Marketing Automation in Australia & New Zealand


Marketers are successfully implementing Marketing Automation however a large proportion are still rating their capabilities as basic.

In conjunction with Econsultancy we surveyed over 350 digital and ecommerce professionals based in Australia and New Zealand to evaluate current adoption levels, tools and processes employed as well as barriers to effective use of marketing automation.


The findings were surprising and highlighted challenges that ANZ Marketers are facing:

  • 57% of Marketers still listed their number 1 problem as demonstrating ROI of their marketing activities

  • 65% of companies rate their marketing automation capabilities as ‘basic’

  • Automated / triggered email messaging is the most popular activity, for almost three-quarters of companies. Despite lead nurturing being the biggest reason for investment in marketing automation