Source: Ascend2 [download page]
Notes: Lead nurturing (52%) and analytics and reporting (51%) are the most valuable features of a marketing automation system, according to survey results from Ascend2 and its Research Partners. Previous research has found those to also be the most-requested features by buyers, although lead scoring, another highly-requested feature, was cited by few respondents to the Ascend2 survey as valuable to them. Separate results from the survey indicate that the most important objectives of a marketing automation strategy are to increase sales revenue (47%) and lead generation (47%), with productivity improvements less important than in a similar survey conducted last year. The most challenging obstacle to marketing automation success continues to be the lack of an effective strategy (45%).
Related: Marketing Automation Tools’ Top Benefits and Most Important Features
About the Data: The Ascend2 study results are based on a survey of 317 marketing, sales and business professionals from around the world. Some 49% come from companies with at least 50 employees, and 76% are primarily B2B-focused.