Marketing automation tools are being used with a number of important objectives in mind, and have been generally successful in achieving those objectives, according to a new report from Ascend2 and its Research Partners based on a survey of 291 marketing, sales and business professionals from around the world, three-quarters of whom are B2B-focused. The most commonly-cited objectives were improving marketing productivity (45%), increasing sales revenue (44%), increasing lead generation (42%) and improving lead nurturing (41%); only 7% rated marketing automation as not being successful in meeting their objectives.
Beyond productivity and lead-focused objectives, fewer respondents are looking at marketing automation to improve marketing-sales alignment. Indeed, recent research from Regalix suggests that while half see marketing-sales alignment as a benefit of marketing automation use, it’s a secondary benefit behind lead management and nurturing. Read the rest at MarketingCharts.