39+ Major Marketing Automation Statistics to Know in 2024

Marketers explore many different tactics to hit their goals. They can only do so much. Some businesses lack the manpower or budget to launch multiple campaigns at once.

With a marketing automation tool, businesses reduce their marketing workload by having software do menial, repetitive tasks. This leaves marketers time to focus on their other duties.

Marketing automation software also drives down costs because it lowers the need for manual labor and increases productivity.

These latest marketing automation statistics show how companies use automation software to grow their business. Our stats also reveal why organizations struggle with marketing automation for customer engagement.

Marketing Automation Statistics – Our Top Picks


  • 79% of marketers automate their customer journey. This is broken down into fully automated (10%), mostly automated (25%), and part automated (44%). 21% doesn’t automate their customer journey at all.
  • 91% of organizations say demand for automation is increasing. Requests for more automation come from: marketing (26%), research and development (39%), administration and operations (38%), and customer service (33%).
  • The top 10% of email workflows generate $16.96 in revenue per recipient, while average email flows generate $1.94.
  • 64% of marketers already use automation and AI. 62% find it important to their marketing.
  • The marketing automation market size is expected to reach $13.97 billion by 2030. The expected compound annual growth rate from 2022 to 2030 is 12.8%.

Marketing Automation Adoption Statistics

US marketing automation market by component

1. 76% of marketers use marketing automation more than sales and 139% more than finance departments. 

2. 79% of marketers automate their customer journey. This is broken down into fully automated (10%), mostly automated (25%), and part automated (44%). 21% doesn’t automate their customer journey at all.

stats on areas where marketers plan to add marketing automation

3. 28% of marketers plan to add marketing automation to their email marketing in 2024. Others plan on adding automation for paid ads (29%), social media management (29%), and landing pages (21%). Find out the average landing page conversion rate in our landing page statistics. The least mentioned areas to automate are dynamic web forms (14%), sales funnel communications (13%), and lead scoring (9%). You can find a handy list of sales funnel software here to create and optimize your campaigns.

4. Customer profiling is the marketing analytics process with the highest automation adoption rate (51.43%). Other processes mentioned are report creation (47.14%), social media tracking (44.26%), dynamic campaign control (42.86%), and market research (38.58%).

5. 84% of businesses indicate no restrictions on financial resources as long as automation software is worthwhile. 66% say no tools in the marketing automation software market meet their requirements.

6. The marketing automation market size is expected to reach $13.97 billion by 2030. The expected compound annual growth rate from 2022 to 2030 is 12.8%.

7. Over 70% of users prefer cloud-based software. This is because of the implementation of cloud computing technology within enterprises with high-data storage, increased data access flexibility, and reduced IT expenses.

Marketing Automation Industry Statistics

statistics on revenue generated by email workflows

1. The top 10% of email workflows generate $16.96 in revenue per recipient, while average email flows generate $1.94. There’s no doubt: testing and optimizing your email automations increases your bottom line.

2. Abandoned cart workflows generate the most revenue at $28.89 for the top 10%, and $3.65 on average. Followed by welcome flows ($21.18, $2.65), abandoned browsing automations ($7.21, $1.07), and post-purchase sequences($5.14, $0.41).

3. The global marketing automation market was valued at $7.3 billion in 2023. The market is expected to grow at a compound annual growth rate (CAGR) of 12.74% between 2024 and 2032.

highest demand from business teams for automation in organizations

4. 91% of organizations said the demand from business teams for implementing marketing automation has increased. These requests come from the following departments: research and development (39%), administrative and operations (38%), customer service (33%), and marketing (26%).

5. 52% of marketers say integrations are important when choosing marketing automation software. Others mentioned key features (45%), scalability (35%), ease of use (33%), pricing (27%), company reputation (27%), customizability (24%), customer support (16%), and implementation time (15%).

6. The transportation industry has the highest degree of marketing automation at 65% and it’s expected to increase by 21.

7. 31.25% of businesses say they want to run their automation software exclusively by their employees. 6.25% say they want external consultants handling their software. 62.5% are open to shared management. 

8. 75% of companies find marketing automation very relevant or relevant in 2023. The percentage of companies that said it’s “very relevant” has increased in just 2 years from 18% to 42%.

