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 TEuropes leading marketing automation consultancyclever-The State of Marketing Automation2Executive Summary 3Introduction 4Expectation vs.Reality of Marketing Automation 5 Business Reasons behind Marketing Automation 6 BenefitsacrosstheBusiness8 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.Thisisreflectedinthefactthatmarketingspend on Marketing Automation is set to increase in 2019a 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,its more important than ever to make the right decision when it comes to marketing technology.CleverTouch Marketing,Europes leading marketing technology consultancy and services provider,decidedtofindout.CleverTouchcommissionedan 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 Marketings 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 Automation4IntroductionWere seeing a growing sophistication in the adoption and usage of Marketing Automation.But there are still challenges to be addressed.Tounderstandthedifferentopinionsofthose that have Marketing Automation and those that are looking to implement the technology,CleverTouchs survey asked respondents to explain the business reasons for adopting Marketing Automation,thebiggestbenefits(orperceivedbenefits)andhowtheyare(orareplanningto)use Marketing Automation in their business.This was supported by questions on campaign delivery and proving ROI.CleverTouchs research highlights the contrast between the expectation and reality of Marketing Automation adoption and implementation.Expectation vs.Reality of Marketing AutomationThe State of Marketing Automation5The top 3 reasons for implementing Marketing Automation were to drive new insight and intelligence,content management and customer journey mapping and change management and the re-invention of marketing.Similarly,27%of respondents chose to implement Marketing Automation for improved information management and intelligent routing and increased businessefficiency.33%of respondents in EMEA were persuaded by the ability to drive new insight and intelligence,compared to only 18%of respondents in the UK.Significantly,lessthanhalfofenterprisebusinessescited content management and customer journey mapping as their main reason for implementation.The results show that whilst there is no number-one reason for adoption,organisations are looking to Marketing Automation to solve several challenges across the businessnot just in the marketing department.Of the organisations that did implement Marketing Automation,most were in a state of positive change,looking to drive new insightandimproveefficiencyacrossthebusiness.To drive new insight and intelligenceFor content management and customer journey mapping Change managementand the re-invention of marketingWhat were the main business reasons for implementing Marketing Automation?(Asked to respondents who currently use Marketing Automation)28%28%28%27%27%To drive new insight and intelligence For content management and customer journey mapping For change management and the re-invention of marketingFor improved information management and intelligent routing For increased business efficiency302520151050The State of Marketing Automation63top reasons for implementing Marketing Automation:Expectation vs.Reality of Marketing AutomationBusiness Reasons behind Marketing Automation 33%28%28%28%23%For Sales and Marketing realignmentTo improve the customer experienceFor improved information management and intelligent routingFor increased business efficiecyFor better dashboards and reporting35302520151050A third of respondents who did not have Marketing Automationidentifiedsalesandmarketingrealignment as the main reason theyd want to implement the technology in the future.This was closely followed by those looking to improve the customer experience,information management and intelligent routing and for increased business efficiency.Justoverafifth(23%)ofrespondentssaid that they were looking for better dashboards and reporting.The USA are four times more likely to implement Marketing Automation to drive sales and marketing alignment than EMEA,with 60%of respondents focused on this,compared to only 15%in EMEA.This indicates that,in the US,Marketing Automation is perceived and used as a tool for lead generation and sales enablement.In comparison to the UK who envision it as a tool to drive business efficiencyandintelligentengagement.Businesses who have not yet implemented Marketing Automation cite sales and marketing realignment as the key driver for adoption.In comparison,businesses looking back retrospectively cite a variety of reasons but see realignment as the least important reason for adoption.Could this be down to how the platform is used compared to its perceived use before purchase?A lack of stakeholder buy-in from the sales team?Or could it be that the problem has been solved,and looking back,its no longer seen as an issue?is 4 times more likely to implement Marketing Automation to drive sales and marketing alignment.(Asked to respondents that did not have Marketing Automation in place at the time of the survey)What are the main business reasons for implementing Marketing Automation in the future?The State of Marketing Automation 7USAExpectation vs.Reality of Marketing AutomationBusiness Reasons behind Marketing Automation Around 31%of respondents said that the biggest benefitsofimplementingMarketingAutomationare:The ability to prove ROI of marketing Marketing has generated more sales leadsImproved data quality and complianceComparatively,less than 30%found that Marketing Automation generated better quality sales leads and faster lead conversion and sales cycles.Interestingly,the realignment of sales and marketingwascitedasthethirdbiggestbenefit,despite being the least important reason for implementing Marketing Automation in the firstplace.In the UK,45%are most pleased with their ability to prove the ROI of marketing,but in EMEA this isfigureisjust26%.Around2in5enterprisebusinessesfoundthebiggestbenefitofMarketingAutomation to be the generation of sales leads.Itsclearthatthebiggestbenefitisintheabilityto take meaningful insight from new and existing dataandusethattoa)provetheROIofmarketingactivityandB)providesaleswithintelligencethatcan help bring the two departments together.