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BtoB

Study: Marketing automation spend to hit $325 million

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Chappaqua, N.Y.—B-to-b marketers will spend $325 million on marketing automation solutions this year, a 50% increase in marketing automation spending over last year, according to a study by marketing consultancy Raab Associates. According to Raab's “B2B Marketing Automation Vendor Selection Toolkit,” which also offers product comparisons and recommendations, midsize businesses (those with sales of $20 million to $500 million) command the bulk of the dollars spent, projected to hit $145 million, or 45% of the total. However, “microbusinesses” (defined by Raab as companies with less than $5 million in revenue) lead in the number of marketing automation installations, forecast to total 12,000, or 61% of all system installations. Raab's marketing automation spending estimates are based on information provided by vendors in May and June, according to the company.
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