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A Look at the 2015 Marketing Automation Landscape

In April 2015, Regalix released a new report highlighting the most recent state of the marketing automation industry. The survey touched B2B marketers across the globe, and found that a full 79% use marketing automation in some form. This is in line with predictions from Salesforce that marketing automation will be amongst the most piloted marketing technologies of 2015.

So what did the report find about how marketing automation is meeting the goals of today’s B2B marketers? Let’s start with their objectives, first.

Top B2B Marketing Automation Objectives of 2015

The top three objectives of B2B marketers using marketing automation (outlined in the chart below) all have one thing in common: they all have to do with optimizing the lead flow process.

59% of B2B marketers worldwide cite a strong dependence on marketing automation tools to optimize the lead conversion process.

Screen Shot 2015-06-09 at 7.59.15 AM

As you can see, marketers primarily desire to use marketing automation to nurture their leads through the sales pipeline, improve the overall quality and number of their leads, and boost their sales. The Regalix report goes on to reveal that according to these same B2B marketers, marketing automation has been successful in meeting these objectives.

Top Marketing Automation Benefits of 2015

In fact, the top objectives of today’s marketers map almost directly to the main benefits that they’re achieving using marketing automation, as shown in the chart below. According to the Regalix study, 84% of marketers report that the top benefit of marketing automation is increased lead generation, while more than 70% further report that main benefits include greater insight into their leads, increased marketing efficiency, and improved lead scoring and nurturing.

Screen Shot 2015-06-09 at 7.59.37 AM

The Future of Marketing Automation

The Regalix study backs up claims made by Raab Associates that the marketing automation industry is growing (Raab Associates reports that marketing automation industry revenues have grown 50% year over year, reaching $1.2 billion in 2014 and a predicted $1.8 billion in 2015). In fact, 62% of respondents to the Regalix study plan to increase their marketing automation budgets over the next year — a number that’s in line with the 2015 State of B2B Marketing report released by Salesforce Marketing Cloud, which found that 66% of B2B marketers worldwide plan to increase their investment in marketing automation (tying “content marketing” for the number one spot).

Ranked equally at 66%, marketing automation is helping B2B marketers traverse the massive amount of real-time data available, using it to create more efficient and effective 1:1 customer journeys.

2015 State of B2B Marketing, Salesforce

Want to read more about current trends and industry research? Take a look at these recent write-ups on the Pardot blog: