While many marketers have started leveraging marketing automation to achieve their primary goals, new research suggests that not everyone is experiencing success yet.
Ascend2 recently released “The State of Marketing Automation 2022” report, and stats suggest that the majority of marketers (64%) have so far only been “somewhat successful” in terms of achieving their key goals. goals with marketing automation.
“Marketing automation is only as effective as the resources devoted to using it and optimizing it to its fullest potential, and that’s no easy task,” said the researchers behind the report.
That being said, marketers are still acutely aware of the benefits of using marketing automation. Most respondents (43%) said it improves the customer experience, while 38% said it makes better use of staff time. Nearly 35% said it resulted in better data and better decision-making.
Leverage marketing automation to generate demand
Most marketers have key goals in mind when it comes to using marketing automation, and previous research suggests that demand generation continues to be a top goal.
DemandGen conducted its “2022 Demand Generation Benchmark Survey” and the data indicated that most marketers (49%) are still using email to generate leads in their pipeline. However, the majority (39%) say they intend to use marketing automation at some point this year to accelerate their demand generation strategies.
In addition to launching marketing automation, marketers will focus on social analytics (32%), account-based marketing (32%) and intent/signal data (31%) throughout the year.
Check out our blog post where we asked cybersecurity marketers what their most important B2B MarTech solutions are, including marketing automation!