Marketing Automation Statistics (How Many Marketers Use Automation?)


Are you ready to gain massive insights into how you can improve your business through these marketing automation statistics?

Hey, if your competition uses automation and you don’t, you’ll likely stay (far) behind.

Unlocking the true potential of marketing automation has become a top priority for businesses in today’s digital landscape.

The role of automation can help companies across all sectors, including enhancing their marketing strategies and streamlining customer engagement. (Save time and money!)

Discover how businesses leverage automation to boost conversion rates, optimize lead nurturing, and drive revenue.

And that’s when these marketing automation stats come into play.

This post covers:

Marketing Automation Statistics (Our Top Picks)

  • Over 70% of successful companies use automation
  • Almost 60% of marketers use automation for task management
  • Marketing automation market revenue to hit $13+ billion by 2030
  • 63% of companies using marketing automation outperform competitors
  • Marketing automation can boost sales productivity by 14%+
  • 78% say list segmentation is marketing automation’s best feature
  • 180% higher conversion rates for automated emails than batch emails
  • 60% of companies find implementing marketing automation challenging
  • Almost 70% of users say marketing automation is worth the price

How Many Marketers Use Automation?

1. Over 70% of successful companies use automation

A study of 400+ mainly B2B marketers found that 72% of successful companies use marketing automation, compared to only 18% of unsuccessful ones.

Note: A report by HubSpot says that 76% of companies use automation.

Although the percentages vary slightly, generally speaking, many benefit from automation – and you should too.

Moreover, when using CRM/sales automation, 84% of successful companies leverage it, while only half (42%) of unsuccessful companies.

Source: ResearchGate, HubSpot

2. 87% of companies plan to introduce marketing automation

Even though the value of marketing automation software isn’t a new thing and many are familiar with its advantage, still very few use it extensively.

Nearly 90% of companies report they plan to use marketing automation software, while only 2% of marketers said they don’t plan to use it in the future. An additional 10% think marketing automation won’t bring the company the expected value.

Yup, marketing automation IS the future.

Source: ResearchGate

3. Marketing is the largest sector that uses automation

When it comes to automation software, marketers take advantage of it 76% more than sales and a whopping 139% more than finance.

Source: HubSpot

4. Almost 60% of marketers use automation for task management

The three most common usages of automation amongst marketers are task management, content automation and chatbots.

ReasonShare of respondentsTask management58%Content automation42%Chatbots31%
Reasons why marketers use automation

Source: HubSpot

5. 47% of companies use bots in marketing

The rise of (chat)bots is continuously growing; however, less than 50% of companies use them in their marketing strategies. 43% don’t use it, while 10% of respondents aren’t sure whether they use bots or not.

Source: HubSpot

6. 55% of marketers use automation in email marketing

Compared to 40% in 2021, 15% more marketers adopted automation in 2022 for email marketing. Social media management and paid ads are the second and third leading areas of marketing automation.

Area20222021Email marketing55%40%Social media management44%39%Paid ads26%32%Landing pages27%26%Campaign tracking23%23%Content management29%22%Account-based marketing21%21%Live chat17%21%Workflows/visualization18%19%SEO efforts18%18%
Change in marketing automation between 2021 and 2022

We also curated a list of the most important social media statistics you should know about.

Source: Ascend2

7. Marketing automation market revenue to hit $13+ billion by 2030

The marketing automation industry is on a continuous rise and such is the forecast all the way to the year 2030. The market is expected to hit almost $5.9 billion in revenue in 2023.

YearMarketing automation market revenue2030$13.7+ billion2029$12.1+ billion2028$10.7+ billion2027$9.5+ billion2026$8.4+ billion2025$7.4+ billion2024$6.6+ billion2023$5.8+ billion2022$5.1+ billion2021$4.7+ billion
Marketing automation market revenue over the years

Source: Statista

8. Marketing automation software market revenue to hit $11.2 billion by 2031

According to Statista, the marketing automation software market revenue is expected to grow to $5.4 billion in 2023. The rising trend will continue in the coming years, expecting to surpass the $11.2 billion mark.

Source: Statista

9. 58% of marketers use marketing automation for upselling

Nearly 60% of marketers leverage marketing automation when they upsell.

The upselling automation happens before the purchase, during the purchase or after the purchase – and this can all be (easily) automated.

Source: Moosend

Benefits Of Marketing Automation Statistics

10. 63% of companies using marketing automation outperform competitors

More than 60% of companies that use marketing automation technology outperform their competitors (who don’t).

Automating just some marketing processes can bring you ahead of your competition, so don’t sit on the opportunity; turn it into your competitive advantage.

Source: Lenskold Group

11. Marketing automation increases leads and conversion rates

The amazing benefit of marketing automation never ends – it was found that those who use automation in marketing increase leads by 80% and conversions by 77%.

