Research shows that over 50% of marketers aren’t getting

LONDON, Jan 28, 2022 (GLOBE NEWSWIRE) – With the customization and dynamic sharing of Passwords 2022, marketers are demanding more of their marketing automation platforms with improved user experience (UX) for ease of use, additional technology integration, and automated updates The new compliance requirements listed as very important needs. New research by Act-On, a leading provider of growth marketing, shows some major shifts in the attitudes of marketing teams as they begin to prepare for the post-COVID business environment.

The research – involving more than 800 marketing professionals – reveals what is most important to marketers today as they expand one of their most valuable tools: their marketing automation platform. Ease of implementation and use, followed by reporting and analytics capabilities, was found to be at the top of the list by 40% and 29% of respondents, respectively. However, customer support was considered an important factor for 95% of the respondents. Interestingly, cost of ownership was the least significant, highlighting the astounding value that can be generated from implementing an effective marketing automation process, or on top of the marketing spend that gets lost when it’s not in place.

Kate Johnson, CEO of Act-On, comments: “In today’s increasingly complex and multi-layered digital world, marketers need to be able to easily and easily implement complex, data-driven, multi-channel initiatives. Therefore, marketing automation providers must Continuously adapting to meet customer expectations – always with “ease of use” in mind. New and more complex capabilities and integrations must be rolled out as part of a simple user experience so that users get the most value.”

Another key finding from the research is that nearly one-fifth (18%) of marketers do not feel confident in their contact database and, therefore, their data cannot be relied upon to be utilized in marketing campaigns. It also found that more than half of marketing professionals (55%) do not believe they are getting what they need from their existing marketing automation platform from a value perspective, indicating that they are clearly looking for more.

Johnson continues: “Today’s marketers need to continually evolve their strategies in order to connect with their audiences in new and engaging ways. It is therefore imperative that marketing automation platforms deliver on the promise of providing a more efficient and engaging customer journey experience. Additionally, marketers need to know they have support within reach. Hand to help them transition to new platforms or move into different ways to interact with audiences.

“Marketing automation platforms must enable marketers to go beyond the goal and engage goals at every step of the customer lifecycle to create effective strategies to grow their business. For this to become a reality, marketers must focus on an automation system that puts the ability to effectively collect and analyze data, to The aspect of a superior user experience that makes their lives easier is a top priority. At Act-On, we place a strong emphasis on these elements because we are uniquely committed to helping our customers achieve maximum value from our platform.”

Act-On’s Growth Marketing platform and solutions put user experience and customer support at the heart of everything you do. To learn more about marketing automation trends for 2022, see our recent Act-On panel discussion, in which a group of experts and partners discussed this research in more detail and offered best practice advice.



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