The State of Marketing Automation Trends 2014
Transcript of The State of Marketing Automation Trends 2014
STATE OF
MARKETING AUTOMATION TRENDS2014
Finding the right marketing automation software is hard when you're looking for the first time.
That's why Software Advice and Marketo have spoken to hundreds of companies to determine what drives organizations to purchase these systems. See how you stack up against your peers and let us help make your decision easier.
Source:Software Advice’s Marketing Automation Software BuyerView | 2014
MARKETIN
G
SOFT
WARE
High tech
(Results of a 2013 survey)
of buyers were evaluating marketing automation software for the first time.
91%
were already using some kind of software to help them manage marketing.
79%
of buyers were not using any kind of marketing software. Instead, they were using manual methods such as pen and paper or spreadsheets.
21%
TOP INDUSTRIES AMONG PROSPECTIVE BUYERS
5% 15% 25%
Consulting
Manufacturing
Media
Advertising
Banking
Healthcare
Retail
Education
Who is looking for marketing automation software?
2-5
3%
The largest group of buyers were companies with less than 500 employees
NUMBER OF EMPLOYEES IN BUYERS’ COMPANIES
6-10
10%
11-20 21-50
14% 23%
51-100
12%
101-500
24%
501-1000
6%
1001+
9%
ACCORDING TO DAVID RAAB, OWNER OF RAAB ASSOCIATES, INC.
"Marketers are under more pressure, and have more channels to market in than ever."
Why are companies looking for marketing automation software?
IMPROVING LEAD MANAGEMENT
of buyers said that this was their company’s main reason for looking at marketing automation software
40%
AUTOMATING PROCESSES
of buyers cited this as their main reason for looking at the software
30%
Need to improve lead management
Need to automate processes
Need more/better features
Unhappy with current system
Need better integration
Time to update/upgrade
Company growth/transition
Need to improve services to customers
0% 10% 20% 30% 40% 50%
TOP REASONS FOR EVALUATING MARKETING AUTOMATION SOFTWARE
LEAD NURTURINGThis beat out marketing analytics and lead scoring
Lead nurturing
Reporting/ Analytics
Lead scoring
Email marketing
Drip marketing
Inbound marketing
Campaign management
Social media marketing
Segmentation
Other
0% 20% 40% 60% 80% 100%
What’s the most requested capability in marketing automation software?
HOW ARE YOU MANAGING YOUR MARKETING?