First Forrester Forecast For Marketing Automation Finds It Is Still ‘Early Innings’ For Adoption

Although there is always going to be a lot of hubub over new technologies, the marketing automation platforms workhorse will keep trucking along, doing their jobs.

In “Marketing Automation Technology Forecast, 2017 to 2023 (Global),” which is only available to Forrester clients, which is its first such report on this space, research firm Forrester predicts that spending for these kinds of tools will grow vigorously over the next few years, reaching $25.1 billion annually by 2023 from $11.4 billion last year.

Even though it seems marketing automation platforms are old news, report co-author Jennifer Adams said that “B2B marketers are still in the early innings of adopting marketing automation technology tools and this trend will continue to drive growth over the next five years.” Over a thousand marketers from eight countries were surveyed for the report.

[Read the full article on MarTech Today.]

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