Marketers have established that marketing automation can help us unexplored tangents, yet many are still struggling with finding the right expertise and human resources, the latest survey from Liana Technologies revealed.
The survey was conducted in May 2017 to explore whether or not marketing automation is already utilised in companies, what benefits have been achieved with the technology, and why some companies still hesitate to adopt the new technology, and it got a total of 421 responses from Europe, Asia and the Middle East.
The results revealed that marketing automation is already in use in many companies. Over a third of the respondents said they are using marketing automation in their work. Those companies not yet using the technology are very interested in automation technology. Almost 40% of the companies not using marketing automation said they are planning to adopt the technology within the next 12 months. However, over half of the respondents still weren't sure.
The main obstacle for adopting the technology is the lack of know-how. Nearly 60% of the respondents said the lack of experience or knowledge is the main reason why the company has not put marketing automation in use. Almost half of the respondents also named the lack of personnel and a third the lack of strategy as the main reason for not having adopted the technology. Technical challenges, like the difficulty of adoption process or complicated usage, were also frequently mentioned in the survey results.