A study conducted by Act-On Software has revealed that North America is more likely to adopt marketing automation than Europe, and are more likely to see good return on investment from the technology. The study found that 91% of businesses in North America that are using marketing automation have seen a high return on investment. This compares to just 72% of European businesses seeing the same. A spokesperson from Act-On Software said that the results show that North American businesses are using “modern marketing technologies like marketing automation to help them better compete and achieve their business goals”. However, it was also found that just 27% of B2B companies think that marketing automation “has increased marketing's contribution to the pipeline”. Meanwhile, an analyst from Econsultancy noted that 47% of B2Bs still do not use automation technology “despite the important role [it] plays in helping marketers to deliver against commercial objectives”.Â
