Marketing automation will only get bigger in the coming years as marketers grow more comfortable with the technology. Currently, though, usage has a decent way to go. In a December 2014 study by Ascend2, just 24% of marketing professionals worldwide reported using marketing automation extensively. Other responses did indicate a more advanced future though, as 35% had a limited use of marketing automation and 34% who weren’t using it said they planned to in the future.
Increasing sales revenues and lead generation were the most important objectives of a marketing automation strategy, each cited by 47%, followed by improving lead nurturing (44%), customer engagement (37%) and marketing productivity (33%). Though personalization is hot, just 25% ranked improving campaign targeting as an important objective. Read the rest at eMarketer.