Marketing Automation Software Global Market Report 2024

The marketing automation software market size has grown rapidly in recent years. It will grow from $6.15 billion in 2023 to $7.15 billion in 2024 at a compound annual growth rate (CAGR) of 16.2%. The growth observed in the historical period can be attributed to a focus on lead generation and conversion optimization, the emergence of influencer marketing, increased demand for marketing automation consulting services, a necessity for enhanced customer engagement and retention strategies, and the expansion of email marketing automation.

The marketing automation software market size is expected to see rapid growth in the next few years. It will grow to $12.72 billion in 2028 at a compound annual growth rate (CAGR) of 15.5%. The anticipated growth in the forecast period can be attributed to the escalating demand for personalized customer experiences, the continued rise of influencer marketing, increased adoption of marketing automation in the financial services sector, and the growing significance of customer journey mapping. Major trends expected in the forecast period include the integration of marketing automation with customer service platforms, a shift towards account-based marketing, integration with data management platforms, collaboration with sales automation tools, and advancements in technology.

The marketing automation software market is poised for growth, propelled by the expanding reach of digital marketing channels. Digital marketing channels encompass various online platforms, tools, and techniques used by businesses to promote products or services, engage with their target audience, and drive conversions. The growth of digital marketing channels is attributed to the widespread adoption of internet-connected devices, such as smartphones and computers, leading to increased global internet penetration and providing businesses with access to larger online audiences. Marketing automation software plays a crucial role in this landscape by streamlining repetitive tasks, such as email campaigns and social media posts, enhancing efficiency in digital marketing channels and facilitating targeted personalized user interactions. According to the Interactive Advertising Bureau (IAB), digital ad revenues experienced a substantial growth of 35.4%, nearly three times more than the 12.2% growth observed in 2021. Therefore, the expansion of digital marketing channels is a key driver behind the growth of the marketing automation software market.

Major players in the marketing automation software market are actively developing advanced technologies, such as marketing automation integration solutions, to maintain a competitive edge. Marketing automation integration involves combining and connecting various marketing tools, platforms, or software applications to streamline and automate diverse marketing tasks and processes. In January 2023, Yodelpop Inc., a US-based digital marketing agency, launched RaiserSync and YourMemberSync. These connectors enable organizations and charities to utilize HubSpot's marketing automation tools for developing compelling marketing campaigns and communications, leveraging the YourMembership association management system or the Raiser's Edge NXT donor management system.

In December 2022, GetResponse, a Poland-based company offering marketing automation and email marketing software, successfully acquired Recostream for an undisclosed amount. This strategic acquisition enhances GetResponse's personalization functionality by incorporating AI product recommendations. This addition allows businesses to display personalized product and content recommendations to their website's visitors, ultimately boosting conversions. Recostream, the acquired company, is a Poland-based marketing automation software provider specializing in AI and ML-based personalized recommendations for e-commerce platforms.

Major companies operating in the marketing automation software market are Oracle Corporation, Salesforce.com Inc., Adobe, HubSpot Inc., J2 Global Inc., Zoho Corporation Pvt. Ltd., Klaviyo Inc., ActiveCampaign LLC, SugarCRM Inc., SharpSpring Inc., ConvertKit LLC, Campaign Monitor Pty Ltd., Ontraport Inc., Leadpages Inc., Autopilot HQ Inc., AWeber Systems Inc., EngageBay Inc., The Rocket Science Group LLC, GetResponse Sp. z o.o., Sendinblue SAS, Act-On Software Inc., Iterable Inc., Acquia Inc., Agile CRM Inc., Benchmark Internet Group LLC, MarketSharp Software LLc.

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

Marketing automation software refers to the software designed to streamline and automate various marketing tasks, including email campaigns and social media posts. The primary goal is to enhance efficiency and engage the target audience more effectively. These systems enable personalized interactions with leads and customers, resulting in efficiency gains and the simplification of marketing procedures.

The primary types of marketing automation software deployment include cloud-based deployment and on-premise deployment. Cloud-based deployment involves hosting and managing software programs or services on remote servers accessible online. This deployment method is utilized by organizations of various sizes, including large enterprises and small to medium enterprises. It finds applications in diverse areas such as campaign management, lead management, sales enablement programs, analytics and reporting solutions, among others. Cloud-based marketing automation software is employed across different industry verticals, including entertainment and media, financial services, government, healthcare, manufacturing, retail, and others.

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

The marketing automation software market includes revenues earned by entities by providing services such as automated email marketing, lead generation, customer segmentation, and campaign management. 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.


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