Marketing automation has transformed how businesses engage with their existing and potential clients. It’s enabled them to streamline repetitive tasks and focus more on needle-mover issues.
Join us as we dive into the latest statistics on marketing automation and explore the technology’s impact on modern businesses.
General marketing automation statistics 
The global marketing technology (MarTech) industry was worth $344.8 billion in 2021 [7].
The revenue of the marketing automation industry will reach $5.4 billion by the end of 2023 and is expected to more than double by 2031 [1].
The top three marketing automation solutions in the US – Oracle, Adobe, and Hubspot – hold around 49.8% of the market share [2].
The marketing automation market in North America is expected to have a compound annual growth rate (CAGR) of 12.8% by 2027 [8].
78% of marketers believe their industry saw more changes in the past three years than in the last 50 [9]. For instance, 47% of them reported using bots [10].
58% of marketing professionals say that price is the most crucial factor when choosing marketing automation software [3].
Asia Pacific’s marketing automation market is expected to have a compound annual growth rate of 15.1% by 2026, while Europe’s market will grow by 14.2% annually [11][12].
On average, companies with more than $500 million in revenue dedicate 30% of their marketing budgets to MarTech (marketing technology) [13].
Marketing automation usage 
79% of companies use marketing automation in some form as a part of their marketing strategy [10].
9% of marketers say their customer journey is fully automated, while another 69% have mostly or partially automated processes [3].
About 50% of marketing automation software users started using them in the last four years [14].
Implementing an automated marketing solution is not hard – 75% of companies report doing it in under six months [15].
50% of marketing professionals who use marketing automation use it every day, while 33.2% use it often [16].
25% of marketers used marketing automation for SMS marketing in 2021 – a 7% rise compared to 2020 [3].
The most popular channel for automation is email marketing, with 63% of marketing specialists reporting using it in their email campaign efforts [4].
65% of professionals report that their marketing automation strategy is “extremely” or “very” effective [17].
30+ Marketing #automation statistics: impact and trends
Marketing automation benefits and ROI 
Available data shows that marketing automation increases sales productivity by 14.5% and reduces overhead marketing expenses by 12.2%, on average [18].
86% of marketing employees report that marketing automation has helped them achieve their important marketing goals [3].
80% of companies that use automated marketing solutions report increased leads, while 77% say that their conversion rates are going up [19].
Marketing automation stats show that 76% of companies report seeing a return on investment within a year of implementing automation tools [15].
The most significant benefits of marketing automation are: increased confidence at work (reported by 34.8% of marketers), raises for good work (34.4%), and a reduced number of mistakes (33.2%) [16].
43% of marketers agree that the most important advantage gained from using marketing automation is an improved customer experience [3].
Even though they account for only 1.75% of sent emails, automated messages generate 29.1% of all email marketing orders [5].
35% of people who receive an automated email will proceed to make a purchase [5].
91% of marketers believe that marketing automation is essential for their businesses, and 80% say it is the main contributor to their success [15].
Automated welcome messages have a 2.86% conversion rate [6].
Marketing automation trends 
The average marketing employee now works on seven campaigns per quarter, and 42% of them expect the number will rise [9].
On average, people in marketing spend five hours a day on manual tasks, so there is still room for improvement [9].
31% of organizations will be on the market for a new marketing automation solution in the next 12 months [3].
60% of marketing decision-makers plan on increasing marketing automation investments in 2024 [20].
26% of companies that don’t use marketing automation have plans to adopt it [17].
32% of vendors report using a combination of AI and marketing automation to personalize email messages and for paid advertising [3].
Marketing professionals would like to offload even more work to computers, and 30% of them would use automation for tracking information and data entry, while 28% would use it for lead management [16].
Marketing automation statistics: conclusion 
Despite being around for much longer, marketing automation has seen explosive growth in the last few years. Today, if you are in marketing, you can’t afford to not go automated. There are numerous advantages for both companies and consumers. Namely, consumers get relevant and timely offers, while businesses get more leads and sales.
The marketing automation statistics we’ve shown you here indicate that it will continue to grow and improve, as will the broader MarTech industry. If you found this article interesting and want to know more about marketing automation, then our related article on the best email marketing automations tools might be worth checking out.