The 2024 State Of Marketing Automation
Automation might make the marketing world go ‘round, but it’s also completely bogging it down. All it takes is one glance at Scott Brinker’s Marketing Technology Supergraphic to realize marketers are neck-deep in technology that they may or may not need. Specifically, a whopping 85% of B2B marketers using marketing automation platforms feel they aren’t reaching their full potential — primarily because systems across the board are too disparate.
With point solutions for seemingly every problem a marketer might encounter, “shiny new object syndrome” compelled practitioners to adopt every automation technology possible. Now that the marketing automation goldrush has run dry, businesses are focused on re-evaluating their technology stacks to make the most of existing solutions.
Throughout this special report, we’ll examine the current state of marketing automation, with a focus:
- The role of automation and AI technologies in predicting buyer behaviors and informing next-best actions;
- How marketers can balance lead and brand marketing priorities while leveraging automation;
- The power of utilizing automation tools to promote cohesive narratives and customer-centric experiences;
- How to analyze data and other signals via AI; and
- How to update tech stacks with the latest tools and eliminate lagging technology.
