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B2B Marketing
Automation Report 2014

Marketing automation is a hot topic in 2014 as more B2B
marketers are adopting the technology to generate more
and better leads, improve marketing productivity, and
increase conversion rates.
We conducted a comprehensive survey, leveraging the
combined wisdom of over 50,000 B2B marketers in the
B2B Technology Marketing Community on LinkedIn.
SURVEY HIGHLIGHTS
	
Audience: 	
	 Participants: 	
	
Time period: 	
	
Countries: 	
	Survey channel: 	

50,000 B2B marketers
735 responded
September 2013
Worldwide
Online platform—LinkedIn

Top 5 findings from marketing
automation survey

1
2
3
4
5

The key benefits marketers receive from
marketing automation: more and better leads,
improved marketing productivity, and improved
conversion rates.
The most important marketing automation features
are lead nurturing, integration with CRM, social
media and mobile platforms, and analytics and
reporting capabilities.
The most popular marketing automation platforms
are: Marketo, Oracle Eloqua, and Hubspot.

Budget constraints, lack of skilled employees, and
poor contact database quality are the three biggest
obstacles to more effective use of marketing
automation.
The most frequently used ROI performance metrics
are response metrics, including open rate, click
through rate, and unsubscribes.
Survey results
SURVEY RESULTS
“What is your company’s overall level
of marketing automation adoption?”
Overall
53% of all respondents are currently using or
applying marketing automation.
Another 17% are currently evaluating or
considering marketing automation

17% Currently evaluating or
considering marketing automation

53%

Currently using or
applying marketing
automation

Overall
responses

13% Aware of the application and
benefits of marketing automation,
but not using it yet
7% Not actively looking to implement
marketing automation
6% Not aware of the applications and
benefits of marketing automation
2% Not sure

1% Other
1% Abandoned marketing automation
SURVEY RESULTS
“What is your company’s overall level
of marketing automation adoption?”
Regional differences
In AMS there are significantly more MA users. In
EMEA only 39% and in APJ only 36% are currently
using or applying marketing automation.

AMS
responses

APJ
responses

EMEA
responses

AMS

APJ

EMEA

Currently using marketing automation

63%

36%

39%

Evaluating or considering marketing automation

12%

23%

20%

Aware of marketing automation, but not using it yet

12%

14%

19%

Not actively looking to implement marketing automation

7%

4%

7%

Not aware of the applications and benefits of marketing
automation

4%

14%

10%

Abandoned marketing automation

1%

1%

1%

Other

2%

7%

4%
SURVEY RESULTS
“What marketing automation benefits
are most important to you?”
Top 10 benefits as rated by
respondents

1
2
3
4
5
6
7
8
9
10

Generating more and better leads
Improved marketing productivity
Improved conversion rates
Improved response and engagement rates
Improved segment targeting
Shortened sales cycles
Increased web traffic
Reduced marketing cost
Increased customer retention
Increased email click through rate
SURVEY RESULTS
“How long did it take from purchase
to implementation of your
marketing automation platform?”
Overall
75% of the companies using Marketing Automation
implemented their platform in less than 6 months.

75%
Less than
1 month

16%
59%

1–6 months

7–12 months

More than
12 months

17 %
7%
SURVEY RESULTS
“How long did it take from purchase
to implementation of your
marketing automation platform?”
Industry and company perspective
45% of manufacturing industries and 60% of
large companies need more than 7 months for MA
implementation

Overall
16%

Less than
1 month

Manufacturing
26%

Large companies

4%
59%

1–6 months

26%
26%
17%

7–12 months

36%
39%

More than
12 months

7%
9%
21%
SURVEY RESULTS
“What criteria do you use to
evaluate marketing automation
platforms and vendors?”
Top 10 evaluation criteria as
rated by respondents

1
2
3
4
5
6
7
8
9
10

Price/cost of ownership
Product integration (CRM, social, mobile, etc.)
Ease of use/learning curve
Analytics and reporting features
Ability to customize
Technical support/customer service
Scalability
Vendor size and longevity
Not sure
On-premise deployment vs. SaaS/cloud delivery
SURVEY RESULTS
“What marketing automation features
are most important to you?”
Top 10 features as rated by
respondents

