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.
According to BusinessWire, 94 percent of marketers are extremely attracted to the benefits of AI saying a tool that provides continuous, autonomous optimization across channels would be appealing to them.
Data hygiene is still labeled a primary concern for those leveraging marketing automation; 50 percent of those who have a marketing automation platform (MAP) rank data hygiene as their top data challenge.