Marketing Automation Statistics - The Complete List [Infographic]

I've always been a big fan of using marketing automation as a competitive advantage. Regardless of your target audience or industry - B2B sales, music, consumer goods - you can benefit from automation in some way.

To show you that marketing automation really works, I've put together this in-depth list of marketing automation statistics. From email automation to sales automation, I've covered every aspect of marketing automation.

Use the menu below to jump to the section of your choice:

Marketing Automation Adoption and Growth Statistics

Marketing automation used to be at the fringes of marketing technologies. Few businesses used it and even fewer companies offered it. 

This has changed drastically today. Marketing automation is now affordable and accessible for virtually anyone. You can automate simple marketing tasks such as email for next to no costs. With a higher budget, you can access powerful marketing automation tools that can save you countless resources on large-scale campaigns.

All of this is reflected in the recent surge in marketing automation adoption, as you can see below.

  • 49% of companies are currently using marketing automation in some form on average today. Adoption rate is higher among B2B companies where 55% of surveyed companies said that they were using marketing automation.
  • Machine learning will play a crucial role in predictive analytics software, and will be one of its biggest engines of growth. Predictive analytics software as a whole is expected to reach $6.5 billion in worldwide revenue in 2019, up from $2 billion in 2012.
  • The total size of the US marketing automation software industry was $3.3B in 2017, up 30% on a YoY basis.
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    According to a survey, 67% of marketing leaders use a marketing automation platform in some form.
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    An additional 21% of marketing leaders say that they plan to adopt a marketing automation platform within the next two years.
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    In one survey, 35% of respondents said that they were using marketing automation. 65%, however, said that they weren't using marketing automation yet in their company.
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    The martech market is fragemnted. 88% of marketers say that they use multiple martech tools on a regular basis. This includes people who already use single-vendor martech suites. Only 16% of marketers said that they use only one martech tool.
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    Martech industry is also growing fast. 56% of marketeres surveyed think that the martech industry is evolving faster than how their companies use marketing technology.
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    Of current marketing automation users, nearly half (47%) find it to be "fairly priced" while 22% say it is "pricey, but worth it". Only 11% say that it is "too expensive".
  • Artificial intelligence is predicted to be a big part of the push for marketing automation. The current AI market is expected to grow to $16.06 billion by 2022, growing at a CAGR of 62.9% from 2016 to 2022.
  • Machine learning - closely related to AI - is also a growing field and will play a crucial role in marketing automation. The machine learning market is expected to reach $15.3 billion by 2019 with an average growth rate of 19.7% per year.
  • Total spending on marketing automation tools will grow at an accelerated pace in the next few years. Forrester estimates that overall spending will increase to $25.1 billion by 2023 from the $11.4 billion currently.
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    Overall marketing automation technology market is expected to grow at a CAGR of 14$.
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    A majority (55%) of marketing decision-makers plan to increase their marketing technology spending. 38% will spend the same while less than 1 in 10 (8%) will decrease spending in 2018.
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    Marketing automation is still a relatively new phenomenon. 27% of companies surveyed by LeadMD identified their marketing automation maturity level is "New". Only 21% rated their maturity as above average or higher.
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    Of all companies that are successful with marketing automation, 63% plan to increase their MA budget.
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    In a 2015 survey, 42% of companies said that they were using marketing automation. In comparison, 82% were using email marketing technology and 54% were using CRM/sales automation systems.
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    Marketing automation is barely an in-house activity. 63% of companies plan to outsource all or part of their marketing automation strategy planning. 12% outsource everything to a specialist, 37% go in-house only, and 51% use both in-house and outsourced services.

Marketing Automation Statistics - Barriers and Challenges

Complexity, lack of trained personnel, lack of leadership buy-in - despite its advantages, marketing automation has to face a lot of challenges. This is mostly due to the "newness" of marketing automation and its perceived complexity. Setting up an automated system is technically difficult - or at least is considered to be. The lack of marketers trained in automated systems is also a challenge.


Below, we'll look at some of the top available statistics about the barriers and challenges to marketing automation.

