First Forrester forecast for marketing automation finds it is still ‘early innings’ for adoption

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.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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