First Forrester forecast for marketing automation finds it is still ‘early innings’ for adoption
The annual marketing spend for these platforms will more than double by 2023, the report predicts.
In the hubbub over all the new technologies, the workhorse marketing automation platforms keep doing their jobs.
And in “Marketing Automation Technology Forecast, 2017 to 2023 (Global)” [available for Forrester clients only], 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.
Although it may seem marketing automation platforms are old news, report co-author Jennifer Adams told me via email 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.