Transcription
TH E STATE OFM A R K ETI N GAU TO M ATI ONA RESEARCH-BASED GUIDE FOR MARKETERSResearch Series Conducted in Partnership with Leading Providersof Marketing Technology and Digital Marketing Agency Services.
2TABL E O F CO N T E N TS4.The State of Marketing Automation9.Planned Use of Automation5.Reasons for Implementation10. Proper Utilization of Tools6.Strategic Success11. Barriers to Proper Utilization of Tools7.Amplifying Automation Success12. Extent of Automation Integration8.Current Use of Automation13. Ascend2 Research ProgramsThe State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
3M E THO DO LOGYSURVEY R ES PO N D EN TSAscend2 benchmarks theperformance of marketingstrategies, tactics and thetechnology that drives themwith a standardized onlinequestionnaire and a proprietary3-Minute Survey format.Primary Marketing ChannelThis survey was fielded to a panelof marketing professionals andmarketing research subscribers.B2B30%B2C46%B2B and B2C equally24%Number of EmployeesMore than 50016%50 to 50020%Fewer than 5064%Primary role in companyOwner / Partner / C-Level56%Vice President / Director / Manager28%Non-Management Professional16%
4THE STATE OFMARKETI NG AUTOMAT IO NThe capabilities that marketing automationsolutions have today extend deep into everystage of the marketing funnel.But how are marketers utilizing marketingautomation today, and how do they plan toin the year ahead?To help answer this question, Ascend2 andour Research Partners fielded The Outlook onPerformance Marketing survey. We thank the302 marketers who responded to this surveybetween July 13, 2021 and June 21, 2021.This Survey Summary Report, titled TheState of Marketing Automation, representsthe opinions of all the market segmentsresponding to the survey. Specific marketsegments from the survey are reportedon separately and exclusively by ourparticipating Research Partners.This research has been produced for youruse. Put it to work in your own marketingstrategy. Clip the charts and write aboutthem in your blog or post them on socialmedia. Please share this research credited aspublished.e!Click herSUBSCRIBE TO OUR RESEARCH
5R EASONS FOR I MPLEMEN TAT IO NIt is the job of the marketer to increase revenue opportunities. To do this effectively, the marketingand sales teams must work together. Over one-third (35%) of marketers report that a top reason forimplementing marketing automation is to better enable this. 34% of marketers also hope to improvecustomer engagement and customer experience through the use of marketing automation solutions.WHAT ARE THE TOP REASONS FOR IMPLEMENTING MARKETING AUTOMATION?35%STREAMLINING MARKETING AND SALES EFFORTSIMPROVING CUSTOMER ENGAGEMENT34%IMPROVING CUSTOMER EXPERIENCE34%MINIMIZING MANUAL TASKS30%INCREASING NUMBER OF LEADS CAPTURED28%OPTIMIZING WORKFLOWS25%24%IMPROVING LEAD QUALITY21%INTEGRATING / CENTRALIZING DATA17%IMPROVING MARKETING ATTRIBUTIONIMPROVING MULTI-CHANNEL TOUCH10%The State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
6STRATEGI C SUCCESSIs the use of marketing automation helping marketers achieve their strategic goals? An 84% majority ofthose responding to the survey describe their automation use as successful to some extent, but thereis room for improvement. The group of marketers who reported the most success from the use of theirmarketing automation is nearly equal to the group who reported the least amount of success.WHICH BEST DESCRIBES YOUR (OR YOUR TYPICAL CLIENT’S) SUCCESS ATUSING MARKETING AUTOMATION TO ACHIEVE YOUR TOP PRIORITIES?UNSUCCESSFUL16%VERY he State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
7AM PLIFYI NG AUTOMATI ON S U CC E SSSuccessful marketing automation solutions are only as effective as the efforts and tactics that surroundthem. Quality data will amplify the success of a marketing automation tool according to over half (52%) ofmarketing professionals surveyed. Ensuring that automation is executed strategically, as well as properalignment of sales and marketing goals also top this list for 46% and 45% of marketers, respectively.WHICH OF THE FOLLOWING EFFORTS OR TACTICS MOST AMPLIFIES THESUCCESS OF YOUR MARKETING AUTOMATION TOOL?QUALITY DATA52%STRATEGIC EXECUTION46%ALIGNMENT OF SALES AND MARKETING45%26%CUSTOMER JOURNEY MAPPING22%ADEQUATE STAFF TRAINING18%LEAD SCORINGDEFINING PERSONAS13%The State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
8CUR R ENT USE OF AUTOMAT IO NWith the ever-increasing numberof technology and solutionsavailable today, marketingautomation can be appliedthroughout the entire marketingfunnel as well as to manyfacets of a marketing strategy.According to this research, twothirds (65%) of marketers areusing marketing automation asa part of their email marketingefforts. Nearly half (47%)of marketing professionalssurveyed are using marketingautomation to manage theirsocial media. Landing pages andpaid advertising are also amongthe most common areas wheremarketers are using automation.IN WHICH OF THE FOLLOWING AREAS DO YOU CURRENTLYUTILIZE MARKETING AUTOMATION?65%EMAIL MARKETING47%SOCIAL MEDIA MANAGEMENT30%LANDING PAGES28%PAID ADS25%CAMPAIGN TRACKING23%CONTENT MANAGEMENTSEO EFFORTS18%ACCOUNT-BASED MARKETING18%SMS MARKETING17%LEAD SCORING17%WORKFLOWS / AUTOMATION VISUALIZATIONSALES FUNNEL COMMUNICATIONS16%14%PUSH NOTIFICATIONS13%LIVE CHAT13%DYNAMIC WEB FORMSThe State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 202112%
