First things first, what is marketing automation? According to Marketo, marketing automation is a version of software that streamlines, automates, and measures marketing tasks and workflows so that companies can increase operational efficiency and grow revenue faster. Marketing automation replaces manual or repetitive marketing processes with performance-based applications and software that allow you to purposefully plan and execute caA rising number of Australian businesses have adopted marketing automation as a tool to present interactive and engaging content with their new and existing customers. Moreover, thanks to the resulting increase in sales conversions, the Marketing Automation Industry in Australia has seen a boom, with many Australian businesses integrating marketing automation software into their customer experience strategies.
According to Frost & Sullivan, Australia’s cloud services market would soar from $1.23 billion in 2013 to $4.55 billion by 2018, and the subsequent investment in marketing automation would double to $1.8 billion from 2013-18. The rise in investment will result in a hiring boom targeting operators whose expertise lies in maximising the return of data-driven marketing platforms.
According to Gartner, Australian businesses have invested $868 million in customer service, marketing, sales and e-commerce software in 2014; the figure grew by 10% in 2015 to cross $1 billion. This number is expected to double by 2018 and is expected to rise by 20% per year.
Some interesting statistics for Marketing Automation in Australia, will give you an overview of the sector, and let you know why you should use Marketing Automation in your business.
These are the tools that dominate the Marketing Automation Industry in Australia.
A study by Forrester and Oracle shows that while Australian marketers are leaders and pioneers in the segments of marketing automation and integration, there still is a long way to go.
According to research conducted by Green Hat:
This illustration shows that 37% of B2B Organisations are not aware or did not track the cost of sales lead. This demonstrates that a significant percentage of the B2B organisations are in this category. Apart from this fact, the majority of companies spent less than $500 on generating a lead.
According to a new study by Green Hat these are the new marketing budgets of B2B organisations for 2017:
This shows that there is a large variety of marketing budgets amongst companies with more than 50% spending less than $500k but with then a few spending more than $10 million.
The same companies were then asked where they expect to spend at least 20% of their marketing budget in the next 12 months
Majority of the B2B organisations expect an increased ROI through higher Email or SEO marketing investment. Content development has also been focussed on by the marketers to get a decent ROI. Public Relations, Direct Mailing and telemarketing are not expected to receive a high ROI.
The same organisations were asked if they had developed personas for buyers in their target market:
This graph shows that less than half of all companies surveyed had developed personas.
Marketing Automation Statistics in Australia show a large number of benefits for marketers using these tools.
According to the Marketing Automation Report of 2014, the following are the biggest challenges of using Marketing Automation Software.
Adopting marketing automation software has proven to benefit business in a myriad of ways. These Marketing Automation Stats for Australia give you a proper insight into the sector. For a more thorough understanding, contact an experienced marketing consultant who can guide you towards making the right choices when you want to invest in marketing automation.