Marketing automation is quickly being adopted by a larger number of marketers, as evidenced by the success of companies like Marketo, who now boasts over 700 customers. While those using marketing automation still only represent a small percentage of all B2B marketers, it’s obvious that more and more are searching out ways to engage with their prospects more intelligently. Also, many marketers are being held more accountable for their marketing budget and activities. In a recent write-up on the adoption of marketing automation software, Lauren Carlson from Software Advice broke down some of the most pertinent drivers for adoption. Check them out, you might find some good reasons to make a change in your own organization.