9P LANNED USE OF AUTOM AT IO NIn which areas do marketers planto utilize automation in the yearahead? In the coming months,40% of marketers are planningto add automation to their emailmarketing efforts in the yearahead. Marketers also reportthat social media will soon bemanaged through automationtools. Live chat (21%), AccountBased Marketing (ABM) (21%),and paid advertising (32%)are also notable areas wherethe percentage of marketerswho plan to use automation isgreater than the percentage ofmarketers who are already usingautomation.IN WHICH OF THE FOLLOWING AREAS DO YOU PLANTO IMPLEMENT MARKETING AUTOMATIONIN THE YEAR AHEAD?40%EMAIL MARKETING39%SOCIAL MEDIA MANAGEMENT32%PAID ADS26%LANDING PAGES23%CAMPAIGN TRACKING22%CONTENT MANAGEMENTACCOUNT-BASED MARKETING21%LIVE CHAT21%WORKFLOWS / AUTOMATION VISUALIZATION19%SEO EFFORTS18%SMS MARKETING18%LEAD SCORING18%SALES FUNNEL COMMUNICATIONSPUSH NOTIFICATIONSDYNAMIC WEB FORMSThe State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 202117%16%14%
10P R OPER UTI LI ZATI ON OF TO O LSMarketing automation tools can consist of many different features to help marketers integrate data intoa central location, make marketing processes more efficient, and provide a more personalized customerexperience. However, over half (54%) of marketing professionals feel that they are not using theirmarketing automation tools to their fullest potential.DO YOU FEEL THAT YOU ARE UTILIZING YOUR MARKETING AUTOMATIONTOOLS TO THEIR FULLEST POTENTIAL?NOT SURE26%YES20%NO54%The State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
11B A RR IERS TO PROPER UTI LI ZAT IO N O F TO O LSWhat is preventing marketers from using their automation tools to their fullest potential? Accordingto 39% of those surveyed, there is a insufficient amount of training and resources available to ensureproper use. Other significant barriers include lack of resources to manage the tools for 32% of marketersand a lack of budget to maintain them for 31% of marketers.WHAT ARE THE MOST SIGNIFICANT BARRIERS TO UTILIZING YOUR MARKETINGAUTOMATION TOOL(S) TO THE FULLEST POTENTIAL?LACK OF TRAINING / RESOURCES / KNOWLEDGEBASE39%LACK OF RESOURCES TO MANAGE32%LACK OF BUDGET TO MAINTAIN31%25%COMPLICATED SETUPSLOW ONBOARDING PROCESS16%INABILITY TO INTEGRATE WITH OTHER TOOLS16%MISSING OR INADEQUATE FEATURES14%DECENTRALIZED DATA14%LACK OF INTERNAL ADOPTION OR BUY-INLACK OF CUSTOMIZATION OPTIONS13%12%The State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
12EXTENT OF AUTOMATI ON I NT EG RAT IO NIt is critical for marketers to be able to integrate a marketing automation tool into solutions that alreadyexist in their technology stack. Nearly two-thirds (64%) of marketers report that their automationsolutions are only somewhat integrated or not at all integrated. A mere 7% of marketers report that theirmarketing automation solution is entirely integrated with the rest of their technology stack.WHICH BEST DESCRIBES THE INTEGRATION OF YOUR MARKETINGAUTOMATION SOLUTION(S) WITH THE REST OF YOUR TECHNOLOGY STACK?39%29%25%7%ENTIRELY INTEGRATEDMOSTLY INTEGRATEDSOMEWHAT INTEGRATEDNOT AT ALL INTEGRATEDThe State of Marketing AutomationConducted by Ascend2 and Research PartnersPublished August 2021
13PERSONALIZED B2B RESEARCHTO GROW YOUR BUSINESSReceive a Research-Based Content Blueprint thatprovides proven strategies on how to demonstratethought-leadership, engage prospects, acquire newcustomers, and generate media coverage.Research studies by BuzzSumo, MarketingProfs, and eMarketer finds thatoriginal research is the #1 type of content to engage prospects and convertleads to sales. Find out how you can add research to your marketing mix.GET STARTED WITH A FREE STRATEGY SESSION
OUR RESEARCH PARTNERS ARE INDUSTRY POWERHOUSESP U T T H I S CO N T E N T TO G O O D U S E !This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.You may adapt, copy, distribute and transmit this work. However, you must attribute the work as produced by Ascend2and its Research Partners, but not in any way that suggests that they endorse you or your use of the work.When you share this content, please provide a link back to ascend2.com14
implementing marketing automation is to better enable this. 34% of marketers also hope to improve customer engagement and customer experience through the use of marketing automation solutions. 10% 17% 21% 24% 25% 28% 30% 34% 34% 35% IMPROVING MULTICHANNEL TOUCH-IMPROVING MARKETING ATTRIBUTION INTEGRATING / CENTRALIZING DATA IMPROVING LEAD QUALITY
