15 Key Marketing Automation Statistics

Marketing tech stack is always evolving. Marketing automation software enables improved efficiency with various features from customer segmentation to campaign management.

What’s the marketing automation industry market size, what are the adoption rates of marketing automation and which benefits it brings to businesses? Continue reading as we’ll cover answers to these questions with these recent marketing automation statistics.

Here’s what you’ll find on this page:

Marketing Automation Industry Revenue
Leading Players in the Marketing Automation Software Industry
Marketing Automation Budget Changes
Top Channels Where Marketing Automation Used
Top Benefits of Marketing Automation
Marketing Automation and Customer Data Platform Integration

Marketing Automation Industry Statistics

In 2024, marketing automation is steadily growing, with spending reaching billions every year.

This section presents key statistics to show market automation market revenues, top players in the industry and expected budget changes on automation among marketers.

Between 2021 and 2024, worldwide marketing automation industry revenue is forecasted to grow by 38.2% to $6.62 billion – Statista

Revenue of marketing automation solution vendors is forecasted to reach $6.6 billion by 2026 (up from $2.9 billion in 2020) – Frost & Sullivan
Around 61% of surveyed marketers expect an increase in their budget for marketing automation for the upcoming year – Ascend2

Hubspot dominates the marketing automation software market, holding a market share of 38.27%. Other commonly used marketing automation tools include Adobe Experience Cloud (7.97%), Welcome (7.68%), Oracle Marketing Cloud (7.37%) and Active Campaign (6.99%) – Datanyze

As of February 2024, marketing automation software solutions available from at least 398 companies – G2

Marketing Automation Usage and Performance Statistics

Marketing automation software is widely used as a part of the effective marketing tech stack.

This section highlights key insights into current adoption and planned usage of marketing automation and its impact on helping achieve business objectives.

Email (63%), social media management (50%) and paid ads (40%) are the most reported areas for currently using marketing automation – Ascend2

29% of surveyed marketers are planning to implement marketing automation for social media management and paid ads in the coming year. Another 28% claim they will be adding marketing automation to email marketing programs – Ascend2

Optimizing overall strategy and improving data quality are top goals for improving marketing automation for the upcoming year ahead according to 37% and 34% of B2B and B2C marketers surveyed, respectively – Ascend2

Around 35% of marketers report that their customer journeys are “mostly automated” or “fully automated” – Ascend2

22% of surveyed marketers strongly agree with the statement that their “marketing automation platform makes it easy to build effective customer journeys” – Ascend2

Around 1-in-4 (26%) of marketers say that their multi-channel marketing strategy is fully or mostly automated. Another 22% claim it’s not automated at all – Ascend2

Pricing is considered as a key factor by 53% of marketers when deciding on a marketing automation tool. Ease of use (54%) and customer service (27%) are regarded as the other top factors driving automation tool purchase – Ascend2

Only 18% of B2B marketers state they use marketing automation that’s integrated with a customer data platform (CDP). Another 42% say they use B2B marketing automation but don’t have CDP in their current tech stack. Other 40% have both B2B marketing automation and CDP but they aren’t integrated – Adobe

Marketing Automation Benefits Statistics

Marketing teams can greatly improve their effectiveness through the use of automation software, which offers a number of benefits from improving customer experience to enabling better use of marketing budgets.

Improving customer experience (43%), enabling better use of working hours (38%) and better decision making (35%) are the most commonly reported advantages of using marketing automation among surveyed marketers – Ascend2

Nearly 7-in-10 (66%) of surveyed marketing professionals state that their current marketing automation is “somewhat successful” in helping to achieve marketing objectives. Another 25% of respondents say it’s “very successful”. Only 9% of marketers report no success from their marketing automation efforts – Ascend2

Conclusion

We hope you enjoyed this list of marketing automation statistics.

We frequently update this list of statistics. So feel free to check this stats page later for new insights.

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