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 report, released today, was based on an analysis of 365 phone conversations between small-business software buyers and Software Advice consultants.
For the purpose of the survey, small businesses are defined as those with $50 million or less in revenue, and 67% of respondents have revenue of $1 million or less.
"Our data shows that almost all companies are evaluating marketing-automation software for the first time," said Luke Wallace, CRM market research associate at Software Advice and author of the report.
"Many still also rely on manual marketing methods, such as pen and paper, spreadsheets and one-off emails to manage their marketing activities."
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.