or extra. The prime three trade sectors representing the respondents embody Technology (20 %), Professional Services (16 %), and Manufacturing (11 %).

About Act-On Software

Act-On Software is a advertising and marketing automation supplier chargeable for delivering innovation that allows entrepreneurs to create Adaptive Journeys utilizing buyer behaviors, preferences, and information to intelligently information the engagement technique. Act-On is the one built-in workspace that powers the client expertise from end-to-end, from model consciousness and demand technology, to retention and loyalty. With Act-On, entrepreneurs can drive higher enterprise outcomes and see greater buyer lifetime worth. Act-On is squarely targeted on the success of its prospects and affords consultant-level high quality with on a regular basis buyer assist. Act-On has been acknowledged for its superior product and fast enterprise development by Deloitte, Forbes, and Inc. Magazine. For extra info, go to Act-On Software.

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1 Defined as corporations whose advertising and marketing capabilities met or exceeded their FY16 enterprise targets.

2 Defined as corporations whose advertising and marketing capabilities didn’t meet their FY16 enterprise targets.