The Current State of B2B Marketing Automation

marketing automation growth 2015

Revenues for B2B marketing automation systems increased 60% to $1.2 Billion in 2014, compared to a 50% increase the year before. In the last 5 years, the industry has grown 11-fold as corporations continue to find value in the key features that marketing automation has to offer.

As the industry rapidly matures, the foundations of a great marketing automation platform are pretty much agreed upon and best practices for marketing automation implementation also continue to solidify.

This infographic from Uberflip, The Marketing Automation Revolution, provides a great snapshot of the current state of the B2B Marketing Automation industry.

Top 5 Benefits of B2B Marketing Automation

  1. Increased lead generation
  2. Better prospect and lead insight
  3. Increase in efficiency
  4. Enhanced lead scoring, nurturing and distribution process
  5. Improved lead quality

Only 8% of senior-level B2B marketers stated that their marketing automation efforts were not effective – and I'd be willing to bet that this wasn't because of the solution, but because of the implementation. These are complex systems with a lot of moving parts that require a great strategy and content to drive them. I think too many companies focus on the sales results the platforms are promoting and don't focus enough attention on the resources and time it took to get there.

State of B2B Marketing Automation

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