  • Marketing automation is considered to be difficult to implement. According to a study by Circle Research, 61% of marketers said that implementation process of marketing automation was "difficult".
  • 73% of marketing automation users say that their biggest painpoint is maintaining the right personnel to execute automation strategies effectively.
  • Another survey by Liana found that lack of expertise (55.6%) and lack of appropriate human resources (48.1%) rank as the two biggest reasons for low adoption rate of marketing automation.
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    4 out of 10 respondents in an study said that their biggest obstacle to marketing automation adoption was the "perceived complexity" of MA systems.
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    5 out of 10 respondents in an Act-On survey say that limited availability of skilled workers is their biggest barrier to success.
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    For existing users of marketing automation, delivering personalized content (44%), integrating marketing systems (43%), creating a successful MA strategy (38%) and improving the user-experience (37%) rank as the top challenges to MA success.
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    There is more executive buy-in for martech. The number of marketers who don't have buy-in for martech dropped from 22% in 2016 to 12% in 2017. Internal resistance to change reduced as well from 33% to 25% in 2017.
  • Only 2 in 5 (41%) of respondents in Act-On's survey believe they are using marketing automation to its fullest capacity, which has impacted further adoption.
  • 1/3rd of marketers say that integration is seen as an obstacle to marketing automation adoption. Nearly half also say that data management is a key challenge.
  • Of marketers already using marketing automation, data hygiene is a top concern. Half (50%) of respondents in a DemandGen survey rank it as their top data challenge.
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    AI-driven marketing might be the next frontier, but its poor understanding is impacting its adoption. 40% of participants in a survey said that they believed they had already adopted AI-driven marketing, even when that was not the case.
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    Advanced marketing automation tactics such as content personalization, AI and predictive modeling, and customer experience mapping are the most difficult tactics for optimizing marketing automation, according to an Ascend2 survey.
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    Integration is improving. Of all marketers surveyed in 2017, only 24% said that integration was a challenge, down from over 33% the year before.
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    A survey by Marketo & Ascend2 found that poor content quality (40%), lack of effective strategy (38%) and budget constraints (38%) rank as the top three impediments to marketing automation success.

Marketing Automation Statistics - Benefits and Uses

Better data, better personalization, better resource utilization - these are just some of the purported benefits of marketing automation. Despite the barriers and challenges, marketers continue to rank automation as their top priority because of its promise of time and resource savings. 


Let's look at some of the top statistics for the uses and benefits of marketing automation:

  • The biggest reason for adopting marketing automation? Growing revenue. 77% of CMOs at top-performing companies say that their biggest reason for implementing marketing automation is to "grow revenue".
  • 70% of respondents in a survey said that improved targeting of messages is the most important benefit of marketing automation.
  • Successful marketing automation users see it as critical to their results. 91% of these users agree that marketing automation is "very important" to the overall success of their marketing across all channels.
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    92% of marketing automation uses say that their top three goals are to improve qualified lead pipeline (92%), increase customer retention (81%), and optimize the lead nurturing process (66%).
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    For 49% of marketers, increasing revenue is their top reason for adopting automation.
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    9 out of 10 (91%) of marketers say that any tool that enables them to review, analyze, and act on customer data in a continuous and real-time fashion would be "valuable" to their businesses.
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    As far as strategic goals are concerned, the top goals for any marketing automation strategy are increasing lead generation (61%), lead nurturing (57%), and sales revenue (47%).
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    Only 41% of marketers believe that their organizations are using marketing automation to its fullest capacity. 
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    Among agencies, 45% of agencies rely on MA platforms to show ROI and 42% use them to measure performance.
  • According to an Adestra survey, the top four benefits of marketing automation are saving time (74% of respondents), increased customer engagement (68%), more timely communication (58%), and increased opportunities (58%).
  • Although not specific to marketing automation, a McKinsey report says that modern technology could automate 45% of all activities that people are paid to perform. 60% of all occupations could see about 30% of their activities automated.
  • 63% of companies in an Ascend2 survey said that they expect to realize the benefits of marketing within six months of implementation.
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    66% of respondents in an Act-On software survey say that getting higher-quality leads is one of their top three reasons for implementing marketing automation.
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    Achieving sales-marketing alignment is hardly seen as a major benefit of marketing automation. Only 24% of top marketers say that sales alignment is a top priority for them.
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    Marketing automation is seen positively online. The most frequently cited beneits of marketing automation are saving time (30%) and big data analysis (25%).
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    AI is expected to be an increasingly bigger part of marketing automation. 94% of marketers say that an AI-driven tool that provides continuous, autonomous optimization across channels would be "appealing" to them.
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    Among B2B marketers, 59% find improved user-experience and communication relevant to be the biggest benefit of marketing automation.

