• Statistics

100+ Useful Marketing Automation Statistics To Know In 2023

  • Felix Rose-Collins
  • 10 min read
100+ Useful Marketing Automation Statistics To Know In 2023


Marketing automation is not a new technology but has been on the rise in recent years. The invention of marketing automation tools dates far back to 1992. The first marketing automation software was developed by Unica and was used to automate email marketing even before people had access to email. Though it failed, it set the tone for future marketing automation. After this, It was around 2003 when businesses and marketers began to welcome automation.

Today, businesses and digital agencies whether small, medium, or big are adopting automation in many areas of their day-to-day business activities, but more so in marketing than in others. Now, email marketing software, social media management software, and content marketing software, among others, are filled with automation features that not only make relevant tasks easier but also help generate faster and better results.

In a survey carried out by Marketing Automation Analytics, it was discovered that businesses and agencies who use marketing automation to boost and manage their marketing efforts secure more leads and conversions, improve customer loyalty, have quicker response times, more website traffic, and easy collaboration between marketing and sales departments.

The global market for marketing automation software is over $ 5 billion in 2022 and is projected to increase by 40% in 2023. Marketers and businesses who are already using automation plan on increasing their marketing automation budget by 2023. This only means that the ROI on Marketing automation is really good and what taking advantage of.

What is Marketing Automation?

What is Marketing Automation?

Marketing Automation is a software or tool used by marketers to manage marketing functions and campaigns, generate leads, and target customers with automated messages on various platforms with the use of workflows otherwise known as customized or from scratch templates.

Marketing automation is such a pretty big industry in itself and it is easy to get lost if you don’t know exactly what you’re looking for.

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If you are new to Marketing automation tools, there are plenty of MA software solutions out there to choose from. This can be overwhelming but you can start by checking out our in-depth overview of the best marketing automation software to find the right tool for your business!

Also, You can check out Ranktracker which is also a MA software. It is an all-in-one software that helps eCommerce businesses, websites, and blogs, research keywords, analyze the competition, check & monitor your website's backlinks, track your search engine ranking, carry out a website audit, and many more.

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Marketing Automation Statistics For 2023

Marketing Automation Adoption

  • Marketing is the largest business sector that takes advantage of automation technologies.
  • The global marketing automation statistics show that the global market for marketing automation tools is projected to grow from $ 3.4 billion in 2020 to $15 billion in 2027.
  • The search interest for "Marketing automation tools" has grown by 65% since 2004 and ranked at an all-time high in 2022.
  • Price is considered the most important factor when choosing a marketing automation solution, according to 60% of marketers.
  • 35% of sales and marketing professionals said marketing automation will become part of their overall company’s digital strategy in 2023.
  • According to Hubspot, the Marketing sector uses automation. This makes it the largest business sector to use automation. Sales and finance follow in second and third place respectively.
  • 58% of organizations will be using Marketing automation by 2023.
  • The top three marketing automation tools are Adobe, Oracle, and Hubspot in the US.
  • HubSpot has a 30% market share in the marketing automation software market, making it the largest and most popular marketing automation software.
  • Adobe Experience Cloud is the second most popular marketing automation software after Hubspot. Adobe has a market share of 12.5%.
  • Oracle Marketing Cloud has an 8.7℅ market share. Active Campaign has a market share of 8% while Salesforce Pardot holds a market share of 5%.
  • 95% of automation users say marketing automation is very important for the general success of online marketing.


  • 357,519 companies globally are currently making use of marketing automation.

  • 35% of Businesses use Marketing Automation to ensure seamless marketing and sales operations, 34% for customer engagement and experience, lead generation at 28% and reduction of manual tasks 30%.

  • 40% of marketers are considering the possibility of using Marketing automation solutions in the coming year.

  • Over 51% of firms are now hooked on marketing automation.

  • 28% of firms not using Marketing automation plan to adopting it soon.

  • 15% of companies outsource marketing efforts all to a specialist, 38% use in-house resources only, while 47% use a combination of both.

  • In 2027, $454.8 million in revenue will be from the chatbot market.

  • 14.5% of sales productivity is achieved by automation.

  • High-performing marketers are 2.5x more likely to use marketing automation/account-based marketing platforms.

  • The marketing automation plan for 26% of companies is to improve and increase their campaign targeting, while 38% want to increase customer engagement.

  • 85% of marketing organizations admitted to using marketing automation tools to aid their marketing efforts.

  • Expect a 118% increase in sales predictive intelligence by 2023.

  • 79% of Marketing automation users had an increase in conversions after using marketing automation software.

