Marketing automation solutions market share in the U.S. 2023

As of June 2023, HubSpot alone held a share of over 37 percent of the marketing automation software industry in the United States. Adobe Experience Cloud, Oracle Marketing Cloud, and Active Campaign followed with very similar shares: 7.6, 7.4, and 7.3 percent, respectively.

A marketing automation leader

Based in Massachusetts, HubSpot also enjoys a leading position on a global scale. As of late 2022, it accounted for almost 40 percent of the world's marketing automation solution providers market, leaving Active Campaign, Adobe, and Oracle again in a tight race for runner-up. In just half a decade, between 2017 and 2022, HubSpot's global revenue skyrocketed by 360 percent, surpassing 1.73 billion U.S. dollars in the latter year.

Why use marketing automation?

Marketing automation entails adopting technology, mainly software, to organize repetitive activities in multiple channels, especially online. That tends to make campaigns more effective. An early 2022 survey asked marketers across the world what the benefits of marketing automation were. At least one-third of respondents mentioned improvement in one or more of these five areas: customer experience; use of the staff's time; data and decision making; lead generation and nurturing; and budget usage.