Everyone is talking about it. Is this going to be mandatory soon, like having a website? We don’t have all the answers, but with a plethora of platforms (say 5x fast) you can pick the level of complexity and your price point. So lets start at what is it? Here’s a nice working definition from Marketo:

Marketing automation enables companies to streamline, automate, and measure marketing tasks in order to increase revenue and organizational growth.

Revenues for B2B  marketing automation systems increased 60% to $1.2 Billion in 2014, compared to a 50% increase the year before. In the last 5 years, the industry has grown 11-fold as corporations continue to find value in the key features that marketing automation has to offer.

As the industry rapidly matures, the foundations of a great marketing automation platform are pretty much agreed upon and best practices for marketing automation implementation also continue to solidify.

Top 5 Benefits of B2B Marketing Automation

  1. Increased lead generation
  2. Better prospect and lead insight
  3. Increase in efficiency
  4. Enhanced lead scoring, nurturing and distribution process
  5. Improved lead quality

Only 8% of senior-level B2B marketers stated that their marketing automation efforts were not effective – who is to blame? the solution, or bad implementation and use. These are complex systems with a lot of moving parts that require a great strategy and content to drive them. I think too many companies focus on the sales results the platforms are promoting and don’t focus enough attention on the resources and time it took to get there.