When it comes to the best marketing technology, there is no single winner; however, there are many worthy nominees. Marketing automation is one tool that falls within this category, and new data from Ascend2 and its research partners suggests that the technology is playing a leading role in many professionals’ marketing ensembles.
According to the “Marketing Automation Trends Survey Summary Report,” 71% of the 239 marketers surveyed say they use marketing automation limitedly or extensively, and three fourths of respondents say it’s very important to their marketing performance.
One of the most alluring aspects of marketing automation is its ability to play a variety of roles. Consider: 61% of respondents cite increased lead generation as one of their top marketing automation strategy goals, and more than half (57%) use the technology to improve lead nurturing. However, internal barriers—like inefficient strategy and data—can steal the spotlight.
To see what kind of role marketing automation can play in your business, check out the infographic below.
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