An estimated $7.4 billion worth of inventory will be transacted through automated (including RTB) platforms this year in the US.
More than half of advertisers said programmatic approaches could help them more effective target consumers across all the digital media they consume.
While 79% of respondents currently use segmentation, more than nine in 10 plan to do so in the next two years.
Just 16% of B2Cs and 14% of B2Bs reported using marketing automation extensively to manage their inbound marketing.
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.
Customers that used at least one automated distribution method experienced a conversion rate 87% higher than those who manually or otherwise assigned their leads.
85% of PPC professionals will focus more on conversion rate optimization next year, compared to just 2% who will focus less on this area.
Most marketers tend to agree that the basic use of marketing automation is insufficient for persuading today’s B2B decision-makers, and relevance is key.
Marketing automation had the largest year-over-year growth of any area in B2B marketers’ budgets with 233%.
B2B marketers are eyeing marketing automation with a renewed focus.