Source: VentureBeat #1

12. 65% of marketers find automation effective

While the percentage of those who feel their marketing automation is “extremely effective” is lower than those feeling “very effective,” they still all benefit significantly from applying it. In fact, a very tiny percentage of respondents say it’s ineffective.

Source: HubSpot

13. Marketing automation can boost sales productivity by 14%+

It’s always good to know that automation can increase sales productivity and reduce marketing overhead. With marketing automation, you can drive sales up by 14.5% and reduce marketing overhead by 12.2%.

By the way, have you seen our extensive sales statistics roundup?

Source: Invesp

14. 74% say marketing automation’s most significant benefit is saving time

The only thing you can’t get back is time. And if there are tools you can use to save it, that’s a big plus for many professionals.

Nearly 75% of professionals say using marketing automation technology to save time is one of its most considerable benefits.

Even though there’s no such thing as setting and forgetting it because you still need to monitor it, doing it all manually takes A LOT more time, so use automation instead.

Source: Invesp

15. 450%+ increase in leads due to marketing automation

While this isn’t something every business and organization can expect, a study found an insane 451% increase in qualified leads just by using marketing automation software. Who doesn’t want more leads?

What’s more, 39% report that it also improves the quality of leads.

Source: Oracle

16. 49% name marketing personalization possibilities as the biggest benefit

It’s said time and time again that including the element of personalization in marketing scores you much better results. And almost 50% of respondents say that one of the most important benefits of marketing automation is making personalization possible.

Source: Oracle

17. 320% more revenue for those who use automated emails

When comparing automated emails with non-automated ones, the former can generate a staggering 320% more revenue.

Fun fact: Customers who receive an automated abandoned shopping cart email are 2.4 times likelier to complete the purchase.

Speaking of which, we also curated a list of the must-know shopping cart abandonment statistics.

Source: Campaign Monitor

18. 78% say list segmentation is marketing automation’s best feature

78% of marketers even go so far and say they “can’t live without” the list segmentation feature that marketing automation contains. This comes in extra handy in email marketing (complementing the above stat).

Source: Campaign Monitor

Marketing Automation ROI Statistics

19. 63% of professionals who implement marketing automation expect to reap benefits within 6 months

When you use a new technology that promises great results, you expect them. And the same goes for 63% of professionals who decide to implement marketing automation – they want to see benefits whing half a year of using it.

As a result, 44% actually do see a return within six months. The reasons why the rest don’t vary, but this is a good fact that raises confidence in every one considering using marketing automation.

Source: Oracle

20. $1 in, $5.44 back

A study found that organizations that use marketing automation enjoy a return of $5.44 for every dollar spent in the first three years with a payback period of under six months.

Source: Nucleus Research

21. 180% higher conversion rates for automated emails than batch emails

Instead of using batch emails, using the automation process can increase conversion rates by 180%. Besides, the click rate is 380% higher, too.

According to VentureBeat, triggered emails can drive over 620% higher conversions responses of “batch and blast” emails.

Source: VentureBeat #2

22. Companies that nurture leads generate 50% more sales-ready leads for 33% cheaper

Lead nurturing and automation go hand in hand exceptionally well. And the companies who know what they’re doing generate half more sales at 33% less cost. Plus, nurtured leads make 47% bigger purchases than non-nurtured leads.

Source: Adobe #1

23. 47% of users name sales revenue as the most important marketing automation strategy

While increased lead generation and lead nurturing received the most votes, nearly half of the respondents say their most important goal of marketing automation is (an increased) sales revenue.

Source: Invesp

Marketing Automation Adoption Statistics

24. 33% say lack of internal expertise is the biggest marketing automation adoption barrier

While companies name different marketing automation adoption barriers and challenges, three of the more common ones are lack of internal expertise (33%), poor/insufficient data (24%) and lack of prioritization (24%).

Source: ResearchGate

25. 60% of companies find implementing marketing automation challenging

A pretty significant percentage of companies report they found the implementation of marketing automation into their system challenging. Also, 16% say it’s difficult to create quality automation.

Source: Oracle

26. Those successful with digital marketing will increase their spending on marketing automation

63% of companies who have been successful with digital marketing plan to invest more in marketing automation.

Source: Oracle

27. Nearly half of the companies use marketing automation

49% of companies are using marketing automation in some way or another because they know how much value it brings them.

From email and SEO to advertising (don’t miss our advertising statistics) and social media, some automate only parts of their businesses and some nearly everything. Actually, 75% of marketers say they benefit from at least one type of marketing automation tool.

Source: Moosend

28. 58% state price as the main driving force when choosing a marketing automation solution

When shopping for a marketing automation solution, almost 60% of marketers say price is the main driving force, followed by ease of use.

