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Digest...
Marketing automation is making inroads at many b2b companies, with 46% currently using marketing technologies in some form and another 20% evaluating platforms to adopt, according to a new study by BtoB.
Among those marketers currently using marketing technology, 62% said they are “strong” or “full” adopters, compared with 40% who said they were as committed in 2012. For 2014, this figure is projected to jump to 81%, according to BtoB's “Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns.” The study is based on an online survey conducted in April that drew 204 marketer respondents.
Marketers are clear about the tasks marketing automation can address. Seventy-eight percent of survey respondents cited online lead generation as a major goal when implementing a marketing automation solution, followed by tracking website visitors (77%), managing marketing campaigns and tracking lead activity (70% each), lead scoring and qualification (69%) and automated lead nurturing (62%).
So a couple of things...
1) Marketing automation, as used in this study, needs to be defined.
2) There seems to be a flip-flopping between marketing automation and marketing technology.
3) Online survey: the sample is instantly biased.
Regardless, the overall thought is correct: an ever-increasing movement towards marketing technology.