Marketing Automation & AI Report 2024

Welcome to the fourth DACH study on marketing automation & AI. In 2024, we shed light on the challenge most cited by business leaders: lead generation.

Share your perspective with us and get in-depth industry insights, actions, and tool recommendations customized to your survey responses.

In the past three years, over 1,200 companies took part in this study. For the first time, this survey includes a Benchmark with personalized insights on the last page of the survey.

Jetzt Report 2024 ansehen

Free study

Study focus

AI & lead generation

Lead Generation

The first contact for relevance
Content plays a central role in capturing the attention of potential customers through relevance. AI-driven tools allow companies to produce content that is both unique and tailored to their target audience, increasing the success rate of lead generation.

Lead Engagement

The follow-up for engagement
The importance of nurturing and personalization in today's marketing world cannot be overstated. By using AI, companies can ensure that each lead receives content that is precisely tailored to their needs and interests. This not only promotes trust, but also increases the likelihood of a purchase.

Lead Scoring

Evaluation and authority
To ensure that sales teams use their time efficiently, it is important to correctly evaluate leads based on their engagement and interest. AI technologies allow large amounts of data to be analyzed and evaluated quickly, enabling companies to focus on the most promising leads.

Lead Research

The positioning that works
Accurate and up-to-date contact data is essential for any effective lead automation strategy. AI technologies help to enrich and validate this data and ensure that marketing initiatives reach the right audience. Improved data also increases the effectiveness of marketing communications.

Lead Automation

Automated effectiveness
Seamlessly convert potential prospects into loyal customers. This is where AI comes into play to automate initial contact, follow-up, and segmentation according to readiness to buy. This results in a high degree of automation without sacrificing quality. It allows companies to focus on the most valuable leads and achieve higher conversion rates.

Automation & AI Score

The benchmark, inspired by Körner's success criteria (2021), serves as a maturity model for companies to analyze their potential in marketing automation and AI. A higher score symbolizes more maturity in marketing automation and AI, a sign of agile companies that are familiar with the defined success factors. The criteria are rated on a scale and the overall score is the average of these ratings. By regularly reviewing the index, companies can ensure that they are optimally positioned and use their resources wisely.

Lead generation, AI & automation

Lead automation through AI

76% of companies say they will use automation in 2021 (HubSpot)

Individual lead profiles

Lead profiles are enriched by marketing automation.

End-to-end tracking

Marketing automation helps to track the customer journey.

All Your Prospects In One Place - Techbit X Webflow Template

Close More Deals - Techbit X Webflow Template

Customer care and upselling

Identify the right timing

We envision a machine where our sales pipeline never runs dry, constantly replenished with new and interested leads.

A fully automated and repeatable approach, that will keep us connected with potential customers, ensuring that our sales opportunities are always active and ready to grow.

92%

ABM

68%

Marketing Automation

REPORT

Interested in the latest report?

Request Webinarlink

Watch webinar recording

Request on-demand webinar link.

Receive handouts and report

You will receive the link for the webinar recording, the current report and a summary as a PDF.

Feedback geben

We would be delighted if you could give us feedback on how we can improve.

The largest marketing automation study in the DACH region, would you like to take part?

To the ReportContact

The CRM Platform Of The Future - Techbit X Webflow Template

AI Marketing Tools

Which AI marketing tools are right for me?

Every year, a survey is conducted to determine which technologies and channels are used by companies. Here, for the first time, is a list of AI tools for your marketing.

Compare AI marketing tools



Dropcontact

Smartlead

Snapchat

Facebook

Snapchat

Facebook

Snapchat

Facebook

Snapchat

Twitter

Clay

Cotide

Yelp

Twitter

Youtube

Yelp

Twitter

Youtube

Yelp

Twitter

Youtube

Yelp

Instagram

Messenger

Discord

Instagram

Messenger

Discord

Instagram

Messenger

Discord

Instagram

Messenger

Discord

Youtube

Hunter

Soundcloud

Youtube

Twitch

Soundcloud

Youtube

Twitch

Soundcloud

Youtube

Twitch

Soundcloud

Google

Woodpecker

Medium

Google

Dribbble

Medium

Google

Dribbble

Medium

Google

Dribbble

Medium

Twitch

Twitter

Bettercontact

Github

Twitch

Twitter

Spotify

Github

Twitch

Twitter

Spotify

Github

Twitch

Twitter

Spotify

Github

Testimonials

Statements from participants and experts

Kontakt

Marketing & Sales Alignment

With the digitalization and automation of processes, marketing and sales are moving even closer together.

