Dive Brief:

• In a recent study from Venture Beat analyst Andrew Jones breaks down the best bets for marketing automation for both B2B and B2C firms. 
• Through the research, it was discovered that 80% of marketing automation users saw leads increase and 77% saw conversions increase. 
• Recommendations for enterprise B2B firms include Eloqua, Marketo, and Pardot and for B2C,  Adobe Campaign, IBM’s Unica, Redeye, and Marketo were suggested. 

Dive Insight: 

Marketing automation as an industry is still growing. According to Venture Beat, marketing automation is only 5% penetrated — leaving a huge opportunity for more companies to adopt a solution. As more firms find out how marketing automation can benefit their company, the industry is certain to expand considerably. Analyst suggestions like Jones can help guide what solution is best.