A recent survey from Liana Technologies has explored the application of marketing automation with 421 responders from Europe, Asia and the Middle East. The results revealed that over third of the companies are using automation in their marketing strategy, but the majority is still not 100% sure of the technology itself and how can they implement it.
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The main obstacle for adopting the technology is the lack of know-how. Nearly 60% of the respondents said the lack of experience or knowledge is the main reason why the company has not put marketing automation in use. Almost half of the respondents also named the lack of personnel and a third the lack of strategy as the main reason for not having adopted the technology.