Marc Gasser

This year with maturity model

Marketing Automation Maturity Index (MAMI) shows you where there is still potential.

Dr. Darius Zumstein

Strategie vs. Technologie

Marketing Automation ist keine Technologie, es ist eine Strategie.

Urs Thüring

Marketing als Profit-Center

In den Vertrieb werden bei den meisten B2B-Unternehmen deutlich mehr Stellenprozente investiert als in das Marketing.

Valentin Binnendijk

Leads & Content

Zwei von drei Unternehmen fehlt es an Ressourcen und Budget für das Content Marketing und für Lead-Generierung.

Valentin Binnendijk

Ressourcen

Personelle und finanzielle Ressourcen, etwa für das Content Marketing oder die Leadgenerierung, werden knapper.

Urs Thüring

Automatisierungsgrad

Die Digitalisierung und Automatisierung von Marketing undVertrieb hat seit der Corona-Krise stark zugenommen.

Darius Zumstein

Content Marketing und Lead Gen

Personelle und finanzielle Ressourcen, etwa für das Content Marketing oder die Leadgenerierung, werden knapper.

Alexander Wicki

Zunahme der Digitalisierung

Die Digitalisierung und Automatisierung von Marketing undV ertrieb hat seit der Corona-Krise stark zugenommen.

Carmen Oswald

“The best CRM, period”

Personelle und finanzielle Ressourcen, etwa für das Content Marketing oder die Leadgenerierung, werden knapper.

Darius Zumstein

Lead Gen

Zwei von drei Unternehmen fehlt es an Ressourcen und Budget für das Content Marketing und für Lead-Generierung.

Tom

“I can do everything in Techbit”

Die Digitalisierung und Automatisierung von Marketing und Vertrieb hat seit der Corona-Krise stark zugenommen.

Seffanie

“Honestly there’s nothing like it”

Lorem ipsum dolor sit amet calip net restumo laper doter marit deu amet.

@sophiemoore

“The best CRM, period”

Lorem ipsum dolor sit amet calip net restumo laper doter marit deu amet.

@sophiemoore

“The essential tool for my team”

Lorem ipsum dolor sit amet calip net restumo laper doter marit deu amet.

@jhoncarter

“I can do everything in Techbit”

Lorem ipsum dolor sit amet calip net restumo laper doter marit deu amet.

@kathiecorl

The research questions were compared each year

We are seeing an increase in successful marketing automation users

Carmen Oswald

Leads, sales, visibility

Generating new leads and sales and increasing visibility are important goals for almost all companies.

Klaus Völk

Hohe Digitalisierung seit Corona

The digitalization and automation of marketing and sales has increased significantly since the coronavirus crisis.

Alexander Wicki

Top 5 Marketing-Technologie

Neben CRM, E-Mail-, Suchmaschinen- und Social-Media-Marketing gehört Marketing Automation neu zu den fünf wichtigsten Standard-Marketing-Technologien.

Carmen Oswald

Ein Erfolgsfaktor

Ein Drittel der Unternehmen erreicht dank genügend Budget die Ziele erfolgreich. Die Hälfte ist mässig und nur wenigesind nach Eigenaussage unterdurchschnittlich erfolgreich.

Carmen Oswald

Digitalisierung

Die Digitalisierung und Automatisierung von Marketing undVertrieb hat seit der Corona-Krise stark zugenommen.

Klaus Völk

Leadgenerierung

Personelle und finanzielle Ressourcen, etwa für das Content Marketing oder die Leadgenerierung, werden knapper.

Darius Zumstein

MarTech Stack

Marketing Automation ist keine Technologie, es ist eine Strategie.

Alexander Wicki