Most B2B marketers are already using or plan to use some form of marketing automation technology, according to recent research from Act-On and Econsultancy.
The report was based on data from a survey conducted in April and May 2017 among 355 in-house B2B marketers from around the world.
Some 53% of respondents say their B2B firm has already put some form of marketing automation technology in place; 37% say they plan to utilize marketing technology in the future; and 10% say they have no plans to utilize marketing technology.
Respondents whose B2B firms use marketing automation say the top reasons for doing so are to generate higher-quality leads, increase revenue, and align Sales and Marketing for mutual success.
B2B marketers say they use marketing automation most to help with email (73% do so), Web forms (63%), and landing pages (56%).
B2B marketers say the top challenges with marketing automation are a lack of resources (60% cite it as an issue) and a lack of staff skilled in using the technologies (50%).
About the research: The report was based on data from a survey conducted in April and May 2017 among 355 in-house B2B marketers from around the world.
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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji
Twitter: @ayaznanji