Marketing automation is an invaluable tool for B2B and B2C businesses. A recent study by Communigator and Smart Insights has revealed 2% of B2B marketers use marketing automation to its full potential.

Previously, 18% of businesses surveyed were not using marketing automation. The results in 2019 presented that 1 in 8 businesses are not using marketing automation.

Lesser than 5% have optimized all the features available to them, this figure has remained consistent since 2016, but there has been a dramatic drop with those who declared they optimized the majority of features, with over 30% previously having done so, this has now fallen to lower than 15%.

Marketing automation offers a valuable option of targeting emails to reflect user activity. 29% of companies do not tailor their emails concerning this.

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