New Benchmark Report on Marketing Automation Reveals How Top Performers Justify Investments and Maximize ROI

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The 43 page report offers a comprehensive look at how Top Performing organizations are justifying investments in marketing automation and exactly how these organizations utilize the tools.

Marketing Automation Benchmark Report

It’s an exciting time for marketing automation because the technology has officially been validated and we have moved beyond the early adopter stage into a wide variety of applications across all industries.

Gleanster Research today announced the publication of a new Gleansight benchmark report on Marketing Automation featuring vendor reviews for over 50 solution providers. The 43 page report, which can currently be downloaded for free, highlights the experiences and intentions of 220+ B2B companies and offers a comprehensive look at how Top Performing organizations are justifying investments in marketing automation and exactly how they utilize the tools. Top Performers are embracing more advanced capabilities like lead scoring and email triggers that help them build more meaningful relationships with prospects and customers. They are also looking to divest of fragmented marketing technologies which lead to disparate and often unusable customer data.

According to Gleanster, marketers are reporting diminishing returns from mass email campaigns and other traditional tactics. Marketing automation helps overcome these challenges by delivering a multi-channel platform that is capable of engaging prospects within their buying cycle, with just the right content. “Many organizations are starting to wake up and realize it’s not about lead quantity, it’s about lead quality,” said Ian Michiels, Principal Analyst and author of the report. “The days of generating large quantities of low quality leads in marketing are over. People are generally fatigued and overwhelmed by content these days. Marketers need to start thinking about how they can deliver relevant and targeted content to build better relationships.”

The report also highlights the top challenges with marketing automation, which include things like creating content for lead nurturing campaigns, data quality, and poor marketing processes. “But Top Performers have an ace up their sleeve,” said Michiels. “They are 5-6x more likely than all other organizations to invest in process optimization and change management, which means investments are less about flipping the switch on technology and more about aligning the organization around the new dynamics of B2B marketing.”

The vendor landscape section features reviews of over 50 vendors and an analyst perspective on the tumultuous changes in the industry, including two IPOs (Eloqua and Marketo) and a few large-scale acquisitions from suite players like Oracle and Salesforce.com. “It’s an exciting time for marketing automation because the technology has officially been validated and we have moved beyond the early adopter stage into a wide variety of applications across all industries.” Adobe Neolane, Act-On, eTrigue, HubSpot, Infusionsoft, LeadLife Solutions, Marketo, Oracle Eloqua, Pardot, Salesforce.com, and Silverpop take top honors across four key dimensions of assessment.

About Gleanster

Gleanster is a new breed of market research and advisory services firm. Its larger, more comprehensive “Gleansight” benchmark research reports and concise, more bite-sized “Deep Dive” analyst reports highlight the experiences of Top Performing organizations; why they invest in technology, how they overcome challenges, and how they maximize the value of their investments. Gleanster also aggregates outside thought leadership in the form of vetted white papers and research reports from third-party sources, including those from technology solution providers — who, for their part, can create and maintain their own Vendor and Solution Showcases on Gleanster.com to help further educate the marketplace. For more information, please visit http://www.gleanster.com .

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Sarah Tebbe
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