[2026 Survey] BtoB Marketing Tools Usage Survey
One in four companies feels "sufficiently aware" of the results from MA. Based on responses from 310 individuals, we summarized the barriers to tool utilization and the next steps.
This is a report on a survey conducted by Shannon Co., Ltd. from June to September 2026, targeting 310 individuals (from 292 companies) in the marketing and sales departments of BtoB companies regarding the actual usage of marketing tools. Among the companies using marketing automation (MA), only 24% felt that they were experiencing sufficient results, while 39% responded that they were "unable to measure results or do not know." Approximately 70% expressed a desire to utilize their house lists more than they currently do, yet only 12% of companies were able to select prospects based on interest (score) and pass them on to sales. This report analyzes the contents of these "post-implementation barriers" and the differences between companies that feel they are achieving results and those that do not. It also includes three tips that can be reviewed starting tomorrow and nine checklists to confirm the current status of one's own company (total of 19 pages).
basic information
■Survey Overview Survey Period: June to September 2026 Survey Target: Marketing and sales departments of BtoB companies Survey Method: Internet questionnaire Valid Responses: 310 individuals (292 companies) Survey Agency: Shannon Co., Ltd. (in-house research) ■Respondent Breakdown Industry: Information and Communication 29%, Manufacturing 22%, Wholesale and Retail 13%, Professional and Technical Services 9%, others Number of Employees: Less than 100 30%, 100 to 300 28%, 300 to 1,000 18%, over 1,000 13%, others ■Content Overview (Total 19 pages) Introduction: Overview of the survey and five findings Part 1: Usage of tools and the current state of house lists Part 2: On-site challenges and the sense of achievement Part 3: Three tips for achieving results and nine checklists
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【Recommended for】 - Companies that have implemented MA but find it difficult to explain results as they are only using email distribution - Those who want to know how other companies are using tools and where they are facing challenges - Individuals seeking materials to propose a review or additional investment in MA within their organization - Companies looking to connect house lists, such as business cards from exhibitions, to business negotiations 【Main findings of the report】 - Just over 50% of companies are using MA. 71% want to utilize their house lists "more than now." - The most common approach to prospects is "mass distribution to everyone" at 39%. - The biggest internal barrier is "there are few people who can operate it; relying on one person" (36%). - Satisfaction with "current methods of initiatives" is 18% for companies using MA and 49% for those not using it. - Even for companies that have been using it for a long time, the percentage that feels "sufficiently aware" does not change much. What differentiates companies that feel they are achieving results? This analysis is presented in the main body of the report.
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Our company is a global company in "marketing automation." We provide marketing cloud, CMS, and ad technology, as well as planning, development, and sales of solutions. Additionally, we offer consulting and outsourcing services related to marketing, CMS, and ad technology.
