39% of marketers intend to use marketing automation to generate demand

Although email has helped many marketers generate leads in recent years, new research indicates that marketing automation could become a more important tool for building a strong pipeline.

DemandGen recently conducted the “2022 Demand Generation Benchmark Survey” and statistics indicated that the majority of marketers (49%) are still using email to generate leads in their pipeline. However, most respondents (39%) said they intended to leverage marketing automation at some point this year to accelerate their demand generation strategies.

“While marketing automation is nothing new, it’s clear that marketers still see it as something to try,” the report’s authors wrote. “Similarly, intent signals are poised to become an even more important part of demand generation strategies as organizations refine their focus on personalization and tailored content for accounts.”

In addition to deploying marketing automation, marketers intend to focus on social analytics (32%), account-based marketing (32%), and intent/signal data (31%) in the coming months.

The challenges of leveraging marketing data

Data remains a critical part of demand generation, but previous research has suggested that many marketers struggle to leverage it.

Ascend2 released its “Using Data to Drive Demand” report, and stats indicated that most marketers (58%) “moderately agree” that demand generation is significantly improved when a data-driven strategy is used. However, 72% say their data-driven marketing strategy is only “somewhat successful” in helping them achieve their key goals.

Measuring results (38%) remains the most challenging aspect of using data to drive demand, according to respondents.