Early Adopters Of Marketing Automation Solutions Give High Marks, Emphasize Ease Of Use, Rollout
- Written by Andrew Gaffney
- Published in Feature Articles
The early adopters of new technology often benefit from being on the cutting edge, but they also live through the pains of being the first in line. To get some first-hand perspective from the early adopters of marketing automation systems, DemandGen Report recently surveyed more than 50 executives from different BtoB organizations who have already implemented a marketing solution.
The respondents, representing clients using a wide range of leading solution providers, rated their experiences on a 1 to 7 scale, with 1 being very negative and 7 being very positive. On average, the feedback on marketing automation systems was very positive, with 81.1% of respondents giving their system a 5 or higher rating and 87% of respondents indicating they would purchase the same solution again.
The survey also showed strong ROI from marketing automation solution rollouts, with the respondents citing the following paybacks:
• Better measurement of campaign results and more efficient spend;
• Better prioritization of sales organization;
• Reduction in resources to create, facilitate campaigns.
The early adopters also underscored the direct correlation between ease of use/implementation and overall customer satisfaction with the system. According to the survey, 97% of survey respondents that found their marketing automation solution “easy to use” were satisfied with their solution, as opposed to 36% satisfaction among those that found their solution difficult to use. A similar pattern was shown with implementation experiences, as 93% of respondents that found the implementation of their marketing automation solution “easy” were satisfied with their solution, as opposed to 58% satisfaction among those that found the implementation process difficult.
Other key takeaways shared from the respondents included the critical roles that proper processes and alignment play in the success of marketing automation rollouts:
• 79.2% said they would “better prepare their organization by building proper processes and content offers to feed the automation system.”
• 43.4% said “work more closely with sales organization to build alignment around goals/processes.”
A white paper on the results of the report, which was sponsored by Manticore Technology, is currently available for download here.