The State of Marketing Automation 2024 Report

This report, titled The State of Marketing Automation 2024, is a survey summary that presents findings from 387 marketing professionals regarding their experiences and strategies in marketing automation. Conducted by Ascend2 and its research partners, the report outlines the evolution of marketing automation, particularly in the context of advancements in AI and personalization. It documents key trends, including budget increases for automation, with 54% of marketers anticipating higher budgets in the coming year. The report also identifies primary goals for automation, such as improving data quality and identifying ideal customers. Additionally, it highlights the challenges faced by marketers, including the need for quality data and effective strategy creation. The report emphasizes the importance of automation in enhancing customer journeys and details the extent of automation currently employed by marketers. Overall, the findings aim to inform marketing professionals about current practices and future directions in marketing automation.