Because of complex sales cycles that often require multiple exchanges with prospects through email and other channels, business-to-business (B2B) marketers rely on automation technology to take repetitive tasks off marketers’ plates. It’s not surprising, then, that business and industry companies accounted for 41% of all companies using marketing automation worldwide in 2016, according to data from agency Bold Digital and marketing tech firm SimilarTech.

Marketing Automation Market Share Worldwide, by Industry, 2016 (% of total)

Business-to-consumer (B2C) sales cycles are typically much shorter, so the need for marketing automation technology isn’t as dire. But that doesn’t mean B2C marketers aren’t using…