The Spotlight: There are a ridiculous number of tools available for marketers today, especially for marketing automation. But just because the technology is out there doesn’t mean it’s getting the job done. So who IS using marketing automation? And is it improving their results?
Marketing tech vendors
The number of marketing tech vendors has grown 1,776% in less than four years.
Source: Chiefmartec Marketing Technology Landscape 2012, 2014 & 2015.
By 2014, over 200 of those marketing technology vendors focused on marketing automation.
Source: Capterra
Marketing automation is growing fast, with 50% year over year revenue growth for the last few years and a total market estimated at $1.8B.
Source: Raab Report
Leads by vehicle
And no wonder. Marketing automation is more effective than regular ol’ email.
Source: Data normalized based on Autopilot 2015 Marketing Automation Performance Report
Yet 44% of marketers have never heard of it.
Source: Autopilot 2015 Marketing Automation Performance Report
In fact generic “email blasts” are the most popular marketing tool.
Key marketing tools in 2015
Despite the fact that year over year CTR performance has been declining steadily.
Source: Experian
Still, marketing automation is catching on.34% of marketers are trying it this year.
Source: Salesforce 2015 State of Marketing Report
Which is great, since marketing automation increases conversions for more than three-quarters of users!
Source: VentureBeat
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