Marketing automation has become mainstream in 2014, and a new report from Aberdeen Group reveals the state of its adoption by marketers from a survey conducted earlier this year. These stats show that while many marketers have bought into the promise of these sophisticated tools to create and measure new business, many still don’t have the right alignment of processes and people to be truly effective.
Download the full report, “State of Marketing Automation 2014: Processes that Produce” by Trip Kucera of Aberdeen Group.
1. Nearly 70% of businesses in our study are either using a marketing automation platform (MAP) or currently implementing one.
2. 43% of companies using a MAP have been doing so for over 4 years.
3. 19% of those surveyed indicated they had switched MAP providers recently or were currently in the process of doing so.
4. Best-in-Class companies are 67% more likely to use a marketing automation platform.
5. Best-in-Class companies are getting more from their MAP investment, using more functional capabilities offered by these platforms.
6. 68% of Best-in-Class companies are using lead scoring, compared to just 28% of Laggard firms.
7. Best-in-Class firms are more than 2X more likely to use lead nurturing with a MAP than Laggard firms (68% vs. 27%).
8. Best-in-Class firms are more than 4X more likely utilize database segmentation and targeting with a MAP than Laggard firms (78% vs. 23%).
9. The #1 reason for not implementing a marketing automation platform is a lack of mature marketing practices / processes, as indicated by 45% of the respondents not using a MAP.
10. The #1 pressure in demand generation is developing the volume of content required to support programs.
11. Nearly three-quarters (74%) of Best-in-Class companies have clearly defined lead management processes, compared with well below half of Industry Average or Laggard companies.
12. 95% of Best-in-Class companies rate the ability to score leads for sales prioritization as a four or five on a one-to-five value scale.
13. 88% of top-performing companies are effective in their ability to route “hot” leads to Sales, vs. 57% of All Others.
14. 45% of companies are taking advantage of lead nurturing capabilities in their MAP, including just 68% of Best-in-Class companies.
15. Best-in-Class companies saw a 36% conversion rate from marketing response (raw lead) to marketing-qualified lead (MQL) vs. 18% for All Others.
16. 53% of marketing-generated leads by Best-in-Class companies are accepted by sales, vs. 27% by All Others.
17. 73% of Best-in-Class companies integrate marketing campaign results with their CRM or sales automation (SFA) system, vs. 48% of Laggard firms.
18. Best-in-Class companies are 4X more likely to measure the close rate of marketing-generated leads than Laggard firms (65% vs. 21%).
19. Laggard firms are over 2.5x less likely to integrate their marketing automation platform with CRM / SFA to enable pipeline and revenue metrics for marketing (25% vs. 64%).
20. Best-in-Class firms are 136% (or more than 2X) as likely to have a process to determine the number of marketing-generated leads needed to reach specific pipeline or revenue goals than Laggard firms (59% vs. 25%).
21. 65% of Best-in-Class companies have a dedicated marketing operations resource in place, compared with 51% of All Others.
22. Best-in-Class companies reduced marketing-to-close cycle time by an average of 49%, compared with a 30% improvement by All Other companies.
Do you think these stats reflect what you’re seeing in the field? Let us know in the comments below.