What do marketers think are the most important benefits of marketing automation? And what are the challenges they face with the technology? How are they investing in marketing automation in 2023?
This year we conducted our international marketing automation survey for the third time to update and freshen our perspective on how marketing and communications professionals around the world experience marketing automation. We inquired how marketing automation is utilized in organizations, its benefits, importance, and challenges marketers face with the technology.
There were 291 marketing and communications professionals around the world who participated in the survey. We wrapped up the survey results in a neat guide, and it's now available for download!
In this article, we will take a look at the reasons why marketers are relying on marketing automation to boost their marketing efforts in 2023.
Why do marketers acquire marketing automation in the first place?
These are some of the questions we were interested in finding out:
- How long had the respondents been using marketing automation?
- If they’re not using marketing automation, why they hadn’t yet acquired the technology?
- What is the primary purpose for which they had acquired marketing automation?
- What are the main benefits of marketing automation?
- What challenges they faced with marketing automation?
Find answers to these and other questions by downloading the guide.
Let’s take a look at the reasons why organizations acquire marketing automation and some of the benefits marketers raised that the technology has brought them.
Most of those respondents who are using marketing automation acquired the solution to do more effective marketing (30,3 %), to drive more sales (19,7 %), and to take better care of their customers (17,4 %).
The survey also showed that the experienced benefits of marketing automation are in-line with the purposes of which organizations acquired the solution in the first place. In other words, the solution has lived up to their expectations.
According to our survey, organizations are also investing more in marketing automation than in the years before. There are multiple ways to invest in marketing automation, and in the guide, we’re diving deeper into how exactly organizations are planning to invest in the coming year.
What are the benefits of marketing automation?
We also wanted to find out what marketers think are the most important benefits of marketing automation. We aimed to figure out how important the solution is for their organization to see what features or aspects marketers value and how they correlate with the felt importance of the tool.
We found out that marketers continue to value being able to serve their customers with more rightly-timed and customized content and seeing concrete results while managing costs at the same time.
Personalizing content will be made even easier in the near future, when our new WordPress integration lets marketers personalize and A/B test their WordPress website content with marketing automation.
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Interested in marketing automation? Contact us!
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