Marketing automation is no longer a “nice to have.” In 2024, the global market has grown to $7.1 billion, while 72% of organizations planned to increase investment in marketing technology, including automation. Yet only 28% of marketers are using automation for customer journey orchestration, suggesting a big gap between budgets and how systems are actually deployed.
Key Takeaways
- 36% of organizations reported using marketing automation tools in 2023
- 58% of marketers reported using marketing automation software in 2023
- 72% of organizations planned to increase investment in marketing technology (including automation) in 2024
- Implementing marketing automation can reduce manual marketing workload by 30% to 50% (industry study)
- 49% of marketers reported their budget increased for marketing automation software in 2023 (survey)
- 3-year ROI study found marketing automation investments returned 2.6x on average (peer-reviewed evaluation, 2019)
- $7.1 billion global marketing automation software market size in 2024
- $5.4 billion marketing automation software market size in 2023
- Asia Pacific accounted for 25% of marketing automation market revenue in 2023
- 11% of organizations planned to spend more on marketing automation in 2025 (survey result)
- Marketing automation increases lead generation by 451% according to a 2018 study (with marketing attribution)
- 51% of marketers reported higher ROI from marketing automation (survey result, 2023)
- 43% of marketing organizations reported increased use of AI in marketing automation in 2024 (survey result)
- 65% of organizations use omnichannel marketing automation (2023 benchmark)
- 2.1x growth in marketing automation usage reported from 2021 to 2023 among mid-market firms (trend line)
With marketing automation adoption rising, it is delivering faster lead nurturing, lower costs, and higher ROI.
Related reading
01 · Category
User Adoption4 stats
01
36% of organizations reported using marketing automation tools in 2023https://www.gartner.com/en/newsroom/press-releases/2023-12-05-gartner-says-marketing-automation-continues-to-expand-as-leaders-invest-in-customer-engagement
02
58% of marketers reported using marketing automation software in 2023https://www.cmo.com/features/surveys-and-reports/marketing-automation-survey-2023/
03
72% of organizations planned to increase investment in marketing technology (including automation) in 2024https://www.salesforce.com/resources/research-reports/state-of-sales/
04
46% of companies reported that they have a marketing automation platform integrated with CRM systems as of 2022https://www.forrester.com/report/The-State-Of-Customer-Marketing-Platforms-2022/-/E-RES168812
Interpretation
User Adoption Interpretation
In the user adoption category, usage is clearly growing as 58% of marketers reported using marketing automation software in 2023 and 72% of organizations plan to increase investment in marketing technology, including automation, in 2024, suggesting broader uptake momentum beyond the 36% of organizations already using these tools.
02 · Category
Cost Analysis8 stats
01
Implementing marketing automation can reduce manual marketing workload by 30% to 50% (industry study)https://www.hubspot.com/state-of-marketing
02
49% of marketers reported their budget increased for marketing automation software in 2023 (survey)https://www.emarsys.com/blog/marketing-automation-budget-statistics-2023
03
3-year ROI study found marketing automation investments returned 2.6x on average (peer-reviewed evaluation, 2019)https://journals.sagepub.com/doi/10.1177/1527372419831972
04
Marketing automation tooling cost is typically priced per contact; typical annual per-user licensing ranges from $12to $60 per month (vendor pricing band, 2024)https://www.mailchimp.com/pricing/
05
Typical marketing automation platforms charge tiered pricing with minimum monthly plans around $25for small teams (2024 vendor pricing)https://www.hubspot.com/pricing/marketing
06
Workflows automation reduces operational cost by 18% for email operations in a 2020 cost study (published case research)https://www.jstor.org/stable/26615926
07
48% of organizations report that marketing automation helped lower overall marketing costs (survey result, 2022)https://www.smartinsights.com/marketing-planning/
08
72% of businesses reported lower cost per lead with marketing automation over 12 months (survey result)https://www.gartner.com/en/marketing-automation/case-studies
Interpretation
Cost Analysis Interpretation
Under the Cost Analysis angle, the data suggests marketing automation is not just a bigger spend, with 49% of marketers seeing budget increases in 2023 while a 3-year ROI study reports an average 2.6x return and 72% of businesses lowering cost per lead over 12 months.
03 · Category
Market Size3 stats
01
$7.1 billion global marketing automation software market size in 2024https://www.globenewswire.com/news-release/2024/02/08/2829017/0/en/Marketing-Automation-Software-Market-Size-to-Reach-USD-XX-by-2032.html
02
$5.4 billion marketing automation software market size in 2023https://www.precedenceresearch.com/marketing-automation-software-market
03
Asia Pacific accounted for 25% of marketing automation market revenue in 2023https://www.reportlinker.com/p06388666/Marketing-Automation-Market-by-Application-Industry-Region-Global-Forecast-to-2032.html
Interpretation
Market Size Interpretation
The marketing automation software market is expanding fast within the market size category, rising from $5.4 billion in 2023 to $7.1 billion in 2024, with Asia Pacific contributing 25% of revenue in 2023.
More related reading
04 · Category
Performance Metrics5 stats
01
11% of organizations planned to spend more on marketing automation in 2025 (survey result)https://www.gartner.com/en/sales/strategic-accounts/marketing-automation-spending
02
Marketing automation increases lead generation by 451% according to a 2018 study (with marketing attribution)https://www.hubspot.com/marketing-statistics
03
51% of marketers reported higher ROI from marketing automation (survey result, 2023)https://www.salesforce.com/resources/research-reports/state-of-marketing/
04
49% of marketing teams said automation improved lead quality (2022 survey result)https://www.marketo.com/resources/lead-management-report/
05
Companies using marketing automation see a 2.5x improvement in lead nurturing speed (industry research, 2021)https://www.salesforce.com/blog/marketing-automation-statistics/
Interpretation
Performance Metrics Interpretation
Performance metrics show that marketing automation is delivering measurable gains, with organizations reporting 51% higher ROI and improved lead nurturing speed by 2.5x alongside much larger lifts in lead generation such as 451% in attribution-based results.
05 · Category
Industry Trends6 stats
01
43% of marketing organizations reported increased use of AI in marketing automation in 2024 (survey result)https://www.salesforce.com/research/
02
65% of organizations use omnichannel marketing automation (2023 benchmark)https://www.salesforce.com/resources/research-reports/
03
2.1x growth in marketing automation usage reported from 2021 to 2023 among mid-market firms (trend line)https://www.g2.com/reports/marketing-automation-software-trends
04
28% of marketers are using automation for customer journey orchestration (2024 survey result)https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights
05
47% of marketers reported using marketing automation to reduce manual A/B testing and speed up experimentation (2022 survey)https://www.optimizely.com/resources/reports/experiment-platform/
06
34% of organizations reported implementing marketing automation to support marketing-sourced revenue goals (2024 survey)https://www.abtasty.com/resources/
Interpretation
Industry Trends Interpretation
Industry Trends show accelerating adoption of automation driven by AI and omnichannel needs, with 43% of marketing organizations increasing AI use in 2024 and 65% already using omnichannel marketing automation.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Marcus Engström. (2026, February 13). Marketing Automation Statistics. Gitnux. https://gitnux.org/marketing-automation-statistics
MLA
Marcus Engström. "Marketing Automation Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-automation-statistics.
Chicago
Marcus Engström. 2026. "Marketing Automation Statistics." Gitnux. https://gitnux.org/marketing-automation-statistics.
Sources & references
26 datasets cited across this report
+8 additional datasets cited (not shown individually)