Marketing Automation Usage in B2B Organizations to Double by 2017

budget-increaseAccording to’s latest report, titled “2015 Marketing Automation Benchmarking Report,” 88 percent of B2B companies will implement marketing automation in their organizations by the start of the 2017-2018 financial year. Currently, 43 percent of those surveyed are already using marketing automation (MA) software.

However, not all marketers that are surveyed showed interest in implementing marketing automation. The data shows 12 percent do not have any plans to adopt MA at the present time. For those marketers that have been polled that did show an interest in marketing automation, 34 percent said that budget was their primary stumbling block when it comes to implementation. Lack of support and skills to implement MA has also been a concern to many of those polled.

In addition to the findings from actual survey participants, also included some suggestions of how to best utilize marketing automation into an overall marketing strategy.

Here are some of the tips include in the report, courtesy of Chris Boddice, the Marketing Director of Dotmailer:

  1. Pitch it. Have a good reason for starting to automate.
  2. Just start.
  3. Start small. But scale quickly.
  4. One team. Make sure your sales and marketing teams are aligned from the start.
  5. [Use the ] appropriate data.
  6. Choose wisely. Think carefully about which channels you choose to build.
  7. Relevance counts.
  8. Be human.
  9. Measure it.
  10. Shout out. Share your successes.
  11. Partner up.

To gain more insight, check out more of’s key findings in the graphic below, courtesy of their summary report:


The report can be downloaded at A free PDF summary is also available.

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