B2B Marketing Automation Users Split on Benefits in Japan - eMarketer
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B2B Marketing Automation Users Split on Benefits in Japan

The biggest benefit is visualization of marketing results

June 17, 2016

About six in 10 business-to-business (B2B) marketers in Japan agree that marketing automation is beneficial, according to January 2016 research.

B2B Marketers in Japan Who Agree that Marketing Automation Is Beneficial, Jan 2016 (% of respondents)

Japan-based marketing automation service provider Shanon surveyed B2B marketers who had already implemented automation at the companies. A majority—though not an overwhelming one—thought it was generally beneficial.

Among that group, over half cited the ability to visualize the results of sales and marketing promotions as a benefit—more than pointed to any capabilities that might lead to those results.

Benefits of Marketing Automation According to B2B Marketers in Japan, Jan 2016 (% of respondents)

Almost 37% of respondents who saw benefits in automation said it helps to eliminate complex operations, freeing marketers to focus on other tasks.

About 30% of marketers find that marketing automation leads to increased leads, key to any marketer’s plans or campaigns.

Rarely, however, does automation help B2B marketers in Japan close more deals or make more sales.

When it comes to key performance indicators, nearly 30% of B2B marketers in Japan say they would consider using a KPI that shows the ratio of leads to business negotiations.

Another 27% would also be interested in a KPI that tracks the number of leads obtained by marketers. About a quarter of those surveyed would be interested in a KPI that actually tracks lead conversions.

No other KPI appealed to more than 19% of respondents.

According to a December 2015 estimate by Yano Research Institute, marketing automation services are expected to take in ¥27.5 billion ($227.2 million) in revenues this year, up from ¥22.0 billion ($181.7 million) in 2015.

Yano Research expects significant continued growth in the area. And in January 2016, Salesforce found that 57% of marketing leaders in Japan thought marketing automation would grow in the next year—more than said the same of social listening tools or social publishing tools. Respondents in Japan were also more bullish on the growth of marketing automation than those in the other countries queried, including Australia, the UK and the US.

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