1
2
3
4
5
6
7
8
9
10

Lead nurturing
Integration with CRM, social, mobile, etc.
Analytics and reporting
Lead scoring and qualification
Campaign management
Email marketing
Lead activity tracking
Lead capture
Website visitor tracking
List segmentation
SURVEY RESULTS
“What marketing automation areas
do you outsource?”
Overall
Of the 382 respondents who use marketing
automation, 135 (35%) outsource one or more
associated responsibilities/tasks. For the
respondents who outsource MA, most of them
outsource creative and content creation.
Small and mid-sized companies outsource content
creation more often while large businesses
outsource creative and campaign execution.

Creative/design

22%

Content creation

20%

Campaign execution

19%

Technical
implementation
Strategy/GTM
planning

14%
9%

CRM integration

8%

Reporting

8%
SURVEY RESULTS
“What are the biggest obstacles to
more effective use of marketing
automation? ”
Top 10 obstacles as rated by
respondents

1
2
3
4

Budget constraints
Lack of skilled employees to manage
marketing automation
Poor contact database quality
Lack of content to utilize marketing
automation capabilities

5

Complexity of marketing automation
software

6

Lack of feedback from sales on
evaluating leads

7

Poor integration with sales and
marketing initiatives

8
9
10

Poor infrastructure to collect and
analyze data
Compatibility and interoperability issues
Lack of performance standards for
marketing automation
SURVEY RESULTS
“What marketing automation
metrics do you use to measure ROI?”
Overall
The most frequently used performance metrics to
measure ROI are response metrics. There are no
differences between regions, industries or companies.

57%

Response metrics (e.g. open rate, click
through rate, unsubscribe rate, etc.)

54%

Value metrics (e.g. revenue generated,
pipeline value generated, etc.)

49%

Efficiency metrics (e.g. cost per lead,
close rates, conversion rates, etc.)

25%

Activity metrics (e.g. number of emails
sent, etc.)

14%

We don’t measure ROI

8%

Not sure

3%

Other
SURVEY RESULTS
“How is your marketing automation
budget going to change over the
next 12 months?”
Overall
For a majority of B2B marketers, marketing
automation budgets in 2014 stay flat or increase.

$

48%

Stays flat

41%

Increases

7%
1%

Decreases
significantly

3%

Decreases

Increases
significantly
SURVEY RESULTS
“Of respondents using marketing
automation, what percentage of
your marketing budget is allocated
to marketing automation?”
Overall
63% of respondents allocate 10–29% of their
marketing budget to marketing automation.

42%

21%
18%
5%
2

%

0%

10%

20%

30%

40%

4%
50%

3%

2%

2%

1%

60%

70%

80%

90%

Percentage of budget
SURVEY RESULTS
“Of respondents using marketing
automation, what percentage of
your marketing budget is allocated
to marketing automation?”
Industry perspective
Advertising industry has the highest average
percentage of budget allocated to MA.
Manufacturing industry has the lowest
average percentage.

Advertising/
Marketing/Media

23%

Telecommunication

21%

Internet/Online
services

20%
18%

Business services
High tech
Manufacturing

15%
9%
SURVEY RESULTS
“What marketing automation
platform(s) do you actively use?”
Overall
Marketo is the leading platform used by respondents.

29%

21%

11%

11%

6%

Marketo

Eloqua
(Oracle)

Hubspot

Pardot
(SFDC)

Act-On

Regional perspective
The market leader in AMS is Marketo. In EMEA
Eloqua is as strong as Marketo. APJ prefers
customized solutions.

AMS

APJ

EMEA

1	Marketo	
2	 Eloqua (Oracle)
3	Hubspot
4	 Pardot (SFDC)
5	Act-On

1	 Custom platform
2	Marketo
3	Hubspot
4	 Act-On
5	 Eloqua (Oracle)

1	Marketo	
2	 Eloqua (Oracle)
3	Hubspot
4	 Act-On
5	Silverpop
SURVEY RESULTS
“What marketing automation
platform(s) do you actively use?”
Company size perspective
Hubspot is the most used platform by small
companies. Marketo is the most used by midsized companies. Eloqua is the most used by
large companies.

