Marketing Automation Statistics You’ll Need

Marketing Automation Statistics 2024: Top Facts & Trends!

Published on: November 10, 2023
Last Updated: November 10, 2023

Marketing Automation Statistics 2024: Top Facts & Trends!

Published on: November 10, 2023
Last Updated: November 10, 2023

Marketing automation is a trending topic of conversation among marketers. However, it’s been such for quite some time.

Whether you’re a marketer or not, these marketing automation statistics will interest you. If you know a marketer, you can point them to this article if you want.

Many things can be automated in the marketing industry.

Social media, customer service, paid ads, sales, and other automation tools are available to use. 

As you read this article, you’ll notice that marketing automation is expanding and making things easier for marketers.

Automated marketing lets them focus on daily operations while keeping up with trends and fresh marketing strategies.

Let’s dig into some statistics to help you understand its impact, advantages, and disadvantages (if any).

Resource Contents show

Key Marketing Automation Statistics for 2024

  • The demand for marketing software tools has grown since early 2021.
  • Between 2021 and 2022, the number of marketers that use automation for content management grew from 22% to 29%.
  • Over 22% of people ask, “What is content marketing?”
  • 19% of content marketing teams have used marketing automation platforms.
  • Price and ease of use are the top two key factors that marketers use to decide whether to adopt marketing automation.
  • Hubspot, Adobe, and ActiveCampaign make up 50% of the market share in the marketing automation market.
  • Looking ahead, 31% of professionals in marketing claim they will be investing in marketing automation in 2023.
  • 42% of sales and marketing executives and professionals believe that marketing automation will be something their companies will use in their digital marketing strategies.
  • In 2021, it was reported that most marketers use automated tools more than in the sales market.
  • Extraordinarily successful marketers are 1.5 times more likely to adopt marketing automation than other marketers.

Detailed Marketing Automation Statistics 2024

Marketing Automation

The martech industry is growing and expanding all over the world. Let’s look at the statistics for martech.

1. The Demand for Marketing Software Tools Has Grown Since Early 2021.

Where there is demand, there is a market.

In January 2021, Statista revealed that the global martech industry was valued at an estimated $344.8 billion in USD, according to 2022 statistics.

In the United States and the United Kingdom alone, martech was valued at $149.7 billion (about $460 per person in the US.


2. One Survey Revealed that 65% of Email Marketers Had Used Automated Email Marketing in 2021.

Another 47% of those surveyed said they use automation for social media marketing.

Email marketing is still used the most for automating promotions and implementing marketing strategies.

Landing pages came in third place with 30% of marketing automation users saying they use automated tools for landing pages.


3. Between 2021 and 2022, the Number of Marketers that Use Automation for Content Management Grew from 22% to 29%.

Content management automation is how digital marketers set up their workflows to help reduce the human effort for some marketing actions.

It can include things like social media sharing, proofreading content, content curation, email marketing, etc.


4. In 2022, SEMRUSH Revealed that The Keyword/phrase, “content Marketing Automation” Is the 12th Most Expensive of All Content Marketing Industry Keywords.

The most expensive keyword is “content marketing funnel”, with an average cost per click (CPC) of $$21.55.

The average CPC for the keyword “content marketing automation” is $$9.44, for comparison.


5. Over 22% of People Ask, “what Is Content Marketing?”

Nearly a quarter of people are asking about content marketing.

However, there is no one-off answer because content marketing is a multifaceted set of tactics that make up marketing strategies.

The goal of content marketing is to entice, interact, and ‌retain a specific audience for your niche or industry.

Content marketers do so via the creation and sharing of relevant pieces of content like articles, podcasts, videos, etc.


Marketing Automation Adoption Statistics

Marketing Automation

Who is starting to adopt and use marketing automation now?

We will discuss the adoption of marketing automation in this section.

6. The Adoption of AI (artificial Intelligence) Technologies to Automate Repetitive Tasks Was Approved by 77% of Chief Marketing Officers (CMOs) in 2021.

So, 77% of the world’s CMOs turned to artificial intelligence to handle redundant tasks.

More chief marketing officers turned to AI to automate these repetitive tasks during the global pandemic.

Therefore, we can assume that CMOs changed talent models during that time. Due to its growth since 2021, it’s a trend in marketing.

(Deloitte Insights)

7. 19% of Content Marketing Teams Have Used Marketing Automation Platforms.

To put this into perspective, in 2022, 65% of content marketing teams executed social media postings the most, whether it was automated or not.

These tools are used to achieve marketing goals, which can differ depending on the industry or niche.


8. 54% of Marketers Say that The Ease of Use of Marketing Automation Is Second only To Price as A Factor Before Adopting an Automated Solution.

Price was chosen as the most essential element for considering marketing automation programs, according to 58% of marketers surveyed.


9. Price and Ease of Use Are the Top Two Key Factors that Marketers Use to Decide Whether to Adopt Marketing Automation.

The other major factors considered included 

  • Customer service: 27% 
  • Customization solutions: 24%
  • Data analytics and visualization: 13%
  • Streamlined training and onboarding: 11%
  • Data consolidation options: 10%


10. The Worldwide Marketing Automation Software Sector Is Expected to Grow from The $3.60 Billion Experienced in 2020 to A Projected $11.46 Billion in 2027. 

