The desire to track the cross-channel consumer is presenting big email marketing challenges.
Just 24% of marketing professionals worldwide reported using marketing automation extensively.
Just under 13% of respondents said they had successfully automated 75% or more of their sales and marketing processes.
Nearly eight in 10 client-side marketers said they would increase digital marketing technology spending in 2015, vs. 70% in 2014.
Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities.
An overwhelming percentage of B2B marketers saw benefits from marketing automation in the area of improved lead management and lead nurturing.
Marketing automation software revenues worldwide would grow to $5.50 billion in 2019, up from $3.65 billion in 2014.
Lead nurturing (52%) and analytics and reporting (51%) are the most valuable features of a marketing automation system.
Customer experience outranks them all as marketers’ most exciting opportunity this year followed closely by content marketing.
CRM software won out by 6 percentage points.