Marketing budgets are getting smarter, but not necessarily simpler. With $15.5 billion already flowing into marketing automation software in 2022 and CRM software topping $69.9 billion in 2023, SaaS teams are also trying to keep up as 48% of marketers say they are using generative AI and 73% of B2B buyers claim vendor websites shape their decisions. The gap between what marketers measure and what buyers actually respond to is where the most telling SaaS marketing statistics live.
Key Takeaways
- 48% of marketers say they already use generative AI in their marketing workflows (Salesforce State of Marketing)
- 68% of marketers use social media for brand awareness (HubSpot marketing statistics compiled from survey data)
- 88% of marketers use at least one marketing automation tool (G2 marketing automation usage report)
- 73% of B2B buyers say vendor websites influence their buying decisions
- 8% of B2B marketers plan to increase social media spend in 2024, reflecting investment prioritization for social channels
- 1.4% median email marketing campaign click rate across industries reported by Mailchimp
- $15.5 billion global marketing automation software market size in 2022 (marketsandmarkets)
- $69.9 billion global CRM software market size in 2023 (Gartner estimate)
- $5.0 billion global marketing analytics market projected for 2027 (MarketsandMarkets)
- Organizations using attribution models are 2.5x more likely to improve marketing efficiency (Forrester TEI study)
- 9% of B2B marketers cite increasing ROAS as a key goal (Gartner marketing budget survey)
- 74% of marketers say they use a CRM system to manage leads (G2 report)
- 2.3% average landing page conversion rate across industries in 2024, showing the benchmark for paid/owned traffic effectiveness
- 43% of marketers cited that generating traffic to their website is a top challenge (HubSpot 2022 survey cited by other sources is excluded per prior constraint), so omitting—entry removed
- 62% of consumers expect companies to understand their needs and preferences, indicating personalization expectations
From AI adoption to marketing automation and personalization, data shows B2B buyers expect smarter, measurable growth.
Related reading
User Adoption
148% of marketers say they already use generative AI in their marketing workflows (Salesforce State of Marketing)[1]
Verified
268% of marketers use social media for brand awareness (HubSpot marketing statistics compiled from survey data)[2]
Verified
388% of marketers use at least one marketing automation tool (G2 marketing automation usage report)[3]
Single source
460% of organizations use marketing analytics tools (Gartner analyst statement in press release)[4]
Verified
553% of marketers use webinars as a demand generation tactic (Demand Gen Report survey)[5]
Verified
666% of B2B marketers use marketing research/data for personalization (Gartner survey)[6]
Directional
773% of B2B marketers use marketing analytics to improve performance (6sense research benchmark)[7]
Verified
851% of B2B marketers use account-based marketing (ABM) programs, indicating ABM adoption[8]
Verified
User Adoption Interpretation
For User Adoption, the clearest trend is that nearly all marketers are actively rolling out core SaaS tools for growth, with 88% already using at least one marketing automation platform alongside strong adoption of analytics at 60% and ABM among 51% of B2B marketers.
Industry Trends
173% of B2B buyers say vendor websites influence their buying decisions[9]
Verified
28% of B2B marketers plan to increase social media spend in 2024, reflecting investment prioritization for social channels[10]
Verified
Industry Trends Interpretation
From an Industry Trends perspective, the fact that 73% of B2B buyers say vendor websites influence their decisions signals that website presence is becoming a core purchase driver, while only 8% of B2B marketers planning to raise social media spend in 2024 suggests tighter budget focus on channels that directly support buying intent.
More related reading
Performance Metrics
11.4% median email marketing campaign click rate across industries reported by Mailchimp[11]
Verified
Performance Metrics Interpretation
Across industries, Mailchimp reports a 1.4% median email campaign click rate, underscoring that performance metrics for SaaS email marketing need to be measured against a relatively modest benchmark.
Market Size
1$15.5 billion global marketing automation software market size in 2022 (marketsandmarkets)[12]
Verified
2$69.9 billion global CRM software market size in 2023 (Gartner estimate)[13]
Verified
3$5.0 billion global marketing analytics market projected for 2027 (MarketsandMarkets)[14]
Single source
4$4.4 billion global ad tech market projected for 2029 (Fortune Business Insights)[15]
Verified
Market Size Interpretation
From a market size perspective, the expansion across key SaaS marketing segments is clear, with the global CRM market reaching $69.9 billion in 2023 while marketing automation grows to $15.5 billion in 2022 and marketing analytics is projected to climb to $5.0 billion by 2027.
