April 6th, 2017 by Sam Del Rowe

Nearly 40 percent of marketers either don’t use marketing automation or use it only at the most basic level, according to a report from GetResponse and SmartInsights.com. More than 2,500 marketers representing both B2B and B2C organizations worldwide were polled for the study, which yielded several additional insights regarding the use of marketing automation technology.

Securing budget, data quality, and technical expertise are the three biggest barriers to entry when it comes to marketing automation, cited respectively by 36 percent, 35 percent, and 35 percent of respondents. Additionally, email message automation, profile-based targeting, and personalization via dynamic content are the top three usage areas for marketing automation at 65 percent, 32 percent, and 25 percent respectively.

These results indicate that many organizations have substantial room for improvement when it comes to the adoption of marketing automation technology. Even those already employing the technology could stand to utilize it for more sophisticated use cases. Furthermore, there may be an opportunity to align marketing automation and content marketing more closely, with 40 percent of marketers reporting that they “source content on an ad-hoc basis,” and just 23 percent saying that they “prioritize the use of content marketing” to plan and deliver relevant content to target audiences.

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