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One-Fifth of Companies Use Marketing Automation to Its Full Potential: Ascend2 Survey

Ascend2 took a look at the state of marketing automation and found that just 20% of respondents feel they are using their system to its full potential.  Lack of training (39%), resources (32%) and budget (31%) were the most cited obstacles, ranking well ahead of poor integration (16%), missing features (14%) and decentralized data (14%).  This doesn’t mean integration is a solved problem: just 7% of respondents said their marketing automation is fully integrated with other systems and 29% said it’s mostly integrated.

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One-Third of Martech Replacement Systems are Built, Not Bought: Third Door Media Study

September 8, 2021

This Third Door Media / MarTech survey found 67% of organizations replaced at least one marketing tool in the past year, with marketing automation (24%), email distribution (23%) and CRM (23%) at the top of the list.  Interesting, but there’s no baseline of how many had each type of system in the first place.  Just over half said getting better features was the main reason for replacement – far outpacing cost.  About 30% of the replacement systems were home grown.  Download for more on decision time, upgrade champions, Covid impact,... Read More >

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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