Managing B2B marketing automation in 2022

Spotler and Smart Insights' latest research on the B2B adoption of marketing automation

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 the different features of marketing automation, which challenges have they faced, what are the success factors and what results have they achieved? To find out, we asked marketers globally what marketing automation challenges and opportunities they face in 2022.

This 2022 edition of B2B Benchmarking research from Smart Insights, created in collaboration with our research partner Spotler, 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 and tactics available through automation, to improve their digital tactics and help grow their business.

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. Yet our research shows that not all B2B organizations are fully implementing marketing automation.

Benchmark your business' use of marketing automation with our latest report and discover how you can elevate your marketing with automation in 2022.

Who is this report for?

This guide is for marketing managers and digital strategists working in business-to-business organizations who want to understand the various options for marketing automation, the success factors for implementation and how to use these tactics across their business to win and retain more customers.

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 are.

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 and tactics available through automation, to improve their digital tactics and help grow their business.

Resource Details

• Format: PDF report providing insight into how marketers see and use marketing automation
• Related recommended resources: Email Marketing and Automation Learning Path
• Authors: Dr. Dave Chaffey and Amelia Mayes

About the authors

Dr. Dave Chaffey and Amelia Mayes from Smart Insights have produced this report in collaboration with Spotler.

Dr. Dave Chaffey 

Dr. Dave Chaffey is co-founder of Smart Insights and is a renowned digital marketing expert and speaker. 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.

Amelia Mayes

Amelia Mayes is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 7 years’ experience in digital marketing, specializing in content marketing.

About Spotler

Established in 2005, Spotler (previously known as CommuniGator) 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.