Survey: Why and what companies are looking for in Marketing Automation
Posted: Mon Dec 09, 2024 9:39 am
According to a new report from Software Advice , a division of Gartner, as many as 98% of software buyers in small and midsize businesses are looking for Marketing Automation software for the first time .
The first highlight that emerges from this study is that the Marketing Automation industry continues to grow EBOOK 8 SPANISH DELIOas a result of the growing awareness of marketers about how this type of software can be useful to get closer to their customers and improve their sales.
In the Software Advice study , 47% of the companies studied still use manual marketing methods, 17% use industry-specific software, and 15% have CRM software for customer management.
Many of these software buyers were evaluating new solutions because their current methods were not working optimally for them. Among the reasons driving evaluation of a Marketing gambling data taiwan Automation tool , 27% wanted to improve their lead management, 15% were unhappy with their current system, 13% needed software with greater breadth and depth of functionality, and 8% needed to automate their processes.
10% of these buyers were driven by the pressure of their company's growth as a driving force behind their decision to invest and seek automation solutions.
In terms of the features that these evaluators wanted in their new marketing automation system, Contact Management wins by a landslide with 74% , followed by the possibility of running Email Marketing campaigns (55%) or tracking and collecting information on leads (43%).
Source: Software Advice Survey
From this study, it has been striking to many marketers that automating the company's Social Media is one of the last priorities for Marketing Automation software buyers. Angela Hausman -owner of the digital marketing agency Hausman and Associates- points out that <<the way marketers view Social Media is changing. They are abandoning the idea that social media marketing is a single activity, to having a more digital vision of marketing where social media is one of many other integrated components>>.
These new perspectives, from my point of view, reveal the growing concern of companies to know their customers, to be able to collect data and, above all, to use it to offer personalized and relevant experiences for each client .
An interesting challenge also arises for Marketing Agencies that will have to help their clients adopt these new technologies.
The first highlight that emerges from this study is that the Marketing Automation industry continues to grow EBOOK 8 SPANISH DELIOas a result of the growing awareness of marketers about how this type of software can be useful to get closer to their customers and improve their sales.
In the Software Advice study , 47% of the companies studied still use manual marketing methods, 17% use industry-specific software, and 15% have CRM software for customer management.
Many of these software buyers were evaluating new solutions because their current methods were not working optimally for them. Among the reasons driving evaluation of a Marketing gambling data taiwan Automation tool , 27% wanted to improve their lead management, 15% were unhappy with their current system, 13% needed software with greater breadth and depth of functionality, and 8% needed to automate their processes.
10% of these buyers were driven by the pressure of their company's growth as a driving force behind their decision to invest and seek automation solutions.
In terms of the features that these evaluators wanted in their new marketing automation system, Contact Management wins by a landslide with 74% , followed by the possibility of running Email Marketing campaigns (55%) or tracking and collecting information on leads (43%).
Source: Software Advice Survey
From this study, it has been striking to many marketers that automating the company's Social Media is one of the last priorities for Marketing Automation software buyers. Angela Hausman -owner of the digital marketing agency Hausman and Associates- points out that <<the way marketers view Social Media is changing. They are abandoning the idea that social media marketing is a single activity, to having a more digital vision of marketing where social media is one of many other integrated components>>.
These new perspectives, from my point of view, reveal the growing concern of companies to know their customers, to be able to collect data and, above all, to use it to offer personalized and relevant experiences for each client .
An interesting challenge also arises for Marketing Agencies that will have to help their clients adopt these new technologies.