To drive greater engagement with email, whether on desktop or mobile, companies are using marketing automation via triggered messaging.
77% said the site was well-suited both to engaging existing customers and attracting new ones.
Only 24% of leading B2B companies use immediate autoresponders for their marketing automation programs.
More than eight in 10 of those polled named mobile media as a target for increased focus, while just over three-quarters of respondents said the same for social media.
35% of respondents thought social media presented one of the most exciting digital opportunities in 2013, a significant drop from the 54% who said the same in 2012.
Content marketing has climbed to the top of the list of importance in terms of emerging digital trends, named as a top priority for 2013 by 39% of respondents.
Almost all B2B companies suffer from contact databases that are “unreliable” (64%) or “questionable” (34%).
Mobile outpaced other hot trends such as social media (13%), digital (12%), free information/free content (6%), and big data (4%).
Presented with a list of digital-related opportunities and asked to name the three most exciting for their organizations this year, 43% of digital marketers pointed to mobile optimization.
A good portion of respondents were spending more than 5% of their total marketing budget on Big Data tools and initiatives; 36% spent 5% or less.