Very small

Small

Mid-sized

1	Hubspot	
2	Marketo
3	 Eloqua (Oracle)
4	 Custom platform
5	Act-On

1	Marketo	
2	Hubspot
3	 Pardot (SFDC)
4	 Eloqua (Oracle)
5	Act-On

1	Marketo
2	 Eloqua (Oracle)
3	 Pardot (SFDC)
4	 Silverpop
5	Hubspot	

Enterprise

Large enterprise

(<10 employees)

(10–99 employees)

(1,000–10,000 employees)

(>10,000 employees)

1	 Eloqua (Oracle)	
2	Marketo
3	Teradata
4	 Aprimo
5	 Pardot (SFDC)

1	 Eloqua (Oracle)	
2	Marketo
3	Aprimo
4	 Pardot (SFDC)
5	Act-On

(100–999 employees)
SURVEY DEMOGRAPHICS

The survey was completed by 735
B2B marketers in September 2013.

Region

60%

30%

AMS

EMEA

Marketing/
Advertising/PR/
Communications

10

%

President/
CEO/Owner

APJ

Sales
Other

9%

1,000–10,000

7%
21%

10–99

18%

Fewer than 10

5%
3%

More than
10,000

29%

Undisclosed

2%

Operations

(# of employees)

100–999

14%

Product
management

Company size

17%

45%

2%

IT

1%

Undisclosed

29%
Contact Pepper to learn more
about marketing automation
and the survey results.
312.588.4250
northamerica@pepperglobal.com

pepperglobal.com
2 North LaSalle Street
Chicago, IL 60602
A GLOBAL COMPUTERSHARE COMPANY
©2014 Pepper North America. The contents of this document are confidential and may not be
disclosed to third parties. All content, ideas and tools within the offer are the copyrighted works of
Pepper and subject to standard copyright law. Any redistribution or reproduction of any materials
herein is subject to approval by Pepper. Some pictures, illustrations and photos may be subject
to copyright and trademark rights of third parties. All registered trademarks are the properties
of their individual companies and organizations. All brand names are the intellectual property of
their owners. All registered trademarks are acknowledged, even if they have not been expressly
labeled as such.

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Pepper 2014 Marketing Automation Report

