B2B firms are falling over themselves to adopt marketing automation, with research indicating that MA adoption rates will skyrocket to 50% by 2015.
As of the end of 2011, the marketing automation software industry reached $2.8 million. It is predicted to hit $4.7 billion in 2016.
… especially the UK. Expect this to dramatically change during 2014 though – two-thirds of companies in Western Europe are planning to invest in marketing automation this year.
Come 2020, 85% of a customer’s relationship with a company will not actually involve talking to them directly, as customers increasingly prefer to conduct their own research into products/services.
With the customer taking control of the buying journey, marketing automation is more essential than ever. According to marketers …
“We can deliver exactly the right campaign to the right contact when we know they need it”
75% of the time with marketing automation
compared to
50% of the time using no automation processes.
“We are able to nurture each lead with multiple touches until it is sales-ready”
77% of the time using marketing automation
compared to
54% of the time using no automation processes.
Companies deploying marketing automation for prospect nurturing are experiencing a dramatic increase of 451% in qualified leads.
According to a recent Forrester report, categories and criteria that should be closely evaluated when choosing a Marketing Automation platform include:
■ Ease of use.
■ Marketing process management.
■ Functionality needs created by scale.
■ CRM integration.
■ Capabilities to support global operations.
By 2015, 50% of marketers will use marketing automation systems.
By 2020, customers will manage 85% of their relationships with companies without talking to a human.
The marketing automation software industry reached $2.8 billion in 2011.
