Lead Conversions
Few businesses are maximizing marketing automation opportunities.

Marketing automation will only get bigger in the coming years as marketers grow more comfortable with the technology. The adoption and usage has a way to go. A December 2014 study by Ascend2, indicates 24% of marketing professionals worldwide reported using marketing automation extensively. 35% had a limited use of marketing automation and 34% who weren’t using it said they planned to in the future.

December 2014 polling by CallidusCloud found bleak results among sales and marketing professionals worldwide from business-to-business (B2B) firms—often considered more advanced at marketing automation than their business-to-consumer counterparts. Just under 13% of respondents said they had successfully automated 75% or more of their sales and marketing processes. Meanwhile, more than half said fewer than 50% of their processes had been automated, with the majority of that group automating less than 25%.

Marketers looking to accomplish a list of goals would be wise to jump into automation quickly. Among Ascend2 respondents, 86% said marketing automation was successful to some level at achieving important objectives. However, just 25% ranked this as “very” successful, suggesting room for improvement among users.

Increasing sales revenues and lead generation were the most important objectives of a marketing automation strategy, each cited by 47%, followed by improving lead nurturing (44%), customer engagement (37%) and marketing productivity (33%). Though personalization is hot, just 25% ranked improving campaign targeting as an important objective.

Despite the powerful effect of sharing data companywide and the ability for marketing automation technology to help with that, only one-fifth of respondents said improving marketing-sales alignment was a top priority for marketing automation. Technology solutions were fragmented across B2B sales and marketing departments. About three in 10 (31.4%) respondents said both departments had automation technology solutions, and among marketers only, just 28.6% said so.

Are you using marketing automation to nurture and convert leads?
To lean how, call Lori today at 877.447.0134.

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