Key Marketing Automation Statistics in 2025: Discover the Latest Facts to Inform Decision-Making

In the digital world, changes happen at an unprecedented pace. Marketing teams and businesses across the world are finding that marketing automation solutions are helping to drive their campaign successes.

Diving deeper into the topic of marketing automation statistics below, you’ll discover essential marketing automation research and data. Together with key marketing automation trends, these will help inform your decision-making processes when you choose to streamline your marketing game.

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Leading Marketing Automation Statistics for 2025 [Key Findings]

• In the next eight years, the global digital software market will be valued at $255.9 billion.
• According to the latest stats, the marketing automation software market is expected to grow by 90% by 2032.
• Email marketing automation tools are used by 58% of marketers.
• Businesses can expect returns on investment, or marketing ROI, ranging from 10% to 30% as a result of using marketing automation to personalize their campaigns.
• 45% of marketers use artificial intelligence (AI) for audience targeting.
• The industries with the highest marketing automation adoption rate are IT and telecoms.
• As of 2024, HubSpot leads the marketing automation industry with a market share of over 34%. 
• Most marketers (68% to 70%) are now recognizing the marketing automation benefits of investing in these technologies and plan to raise their marketing automation budgets this year.

The Power and Growth of Marketing Automation

The global marketing automation industry is largely comprised of marketing automation software. The broader global industry is seeing steeply increasing market value, largely spurred by the influence of technology and digitalization, significantly influencing the use of marketing automation.

In 2025, growth is expected to rise around 12.6%

The market value is estimated at more than $8 billion. However, by 2032, these figures are projected to increase by over 160% to $21.7 billion.

The digital software market will reach $255.9 billion by 2032

Marketing automation is largely driven by the rise in the adoption of digital marketing strategies. And recent digital marketing statistics prove this point. As of 2023, the global digital software market reached $77.3 billion. By 2032, this figure is expected to reach $255.9 billion.

What is driving this shift toward investing in marketing automation? It is believed that the rising growth is based on increased demand for technologies that can manage and optimize digital campaigns across a number of platforms. These include email, social media, websites, mobile apps, digital touchpoints, and more.

In my article, you will discover interesting and worthwhile mobile marketing statistics to keep in mind in 2025.

The marketing automation software market will grow by 90% into the early 2030s

With a market size valued at $5.21 billion in 2022, rising to $5.78 billion in 2023, this market’s current projected revenue for this year is over $5.9 billion. However, with 90% growth expected by 2030, revenue is expected to hit $11 billion. 

In terms of regional distribution, the North American market comprising the US and Canada accounted for $1.85 billion in 2022, leading the market and accounting for the largest market share.

The primary factors driving this regional growth include advanced technological infrastructure and widespread internet penetration. To put things in perspective, internet penetration rates in the US stand at 97.1%, while Canada’s figures stand at 94.3%.

Cloud-based solutions exceed on-premise marketing automation solutions by around 70%

In terms of breakdown by deployment type, the market can be divided into on-premises and cloud-based marketing automation software, with the latter holding the largest share in the industry.

This is largely due to its ability to offer strategic benefits for businesses, including scalability, flexibility, and lower upfront costs in on-premise hardware and IT infrastructure, thus making it accessible for businesses of all sizes. It’s a type of “democratized access” to advanced marketing automation capabilities.

45% of SMEs lead the way with marketing automation over large enterprises

With regard to end users, we find a distinction between small and medium enterprises (SMEs) and large enterprises. In terms of adoption, SMEs lead the way, representing the leading market segment.

This is partially due to the fact that these organizations are often faced with resource constraints in budgets and manpower, thereby necessitating efficient and cost-effective solutions to help them manage their marketing efforts. As such, repetitive tasks including email automation campaigns, social media marketing and management, and lead nurturing can now become more streamlined.

Marketing automation is primarily used for email marketing (58%)

What other tasks do these SMEs benefit from in terms of marketing automation? The breakdown by application includes:

• Email marketing (58%)
• Social media management (49%)
• Content management (33%)
• Paid ads (32%)
• SMS marketing (30%)
• Campaign tracking (28%)
• Landing pages (27%)
• Live chat (24%)
• Search engine optimization (SEO) (22%)
• Account-based marketing and workflows/visualization (20% each)

Other applications with lower usage include sales funnel communication (19%), push notifications and dynamic web forms (18% each), and lead scoring (17%). 

Through efficient email campaign management tools, marketers are empowered to create more targeted and personalized content marketing campaigns that are directly tailored to their users. In particular, email campaign management helps businesses to plan, execute, monitor, and analyze the effectiveness of their campaigns in more depth.

With marketing automation leading these efforts, it’s now possible to track email campaign performance metrics in real time, which can help businesses boost their engagement and conversion rates, and enhance ROI.

If you’re interested in leading and current email marketing statistics, my article offers a comprehensive look into this niche.

Key Trends for Marketing Automation

A leading question in marketing automation is not whether it will be adopted but how soon. Adoption rates are on a rapid upward climb, with small and large companies integrating marketing automation software into their processes and operations. Why do they do this?

The answer lies in a key trend in the industry: omnichannel marketing. Giving audiences a seamless marketing and advertising experience, automated processes help with data unification from multiple channels and sources.

Examples include businesses aiming to give their customers the same user experience (UX) both in-store and online. When it comes to omnichannel marketing, some key trends emerge.

90% of all device owners switch between an average of three devices daily

To cater to this multiple-platform experience, businesses are aiming to create a full and comprehensive marketing experience via several channels and not just their websites like before.

