Marketing automation solutions market share in the U.S. 2020

The top three marketing automation solutions chosen by U.S. industry professionals are Oracle, Adobe and Hubspot, accounting for slightly more than 48 percent of the market. Out of the three, Hubspot is estimated to be used by some 26 percent of customers. This is quite an impressive result – seeing that the figure is only slightly lower than that of the other two solutions combined.

Reasons for choosing marketing technology solutions

The entire global marketing automation market size is expected to reach 15.6 billion U.S. dollars in 2019 and further grow to 25.1 billion by the end of 2023. Its growing value is not surprising when we consider how popular digital omnichannel marketing is becoming. It is now necessary to have a wholistic overview of these channels and their performance, hence the popularity of technologies designed to automate the repetitive tasks (such as e-mail marketing) and tools that facilitate the use and analysis of large amounts of data. These are, in fact, some of the main reasons why marketing professionals prefer certain technology vendors over others. These tech solutions are also expected to integrate well with other marketing and sales software (e.g. CRM) in order to expedite common processes.