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FACT SHEET
25 Marketing Automation Facts for B2B Technology Companies
25 MARKETING AUTOMATION FACTS
FOR B2B TECHNOLOGY COMPANIES
With more and more B2B companies adopting marketing
automation software, it’s becoming increasingly more difficult for
marketers to ignore. The reality is, marketing automation is
responsible for generating better qualified leads, increasing sales
opportunities, and ultimately growing sales conversions within
many organisations, not to mention reducing marketers’ time and
human error, but we’ll let the stats speak for themselves. Here
are Napier’s Top 25 B2B technology marketing automation facts.
MARKETING AUTOMATION VENDORS
1) There are 215 marketing automation
solutions currently on the market (Source:
Capterra, 2015)
2) HubSpot is the leading marketing automation
platform for small companies; Marketo is
used most commonly by mid-size business;
and Eloqua is the most popular choice for
large enterprises (Source: PepperGlobal,
2014)
IMPORTANCE OF AUTOMATION FOR B2B
3) 21% of B2B marketers find marketing
automation one of their top digital priorities
(Source: Adobe,2014)
4) B2B markers who implement marketing
automation software increase their sales
pipeline contribution by an average of 10%
(Source: Forrester, 2014)
5) 54% of companies with marketing
automation capture intelligence for the sales
team, compared to 25% of companies
without marketing automation (Source: The
Lenskold and Pedowitz Groups, 2013)
6) 66% of average performing B2B companies
indicate that their current technologies are
sufficient to scale end-to-end marketing over
the next 1-3 years (ACT-ON and Gleanster,
2015)
7) 63% of B2B marketers allocate 10-29% of
their marketing budget to marketing
automation (Source: Pepper Global, 2014)
8) By 2020, B2B customers will manage 85% of
their relationship without talking to a human
(Gartner Research, 2015)
USERS SEE REAL RESULTS
9) 91% of users believe that marketing
automation is “very important” to the overall
success of their marketing across channels
(Source: Marketo, 2015)
10) 78% of successful marketers say that
marketing automation is responsible for
improving revenue contribution (Source: The
Lenskold Group, 2013)
11) 67% of B2B marketers saw at least a 10%
increase in sales opportunities through lead
nurturing, with 15% seeing opportunities
increase by 30% or more (Source:
DemandGen, 2014)
12) Companies that automate lead management
see a 10% of greater increase in revenue in 6-
9 months (Source: Gartner Research, 2013)
13) Marketing automation drives a 14.5%
increase in sales productivity and a 12.2%
reduction in marketing overhead (Nucleus
Research, 2014)
BENEFITS OF MARKETING AUTOMATION
14) Marketers who have adopted marketing
automation suggest that the biggest benefits
are:
Taking repetitive tasks out of marketers
hand, so they can work on other
projects (36%)
Better targeting their prospects and
existing customers (30%)
Improving customer experience (10%)
Better email marketing (9%)
Reduction of human error (8%)
Lead management (4%)
Multichannel marketing (3%) (Source:
Redeye and TFM&A Insights, 2014)
15) The number 1 benefit of marketing
automation for B2B marketers is the ability to
generate more and better qualified leads
(Source: Pepper Global, 2014)
16) 74% of users believe marketing automation
has been beneficial for their company
(Source: B2Bmarketing.net and Circle
Research, 2015)
17) Gartner estimates a 15% savings on creative
production with marketing automation
(Source: Gartner Research, 2015)
INBOUND MARKETING
18) 54% more leads are generated by inbound
tactics, than traditional paid marketing
(Source: HubSpot, 2014)
19) B2B companies that blog only 1-2x a month
generate 70% more leads than those who
don’t blog (Source: HubSpot, 2014)
20) Inbound marketing costs 62% less per lead
than traditional outbound marketing (Source:
Demand Metric, 2014)
MARKETING AUTOMATION USE & ADOPTION
21) Monthly Google searches for “marketing
automation” have increased by 22% from
12,100 in February 2014, to 14,800 in
January 2015. (Source: Spokal, 2015)
22) 55% of B2B companies are adopting
marketing automation technology (Source:
Emailmonday, 2015)
23) 63% of users plan to increase their marketing
automation budget this year. (Source:
Marketo, 2015)
24) 85% of B2B marketers using a marketing
automation platform feel they are not using
it to its full potential (Source: SiriusDecisions,
2014)
25) The 5 industries with the highest marketing
automation adoption rates are 1. Software &
Internet, 2. Telecommunications, 3.
Computer & Electronics, 4. Health & Pharma,
and 5. Business Services (Source: Mintigo,
2014)
t: +44 (0)1243 531123
f: +44 (0)1243 779070
w: www.napierb2b.com
Donnington Park
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United Kingdom
Launched in 1984, Napier was one of the first agencies in
Europe to specialise in the electronics market, subsequently
expanding to help clients in a range of B2B technology
sectors. Initially a PR agency, Napier responded to the
clients’ need to manage information across every element
of the marketing mix by bringing together a team of multi-
talented and multi-lingual engineers, linguists and technical
journalists as well as PR and marketing professionals.