Public cloud spending is projected to reach $833 billion next year. This expanding budget fuels demand for marketing that proves its value. For software marketers, this means addressing a key fact: 72% of B2B buyers complete most of their research before ever speaking to a salesperson.
Key Takeaways
- $317 billion global public cloud services revenue in 2023, indicating the growing budget pools that software firms market to capture
- $833 billion global public cloud services revenue forecast for 2025, reflecting accelerating cloud spend that influences marketing demand generation and pipeline
- $8.4 billion global marketing research analytics market size in 2023 (estimated), reflecting analytics needs in software marketing planning
- $2.3 billion paid search spend in the US in 2023, highlighting search as a key acquisition channel for software firms
- Google represented 28.6% of the global digital ad market in 2023, indicating the scale of one of the dominant acquisition ecosystems for software buyers
- 4.3 billion email accounts worldwide in 2024, reinforcing email as a scalable channel for software marketing campaigns
- $5.1 billion global spend on B2B marketing technology in 2024 (MarTech), reflecting technology budgets tied to software marketing operations
- $8.5 billion global spend on marketing automation software in 2024 (estimated), showing investment levels in automation used by software marketers
- $6.2 billion global marketing attribution software market size in 2023 (estimated), reflecting budget for attribution and measurement in software marketing
- 72% of B2B buyers conduct online research before contacting a vendor, showing how software marketing must support self-serve evaluation
- B2B buyers typically consume 13 pieces of content before engaging with a sales representative, emphasizing content marketing’s role in software deals
- $10.0 billion global influencer marketing market size in 2023 (estimated), showing spend that impacts software partnerships and advocacy marketing
- 2.5x higher conversion rates from personalization compared to non-personalized experiences, relevant to software lead conversion
- 78% of CMOs say they are under pressure to prove ROI, increasing demand for performance measurement in software marketing
- 48% of marketers say their top goal is generating traffic and leads, guiding software marketing objectives and funnel KPIs
With cloud growth and AI adoption accelerating, software marketers must personalize, measure ROI, and scale content across digital channels.
Related reading
01 · Category
Market Size5 stats
01
$317 billion global public cloud services revenue in 2023, indicating the growing budget pools that software firms market to capture
02
$833 billion global public cloud services revenue forecast for 2025, reflecting accelerating cloud spend that influences marketing demand generation and pipeline
03
$8.4 billion global marketing research analytics market size in 2023 (estimated), reflecting analytics needs in software marketing planning
04
$9.2 billion marketing research and advisory services revenue in the US in 2023 (NAICS 54191/market research), indicating vendor landscape for software marketing decisions
05
The global customer data platform (CDP) market is forecast to reach $6.1 billion by 2026, supporting the data layer investments behind software marketing personalization.
Interpretation
Market Size Interpretation
In the Market Size landscape for software marketing, public cloud revenue is set to climb from $317 billion in 2023 to a forecast $833 billion by 2025, signaling rapidly expanding budget pools that will power demand generation and pipeline growth.
02 · Category
Advertising Spend4 stats
01
$2.3 billion paid search spend in the US in 2023, highlighting search as a key acquisition channel for software firms
02
Google represented 28.6% of the global digital ad market in 2023, indicating the scale of one of the dominant acquisition ecosystems for software buyers
03
4.3 billion email accounts worldwide in 2024, reinforcing email as a scalable channel for software marketing campaigns
04
$5.7 billion European digital ad spend in 2023 (estimated), showing the scale across another major region for software marketing
Interpretation
Advertising Spend Interpretation
In the advertising spend landscape, software marketers are leaning heavily on high-volume digital channels, with $2.3 billion in US paid search spend in 2023 and Google taking 28.6% of the global digital ad market in the same year, while email scaling to 4.3 billion accounts worldwide and Europe reaching an estimated $5.7 billion in digital ad spend in 2023 reinforces how central these paid and digital formats are to acquisition.
03 · Category
Martech & Automation5 stats
01
$5.1 billion global spend on B2B marketing technology in 2024 (MarTech), reflecting technology budgets tied to software marketing operations
02
$8.5 billion global spend on marketing automation software in 2024 (estimated), showing investment levels in automation used by software marketers
03
$6.2 billion global marketing attribution software market size in 2023 (estimated), reflecting budget for attribution and measurement in software marketing
04
$17.1 billion global CRM software market size in 2024 (forecast/estimate), showing customer-relationship tooling underpinning software sales/marketing alignment
05
$6.4 billion worldwide demand generation software market size in 2024 (forecast/estimate), supporting software marketing tool investments
Interpretation
Martech & Automation Interpretation
With B2B martech spend reaching $5.1 billion in 2024 alongside $8.5 billion invested in marketing automation software, software marketers are clearly prioritizing automation and measurement tools to scale demand generation and tighten CRM-driven execution.
More related reading
04 · Category
Industry Trends7 stats
01
72% of B2B buyers conduct online research before contacting a vendor, showing how software marketing must support self-serve evaluation
02
B2B buyers typically consume 13 pieces of content before engaging with a sales representative, emphasizing content marketing’s role in software deals
03
$10.0 billion global influencer marketing market size in 2023 (estimated), showing spend that impacts software partnerships and advocacy marketing
04
43% of B2B marketers say lack of content is a challenge, indicating content operations and throughput metrics for software marketing teams
05
15% of B2B buyers say they use webinars as a source of information during the evaluation stage, informing software webinar strategy
06
87% of B2B marketers use email marketing, reinforcing email as a core channel for software lead nurturing.
07
92% of B2B marketers use data and analytics to measure marketing effectiveness, supporting the growing emphasis on attribution and ROI reporting.
Interpretation
Industry Trends Interpretation
With 72% of B2B buyers conducting online research and 13 pieces of content consumed before contacting sales, software marketers need to treat industry trends as a self-serve content and measurement game where strong content operations and analytics drive evaluation stage engagement.
05 · Category
Performance Metrics5 stats
01
2.5x higher conversion rates from personalization compared to non-personalized experiences, relevant to software lead conversion
02
78% of CMOs say they are under pressure to prove ROI, increasing demand for performance measurement in software marketing
03
48% of marketers say their top goal is generating traffic and leads, guiding software marketing objectives and funnel KPIs
04
83% of B2B marketers use SEO as a channel, which affects software demand generation through organic visibility.
05
58% of marketers say they track marketing attribution at least monthly, showing a shift toward more frequent measurement cycles.
Interpretation
Performance Metrics Interpretation
Performance metrics in software marketing are becoming more rigorous, with 78% of CMOs under pressure to prove ROI and 58% of marketers tracking attribution monthly, while personalization delivers 2.5x higher conversion rates and SEO and lead-focused goals drive measurable funnel outcomes.
06 · Category
User Adoption2 stats
01
76% of marketers say they use customer journey mapping, enabling more structured adoption of lifecycle marketing in software.
02
In 2024, 68% of B2B companies were using AI-assisted marketing tools for at least one function, reflecting adoption of AI in software go-to-market marketing ops.
Interpretation
User Adoption Interpretation
A strong 76% of software marketers use customer journey mapping, and with 68% of B2B companies adopting AI-assisted marketing tools by 2024, the user adoption trend shows teams are increasingly building more guided and automated paths to get customers across the lifecycle.
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
Timothy Grant. (2026, February 13). Marketing In The Software Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-software-industry-statistics
MLA
Timothy Grant. "Marketing In The Software Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-software-industry-statistics.
Chicago
Timothy Grant. 2026. "Marketing In The Software Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-software-industry-statistics.
Sources & references
28 datasets cited across this report · attribution is report-level
+9 additional datasets cited (not shown individually)