B2B marketing professionals need to step up their email automation game. According to the "2015 State of Marketing Automation Maturity Report," B2B marketing automation users surveyed stated that fewer than 25 percent of their email campaigns were triggered by a customer's actions (1). In addition, only one-quarter said the majority of their email marketing strategies were automated, meaning that almost 75 percent of B2B marketers manually implement their email responses.
Email automation should reduce B2B marketers' workload and make it more efficient in the process. However, if marketers are not taking advantage of the benefits that come with automating responses, they are creating more work for themselves and losing out on potentially lucrative leads.
Meanwhile, according to the latest "Email Marketing Industry Census 2015," only 7 percent of B2B marketers viewed their email marketing campaign as very successful (2).
Perhaps part of the problem lies in the lack of automation and follow-through on marketers' part. The Spear Group found that roughly 30 percent of respondents said their prospects received less than one email a month. However, best practice dictates that companies should send out at least one email per month to maintain brand awareness.