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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.THE STATE OF MARKETING AUTOMATION 2023Research Created for MarketersTREND REPORT3.Methodology and Participants4.Introduction5.Rating Strategic Success6.Primary Goals for Auto

2、mation7.Extent of Automation8.Areas of Current Use 9.Areas of Planned Use10.Building Efgective Customer Journeys11.Budget Trends12.Confjdence in Metrics13.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the charts and insights into your own content.T

3、IP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Research Partners.Please feel free to adapt

4、,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to Put this content To good use!3Ascend2

5、benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research subscribers.Primary Marketing ChannelB

6、2B(Business-to-Business)22%B2C(Business-to-Consumer)49%B2B and B2C Equally29%Number of EmployeesMore than 50032%50 to 50035%Fewer than 5033%Primary role in companyOwner/Partner/C-Level32%Vice President/Director/Manager48%Non-Management Professional20%SURVEY RESPONDENTSMETHODOLOGYN=391 Marketing Deci

7、sion-Makers4When executed correctly,marketing automation can increase efficiencies and improve marketing workflows.But how are marketers using automation now,compared to a year ago,and what are their plans for the year ahead?To help answer this question,Ascend2 and our Research Partners fielded the

8、Outlook on Marketing Data Quality survey.We thank the 391 marketers who responded to this survey during the week of February 6,2023.Additional reports referenced:The State of Marketing Automation 2022 The State of Marketing Automation 2021This Survey Summary Report,titled Outlook on Marketing Data Q

9、uality,represents the opinions of all the market segments responding to the survey.Specific market segments from the survey are reported on separately and exclusively by our participating Research Partners.This research has been produced for your use.Put it to work in your own marketing strategy.Cli

10、p the charts and write about them in your blog or post them on social media.Please share this research credited as published.Love research?Click here!THE STATE OF MARKETING AUTOMATION 2023 JOIN OUR COMMUNITY OF MARKETERS5The State of Marketing Automation 2023 Conducted by Ascend2 and Research Partne

11、rs Published March 2023RATING STRATEGIC SUCCESSOne quarter(25%)of marketing professionals surveyed feel that their current marketing automation strategy is best-in-class in supporting their efforts to achieve marketing objectives.Two-thirds(66%)of those surveyed feel that they see some success from

12、the automation they have in place,and 9%report little to no success from their marketing automation.VERY SUCCESSFUL(BEST-IN-CLASS)25%SOMEWHAT SUCCESSFUL66%UNSUCCESSFUL9%RATE THE SUCCESS OF YOUR MARKETING AUTOMATION IN HELPING YOU TO ACHIEVE MARKETING OBJECTIVES.6The State of Marketing Automation 202

13、3 Conducted by Ascend2 and Research Partners Published March 2023PRIMARY GOALS FOR AUTOMATIONOptimizing an overall marketing automation strategy is the top-reported goal as marketers work to improve their marketing automation in the year ahead,but how are they working to achieve this general objecti

14、ve?Improving data quality and identifying ideal customers and/or prospects are top goals for the year ahead according to 37%and 34%of marketers surveyed,respectively.13%15%19%21%30%31%34%37%43%INCREASE EMPLOYEE ADOPTION/USAGEINTEGRATE TECHNOLOGIES/DATAINCREASE AUTOMATION ACROSS CUSTOMER JOURNEYDECRE

15、ASE COSTS/DRIVE EFFICIENT GROWTHINCREASE PERSONALIZATIONOPTIMIZE MESSAGING/CAMPAIGNSIDENTIFY IDEAL CUSTOMERS/PROSPECTSIMPROVE DATA QUALITYOPTIMIZE OVERALL STRATEGYWHAT ARE YOUR PRIMARY GOALS FOR IMPROVING YOUR MARKETING AUTOMATION IN THE YEAR AHEAD?7The State of Marketing Automation 2023 Conducted b

16、y Ascend2 and Research Partners Published March 2023EXTENT OF AUTOMATIONThe use of automation across the customer journey has tracked similarly in the last two years,but a slightly higher portion of marketers are reporting that their customer journey is mostly or entirely automated this year compare

17、d to last year.35%of those surveyed this year report being mostly to fully automated compared to 31%last year.10%25%44%21%9%22%47%22%FULLY AUTOMATEDMOSTLY AUTOMATEDPARTIALLY AUTOMATEDNOT AUTOMATEDTO WHAT EXTENT IS YOUR OVERALL CUSTOMER JOURNEY AUTOMATED?20232022TREND8The State of Marketing Automatio

18、n 2023 Conducted by Ascend2 and Research Partners Published March 2023AREAS OF CURRENT USE 2022/202311%15%16%18%18%17%20%21%23%25%27%29%26%44%55%14%16%16%18%20%21%22%24%26%28%29%35%40%50%63%LEAD SCORINGDYNAMIC WEB FORMSSALES FUNNEL COMMUNICATIONSSEO EFFORTSWORKFLOWS/VISUALIZATIONLIVE CHATPUSH NOTIFI

