Marketing Automation Global Market Report 2024

The marketing automation market size has grown rapidly in recent years. It will grow from $6.28 billion in 2023 to $6.95 billion in 2024 at a compound annual growth rate (CAGR) of 10.7%. The growth during the historical period can be associated with the demand for personalized customer experiences, the need for lead generation and nurturing, the streamlining of marketing operations, the measurement and analysis of campaign performance, and the alignment of sales and marketing processes.

The marketing automation market size is expected to see strong growth in the next few years. It will grow to $9.68 billion in 2028 at a compound annual growth rate (CAGR) of 8.6%. The expected growth in the forecast period stems from several factors such as the increased prominence of account-based marketing (ABM), the application of AI and machine learning, a strong emphasis on multichannel marketing, and a dedicated focus on customer retention and loyalty. Key trends anticipated during this period involve the automation of customer retention strategies, dynamic content automation, a focus on marketing operations and revenue attribution, the automation of compliance and data privacy measures, as well as the integration with Customer Relationship Management (CRM) systems.

The expansion of big data and data analytics solutions is anticipated to fuel the growth of the marketing automation market in the future. These technologies have become integral to marketing automation companies as they enable deep insights into customer behavior and preferences, facilitating the delivery of targeted offers and effective lead nurturing. By leveraging big data and data science practices, marketing automation firms can dynamically respond to customer behavior and tailor strategies to individual needs. For example, according to Tech Jury, the big data analytics market is projected to reach $103 billion by 2023, with data creation expected to surpass 180 zettabytes by 2025. Additionally, the Big Data banking analytics market was valued at $29.87 billion in 2019 and is forecasted to grow at a CAGR of 12.97% between 2020 and 2025, reaching $62.10 billion by 2025. These statistics highlight the significant role of big data and data analytics in driving growth within the marketing automation industry.

The expanding e-commerce industry is expected to drive the growth of the marketing automation market in the future. E-commerce, or electronic commerce, refers to the buying and selling of goods and services over the internet. In the e-commerce industry, marketing automation involves using automated tools and workflows to streamline and optimize marketing processes, such as email campaigns, personalized product recommendations, and customer segmentation, with the goal of enhancing customer engagement and driving sales. For example, according to the United States Department of Commerce in May 2021, US e-commerce sales experienced a significant increase of 39.0% in the first quarter of 2021 compared to the same period in 2020. Therefore, the expanding e-commerce industry is a key driver behind the growth of the marketing automation market.

Personalized content has emerged as a significant trend in the marketing automation market, driven by customers' expectations for products tailored to their preferences in today's digital landscape. Marketing automation software leverages data to identify purchasing patterns and make decisions with minimal human intervention. This enables the software to automatically recommend products and services based on customer profiles and online activity. Consequently, businesses can increase customer engagement, cater to specific needs, enhance business processes, and deliver improved customer support. For example, in September 2021, LionAI, a US-based artificial intelligence (AI) ad-tech analyzer, launched a unique ad-tech and marketing automation platform for higher education marketing leaders. This platform utilizes paid media and programmatic strategies to effectively boost brand awareness and student enrollment. According to LionAI's team, their ad-tech can increase digital marketing yield by 20% or more in 30–60 days, depending on the traffic, by eliminating wasted ad spending. This allows universities to scale their digital advertising efforts while providing potential students with an exceptional experience.

Major players in the marketing automation market are concentrating on developing innovative products such as AI-enabled automation systems to gain a competitive advantage. AI-enabled automation systems are advanced technological solutions that integrate artificial intelligence (AI) capabilities with automation processes to execute tasks and make decisions without human intervention. For example, in September 2021, Oracle Corporation, a US-based software company, introduced the Oracle Fusion Marketing System, an AI-driven platform engineered to automate lead generation and qualification processes for B2B marketing campaigns. This system utilizes AI to assess leads, identify prospects ready for engagement, and automatically generate qualified lead opportunities in CRM systems. By automating these pivotal aspects of digital marketing, Oracle aims to tackle challenges related to disjointed data, fragmented workflows, and manual CRM administration, offering marketers and sales professionals a more streamlined and cohesive solution for engaging prospects and customers. The Fusion Marketing System aligns with Oracle's broader initiatives in the Adtech industry, complementing its offerings in Advertising and Customer Experience (CX).

In March 2021, Upland Software, a US-based company specializing in enterprise software for sales, marketing, and IT, acquired BlueVenn for $54.3 million. Through this acquisition, Upland Software seeks to broaden its portfolio of customer engagement and marketing solutions. BlueVenn, based in the US, is a customer data platform focused on marketing automation.

Major companies operating in the marketing automation market report are Microsoft Corporation, International Business Machines Corporation, Oracle Corporation, SAP SE, Salesforce.com Inc., Cognizant Technology Solutions Corporation, Adobe Inc., SAS Institute Inc., Teradata Corporation, HubSpot Inc., Thryv Holdings Inc., Marketo Inc., ActiveCampaign Inc., Mirum Shopper Marketing, Keap Inc., Act-On Software Inc., SharpSpring, Inc., Infusionsoft Inc., Banjo Inc., Enjoy Digital Inc., Ontraport Inc., Autopilot HQ Inc., Greenrope Inc., Digitant LLC, Envigo RMS Holding Inc., eTrigue Corporation, Neuro Tags LLC, Prospect.io, Sendinblue SAS, Insidesales.com Inc.

North America was the largest region in the marketing automation market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the marketing automation market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the marketing automation market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Marketing automation offers deployment modes in cloud-based and on-premise options. On-premise solutions connect existing systems to marketing, logistics, and other channels, ideal for businesses with in-house IT teams, handling sensitive data, or under regulatory obligations. The software is used by both large enterprises and small and medium-sized enterprises (SMEs) in digital marketing, email marketing, mobile marketing, inbound marketing, social media marketing, campaign management, and more. End users include BFSI, retail, healthcare, telecom and IT, discrete manufacturing, government and education, and others.

The marketing automation market research report is one of a series of new reports that provides marketing automation market statistics, including marketing automation industry global market size, regional shares, competitors with a marketing automation market share, detailed marketing automation market segments, market trends and opportunities, and any further data you may need to thrive in the marketing automation industry. This marketing automation market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The marketing automation market includes revenues earned by entities by providing marketing automation services such as collecting real-time data, audience segmentation, event management, lead generation, and content creation to reduce the amount of manual labor-intensive work required in marketing camping. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.