According to an eMarketer study, 52% of B2B marketers claim to have fully adopted marketing automation into their sales and marketing activities. The remaining 48% are split between partial adoption (anything from a simple “thanks for registering” autoresponder to a near full implementation) and no adoption at all.
Those who have yet to completely implement marketing automation often have questions about the process: How should I go about implementing marketing automation? What kind of governance/expertise will I require? Do I need new personnel? How long will it take? When will I start seeing results? What results can I expect?
Today’s infographic attempts to answer all these questions. It comes to us from Adecco. In this lengthy infographic, a couple of key insights stand out. First, marketing automation has a variety of benefits that bridge different shareholders – better alignment of marketing and sales, better synergy between channels, improved personalization for prospecting, and better measurement and reporting throughout the whole marketing process. Second, marketing automation is becoming the norm rather than the exception. As the infographic says, adoption rates are expected to rise 50% in just the next year. The aforementioned benefits will transform from bonuses for savvy early adopters to burdens for those who fail to adopt.
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Let us know what you think:
- Has your company implemented marketing automation?
- Are the results described in the infographic consistent with your findings?
- What’s the most important factor for success with marketing automation?