  • ⅓ of marketers believe that marketing automation will be the frontline of their firms' digital business strategies.

  • Over 40% of new businesses implemented marketing automation in their small businesses, while over 13% of new businesses are not using marketing automation tools in any way.

  • A little over 80% of brands and companies are using automation to boost their marketing efforts compared to 47% for sales, and 30% for finance.

  • Over 70% of successful companies and startups are using marketing automation software.

  • 80% of brands with huge marketing budgets, use marketing automation tools. While 40% of brands with small budgets use marketing automation tools.

  • 30% of surveyed brands and Marketers said they neither had the resources nor the budget to manage marketing automation tools.

  • Brands and small businesses that use Marketing automation recover the cost of their initial investments in marketing automation in less than 6 months on average.

  • An important factor when considering a marketing automation solution is the "Ease of Use". This is according to 54% of marketers surveyed.

  • The top three reasons for implementing marketing automation are the following: streamlining marketing and sales efforts (37%), improving customer engagement (33%), and improving customer experience (33%).

  • 72% of marketers say their overall customer journey is partially or mostly automated and 11% say theirs is fully automated.

  • 88% of marketing professionals report either being somewhat or very successful in achieving important marketing objectives through automation tools.

Email Marketing

  • According to marketing automation analytics, automating your emails is one of the best ways to use automation. It rapidly increases reply, open, and click-through rates.
  • 65% of marketers use Email automation marketing making it the most used type of marketing automation.
  • Email automation campaigns are the 4th most popular email marketing tactic among companies.
  • The top three most popular automated email types are welcome series (81%), onboarding or post-purchase emails (66%), and subscriber re-engagement (45%)
  • Marketing automation can drive a 175% higher open rate for newsletters and sales mailings.
  • The use of email automation is satisfactory to 47% of its users.
  • Email automation users claim to make 2x more on lead generation.
  • Marketing automation results in 225% higher click-through rates for newsletters and sales mailings.
  • 55% of eCommerce marketers use automation.
  • 75% of automation users utilize at least one email marketing tool from marketing automation.
  • 75% of B2B marketers say they make use of marketing automation tools in their email marketing efforts. This is an increase of 7% higher than general marketing experts.
  • Reply rates increase by 250% through marketing automated outreach and quality follow-up emails.
  • The top three most used email marketing automation techniques are Initial welcome sequence/autoresponders (70%).

Nurturing emails based on content browsed or downloaded (48%) and up-sell or cross-sell emails to existing customers.

  • Automated email campaigns account for 25% of email marketing revenue.
  • Automated emails are 143% more likely to send timely relevant messages.
  • Email marketers also use automation for cart or check through abandonment emails (39%), customer reactivation of win back (33%), birthday, anniversary, or other milestones (32%), rating, review, or net promoter score (26%), replenishment or subscription service reminder (24%), and back-in-stock or waitlist.

Content Marketing

Content Marketing

  • 48% of marketers automate content.
  • 24% of marketers use marketing automation for content management.
  • 21% of content marketing teams use marketing automation platforms.
  • 25% of marketing professionals are using AI and marketing automation for product/content recommendations and also personalizing email subject lines.
  • More marketers are using automation for SMS marketing, from 18% in 2021 to 25% in 2022, and will grow at a steady rate in 2023.
  • Content marketing automation is the 10th most expensive and researched keyword in the content marketing industry.

Sales Marketing Automation

  • The use of marketing automation in sales is forecasted to grow by 139% in the future.
  • B2B marketers have an average increase in sales of 10% by adopting marketing Automation.
  • 33% of automation requests are for Customer service while 26% are for marketing.
  • 60% of marketers use automation for managing marketing and sales tasks.
  • 35% of marketing professionals agreed that they will be purchasing a marketing automation tool in the year ahead.
  • 40% of sales and marketing professionals and chief executive members agree that marketing automation will become more important in the coming years.
  • Over 90% of marketers consider marketing automation software to provide continuous and autonomous optimization across multiple channels.
  • For over 60% of sales and marketing professionals and executive members, the most important feature of marketing automation software is integration with existing systems like CMS, CRM, and ERP.

