Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

2014 Marketing Automation Benchmarks and Trends

by Ayaz Nanji  |  
July 28, 2014

Nearly half of global marketers (45%) say the lack of an effective strategy is hampering the success of their marketing automation efforts, according to a recent report from Ascend2.

Other factors seen as major hindrances to marketing automation success include budget limitations (44% of marketers cite as a challenging obstacle), lack of skilled staff (40%), insufficient data quality (34%), lack of management buy-in (23%), and the difficult-to-use interfaces of marketing automation software tools (22%).

Below, additional key findings from the report, which was based on data from a survey of 291 global marketing, sales, and business professionals.

Satisfaction and Goals

  • 69% of respondents say their current marketing automation efforts are somewhat successful; 24% say they are very successful; and 7% say they are not successful.
  • 45% say improving productivity is one of their top goals for marketing automation; 44% say increasing sales revenue is a top goal.

Resources and Tools

  • 52% of respondents say their company handles all of its marketing automation efforts in-house; 41% use a combo of in-house and outsourced resources; 7% fully outsource.
  • 41% say the quality of analytics and reporting tools is a top factor in choosing a marketing automation system; 40% say ease of use as a top factor; 34% look for an all-in-one solution.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!