There are some repetitive marketing activities machines cannot do. For everything else, there is marketing automation. It consists in using technology, mainly software, to coordinate and establish a routine of cyclical tasks in multiple channels – especially (but not only) online – and make a campaign more effective. This segment has grown swiftly and is forecast to continue to expand as the decade unfolds. In 2024,
will rise an estimated 12.6 percent to over eight billion U.S. dollars. The market expects that annual figure to increase by over 160 percent by 2032, reaching 21.7 billion dollars. The
accounts for most of the sector's results, with a projected revenue of over 5.9 billion dollars in 2024. The annual value is projected to increase by 90 percent and exceed 11 billion dollars by the start of the 2030s. For comparison,
Why marketers use automation
During a 2024 survey among marketing decision-makers worldwide, almost seven out of 10 said they intended to
raise their spending on marketing automation in the coming year. Approximately one-fifth preferred to keep the same expenditure levels. Marketers use that type of solution for many purposes. A recurring usage entails managing leads – potential clients a brand can contact once it has some of their data. When a company automates that relationship well, it can offer those consumers more relevant offers and messages without their staff doing the process manually. In the same 2024 study, respondents stated that the
marketing channels using automation the most are email, social media management, and, to a lesser extent, content organization and paid ads. The top
benefits of marketing automation, according to global marketers surveyed in 2022, are five: Improving customer experience, enabling their staff to use time better, higher quality of data and decision-making, an improvement in lead generation and nurturing, and better use of budget.
Top marketing automation providers
The attractiveness of this type of solution also brought multiple players to the automated game. Global 2024 data showed that HubSpot dominated the market, concentrating over 38
percent of the marketing automation user base. Adobe Experience Cloud (AEC) – run by the Silicon Valley veteran Adobe Inc. – followed with around eight percent of the market. Headquartered in Massachusetts,
HubSpot, Inc. has a journey that illustrates the triumph of marketing automation. In 2023, the corporation's revenue amounted to 2.17 billion dollars. A decade earlier, the figure stood below 80 million dollars. Meanwhile,
Adobe's Digital Experience division, which includes AEC, generated 4.89 billion dollars in revenue in 2023. Half a decade before, in 2018, the value barely surpassed two billion dollars. With ever-fiercer competition, automation giants must consistently prove what else their machines can do for marketers.
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