Managing B2B marketing automation in 2020

CommuniGator and Smart Insights present the latest research on adoption of marketing automation within the B2B sector

How will this guide help me and my business?

You know the promise of marketing automation - it should enable marketers to increase return on investment by delivering more relevant, targeted prospect and customer communications across the customer lifecycle. But what is the reality for Business-to-business (B2B) marketers as they have implemented marketing automation? How many businesses are using different features of marketing automation, which challenges have they faced, what are the success factors and what results have they achieved?

This new B2B benchmarking research from SmartInsights.com in collaboration with our research partner CommuniGator aims to show the current drivers and barriers for B2B adoption of marketing automation and how it is used in practice 'in the real-world'. It’s aimed at helping B2B marketers review their current use of marketing automation to show them how they can make better use of the features of marketing automation.

Our research shows that not all B2B organisations are yet fully implementing marketing automation. So, if it's new to you, marketing automation enables businesses to automate tasks and workflows for the marketing and sales process including prospect and customer profiling on landing pages, lead scoring, sending automated personalized emails and web recommendations to support lead nurturing and customer engagement.

Who is this report for?

This guide is for marketing managers working in business-to-business organizations who want to understand the options for marketing automation and the success factors for implementing marketing automation projects to integrate it into the marketing and sales process.

What does this report cover?

This report gives insight into how marketers see and use marketing automation; what their challenges, drivers, and barriers to implementing and using marketing automation.

The report aims to show the current drivers and barriers for B2B adoption of marketing automation and how it is used in practice. It’s aimed at helping B2B marketers review their current use of marketing automation to show them how they can make better use of the features of marketing automation.

Resource Details

• Format: PDF report providing insight into how marketers see and use marketing automation
• Related recommended resources: Email Marketing Strategy Guide 
• Authors: Dr Dave Chaffey and James Story

About the authors

Dr Dave Chaffey and James Story from Smart Insights have produced this in collaboration with CommuniGator.

Dr Dave Chaffey 

Dr Dave Chaffey is Co-founder and Content Director of digital marketing management advice site Smart Insights. He is author of 5 bestselling books on E-commerce including Digital Marketing: Strategy, Implementation and Practice and was recognized by the Chartered Institute of Marketing in 2004 as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

James Story

James Story is Content Manager and Data Analyst at Smart Insights, creating and coordinating member content across 20 digital marketing toolkits. He is a University of Leeds graduate and has spent the last five years creating content for online PR, SEO, and digital marketing activities.

About CommuniGator 

Established in 2005, ComminiGator has become one of the leading marketing automation software providers in the UK. Owned exclusively by the founders & staff, they have no one else to satisfy but their clients. That’s why they treat email marketing with the attention it deserves. The features & functions of their bespoke marketing automation software have been developed to make the marketer’s life both easier and more effective.