Exclusive survey: Lack of resources impedes marketing automation adoption

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB

While awareness of marketing automation platforms is high among marketers and the proliferation of digital channels increasingly demands the assistance of technology, only 44% of b2b marketers have implemented some form of automated marketing, according to a new study by BtoB.

“I’m not shocked or blown away by the findings,” said Jeff Chamberlain, VP-b2b business solutions marketing at automated marketing solutions provider Aprimo Inc., a sponsor of the study. “But marketers are starting to consider marketing automation as mission-critical.”

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