A new study on SMB adoption of marketing automation tools, commissioned by marketing automation firm ActiveCampaign, describes the progress from using email marketing (a requirement to participate in the survey) through CRM to marketing automation.
The report of the survey’s findings asserts that marketing automation is the next area where SMBs will invest in marketing technology, based on the premise that SMBs have been training themselves in online marketing using email marketing and are now poised to “graduate” to more complex marketing technology. Fear of complexity has been a major factor in holding SMBs back from adopting new marketing technology.
