Automation is increasingly essential in B2B marketing. With that in mind, many businesses are looking to get involved. In fact, a recent survey has indicated that 59 percent of all Fortune 500 companies that specialize in B2B have adopted a marketing automation platform of some kind in 2015 (1). That's more than double the amount of firms that had it just two years ago.
The results are proving to be quite powerful. One Fortune 500 company noted a 165 percent increase in email click-through rates just from utilizing marketing automation. It makes some sense: These big businesses have the most revenue to both gain and lose just from making significant changes in their marketing operations.
So why are businesses so intent on using marketing automation? A large part of it is a change in the dynamics of marketing overall. In the face of more versatile and aggressive competition, automation helps companies become far more efficient and flexible in their campaigns (2). More importantly, though, there is an oversaturation of content: IBM noted that more content has been created online in the last two years than has been made in the entirety of human history. With automation, marketers can cut through all the chaff to find quality leads that can convert in to sales opportunities.