Waltham, Mass.—While a minority of companies has a marketing automation process in place, those that do outperform their nonautomated competitors in volume and quality of leads, according to a study by lead-generation company BuyerZone.com.
“The State of B2B Lead Generation” found that only 13% of 211 respondents to an online survey in March said they use marketing automation. Of those, 32% said they were satisfied with the volume of their leads (versus 16% of nonmarketing automation users), and 32% reported strong lead quality (versus 20%).
The implementation of sales force automation also has a positive impact, according to the survey. Those companies deploying some form of customer relationship management experience better marketing-sales alignment, a wider variety of lead sources and higher marketing budgets.