News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
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.
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
- "Fat" ads slowing down publishers' websites
- IoT making impact on business but barriers remain
- CPG brands spending more on digital ads than traditional
- Mobile video content more effective on publishers' website than social
- Email open rate in UK higher on tablets than US
- IAB: No YoY rise in UK ad-blocking
- Report: Over half of Millennials have or will use Bots
- Report: Finances key to engaging Boomers
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...