18 B2B Marketing Automation Stats You Should Know

Marketing automation has helped to transform B2B marketing over the past several years. Most marketers have implemented or have considered implementing a marketing automation solution.

Here are 18 statistics that reveal some interesting dimensions of the marketing automation landscape.

The Marketing Automation Growth Trajectory

  • As of 2013, 1/4 of all B2B Fortune 500 companies were using marketing automation, along with 76% of the world’s largest SaaS companies (source).
  • There are 211 different marketing automation solutions on the market today (source).
  • 79% of top-performing companies have been using marketing automation for more than two years (source).
  • 91% of buyers in 2013 were evaluating marketing automation for the first time (source).
  • The adoption of marketing automation technology is expected to increase 50% by 2015 (source).
  • The software and Internet industry has the highest marketing automation adoption rate (source)

The Impact of Marketing Automation

  • 75% of companies using marketing automation see ROI within 12 months (source).
  • 35% of companies with marketing automation programs regularly capture intelligence for the sales team (from their content marketing efforts), compared with 19% of companies without marketing automation systems (source).
  • B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10% (source).
  • B2B marketers cite the No. 1 benefit of marketing automation as the ability to generate more and better leads (source).
  • 49% of companies that employ marketing automation strategies customize content to the buyer journey stages, compared to only 21% of companies without marketing automation strategies (source).
  • 78% of high-performing marketers say that marketing automation software is responsible for improving revenue contribution (source).

The Challenges of Marketing Automation

  • Only 26% of B2B marketing automation users have fully adopted their system (source).
  • 54% marketers who have not yet implemented marketing automation cite lack of budget as a major obstacle preventing implementation (source).
  • 64% of CMOs have no formal process to manage their marketing automation (source).
  • 76% of CMOs list high-end lead generation as their biggest marketing automation challenge (source).
  • 31% of current marketing automation users anticipate changing their system within the next two years, primarily because they want better or different capabilities (source).
  • 55% of B2B marketers cite lack of data expertise as the biggest challenge in using their marketing automation system (source).

There is definite momentum (and perhaps a bit of confusion) around marketing automation. What are some of the successes and challenges you’ve had implementing marketing automation in your organization?

Tim Cook

Tim is the former vice president of client services for The Mx Group. Previously, Tim held senior marketing positions at the global outsourcing firm Convergys, where he served clients at McCann and Resource Marketing. Tim is a graduate of Stonehill College in Easton, Massachusetts. He also completed certificate programs in integrated marketing communications and change management at the Chicago Graduate School of Business.

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