Complexity of MAPs and growing talent gap resulting in small percentage of teams utilizing these platforms to their full potential

Revenue Marketing consultancy Demand Spring today released their Marketing Automation Platform (MAP) Insights report, which takes a deep dive into how marketers from across the industry are optimizing their marketing automation platforms.

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“At Demand Spring, we see the huge value in utilizing MAPs, but we wanted to know if other organizations see similar value and are using these MAPs effectively,” said Derek Boshkov, Director of Marketing Technology at Demand Spring. “This report outlines the feedback and results we gathered from marketing professionals across a variety of industries, and provides insights on the most desired MAP features, usage challenges, and the metrics that are viewed by marketers as the most important.”

The report highlights a number of key findings, including:

• 66% of marketers reported seeing an increase in departmental efficiency since implementing a MAP.

• 79% of marketers indicated that email marketing is the most commonly used MAP feature.

• 52% of marketers say the ability to integrate other software within their MarTech stack is key when selecting a MAP.

• More than half of organizations have only started utilizing MAPs within the last four years, even though these platforms have been available for over 15 years.

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Given the number of reports and insights available through MAPs, it was surprising to find that 47% of marketers were unsure of the ROI attributable to their MAP.  This indicates that marketers are not fully leveraging the available reports and dashboards to inform their future marketing decisions.

“While we did find that a lack of staff and internal expertise has become a barrier for many organizations to implementing all of the features and functionality available within their MAP, marketers have still seen proven value from using a MAP within their organization,” said Boshkov.  “So while just 56% of respondents indicated that they have seen an increase in conversion rates, we know that as marketers become more comfortable with implementing multi-channel nurture strategies, these rates can and will improve.”

This Marketing Automation Platform Insights report is original research based on the results of surveys distributed by Demand Spring to marketing executives, including marketing operations executives, during April and May 2021.

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