Advertising Marketing Automation

  • Social media management is the second largest area of marketing where marketing automation is generally used.
  • 47% of digital marketing agencies rely on marketing automation technology to show ROI yearly, monthly, weekly, and daily.
  • 49% of SMEs use marketing automation software for social media management.
  • Using chatbots can help save up to 35% of customer support costs for businesses.
  • 36% of marketers use automation to slash repetitive tasks.
  • 40% of Marketers are using marketing automation in their Landing pages.
  • 33% of marketers in the US use marketing automation in their paid ads, while 26% of marketers use marketing automation to keep track of their marketing campaigns.
  • 40% of B2B companies plan on adding marketing automation to aid their social media management efforts in 2023.
  • Over 80% of marketers feel social media scheduling tools and social media advertising are very suitable for automation.
  • 75% of marketers are making plans to learn more about messenger bots, including social media messengers.
  • 46% of marketers used marketing automation for social media management in 2022, compared to only 39% in 2021. This is projected to increase by 60% in 2023.

Workflow Automation

  • A 20% productivity increase follows marketing automation tools.
  • 35% of marketing professionals agree to combine AI and marketing automation for paid advertising and personalizing messages and offers in the coming year.
  • 63% of companies say that marketing automation guarantees better performance than competitors.
  • 35% of marketers are using marketing automation for chatbots.
  • The use of chatbots continues to be a primary automation trend and by the end of 2023, 75% of customer interactions will make use of chatbots or similar technology.
  • The use of chatbots will reduce up to 30% of customer support costs.
  • You can save 6 hours per week through social media and ad automation.
  • 70% of marketers say their marketing measurement and attribution are automated.
  • Productivity optimization (43%), increased ROI (41%) and campaign improvement (40%) are the top objectives of marketing automation.
  • 91% of marketers say marketing automation is key to their operations.
  • Companies using marketing automation are more likely to grow faster than those without.
  • 68.5% of marketers attribute targeting accuracy to marketing automation.
  • Marketing automation software has helped ⅘ users increase their leads.
  • 74% of marketers applaud the time-saving benefit of marketing automation.
  • Marketing automation can save marketers hours of work. Currently, over 40% of productivity is lost to multitasking and task-switching.
  • 7 in 10 marketers find it easy to measure success using automation.
  • Over 40% of marketing experts believe that they are not making the most of their marketing automation tools. 40% of marketing experts believe they are making the most of their marketing automation tools. Only less than 20% of marketers lack the knowledge to utilize marketing automation software.
  • 70% of marketers score their marketing automation process and strategy as "very effective", while less than 5% score theirs as "not effective at all".
  • 51% of companies said the main advantage of using marketing automation tools is that it saves time on repetitive tasks and enables personalized marketing communications.
  • 60% of successful marketers agree that having quality data about their target audience and products made an impact on the success of their marketing automation strategy.
  • 48% of marketers agree that carrying out automation strategically increased their marketing success rate.
  • 50% admitted that the alignment of their sales and marketing goals properly made the largest impact on their marketing automation success.
  • Sales and marketing automation can reduce the time marketing professionals spend manually searching for information by 50%.
  • 47% of marketers think lead scoring, and lead qualification are the most important features in marketing automation software.
  • 28% think content creation and email outreach are more important features while 26% think social media content distribution is the most important feature.
  • 50% of surveyed marketing experts believe that a fast conversion rate is the most important KPI when measuring the effectiveness of marketing automation software.
  • ROIs for Marketing automation is driven by increased sales productivity, increased efficiency in marketing campaigns, great prospect management, and increased cost savings.
  • Over 40% of marketers say that improving customer experience is the number one advantage of leveraging marketing automation.
  • The second most popular KPI agreed by 45% of marketers to be the most useful metric is the Sales Qualified Lead.
  • Lost productivity and poorly managed leads cost SMEs and big businesses over $1 trillion per year.
  • Using marketing automation increases sales productivity by 15% while reducing overhead costs by 13%
  • Other important factors to consider when choosing marketing automation software include customer service (29%), customization options (26%), integration capabilities (24%), breadth of features (24%), depth of features (17%), data visualization/analytics (15%), streamlined onboarding/training (11%), and data consolidation capabilities (10%)

Final Notes

Looking forward to the next year, these statistics are indicators of the future of marketing automation and the reason why you should harness the potential of these tools to build your business.

The marketing automation landscape is continuously on the rise, and more online marketers are projected to use marketing automation tools to take their digital marketing efforts to the next level in 2023.

Generating leads and seeing them through the sales funnel is much easier if you employ the right marketing automation tools.

Remember, a marketing automation tool can only generate desired results with a good marketer who knows how to use it. It can also only work for a business that puts implementing it as a priority in its marketing agenda and allocates enough budget for a robust solution.

Felix Rose-Collins

Felix Rose-Collins


is the Co-founder of Ranktracker, With over 10 years SEO Experience. He's in charge of all content on the SEO Guide & Blog, you will also find him managing the support chat on the Ranktracker App.

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