Marketing automation technology has officially moved from newfangled to mainstream.

Marketers like to have control over their communication and campaigns, and who can blame them? When every piece of creative content that crosses their desks needs to get to the right consumer at exactly the right time, it’s easy to understand why they’d be reluctant to trust a newcomer with the job — even if that newcomer wasn’t human.

That’s why, for years, that need for control has translated into an industry-wide hesitation to implement marketing automation software. While marketers’ day-to-day was bogged down by tedious tasks, handing those tasks over to a machine didn’t necessarily seem like a better option than just continuing to deal with them.

However, recent technological advancements have opened the marketing automation floodgates and pushed marketers to overcome their initial aversion to the technology. As marketing automation software has become even more powerful and the numerous tasks associated with digital marketing have become more onerous, automation has gone mainstream, with 70% of businesses either already using or currently implementing an automated marketing platform.

While this new technology doesn’t come cheap, and technology spend is now higher than ad spend for most companies, the investment is paying off  — and quickly, too. Marketers using automation software generate twice the leads of those using regular blast email software and are perceived by their peers to be twice as effective at communicating; 64% of these marketers also report that they saw the benefits of marketing automation within six months of its initial implementation.

For more information about marketing automation, check out our new infographic below:

Author Cooper Pickett

Cooper is the CEO and a co-founder of L&T Co. He is a partner of Columbia Entrepreneurship at the Columbia Startup Lab and a 2010 graduate of Columbia University (CC’10). At L&T, he oversees a growing international team that works around the clock to get clients results. He has extensive leadership and team-building experience from his time as the CMO of a real estate startup. He excels as a marketer and strategist — qualities he refined and developed as the founder of e-commerce businesses in the sports and subscription spaces. With the founding of L&T, Cooper brings these strategies and insights to companies worldwide. He participates in Princeton University’s Employer in Residence program, serves on the Columbia Startup Lab’s leadership committee, and speaks on industry panels about entrepreneurship, marketing, and startups. On occasion, he teaches web marketing at General Assembly.

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