B2B Companies: Are You Making the Most of Your Marketing Automation?

August 29, 2017   /   by  Diane Callihan

A Recent Report Says, “Probably Not”

A recent Econsultancy article, entitled B2B Marketing Automation Software is Underused and Symptomatic of the Industry, makes a compelling argument that most B2B marketers are missing the mark when it comes to making the most of their marketing automation software.

It’s proven that marketing automation works. According to Econsultancy's State of B2B Automation report, 62% of top-performing companies are currently using an MA tool, but only 4% of companies using the tool strongly agree that they are using it to its full potential.

While most companies in the report use marketing automation for its email capabilities (84% of B2B market leaders, 70% of lesser performing companies), use of other features such as A/B testing, account-based marketing and dynamic segmentation drops off dramatically.


Lack of resources and skilled experience top the reasons cited in the report.

This is symptomatic of our industry - lots of amazing tech but not enough practitioners that know what they're doing with it. – Ben Davis, Econsultancy

While the article goes on to emphasize the importance of choosing the right platform and putting skilled people in place, we’ve put together a helpful eBook for those of you that have already invested in MA, and want to know how to make the most of it with the resources you already have.

If your marketing automation tool is not paying off like you expected, it’s not too late to turn things around. Download our eBook, 7 Surprising Ways to Generate Leads with Your Marketing Automation Platform, for helpful tips to maximize your MAP’s potential.

And if you don’t have the time, resources or experience in-house to dedicate to marketing automation, we’d be happy to help you plan and execute a strategy. Let’s talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.