Most Important Goals Of A Marketing Automation Strategy – MarketingCharts

More than 7 in 10 marketing influencers (primarily B2B) from around the world use marketing automation to some extent, and about 3 in 4 feel that marketing automation is very important to marketing’s overall performance, according to an Ascend2 survey. Increasing lead generation (61%) and improving lead nurturing (57%) were the top-cited strategic goals of a marketing automation strategy, per respondents.
That represents a change from last year’s survey, where increasing sales revenue tied with increased lead generation as the top objective. (The prior year, improving marketing productivity was the top-cited goal.)

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