80+ Interesting Marketing Software Statistics & Facts (Full Industry Report)

Marketing software has become indispensable for businesses seeking to amplify their online presence and drive growth. 

A study showed that companies deemed “successful” in meeting their online strategy objectives often employ these marketing technologies.

But how effective are these solutions? 

We’ve compiled the latest marketing software statistics to answer this question, revealing the trends, opportunities, and challenges shaping the industry. 

From automation and analytics to customer engagement and ROI, these numbers tell a compelling story of the power and potential of marketing software.

Key Marketing Software Statistics (Editor’s Pick)

• Two-thirds (66%) of marketing decision-makers plan to increase technology spending.
• 79% of top-performing companies have used marketing automation for three or more years.
• The global marketing technology market, valued at $325.7 billion in 2022, is expected to grow at a 19.8% CAGR from 2023 to 2030.
• 67% of marketing leaders employ a marketing automation platform.
• Global spending on marketing technology is expected to reach $215 billion by 2027.
• The most valuable marketing automation features are landing pages (68%), customer segmentation (55%), and social media integrations (53%).
• Companies using marketing automation for prospect nurturing see a 451% rise in qualified leads.
• Around 58% of respondents use automation for email marketing, followed by 49% for social media and 33% for content management.
• 39% of marketers surveyed believe there is a lack of adequate training and resources for effectively using marketing automation software.
• 53% of marketers cited high costs as the biggest challenge with digital marketing technologies, followed by complexity (28%) and lack of integration (25%).
• 65% of marketers believe their automation strategies are either “extremely effective” or “very effective.”
• The primary advantages of marketing automation include enhanced message targeting and improved return on investment (ROI).
• 54% of marketers used AI for generating first drafts, 43% for content optimization, and 42% for spelling and grammar assistance.

Marketing Software Industry Statistics

1. According to Mordor Intelligence, the marketing automation software market is projected to expand from $6.85 billion in 2024 to $15.36 billion by 2029, representing a compound annual growth rate (CAGR) of 17.54%. (source)

2. The marketing software market is anticipated to grow at a compound annual growth rate (CAGR) of 19.4% through 2026. (source)

3. Marketing automation leads to a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead costs. (source) 

4. On average, marketing automation tools cost $414 monthly. (source) 

5. 40% of marketing automation tools offer a free version of their software. (source) 

6. In the 2020 Software Path rankings, HubSpot is recognized as the top marketing automation solution. (source) 

7. As of 2023, US salaries ranged from $250,000 to $400,000 for Chief Marketing Officers (CMOs) and $120,000 to $146,000 for SEO/SEM directors. (source) 

8. Pinterest Analytics dominated the global marketing analytics software industry market in 2023, holding 53% of the market share. It was followed by Chartbeat at 6%. These tools enable businesses to track the effectiveness of their marketing efforts and make data-driven decisions. (source)

9. The global MarTech sector saw 39 merger and acquisition deals in Q1 2024, up from 37 in Q1 2023, with a total of 172 deals in 2023. (source)

10. By June 2023, HubSpot dominated the U.S. marketing automation software market with over 37% share. Adobe Experience Cloud, Oracle Marketing Cloud, and Active Campaign had nearly equivalent shares of 7.6, 7.4, and 7.3 percent, respectively.  (source)

11. A 2024 study found that the number of marketing technology solutions increased to over 14,100, up from 7,040 in 2019, representing a growth of over 100%. (source) 

12. The global marketing technology market expanded by over 31% in 2023, rising from USD 508.9 billion in 2022 to nearly USD 670 billion. (source)

13. According to Grand View Research, the global marketing technology market, valued at $325.7 billion in 2022, is expected to grow at a 19.8% CAGR from 2023 to 2030. (source)

14. Regarding Type, the digital marketing segment took the largest global marketing technology market share, accounting for over 62.6% of total revenue. (source)

15. For Application, the healthcare segment dominated with over 20.7% of global revenue in 2022. (source) 

16. Regarding Region, North America led the market and accounted for over 33.5% share of the global revenue in 2022. (source)

17. For Product, the social media tools segment dominated the market in 2022, with a 23% share of the global revenue. (source)  

18. HubSpot led the global marketing automation market in early 2024, holding 32.3% share, followed by Adobe (8%) and Oracle (7.4%), with the top three controlling over half the market. (source) 

19. The global marketing automation industry revenue is projected to grow from $5.4 billion to over $11.2 billion by 2031. (source) 

20. The global marketing automation industry’s revenue is expected to hit $8.23 billion in 2024, with projections indicating it will more than double to exceed $21 billion by 2032. (source) 

21. In a survey of marketers in North America and Western Europe, 81% said marketing technology professionals are responsible for researching and recommending new products, and 80% said they should train and support staff in using those products.  (source) 

