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Marketing automation is a topic we’re hearing a lot about in 2017. From robust marketing technology stacks to standalone tools, automation is improving operations around the world.
How are they doing that? By simplifying what used to be time-consuming tasks for marketers.
Leveraging automation, we’re now able to send relevant, personalized email campaigns that are time or behavior-triggered, while integrations between tools allow us to improve lead scoring efforts and deliver appropriate content based on where a buyer is at in the conversion funnel.
If you’re struggling to communicate how essential marketing automation can be to improved ROI, higher customer engagement, and the overall experience, take a look at the stats below and share them with your team.
The rise of marketing technology has created new C-suite role: The chief marketing technologist (CMT). 81% of large companies (with $500 million+ revenue) now have a CMT as of January 2014 – and 8% of large enterprises expect to add one in the next 24 months. –Gartner
The most commonly used marketing automation features are email marketing (89%), lead nurturing (84%), integrations with other software (CRM, mobile, social media, etc.) for centralizing customer intelligence (80%) and cross-channel campaign management (82%). -Regalix
Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. -Nucleus Research
63% of users plan to increase their marketing automation budget this year. -Marketo
Nearly two-thirds (63%) of the “Very successful” use their marketing automation systems extensively, while more than a third (37%) achieved best-in-class status with limited use. -Three Deep & Ascend2
B2C marketers who take advantage of automation including everything from cart abandonment programs to birthday emails have seen conversion rates as high as 50%. -eMarketer
There are 215+ marketing automation solutions currently on the market. -Capterra
63% of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation. -Gleanster
78% of successful marketers say that marketing automation is most responsible for improving revenue contribution. -The Lenskold Group
According to a report by Adestra, 74% of respondents said the technology’s ability to save them time was its largest benefit. -Adestra
79% of top-performing companies have been using marketing automation for two or more years. -Pardot
Marketing automation companies increased from 51 total in 2014 to 83 in 2015. -Scott Brinker
77% of CMOs at top performing companies indicate their most compelling reason for implementing marketing automation is to drive up revenue. -Gleanster
89% of respondents who have deployed marketing automation systems have integrated it with their CRM systems. -ResearchCorp
Searches for ‘marketing automation’ are at an all time high according to Google. -Google Trends
41% of marketers say that marketing automation is “Very effective/effective” at creating a cohesive customer journey. -Salesforce
Companies using marketing automation generate twice as many leads as those using just email software. -Autopilot
Only 8% of business are using marketing automation to nurture existing customers. -SiriusDecisions
80% of marketing automation users saw an increase in the number of leads, and 77% had an increase of conversions. -VentureBeat
The majority (59%) of companies that use marketing automation are able to target their prospects with triggered content. -Lenskold and Pedowitz Groups
Here are the key takeaways we need to keep in mind when looking at these various stats and sharing with leadership and marketing teams.
Are you and your team using any marketing automation yet? If so, what are your thoughts on it so far – is it driving positive results, or is it too soon to tell? Let us know what you think about this marketing trend and how it’s impacting (or not impacting) your organization.