What are the top trends in marketing automation? Where are marketers investing and what ROI can they see?

2. Brand marketers are expected to do
more with less today.
They have…

3. smaller budgets fewer resources less time
but are expected to deliver high growth and ROI.

4. Automation can act as a bridge
between their current realities and
desire outcomes.

5. Marketers are already using automation
across different areas...

6. Top 5 areas where
marketers are using
automation…
Email
Social Media
Content Marketing
SMS Marketing
Landing Pages
#1
#2
#3
#4
#5
Source: State of Marketing Automation by Ascend 2 & Research Partners (2022)

7. And the use of automation for
improving marketing efficiency is
here to stay…

8. 35%
of marketers have invested
in process/ workflow
automation since the
pandemic
70% of these consider this
a long-term strategy
Source: State of Marketing, 8th
Edition by Salesforce (2022)

9. The emergence of Artificial
Intelligence (AI) is enabling marketers
to scale with automation

10. 3 of the top 4
AI use cases are
related to
automation
Source: State of Marketing, 8th
Edition by Salesforce (2022)
Automate Customer
Interactions
Automate data
integration
Personalize customer
journey across channels
Process automation
#1
#2
#3
#4
Ways in which Marketing Organizations
use AI:

11. And the benefits extend
across the board…

12. Top advantages of
using automation as
per marketers…
Source: State of Marketing Automation by Ascend 2 & Research Partners (2022)
Improves customer experience
Enables better use of staff time
Better data and decision making
Improves lead gen & nurturing
Enables better use of budget
Increases personalization options
Increased ability to measure KPIs
Better alignment with other departments
43%
38%
35%
34%
33%
24%
23%
21%

13. What’s the ROI from automation?

14. the average ROI for every
dollar spent on marketing
automation over 3 years
post-deployment
Most see a payback period of under 6 months
$5.44
Source: Nucleus Research (2021)

15. ROI driven by global brands with automated
Dynamic Content Optimization (DCO)
> $1Bn
Source: Jivox (2020)