Marketing Automation Report 2022

The second edition of the report was published on February 9, 2022. A study by Pedalix in collaboration with ZHAW. The survey ran between August and November 2021.

This year, we have received exciting insights about B2B Marketing Automation. 460 companies from the DACH region took part in the study. On almost 60 pages, you will find everything about Marketing Automation:

  • Marketing Automation for Digital Marketing & Lead Generation.
  • Web analytics and artificial intelligence.
  • Marketing Automation and Use Cases, Challenges.
  • Marketing Automation and the technologies, recommendations, checklists.

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More efficient processes thanks to Marketing Automation


Marketing Automation Report 2022

Sponsors in the Marketing Automation Report 2022 are the companies Mayoris and Webalyse.
In the core question about the marketing technologies used, it was confirmed that Customer Relationship Management (CRM), e-mail marketing and search engine marketing are relevant for practically every company and are the basis for automation. Marketing Automation is already relevant for 60 percent of Swiss companies, and even very relevant for a third of them.
Increasingly, small and medium-sized companies with limited marketing budgets are automating their processes more and more frequently: while a minority were still using marketing automation tools in the 2021 Marketing Automation Report, 59 percent of small and 81 percent of medium-sized companies were already doing so in 2021.



Comments of the Authors

The expert team and their recommendations for action in the Marketing Automation Report.

  • Data silos are a problem: but it only takes a few data and not a big DWH project to start automating. For e-commerce, it's master data, transaction data, and email/website tracking data.
    Urs Thüring
    CEO Mayoris
  • The most frequently mentioned benefit of Marketing Automation comes from making processes more efficient. For example, two-thirds automate the registration and acquisition processes of leads.
    Laura Mäder
    Marketing Manager at Google
  • Four out of five companies see an increase in the number of leads and conversions, as well as time saved on repetitive tasks, as further benefits of marketing automation. 
    Dr. Darius Zumstein
    Lecturer and Senior Researcher at the Institute for Marketing Management IMM ZHAW
  • The main goals are to increase sales and generate new leads. The biggest challenge is the lack of a process. Unfortunately, leads are still handed over from Marketing directly to Sales, without a qualification process!
    Marc Gasser
    CEO Pedalix
  • Processes in companies need to be simplified. For marketing automation to work well, tasks and steps should be transferred into workflows. However, we often see that customers want to keep all options as much as possible.
    Klaus Völk
    CEO Webalyse
  • The modern marketing expert is a marketing engineer: If you don't have an understanding of data, processes and technology, you should urgently educate yourself.
    Urs Thüring
    CEO Mayoris
  • The entry phase into marketing automation is the most difficult. The initial start-up costs for marketing automation are unfortunately quite high. Required resources and know-how are often underestimated.
    Klaus Völk
    CEO Webalyse