Email Marketing Automation Statistics

statistics on areas where marketers currently utilize marketing automation

1. 63% of marketers use marketing automation for email marketing. Marketers also use automation for social media management (50%), paid ads (40%), content management (35%), landing pages (29%), and SMS marketing (28%).

2. Automated workflows (like abandoned cart or post-purchase messages) generate up to 30x more revenue per recipient than campaigns. This is because they are timely and targeted.

3. 31% of all email orders came from automated messages, even though they only account for 1.8% of sends.

breakdown of automation workflows by use

4. 54.2% of automation workflows in ecommerce are for cart abandonment. Other common workflows include welcome emails (30.8%), customer onboarding (5.6%), and browse abandonment (3.6%).

5. Referral and loyalty email campaigns had the highest click rates in 2023 with 25.15%. The click rates for other email types are: welcome (24.46%), giveaway (23.05%), post-purchase (21.36%), cart abandonment (17.98%), birthdays or anniversaries (15.86%), browse abandonment (15.09%), and customer win back (7.21%).

6. Birthday and anniversary emails had the highest click-to-open rates in 2023 with 24.43%. Here are the click-to-open rates for other email types: giveaways (19.36%), welcome (17.51%), cart abandonment (17.17%), browse abandonment (15.94%), referral or loyalty (14.84%), post-purchase (10.72%), and customer win-back (9.32%).

If you’re looking for more stats about email, check out our collection of email marketing statistics.

Data on Marketing Automation Usage Statistics

1. 64% of marketers already use automation and AI. 62% find it important to their marketing.

2. 43% of marketers use marketing automation software to optimize their overall strategy. They also mention using automation to improve their data quality (37%), identify their ideal customers (34%), and optimize their messaging or campaigns (31%).

3. 42% say data management is the marketing area that benefits most from automation. This is followed by analytics (25%), content creation (23%), and communication (16%).

4. 50% of marketers who use automation say they use it daily. 33.2% say they use it sometimes and 16.8% say they use it on and off.

Reasons for Using Marketing Automation

1. 58% of marketers use marketing automation for task management. Others use it for content automation (42%) and chatbots (31%).

marketers goals for improving marketing automation

2. 43% of marketers plan on improving their marketing automation to optimize their overall strategy. 37% want to improve data quality with automation. 34% want to better identify ideal customers or prospects.

3. 30% of marketers said they want to automate tracking and data entry. 28% said lead management and 25% mentioned managing projects or tasks. Here’s our review of the best free project management tools, many have features to automate your workflows.

Advantages and ROI of Marketing Automation

stats on the effectiveness of automation strategy

1. 65% of marketers say their marketing automation strategy is very effective or extremely effective. 

2. 25% of marketers best achieve their objectives with their current marketing automation strategy. 66% feel that they’re seeing some success from the automation they have in place.

3. 22% of marketers say marketing automation increased their efficiency by more than 35%. 39% say it increased their efficiency by 15% to 35%. 5% say it increased by less than 15%. 5% say it didn’t affect their efficiency at all. 2% say automation decreased their efficiency.

4. 29% of B2B marketers say marketing automation was very successful in helping them achieve their objectives. 65% say it was only somewhat helpful. 6% say it was unsuccessful.

5. 27% of B2B marketers strongly agree that marketing automation makes it easier to build effective customer journeys. 53% of marketers somewhat agree, 15% somewhat disagree, and 5% strongly disagree.

6. 95% of marketers who use AI or automation are more likely to say that their marketing strategy was effective. Many marketing automation tools now include AI email writers.

7. 34.8% of marketers say that their confidence at work increased since they used automation. 34.4% received a raise, and 33.2% reduced errors at work. There were also some personal benefits to using automation like feeling less burnout (48.8%), improved mood and overall happiness (37.2%), and reduced stress (34.8%).

Statistics About Marketing Automation Challenges

statistics on the success of marketing automation

1. 9% of marketers say they feel little to no success after using marketing automation.

2. 11% of marketers say their budget for marketing automation will decrease in 2024.

