According to BtoB Online’s “Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns” study, B2B marketing automation adoption is accelerating as marketers aim to address a variety of business tasks.
The data shows nearly half (46%) of B2B companies are currently using marketing technologies in some form and another 20% are in the process of evaluating platforms to adopt. Among those companies with platforms in place, 62% said they are “strong” or “full” adopters, a number that is expected to jump to 81% in 2014.
With adoption set to increase, marketers cite several tasks that marketing automation technology could help address. Seventy-eight percent of the survey respondents implemented marketing automation to support online lead generation efforts. Tracking website visits (77%), managing marketing campaigns and tracking lead activity (70%), lead scoring and qualification (69%), and automated lead nurturing (62%) were also cited as tasks marketing automation could support.
John DiStefano, BtoB research director, says, “Marketing automation is on the threshold of a quantum leap, moving from merely a marketing productivity tool to a means of real marketing innovation.”
Marketing adoption is already being used by nearly half of all B2B companies, and that number is expected to grow in the near future. Marketers are adopting platforms to help support a variety of business tasks, with the largest focus on online lead generation and tracking website visits.