As a marketer, you have a lot on your plate. Planning, launching, monitoring, reporting on your marketing campaigns – there just aren't enough hours in the day. That's where marketing automation can help.
Automation tools help marketers reduce the hassle and allow them to focus on improving their marketing ROI. How big is the marketing automation industry and how are marketing professionals using automation tools to gain an advantage? Read on for the latest marketing automation statistics and trends.
Top Marketing Automation Statistics
Before we dive deeper into the statistics, let’s take a look at some surprising statistics about marketing automation.
- The global marketing automation market is Reaching $13.71 billion By 2030.
- 76% of companies Use marketing automation.
- 10% of customer actions Fully automated.
- 91% of marketers say marketing automation helps them reach their goals.
- Automatic email generated That's 31% of all email orders.
- Marketers who use automation 46% higher Report having an effective marketing strategy
Are you ready to dive into the world of marketing automation?
Marketing Automation Industry Statistics
The marketing automation industry is primarily made up of software designed to automate specific aspects of marketing. Some software, like Hubspot and Marketo Engage, are all-encompassing. Other software solutions (like Mailchimp) focus on a single channel. Together, they form a fast-growing, multi-billion dollar market.
By 2030, the global marketing automation market is expected to reach $13.71 billion (Polaris)
The marketing automation market was worth $4.79 billion in 2021. Experts expect its value to nearly triple to $13.71 billion by 2030. This is a CAGR of 12.9%.
Hubspot leads the marketing automation software market with 37.5% market share (Datanyze)
The marketing automation industry is largely made up of software, and Hubspot has a huge software market share. Its closest competitors are Adobe Experience Cloud (7.73%), Oracle Marketing Cloud (7.45%), Active Campaign (7.34%)and Welcome (6.85%).
Global programmatic ad spending is predicted to reach $724.84 billion by 2026 (Statista)
Display and video advertising campaigns are expensive. Programmatic advertising automates the buying and selling of digital ads, allowing advertisers to target the right audiences.
of The United States and Canada accounted for the largest share of programmatic ad spending, at 42.3%. Asia accounted for 35% of the world total, while Europe accounted for 18%.
Marketing automation adoption statistics
The majority of businesses today automate at least some aspects of their marketing efforts. While automation adoption is widespread, the degree of automation varies from business to business. These statistics show how many businesses are using or planning to use automation tools.
Nearly 3 in 4 companies use marketing automation (Hubspot)
26% of companies that don't currently use automation plan to do so in the future. Marketing teams also use automation software. That's 76% more than sales teams and 139% more than finance teams.
10% of customer journeys are fully automated (Ascend2)
More than three-quarters of customer journeys are automated to at least some degree: 25% of marketers say their customer journeys are largely automated, and 44% say they are partially automated. 21% of marketers say they don’t use any automation in the customer journey.
Using automation to optimize overall strategy is a top goal for marketers (Ascend2)
When asked what their primary goal is in optimizing their marketing, 43% of marketers cited optimizing their overall strategy. Other top answers included: Improve data quality (37%) Identifying your ideal customer (34%) Campaign optimization (31%), and Improved personalization (30%).
Nearly three in five marketers expect their automation budgets to increase over the next 12 months (Ascend2)
391 marketing professionals provided their views on their automation budget outlook for the coming year. 8% said their budget would increase significantly Meanwhile, 51% expect a more modest increase, and 11% of marketers say their automation budgets will shrink over the next 12 months.
91% of businesses say demand for automation has increased over the past two years (Salesforce)
Organizations are leveraging automation across multiple departments, from research and development to sales and marketing, with marketing being among the top four departments where companies are experiencing a surge in demand for automation.
Price is the most important factor when choosing a marketing automation tool (MarketingCharts)
ROI is of utmost importance to the marketing department, 53% of marketers consider price to be the most important factor when choosing a marketing automation tool.The learning curve is also significant. 47% of marketers say ease of use is a factor in their decision making.
Benefits of Marketing Automation
Automation software helps marketing teams become more efficient in a variety of ways. The whole point of marketing automation is to reduce inefficiencies, so marketers can scale their campaigns and generate more leads and sales.
Nearly 9 in 10 marketers say marketing automation helps them achieve their goals (Ascend2)
Most marketing professionals have had success using automation tools to achieve their KPIs. 25% of marketers find automation very effective 66% said it helped them achieve their goals, and 66% said it was somewhat effective. 9% of marketers report having little or no success using automation.
