21 Stats You Need to Know About Marketing Automation

March 15, 2017 | Kaleigh Moore

Marketing automation is a topic we’re hearing a lot about in 2017. From robust marketing technology stacks to standalone tools, automation is improving operations around the world.

How are they doing that? By simplifying what used to be time-consuming tasks for marketers.

Leveraging automation, we’re now able to send relevant, personalized email campaigns that are time or behavior-triggered, while integrations between tools allow us to improve lead scoring efforts and deliver appropriate content based on where a buyer is at in the conversion funnel.

If you’re struggling to communicate how essential marketing automation can be to improved ROI, higher customer engagement, and the overall experience, take a look at the stats below and share them with your team.

The Big Marketing Automation Stats

  1. The rise of marketing technology has created new C-suite role: The chief marketing technologist (CMT). 81% of large companies (with $500 million+ revenue) now have a CMT as of January 2014 – and 8% of large enterprises expect to add one in the next 24 months. –Gartner

  2. The most commonly used marketing automation features are email marketing (89%), lead nurturing (84%), integrations with other software (CRM, mobile, social media, etc.) for centralizing customer intelligence (80%) and cross-channel campaign management (82%). -Regalix

  3. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. –Nucleus Research

  4. 63% of users plan to increase their marketing automation budget this year. -Marketo

  5. 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

  6. B2C marketers who take advantage of automation including everything from cart abandonment programs to birthday emails have seen conversion rates as high as 50%. –eMarketer

  7. There are 215+ marketing automation solutions currently on the market. -Capterra

  8. Businesses that use marketing automation to nurture prospects see a 451% increase in qualified leads – The Annuitas Group
  9. 63% of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation. –Gleanster

  10. 78% of successful marketers say that marketing automation is most responsible for improving revenue contribution. –The Lenskold Group

  11. According to a report by Adestra, 74% of respondents said the technology’s ability to save them time was its largest benefit. -Adestra

  12. 79% of top-performing companies have been using marketing automation for two or more years. –Pardot

  13. Marketing automation companies increased from 51 total in 2014 to 83 in 2015. –Scott Brinker

  14. 77% of CMOs at top performing companies indicate their most compelling reason for implementing marketing automation is to drive up revenue. –Gleanster

  15. 89% of respondents who have deployed marketing automation systems have integrated it with their CRM systems. -ResearchCorp

  16. Searches for ‘marketing automation’ are at an all time high according to Google. –Google Trends

  17. 41% of marketers say that marketing automation is “Very effective/effective” at creating a cohesive customer journey. –Salesforce

  18. Companies using marketing automation generate twice as many leads as those using just email software. –Autopilot

  19. Only 8% of business are using marketing automation to nurture existing customers. –SiriusDecisions

  20. 80% of marketing automation users saw an increase in the number of leads, and 77% had an increase of conversions. –VentureBeat

  21. The majority (59%) of companies that use marketing automation are able to target their prospects with triggered content. –Lenskold and Pedowitz Groups


What these Stats Mean for Marketers

Here are the key takeaways we need to keep in mind when looking at these various stats and sharing with leadership and marketing teams.

  1. Marketing automation is reaching mass adoption. With both B2B and B2C companies taking advantage of these tools, those who don’t may be find themselves left behind in the shift toward greater marketing personalization. Additionally, teams that leave automation tools on the table will continue to waste time executing tasks that could be optimized.
  2. Finding the right automation tools requires research. When selecting automation tools that will become part of your martech stack, it’s important to take your time and find the resources that have the right integration capability, that fit your budget, and that your team feels are user-friendly.
  3. Automation is good news for marketing and sales teams. Because automation can tie in with the sales team’s lead scoring efforts, both parties need to be part of the decision-making process when getting automated tools setup. You’ll get the most value out of your investment when data is shared between teams for more effective, cohesive efforts.

Marketing Automation: Your Thoughts

Are you and your team using any marketing automation yet? If so, what are your thoughts on it so far – is it driving positive results, or is it too soon to tell? Let us know what you think about this marketing trend and how it’s impacting (or not impacting) your organization.

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