Only two in five survey respondents (41%) believe their organizations are using marketing automation to its fullest capacity.

The research shows that there are only three areas where more than half of those surveyed are using the basic functions of marketing automation: email (73%), web forms (63%), and landing pages (56%).

Fewer than three in ten users are implementing more advanced tactics such as automated creation of dynamic content and account-based marketing.

58% of Leaders are using lead nurturing vs only 35% of the non-leaders. Similarly, significantly fewer non-Leaders are using their systems’ lead scoring capabilities (37 percent, versus 48 percent for Leaders). It was seen that both these areas are very much on the radar, with 50 percent and 47 percent of companies, respectively, planning to use these tactics.