Marketing automation adoption is high among business-to-business (B2B) marketers. According to April 2015 research by Regalix, 79% of B2B marketers worldwide used marketing automation. And in a November 2014 study by Webmarketing123 among B2B marketing professionals in the US only, 55% said they had a marketing automation system in place—well ahead of the 35% of business-to-consumer marketers polled.
Regalix’s study found that B2Bs were all about leads when it came to marketing automation. When asked about the key marketing automation objectives their company was trying to pursue, the top three responses each related to this process: improving lead nurturing (82%), improving lead quality (76%) and increasing lead generation (74%). Upping sales revenues was the No. 4 objective, at 53%, while no other option broke the 50% mark. Read the rest at eMarketer.