Study Finds That Marketing Automation Is A High Priority For SMB Firms

Published: July 25, 2012

The study also found that five vendors – Marketo, HubSpot, Genius, Eloqua and SalesFusion – have the strongest presence in the midsized business market.

Other notable finding from the study include:

–          SMBs report several tangible benefits from marketing automation; 49% say they are better able to manage sales leads and 46% have seen an improvement in demand generation.

–          42% of the SMBs surveyed said marketing automation has improved their marketing ROI.

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–          Of the 16 features available in a typical marketing automation solution, SMBs use an average of 7.7 and plan to add another 3.6 during the coming year.

–          The top marketing automation components currently used by SMBs include email marketing, campaign management, message personalization, SEO and CRM integration.

In addition, the study found that SMBs are making a significant investment in their marketing automation solutions: Depending on a firm’s size an industry vertical, average budgets range from $260 per month to nearly $4,000 per month, with anywhere from 2-25 users per firm.

The study, conducted by Techaisle, a SMB technology research organization, included a global sample of SMBs representing 25 countries. Respondents included B2C and B2B firms with between 1-1000 employees.

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