30 Shocking Marketing Automation Stats
If there’s one area of sales and marketing technology that’s en vogue for 2014, it’s hands-down the marketing automation software industry. While those of us in the B2B software marketing space might think marketing automation is old news, that’s because we’re actually the early adopters of this massive market that’s just beginning its growth trajectory. The marketing automation stats we’ve uncovered show that there’s plenty of room for expansion, and that the industry is prime for even more growth and attention in the coming year, as new industries and B2C companies jump on board.
Don’t believe me? Here are 30 shocking marketing automation stats that say otherwise:
Marketing Automation Stats: Industry Growth
1. There are 211 different marketing automation solutions on the market today (Source: Capterra) <<Tweet this stat!
2. Revenue in the marketing automation industry is predicted to grow by 60% in 2014. That’s up from 50% annual growth in 2012 and 2013. (Source: Customer Experience Matrix) <<Tweet this stat!
3. There are 947 different marketing technologies available to marketers in 2014. That’s up from ~350 in September 2012 and ~100 in August 2011. (Source:Chief Marketing Technologist) <<Tweet this stat!
4. Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Source: Focus Research via Hubspot) <<Tweet this stat!
5. Monthly Google searches for the term “marketing automation” have grown by 22% in the past year, from 3600 in February 2013 to 4400 in January 2014 (Source: Google Keyword Planner) <<Tweet this stat!
6. Despite significant consolidation in the marketing automation industry over the past 5 years– Adobe (Neolane), IBM (Unica), Oracle (Eloqua and Responsys), Salesforce.com (Pardot and ExactTarget), and Teradata (Aprimo) – it’s still thesecond largest category of marketing technologies thanks to ever-emerging new entrants to the space. (Source: Chief Marketing Technologist) <<Tweet this stat!
7. The number of marketing automation solutions listed on Capterra has grown by 17% in the past 2 years (Source: Capterra) <<Tweet this stat!
Marketing Automation Adoption Rates
8. Marketing automation software only has 3% adoption in non-tech companies. (Source: VentureBeat) <<Tweet this stat!
9. In fact, among 186,500 businesses surveyed in January 2014, only 3% used one of the four most common marketing automation systems– Eloqua, Marketo, HubSpot, or Pardot. (Source: Mintigo) <<Tweet this stat!
10. 25% of B2B Fortune 500 companies already use marketing automation, as do76% of the world’s largest SaaS companies. (Pardot) <<Tweet this stat!
11. 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) <<Tweet this stat!
12. Of companies that use cloud-based marketing automation tools, 50% of them use multiple marketing automation systems. (Source: VentureBeat) <<Tweet this stat!
13. 85% of B2B marketers using marketing automation platforms in 2014 feel that they’re not using them to their full potential. (Source: SiriusDecisions)<<Tweet this stat!
14. 75% of companies using marketing automation software implemented their platform in less than 6 months. 7% took over a year to implement. (Source:PepperGlobal) <<Tweet this stat!
15. Only 8% of organizations in a recent survey were using marketing automation to nurture their existing customers (Source: SiriusDecisions)<<Tweet this stat!
Marketing Automation Talent
16. There are currently more than 3,500 job openings for Marketing Automation Managers (Source: Indeed.com) <<Tweet this stat!
17. The number of marketing automation jobs has increased by 25% in just the past 4 months. In October 2013, there were 2,800 job postings with marketing automation in the description. (Source: Eloqua) <<Tweet this stat!
18. Marketing automation skills are among the most coveted digital marketing skills for 2014. However, there’s a 24% talent gap between how much marketing executives say they value marketing automation skills and how much marketing automation talent their teams actually possess. (Source: Online Marketing Institute) <<Tweet this stat!
19. 32% of marketing automation job roles are Manager-level responsibilities, followed by 21% that are VP-level roles, and then 19% that are Administrative roles (Source: Eloqua) <<Tweet this stat!Marketing Automation Buying Trends
20. 41% of B2B Marketers plan to increase their marketing automation budget in 2014. (Source: PepperGlobal) <<Tweet this stat!
21. CEOs and Business Owners are 25% more likely to be involved in a marketing automation software purchase than they are to get involved in other business software purchases. (Source: Capterra) <<Tweet this stat!
22. The top consideration factors when evaluating marketing automation software are 1. Price, 2. Product integration (CRM, social, mobile, etc.), and 3. Ease of use (Source: PepperGlobal) <<Tweet this stat!
