A paltry 16% of North American b-to-b companies use marketing automation technology, according to new study by SiriusDecisions.
The study, released at the research firm's annual summit last week, shows that while marketing automation may be one of b-to-b marketing's hottest terms, the software's adoption lags behind its buzz.
"I always knew the adoption rate was low but I didn't think it was that low, to be quite frank," said SiriusDecisions technology practice director Jay Famico in an interview.
Only 16% of B2B Companies Use Marketing Automation: Study
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