However, it also uncovers challenges in data quality, strategy implementation, and the full utilization of available features. Key Findings from the Report Include High Success Rates: 96% of respondents find their marketing automation efforts at least somewhat successful, with 34% considering their efforts "very successful” or "best-in-class.” Data Quality Challenges: 44% of marketers cite improving data quality as a top priority in 2025, highlighting the need for better integrations and advanced analytics. Strategy Implementation: 51% of marketers find creating an overall marketing automation strategy to be the most significant challenge.
Core Feature Utilization: Email marketing (57%) is the most utilized feature, while other important features lag behind. Increased Budgets: 75% of B2B marketers plan to increase their marketing automation budgets in 2025, reflecting a growing understanding of its competitive advantage. "This report serves as a roadmap for B2B marketers to leverage the power of marketing automation more effectively," said Jeff Day, CMO at Act-On Software.
Act-On is committed to providing the tools and insights necessary to help marketers get the most out of their marketing automation software". The "State of B2B Marketing Automation 2024" report is available for download on the Act-On website here.
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