Driving factorsShare of respondentsPrice58%Ease of use54%Customer service27%Customization options24%Integration capabilities22%Breadth of features21%Depth of features19%Data visualization/analytics13%Streamlined onboarding/training11%Data consolidation capabilities10%
The ten main driving factors of purchasing decision of a marketing automation tool

Source: Ascend2

29. 32% of surveyed said they combine AI with marketing automation

Artificial intelligence and marketing automation work together well across various sectors and tasks, removing manual work while improving the customer experience. (I’m sure you’ll also gain much value through our customer experience statistics.)

AreaShare of respondentsPaid advertising32%Email personalization32%Product/content recommendation22%Personalizing email subject lines22%Predictive analytics18%Account identification18%Chatbots16%Campaign send/deployment timing16%Segmentation12%
Areas in which marketers use AI with marketing automation

Source: Ascend2

30. 60% plan to increase their marketing automation budget

Most professionals plan on increasing their marketing automation budgets – yes, because it works for them. Meanwhile, 30% reported that their budget wouldn’t change, while only 10%+ said they’d decrease it.

Source: Statista

31. The chatbot market is forecast to grow to approx. $1.25 billion by 2025

There’s no sign of stopping the usage of chatbots. The chatbot market was at only $190 million in 2016, but it’s expected to grow to approximately $1.25 billion by 2025.

Fun fact: The AI market is predicted to grow to $118 billion by 2025.

Source: Statista

32. 1/3 expect marketing automation to become even more important in digital marketing

The future of digital marketing will consist of a lot of non-human work, which is what we’re already experiencing today. 1/3 of professionals expect marketing automation to become an even more critical role in the future of digital marketing.

Source: Oracle

33. 80% of the advertising process will be automated

Although the data is for 2022, and the percentage may be even larger today, Phil Gaughran of McGarryBowen predicted that 80% of the advertising process to be automated.

Source: Adobe #2

Other Marketing Automation Statistics

34. Hubspot is the largest marketing automation provider

The three largest marketing automation providers are Hubspot, Active Campaign and Adobe Experience Cloud, taking 50% of the pie.

Moreover, almost 35% of customers use Hubspot, while only around of customers 15% Active Campaign and Adobe Experience Cloud combined.

Source: Statista

35. 40% plan to adopt marketing automation within 12 months

According to a survey involving industry professionals, marketers and publishers, 40% said they plan to adopt a marketing automation platform in the coming twelve months. On the other hand, 20% said they’d stop using the technology.

Source: Statista

36. Half of the marketers nr. 1 “want” when using a marketing automation solution is easy integration

When it comes to the marketers’ needs for features in a marketing automation solution, 50% expect easy integration into their existing content management, CRM and ERP systems.

Marketing automation featuresShare of respondentsEasy integration into existing systems50%Lead qualification/scoring capabilities45%Content creation and email workflows35%eCommerce storefront integration12%
The most wanted marketing automation features

Source: Oracle

37. Almost 70% of users say marketing automation is worth the price

With many features and functions, a marketing automation system can sort out for you, it’s a worthy purchase for 69% of users. But only 11% of companies say it’s too expensive and not worth the cost.

Source: Oracle

38. 70% of marketers feel measuring the success of marketing automation is easy

To be more exact, 11% say it’s “extremely easy” and 59% “somewhat easy,” while the other 30% find it somewhat or extremely difficult when measuring the success of marketing automation in achieving their important objectives.

Source: Ascend2

39. Marketing automation can boost productivity by 20%

If none of the above benefits of using marketing automation have convinced you yet, knowing that using it can boost your business productivity by 20% might finally do the trick.

But this is just of a small segment of the value that adopting this technology brings.

Source: Nucleus Research

40. 90% higher customer retention for omnichannel marketing automation

Those companies that use omnichannel marketing automation experience 90% greater customer retention than those using single-channel automation.

Additionally, those using three or more channels enjoy a 250% higher purchase rate.

Source: Omnisend

41. 50% of SMBs use marketing automation for email drip campaigns

Instead of sending them manually, half of the small and medium-sized businesses leverage marketing automation for their email marketing drip campaigns.

Source: Statista

42. Automating social media and ads can save you 6 hours per week

Implementing marketing automation tools for updating social media profiles with fresh posts as well as managing ads, can save you six hours per week.

Source: Entrepreneur

43. 48% of marketers say automation builds a stronger customer relationship

Because sales and marketing automation enables real-time interactions 24/7, nearly half of marketers say it helps them create long-lasting and stronger customer relationships. (It also helps them boost lead generation and retention.)

Source: Italian Journal Of Marketing


“Set it and forget it.”

Okay, that’s not precisely how automation works, but as you learned from the marketing automation statistics above, it can save you plenty of time and money.

Not just that, but you’ll also have way more satisfied customers (when you introduce personalized automation).

You can achieve much higher levels of efficiency once you embrace the power of marketing automation.

As technology evolves, staying informed about the latest trends and statistics in marketing automation will be essential for staying ahead of the competition and driving sustainable growth.

Take the power of automation to your advantage, unleash new possibilities and drive your marketing efforts to the next level.

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