69+ Marketing Automation Statistics Every Marketer Needs to Know.

69+ Marketing Automation Statistics Every Marketer Needs to Know.

Marketing automation saves a lot of time for businesses by automating repetitive manual tasks. If you’re a business using automation or looking to include it soon, you’d benefit by knowing the important statistics in the field.

We’ve compiled the list of marketing automation statistics for you. 

Let’s dive in without any further delay.

Marketing automation statistics- Usage

  1. 35% of businesses use marketing automation to streamline their marketing and sales efforts, 34% to enhance the customer experience, 34% to enhance customer engagement, 30% to cut back on manual tasks, and 28% to increase lead generation (The State of Marketing Automation, 2021). 
  2. Another study says that the most important reasons why marketing is used are to optimize productivity (43%), increase marketing ROI (41%), and enhance campaign management (40%) (Adestra). 
  3. The most popular technique of marketing automation employed by marketers is email automation (64%). This is followed by usage for user profiling and targeting (26%) and dynamic content-based personalization (23%) (Getresponse). 
  4. 50% of Small and Medium Sized Businesses use marketing automation for sending drip email campaigns (Statista). 
  5. The most widely used area of marketing automation is email marketing. 65% of marketers do it (Ascend2). 
  6. 47% of Marketers employ marketing automation to manage their social media marketing (Ascend2).
  7. 30% of Marketers employ marketing automation on their landing pages, 28% in paid ads, 25% for campaign tracking, 23% for content management, and 21% in chatbots (Ascend2).
  8. Another study states that marketers use marketing automation mostly (57% of them) for managing tasks. And other top areas where it is used are content management (42%) and chatbots (31%) (HubSpot). 

Marketing automation statistics- Adoption

  1. Currently, more than 480,000 websites are using marketing automation (BoldDigital). 
  2. Approximately, more than half (51%) of firms are now using marketing automation (EmailMonday).
  3. 58% of B2B firms are planning to introduce automation into their marketing efforts (EmailMonday).
  4. 63% of a survey’s participants have planned to increase their budget towards marketing automation this year (Invespcro). 
  5. The region that’s the most interested in marketing automation is South East Asia. The next four rankers are Laos, Vietnam, Singapore, and Malaysia (Google Trends). 
  6. Automation adoption shows a high variation between the most successful (63%) and least successful (39%) (FindStack). 
  7. Automation adoption is highest (70%) among finance and banking professionals. The other top adopters are Information and Technology (67%) and retail (64%) (Bloggingwizard). 
  8. The adoption of artificial intelligence in sales is expected to grow by 139% from 2020 to 2023 (Clickz). 
  9. The adoption of predictive intelligence in sales is expected to increase by 118% from 2020 to 2023 (Clickz). 
  10. 25% of Marketers in a study reported that they use marketing automation extensively (Marketing Automation Report 2021).
  11. More than one-third of marketers in the above-mentioned study state that marketing automation will become the foundation of most firms’ digital business strategies (Marketing Automation Report 2021).

Marketing automation statistics- software usage

  1. 90% of Marketers report using more than one type of marketing automation software regularly (Learning Hub). 
  2. 91% of Marketers report that marketing automation software is indispensable for their work (InvespCRO). 
  3. In 2010, the marketing automation software industry was estimated to be $6.87 billion worth. It is estimated that this amount will grow to $19.66 billion in 2026 (Mordor Intelligence).
  4. Between 2022 and 2027, the growth rate (CAGR) of the global marketing automation software market is forecasted to be approximately 8.15% with 1.43 Billion USD (MarketWatch).
  5. The industry’s year-over-year growth rate is estimated to be 7.33% for 2022 (MarketWatch). 
  6. 54% of B2B marketers use marketing automation software for helping them in content marketing (ContentMarketingInstitute). 
  7. 77% of Business owners report increased conversions after using marketing automation software (SalesFusion). 
  8. In a study, 33% of participant firms stated that they are already using marketing automation software, and half of all participants plan or seek to do so (AptecoLtd). 
  9. 67% of marketers who responded to a survey stated that they use both marketing automation software and CRM to assist them in their marketing efforts (Heinz). 

Marketing automation statistics- software features

  1. Marketing automation software, on average, is priced at $414 per month (SoftwarePath).
  2. 40% of marketing automation solution providers offer a free version of their tool (SoftwarePath). 
  3. The key features of most (80%) of marketing automation software are automated email responses, customer segmentation, and A/B testing (SoftwarePath). 
  4. Integrations are the most important criteria for selecting a marketing automation software for most marketers (52%). The other vital factors are its features (45%) and scalability (35%) (DemandSpring). 
  5. A mere 15% of marketers decide to buy a marketing automation software based on its quick installation time (DemandSpring).
  6. However, another study finds that 64% of marketers prioritize the ease of implementation. Their other top-ranking priorities included technical support (42%) and cross-platform integration (41%) (Adestra).  
  7. Recommendations and clients were deciding criteria for 23% of marketers while picking software for marketing automation (Adestra)
  8.  52% of marketers consider analytics and reporting to be the most useful feature in marketing automation software. The next ranking factors are campaign management and lead nurturing. The followers are email marketing, Integration abilities, lead scoring, and user segmentation (Ascend2). 
  9. According to another study, 35% of marketers referred to content creation and email outreach as the most important feature in marketing automation software. And 24% of the participants ranked social media content distribution features as their topmost priority (Pedalix). 
  10. Yet another study finds the ease of use of the software to be the topmost priority for 86% of marketers (SoftwarePath).
  11. Less than 28% of businesses that use marketing automation software, put all of its features to use (SmartInsights and GetResponse). 
  12. The most commonly used feature in marketing automation software is email automation (Demand Spring).

