Marketing Automation

Even Small Businesses Are Ready for Marketing Automation

By Ad Age Staff Published on .

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%).

If your company is looking for a marketing automation partner, turn to LookBook.

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