19、CATIONSACCOUNT-BASED MARKETINGCAMPAIGN TRACKINGSMS MARKETINGLANDING PAGESCONTENT MANAGEMENTPAID ADSSOCIAL MEDIA MANAGEMENTEMAIL MARKETINGIN WHICH OF THE FOLLOWING AREAS DO YOU CURRENTLY UTILITZE MARKETING AUTOMATION?20232022Email and social media management are top reported areas where marketers cur

20、rently utilize marketing automation,both in 2022 and 2023.But there has been a significant increase in the use of automation for paid advertising since last year according to 40%of marketers surveyed(compared to 26%of marketers surveyed in 2022).TREND9The State of Marketing Automation 2023 Conducted

21、 by Ascend2 and Research Partners Published March 2023AREAS OF CURRENT USE 2021/2023There have been notable increases in the use of automation since 2021 according to our trends data.Nearly two-thirds(63%)of marketers this year report using automation in their email marketing efforts compared to jus

22、t 40%of those surveyed in 2021.Other notable increases in the use of automation include the areas of social media management,paid ads,content management,and landing pages.TREND14%16%17%18%18%18%19%21%21%22%23%26%32%39%40%14%16%16%18%20%21%22%24%26%28%29%35%40%50%63%LEAD SCORINGDYNAMIC WEB FORMSSALES

23、 FUNNEL COMMUNICATIONSSEO EFFORTSWORKFLOWS/VISUALIZATIONLIVE CHATPUSH NOTIFICATIONSACCOUNT-BASED MARKETINGCAMPAIGN TRACKINGSMS MARKETINGLANDING PAGESCONTENT MANAGEMENTPAID ADSSOCIAL MEDIA MANAGEMENTEMAIL MARKETINGIN WHICH OF THE FOLLOWING AREAS DO YOU CURRENTLY UTILITZE MARKETING AUTOMATION?20232021

24、10The State of Marketing Automation 2023 Conducted by Ascend2 and Research Partners Published March 2023AREAS OF PLANNED USEWhere are marketers planning to implement automation in the coming year?29%of those surveyed say they have plans to add automation to their social media management initiatives

25、and paid advertising.Another 28%say they will be automating email marketing efforts.21%of marketers will be adding automations to landing pages and SMS marketing.9%13%14%15%16%16%17%18%18%20%21%21%28%29%29%LEAD SCORINGSALES FUNNEL COMMUNICATIONSDYNAMIC WEB FORMSSEO EFFORTSWORKFLOWS/VISUALIZATIONACCO

26、UNT-BASED MARKETINGPUSH NOTIFICATIONSLIVE CHATCAMPAIGN TRACKINGCONTENT MANAGEMENTSMS MARKETINGLANDING PAGESEMAIL MARKETINGPAID ADSSOCIAL MEDIA MANAGEMENTIN WHICH OF THE FOLLOWING AREAS DO YOU PLAN TO ADD MARKETING AUTOMATION IN THE COMING YEAR?11The State of Marketing Automation 2023 Conducted by As

27、cend2 and Research Partners Published March 2023BUILDING EFFECTIVE CUSTOMER JOURNEYSThere is room for improvement when it comes to the ease of creating effective customer journeys using their current automation platform according to marketers.Less than one-quarter(22%)of marketers surveyed feel stro

28、ngly that their marketing automation platform they use makes it easy to build effective customer journeys.Another 53%say they somewhat agree leaving one-quarter(25%)who disagree.22%53%17%8%STRONGLY AGREESOMEWHAT AGREESOMEWHAT DISAGREESTRONGLY DISAGREEMY MARKETING AUTOMATION PLATFORM MAKES IT EASY TO

29、 BUILD EFFECTIVE CUSTOMER JOURNEYS.12The State of Marketing Automation 2023 Conducted by Ascend2 and Research Partners Published March 2023BUDGET TRENDSNearly 60%of marketers report expectations of an increase in their budget for marketing automation in the year ahead.While only 8%of those surveyed

30、say this will be a significant increase,51%describe this increase as moderate.Only 11%of marketing professionals surveyed say that their budgets dedicated to marketing automation will be decreasing in the coming year.8%51%30%8%3%INCREASING SIGNIFICANTLYINCREASING MODERATELYSTAYING THE SAMEDECREASING

31、 MODERATELYDECREASING SIGNIFICANTLYHOW IS THE BUDGET FOR MARKETING AUTOMATION CHANGING IN THE COMING YEAR?13The State of Marketing Automation 2023 Conducted by Ascend2 and Research Partners Published March 2023CONFIDENCE IN METRICS80%of marketing professionals feel confident in the metrics they curr

32、ently use to gauge marketing performance.One-in-five marketers feel extremely confident in the metrics they currently track.Another one-in-five marketing professionals feel unconfident to some extent in the metrics they utilize to gauge marketing performance.20%60%16%4%EXTREMELY CONFIDENTSOMEWHAT CO

33、NFIDENTSOMEWHAT UNCONFIDENTEXTREMELY UNCONFIDENTRATE YOUR CONFIDENCE IN THE CURRENT METRICS TRACKED TO GAUGE MARKETING PERFORMANCE.14We fjnd the right audience,ask the right questions,and gather insightful data to create useful and afgordable research that will help you generate demand and increase

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