34 Marketing Automation Statistics

Most businesses use email marketing, and many use landing pages and store information about their leads in a CRM system. Marketing automation is the process of combining a range of tools into an 'all in one' solution that automates lead conversion and nurturing over time.

Increasing sales revenue (53%), lead nurturing (43%) and customer engagement (37%) are seen as the most important objectives of a marketing automation strategy. Find out more about how and why businesses are using marketing automation, and with what success.

Nearly two-thirds (63%) of the “Very successful” use their marketing automation systems extensively, while more than a third (37%) achieved best-in-class status with limited use.
Three Deep & Ascend2 “Marketing Automation Trends for Success” (2016)

Nearly two thirds of companies surveyed (63%) expect to realize the benefits of their marketing automation system within six months of implementation.
Ascend2 “Marketing Automation Trends Survey” (2016)

Relevant emails sent with marketing automation software drive 18 times more revenue than just email blasts.

Increasing sales revenue (53%), lead nurturing (43%) and customer engagement (37%) are the most important objectives of a marketing automation strategy.
Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)

91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels.
Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)

Marketers say that the biggest benefits of Automation are Saving time (74%), Increased customer engagement (68%), More timely communications (58%) and Increased opportunities including up-selling (58%)
Adestra Marketer vs Machine (2015)

84% of companies that use a CRM also have a lead-scoring process to determine quality.
Direct Marketing News

Half of the companies reported no increase at all in qualified Leads since implementing Marketing Automation, while only 19% saw a dramatic increase in qualified leads with marketing automation.
LeadMD “The 2016 Marketing Maturity Benchmark Report” (2016)

The most useful metrics for measuring marketing automation performance are Conversion Rate and Revenue Generated , say 58% of best in class Marketing Automation users.
Three Deep & Ascend2 “Marketing Automation Trends for Success” (2016)

Organisations that use marketing automation with prospects experience a 451% increase in qualified leads.

Just 44% of companies use lead scoring systems.

Marketing automation is used by 42% of companies, CRM / sales automation systems by 54%, while Email marketing technology has the highest adoption. It is used by 82% of companies.
Ascend2 “Marketing Technology Strategy” (August 2015)

61% of respondents are not using marketing automation at all and the remaining responses were split over a large range of 27 different vendors and combinations of solutions.
TFM&A “The 2015 Marketing Technology Report” (2015)

80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase.
VB Insight “Marketing Automation, how to make the right buying decision” (2015)

17% say marketing Automation has been very beneficial for their company, 57% quite beneficial, 26% see limited to no benefit.
B2Bmarketing.net and Circle Research “Benchmarking Report Marketing automation” (2015)

63% of companies successful in Marketing Automation plan to increase their Marketing Automation budget. The companies with successful marketing automation programs will invest in further success in the coming year.
Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success” (2015)

33% have already implemented marketing automation software within their businesses and half of all respondents of (Faststats software users) plan, or aspire, to do so. 11% plan to implement marketing automation immediately and 19% within the next year. Only a few respondents said they weren’t (3%), or were unlikely (5%) to implement marketing automation software.
Source: Apteco Ltd “Trend Report Data driven marketing 2014 / 2015”

63% of B2B marketers allocate 10–29% of their marketing budget to marketing automation.
Pepper Global “B2B Marketing Automation Report 2014”

97% of B2B respondents used email marketing software. Customer relationship management (CRM) and marketing automation suites were the next most commonly used technologies, at 97 and 96 percent.
B2B – Software Advice and Research Now “Demand Generation Benchmark” (2014)

67% of B2B marketers say they see at least 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more.
DemandGen “2014 Lead Nurturing Benchmark Study” (Oct 2014)

Marketers that have adopted MA say the main benefts of Marketing Automation are:
- Taking repetitive tasks out of marketers hands, allowing focus on new/more exciting projects (36%)
- Better targeting of customers and prospects (30%)
- Improving the customer experience (10%)
- Better email marketing (9%)
- Reduction of human error in campaigns (8%)
- Lead management (4%) and multichannel marketing (3%)
Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)

20% of agencies make extensive use of marketing automation. Only 30% of agencies aren’t using marketing automation to distribute content, prove inbound marketing ROI, and improve inbound effectiveness with personalized targeting.
SharpSpring & Ascend2 “Inbound marketing: Benchmarks from the Agency Perspective” (2014)

The industries with the highest rates of adoption for marketing automation are Software & Internet, Telecommuncations, Computer & Electronics, Health & Pharmaceuticals, Business Services.
Mintigo “State of the Marketing Technology Industry” (2014)

42% of CRM users plan to increase spending in marketing automation.
Software Advice “Customer Relationship Management Software UserView” (2014)

53% of all respondents are currently using or applying marketing automation. Another 17% are currently evaluating or considering marketing automation.
Pepper Global “B2B Marketing Automation Report 2014”

In the America’s there are significantly higher adoption with 69% of respondents using or applying marketing automation. In EMEA this is 39% and in APAC only 36%.
Pepper Global “B2B Marketing Automation Report 2014”

43% of companies using a marketing automation platform (MAP) have been doing so for over 4 years.
Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)

8% of B2C and 21% of B2B marketers find Marketing Automation one of their Top Digital Priorities.
Adobe “Quarterly Digital Intelligence Briefing” (2014)

Best-in-Class companies are 67% more likely to use a marketing automation platform.
Aberdeen Group “State of Marketing Automation 2014: Processes that Produce” (2014)

Of US businesses with 20 or more employees only about 4% are users of marketing automation software.
VentureBeat “Buyers and Users Marketing Automation Survey: Results, Analysis and Key Findings” (2014)

There are nearly 11 times more B2B organizations using marketing automation now than in 2011.
SiriusDecisions “B-to-B Marketing Automation Study” (2014)

79% of top-performing companies have been using marketing automation for more than 2 years.
Gleanster “Q3 2013 Marketing Automation Benchmark” (2013)

B2B marketers say the #1 benefit of marketing automation is the ability to generate more and better leads.
Pepper Global “Marketing Automation Trends Report 2014” (2013)

B2B marketers see an average 20% increase in sales opportunities from nurtured leads versus non-nurtured leads after successfully deploying a lead nurturing program
DemandGen “Calculating the Real ROI from Lead Nurturing” (Aug 2013)

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