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Two-thirds of companies in Western Europe have active investment plans for marketing automation systems in 2014, according to the latest research from leading industry analysts, Ovum conducted the research on behalf of Marketo (NASDAQ: MKTO) provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships. Enterprise purchasing decisions are being fuelled by marketing-led, customer centric business agendas combined with increased usability and functionality from marketing automation vendors.
Ovum conducted interviews with 1,380 enterprise executives with more than 500 employees, across 18 countries in Western Europe. More than half of respondents (53 percent) plan to enhance or transform their marketing automation systems in 2014, while one in seven (14 percent) plan to install a new marketing automation system.
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