Marketing Automation Market Report 2025

The marketing automation market size has grown strongly in recent years. It will grow from $6.79 billion in 2024 to $7.44 billion in 2025 at a compound annual growth rate (CAGR) of 9.5%. The growth in the historic period can be attributed to demand for personalized customer experiences, lead generation and nurturing needs, streamlining marketing operations, measuring and analyzing campaign performance, alignment of sales and marketing processes.

The marketing automation market size is expected to see strong growth in the next few years. It will grow to $10.54 billion in 2029 at a compound annual growth rate (CAGR) of 9.1%. The growth in the forecast period can be attributed to rise of account-based marketing (ABM), AI and machine learning applications, focus on multichannel marketing, emphasis on customer retention and loyalty. Major trends in the forecast period include focus on customer retention automation, dynamic content automation, marketing operations and revenue attribution, compliance and data privacy automation, integration with customer relationship management (CRM) systems.

The expansion of big data and data analytics solutions is anticipated to fuel the growth of the marketing automation market in the future. These technologies have become integral to marketing automation companies as they enable deep insights into customer behavior and preferences, facilitating the delivery of targeted offers and effective lead nurturing. By leveraging big data and data science practices, marketing automation firms can dynamically respond to customer behavior and tailor strategies to individual needs. For example, according to Tech Jury, the big data analytics market is projected to reach $103 billion by 2023, with data creation expected to surpass 180 zettabytes by 2025. Additionally, the Big Data banking analytics market was valued at $29.87 billion in 2019 and is forecasted to grow at a CAGR of 12.97% between 2020 and 2025, reaching $62.1 billion by 2025. These statistics highlight the significant role of big data and data analytics in driving growth within the marketing automation industry.

The rapid expansion of the e-commerce industry is anticipated to drive growth in the marketing automation market in the coming years. The e-commerce industry, which encompasses the buying and selling of goods and services online, benefits significantly from marketing automation. This involves utilizing automated tools and workflows to streamline and optimize marketing processes, including email campaigns, personalized product recommendations, and customer segmentation, all aimed at enhancing customer engagement and boosting sales. For instance, in May 2024, the Census Bureau, a US-based government agency, reported that e-commerce sales in the first quarter of 2024 grew by 8.5% compared to the same period in 2023, accounting for 15.6% of total retail sales, which saw a year-over-year increase of 2.8%. Thus, the expanding e-commerce industry is propelling the growth of the marketing automation market.

Leading companies in the marketing automation market are concentrating on creating advanced marketing automation platforms to enhance user experience, boost campaign effectiveness, and utilize data analytics for improved decision-making. These platforms facilitate integration with online stores such as Shopify, enabling businesses to efficiently manage promotions and monitor revenue. For instance, in October 2023, Zoho Corporation Pvt Ltd, an India-based firm, introduced Zoho Marketing Automation 2.0, a comprehensive marketing automation platform. This new version incorporates robust lead generation tools from existing Zoho applications, facilitating seamless customer experiences across different platforms. Its integration with Zoho Social allows for targeted campaigns on prominent platforms like Facebook and Instagram. By leveraging the capabilities of PageSense, users can track customer acquisition and optimize web pages based on visitor behavior. Additionally, the built-in Drag-and-Drop Landing Page Builder feature enables users to effortlessly create landing pages using a visual editor.

Key players in the marketing automation market are focusing on creating advanced marketing automation applications designed to streamline marketing processes, facilitate personalized customer engagement, and deliver actionable insights through data analysis. Performance tracking refers to the systematic approach of monitoring, measuring, and analyzing the effectiveness and outcomes of specific activities, campaigns, or projects in relation to established goals and objectives. For example, in May 2024, B2B-Squared, a US-based company, launched Flywheel B2B Marketing Automation. This platform automates marketing actions based on customer behaviors, such as adding items to a shopping cart or responding to email promotions, enabling timely and relevant communications. It allows businesses to assess campaign effectiveness and make data-driven decisions to improve marketing ROI. Flywheel B2B also offers actionable insights and predictive analytics, empowering businesses to adjust their strategies in response to current market trends and customer behaviors.

In August 2022, Shopify Inc., a Canada-based e-commerce company, formed a partnership with Klaviyo. This collaboration allows Shopify to enhance its offerings by integrating Klaviyo's expertise in marketing automation, specifically for email marketing and SMS. Klaviyo Inc. is a US-based company that specializes in marketing automation solutions.

Major companies operating in the marketing automation market include Microsoft Corporation, International Business Machines Corporation, Oracle Corporation, SAP SE, Salesforce.com Inc., Adobe Inc., SAS Institute Inc., Teradata Corporation, HubSpot Inc., Thryv Holdings Inc., ActiveCampaign Inc., Keap Inc., Act-On Software Inc., SharpSpring, Inc., Infusionsoft Inc., Ontraport Inc., Autopilot HQ Inc., Greenrope Inc., eTrigue Corporation, Prospect.io, Sendinblue SAS, Insidesales.com Inc.

North America was the largest region in the marketing automation market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the marketing automation market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the marketing automation market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Marketing automation involves using technology to automate repetitive marketing processes. It can save time for marketers, especially in tasks such as lead follow-up and guiding potential clients through the sales funnel. Marketing automation software is often integrated with Customer Relationship Management (CRM) and Customer Data Platform (CDP) software to identify potential customers and automate lead nurturing.

Marketing automation offers deployment modes in cloud-based and on-premise options. On-premise solutions connect existing systems to marketing, logistics, and other channels, ideal for businesses with in-house IT teams, handling sensitive data, or under regulatory obligations. The software is used by both large enterprises and small and medium-sized enterprises (SMEs) in digital marketing, email marketing, mobile marketing, inbound marketing, social media marketing, campaign management, and more. End users include BFSI, retail, healthcare, telecom and IT, discrete manufacturing, government and education, and others.

The marketing automation market research report is one of a series of new reports that provides marketing automation market statistics, including marketing automation industry global market size, regional shares, competitors with a marketing automation market share, detailed marketing automation market segments, market trends and opportunities, and any further data you may need to thrive in the marketing automation industry. This marketing automation market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The marketing automation market includes revenues earned by entities by providing marketing automation services such as collecting real-time data, audience segmentation, event management, lead generation, and content creation to reduce the amount of manual labor-intensive work required in marketing camping. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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