When it comes to marketing activities such as email frequency, program design, reporting, landing pages and data hygiene, marketing automation users score a "C."
That was the conclusion of the Spear Marketing Group’s State Of Marketing Automation Maturity Report, a survey designed to gauge the maturity of marketing automation deployments within the B2B community.
The survey asked marketing operations managers and other B2B marketing executives to rank their current marketing automation deployment in 33 separate categories relating to either key software functionality, or generally accepted best practice.
Respondents were then assigned a grade based on how many of their responses aligned with those best practices. Collectively, the responses averaged to a "C."
"When we launched the survey we suspected, based on our work with marketing automation clients and other, anecdotal evidence, that underutilization of marketing automation software was fairly common," said Spear President Howard J. Sewell. "To a large extent, the survey confirmed those suspicions, though in fairness, responses to individual questions tell a more complex story."
Some of the key findings in the report include:
- 77% of respondents indicate they measure pipeline contribution from specific campaigns;
- More than two-thirds (68%) employ both behavioral and demographic lead scoring;
- 85% of those surveyed said they currently segment email campaigns based on persona;
- 40% of respondents employ no type of immediate auto-responder (follow-up email) to new leads;
- More than half (54%) of respondents indicated that more than 25% of their database is old, inaccurate, or otherwise unusable; and
- Almost three-fourths (74%) indicated that fewer than 50% of their email campaigns are triggered or automated vs. one-off "batch" campaigns.
Click here for a complete copy of the report.