Basic segmentation ranks as the most broadly adopted email marketing practice among company marketers, according to the annual Email Industry Census from Econsultancy and Adestra. Some 82% of respondents worldwide (though predominantly from the UK) use basic segmentation, up from 80% last year.
Almost two-thirds of email marketers worldwide use email automation, but more advanced automation techniques are not as popular.
59% of B2B marketers worldwide cited a strong dependence on marketing automation tools.
Lead nurturing (52%) and analytics and reporting (51%) are the most valuable features of a marketing automation system.
B2B marketers using fully integrated marketing automation are more likely than their peers to report being highly efficient and effective at marketing.
While B2B marketers are having some trouble measuring the ROI of their content marketing efforts, they’re fairly clear on which capabilities can best improve the revenue contributions of those efforts.
Content creation & marketing was seen as both the most effective and most difficult inbound marketing tactic in a survey of B2B and B2C marketing professionals.
Named accounts scored highly in importance, but fared worse in budget allocation, and was last in lead scoring consideration.