Over a third of marketers admit to 'basic' MA sophistication

More than a third of B2B marketers confess their level of marketing automation (MA) sophistication is ‘basic’, according to research by B2B Marketing and Circle Research.

The MA Sophistication Index revealed 38 per cent of respondents felt they were a ‘basic user’ when asked to rank how well their organisation used MA.

Only 20 per cent of respondents ranked their MA sophistication as ‘expert’, with the majority (42 per cent) classifying their level as ‘confident’.

The fact over half (58 per cent) of marketers now implement MA – compared to 43 per cent last year – reflects the increasing maturity of the wider marketing tech industry.

If this rate of adoption continues, 88 per cent of marketers will be implementing MA by 2018.

Joel Harrison, editor-in-chief of B2B Marketing commented: “While the headline stat may initially paint a bleak picture, the upsurge in MA adoption by B2B brands and their willingness to evolve illustrates an increasing maturity across the industry.

“The key to successfully managing marketing automation is patience: constantly review your strategy, focus on measurement, and don’t be afraid to invest in MA talent.”

The MA Sophistication Index 2016-17

Marketing automation (MA) has been adopted by the majority of B2B marketing departments – but using it to its full potential remains a significant challenge for many. This benchmarking report explores current trends in MA and provides a clear pathway for progression, allowing you to turn your MA investment into clear, tangible results.

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Over a third of marketers admit MA sophistication is ‘basic’