  • 1. B2B Marketing Automation Report 2014 Marketing automation is a hot topic in 2014 as more B2B marketers are adopting the technology to generate more and better leads, improve marketing productivity, and increase conversion rates. We conducted a comprehensive survey, leveraging the combined wisdom of over 50,000 B2B marketers in the B2B Technology Marketing Community on LinkedIn.
  • 2. SURVEY HIGHLIGHTS Audience: Participants: Time period: Countries: Survey channel: 50,000 B2B marketers 735 responded September 2013 Worldwide Online platform—LinkedIn Top 5 findings from marketing automation survey 1 2 3 4 5 The key benefits marketers receive from marketing automation: more and better leads, improved marketing productivity, and improved conversion rates. The most important marketing automation features are lead nurturing, integration with CRM, social media and mobile platforms, and analytics and reporting capabilities. The most popular marketing automation platforms are: Marketo, Oracle Eloqua, and Hubspot. Budget constraints, lack of skilled employees, and poor contact database quality are the three biggest obstacles to more effective use of marketing automation. The most frequently used ROI performance metrics are response metrics, including open rate, click through rate, and unsubscribes.
  • 4. SURVEY RESULTS “What is your company’s overall level of marketing automation adoption?” Overall 53% of all respondents are currently using or applying marketing automation. Another 17% are currently evaluating or considering marketing automation 17% Currently evaluating or considering marketing automation 53% Currently using or applying marketing automation Overall responses 13% Aware of the application and benefits of marketing automation, but not using it yet 7% Not actively looking to implement marketing automation 6% Not aware of the applications and benefits of marketing automation 2% Not sure 1% Other 1% Abandoned marketing automation
  • 5. SURVEY RESULTS “What is your company’s overall level of marketing automation adoption?” Regional differences In AMS there are significantly more MA users. In EMEA only 39% and in APJ only 36% are currently using or applying marketing automation. AMS responses APJ responses EMEA responses AMS APJ EMEA Currently using marketing automation 63% 36% 39% Evaluating or considering marketing automation 12% 23% 20% Aware of marketing automation, but not using it yet 12% 14% 19% Not actively looking to implement marketing automation 7% 4% 7% Not aware of the applications and benefits of marketing automation 4% 14% 10% Abandoned marketing automation 1% 1% 1% Other 2% 7% 4%
  • 6. SURVEY RESULTS “What marketing automation benefits are most important to you?” Top 10 benefits as rated by respondents 1 2 3 4 5 6 7 8 9 10 Generating more and better leads Improved marketing productivity Improved conversion rates Improved response and engagement rates Improved segment targeting Shortened sales cycles Increased web traffic Reduced marketing cost Increased customer retention Increased email click through rate
  • 7. SURVEY RESULTS “How long did it take from purchase to implementation of your marketing automation platform?” Overall 75% of the companies using Marketing Automation implemented their platform in less than 6 months. 75% Less than 1 month 16% 59% 1–6 months 7–12 months More than 12 months 17 % 7%
  • 8. SURVEY RESULTS “How long did it take from purchase to implementation of your marketing automation platform?” Industry and company perspective 45% of manufacturing industries and 60% of large companies need more than 7 months for MA implementation Overall 16% Less than 1 month Manufacturing 26% Large companies 4% 59% 1–6 months 26% 26% 17% 7–12 months 36% 39% More than 12 months 7% 9% 21%
  • 9. SURVEY RESULTS “What criteria do you use to evaluate marketing automation platforms and vendors?” Top 10 evaluation criteria as rated by respondents 1 2 3 4 5 6 7 8 9 10 Price/cost of ownership Product integration (CRM, social, mobile, etc.) Ease of use/learning curve Analytics and reporting features Ability to customize Technical support/customer service Scalability Vendor size and longevity Not sure On-premise deployment vs. SaaS/cloud delivery
  • 10. SURVEY RESULTS “What marketing automation features are most important to you?” Top 10 features as rated by respondents 1 2 3 4 5 6 7 8 9 10 Lead nurturing Integration with CRM, social, mobile, etc. Analytics and reporting Lead scoring and qualification Campaign management Email marketing Lead activity tracking Lead capture Website visitor tracking List segmentation
  • 11. SURVEY RESULTS “What marketing automation areas do you outsource?” Overall Of the 382 respondents who use marketing automation, 135 (35%) outsource one or more associated responsibilities/tasks. For the respondents who outsource MA, most of them outsource creative and content creation. Small and mid-sized companies outsource content creation more often while large businesses outsource creative and campaign execution. Creative/design 22% Content creation 20% Campaign execution 19% Technical implementation Strategy/GTM planning 14% 9% CRM integration 8% Reporting 8%