Improved targeting is the biggest benefit of marketing automation (Liana)
When asked about the main benefit of marketing automation, 60% of marketing professionals cited improved targeting. Other key benefits included: Increased efficiency and ROI (41%) Improved customer experience (39%) Increased number of leads (34%), and Improve lead quality (33%).
Marketers who leverage automation are 46% more likely to report having an effective marketing strategy (Hubspot)
of The average marketer runs 9 campaigns per quarter and I spend six hours a day doing manual work.Many of these tasks are administrative and repetitive. Automation frees marketers from mundane tasks so they can focus on achieving their goals and increasing ROI.
Marketing automation improves sales and marketing alignment (MarketingCharts)
51% of CMOs say their marketing automation investments have increased accountability across their sales and marketing teams. Additionally, 47% Automation helps move leads from marketing to sales faster.
Marketing Automation Challenges
Like any new technology, implementing automation software into your existing marketing workflow can be difficult. Learn how marketers struggle to get the most out of automation software.
Lack of training and knowledge is the biggest barrier to full adoption of marketing automation tools (MarketingCharts)
Introducing automation tools into your existing marketing ecosystem can be a challenge. Knowledge about automation is the biggest barrier to adoption. 39% of marketers report a lack of training or knowledge. Lack of resources, budgetary constraints, complicated setup and slow onboarding process round out the top five.
Lack of expertise is the biggest automation challenge for marketing professionals (Liana)
Marketing automation is not without its challenges: 49% of marketing professionals say they are held back by a lack of expertise. 43% of respondents said their company was short of talent Automation is essential to realizing its full potential. Other challenges include usability issues (35%), lack of strategy (31%) and lack of customer data (28%).
Email Marketing Automation Statistics
More marketers automate email than any other marketing channel. Marketers use automation to leverage their massive email lists by sending onboarding emails, abandoned cart emails, and elaborate nurturing campaigns to convert leads into customers.
The most automated marketing channel is email marketing (Ascend2)
When marketers were asked which channels they currently automate, 63% cited email marketing, making it the most automated marketing channel. Social media management was the next most popular, with 50% of marketers reporting using automation.
Additionally, over a quarter of marketers are using automation. Paid advertising (40%) Content Management (35%) Landing Page (29%) SMS Marketing (28%), and Campaign Tracking (26%).
18% of businesses use automation as their primary email marketing strategy (Hubspot)
Email marketing continues to be a key channel for marketing departments, with 77% of businesses reporting an increase in email engagement in the past 12 months. Automation Plays a Key Role in Email Nurturing CampaignsThis gives you an ROI of $36 for every dollar spent.
In total, 31% of all email orders come from automated emails (Omnisend)
Omnisend looked at the numbers for the 17 billion emails sent through their platform and found that the metrics for automated emails were encouraging to say the least. Open rates increased by 84%, Click-through rates increased by 341%and astonishing 2,270% increase in conversion rates.
In fact, the numbers are One-third of customers who opened the automated email made a purchase Additionally, automated emails generated 31% of all orders despite making up less than 2% of emails sent.
48% of email marketers want to increase automation in the next 12 months (MarketingCharts)
A May 2023 survey found that increased automation was the second-highest priority among email marketers. The only priority that surpassed automation was increased personalization (55%).
Onboarding and post-purchase emails are the most common email sequences marketers automate (Litmus)
55% of email marketers report automating onboarding and post-purchase emails. Other email sequences that are easily automated include: Subscriber Re-Engagement Emails (32%) and Customer reactivation emails (31%).
When it comes to automated single emails, birthday, anniversary, and other milestone emails take the top spot at 48%. 31% of email marketers also send automated emails that prompt reviews, ratings, or Net Promoter Score.
The third most effective email marketing strategy is automation (Hubspot)
What strategies can marketers use to get the most out of their email campaigns? In a 2021 Hubspot survey, 71% of marketers mentioned automation.which ranks third among all strategies. Which two rank higher? Subscriber Segmentation and Personalize your messages.
summary
The marketing automation industry is on a growing trend, with many companies making the most of automation. However, some marketing departments are still fine-tuning their approach, and many companies that haven't started automating yet are planning to do so in the near future.
Marketers on the fence about automation need only look at the data.
