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State of Marketing Automation 2019 – Drivers and Adoption
Marketing automation, in recent times, has helped companies improve their sales productivity and decrease marketing overheads. It is no wonder then that Forrester states there has been a rise in spending in marketing automation tools from $11.4 billion in 2017 and predicts that it will go beyond $25 billion by 2023.
However, despite the extensive adoption of marketing automation by marketers, our initial reading into the subject indicated that most businesses are yet to tap into the full potential that marketing automation has to offer.