I recently came across a research study on marketing automation which analyzed nearly 900 interactions with companies looking to purchase marketing automation software. Highlighted in the report are:
- The most active buyer segments
- The top requested features
- Why organizations are looking for a new solution to handle marketing initiatives
- Surprisingly, 91 percent of buyers were evaluating marketing automation software for the first time.
- 50 percent of the buyers were companies with fewer than 50 employees, showing a growing adoption of marketing automation technology among small businesses.
- The high tech industry is the industry most actively evaluating solutions, representing 23 percent of the sample. The next largest segments were consulting, manufacturing, media and advertising.
- 48 percent of buyers were currently using CRM software to manage their marketing operations.
Top requested features:
Lead nurturing is the most requested feature with more than 80 percent of buyers citing this as their top need, followed by reporting/analytics, lead scoring, email marketing and drip marketing.
Marketing Automation Top Features
Why are companies are looking at marketing automation?
The #1 reason is to improve the sales lead management. What this tells us is that most CRM vendors aren’t providing a good solution for managing leads.
Marketing Automation Top Reasons
What does this mean for marketing automation moving forward?
Since enterprise-level businesses have typically been more aggressive adopters of marketing automation systems, it is interesting to see such a large number of small businesses express interest in implementing a solution. This is likely an indication that marketing automation is moving downstream, and the need for lead management functionalities that go with it.
The study was conducted by Software Advice between Jan 1, 2013 and Dec 31, 2013.