3. 96% of organizations say modifying and rebuilding automation is a challenge because systems and business requirements change.

statistics on marketers who find marketing automation challenging

4. 73% of marketers find marketing automation challenging. 41% responded as moderately challenging, and 31% as very challenging. 

5. 80% of organizations say the likelihood of them compounding technical debt when restructuring applications and data landscapes to support automation is very likely or extremely likely.

6. 36% of marketers say it takes them 6 months to implement their marketing automation platform. Their time is mostly spent on learning the tool.

7. 55% of organizations don’t use certain features of marketing automation tools because they lack the staff to oversee them. Others don’t use them because they don’t need them (31%), lack the knowledge to use them (29%), or have a limited budget (15%).

8. Analytics (31.62%), BI and Dataflows (44.12%), and Communication (27.94%) departments all view deprioritization as their biggest marketing automation challenge. Content creation teams also feel the impact of deprioritization (24.60%) but list no suitable software (27.21%) as the biggest concern.  

9. 72% of companies see the lack of marketing automation resources as a significant challenge for content marketing. This is especially the case for small companies that struggle to create good content and distribute it across multiple channels.

HubSpot Statistics

1. HubSpot’s revenue was $2.17B in 2023. That’s a 25% YoY growth compared to 2022. Subscription revenue was $2.12B, professional services and other revenue was $46.8M.

2. HubSpot has 205K customers from 135+ countries with 23% YoY growth.

3. HubSpot’s Average Subscription Revenue Per Customer was $11,365 in Q4 2023.

4. 53% of HubSpot customers are located outside of the United States. These customers generate approximately 47% of HubSpot’s total revenue for 2023.

5. HubSpot has over 1500 integrations. The Operations Hub has 110+ tools to connect with two-way, real-time data synchronization. 

Google HubSpot acquisition survey poll research stay leave alternatives

6. 48% of HubSpot users would consider switching to another provider if Google acquires HubSpot. 33% would consider alternatives, 15% would leave HubSpot, and 51% would stay.

7. HubSpot customers report 114% more web traffic and 129% more leads after using the Marketing Hub for 1 year.

8. Hubspot has 7.7K employees.

The Benefits of Marketing Automation

benefits of marketing automation

There are many benefits to using automation to help with your marketing and sales efforts. 

Marketing automation users find it easier to perform tasks. They deal with less stress and become more comfortable at work as shown in the marketing automation stats above.

Let’s look at the reasons why you should be adopting marketing automation.

Implementing Marketing Automation Makes You More Efficient

implementing a marketing automation workflow

A marketing automation solution handles time-consuming tasks faster than if you were to do them manually. They’re more effective, too, since it leaves little room for errors. 

Browsing marketing automation tools, you’ll even find ones that offer the exact features you’ll need to be more productive.

Marketing Automation Helps Personalize Content

personalizing content in Hubspot marketing automation

Marketing automation platforms are capable of personalizing content, which is especially useful for email campaigns. Use your customer data to target customers based on their preferences and behavior.

It’s worth allocating a marketing automation budget to reengage lost customers and find new leads through personalized content.

Integrated Marketing Automation Is Scalable

stats on the characteristics that motivated marketers to choose their present marketing automation platform

Marketing automation techniques and tools are scalable. As marketing professionals acquire more qualified leads, they adjust their automation strategy to continue growing without a bottleneck.

Automation software will be cheaper than if you add new employees to your marketing department to perform manual tasks.

Automation Tools Retain Customers

average purchase amount per automation workflow

As some of these marketing automation stats show, you can stop customers from jumping to competing businesses if you implement marketing automation. 

You can create targeted campaigns to reignite their interest in your brand. Set up automated workflows to keep your customers engaged and remain loyal. You won’t lose customers because you forgot to send a follow-up email.

If you’re looking for more data, check out our collection of CRM statistics and online learning stats.