Marketing Automation Statistics - Results

Better data, personalization, and higher revenue are nice benefits to have on paper, but what are the real results you can expect from marketing automation?


In this section, we'll look at some of the top marketing automation statistics in terms of results.

  • One study found that marketing automation adoption leads to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. That is, your sales teams are more productive even while your marketing costs go down.
  • Nearly 80% of marketers increased their captured leads using marketing automation. Almost as many (77%) saw an increase in conversions.
  • It's not all positives, however. While adoption is above 50% among B2B organizations, only 27% firmly believe that it has increased marketing's contribution to pipeline.
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    Marketing automation results are better in North America than in Europe. 91% of North American respondents said that MA had provided their organization with a better ROI. Only 72% of their European counterparts believed the same.
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    85% of marketers surveyed by Act-On rate their marketing automation systems as "effective". 20% of marketing leaders rate their systems as "very effective", vs only 7% for non-leaders.
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    Among agencies, 90% say that their marketing automation strategy is successful. Only 2% say that their strategy is "worst in class".
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    What factors affect marketing automation success? A knowledge of pipeline. Marketers who identify themselves as "pipeline marketers" are 119% more likely to see sales and marketing alignment. They are also 48% more likely to see ROI greater than 1.5x.
  • 8% of companies see increased revenues within 6 months of adopting marketing automation. One year later, 32% see increased revenue. After two years, this figure jumps to 40%.
  • Nearly all respondents in Act-On's survey agreed that marketing automation is "critical" to long-term business success.
  • Half of the companies surveyed by LeadMD showed no increase in qualified leads since implementing marketing automation. 19% of companies, however, saw a "dramatic" increase in qualified leads.
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    In an Act-On survey, 58% of respondents "strongly agree" that marketing automation makes teams more efficient. 57% also "strongly agree" that marketing automation increases marketing's contribution to pipeline.
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    Marketing leaders find much better results with marketing automation. 93% say that they've seen a positive ROI while 90% say it has increased contribution to pipeline. These figures are 69% and 68% respectively for mainstream organizations.
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    On the whole, 17% of companies say that marketing automation has been "very beneficial" to their business. 57% say it has been "quite beneficial" while only 26% see limited benefit.

Sources:

1. SharpSpring, “Investor Presentation Jan 2018" (Source)

2. Salesforce, "The 5th State of Marketing Report" (Source)

3. Walker Sands, "The State of Marketing Report 2018" (Source)

4. MarketsAndMarkets, "Artificial Intelligence Market by Offering" (Source)

5. TeleTech, "Machine Learning: The Next Generation of Insight" (Source)

6. EmailMonday, "Marketing Automation Statistics" (Source)

7. LianaTech, "Marketing Automation Benefits in Numbers" (Source)

8. SessionCam, "25 Marketing Automation Statistics" (Source)

9. McKinsey, "Four Fundamentals of Workplace Automation" (Source)

10. CMO, "Despite Some Fear, People Are Positive About Automation" (Source)

11. BusinessWire, "Study Finds that AI Adoption in Marketing is Limited by Marketers' Perception" (Source)

12. Ascend2, "Marketing Automation Trends Survey" (Source)

13. Adestra, "Marketer vs Machine" (Source)

14. eConsultancy, "State of B2B Marketing Automation" (Source)

15. DemandGenReport, "Study: Two-Thirds of Companies Don't Use Marketing Automation" (Source)

16. NucleusResearch, "Study: Marketing Drives ROI" (Source)

17. Circle-Research.com

18. Aberdeen.com


Marketing Automation Statistics Infographic

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