54% of marketers fail to take full advantage of marketing automation tools

Marketers have started implementing marketing automation tools to streamline processes such as email, social media management, and campaign tracking. However, new research suggests that there is still room for improvement in this area.

Ascend2 recently released its “State of Marketing Automation” report, and the majority of marketers (54%) said they don’t believe they are using marketing automation tools to their full potential. Only 20% of respondents said they did, while 26% said they weren’t sure.

When it comes to top challenges, most marketers (39%) cited a lack of training/resources/knowledge base. About 32% said they lacked management resources, while 31% cited a lack of budget.

So far, the majority of respondents (39%) said their marketing automation solutions are still only “somewhat integrated.” Twenty-five percent said they were not integrated at all.

Identify key marketing automation challenges

This isn’t the first time marketers have cited the challenges associated with marketing automation, and there have been a wide range of hurdles in their path.

Ascend2 conducted its “Marketing Automation Optimization” survey, and stats indicated that only 46% of top marketers were “very successful” in achieving their top goals through marketing automation optimization. marketing.

Some of the top barriers to success were data unification (38%), improving user experience (37%) and the ability to streamline marketing processes (30%).