Nearly all (98%) of small-business software buyers are shopping for marketing-automation software for the first time, according to a new report by research firm Software Advice, a division of Gartner.
The survey found that 47% of small-business buyers are still using manual methods to manage their marketing activities; 17% use industry-specific software; 15% use CRM software; 8% use email marketing software; and only 2% now use marketing automation software.
The top reasons small businesses want marketing automation? Improving lead management (27%); not being satisfied with their current system (15%); need better or more features (13%); and company growth (10%).
The top features small businesses are looking for in marketing-automation software are contact management (74%), email marketing (55%), lead tracking (43%), "drip" marketing campaigns (39%) and follow-up management (38%).
The top industries shopping for marketing automation software for the first time are real estate (37%), consulting (11%), manufacturing (5%), retail (4%), insurance (4%) and software/IT (3%).
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