Is your B2B business considering implementing a marketing automation platform, like HubSpot?
There's never been a better time.
Platforms like HubSpot are evolving rapidly into marketing neccessities, separating laggards from the top performers.
But don't just take my word for it. Read on for 30 B2B marketing automation statistics you need to know going into 2015.
I've grouped the statistics under 4 categories (benefits, reasons for purchasing, usage and adoption), and summarise each group before listing the individual stats.
B2B marketers which implement marketing automation software see their contribution to the sales pipeline increase by an average of 10%. 63% of companies that are growing faster than their competitors use marketing automation , and 78% of successful marketers state that marketing automation is most responsible for increasing revenue contribution.
When companies use marketing automation software, they convert 53% more leads into marketing qualified leads, and report revenue growth on average 3.1% greater than companies which haven't implemented a marketing automation platform yet.
68% of top companies use lead scoring (a marketing automation feature), in comparison with just 28% of laggard organisations. Top companies also convert double the number of leads into marketing qualified leads .
1) B2B marketers who implement marketing automation software increase their sales pipeline contribution by an average of 10% - Forrester Research "The Forrester Wave Lead-To-Revenue Management Platform Vendors" (2014)
2) 63% of companies growing faster than their competition use marketing automation - The Lenskold Group "2013 Lead Generation Marketing Effectiveness Study" (2013)
3) 78% of successful marketers say that marketing automation is most responsible for improving revenue contribution - The Lenskold Group "2013 Lead Generation Marketing Effectiveness Study" (2013)
4) Companies who use marketing automation convert 53% more leads to marketing qualified leads, and report revenue growth 3.1% higher than non-users - Aberdeen Group "Marketing Lead Management: From The Top of The Funnel to The Top Line" (2012)
5) 68% of best-in-class companies use lead scoring (a marketing automation feature), in comparison with 28% of laggard firms - Aberdeen Group "State of Marketing Automation 2014: Processes that Produce" (2014)
6) Best-in-class companies convert 36% of leads to marketing qualified leads, compared with 18% for all other companies - Aberdeen Group "State of Marketing Automation 2014: Processes that Produce" (2014)
7) Companies who are marketing automation high performers have a lead-to-sale rate 1.6x the rate of their competitors. They also have a 1.4x better customer acquisition cost - PR20/20 "Marketing Score Report" (2013)
8) Marketers who have adopted marketing automation suggest that the biggest benefits are:
- Taking repetitive tasks out of marketers hands, so they can work on other projects (36%)
- Better targeting their prospects and existing customers (30%)
- Improving customer experience (10%)
- Better email marketing (9%)
- Reduction of human error (8%)
- Lead management (4%)
- Multichannel marketing (3%)
- Redeye and TFM&A Insights "The Marketing Automation Report 2014" (2014)
9) The #1 benefit of marketing automation according to B2B marketers is the ability to generate more and better quality leads - Pepper Global "Marketing Automation Trends Report 2014" (2014)
10) 67% of B2B marketers that use lead nurturing see a 10% or greater increase in sales opportunities throughout the funnel; 15% see opportunities increase by 30% or more - DemandGen "The 2014 Lead Nurturing Benchmarking Study" (2014)
11) 75% of companies using marketing automation see ROI in just 12 months - Focus Research (2013)
Reasons for Purchasing
Organisations are buying marketing automation software in order to increase revenue (79%), and generate better quality sales leads (76%). When choosing a marketing automation platform, the most important factors companies consider are price, integrations with other software, and ease of use.
12) 86% of marketers said "ease of use" was the most important criterion when choosing a marketing automation platform - Regalix "The State of Marketing Automation" (2014)
13) The most important criteria marketers used for selecting a marketing automation system are: a) price, b) product integration (e.g. social media tools, CRM, etc), c) ease of use - Pepper Global "Marketing Automation Trends Report 2014" (2014)
14) CMO's at top-performing organisations state that the most important reason for implementing a marketing automation platform was to increase revenue (79%) and generate better quality leads (76%) - Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)
Most companies who purchase marketing automation software integrate it with their CRM system (89%), centralising customer intelligence. Of companies which use marketing automation software, the most commonly used features are email marketing (89%), lead nurturing (84%), integrations with other software (80%), and cross-channel campaign-management (82%).
Over half of organisations which have adopted a marketing automation platform have adopted more than one, and the majority of marketers (85%) feel they could get better use from their marketing automation software.
15) 45% of companies use lead nurturing functionality within their marketing automation platform - Aberdeen Group "State of Marketing Automation 2014: Processes that Produce" (2014)
16) 89% of respondants who have deployed marketing automation systems have integrated it with their CRM systems - ResearchCorp "Demand Generation Adoption Survey" (2014)
17) The most commonly used marketing automation features are email marketing (89%), lead nurturing (84%), integrations with other software (CRM, mobile, social media, etc) for centralising customer intelligence (80%) and cross-channel campaign management (82%) - Regalix "The State of Marketing Automation" (2014)
18) Just 3% of businesses are using one of the major four marketing automation platforms (Eloqua, Marketo, HubSpot or Pardot) - Mintigo "State of The Marketing Technology Industry" (2014)
19) Of companies using marketing automation software, more than half use more than one system - VentureBeat "Marketing Automation Index Update" (2014)
20) 85% of B2B marketers using a marketing automation platform feel that they're not using it to its full potential - SiriusDecisions "Increasing Adoption of Marketing Automation Platforms" (2014)
Marketing automation is being adopted by organisations at faster rates than ever before, with approximately 11 times more companies using marketing automation now than in 2011. 42% of organisations are planning to increase their spend on marketing automation software.
Of top-performing companies, 79% of them have been using marketing automation for more than 2 years. The best companies are 67% more likely to use marketing automation.
In summary, companies that adopt marketing automation software perform better, but the majority of small-medium sized organisations are slow to make the jump. Just 3% of organisations turning over less than $5m, and 5% of companies turning over $5-$20m having adopted marketing automation software. Enterprises turning over in excess of $500m are the biggest adopters to date, with a 60% adoption rate.
21) Approximately 11 times more B2B organisations are using marketing automation now, than in 2011 - SiriusDecisions “B-to-B Marketing Automation Study” (2014)
22) 42% of CRM users are planning to increase their marketing automation spending - Software Advice “Customer Relationship Management Software UserView” (2014)
23) 79% of top-performing companies have been using marketing automation for more than 2 years - Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)
24) 53% of B2B organisations surveyed have adopted marketing automation systems - ResearchCorp “Demand Generation Adoption Survey” (2014)
25) The best companies are 67% more likely to use marketing automation – Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
26) 43% of companies using a marketing automation platform have been doing so for at least 4 years - Aberdeen Group "State of Marketing Automation 2014: Processes that Produce" (2014)
27) Nearly 70% of businesses are either using a marketing automation platform or implementing one - Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)
28) 60% of companies turning over at least $500m, 10% of companies turning over $20-$500m, 5% of companies turning over $5-$20m and 3% of companies turning over less than $5m have adopted marketing automation - Raab Associates “Marketing Automation 2014 Industry Overview” (2014)
29) 58% of top-performing companies; where marketing contributes more than half of the sales pipeline, have adopted marketing automation - Forrester Research “Gauging Your Progress and Success” (2013)
30) The adoption of marketing automation is expected to reach at least 50% by 2015 - SiriusDecisions "How Marketing Automation Has Evolved in the Last 12 Months" (2012)