Gap between marketers’ expectation and reality of marketing automation

Businesses’ expectations of what marketing automation can be delivered are not aligned to reality, according to research.

The report Expectation vs. Reality: The State of Marketing Automation Adoption and Usage – commissioned by CleverTouch Marketing, found companies have a dramatic difference in their perceived usage and benefits to the reality of using the system.

Those not using marketing automation outlined the top three benefits of tech as being: greater customer engagement (38%), more sales leads (30%), and more insightful reports (30%).

However those using marketing automation dismantled this ranking, citing that proving ROI of marketing, more sales leads, and improved data are the top three benefits.

Perspectives also differed in usage. Those considering using marketing automation believed they’d be using the tech to track multi-channel activity (45%), lead nurture (40%) and use as a one-off email tool (40%).

In reality, marketing automation marketers said they were using it for the purpose of lead generation, lead nurturing and account-based marketing.

The research surveyed 200 CMOs, heads of marketing and directors from business in the UK, US and EMEA.

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