Are marketers using marketing automation?

A few weeks ago, we covered the basics of marketing automation - defined as the use of technology to manage and automate processes such as lead nurturing, lead generation, email marketing, and lead management, and improve the measurement and analysis of results.

While the benefits are clear, a recent BtoB Magazine survey shows that adoption of this new technology is still lagging:

"While awareness of marketing automation platforms is high among marketers and the proliferation of digital channels increasingly demands the assistance of technology, only 44% of b2b marketers have implemented some form of automated marketing, according to a new study by BtoB."

Interestingly, the 44% adoption rate indicated by the survey results seems high, as Forrester Research claims marketing automation is used by only 5% of marketers.

Whatever the actual adoption rate is, at this point, the marketing automation wave is just beginning and it will be exciting to see how this technology further improves lead generation methods.

Read the full article.