CommuniGator and Smart Insights present the latest research in adoption of Marketing Automation within the B2B sector

Research summarising the current adoption of Marketing Automation in the B2B sector

Email marketing and Marketing Automation Toolkit
This guide is part of a Toolkit with 8 other resources. Find out more?

State of B2B Marketing Automation

 Look Inside

This new B2B Benchmarking research from SmartInsights.com in collaboration with our research partner CommuniGator aims to show the current drivers and barriers for B2B adoption of Marketing Automation and how it is used in practice ‘in the real-world’. It’s aimed at helping B2B marketers review their current use of Marketing Automation to show them how they can make better use of the features of Marketing Automation.

What is Marketing Automation?

Our research showed that not all B2B organisations are yet implementing Marketing Automation. So, if it’s new to you, in brief, Marketing Automation enables businesses to automate tasks and workflows for the marketing and sales process including prospect and customer profiling on landing pages, lead scoring, sending automated personalized emails and web recommendations to support lead nurturing and customer engagement

Who is this report for?

This guide is for marketing managers in B2B who want to understand the options for Marketing Automation and the success factors for implementing Marketing Automation projects to integrate it into the marketing and sales process

About the State of B2B Marketing Automation

About the authors

Dr Dave Chaffey and Robert Jones from Smart Insights have produced this in collaboration with CommuniGator.

About Dave Chaffey 

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

About Robert Jones

Robert is Research Analyst at Smart Insights, he works on member research, improving user experience of the Smart Insights site, our partner research reports and helps produce our member content. He is a member of the Market Research Society (MRS) and has over 5 years experience in Insight and UX.

About CommuniGator 

Established in 2005, ComminiGator has become one of the leading marketing automation software providers in the UK. Owned exclusively by the founders & staff, they have no one else to satisfy but their clients. That’s why they treat email marketing with the attention it deserves. The features & functions of their bespoke marketing automation software have been developed to make the marketer’s life both easier and more effective.

What does this report cover?

This report gives insight into how marketers see and use Marketing Automation; what their challenges, drivers, and barriers to implementing and using Marketing Automation.

The report aims to show the current drivers and barriers for B2B adoption of Marketing Automation and how it is used in practice. It’s aimed at helping B2B marketers review their current use of Marketing Automation to show them how they can make better use of the features of Marketing Automation.

You know the promise of Marketing Automation - it should enable marketers to increase return on investment by delivering more relevant, targeted prospect and customer communications across the customer lifecycle. But what is the reality for Business-to-business (B2B) marketers as they have implemented Marketing Automation? How many businesses are using different features of Marketing Automation, which challenges have they faced, what are the success factors and what results have they achieved?

 

Look Inside the State of B2B Marketing Automation

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our State of B2B Marketing Automation includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.

Brilliant

I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Get started with your FREE Basic Membership now

The State of B2B Marketing Automation is available free with Smart Insights Basic Membership, and is a sample of 8 other
resources
in our Email marketing and Marketing Automation Toolkit available with Individual and Business Membership

Expert Membership - for those who are
serious about FAST growth

Discover how to take your digital marketing - and your career - to the next level
with Smart Insights Expert Membership


Learn more about Expert Membership

Or

Find out more about what’s included in the Email marketing and Marketing Automation Toolkit

See what people just like you are saying about expert membership



Get better results

A goldmine of digital information on digital marketing that can help you get better results

Andrew Topliffe

Digital Marketing CoE leader

Make your job easier

I'd recommend signing up to Smart Insights for a suite of useful tools from planning templates to strategy docs and a variety of other guides to make your job easier and more efficient.

Daisy Seymour

Marketing Director

Tenfold improvement in results

It's my digital marketing go-to Bible! Tenfold improvements in digital marketing results.

Patricia Goldsmith

Director