Marketing automation statistics- Benefits of automation

  1. According to 74% of marketers, the most vital benefit of marketing automation software is its time-saving nature (GainApp). 
  2. The benefit of marketing automation that most marketers (45.9%) refer to is improving customer experience. This is followed by improved lead quality (37.7 %) and increased lead quantity (34.9 %) (LianaTechnologies). 
  3. Marketing automation has enhanced business productivity approximately by 20% (Nucleus).
  4. One major area where marketing automation can have a favourable influence is during the onboarding process (SiriusDecisions). 
  5. About 70% of participants in a study found improved targeting of messages to be the major benefit of marketing automation (Liana Technologies). 
  6. According to marketers, the most crucial objective of marketing automation are-
  • Productivity optimization (43%)
  • Increasing the ROI of marketing (41%)
  • Enhancing campaign management (40%)
  • Enhancing the quality of the database (39%)
  • Customers acquisition (39%)
  • Performance analytics (37%)
  • Coordinating Marketing and Sales (24%) (Adestra)

7. 49% of Marketers say that marketing automation saves time and makes personalization possible. 45% state that it increases their efficiency and marketing ROI. According to 39% of them, it improves lead quality. 35% say it gives them more leads and 27% that it improves their marketing-sales collaboration (MarketingAutomationReport). 

Marketing automation statistics- ROI of automation

  1. 63% of businesses or marketers that launch marketing automation software anticipate realizing its benefits (returns on investment) within 6 months (SoftwarePath). 
  2. 7 in 10 marketers find it very or somewhat easy to measure the success of marketing automation (Ascend2 and Research Partners).
  3. 77% of marketing automation users report experiencing increased conversions (Oracle). 
  4. Within the first year of marketing automation software, 76% of firms see a return on investment (SoftwarePath).
  5. 8 in 10 marketing automation users witness increased lead generation (Oracle).
  6. Businesses that use marketing automation report that it has increased their sales productivity by 14.5% (SoftwarePath).
  7. The revenue generated through email marketing automation raises by 18 times more than irrelevantly blasting emails (SoftwarePath).
  8. On average, marketing automation can lower administrative overhead by 3.4% (Marketo, n.d.).
  9. Another study finds that more than one in ten businesses report that marketing automation has decreased marketing overhead by 12.2% (SoftwarePath).
  10. 65% of marketers declare that their automation strategy is extremely or very effective (HubSpot).
  11. 78% of marketers refer to marketing automation as the prime reason for their increased revenue (SoftwarePath). 
  12. When a business engages its prospects using marketing automation software, it experiences a 451% increase in its qualified leads via providing a personalized experience (SoftwarePath).
  13. The metrics commonly used to measure the ROI of marketing automation are unsubscribing rate, open rate, and click-through rate (Pepper). 

Marketing automation statistics- marketing automation challenges

  1. 20% of Companies report finding the right automation tool to be the topmost challenge in marketing automation (Automizy). 
  2. The topmost challenge in selecting a marketing automation vendor is knowing the differences in functionality offered by those. This can lead to conflict between needs and functionality once the software is put to use (VentureBeat). 
  3. The top three challenges that marketers come across while employing marketing automation are coming up with quality automation (16%), integrating with other platforms and tools (14%), and creating content (10%) (Automizy). 
  4. 33% of firms face challenges in implementing marketing automation owing to the lack of internal expertise (ZHAW School of Management and Law).
  5. Another study also confirms the above-mentioned fact. For, according to it, 48.6% of marketing and communications professionals find the lack of expertise as the major challenge in marketing automation (Liana Technologies).
  6. According to another study, 67% of businesses, find integrating data from various systems and sources and systems the prime challenge to embracing marketing automation (SpotlerUK).
  7. 13% of participants in a study reported considering segmentation among the major challenges faced in automation (Automizy). 
  8. 30% of businesses find the process of successfully automating lead generation a crucial challenge (Ascend2). 
  9. 44% and 43% of marketing influencers refer to delivering personalized content and integrating different marketing systems, respectively, to be the biggest challenges to the success of marketing automation (Ascend2).
  10. Yet another study finds a lack of quality content (40%), budget limitations (38%), and lack of an efficient marketing automation strategy (38%) (Marketo & Ascend2).

So Start Automating!

As seen in these marketing automation statistics, marketing automation is fast establishing itself as an efficient technique to boost marketing efforts. If you haven’t adopted it in your business, it’s time you do it. With a marketing automation tool like NotifyVisitors and its knowledgeable and helpful team, you’d love the simplified experience and enhanced productivity through it!


Shivani is a content writer at InviteReferrals. She writes SEO articles, blogs, and guest posts for businesses to improve website ranking on SERP. She follows a balanced approach for the quality of content and its marketing. She loves to do creativity, although she had an English major in her graduation.