Adoption of marketing automation technologies set to soar in next two years
Key findings from the Aberdeen Group "Success Strategies in Marketing Automation" report 2007.
The adoption of marketing automation technologies is growing rapidly across the globe as a quarter of all organisations, and more than half (58 per cent) of top-performing ones, now use an automated system to streamline and improve their marketing efficiency, a groundbreaking new report reveals.
Of the one in five organisations classified as top-performing or ‘Best-in-Class’, a further 16 per cent plan to introduce marketing automation technologies within the next 12 to 24 months, according to research conducted by Aberdeen Group, and sponsored by Orbis, a leading global provider of Marketing software (MRM).
"The rapid uptake of marketing automation technologies particularly by the world’s most competitive companies is indicative of the intense pressure marketing departments are under to continually improve the return on marketing investment to sustain competitive edge," said Orbis CEO, Grant Halloran.
"Wasting time on manual marketing tasks which can be easily automated and streamlined is simply inefficient. Stripping out these inefficiencies allows marketing departments to become far more effective in competing in today’s fast-moving environment."
"Organisations are largely dependant on the marketing function for growing the business and driving the customer experience. Automation and structure are essential components to achieving replicable best practices," said Ian Michiels, the Aberdeen Group Senior Research Analyst who led the research.
Other key findings from the report include:
- Best-in-Class organisations are seven times more likely than Average and Laggard organisations combined to achieve greater than 100 per cent return on typical marketing campaigns.
- Best-in-Class organisations improved year-over-year return on marketing investment 90 per cent of the time upon implementing a marketing automation solution.
- 21 per cent of Best-in-Class organisations reduced the year-on-year cost per lead by greater than 10 per cent (versus 6 per cent for Average and Laggard organisations).
- Best-in-Class organisations reduced year-on-year average production time on projects 31 per cent of the time upon using a workflow automation solution for more than a year.
- Half of Average companies are using marketing automation technologies, and an additional 32 per cent intend to use them in the future.
- Nearly 70 per cent of ‘Best-in-Class’ organisations who had adopted marketing automation technologies had only done so within the last three years.
- Poorer performing organisations, or Laggards, typically have marketing environments that are greater than 80 per cent manual.
The research found companies most benefit through automation of marketing workflow systems to standardise creative design, approval processes and marketing content distribution; campaign budgeting; and project management. Web-based marketing dashboards were also common in half (52 per cent) of Best-in-Class organisations providing company-wide visibility to best-practice marketing resources, knowledge and procedures.
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