15 Key Marketing Automation Statistics for 2024
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15 Key Marketing Automation Statistics

Backlinko Team

Written by Backlinko TeamIn collaboration with Semrush

Marketing Automation Statistics – Blog post image

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
    Marketing Automation Industry Revenue
    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
    Hubspot holds 38.27% of marketing automation software market
  • 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
    Marketing Automation Usage
    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
    Planned Marketing Automation Usage
    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
    Marketing Automation Primary Goals
    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
    Marketing Automation Solution Purchase Factors
    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
    Marketing Automation Benefits
    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


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.