(Asked to respondents who currently use Marketing Automation)What have been the biggest benefitsofimplementing Marketing Automation?31%31%31%We can now prove the ROI of marketingMarketing has generated more sales leadsImproved data quality and compliance35302520151050Marketing has generated better quality sales leadsFaster lead conversion and sales cyclesSales and marketing are now closer alignedImprovememnt in customer engagementMarketing has been able to provide more insightful reporting29%29%27%27%26%3530252015105021%20%19%The marketing department is now more efficientWeve been able to exceed marketing objectivesWere able to show pipeline contribution35302520151050The State of Marketing Automation8T I E R 1T I E R 2T I E R 3Expectation vs.Reality of Marketing AutomationBenefits across the Business 38%30%30%30%28%Greater customer engagementMore sales leadsMore insightful reportingProve the ROI of marketingAbility to show pipeline contribution4035302520151050Looking at the results,respondents who did not have Marketing Automation predicted the biggest benefitswouldbe:Greatercustomerengagement(38%)More sales leads,more insightful reporting,provetheROIofMarketing(30%)Abilitytoshowpipelinecontribution(28%)Over half of UK-based businesses agreed that thebiggestperceivedbenefitisgreater customer engagement compared to just 20%of organisations in the US.Today,businesses are looking to allocate spend to building“meaningful customer engagement”yet changes in consumer behaviour towards more selective and secure yet social brand engagementleavesmanybusinessesbaffled as to how they can create a truly honest connection with their customers.Marketers who have not yet implemented Marketing Automation can mistakenly look to customer engagement as the answer to their issues,without truly understanding what successfully drive a customer engagement program.This is the perfect example of how the perception ofMarketingAutomationcanvastlydifferfrom itstruebenefits.All too often,businesses are unaware of the full extent of what Marketing Automation can deliver.This can lead to under-planning for deployment and means the platform may not be utilised to its full potential.(Asked to respondents that did not have Marketing Automation in place at the time of the survey)What are your biggest perceived benefitstoimplementing Marketing Automation?The State of Marketing Automation9A C T U A L B E N E F I T S1 Prove the ROI of Marketing2 More Sales Leads Generated3 Improved Data Quality&ComplianceP E R C E I V E D B E N E F I T S1 Greater Customer Engagement2 More Sales Leads Generated3 More Insightful ReportingActualBenefitsvsPerceivedBenefitsofImplementingMarketingAutomationExpectation vs.Reality of Marketing AutomationBenefits across the Business Today,44%of respondents are using Marketing Automation for lead generation,42%for lead nurture campaigns,41%for account-based marketing and 36%for opt-in and compliance.Notably,48%of respondents in the UK and 45%in EMEA are using Marketing Automation for lead generation,compared to only 40%of respondents in the US.44%42%41%36%34%For lead generationFor lead nuturing campaignsFor Account based marketingFor opt-in and complianceFor lead routing454035302520151050(Asked to respondents who currently use Marketing Automation)How are you using Marketing Automation today?The State of Marketing Automation10Less than half(44%)of Marketers are using Marketing Automation just for lead generation.44%Expectation vs.Reality of Marketing AutomationUsage Vs.Perceived Usage 45%of respondents who do not have Marketing Automation will be using it to track multi-channel activity and a surprising 40%are interested inutilisingitasaone-offemailtool.Interestingly,only 34%of organisations with Marketing Automation are using it to track multi-channel activity.IntheUK,asignificant60%willbeusingMarketingAutomation to track multi-channel activity,yetthisfigureisonlyat20%intheUS.These results highlight the dated misconception of Marketing Automation as an email tool,rather than a technology for intelligent engagement and business change.Whats more,it shows the huge potential for organisations to upskill within the business and build a deeper understanding of the strategy behind the tech.It also highlights the opportunity with external partners to develop sophisticated multi-touch campaigns,embed data-driven processes and even introduce new tech-driven strategies like Account-Based Marketing.(Asked to respondents that did not have Marketing Automation in place at the time of the survey)How will you be using Marketing Automation?To track multi-channel activityAs a one-off email toolFor lead nuturing campaignsFor lead generationFor lead routing45%40%40%35%35%454035302520151050A C T U A L U S A G E1 Lead Generation2 Lead Nurturing3 Account-based MarketingP E R C E I V E D U S A G E1 Tracking Multi-Channel Activity2 One-offEmailTool3 Lead NurturingActual vs Perceived Usage of Marketing AutomationThe State of Marketing Automation11A surprising 40%of Marketers are interested in using Marketing Automation as a one-off email tool.40%Expectation vs.Reality of Marketing AutomationUsage Vs.Perceived Usage The State of Marketing Automation1216%60%23%1%Very SatisfiedSatisfiedNeither satisfied nor dissatisfiedDissatisfied6050403020100Overthreequarters(76%)ofrespondentssaytheyaresatisfiedwiththeircurrentMarketingAutomation platform and 16%of these are very satisfied.Just23%ofrespondentsareonthefenceabouttheirplatform,andjust1%aredissatisfiedwith the