The “2023 State of Marketing Automation” report by Insightly and Ascend2 explores how B2B marketers are leveraging automation to enhance customer journeys and improve ROI. While 94% find some success with automation, only 29% report best-in-class performance, signaling room for growth. Top goals include optimizing automation strategy, improving data quality, and identifying ideal customers. Usage has increased year-over-year, particularly in email marketing, content management, and paid ads. However, only 27% strongly agree their tools support effective customer journeys. Budgets for automation are rising, with 70% of marketers planning to increase investment in the coming year.

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