Tuesday, April 22, 2014

Marketing Automation Effectiveness Survey Results

On the heels of publishing our Buyer’s Guide to Marketing Automation, Heinz Marketing and OnTarget Consulting have published the results of their 2014 Marketing Automation Performance Survey. They sought to measure the effectiveness and performance of companies using Marketing Automation and surveyed North American companies with revenue $25 million to over $1 billion. The primary takeaways were:
  1. Success takes time. The biggest jump in productivity and value occurs after 2 years and levels out after 5 years.
  2. As we reported in our own guide, purchasing technology itself is not the strategy. Marketing automation software supports a demand generation strategy.
  3. The top problems are pipeline reporting and improving sales effectiveness. Marketing Automation Software analytics must get better to help analyze ROI and forecast potential results. Forecasting and attribution are possible to an extent, but the set up process is not easy and measuring the right data is problematic.
Check out the infographic below and you can read more here.

2014 Marketing Automation Effectiveness Survey [infographic] - An Infographic from Matt On Marketing
Embedded from Matt On Marketing

1 comment :

  1. Thanks for sharing the information from our survey! I believe our information works quite nicely with the incredibly valuable TrustRadius Marketing Automation Buyers Guide. The information gives customers a view of vendor performance and the challenges and expectations when using MA platforms. Good stuff!

    Brian Hansford
    Heinz Marketing