Some 34% of marketers describe marketing automation (MA) as ‘ineffective’, according to a new report published by B2B Marketing and Sitecore.
Such a statistic highlights the fact that worryingly few marketers believe in MA’s ability to effectively capture information about their customers and the customer journey.
This links into wider concerns around why omnichannel isn’t yet business as usual for B2B organisations.
Joel Harrison, editor-in-chief at B2B Marketing, said: “Without the right data about your customers, or the ability to capture it, you’re going to struggle to make inroads with any attempt at omnichannel marketing.
“To start to remedy your tech-related issues, first carry out a tech audit – find out what data you’re able to access and which platforms you’re using. Second, consider whether the automation platform you’re using is able to deliver the right content on the right channel at precisely the right moment. If it’s not, it might be time to look at the alternatives.”
According to separate research from CommuniGator, only 2% of B2B marketers are fully exploiting MA, while a recent study by Act-On Software suggested Europe is lagging behind North America when it comes to marketing automation use.
