45% of MA users only use core features

Some 45% of B2B marketers who have adopted marketing automation (MA) are only using its core features, with just 2% achieving its full potential, according to new CommuniGator research.

A surprisingly high 18% of marketers were found not to have implemented the software altogether. 

Email marketing continues to be the preferred way for B2B marketers to communicate with prospects and customers, with 68% of respondents using MA to do so. 

Of all the web-based techniques used by B2B marketers – personalised landing pages, A/B landing pages, personalisation-rules for content – landing pages were considered the most effective, while respondents identified predictive analytics as the least effective. 

Improved lead quality was voted the biggest benefit of MA, closely followed by improved conversion rates, UX and lead quality. Limited knowledge of lead scoring and setting up rules were the main barriers. 

Only 62% of respondents said marketing takes full responsibility for the platform, with 27% sharing it with sales. More than three-quarters (78%) said encouraging sales and marketing to work together to implement MA was a challenge.