In 2014, a survey highlighted that many companies struggle to find suitable marketing automation software, with 91% already utilizing some form of software and 79% still relying on manual methods. The primary reasons for seeking this software include improving lead management (40%) and automating processes (30%). The document also reveals the demographics of prospective buyers, noting that the largest group comprises companies with fewer than 500 employees.

1. STATE OF
MARKETING AUTOMATION
TRENDS2014
Finding the right marketing
automation software is hard
when you're looking for the
first time.
That's why Software Advice
and Marketo have spoken to
hundreds of companies to
determine what drives
organizations to purchase these
systems. See how you stack up
against your peers and let us
help make your decision easier.
Source:
Software Advice’s Marketing Automation
Software BuyerView | 2014

2. M
A
RKETIN
G
SO
FTW
A
RE
High tech
(Results of a 2013 survey)
of buyers were evaluating
marketing automation
software for the first time.
91%
were already using some kind of
software to help them manage
marketing.
79%
of buyers were not using any kind of
marketing software. Instead, they were
using manual methods such as pen and
paper or spreadsheets.
21%
TOP INDUSTRIES AMONG PROSPECTIVE BUYERS
5% 15% 25%
Consulting
Manufacturing
Media
Advertising
Banking
Healthcare
Retail
Education
Who is looking for marketing automation software?

3. 2-5
3%
The largest group of buyers were companies
with less than 500 employees
NUMBER OF EMPLOYEES
IN BUYERS’ COMPANIES
6-10
10%
11-20 21-50
14% 23%
51-100
12%
101-500
24%
501-1000
6%
1001+
9%

4. ACCORDING TO DAVID RAAB,
OWNER OF RAAB ASSOCIATES, INC.
"Marketers are under more pressure, and have
more channels to market in than ever."
Why are companies looking for
marketing automation software?
IMPROVING LEAD MANAGEMENT
of buyers said that this was their
company’s main reason for looking
at marketing automation software
40%
AUTOMATING PROCESSES
of buyers cited this as their main
reason for looking at the software
30%
Need to improve lead
management
Need to automate processes
Need more/better features
Unhappy with current system
Need better integration
Time to update/upgrade
Company growth/transition
Need to improve services
to customers
0% 10% 20% 30% 40% 50%
TOP REASONS FOR EVALUATING
MARKETING AUTOMATION SOFTWARE

5. LEAD NURTURING
This beat out marketing
analytics and lead scoring
Lead nurturing
Reporting/ Analytics
Lead scoring
Email marketing
Drip marketing
Inbound marketing
Campaign management
Social media marketing
Segmentation
Other
0% 20% 40% 60% 80% 100%
What’s the most requested capability
in marketing automation software?
HOW ARE YOU MANAGING YOUR MARKETING?