FACT SHEET

25 Marketing Automation Facts for B2B Technology Companies

25 MARKETING AUTOMATION FACTS

FOR B2B TECHNOLOGY COMPANIES

With more and more B2B companies adopting marketing

automation software, it’s becoming increasingly more difficult for

marketers to ignore. The reality is, marketing automation is

responsible for generating better qualified leads, increasing sales

opportunities, and ultimately growing sales conversions within

many organisations, not to mention reducing marketers’ time and

human error, but we’ll let the stats speak for themselves. Here

are Napier’s Top 25 B2B technology marketing automation facts.

MARKETING AUTOMATION VENDORS

1) There are 215 marketing automation

solutions currently on the market (Source:

Capterra, 2015)

2) HubSpot is the leading marketing automation

platform for small companies; Marketo is

used most commonly by mid-size business;

and Eloqua is the most popular choice for

large enterprises (Source: PepperGlobal,

2014)

IMPORTANCE OF AUTOMATION FOR B2B

3) 21% of B2B marketers find marketing

automation one of their top digital priorities

(Source: Adobe,2014)

4) B2B markers who implement marketing

automation software increase their sales

pipeline contribution by an average of 10%

(Source: Forrester, 2014)

5) 54% of companies with marketing

automation capture intelligence for the sales

team, compared to 25% of companies

without marketing automation (Source: The

Lenskold and Pedowitz Groups, 2013)

6) 66% of average performing B2B companies

indicate that their current technologies are

sufficient to scale end-to-end marketing over

the next 1-3 years (ACT-ON and Gleanster,

2015)

7) 63% of B2B marketers allocate 10-29% of

their marketing budget to marketing

automation (Source: Pepper Global, 2014)

8) By 2020, B2B customers will manage 85% of

their relationship without talking to a human

(Gartner Research, 2015)

USERS SEE REAL RESULTS

9) 91% of users believe that marketing

automation is “very important” to the overall

success of their marketing across channels

(Source: Marketo, 2015)

10) 78% of successful marketers say that

marketing automation is responsible for

improving revenue contribution (Source: The

Lenskold Group, 2013)

11) 67% of B2B marketers saw at least a 10%

increase in sales opportunities through lead

nurturing, with 15% seeing opportunities

increase by 30% or more (Source:

DemandGen, 2014)

12) Companies that automate lead management

see a 10% of greater increase in revenue in 6-

9 months (Source: Gartner Research, 2013)

13) Marketing automation drives a 14.5%

increase in sales productivity and a 12.2%

reduction in marketing overhead (Nucleus

Research, 2014)

BENEFITS OF MARKETING AUTOMATION

14) Marketers who have adopted marketing

automation suggest that the biggest benefits

are:

Taking repetitive tasks out of marketers

hand, so they can work on other

projects (36%)

Better targeting their prospects and

existing customers (30%)

Improving customer experience (10%)

Better email marketing (9%)

Reduction of human error (8%)

Lead management (4%)

Multichannel marketing (3%) (Source:

Redeye and TFM&A Insights, 2014)

15) The number 1 benefit of marketing

automation for B2B marketers is the ability to

generate more and better qualified leads

(Source: Pepper Global, 2014)

16) 74% of users believe marketing automation

has been beneficial for their company

(Source: B2Bmarketing.net and Circle

Research, 2015)

17) Gartner estimates a 15% savings on creative

production with marketing automation

(Source: Gartner Research, 2015)

INBOUND MARKETING

18) 54% more leads are generated by inbound

tactics, than traditional paid marketing

(Source: HubSpot, 2014)

19) B2B companies that blog only 1-2x a month

generate 70% more leads than those who

don’t blog (Source: HubSpot, 2014)

20) Inbound marketing costs 62% less per lead

than traditional outbound marketing (Source:

Demand Metric, 2014)

MARKETING AUTOMATION USE & ADOPTION

21) Monthly Google searches for “marketing

automation” have increased by 22% from

12,100 in February 2014, to 14,800 in

January 2015. (Source: Spokal, 2015)

22) 55% of B2B companies are adopting

marketing automation technology (Source:

Emailmonday, 2015)

23) 63% of users plan to increase their marketing

automation budget this year. (Source:

Marketo, 2015)

24) 85% of B2B marketers using a marketing

automation platform feel they are not using

it to its full potential (Source: SiriusDecisions,

2014)

25) The 5 industries with the highest marketing

automation adoption rates are 1. Software &

Internet, 2. Telecommunications, 3.

Computer & Electronics, 4. Health & Pharma,

and 5. Business Services (Source: Mintigo,

2014)

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Launched in 1984, Napier was one of the first agencies in

Europe to specialise in the electronics market, subsequently

expanding to help clients in a range of B2B technology

sectors. Initially a PR agency, Napier responded to the

clients’ need to manage information across every element

of the marketing mix by bringing together a team of multi-

talented and multi-lingual engineers, linguists and technical

journalists as well as PR and marketing professionals.