Moreover, statistics show that the worldwide market for marketing automation is forecast to grow to $14,180.6 million by 2030 from the 2020 figure of $4,438.7 million. 

(Research and Markets)

11. HubSpot, Adobe, and ActiveCampaign Make up 50% of The Market Share in The Marketing Automation Market.

Hubspot is a popular service and sales platform for marketers to get exposure, convert leads, close sales, and retain customers.

This platform has the largest market share in the marketing automation industry with 33.74%. 

ActiveCampaign follows behind with 10.04%, and Adobe with 7.5%, according to 2021 figures.

(Mordor Intelligence)

12. Nearly 70% of Marketers Claim that Their Customer Experience Is Either Partly or Mostly Automated. 

According to the data, 69% of surveyed marketers claim that their total customer experience is either partly or mostly automated.

About 9% claim they use fully automated customer service systems. 


13. Looking Ahead, 31% of Professionals in Marketing Claim They Will Be Investing in Marketing Automation in 2023.

According to a survey conducted in 2022, 31% of marketing professionals surveyed claimed they would be buying marketing automation solutions in 2023.

This shows that the overall concept of automating some marketing tasks is growing.


14. Interestingly, 37% of Marketing and Sales Professionals Agree that Automation in Marketing Will Soon Become an Essential Part of Marketing.

When a group of sales and marketing executives and professionals were surveyed, 37% (more than one-third) agreed that marketing automation will become increasingly important.

Since this survey and report are data from 2021, they seem to be correct. 

(ZHAW School of Management and Law, Zurich University Report 2021)

15. 42% of Sales and Marketing Executives and Professionals Believe that Marketing Automation Will Be Something Their Companies Will Use in Their Digital Marketing Strategies.

With 37% of marketing and sales professionals ‌in agreement that marketing automation will grow, it’s no surprise that 42% of sales and marketing executives and professionals plan to implement automated marketing in their digital strategies. 

(ZHAW School of Management and Law, Zurich University Report 2021)

Where Marketing Automation is Used the Most

Marketing Automation

In this section, we will address where marketing automation is the most used.

While the adoption of automated marketing is growing, it’s growing faster in some marketing sectors than others.

Let us see where automation fits into this industry.

16. Overall, the Marketing Industry Is the Sector that Uses Automation the Most. 

The collection of first-party data has been the mainstay of marketing since people started creating marketing strategies.

The most essential part of marketing automation helps with collecting the right data about your niche and audience, while also delivering relevant content specifically for your audience.

Yes. Marketing automation can collect and deliver. 

(Hubspot 2021)

17. In 2021, It Was Reported that Most Marketers Use Automated Tools More than In the Sales Market. 

In 2022, companies used automated email marketing to boost sales, but mostly marketing automation was important to them.

95% of marketers said they believe that email marketing campaigns are the most effective way to achieve their business goals. 

(Hubspot 2021)

18. While the Finance Realm Uses Some Automation, Marketers Are Using Automation 139% More than Those in Finance.

The finance sector is known for using some forms of automation, but they have nothing on marketing automation.

While marketing professionals use automation 63% more than the sales industry, it’s also used 139% more than in the financial sector.

(Hubspot 2021)

19. Between 2021 and 2022, Marketers Used SMS Marketing Automation More by 7%.

In 2021, SMS marketing was used 18% of the time by marketers, while in 2022, it rose to 25%.

Paid advertising showed a slight downturn in marketing automation use during the same period. 


20. The Combination of AI and Marketing Automation Is Being Used for Campaign Deployment, Segmentation, Account Identification, and More.

Since 32% of marketers are now using a combination of marketing automation and artificial intelligence (AI), they are finding more areas where it’s effective.

For instance, it works well for predictive analytics where it’s used at 18%, as is account identification.

Chatbots were used at 16%, then campaign delivery and deployment by 16%, and segmentation by 12%. 


Why Marketers are Using Marketing Automation

This section of the article will address why marketers are using marketing automation more now than ever.

The following statistics may surprise you.

21. the Competitiveness of Overall Marketing Across Niches Is One Reason More Marketers Are Using Automation.

The marketing industry is so competitive that it’s easy to lose your way without some help. It’s a maze to navigate without automation tools.

Fortunately, technological advances have allowed more people with various budgets to find affordable marketing automation software.

(Mordor Intelligence)

22. Extraordinarily Successful Marketers Are 1.5 Times More Likely to Adopt Marketing Automation than Other Marketers.

While marketing automation software isn’t dependent upon the success of a marketer, it’s been revealed that the more successful the marketer, the more apt they are to use it.

We do know that it helps them to stay abreast of trends and competition.

