Marketing automation gains ground, but obstacles remain

Marketing Automation adoption continues to grow but roadblocks to success continue. There is no easy button so almost half the companies surveyed in the solution still are using the solution to the full extent.

New York—Marketing automation is making deep inroads at many b2b companies, with 46% of marketers currently using marketing technologies in some form, according to a new report from BtoB.

According to BtoB’s “Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns,” commitment to the technology is increasing: Among those respondents currently using marketing automation technology, 62% said they are “strong” or “full” adopters, compared with 40% in 2012. For 2014, the study found this figure will jump to 81%.

“We are seeing the marketing equivalent of the transition from horseless carriage to modern automobile, and the ramifications are equally profound in the marketing space,” said John DiStefano, BtoB research director. “Marketing automation is on the threshold of a quantum leap, moving from merely a marketing productivity tool to a means of real marketing innovation.”

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