B2B Companies Have Yet to Realize Potential of Marketing Automation

May 29, 2014 - 1 minute read

Shockingly few B2B firms have adopted marketing automation technology, proving many companies still have a long way to go before truly embracing inbound marketing. Helen Leggatt details the trend on BizReport.

It may well be a hot topic right now, but the implementation of marketing automation technology remains low. According to SiriusDecisions‘ study, just 16% of U.S. B2B companies use it.

In the health industry adoption is as low as just 2%, and even within the finance and manufacturing industries it is in single digits

“I always knew the adoption rate was low but I didn’t think it was that low, to be quite frank,” said SiriusDecisions technology practice director Jay Famico in an interview.

Despite the overall numbers, marketing automation software has gained significant traction with B2B technology companies. Among IT businesses, the adoption rate is 65 percent.

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