Marketing automation is on the rise: 59% of senior marketers say they expect the number of automated campaigns to increase over the next 12 months, and 83% expect the use of marketing automation to improve the efficiency of their marketing processes, according to a report by Forrester Research and Silverpop.
Some 39% of senior marketers surveyed expect the number of automated campaigns to stay the same, and only 2% expect levels to decline.
There are skeptics, however: 14% of senior marketers say marketing automation will likely have no impact on process efficiency in 2012.
Below, additional findings from Automation: Redefining Marketing's Game Plan, a report conducted by Forrester for Silverpop.
Engagement and Data Gathering Top Marketers' Priorities
Asked how they use automation, 57% of senior marketers cite building customer engagement, 47% cite gathering customer data, and 47% cite improving customer loyalty.
More than one in three senior marketers use automated marketing for lead generation (38%) and cultivating cross-sell or up-sell opportunities (37%).
However, marketers newer to automation (using automation for four years or less) say they use the tool for customer activation and data gathering. By contrast, mature users (5+ years) focus on lead nurturing, cultivating cross-sell and up-sell opportunities, and conversion completion, according to the study.