Looking at the figures of the marketing automation business, it seems we’ve only scratched the surface. B2B marketing automation alone makes up for over 14 billion dollars of revenue in 2020, showing a growth rate of 20% per year (source: Sharpspring, Investor presentation).
Every marketer needs, wants or uses marketing automation today. The reason for that is not only that it has a lot of advantages, but also the fact that the category of marketing automation has become so broad and meaningless that you probably already have a tool that would fit the description. The same ambiguity also prevents marketers to truly find what they need to increase revenue.
Technology is a medium, designed to solve a problem, like customer retention, lead generation or increase up-selling. If finding the right technology already requires a tremendous effort, you risk forgetting the actual problem instead. Getting carried away by shiny objects could leave you with a big investment without even getting to a break-even.