It can be difficult to find marketing automation software that fits your needs when you are searching for the first time. Our partner, Marketo, teamed up with Software Advice, a marketing automation evaluation company, and spoke to hundreds of companies to determine their uses of marketing automation software.
79% of companies were already using some kind of software to help them manage marketing. Most high tech companies are looking to purchase some kind of marketing software. The largest group of buyers were companies with less than 500 employers. Another key finding was that the top reason companies evaluate marketing automation software is to improve lead management and automate processes. The most requested capability in marketing automation software is lead nurturing, which beat out reporting/analytics and lead scoring.
International Data Corporation (IDC) predicts that the overall market for marketing automation will grow from $3.2 billion in 2010 to $4.8 billion in 2015.
Three key trends have been driving companies to adopt the technology.
- Changing buyer behaviors forced companies to change how they market and sell.
- The 2008 recession permanently altered how companies approach revenue generation and measurement.
- The software-as-a-service (SaaS) delivery model made the technology available to many more companies than ever before.
Read on to learn more about what people look for when purchasing marketing automation tools:
Brought to you by Marketing Automation Software by Marketo
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