The 61 Best Marketing Automation Statistics for 2023

Intro

Marketing automation is one of the top trends in marketing. Why? Because there are so many benefits for the brand, marketers, and consumers. However, not everyone knows how to use it best and when to use it. So here are the statistics to help you understand more about marketing automation.

Adoption of Marketing Automation

Despite the benefits that many marketers report, adoption has not reached every small business. So here are the statistics on the adoption of marketing automation across the world.

1. In 2020 the marketing automation industry was worth $4.5 billion.

2. By 2030, the marketing automation industry will be worth $14.2 billion.

3. 61% of brands are expecting to spend more on marketing technologies in 2023.

4. Three marketing automation vendors account for more than 50% of marketing automation revenue. These are HubSpot (33.74%), ActiveCampaign (10.04%), and Adobe (7.5%).

5. In 2021, 76% of companies used automated marketing techniques.

6. In 2021, 26% of those brands not using automation were planning to do so.

7. 81% of marketing agencies use automation to deliver services for them and their clients.

8. 19% of content marketing teams will utilize automation.

9. 77% of marketing team leaders utilize AI to help them with automation for redundant tasks.

10. 42% of sales teams state that marketing automation is part of their digital strategy.

11. 69% of marketing campaigns are partially or mostly automated.

12. 9% of campaigns are fully automated.

13. Price is a critical factor when a decision-maker is looking to purchase a marketing automation solution.

14. Ease of use is the second most critical factor decision-makers use when looking at marketing automation solutions.

15. AI and marketing automation are increasingly being integrated into software development lifecycles to improve paid advertising and email personalization, as reported by 32% of companies in 2022.

Marketing Automation Usage Worldwide

The usage of marketing automation can tell us a lot about how and who is using software to help improve processes, generate leads and make sales. Here are the marketing automation usage statistics that you need to know.

16. Marketing is the largest business function that utilizes automation technologies in its day-to-day activities.

17. Marketers' use of automation is 76% higher than the sales department.

18. Marketers' use of automation is 131% higher than finance department employees.

19. Task management is one of the best uses of automation for 58% of marketers.

20. Chatbots are used by 31% of marketers.

21. Nearly two-thirds (64%) of marketers are using automation for marketing measurement and attribution.

22. Nearly a third of marketers (32%) combine marketing automation with AI technologies to help with paid advertising and personalization of messages/offers.

23. AI is helping 22% of marketing professionals with the automation of product/content recommendations and personalization of email subject lines.

24. In 2022, 25% of marketers were using automation for SMS marketing, this is up from 18% in 2021.

25. In 2022, 20% of marketers are using automation for push notifications. This has increased from 16% in 2021.

Automation and Email Marketing

Email is one sector in which automation can support marketing teams. Yet so many brands don’t realize the benefits of using automation with email campaigns, preferring to rely on manual creation and sending techniques. However, what do the statistics say?

26. In 2021, 40% of marketers used automation in email marketing.

27. In 2022, 55% of marketers were using automation in email marketing.

28. Expanding the use of automation in email marketing is a priority for 59% of marketers.

29. The welcome sequence or autoresponders (69%) and lead nurturing campaigns (46%) are the most popular email marketing automation options.

30. Triggered emails (or transactional emails) are automated by 82% of marketers.

31. Two-thirds of marketers (67%) nurture leads through automation.

32. More than half of marketers will segment an audience through automation.

33. A/B testing is automated by 45% of marketers.

34. More than a third of marketers (38%) will send an automated cart/browser abandonment email.

35. Win-back campaigns are automated by 35% of marketers.

36. Automation can help achieve a 173% higher open rate for email marketing campaigns.

37. Automation on email campaigns can help brands achieve 223% higher click-through rates.

38. Automation on email campaigns can improve conversions by 500%.

Automation and Social Media Marketing

Social media isn’t the first thing that brand leaders might think of when they think of social media. After all, consumers want to speak to real people. That doesn’t mean that automation doesn’t have its place on a platform. Here are some of the statistics for social media marketing automation.

39. After email marketing, social media has the most usage for automation.

40. In 2022, 44% of brands used automation to help produce content for their social media pages.

41. In 2021, 39% of brands used automation to produce content for social media pages.

Content Marketing

New technologies have helped automation to create content for brands. From landing pages to blog posts, automation is helping to cut costs and speed up content production. But how is it being used?

42. In 2021, 22% used automation to help them create content for their business.

43. In 2022, 29% of marketers were using automation to create content for their businesses.

44. Nearly 48% of marketers automate content on websites and social media.

45. The 12th most expensive keyword for PPC campaigns is ‘content marketing automation’.
Automated content is being used more frequently by businesses to create high-quality content at a faster pace, with nearly half of marketers automating content on their websites and social media, as evidenced by the increasing adoption rates in both 2021 and 2022, and the high cost of the keyword "content marketing automation" for PPC campaigns.

Why Brands Use Marketing Automation

There are lots of marketers who are using automation, as highlighted before. To do so, there must be some benefit for the brands. So here we explore why brands are utilizing marketing automation in their campaigns.

46. Those who are considered high-performing marketers are 1.5 times more likely to have used automation.

47. Streamlining marketing processes (35%), increasing engagement with audiences (34%), and improving the experience for customers (34%) are the most common reasons why automation is used.

48. 60% of sales teams believe that the main benefit of automation is that messages can be targeted better.

49. 86% of professionals can achieve important marketing objectives thanks to automation.

Marketing Automation ROI

The perceived value of automation can only be assessed through the success of the returns it provides the company. If automation is more costly than the perceived benefits, then there is no point in utilizing the technology. So what is the ROI of marketing automation?

50. Marketers report that the three best benefits of marketing automation include saving time doing repetitive tasks (49%), adoption of more personalized content (49%), and improved efficiency of marketing teams (45%).

51. 70% of marketers say measuring the results and benefits of automation is very easy.

52. Sales productivity is improved by 14.2% with marketing automation.

53. Marketing automation can reduce marketing costs by 12.2%.

54. 80% of marketers improved the number of leads generated by using marketing automation.

55. Conversions increased for 77% of marketers after using automation.

56. Marketing automation software can help brands increase qualified lead generation by 451%.

57. Marketing automation can reduce cost per lead by 33%.

Challenges to Marketing Automation

While marketing automation is powerful, there are still some challenges that need to be addressed for the tactic. Here are some of the challenges of marketing automation.

58. Internal expertise is preventing 33% of companies from introducing marketing automation.

59. 67% of businesses struggle to integrate data within marketing automation systems when they’re stored in different systems.

60. 24% of companies struggle with the quality of data for marketing automation to be successful.

61. 24% of brands don’t prioritize marketing automation, which can frustrate marketing professionals who see it as a barrier to success.

Conclusion

Above are the exact reasons why marketing automation should be deployed in the business. In all, marketing automation is a great way for brands to be successful by reducing costs and improving lead generation.