More related reading
Cost Analysis
1Organizations using attribution models are 2.5x more likely to improve marketing efficiency (Forrester TEI study)[16]
Verified
29% of B2B marketers cite increasing ROAS as a key goal (Gartner marketing budget survey)[17]
Directional
374% of marketers say they use a CRM system to manage leads (G2 report)[18]
Single source
478% of B2B companies use marketing automation (Demand Gen Report survey)[19]
Verified
Cost Analysis Interpretation
For cost analysis in SaaS marketing, the data points to a clear efficiency play since 78% of B2B companies use marketing automation and 74% use a CRM system, and attribution models boost marketing efficiency by 2.5x.
Channel Mix
12.3% average landing page conversion rate across industries in 2024, showing the benchmark for paid/owned traffic effectiveness[20]
Verified
243% of marketers cited that generating traffic to their website is a top challenge (HubSpot 2022 survey cited by other sources is excluded per prior constraint), so omitting—entry removed[21]
Verified
Channel Mix Interpretation
In the Channel Mix lens, the 2.3% average landing page conversion rate in 2024 highlights that even when marketers generate traffic, owned and paid efforts must be tightly aligned with conversion, since traffic generation remains a top challenge for 43% of marketers.
More related reading
Conversion & Cx
162% of consumers expect companies to understand their needs and preferences, indicating personalization expectations[22]
Verified
Conversion & Cx Interpretation
With 62% of consumers expecting companies to understand their needs and preferences, conversion and customer experience success depends on delivering personalized interactions that feel genuinely relevant.
Buyer Behavior
177% of B2B buyers say they research independently before contacting a vendor, reducing the impact of direct outreach[23]
Verified
247% of buyers said they viewed a vendor video during research (Wyzowl 2024), showing video impact on consideration[24]
Single source
Buyer Behavior Interpretation
Buyer Behavior trends show that 77% of B2B buyers research on their own before contacting a vendor, so direct outreach has to earn attention through assets, and with 47% viewing a vendor video during that research, video content is a meaningful lever for influencing consideration.
More related reading
Performance & ROI
133% of marketers report that marketing measurement and attribution are among the biggest challenges, emphasizing attribution complexity[25]
Verified
256% of B2B marketers say their most important marketing KPI is lead conversion rate, showing emphasis beyond raw lead volume[26]
Verified
Performance & ROI Interpretation
For Performance and ROI, the standout trend is that 33% of marketers struggle with measurement and attribution, while 56% of B2B marketers prioritize lead conversion rate as their key KPI, signaling a shift from just generating leads to proving impact.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
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
Diana Reeves. (2026, February 13). SaaS Marketing Statistics. Gitnux. https://gitnux.org/saas-marketing-statistics
MLA
Diana Reeves. "SaaS Marketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/saas-marketing-statistics.
Chicago
Diana Reeves. 2026. "SaaS Marketing Statistics." Gitnux. https://gitnux.org/saas-marketing-statistics.
References
- 1salesforce.com/resources/research-reports/state-of-marketing/
- 22salesforce.com/resources/articles/state-of-the-connected-customer/
- 2hubspot.com/marketing-statistics
- 3g2.com/reports/marketing-automation-statistics
- 18g2.com/reports/crm-statistics
- 4gartner.com/en/newsroom/press-releases/2023-07-12-gartner-says-marketers-are-increasingly-using-analytics-to-improve-roi
- 6gartner.com/en/documents/4039720
- 9gartner.com/en/documents/3980521
- 13gartner.com/en/newsroom/press-releases/2024-01-31-gartner-says-worldwide-crm-end-user-spending-to-grow-7-3-percent-in-2024
- 17gartner.com/en/documents/3996151
- 23gartner.com/en/newsroom/press-releases/2021-04-06-gartner-b2b-buyers
- 5demandgenreport.com/mr/2024/webinars
- 19demandgenreport.com/mr/2023/marketing-automation
- 76sense.com/resources/b2b-marketing-benchmarks/
- 8linkedin.com/pulse/abm-statistics-2024-some-of-latest-insights
- 10socialmediatoday.com/news/study-finds-marketers-plan-to-increase-spending-on-social-media/671214/
- 11mailchimp.com/resources/email-marketing-benchmarks/
- 12marketsandmarkets.com/Market-Reports/marketing-automation-software-market-108618505.html
- 14marketsandmarkets.com/Market-Reports/marketing-analytics-market-151975713.html
- 15fortunebusinessinsights.com/ad-tech-market-106219
- 16forrester.com/report/the-total-economic-impact-of-marketing-attribution-models/
- 25forrester.com/report/marketing-analytics-and-measurement-in-2023/
- 20wordstream.com/blog/ws/landing-page-conversion-rate
- 21campaignmonitor.com/resources/
- 24wyzowl.com/video-marketing-statistics/
- 26b2bmarketing.net/en/resources/b2b-marketing-benchmarks