22. The Marketing Automation Solutions sector is anticipated to grow from $2.9 billion in 2020 to $6.6 billion in 2026, fueled by increased digitization and diverse marketing channels. (source) 

23. Global marketing automation technology revenue was forecasted to rise from $11.4 billion in 2017 to $25.1 billion by 2023. (source)

24. With a compound annual growth rate (CAGR) of 17.5%, the global digital marketing software market is anticipated to expand from $89.7 billion in 2024 to $450.2 billion by 2034. (source) 

25. The East Asian digital marketing software market is predicted to reach $117 billion by 2034. (source)

26. In 2024, North America is expected to hold 33% of the global digital marketing software market share. (source) 

27. The U.S. digital marketing software market is currently worth USD 13.2 billion as of 2024. It is projected to increase to USD 64.7 billion in 2034, growing at a CAGR of 17.2% from 2024 to 2034. (source)

28. The Japanese digital marketing software market is currently worth USD 6.1 billion as of 2024. It is projected to increase to USD 34.4 billion in 2034, growing at a CAGR of 18.9% from 2024 to 2034. (source)

29. The Cloud-based digital marketing software value is worth USD 50.3 billion as of 2024. However, it is set to reach USD 238.6 billion by 2034 at an annual growth rate of 16.9% between 2024 and 2034. (source)

Marketing Software Adoption Statistics

30. Approximately 51% of companies are currently using marketing automation tools. (source)

31. B2B companies that have adopted marketing automation platforms (MAP) have seen a 14% boost in sales productivity. Enterprises hold the largest portion of the market growth in the Marketing Software industry, about 70.6% in 2020. (source)

32. 67% of marketing leaders employ a marketing automation platform. (source)

33. 34% of marketers state that a primary reason for adopting marketing automation is to boost their customer engagement. (source) 

34. Research has shown that 65% of marketers integrate marketing automation into their email campaigns, while 47% use it for social media management. (source)

35. More than one-third of marketers agree that marketing automation will play a larger role and be integrated into future digital marketing strategies. (source)

36. Most organizations (80%) will integrate hyper-automation into their technology roadmap in the next two years. (source)

Marketing Software Spending Statistics

37. Global spending on marketing technology is expected to reach $215 billion by 2027, growing at an annual rate of 13.3%. (source)

38. Over 58% of companies plan to increase their budgets for marketing automation. (source)

39. CMOs and marketing leaders in North America and Europe allocated 27.9% of their budgets to paid media in 2024, the highest share since 2017. Labor and agency shares decreased, while marketing technology’s share dropped to less than 24%. (source)

40. In 2023, marketing technology spending in the US increased by 12.7% to $7.68 billion and was predicted to surpass $8.7 billion in 2024. (source)

41. Nearly two-thirds (64%) of the marketers surveyed anticipate a moderate rise in their total budget for integrating marketing automation into their overall strategy, with about 23% expecting a significant increase in their budget. (source)

42. 63% of marketers had an increased budget in 2021, prioritizing paid advertising, content creation, and software. Marketing leads the way in automation, using it 76% more than sales and 139% more than finance. (source)

43. Businesses are directing their budgets toward marketing automation technology. Most marketers are either certain they will invest in the technology (29.7%) or are still contemplating it (56.6%). (source)

44. In 2022, Adobe spent the most on Google Ads (around $130 million), followed by IBM ($85.7 million) and WordStream ($80.4 million). (source)

45. Two-thirds (66%) of marketing decision-makers plan to increase technology spending. (source)

Marketing Software Usage Statistics

46. Email newsletters are the most frequently used content type by B2B marketers, with 81% using them. (source)

47. 79% of top-performing companies have used marketing automation for three or more years. (source)

48. 91% of marketing automation users believe it is crucial to the success of their online marketing activities. (source)

49. The most valuable marketing automation features are landing pages (68%), customer segmentation (55%), and social media integrations (53%). (source)

50. 38% of marketers incorporate A/B testing software in their marketing automation strategies, while small enterprises will comprise 16.9% of the marketing software market in 2020. (source)

51. Unbounce found that marketing software landing pages have the industry’s highest conversion rates, averaging 9.7%. (source)

52. Companies using marketing automation for prospect nurturing see a 451% rise in qualified leads. (source)

53. A/B testing, audience segmentation, and automated email responses are essential features in 80% of the top 10 marketing automation solutions. (source)

54. 86% of marketers prioritize ease of use when selecting an automation platform. (source)

55. 40% of marketing specialists use marketing automation, with a quarter using the software extensively and a one-third using it to a limited extent. (source) 

56. 50% of the surveyed companies report that marketing automation saves time on repetitive tasks and personalized communication. (source)

