25 Marketing Automation Statistics, Facts & Trends For 2023

Marketing Automation Statistics You Need To Know

Are you looking for the latest marketing automation statistics?

We’ve got you covered.

In this article, we’re breaking down the most important marketing automation statistics you need to know.

We’ve broken these stats into 5 sections: the benefits, the ROI, the time you’ll save, the challenges and what it’s used for.

Let’s get to it!

Editor’s top picks – marketing automation statistics

These are our most interesting statistics about marketing automation:

  • 53% of B2B organizations implement marketing automation, and 37% plan to implement it. (Source: Econsultancy)
  • According to 65% of marketing influencers, increasing marketing ROI is the top priority for a marketing technology strategy to achieve. (Source: Ascend 2)
  • 17% of experts advise beginners to plan their marketing automation strategy ahead of time. (Source: Automizy)

The benefits of marketing automation

To start off, here’s what research has to say about the benefits of marketing automation.

1. 53% of B2B organizations implement marketing automation, and 37% plan to implement it

01 Marketing automation usage

In this study of B2B marketing professionals, more than half had already begun using marketing automation in their business and only 10% don’t plan to use MA.

This means 90% of the study wants marketing automation as part of their strategy.

With how much help automation can give you, it’s no surprise almost all businesses want an in on this.

2. 75% of those surveyed added marketing automation to their business in less than six months

02 Adding marketing automation

How doable is it to add these platforms to your business?

Over half of the 735 B2B marketers surveyed by Pepper used marketing automation within the first 6 months.

These platforms are created to finish time-consuming tasks so you have more time to focus on other parts of your business. On that note, MA platforms make it easy to apply to your business.

3.  The majority of users think marketing automation is fairly priced

03 Marketing automation fairly priced

It may be easy to apply marketing automation to your business, but is it worth the price?

This study says yes.

Think about it, this technology boosts your lead performance and saves you time for more important matters.

If you invest in the right marketing automation for your business goals, your ROI will most likely increase.

On that note, is marketing automation always successful?

4. Nearly 90% of agencies say their marketing automation strategy is successful

90% of agencies believe their MA strategy has proved successful.

That’s a big percentage, isn’t it?

Make sure you place within this 90% and align your goals with the marketing automation you need.

There are many different MA platforms out there, the goal is to choose one that’ll fill in the blind spots.

5. The top benefit of MA is lead management, with more relevant content coming in second

The more accurately you target your audience, the more customers you’ll end up with. Circle Research found lead management as marketing automation’s largest benefit.

An important part of lead management is the content you give to your future customers. This is also known as lead generation.

Marketing automation seems to nail both lead management and lead generation, what more could you ask for?

Marketing automation ROI statistics

Your return on investment, or ROI, is important to measure after you begin a new marketing strategy. Your ROI will tell you if your new strategy is gaining revenue, or simply, making the big bucks.

You’ll notice in the following stats how important marketers find increasing ROI. 

6. According to 65% of marketing influencers, increasing marketing ROI is the top priority for a marketing technology strategy to achieve

06 Marketing automation top priority

What is the #1 way to determine if marketing automation is successful?

More than half of this study by Ascend 2 agree that your marketing ROI determines how successful an MA system is.

How can you improve the chances of boosting your marketing ROI?

Understand what your business needs from an MA platform before you choose one.

If your goal is to up your social media game, go for an automation system with features specific to social media.

7. 78% of successful marketers say that marketing automation is most responsible for improving revenue contribution

Here’s another statistic about boosting your revenue. This time, from Lenskold.com.

Increasing revenue is a long-term goal for both marketing and sales. If your strategy proves successful, you’ll improve sales and raise your revenue.

So how does marketing automation come into play?

MA can automate tasks you don’t want to focus a lot of time on. This gives you extra time to focus on sales and earning more money. 

How does MA affect sales, anyway?

8. 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase

Well over half of the 43 automation platforms surveyed increased leads and conversions.

Why is that?

Marketing automation connects marketing and sales together to reach the same goal – to improve ROI.

Investing in a different strategy always has its risks, but the stats show how MA will most likely be a successful investment.

9. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead

This stat shows how automation can increase in sales while reducing the cost.

To refresh your memory, overhead means indirect expenses towards your business.

If overhead means indirect expenses, then marketing overhead are indirect expenses for… well, marketing.

These expenses can go towards managing your email strategy, social media, etc.

Marketing automation can manage these strategies and get rid of outsourcing. If you don’t need to outsource, your marketing overhead can decrease.

