US B2B marketing automation more advanced than Europe

The research, from UK-based adaptive marketing automation provider Act-On Software, also suggested that North America remains ahead of Europe when it comes to marketing automation sophistication, and results.

Act-On Software surveyed 350 B2B marketing professionals in North America and Europe. A significantly higher proportion of American respondents ( 91%) said that marketing automation had delivered their organisations with return on investment than those in Europe ( 72%). 

Satisfaction levels were also revealed to be higher among automation users in the US, with 93% of respondents describing their platforms as effective, compared with 76% in Europe. 

However, while just over half of organisations said they were using marketing automation, just 27% firmly believe that it has increased marketing’s contribution to pipeline. 

“Marketers today face a changing, daunting world: a crowded vendor landscape, online channels that are fast-multiplying, a digitally disrupted customer journey, but more importantly, the customer they serve is more empowered and more in control than ever before," said Michelle Huff, chief marketing officer of Act-On Software.

"As marketers, we must navigate through this change to succeed. Increasingly, we are seeing companies embrace modern marketing technologies like marketing automation to help them better compete and achieve their business goals.”