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BizReport : Ecommerce : May 28, 2014

Few B2B firms have adopted marketing automation technology

Marketing automation businesses have tremendous opportunity for growth given that very few B2B companies in the U.S. currently use the technology, according to new data released by SiriusDecisions.

by Helen Leggatt

It may well be a hot topic right now, but the implementation of marketing automation technology remains low. According to SiriusDecisions' study, just 16% of U.S. B2B companies use it.

In the health industry adoption is as low as just 2%, and even within the finance and manufacturing industries it is in single digits.

"I always knew the adoption rate was low but I didn't think it was that low, to be quite frank," said SiriusDecisions technology practice director Jay Famico in an interview.
However, and perhaps not surprisingly, among I.T. businesses adoption of marketing automation is much, much higher - around 65%.

According to Famico, marketers that don't adopt marketing automation will be an endangered species in a matter of years, describing a "growing divide" between those who know how to use it and those that don't.

"This will manifest in an uptick in the number of job postings that request marketing automation expertise," said Famico. "Marketers who lack marketing automation expertise will need to gain this competency or risk being marginalized."

Image via Shutterstock

Tags: marketing automation, software, tools

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