February 26, 2022

Marketers expectations


New research by Act-On, a growth marketing provider, has uncovered some major shifts in the attitudes of marketing teams as they start to gear up to face the post-COVID business environment. The research, which surveyed more than 800 marketing professionals, revealed what is the most important to today’s marketers as they size up one of their most valuable tools: their marketing automation platform. It was found that ease of implementation and use, followed by reporting and analytics capabilities, are top of the list with 40% and 29% of respondents respectively. However, customer support was deemed to be an important factor for 95% of respondents. Interestingly, cost of ownership was least important, which highlights the incredible value that can be generated from implementing an effective marketing automation process, or moreover the marketing spend that is wasted when one is not in place. 55% of marketing professionals do not believe they are getting what they need from their current marketing automation platform from a value perspective. 18% of marketers do not feel confident in their contact database and, therefore, their data is unreliable to leverage for marketing campaigns. Kate Johnson, Act-On’s CEO, said: “In today’s increasingly complex and layered digital world, marketers need to be able to easily implement and execute on sophisticated data-driven and multichannel initiatives. Marketing automation providers, therefore, must continually adapt to meet customer expectations — with ‘ease of use’ always top of mind.”


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