Only 1 in 5 marketers claim to be using marketing automation tools to their fullest potential…

by | Feb 15, 2022

By: Kylie Stanley, Public Relations Technician 

According to the latest survey from Ascend2 and its research partners, when they investigated the state of marketing automation, they learned that only 1 in 5 marketers are using automation tools to the fullest potential. But, why is that the case?

Well, marketers have different reasons for implementing marketing automation–like 35% use it for streamlining marketing and sale efforts, 34% for improving customer engagement or even 34% of improving customer experience.

Although marketing automation seems simple, marketing professionals are often faced with barriers that stop them from using marketing automation to the fullest potential.

Here are the Top 5 Barriers to full use of Marketing Automation Tools:

  1. Lack of training/resources/knowledgebase
  2. Lack of resources to manage
  3. Lack of budget to maintain
  4. Complicated setup
  5. Slow onboarding process

Not only are there barriers to marketing automation, but only 39% of automation tools are somewhat integrated. With the inability to have integrated marketing and with companies facing barriers, it presents a challenge to marketers.

These above barriers help reinforce that implementing a marketing automation tool is more than a one-time cost and needs to have an on-going commitment to resources and dollars in order to ensure success.

Within marketing there will be barriers, but look on the bright side of what marketing automation tools can do! Marketing automation is top beneficial for email marketing at 40%, social media management at 39% and paid ads at 32%. Using marketing automation tools, it allows you to be more efficient on multiple channels, strengthen your marketing and better align your marketing goals.

What have been your company’s barriers to fully maximizing your Marketing Automation platform?

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