New research by Act-On highlights significant shifts in the attitudes of marketing teams as they begin to face the post-COVID environment.
55% of marketers do not believe they are getting what they need from their existing marketing automation platform from a value perspective. Marketers are demanding more from their marketing automation platforms, with improved user experience, tech-stack integrations, and automated updates to new compliance requirements cited as critical needs.
While 40% of marketers want "ease of implementation and use" from their marketing automation platform, 29% want reporting and analytics capabilities. 95% of marketers also cited customer support as a significant factor.
Act-On's CEO Kate Johnson said marketing automation platforms must continually adapt to meet evolving customer needs. "It's therefore imperative that marketing automation platforms deliver on the promise of providing a more efficient and engaging customer journey experience," added Johnson.
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