Marketing automation – statistics & facts

Marketing automation consists in using technology, mainly software, to coordinate and establish a routine of repetitive activities in multiple channels – especially (but not only) online – and make a campaign more effective. This subsegment has grown swiftly and is likely to continue to expand as the current decade unfolds. Between 2021 and 2023, the global marketing automation industry revenue grew by an estimated 22 percent to 5.86 billion U.S. dollars. The market expects that annual figure to more than double by 2030 when it will surpass 13.7 billion dollars, according to forecasts. The marketing automation software market accounts for the vast majority of the sector, with a projected revenue of 5.4 billion dollars in 2023. Similarly, the annual value is projected to increase by over 108 percent and reach 11.25 billion dollars by the start of the 2030s. For comparison, Netflix alone has spent around 2.5 billion dollars annually on marketing.

Why marketers use automation

During a 2023 survey among marketing decision-makers worldwide, almost 60 percent said they intended to increase their spending on marketing automation in the coming year. Approximately 30 percent preferred to keep the same expenditure levels. Marketers use that type of solution for many purposes. A recurring usage entails managing leads – potential clients a brand can contact once it has some of their data. When a company automates that relationship well, it can offer those consumers more relevant offers and messages without their staff doing the process manually. In the same 2023 study, respondents stated that the marketing channels using automation the most are email, social media management, and, to a lesser extent, paid ads. But what are the benefits of marketing automation? According to a 2022 global survey, marketers see five main advantages in that process: improving customer experience, enabling their staff to use time better, higher quality of data and decision-making, an improvement in lead generation and nurturing, and better use of budget. That small yet significant list of benefits has convinced many leaders to adopt the technology, albeit still to different levels of success.

Marketing automation top providers

The attractiveness of this type of solution also brought multiple players to the automated game. Global data from late 2022 showed that HubSpot dominated the market, concentrating almost 39 percent of the marketing automation user base. Chicago-based ActiveCampaign and Adobe Experience Cloud (AEC) – run by the Silicon Valley veteran Adobe Inc. – followed with around eight and seven percent of the market, respectively. Headquartered in Massachusetts, HubSpot, Inc. has a journey that illustrates the triumph of marketing automation. In 2022, the corporation's revenue amounted to over 1.73 billion dollars. A decade earlier, the figure stood below 52 million dollars. The skyrocketing trajectory could only take the company so far, though. In some niches, other competitors have the upper hand. For instance, among healthcare marketers in the United States, HubSpot did not even reach the top five most-used solutions in 2022.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Apr 3, 2023

Key insights

Share of companies' revenue spent on marketing worldwide
9.5%
Forecast annual marketing automation industry revenue worldwide
5.86bn USD
Forecast annual marketing automation software industry revenue worldwide
5.4bn USD
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