In the past few years, marketing automation has been a revolutionary force in the world of digital selling. B2B companies who leverage marketing automation as a part of an integrated sales and marketing program gain better targeting of prospects, improved lead management, the ability to measure results and ROI and better customer relationship management.
In a recently published report from Regalix Research on the State of Marketing Automation in 2014, it was found that 88% of B2B marketers are either currently using or implementing marketing automation tools in the coming year. Of those who did not currently have a solution in place, 69% plan to implement a solution in 2014.
The report also looked at the biggest obstacles to effective use of marketing automation. While the report lists over a dozen, two of the top obstacles are lack of expertise to use the data and intelligence offered by the tool (55%) and complexity of marketing automation software (34%). This helps to explain why the top factor companies look at when evaluating a marketing automation software (86%) is ‘ease of use’.
In addition to the complexity, it can often take a while to see results once your marketing automation system is in place. The report found that only 20% of marketing automation users saw results within the first three months, while it took at least six months for 64% of users.