Marketing personalization can lead to return on investment (ROI) gains ranging from 10% to 30%

There is a heightened demand for personalized consumer experiences. What used to be considered a peripheral, implementing marketing automation is now an essential marketing strategy that leads to greater customer engagement. 

Marketing automation enables businesses to collect customer data through multiple touchpoints. Using data analytics, sophisticated algorithms, and machine learning capabilities, it is now possible to deliver more targeted and personalized messaging in real time. Such personalization is capable of reducing costs by up to 50% and increasing revenue by between 5% and 15%, thus boosting marketing ROI.

Artificial intelligence (AI) is increasingly being used for audience targeting at 45%

AI is making waves in marketing automation, and this trend will continue on an upward trajectory. In fact, 45% of survey respondents said that they use AI for audience targeting when implementing marketing automation. In addition to this, AI is used for the following purposes, as highlighted by multiple marketing automation users:

• Analytics and reporting (39%)
• Email marketing (36%)
• Content creation (34%)
• Personalization (33%)
• Customer service (28%)
• Lead generation and qualification (25%)
• Campaign/channel optimization (14%)

To find out more, take a deep dive into my article on leading AI marketing tools.

Marketing Automation in Different Industries

Wondering which industry sectors use marketing automation the most? A few of the most popular sectors for these solutions are as follows:

The IT and telecom industry has a 90% marketing automation adoption rate

This is followed closely by the retail (55%) and healthcare (55%) sectors. Banking, financial services, and insurance (BFSI) comes next at 40%, while manufacturing stands at 35%.

Other sectors such as education, media and entertainment, government services, and others have a negligible rate of growth at present in the context of other marketing automation stats.

26% of businesses that don’t yet use marketing automation software intend to implement it in their processes soon 

This percentage is not too far ahead of the 25% of companies and marketers that use marketing automation software extensively.

Marketing Automation Usage and Performance Statistics

With 96% of marketers using a marketing automation platform in 2021, what does the landscape look like three years later?

68% to 70% of marketers will raise their spending on marketing automation in 2024

While 20% of those surveyed said they would retain the same expenditure levels over the same period, 9% aim to decrease moderately, and only 2% will decrease their expenditure significantly.

Only 3% of marketers find their marketing automation efforts unsuccessful

Also worth noting is that only 3% of marketers have established that their marketing automation efforts were unsuccessful. On the positive spectrum, 69% of surveyed marketing professionals said their current marketing automation strategy is “somewhat successful,” while 28% described it as “very successful.”

For those that aim to go full steam ahead with marketing automation, its usage statistics also point out that not only are marketing automation users increasing at a rapid pace, but also that a total of 9% of customer journeys worldwide are already fully automated.

Popular Marketing Automation Platforms

There are hundreds if not thousands of marketing automation platforms available on a global scale. But which industry players are the top performers? 

Let’s find out more below.

HubSpot leads the market with a 34.72% share of the market as of 2024

With HubSpot as the global leader, other marketing automation solutions are trailing behind in terms of marketing automation benefits. In fact, the closest market competitor to HubSpot is Oracle Marketing Cloud, with a 7.31% market share. Welcome follows at 7.24% and Adobe Experience Cloud at 7.05%.

Active Campaign is next with 6.21%, and the next market leader is RD Station at 5.83%. Salesforce Pardot comes in at 2.9%, All In Marketing Cloud at 2.79%, Cheetah Digital at 2.77%, and Marketo at the lowest at 2.44%. 

HubSpot’s revenue is rapidly rising—reaching tens of billions of dollars.

What’s interesting to note about HubSpot in particular is that while its revenue amounted to $2.17 billion in 2023, this figure was below $80 million just 10 years ago.

Benefits of Incorporating Marketing Automation

From improved targeting and personalization to increased productivity, greater cost and time efficiency, as well as higher ROI, there are many advantages of incorporating marketing automation technology in marketing workflows.

But the chief benefit of marketing automation is that it improves the customer experience.

43% of marketers believe that marketing automation improves the customer experience

This is followed closely by 38% who believe that it facilitates better use of team time. Next up, we have 35% of marketers who say that marketing automation helps them with better data and improved decision-making, while just 1% less at 34% of marketers feel that it helps them improve their lead generation and nurturing efforts.

33% of marketers feel that marketing automation enables better budgeting

In addition, only 24% think that personalization options are a major advantage.

23% find that it helps them measure important key performance indicators (KPIs) and metrics, and 21% say that marketing automation helps them align better with other adjacent departments. 

Marketing Automation Challenges

Marketing automation implementation doesn’t come without its challenges. Businesses face a myriad of difficulties when it comes to integrating and adopting marketing automation solutions into their workflows. One of the biggest problems they face is collecting quality data.

Collecting quality data with marketing automation is the biggest challenge for 52% of marketers

Apart from data collection, 47% struggle with creating overall automated marketing campaigns. Meanwhile, 41% find it difficult to allocate budgets and resources.

40% of marketers find the next challenge in marketing automation related to building effective customer journeys

Further compounding the issue of integrating marketing automation are factors such as building effective buying journeys, which is a challenge faced by 40%. This is the same percentage as those that find integrating technologies difficult.

Lastly, 37% of marketers feel that they have difficulties with selecting and identifying effective metrics against which to measure campaign performance.

Read more on the most important SaaS marketing metrics to track.

Final Thoughts

If one clear takeaway emerges, it’s that today marketing automation software and tools are essential for effective sales and marketing, and they are here to stay.

Helping to create more personalized customer experiences and contributing to greater success in marketing campaigns, marketing automation is a key industry worth keeping an eye on over the next few years.

Expect impressive growth and results as more companies use marketing automation in an effort to save costs, time, and other valuable resources.