With that, automation then gives you more time to focus on conversions – it’s a win-win!

10. 57% of B2B marketers used response and value metrics to measure ROI

10 Response and value metrics

Notice how most B2B marketers rely on response and value metrics to measure ROI.

Response metrics tell you if your audience likes what they’re receiving, and value metrics tell you if you’re making money at the end of the day.

If your response metrics decrease, you can use your MA system to start A/B testing and retarget your audience.

If your value metrics declines, you may need to reevaluate if your automation system is targeting the right business goals. 

The time you’ll save with marketing automation

MA systems automate repetitive tasks and save you time. Keep reading to see how else marketing automation saves time and boosts productivity. 

11. 43% agree that the most important objectives of a marketing strategy is optimizing productivity, followed by increasing marketing ROI

11 Most important objectives of a marketing strategy

Adestra shows how productivity and marketing ROI are the top two objectives in marketing automation.

Optimized productivity is using your time wisely. 

As you might’ve already put together from this post, MA manages parts of the business you don’t have time for.

You can optimize this extra time and get important stuff done.

So what else can you optimize productivity for besides increasing ROI?

12. 88% of marketers said that reducing the time spent on preparing reports and granting more time for strategy and focusing on customer interactions would be valuable

This is a long statistic – let’s break it down.

Basically, marketers want to spend less time analyzing data and more time focusing on the customer. 

Here’s the thing about marketing automation – most can analyze data for you AND interact with your customers.

Here’s an example:

Let’s say you want to interact with your customers through your site.

Marketing automation could run a chatbot on your website and answer customer’s questions.

Once the chatbot has been added, your automation system can analyze how useful it is for your business.

Now you have even more time to focus on other matters. How great is that?

13. 30% of business owners, executives and marketers who use GetResponse believe the most beneficial aspect of marketing automation is saving time

13 Most beneficial aspect is saving time

GetResponse is an email marketing platform who interviewed 585 marketing professionals about… can you take a guess?

You got it – email marketing automation.

While this study is focused on one type of automation, it still shows how much time MA can save.

And if you’d like to learn more about email marketing in general, check out our roundup of email marketing statistics.

14. 91% of marketers said a tool that enables their teams to review, analyze, and act on customer and marketing data in a continuous and real-time fashion would be valuable for their organizations

To put this stat into simple terms, almost all marketers would find a tool (aka, marketing automation) that can analyze marketing data helpful.

Most platforms can pull together a marketing report about your customers. These reports help you see what is and isn’t productive. You can tweak your strategies from there.

15. 36% of respondents realized the benefits of integrating marketing automation in 6 months or less

15 Benefits realized in 6 months or less

Along with Pepper’s study from above, 36% of respondents saw the benefits of MA in 6 months or less. And 54% still realized the benefits in under one year.

It’s likely that you’ll see positive results from marketing automation in one year or less.

The less time it takes for these benefits to take off, the more time you’ll have to spend on other matters.

Here’s to having more time and using it wisely!

Marketing automation challenges

Every marketing strategy has its challenges, but that doesn’t mean you can’t overcome them.

Here are some reasons why marketers struggle with automation and how you can avoid them.

16. 16% of marketers believe their #1 challenge is creating quality automations

16 Challenge of creating quality automations

Automizy proves the saying we’ve all heard before – quality over quantity.

You don’t want your MA system to send your customers useless information. You want it to connect to your customers with valuable content.

What can you do to avoid this challenge?

17. 17% of experts advise beginners to plan their marketing automation strategy ahead of time

17 Plan strategy ahead of time

According to the same study, you can avoid future challenges by planning ahead and, surprise surprise – creating automations.

It’s never a bad thing to plan ahead – it helps you create scenarios where things might go wrong as well as the solutions to them.

Along with planning ahead, you should focus time on creating automations from the beginning. This will put you on the right path towards quality automations.

18. Only 19% of individuals saw a dramatic increase in qualified leads with marketing automation

18 Increase in qualified leads

LeadMD only found 31% of marketers see some increase in qualified leads. Qualified leads are potential customers.

If your MA system is targeting your audience, why wouldn’t you see an increase in qualified leads?

You may need to reevaluate the content you’ve automated and your targeted audience.

Keep track of your automation system and measure these metrics.

19. The biggest objection to marketing automation is that there are cheaper alternatives

19 Cheaper alternatives to marketing automation

Half of this study from KDM Digital stays away from marketing automation because they believe there are cheaper alternatives.

But how useful are these alternatives?

Marketing automation is an investment. The research shows most companies increase their marketing ROI and productivity using marketing automation.