  • 12. SURVEY RESULTS “What are the biggest obstacles to more effective use of marketing automation? ” Top 10 obstacles as rated by respondents 1 2 3 4 Budget constraints Lack of skilled employees to manage marketing automation Poor contact database quality Lack of content to utilize marketing automation capabilities 5 Complexity of marketing automation software 6 Lack of feedback from sales on evaluating leads 7 Poor integration with sales and marketing initiatives 8 9 10 Poor infrastructure to collect and analyze data Compatibility and interoperability issues Lack of performance standards for marketing automation
  • 13. SURVEY RESULTS “What marketing automation metrics do you use to measure ROI?” Overall The most frequently used performance metrics to measure ROI are response metrics. There are no differences between regions, industries or companies. 57% Response metrics (e.g. open rate, click through rate, unsubscribe rate, etc.) 54% Value metrics (e.g. revenue generated, pipeline value generated, etc.) 49% Efficiency metrics (e.g. cost per lead, close rates, conversion rates, etc.) 25% Activity metrics (e.g. number of emails sent, etc.) 14% We don’t measure ROI 8% Not sure 3% Other
  • 14. SURVEY RESULTS “How is your marketing automation budget going to change over the next 12 months?” Overall For a majority of B2B marketers, marketing automation budgets in 2014 stay flat or increase. $ 48% Stays flat 41% Increases 7% 1% Decreases significantly 3% Decreases Increases significantly
  • 15. SURVEY RESULTS “Of respondents using marketing automation, what percentage of your marketing budget is allocated to marketing automation?” Overall 63% of respondents allocate 10–29% of their marketing budget to marketing automation. 42% 21% 18% 5% 2 % 0% 10% 20% 30% 40% 4% 50% 3% 2% 2% 1% 60% 70% 80% 90% Percentage of budget
  • 16. SURVEY RESULTS “Of respondents using marketing automation, what percentage of your marketing budget is allocated to marketing automation?” Industry perspective Advertising industry has the highest average percentage of budget allocated to MA. Manufacturing industry has the lowest average percentage. Advertising/ Marketing/Media 23% Telecommunication 21% Internet/Online services 20% 18% Business services High tech Manufacturing 15% 9%
  • 17. SURVEY RESULTS “What marketing automation platform(s) do you actively use?” Overall Marketo is the leading platform used by respondents. 29% 21% 11% 11% 6% Marketo Eloqua (Oracle) Hubspot Pardot (SFDC) Act-On Regional perspective The market leader in AMS is Marketo. In EMEA Eloqua is as strong as Marketo. APJ prefers customized solutions. AMS APJ EMEA 1 Marketo 2 Eloqua (Oracle) 3 Hubspot 4 Pardot (SFDC) 5 Act-On 1 Custom platform 2 Marketo 3 Hubspot 4 Act-On 5 Eloqua (Oracle) 1 Marketo 2 Eloqua (Oracle) 3 Hubspot 4 Act-On 5 Silverpop
  • 18. SURVEY RESULTS “What marketing automation platform(s) do you actively use?” Company size perspective Hubspot is the most used platform by small companies. Marketo is the most used by midsized companies. Eloqua is the most used by large companies. Very small Small Mid-sized 1 Hubspot 2 Marketo 3 Eloqua (Oracle) 4 Custom platform 5 Act-On 1 Marketo 2 Hubspot 3 Pardot (SFDC) 4 Eloqua (Oracle) 5 Act-On 1 Marketo 2 Eloqua (Oracle) 3 Pardot (SFDC) 4 Silverpop 5 Hubspot Enterprise Large enterprise (<10 employees) (10–99 employees) (1,000–10,000 employees) (>10,000 employees) 1 Eloqua (Oracle) 2 Marketo 3 Teradata 4 Aprimo 5 Pardot (SFDC) 1 Eloqua (Oracle) 2 Marketo 3 Aprimo 4 Pardot (SFDC) 5 Act-On (100–999 employees)
  • 19. SURVEY DEMOGRAPHICS The survey was completed by 735 B2B marketers in September 2013. Region 60% 30% AMS EMEA Marketing/ Advertising/PR/ Communications 10 % President/ CEO/Owner APJ Sales Other 9% 1,000–10,000 7% 21% 10–99 18% Fewer than 10 5% 3% More than 10,000 29% Undisclosed 2% Operations (# of employees) 100–999 14% Product management Company size 17% 45% 2% IT 1% Undisclosed 29%
  • 20. Contact Pepper to learn more about marketing automation and the survey results. 312.588.4250 northamerica@pepperglobal.com pepperglobal.com 2 North LaSalle Street Chicago, IL 60602 A GLOBAL COMPUTERSHARE COMPANY ©2014 Pepper North America. The contents of this document are confidential and may not be disclosed to third parties. All content, ideas and tools within the offer are the copyrighted works of Pepper and subject to standard copyright law. Any redistribution or reproduction of any materials herein is subject to approval by Pepper. Some pictures, illustrations and photos may be subject to copyright and trademark rights of third parties. All registered trademarks are the properties of their individual companies and organizations. All brand names are the intellectual property of their owners. All registered trademarks are acknowledged, even if they have not been expressly labeled as such.