57. 45% of respondents in a survey claimed that marketing automation boosts marketing efficiency and ROI. Additionally, 39% report that it enhances lead quality, while more than one-third indicate that it generates more leads or conversions. (source)

58. Companies that succeed in their goals are 3× more likely to use marketing automation tools than those that do not. Also, those with larger budgets use these tools twice as frequently as those with smaller budgets. (source)

59. 84% of survey respondents rate their use of automation as at least somewhat successful, though improvements can be made. The number of marketers experiencing the highest success with automation is almost equal to those seeing the least success. (source)

60. Marketers also widely use automation for landing pages and paid advertisements. (source)

61. Around 58% of respondents use automation for email marketing, followed by 49% for social media and 33% for content management. (source)

62. A statistic revealed that B2B marketing professionals in North America and Europe primarily used marketing automation to generate higher quality leads, as 29% of surveyed marketers stated. (source)

63. In 2018, statistics showed that automated email click-through rates in the UK were highest in the government sector, reaching 15.66 percent. (source)

64. 76% of companies reported using automation, and among those not currently using it, 26% intended to adopt automation within the year. (source)

65. Additionally, 53% of companies reported using integration and API management to some degree. This highlights a significant potential to enhance workflow automation on a large scale and speed up the delivery of connected customer experiences. (source)

66. In their efforts to harness the full power of automation for efficient and swift growth, about 44% of organizations are now leveraging integration and API management to fully back their business process automation initiatives. (source)

Marketing Software Challenges Statistics

67. 39% of marketers in a survey believe there is a lack of adequate training and resources for effective use of marketing automation software. (source)

68. 10% of people think that marketing automation will somewhat replace personal communication. (source) 

69. A 2023 survey of global marketers found that 53% cited high costs as the biggest challenge with digital marketing technologies, followed by complexity (28%) and lack of integration (25%). (source)

70. For 32% of marketers, a major obstacle to properly using marketing software is the lack of resources to manage the tools. Also, 31% cite an insufficient budget for maintenance. (source)

71. More than half (54%) of marketing professionals believe they are not maximizing the potential of their marketing automation tools. (source)

72. 49% of respondents identified enhancing lead quality as a major challenge, with 45% also concerned about improving campaign effectiveness. Other challenges include enhancing marketing metrics (31%), marketing attribution (23%), data governance and hygiene (17%), and centralizing data systems (16%). (source)

73. Approximately 49% of marketers indicated that aligning marketing and sales is a crucial challenge for the success of a marketing automation integration strategy. (source)

74. A June 2023 US survey revealed that 44% of small business owners/marketing decision-makers cited data security as their top concern when using AI/automation for marketing, followed by implementation costs (41%). (source)

75. The primary obstacles in marketing automation include a shortage of expertise, insufficient human resources, and usability problems. Those hesitant to adopt automation cite the same difficulties. In 2017, 40% of marketers were frustrated by the lack of suitable content for automation, a number that decreased to 15.3% in 2019. (source)

General Marketing Software Statistics 

76. Around two-thirds (64%) of marketers indicate that their automation solutions are only partially or not integrated. Merely 7% of marketers state that their marketing automation solution is fully integrated with their entire technology stack. (source)

77. Approximately 41% of marketing decision-makers considered their customer journey to be mostly or fully automated, while 59% indicated partial automation. (source)

78. 65% of marketers believe their automation strategies are either “extremely effective” or “very effective.” (source)

79. Almost 96% of respondents indicated that updating and reconstructing automation is difficult due to evolving systems and business needs. Moreover, 80% mentioned that reorganizing current applications and data infrastructures to accommodate automation could increase their organization’s technical debt. (source)

80. The primary advantages of marketing automation include enhanced message targeting and improved return on investment (ROI). Compared to previous studies, a larger percentage of marketers prioritize enhanced ROI. In 2017, 32.9% identified improved ROI as the main benefit; in 2019, this figure rose to 40.5%. (source)

81. Automated emails constituted 31.5% of all email sales in 2022 despite comprising only 1.8% of total sends. (source)

AI Marketing Statistics

82. A May 2023 survey of marketing professionals in the US, UK, and Australia found that 58% believed generative AI would revolutionize market and performance data analysis. (source)

83. A May 2023 survey found that 54% of respondents used AI for generating first drafts, 43% for content optimization, and 42% for spelling and grammar assistance. (source)

Frequently Asked Questions

Conclusion

The marketing software statistics highlighted in this article demonstrate the significant impact that these solutions can have on business outcomes. 

Marketers can unlock new efficiency, creativity, and success levels with these insights. You can 

As the industry continues to evolve, one thing is clear: marketing software is no longer a nice-to-have but a must-have for any organization serious about thriving in the digital landscape. 

By staying informed about the latest marketing software statistics, you can stay ahead of the curve and achieve your goals in a rapidly changing market.