clevertouch-期待和现实：营销自动化应用状况报告（英文）-2019.3-33页.pdf

Expectation vs. Reality: The State of Marketing Automation Adoption and UsageS U R V E Y R E P O R TEurope’s leading marketing automation consultancyclever-touch.com每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）The State of Marketing Automation2Executive Summary 3Introduction 4Expectation vs. Reality of Marketing Automation 5 Business Reasons behind Marketing Automation 6 Benefits across the Business 8 Usage Vs. Perceived Usage 10 Challenges & Barriers to Success 12War for Talent 14 The ROI of Marketing 15 Campaign Management & Career 18Sales and Marketing Alignment 20 Accountability and Alignment 21 Dashboarding, Reporting & Sales Intelligence 22 Service Provider or Respected Change Agent? 23Investing in or Predicting the Future? 24 Building out the Stack 25 The Growing Importance of Marketing Automation 26 Advancing Platform Usage 27 Inhouse, Outsource or a Hybrid approach? 28Conclusions & Key Takeaways 29About CleverTouch 31Appendices 32ContentsThe State of Marketing Automation3Executive SummaryHowever, there is a positive outlook for Marketing Automation in the growing sophistication of adoption and usage across the industry. Many organisations recognise that to reach the next level of complexity, they need external support to maximise their investment. This is reflected in the fact that marketing spend on Marketing Automation is set to increase in 2019—a sure sign that it is deeply, and permanently, embedded in marketing strategies and operations, across the world.This research, conducted to assess and analyse the state of Marketing Automation adoption and usage across the UK, EMEA and US, has found underlying challenges facing senior Marketers globally - challenges in the reality of implementation, in the search for skills and talent and in aligning sales and marketing teams.Whilst the need for and adoption of Marketing Automation is high across the industry, there is a prevalent gap between what businesses expect and the reality of what can be delivered. Whilst Marketing Automation is here to stay, underlying challenges exist across all regions around skills development and talent management.The results reveal a positive outlook for Marketing Automation, in the growing sophistication of adoption and usage across the industry. But whilst adoption is high across all regions, there are common challenges still to be addressed. An over reliance on vendors, underestimating the level of training needed and unforeseen requirements are just some of the reasons why deployments have been less successful than they otherwise might have been.Whilst challenges remain, the outlook is positive and there are plenty of opportunities for businesses to take their Marketing Automation to the next level.From platform selection to stakeholder buy-in, talent management to technical deployment, Marketing teams have a lot to think about when it comes to adopting - and using - Marketing Automation within their organisation. •How does the reality of adoption compare across the US, UK and EMEA?•Is there a shortage of skills and talent when it comes to introducing and managing these platforms? •Can Marketing Automation really be the answer in bringing sales and marketing teams closer together?With an ever-growing list of services and products available, it’s more important than ever to make the right decision when it comes to marketing technology. CleverTouch Marketing, Europe’s leading marketing technology consultancy and services provider, decided to find out. CleverTouch commissioned an independent survey of 200 CMOs, Marketing Directors and Heads of Marketing, from leading SME and enterprise businesses to understand their adoption and use of Marketing Automation. Of the survey sample, 50 respondents were based in the UK, 50 in the US and 100 in EMEA. CleverTouch Marketing’s research found that 80% already had Marketing Automation in place and were using at least one of the following software programs: HubSpot, Marketo, Eloqua, Pardot, SharpSpring or Act-On. The remaining 20% did not have Marketing Automation in place but were interested in introducing it into their business. The State of Marketing Automation4IntroductionWe’re seeing a growing sophistication in the adoption and usage of Marketing Automation. But there are still challenges to be addressed.To understand the different opinions of those that have Marketing Automation and those that are looking to implement the technology, CleverTouch’s survey asked respondents to explain the business reasons for adopting Marketing Automation, the biggest benefits (or perceived benefits) and how they are (or are planning to) use Marketing Automation in their business. This was supported by questions on campaign delivery and proving ROI. CleverTouch’s research highlights the contrast between the expectation and reality of Marketing Automation adoption and implementation. Expectation vs. Rea...