Delivering personalized content is the most challenging barrier to marketing automation success, though the integration of all marketing systems is a close second, according to a report from Ascend2. Despite the difficulties marketers are having delivering personalized content, the vast majority say that content personalization driven by marketing automation is in fact improving.
The survey was fielded among 250 marketers worldwide, who were fairly evenly split between a B2B (40%) and B2C (33%) focus, with the remaining 27% targeting B2B and B2C equally. The vast majority of respondents are from companies with at least 50 employees.
The delivery of personalized content is one of the top priorities for marketing automation optimization, per the report, though it falls behind more general goals such as creating a successful strategy and improving the user experience. Read the rest at MarketingCharts.