Report: Only 1-in-4 B2B Marketers are Seeing Results from their Marketing Automation Platform

Marketing automation platforms (MAPs) can provide several benefits to marketers looking to tackle a wide range of tasks. However, new research shows that not all marketers see success when using MAPs to achieve their top priorities.

InsightSquared recently published the “Marketing Automation Satisfaction Benchmark Report,” and statistics showed that the majority of marketers (62.1 percent) believe that their MAP has “met more expectations than it has failed.” However, just 1 out of 4 B2B marketers, in particular, agree with this sentiment.

Statistics also showed that just 1 in 10 marketers, overall, are “very satisfied” with their MAP’s analytics and reporting capabilities. About 1 in 4 are dissatisfied with their MAP’s ease of landing page and email design capabilities, and the same percentage are also dissatisfied with their MAP’s database and list management capabilities.

Marketing Automation as a Concern for CMOs

Addressing innovation, AI, technology and marketing automation are all top concerns for CMOs, according to previous research.

Brand Keys published the results of its “Marketing on my Mind” survey to determine exactly what concerns today’s CMOs. The company surveyed 588 CMOs and brand managers to gain insight. Tackling innovation, AI, technology and marketing automation were all primary concerns for 92 percent of CMOs who responded to the survey.

ROI (97 percent) and big data, big tech and big security issues (95 percent) were also concerns for CMOs who took the survey.