Some 58 per cent of companies use marketing automation technology, according to a new Aberdeen research report.

Titled “Success Strategies in Marketing Automation”, the benchmark report discovered that 32 per cent of these companies had been using such automation technology for a period of three years or more.

On top of this, 74 per cent of companies plan to use automated marketing technology in the next 12 to 24 months.

The company research took into account more than 200 companies’ responses.

Ian Michiels, research analyst at Aberdeen, said: “These firms are often early adopters of marketing automation technologies, and they invest resources in optimising and exploiting the systems. The payoff is in the performance.”

“Best-in-Class also do more than adopt technology; they establish organizational practices around measurement and accountability for marketing initiatives.

“Best-in-Class improved year-over-year return on marketing investment 90 per cent of the time upon implementing a marketing automation solution. Laggard marketing departments spend unnecessary time on manual processes and administrative tasks which can easily be streamlined and automated with marketing automation technologies.”
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