Smart Spending: How B2B Marketers Are Increasing Their Automation Budgets And Efforts

Only 4% of B2B marketers consider their marketing automation to be unsuccessful efforts according to a recent Act-On survey, so it’s worth exploring how the other 96% are planning on taking advantage of and improving upon what automation is doing for their business.

The State of B2B Marketing Automation report found that three-quarters of B2B marketers are increasing their marketing automation budgets, with 19% saying they’ll be increasing it significantly.

“Adopt a cost-efficient marketing automation platform that consolidates tools and simplifies processes,” the report proffers. “Choosing an effective solution can help organizations reduce expenses while maximizing the value and functionality of their martech investments. Look for a marketing automation solution that integrates seamlessly with your existing systems, offers scalability without hidden costs, and provides analytics to optimize performance.”

Improving data quality was the primary goal identified by most marketers (44%), followed by identifying ideal customers or prospects (41%), increasing personalization (38%), and decreasing costs (35%).

(Source: Act-On)

As for where automation is currently utilized, 57% use it for email marketing, 47% for social media engagement, and 39% for content management.

“Creating an overall marketing automation strategy (51%) is the most significant challenge for B2B marketers,” the report says. “This result brings the utilization question into sharper focus: it’s simply easier for overtaxed teams to use a few of automation’s key features, such as email and content, than to implement a strategy that leverages them all. In light of the utilization and strategy challenges, working with a provider that gives personalized attention and strategic resources becomes non-negotiable.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: