Marketing Automation: Not Just For B2B But For B2C Companies Also

Due to the complexity of sales processes which require multiple interactions with leads through email and other social media channels, B2B (business-to-business) marketers heavily rely on marketing automation software to take over repetitive tasks. It is not surprising then that industry and business companies account for 41% of all companies who use marketing automation in the world for the year 2016, this is according to a study from marketing tech firm SimilarTech and data gathering agency Bold Digital.

B2C (Business-to-customer) sales cycles are much quicker to finish and so the need for marketing automation and CRM Singapore software is not as dire. However, that does not mean that B2C marketers are not using automation. Telecom and internet companies, for example, are 10% of those who use automation. Other business sectors integrate it as well. Shopping brands are the 5% of users, and travel companies also make up 2% according to the same study.

More companies would be able to integrate marketing automation into their operations if it were not for obstacles such as tight budgets. A February 2017 survey from an email provider GetResponse states that 36.1% of B2C and B2B email marketers responded that it was a challenge for them to allocate budget for marketing automation.

Bad data is also a culprit – 35% of marketers in the survey indicated that the quality of customer data is a challenge.

As the landscape for technologies in marketing continues to grow, the increasing number of automation tools can be very overwhelming for marketers. More than a third or 35% of marketers say that having the know how to implement many types of automation was an issue for them, according to GetResponse.