FACT SHEET 25 Marketing Automation Facts for B2B Technology Companies 25 MARKETING AUTOMATION FACTS FOR B2B TECHNOLOGY COMPANIES With more and more ...

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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)


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)


3) 21% of B2B marketers find marketing automation one of their top digital priorities (Source: Adobe,2014)

9) 91% of users believe that marketing automation is “very important” to the overall success of their marketing across channels (Source: Marketo, 2015)

4) B2B markers who implement marketing automation software increase their sales pipeline contribution by an average of 10% (Source: Forrester, 2014)

10) 78% of successful marketers say that marketing automation is responsible for improving revenue contribution (Source: The Lenskold Group, 2013)

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)

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 69 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)

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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 multitalented and multi-lingual engineers, linguists and technical journalists as well as PR and marketing professionals.