The MarTech boomDoes more tech mean better results?

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

1003509471876Aug 2011Sep 2012Jan 2013Jan 20150500100015002000

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

2.150.1100No SoftwareEmail SoftwareMarketing Automation050100150

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

61%48%47%40%20%16%13%Email blastsIndividual emailsCallsDirect mailBasic automated emailsOtherMarketing automation0%20%40%60%

Source: Autopilot 2015 Marketing Automation Performance Report

Despite the fact that year over year CTR performance has been declining steadily.

Q1’13Q2’13Q3’13Q4’13Q1’14Q2’14Q3’14Q4’14Q1’15-30%-25%-20%-15%-10%-5%0%

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!

77% INCREASE IN CONVERSIONS23% NO CHANGE

Source: VentureBeat

Databox Spotlights are data-based narratives that share a point of view on a wide range of topics. We highlight the points that matter most in each story, and aim to make them fun, interesting, and useful... or at least one of the three!

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