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Marketing Automation Benchmark Report

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Executive Summary

Marketing automation has dramatically increased the effectiveness and efficiency of finding, nurturing and converting customers. But what will marketing automation success look like in the year ahead and how will marketers achieve it?

To find out, Demand Metric, in partnership with Ascend2, fielded the Marketing Automation Benchmark Survey and completed interviews with 291 business, marketing and sales professionals from around the world. We thank these busy professionals for sharing their valuable insights with you.

The charts in this edition of our study, titled Marketing Automation Benchmarks by Revenue Performance, compare the strategies and practices of companies that have achieved or exceeded their revenue goals with those that have not.This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published.

Table of Contents

- Executive Summary
- Revenue Performance
- Marketing Automation Objectives
- Marketing Automation Success
- Marketing Automation Obstacles
- Resources for Marketing Automation
- Marketing Automatino Features & Factors
- Marketing Automation Metrics
- About Marketo
- About Demand Metric & Ascend2
- Appendix - Survey Background


Research Methodology

Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and geographic regions. The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively. The Demand Metric and Ascend2 2014 Marketing Automation Benchmark Survey was administered online in July 2014. During this period, 291 responses were collected for inclusion in the analysis.

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Marketing Automation Benchmark Report

  1. 1. © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report Marketing Automation: Sponsored By:
  2. 2. TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Revenue Performance Marketing Automation Objectives Marketing Automation Success Marketing Automation Obstacles Resources for Marketing Automation 11 13 About Marketo Appendix – Survey Background 9 10 Marketing Automation Features & Factors Marketing Automation Metrics 12 About Demand Metric & Ascend2
  3. 3. EXECUTIVE SUMMARY Marketing automation has dramatically increased the effectiveness and efficiency of finding, nurturing and converting customers. But what will marketing automation success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric, in partnership with Ascend2, fielded the Marketing Automation Benchmark Survey and completed interviews with 291 business, marketing and sales professionals from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of our study, titled Marketing Automation Benchmarks by Revenue Performance, compare the strategies and practices of companies that have achieved or exceeded their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric
  4. 4. ABOUT MARKETO Marketing Software. Easy. Powerful. Complete. You want results and you want them fast. The Marketo platform is built by marketers, for marketers. Everything you need – marketing automation, social campaigns, inbound marketing, sales apps, ROI reporting, - all in one place. For more information, visit www.marketo.com.
  5. 5. ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this report, become a Demand Metric member today!

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