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Although the use of marketing automation is increasingly widespread, most businesses say they still need to improve their capabilities in various key areas, according to recent research from Act-On and London Research.

The report was based on data from a survey conducted in the first quarter of 2019 among 501 marketers from around the world who work for either brands or agencies. Most respondents are B2B-focused.

Some 60% of marketers surveyed say they need to improve their ability to integrate marketing automation tools into their other systems, 59% say they need to improve how they use marketing automation to optimize campaigns, 56% say they need to improve their marketing automation execution, 56% say they need to improve their marketing automation strategy, and 53% say they need to improve how they use marketing automation analytics.

Marketers who work for brands say measuring ROI is the biggest challenge with marketing automation (49% cite it), whereas marketers who work for agencies say a lack of internal knowledge is the biggest challenge with marketing automation (56%).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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