On average, marketers employ six different media channels to engage consumers. However consumers only interact with brands on two channels, while potential business customers interact with brands on four.
The most significant barriers to marketing automation success are the lack of an effective strategy (52 percent), the complexity of the system (42 percent), inadequate contact data quality (38 percent).
Half of the companies reported no increase at all in qualified Leads since implementing Marketing Automation, while only 19 percent saw a dramatic increase in qualified leads with marketing automation.
The top organizational goals over the next four quarters for respondents show 92 percent want to improve their qualified Lead pipeline, followed by Customer retention with 81 percent and Lead/Pipeline velocity with 66 percent.
Nearly two-thirds, 63 percent, of companies outsource all or part of marketing automation strategy planning, while 51 percent use a combination of outsourced and in-house resources, and 37 percent use in-house resources only.