"How do CMOs optimise
their marketing automation strategy and what are the success factors?"

Reason for research

CMOs (chief marketing officers) are becoming increasingly critical of how Marketing Automation is deployed. This is one of the interesting trends we see based on our previous research among our Hubspot and SharpSpring customers and over 150 decision-makers.

The data in the survey show a common thread: marketing is increasingly focusing on ways to identify profitable leads faster because sales simply cannot follow up on every lead. Therefore, a shift is taking place in organisations' marketing strategy. We see an increase in the use of market intelligence and careful preliminary research (account-based marketing). Moreover, more and more basic commercial processes are being automated.

People increasingly prefer online to events. Newsletters are hardly ever sent and call centres are used less and less. There is a focus on messaging. We saw these developments before COVID-19, but the pandemic seems to accelerate them.

What do these developments mean for the way your marketing team works with the sales team? What is the role of marketing automation and what are the innovations in this area? Is your organisation ahead or behind in these developments compared to your environment?

To gain insight into these issues, The Blue Hour is conducting a benchmark survey. This research focuses on the question: How do managers and directors optimise their marketing automation strategy and what are the success factors?

By participating in the survey, you can use the results of the survey to improve the quality of your leads in the short term and increase your sales and marketing conversion rates. Moreover, you will gain insight into how your fellow CMOs are handling marketing developments.