86% Surveyed Consider Ease of Use Most Important Quality in a Marketing Automation Tool

As reported by Intercooler Online, a new report by Regalix on B2B marketing automation tools found that 86% of survey respondents say that having a tool that is easy to use is the most important thing they look for when it comes to the decision process.

Use of B2B Marketing Automation

88% said that they are currently using or thinking about using a marketing automation system. Examples of marketing automation systems include: Pardot, DemandBase, Marketo, Silverpop, and Bizo. A further 82% reported that they prefer using a SaaS (software as a service) automation tool instead of a hosted solution.

Marketing Automation Features

When it comes to what types of features are available in an automation tool, several respondents reported many different features that they consider most important to their business.

  • Email Marketing: 89%
  • Lead Nurturing: 84%
  • Campaign Management: 82%
  • Integration with Existing Tools, Including Social Media, CRM, etc.: 80%
  • Lead Scoring: 72%
  • List Segmentation: 70%

Who Uses Marketing Automation Tools?

84% of the survey respondents say that they have in-house employees taking advantage of the marketing automation tools they are using. 6% said that they completely outsource it to an outside service or agency. Most of the rest of the respondents (10%) said that they use a mixture of both in-house and outsourcing to completely their marketing automation goals.

The mixture balance of outsourcing and in-house marketing automation strategy varies within each area. For example, 50% reported that they outsource creative, content, and reporting work, whereas 100% of respondents said that outsource technical implementation.

To learn more about what was gleaned from Regalix’s findings, the full report can be downloaded here in PDF form, after giving a name and business email address.

photo credit: HikingArtist.com via photopin cc

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