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Marketing Automation Report 2021

Lead generation and lead qualification through data-driven marketing in B2B

At a glance

  • Project leader : Dr. Darius Zumstein
  • Project team : Carmen Oswald
  • Project status : completed
  • Funding partner : Third party (Aioma AG, 4results AG)
  • Contact person : Darius Zumstein


This study examines what Swiss companies think about marketing automation, whether they use it, and how they use it. It is aimed at marketing and sales specialists involved in the process of automation and digitization. Around two-thirds of the 402 specialists who took part in the survey during the fall of 2020 work in business-to-business (B2B), and the others are split 15 percent each into business-to-consumer (B2C) and hybrid types (B2B2C).