- According to a study from SiriusDecisions, only 16% of B2B firms in North America have adopted marketing automation technology.
- Certain industries have even lower rates of adoption — finance and manufacturing, for example — have adoption rates in the single digits. Only 2% of businesses in healthcare use marketing automation technology.
- The only exception to the rule, perhaps because of a higher level of tech aptitude, are the information technology firms that have 65% adoption rates.
This study highlights a case of a buzz word being well ahead of the practice's actual adoption. For B2B companies to really scale marketing, the only option is to use marketing automation technology. This doesn't meant that adoption won't come, it just points to the fact that B2B might be dragging its feet a little.