Sources

Marketing Automation Adoption Statistics
1. Polaris Market Research “Marketing Automation Market Share, Size, Trends Forecast, 2024 – 2032″ July 2023
2-3. Ascend2 “The State of Marketing Automation 2023
4-5. University of Hamburg “Marketing Automation Report 2023
6-7. PS Market Research “Marketing Automation Market Size and Share Analysis by Offering…” Dec 2022

Marketing Automation Industry Statistics
1-2. Klaviyo “The 2024 Benchmark Report
3. Polaris Market Research “Marketing Automation Market Share, Size, Trends, Industry Analysis Report, By Component (Software, Services); By Deployment Type; By Organization Size; By Application; By End-Use; By Region; Segment Forecast, 2024 – 2032” July 2023
4. Salesforce “New Research Automation Demand Surged in More Than 90% of Companies” June 2022
5. Demand Spring “Marketing Automation Platform Insights” 2022
6-7. University of Hamburg “Marketing Automation Report 2023”
8. Pedalix “Marketing Automation Report 2023” Mar 2023

Email Marketing Automation Statistics
1. Ascend2 “The State of Marketing Automation 2023”
2. Klaviyo “The 2024 Benchmark Report”
3. Omnisend “Sell More With Better Email & SMS” Feb 2023
4-6. Drip “The Drip Marketing Automation Report 2024” Nov 2023

Data on Marketing Automation Usage Statistics
1. HubSpot “The 2024 State of Marketing & Trends Report:” Jan 2024
2. Ascend2 “The State of Marketing Automation 2023”
3. University of Hamburg “Marketing Automation Report 2023”
4. Zapier “Benchmark Report: The ROI of Marketing Automation” Sept 2022

Reasons for Using Marketing Automation Statistics
1. Polaris Market Research “Marketing Automation Market Share, Size, Trends, Industry Analysis Report, By Component (Software, Services); By Deployment Type; By Organization Size; By Application; By End-Use; By Region; Segment Forecast, 2024 – 2032” July 2023
2. Ascend2 “The State of Marketing Automation 2023”
3. Zapier “Benchmark Report: The ROI of Marketing Automation” Sept 2022

Advantages and ROI of Marketing Automation
1. Polaris Market Research “Marketing Automation Market Share, Size, Trends, Industry Analysis Report, By Component (Software, Services); By Deployment Type; By Organization Size; By Application; By End-Use; By Region; Segment Forecast, 2024 – 2032” July 2023
2. Ascend2 “The State of Marketing Automation 2023”
3. Demand Spring “Marketing Automation Platform Insights” 2022
4-5. Insightly “The 2023 State of Marketing Automation From the B2B Perspective”
6. HubSpot “The 2024 State of Marketing & Trends Report: Data from 1400+ Global Marketers” Jan 2024
7. Zapier “Benchmark Report: The ROI of Marketing Automation” Sept 2022

Statistics About Marketing Automation Challenges
1-2. Ascend2 “The State of Marketing Automation 2023”
3. Salesforce “New Research Shows Automation Demand Surged in More Than 90% of Companies” June 2022
4. Forrester, Acoustic “Strengthen Customer Retention & Engagement With Behavioral Data” April 2024
5. Salesforce “New Research Shows Automation Demand Surged in More Than 90% of Companies” June 2022
6-7. Demand Spring “Marketing Automation Platform Insights” 2022
8. University of Hamburg “Marketing Automation Report 2023”
9. Pedalix “Marketing Automation Report 2023” Mar 2023

HubSpot Statistics
1. HubSpot “Reports on Q4 and Full Year 2023 Results” Feb 2024
2. HubSpot “Overview of Q4 2023” Feb 2024
3. HubSpot “Reports on Q4 and Full Year 2023 Results” Feb 2024
4. HubSpot “Annual Report on Form 10-K” Feb 2024
5. HubSpot “App Marketplace” Apr 2024
6. EmailVendorSelection “Research on the Google HubSpot acquisition: 48% would consider switching” Apr 2024
7. HubSpot “Annual ROI Report 2023
8. HubSpot “Overview of Q4 2023” Feb 2024

About Mor Mester


Mor Mester is the Head of Content Marketing at EmailVendorSelection. He's an email marketing and marketing automation expert with 6+ years of experience. Having tested and reviewed 100+ email marketing, marketing automation, CRM, ecommerce, SMS marketing, email verification, online course, and lead generation tools, he knows a good business software when he sees one.
After work, you can find him riding his bike on some trails.

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