The report was based on data from a survey of more than 200 B2B executives (50% work for firms with 50 or fewer employees).
Some 46% of respondents say their B2B firm makes extensive use of marketing automation tools, whereas 32% say their B2B firm makes limited use of marketing automation tools.
Respondents say the top goals of using marketing automation tools are improving lead nurturing (63% cite it as a goal), increasing lead generation (59%), and increasing sales revenue (46%).
B2B marketers say the top barriers to marketing automation success are lack of an effective strategy (49% cite it as an issue), inadequate contact data quality (39%), and the complexity of systems (37%).
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