Only 9% of B2B marketers have been very successful at driving ROI from their marketing automation platform – even though it’s one of their top goals.
According to a report by B2B Marketing, How to realise the potential of marketing automation, written in conjunction with marketing automation agency Protocol, marketers could achieve more success from MA platforms, and are looking to increase their targets in the next 12 month.
The survey found 57% of marketers claimed implementing marketing automation was easy, and 65% say it’s achieving most or all of their aims.
The next 12 months
While 66% of marketers say ROI is in line with their expectations, more than half – 56% – are looking to ramp up their targets in the next 12 months. This is because of increased awareness of what MA can actually do, as well as setting the bar higher for solid returns.
With many making improvements to their systems and upskilling their teams, 71% of survey respondents are looking to take stock and improve their martech stack, with more than half feeling they could improve their technology efforts to stay ahead of the curve.
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