(Salesforce Research Sixth Edition 2020)

23. There Are Five Top Reasons Marketers Are Using Marketing Automation.

The top five reasons for implementing marketing automation include:

  1. Streamlines marketing and sales efforts
  2. Improves customer engagement
  3. Improves ‌customer experience
  4. Minimizes human tasks
  5. Increases lead capture 

Marketing automation stats also show that it optimizes workflow (25%), enhances lead quality (34%), integrates and centralizes data (21%), boosts marketing attribution (17%), and it enhances the multi-channel touch.


24. According to 55% of Marketing and Sales Professionals, the Ultimate Feature Included with Marketing Automation Software Is Integration with Existing Systems.

Surveys and polls are at the forefront of marketing automation research.

So, when more than half (55%) of marketing and sales professionals and executives feel that integration with their existing systems is the best feature, we should listen. 

It’s important for these professionals to have software that is easily compatible and integrated with Customer Relationship Management (CRM), Customer Management System (CMS), and Enterprise Resource Planning (ERP) systems.

Customer satisfaction is essential.

(ZHAW School of Management and Law, Zurich University Report 2021)

25. Besides Integration, 35% of Sales and Marketing Executives and Professionals Feel Lead Qualification and Scoring to Be Essential Features.

Since it’s time-consuming for humans to calculate lead scores, why not automate that?

This is one of the most essential functions needed, according to sales and marketing professionals.

Lead generation is also a feature found in most marketing automation systems.

(ZHAW School of Management and Law, Zurich University Report 2021)

The Benefits of Marketing Automation 

Marketing Automation

In this section, we’ll cover the anticipated benefits and the ROI (return on investment) of marketing automation platforms and software.

26. 7 out Of 10 Marketers Claim that The Measurement of Success of Using Marketing Automation Software Is Easy or Very Easy.

When taking surveys or polls, you will find yourself answering questions like, “Do you find this very easy, easy, somewhat easy, not easy, or hard?”

That is the case when marketers were asked about the ease of measuring success of marketing automation programs in 2021.

It seems that most of them found it easy or very easy to measure.

(Oracle, 2021)

27. Marketing and Sales Executives and Professionals Selected the Top Three Primary Benefits of Marketing Automation.

The top three most advantageous features of marketing automation, according to marketing and sales professionals, include the following:

  1. 49% said it saves time on repetitive tasks
  2. 49% said it personalizes communication
  3. 45% said it improves ROI and efficiency

(ZHAW School of Management and Law, Zurich University Report 2021)

28. 8 in 10 Marketers Using Automation Say They’ve Seen a Boost in Lead Generation.

Leads are an essential part of marketing, sales, and business. Without leads (people who may be interested in buying), businesses would have fewer sales opportunities.

More marketers who use marketing automation say they have seen a positive rise in their leads and lead quality.

(Oracle, 2021)

29. 65% of Marketers Claim Their Marketing Automation Strategy Is Effective.

Over half (65%) of marketing professionals who use marketing automation say that their experience with it was very or extremely effective. This speaks volumes for the rest of us marketers.

(Hubspot 2021)

30. About Conversions, 77% of Marketing Automation Users Say They Say an Increase in Conversions.

The term “conversion” means a lot to marketers and sales professionals.

When they can take a cold, warm, or hot lead and turn that person into a sale, they are winning. Therefore, this statistic is so huge.

A whopping 77% of marketers using such software saw a boost in their conversions.

(Oracle, 2021)


What Are Some Barriers to Using Marketing Automation?

The highest percentage related to barriers when speaking of marketing automation is know-how.

The data reveals that 33% of people lack the know-how or internal expertise to implement marketing automation software. 

Other barriers include insufficient data, lack of company priority, missing budgets or strategies, the lack of personnel, complexity of programs, missing content, lack of acceptance, and other barriers.

How Many Companies Have Challenges with Marketing Automation?

According to 2021 statistics, 33% of companies have experienced challenges when introducing marketing automation systems because of the lack of internal expertise.

What Does the Future of Marketing Automation Look Like?

The statistics shared in this article show us that marketing automation is on the rise and has its place in the marketing sector.

It’s been proven to be effective, efficient, and highly productive by between more than a third to over three-quarters of marketers who have used it and do use it.


While marketing automation hasn’t reached its peak yet, research and studies are being done to reduce barriers to its use.

The issues holding it back can be remedied with the cooperation of more companies across the globe.

It will take training and knowledge to get users comfortable with marketing automation software or platforms.

Resistance is another issue that must be addressed because humans are resistant to change, especially at work and in technology.

Companies that have already embraced marketing automation will continue to be a testament to those who are considering it or opposed to it.

Once more organizations see what it offers, marketing automation will expand and grow‌.

Generally speaking, the above marketing automation facts show that this industry has a bright future ahead of it. 


Ascend2Deloitte InsightsDemandSage
Hubspot 2021Oracle, 2021Mordor Intelligence
Research and MarketsSalesforce Research Sixth Edition 2020SEMRUSH
StatistaZHAW School of Management and Law, Zurich University Report 2021

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Written by Kelly Indah

I’m a statistics researcher here at EarthWeb with a special interest in privacy, tech, diversity, equality and human rights. I have a master’s degree in Computer Science and I have my Certified Information Systems Security Professional (CISSP) certification.