Alas, it has been 4 months too long since my last post. Digital Marketing in Motion was indeed in danger of becoming stagnant! But, changing jobs and closing in on the last month before getting married have a way of pulling one away from the blogosphere.
Today, however, I came across a recent study by SiriusDecisions that hit me like a lightening bolt. The shocker? It claims that only 16% of US B2B companies are currently using marketing automation. Seriously?! 16%?!
Eloqua has been around for almost 15 years now (I know, dinosaur times in digital years) and Marketo adoption continues to grow at a breakneck pace, the company having gone public last year. What’s more, we’re all inundated with thousands of marketing messages every day. So the fact that only 16% of B2B companies have any sort of automation solution seems unthinkable.
But then I did really stop and think about it. There’s a big, big difference between the impersonal batch email SPAM most of us are used to getting buried by on a daily basis, and the truly dynamic, personalized content that a full-blown automation platform can deliver. For me, the moral of the story is to not mistake the recent growth of automation companies for the fact that most businesses are still struggling to adopt and leverage all the advantages of full blown marketing automation. It also makes me realize that for all the innovation and exciting new products to hit the market in recent years, there is so much more to come if everything we’ve been immersed in up to now represents just 16% of businesses.
Studies like this definitely remind me why digital marketing is such an exciting and innovative space, and keep me looking around the corner for the next big thing!