Yes, automation systems can be pricey, but you’ll most likely gain more revenue in return. And with advances in technology, marketing automation tools are more affordable than ever before. However, not everyone is aware of how these tools are becoming more affordable.

It’s worth a shot!

20. 56% of marketing influencers find data management to be the most difficult marketing technology to implement

20 Data management most difficult

Along with data management, respondents found marketing analytics hard to apply.

Marketing automation can take time to get used to. Avoid the headache and scale your MA platform up over time.

This means starting with what’s most important for your business goals and building from there.

Marketing automation usage statistics

Who uses marketing automation and why? Find your answer in the following 5 statistics.

21. There is a higher adoption of marketing automation in America with 69% of respondents using or applying marketing automation

21 Higher adoption in America

Along with this statistic, it was also found that less than 20% of marketers in EMEA (Europe, Middle East & Africa) and APJ (Asia-Pacific) know what marketing automation is.

If you’re from EMEA or APJ, use this study as a chance to get ahead of the game.

If you use a marketing automation platform now, you’ll be one step ahead from fellow marketers in your country.

22. 92% of the respondents main goal is to improve their qualified lead pipeline and 81% is customer retention

Almost all of those surveyed want their qualified lead pipeline to grow.

A qualified lead pipeline is powerful content made for your customers. Powerful content gains trust and improves customer retention – it keeps customers around

You can personalize your content on most MA platforms and automate it towards the right audience.

As customers receive your content, they’ll build trust with your brand. If customers gain trust, they’ll stay with your business and boost your customer retention.

Personalized content kills two birds with one stone.

Speaking of content…

23. 51% of B2B marketers consider personalized/dynamic content to be the most effective tactic of marketing automation

23 Personalized and dynamic content

Many B2B marketers like to personalize their content with marketing automation.

We all know what personalized content means, but what about dynamic content?

Dynamic content adapts its content to the user.

Let’s say you want to buy a camera, so you go to an online camera store and search through their different types of cameras.

If the site uses dynamic content, it’ll recommend other products related to your search, such as a camera case or memory card.

Personalized and dynamic content are useful ways to communicate with your customers – and your automation system can get it done for you.

24. 53% of marketing influencers think email marketing automation is the most effective technology

24 Email marketing automation effective technology

Out of all the different automation systems, marketing influencers find email marketing to be the most useful.

It was found that for every $1 you spend on email marketing, you’ll get an average return of $42.

Need an example?

Let’s say you invest $200 a month on an email automation tool. That $200 can turn into an  $8,400 ROI every month!

Who needs a money tree when you have marketing automation?

25. The marketing automation industry is expected to reach 8.42 million by 2027

With a compound annual growth rate (CAGR) of 9.8% from 2020 to 2027, the future looks promising for marketing automation.

As automation systems continue to grow, more money will be invested to keep it up and current with the trends.

Marketing automation won’t be going away anytime soon.

What is marketing automation?

Marketing automation, or MA, automates marketing tasks for your business. You can choose what these tasks are, but it depends what type of automation you choose.

There are some MA platforms that automate certain types of marketing, such as email marketing automation.

There’s also MA platforms built to manage your entire marketing strategy.

Curious about what MA tools are out there? Take a look at the best marketing automation tools for your business.

How does marketing automation help your business succeed?

Marketing automation proves successful time and time again by marketing professionals and agencies.

The following 25 statistics will tell you what makes marketing automation successful, why it’s successful, and the challenges that come with it.

The takeaways

If you’re going to take anything away from these marketing automation statistics & trends, it’s these 3 things:

1. It’s an investment

If you want to get money, you have to spend some money. The key is to spend money on something useful and of value – something that’ll come back around.

The stats show marketing automation is both useful and of value.

Choose a marketing automation platform that supports your business goals and watch your revenue grow.

Note: If you’re using an email marketing platform already, you may have the automation functionality you need built-in. Regardless, it’s critical to assess that your current platform will do everything you need it to in future. If you’re using basic email marketing functionality at the moment, it’s easier to switch to a more comprehensive tool now rather than waiting till you’ve implemented your automations.

2.  It supports your marketing goals

Whether you aim to grow your qualified leads, customer relationships, or productivity, there’s an automation system out there for you.

Use your business goals and create an MA strategy to make the most out of your system. 

3. It’s here to stay

Overall, marketing automation has proved positive results and more businesses are getting on board as time moves forward.

Marketing is all about innovation.

Take the leap and try marketing automation if you haven’t already.

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