B2B marketers using fully integrated marketing automation are more likely than their peers to report being highly efficient and effective at marketing, per a recent report. The outlook for the marketing automation industry certainly looks bright; according to a recent forecast from Raab Associates, the market could grow by 60% this year to reach $1.2 billion. Now, newly-released survey results from Software Advice provide insights into why buyers are evaluating marketing automation software and what features they’re most interested in.
Based on almost 900 interactions with marketing automation software buyers that took place last year, Software Advice determined that buyers are most commonly evaluating marketing automation software to improve lead management, with 40% indicating this to be their primary motivation. Not far behind, 30% are basing their evaluation on a need to automate processes. Read the rest at MarketingCharts.