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Half of business-to-business (B2B) lead generation marketers report using integrated marketing automation in their organizations, while 19% use non-integrated marketing automation and 30% have no marketing automation at all, finds a September 2012 report [download page] compiled by Lenskold Group and sponsored by The Pedowitz Group. Companies that use full-featured integrated marketing automation are more likely to expect to outgrow their competitors in the next year than those who don’t use marketing automation (60% vs. 40%).

An August 2012 report from Raab Associates reveals that the B2B marketing automation industry is growing at rapid rate, with revenues expected to reach $525 million this year, up 60% year-over-year.

Automation Improves Lead Quantity, Quality

Data from the “2012 Lenskold Group / Pedowitz Group Lead Generation Marketing Effectiveness Study” indicates that those companies using marketing automation (both integrated and non-integrated) report increases leads, sales and revenue metrics. A majority have experienced increases in the quantity of leads generated and the quality of leads passed to sales (61% and 60%, respectively). 48% report greater percentage of leads accepted by sales, while many also see increases in total marketing revenue contribution (46%), lead to closed-sale conversion (40%) and revenue per sale (28%).

Most Satisfied, but Some Challenges Remain

While marketers who use marketing automation are generally satisfied with the effectiveness of their automation efforts, just 13% report being very satisfied. 48% are somewhat satisfied, 24% are somewhat dissatisfied, 5% are very dissatisfied and 11% are unsure.

When asked the primary reason that they were not “very satisfied” with the level of effectiveness form marketing automation, lack of content for campaigns led the list (16%), followed by lack of alignment with sales organizations, and lack of optimization technologies (tied at 15%).

About The Data: The Pedowitz Group data is drawn from an online survey 373 respondents who indicated that they were in B2B companies (half or more of their revenues generated from business customers) and whose marketing group generates leads for a sales organization or channel partners.

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