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State of B2B Marketing Automation

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

This report is being updated by Smart Insights, in association with Communigator. Please come back in December 2017 for the latest version. 

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?

 

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

Resource Details

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.

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