15 Key Marketing Automation Statistics for 2024

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

  Year
  Marketing automation market revenue (worldwide)

  2021
  $4.79 billion

  2022
  $5.19 billion

  2023
  $5.86 billion

  2024
  $6.62 billion

  2025
  $7.47 billion

  2026
  $8.44 billion

  2027
  $9.53 billion

  2028
  $10.76 billion

  2029
  $12.14 billion

  2030
  $13.71 billion

• 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

  Marketing Automation Budget
  Share of marketers

  Increasing significantly
  8%

  Increasing moderately
  51%

  Staying the same
  30%

  Decreasing moderately
  8%

  Decreasing significantly
  3%

• 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
  

  Area
  Marketing Automation Usage

  Email marketing
  63%

  Social media management
  50%

  Paid ads
  40%

  Content management
  35%

  Landing pages
  29%

  SMS marketing
  28%

  Campaign tracking
  26%

  Account-based marketing
  24%

  Push notifications
  22%

  Live chat
  21%

  Workflows / visualization
  20%

  SEO efforts
  18%

  Sales funnel communications
  16%

  Dynamic web forms
  16%

  Lead scoring
  14%

• 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
  

  Area
  Planned Marketing Automation Usage

  Social media management
  29%

  Paid ads
  29%

  Email marketing
  28%

  Landing pages
  21%

  SMS marketing
  21%

  Content management
  20%

  Campaign tracking
  18%

  Live chat
  18%

  Push notifications
  17%

  Account-based marketing
  16%

  Workflows / visualization
  16%

  SEO efforts
  15%

  Dynamic web forms
  14%

  Sales funnel communications
  13%

  Lead scoring
  9%

• 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
  

  Primary Goal for Improving Marketing Automation
  Share of Marketers

  Optimize overall strategy
  43%

  Improve data quality
  37%

  Identify ideal customers/prospects
  34%

  Optimize messaging/campaigns
  31%

  Increase personalization
  30%

  Decrease costs/drive efficient growth
  21%

  Decrease automation across customer journey
  19%

  Integrate technologies/data
  15%

  Increase employee adoption/usage
  13%

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

  Extent of Marketing Automation across the Customer Journey
  Share of Marketers

  Fully automated
  10%

  Mostly automated
  25%

  Partially automated
  44%

  Not automated
  21%

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

  “Marketing Automation Platform Makes It Easy to Build Effective Customer Journeys”
  Share of Marketers

  Strongly agree
  22%

  Somewhat agree
  53%

  Somewhat disagree
  17%

  Strongly disagree
  8%

• 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

  Extent of Multi-Channel Marketing Strategy Automation
  Share of Marketers

  Fully
  5%

  Mostly
  21%

  Partially
  29%

  Very little
  23%

  Not at all
  22%

• 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
  

  Factor Driving Marketing Automation Solution Purchase
  Share of Marketers

  Price
  58%

  Ease of use
  54%

  Customer service
  27%

  Customization options
  24%

  Integration capabilities
  22%

  Breadth of features
  21%

  Depth of features
  19%

  Data visualization/analytics
  13%

  Streamlined onboarding/training
  11%

  Data consolidation capabilities
  10%

• 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
  

  Advantage of Marketing Automation
  Share of Marketers

  Improves customer experience
  43%

  Enables better use of staff time
  38%

  Better data and decision making
  35%

  Improves lead generation and nurturing
  34%

  Enables better use of budget
  33%

  Increases personalization options
  24%

  Increased ability to measure important metrics/KPIs
  23%

  Aligning marketing efforts to adjacent departments
  21%

• 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.