Observed Signal · Jun 27, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Manual Processes Waste 3 Hours Per Week
A Brevo study (formerly Sendinblue) indicates that automating routine marketing tasks can save an average of three hours per week per employee, with some respondents believing the gain could be four hours. Manual processes cited include sending push messages, answering shipping-condition inquiries, and scheduling appointments, which automation could handle more efficiently using AI tools. However, only about 4% of surveyed companies actually implement automation in practice, and around 15% use more than five different tools from various providers, causing data handoffs and inefficiencies. Maximilian Modl, CEO of Brevo Deutschland, emphasizes automation as a path to free time for strategy across channels and to prepare for AI’s growing role in marketing. The article also notes widespread WhatsApp usage in Germany (70%) but relatively low integration into marketing (15%), and references newer AI tools like HubSpot’s ChatSpot as examples of workflow-enhancing capabilities.
Moderate industry relevance: automation potential in marketing with current adoption gaps
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Key Takeaways & Evidence Grounding
- Brevo study (formerly Sendinblue) finds automation could save average 3 hours per week per marketing employee.
- Some respondents believe time savings could be at least 4 hours per week.
- Manual tasks such as push messages, inquiries about shipping conditions, and scheduling could be automated.
- Only about 4% of surveyed companies currently implement automation in practice.
- Approximately 15% of surveyed companies use more than five different tools from various providers.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AI Now Embedded in Everyday Marketing Work
A non-representative survey of 114 German‑Swiss marketing professionals conducted by Zurich consultant Monika Liechti (15 May–11 June 2026) finds AI broadly established in marketing workflows. Only one respondent reported deliberately not using AI. Top use cases are text generation (92%), strategy and concept development (80%) and image generation (71%); 88% of users cite time savings for routine tasks as the main benefit. The biggest obstacles to deeper adoption are security concerns (43%) and data‑protection worries (39%), ahead of missing know‑how (31%) and limited budgets (12%). Mid‑sized companies (50–249 employees) show particularly high security concerns (65%) and very low use of campaign automation (6%). The sample skews to larger firms (54% with 250+ employees) and industry affiliation could not be analysed due to a technical error. Liechti & Co provides AI consulting for marketing teams.
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At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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