23. In a 2014 comparison of marketing automation pricing among seven leading solutions, Infusionsoft had the lowest starting price at $199/month, whileMarketo and Eloqua had the most expensive starting prices at $2000/month. (Source: Capterra) <<Tweet this stat!
24. Lead nurturing functionality is the #1 most important feature to marketing automation software buyers, followed by CRM integration and analytics/reporting. (Source: PepperGlobal) <<Tweet this stat!
25. Hubspot is the leading marketing automation platform for very small companies; Marketo is used most commonly by mid-size businesses; andEloqua is the most popular choice for large enterprises. (Source: PepperGlobal)<<Tweet this stat!
Marketing Automation Benefits
26. 63% of companies that are outgrowing their competitors use marketing automation software. (Source: Position2) <<Tweet this stat!
27. Gartner estimates a 15% savings on creative production when businesses use a marketing automation system. (Source: Gartner via Hubspot) <<Tweet this stat!
28. 78% of high-performing marketers say that marketing automation software is responsible for improving revenue contribution. (Source: Position2) <<Tweet this stat!
29. Companies using marketing automation platforms are more likely to be PPC advertisers than those that don’t. 51% of Marketo users and 46% of Eloqua users run a PPC program, compared to just 14% overall PPC campaign usage. (Source:Mintigo) <<Tweet this stat!
30. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research via Pardot) <<Tweet this stat!
Using tables and flow charts to visualise and plan automated contact strategies
Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost.Here are some common examples of event-triggered email sequences:
- Welcome sequence for a new subscriber or lead to an email list
- Welcome sequence for new customer (onboarding)
- Reactivation of customers or subscribers who lose engagement
- Abandoned shopping cart follow-up emails
- Shoppers browse or search on a site but don't buy follow-up
- Time to repurchase or replenishment emails
The great benefits of event-triggered e-mails is that once set up and tested for effectiveness, they are a low cost method of boosting response. You can let the technology take the strain since there are too many triggers and layers of segmentation to manage manually. Mark Brownlow has more on the whys and wherefores of event triggered campaigns in this post on Email Marketing Reports.
I think that the reason event-triggered emails are underused is that maybe many companies are still in a campaign mindset. To setup event-triggered email does need investment in a project to work through the relevant creative treatment and targeting for different customer actions and position in the lifecycle. Many are maybe unaware that even low-cost email marketing tools may include this feature.
How to specify event triggered email sequences
To help marketers and consultants through the process of quickly creating a campaign we have created a email sequence planning template. It was initially developed for a client who needed an event-triggered "Welcome" email sequence based around a brochure download. It's a classic inbound/permission marketing lead generation approach which can be used for B2C or B2B campaigns where access to content or a trial service is given in return for an individuals details.Some ideas to help develop contact sequences
In the remainder of this post I'll show some examples of how email sequences can be specified:Example 1. Defining a simple welcome triggered contact strategy
This top-level approach shows the sequence of messaging in different media to be automatically generated in response to different triggers forming the business rules.
Message
type |
Interval
/trigger condition |
Outcomes
required |
Medium for
message
/Sequence
| |
1
|
Welcome
message |
Guest site
membership
signup
Immediate
|
·Encourage trial of site services
·Increase awareness of range of commercial and informational offerings
|
E-mail,
Post transaction page |
2
|
Engagement
message |
1 month:
Inactive
(i.e. < 3 visits)
|
·Encourage use of forum (good enabler of membership)
·Highlight top content
|
E-mail,
home page, side panels deep in site |
3
|
Initial
cross-sell message |
1 month
active |
·Encourage membership
·Ask for feedback
|
E-mail or SMS
|
4
|
Conversion
|
2 days
after browsing content |
Use for range of services for guest members or full members
|
Phone or
E-mail. |
Example 2. Creative integration defined in contact strategy
This more detailed example shows how a personalized communication can be specified within different blocks of an template - it's part of our template for planning welcome sequences.
Email creative wireframe example from campaign
This is the creative that corresponds to the contact strategy defined above. It is simplified into clear blocks that can be tailored for different waves in the campaign. The left sidebar which has a high visual emphasis, so is good for response is fixed and covers both branding and response goals.We like the simplicity of Balsamiq for mocking up these types of layouts.
Example 3. Using a flow-chart to summarise campaign waves
This example gives a more visual representation of a multi-wave campaign through time showing the "Sense and respond" or "digital body language" approach where follow up triggered communications depend on whether the email has been open or which links have been clicked upon.
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