Marketing automation is the process of using software to perform repetitive marketing tasks designed to boost sales leads, personalize marketing content & messages and in the process, save marketers’ time and effort. The importance of marketing automation is reflected by 94% of the best-in-class marketers, surveyed by Ascend2, indicated that marketing automation is “very important” to the overall performance of marketing.

Take a quick glance at the latest insights into optimizing marketing automation to continually increase performance:

• Creating a successful strategy is the top priority for optimizing marketing automation, followed by improving the user experience with rates of 64% and 50%, respectively.
• Although delivering personalized content ranked the third of top priorities, it ranked the top of most challenge barrier to marketing automation with a rate of 44%.
• 46% of respondents indicated that a marketing automation strategy is very successful in achieving the top priorities.
• Consumer experience mapping is the most effective tactic used to optimize marketing automation by 53% of respondents.
• In contrast, personalized/dynamic content is the most difficult tactic with a rate of 46%, followed by AL and predictive modeling (45%).

A Graph Shows the Top Priorities for Optimizing Marketing Automation in 2018

Methodology:

Data were driven from 250 marketing influencers and research subscribers. The survey was conducted during the week of May 27, 2018.