Have you ever wondered why, according to current research, nearly 75% of marketers use at least one marketing automation tool (Social Media Today, 2019) and as many as 67% of them use at least one marketing automation platform (Salesforce, 2017)? Only one in ten respondents do not intend to spend money on marketing automation in the coming year (Liana Technologies, 2017). What is this phenomenon about? This time, let’s focus on numbers from different sources and let them speak. The conclusions should come by themselves.
What Marketers say
70% of marketers consider targeting messages as the most important benefit of marketing automation. Increased leads (37.7%), better quality (37.7%), and improved customer experience (up to 45.9%) are also seen as significant benefits (Liana Technologies, 2017). 64% say automation and email marketing contribute to better sales results (thuiswinkel.org, 2019). 30% consider automation to be essential in achieving success in the lead generation process (Ascend2, 2017). Surprisingly, only 24% prioritizes the integration of automation tools with sales (Adestra, 2017). Given the clear trend in this direction, it may be either wrong thinking or the data is no longer valid due to the two years that have passed. On the other hand, it is refreshing that as many as 63% predict that they will feel the benefits of automation already within six months from the implementation (Ascend2, 2016). Given the statistics saying that only 8% of companies experience an increase in revenue within six months of implementing marketing automation, this assumption may seem optimistic. Still, when you take a look at the number after 12 months, you will find that 32% of companies see an improvement in revenue (b2bmarketing.net, 2015). Considering that the increase in revenue is a final result, and all other benefits should be noticeable before it, one can be rather calm about the positive impact of automation on the condition of companies that use it.
Already in 2015, 33% of respondents declared that they implemented marketing automation software in their companies, and nearly 50% planned to do it immediately, within the next year or later. In 2017, 21% of marketing leaders declared the implementation of marketing automation platforms in the next two years (Salesforce, 2017). Interestingly, as many as 63% of companies used external specialists for planning marketing automation three years ago (Ascend2, 2016). This clearly shows how important the existence of companies like CRM Designer is and how much trust they gain. In such a dynamic industry, specialization is essential, and many executives understand that it is better for them to hire external professionals than continuously spend money on educating and employing their own. Importantly, the outsourcing service associated with marketing automation is not seen as too expensive. Only 11% of respondents complain that prices are too high, 22% are not fully satisfied with the costs, but they appreciate the benefits, while as many as 47% consider the costs fair (VB Insight, 2015).
Marketing Automation in numbers:
The overall revenue of the marketing automation systems market was about 750 million USD in 2013, it rose to 5.1 billion USD in 2018, and it is estimated to reach over 14 billion USD in 2024 (SharpSpring, 2019). These numbers clearly show an average of 20% growth annually. Also, the overall spendings on marketing automation show real potential. In 2017 the number was 11.4 billion USD, and it is predicted to be about 25 billion USD in 2023 (Forrester, 2018). It seems clear that firms that already use marketing automation want to make further investments. Already in 2015, 63% of the companies that consider themselves successful with marketing automation planned to spend more on it (Marketo & Ascend2, 2015). 55% of marketing decision-makers declare they will increase their spendings on martech, and 38% will keep their expenses at the same level (Forrester, 2018). 40% of the marketers that don’t use marketing automation tools yet, express interest in investing in them during the upcoming year (Liana Technologies, 2017). Importantly, in the context of tools intended for the B2B sector (like Salesforce Pardot), respondents representing B2B companies were already 20% more willing to use marketing automation in 2015 than average respondents (ACT-ON and Gleanster Research, 2015). 60% of B2B marketers consider better user experience and relevance of communications as the most significant advantage of marketing automation. 59% appreciate lead qualifying, 57% value more leads generation, and 52% like the improved conversion rates (Communigator and SmartInsights, 2019).
All these numbers show global trends in marketing and considering the list of benefits associated with new martech tools – this should not come as a surprise.