Marketing Automation Software Market By Component (Software, Services), Deployment Mode (Cloud-Based, On-Premises), Organization Size (Small &Medium-sized Enterprises (SMEs), Large Enterprises), Application (Campaign Management, Email Marketing, Analytics & Reporting), Vertical (Banking, Financial Services, & Insurance (BFSI), Healthcare & Lifesciences, IT & Telecom), & Region for 2024-2031
Report ID: 34350|No. of Pages: 202
Marketing Automation Software Market By Component (Software, Services), Deployment Mode (Cloud-Based, On-Premises), Organization Size (Small &Medium-sized Enterprises (SMEs), Large Enterprises), Application (Campaign Management, Email Marketing, Analytics & Reporting), Vertical (Banking, Financial Services, & Insurance (BFSI), Healthcare & Lifesciences, IT & Telecom), & Region for 2024-2031
Marketing Automation Software Market Valuation – 2024-2031
Marketing automation acts as a customer intelligence engine, building rich profiles based on their digital footprint. It develops a high customer profile through the engagement of emails and website behavior. This customer profile delivers targeted campaigns, identifies potential leads, tailors sales, and also anticipates customer needs, and provides proactive support. By leveraging marketing automation, organizations get an in-depth understanding of the customers, which ultimately drives better sales. Therefore, the increasing adoption of marketing automation in organizations is anticipated to boost the market size to around USD 37.03 Billion in 2024 and reach USD 100.98 Billion by 2031.
Marketing automation software breaks down communication barriers. It provides a real-time, unified view of customer interactions. It tailors the marketing messages, identifies the potential buyers, and solves customer inquiries in minutes no matter which channel they use. Marketing automation software provides valuable insights, which fuel marketing sales and customer engagement. The benefit of marketing automation in identifying potential buyers is enabling the market to grow at a CAGR of about 14.74% from 2024 to 2031.
Marketing Automation Software Market: Definition/ Overview
Marketing automation acts as a strategic approach that uses the software to streamline repetitive marketing tasks and orchestrate multi-channel campaigns. Marketing automation software is used for digital marketing, combined with solid strategies, it emphasizes the concept of the Return on Investment (ROI) and achieves increased revenue.
Marketing automation software provides channel support through email, social media SMS, and landing pages, it also offers campaign creation and management, personalized engine, trigger-based actions, website, and app usage tracking, lead scoring and tracking, tracking and analytics, automatic segmentation, integration across channels, etc. The marketing automation software is an all-inclusive system that generates hyper-targeted marketing, maintains consumer interactions across channels, and expedites workflow.
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How is the Efficiency and Customization Driving the Marketing Automation Software Market?
The rapid shift to digital marketing is generating demand for marketing automation tools. According to a report, global digital advertising spending was USD 378.16 Billion in 2020 and is expected to rise to USD645.8 Billion by 2024. This large increase in digital advertising expenditure is driving firms to use marketing automation solutions to better manage and improve their digital marketing activities.
Businesses are rapidly recognizing the value of tailored marketing experiences, which is driving the adoption of marketing automation tools. According to an Epsilon report, when brands provide individualized experiences, 80% of consumers are more inclined to make a purchase. Marketing automation solutions enable firms to deliver targeted content and offers at scale, resulting in widespread usage across industries.
Furthermore, the demand for data-driven decision-making in marketing is driving the development of marketing automation software with advanced analytics capabilities. According to Verified Market Research, the global marketing analytics software market was worth USD 3.9 Billion in 2023 and is predicted to rise at a CAGR of 15% between 2024 and 2031. This development is primarily due to the growing need for AI-powered marketing automation systems that can deliver actionable insights and improve the effectiveness of campaigns.
How do the Integration Complications Hamper the Marketing Automation Software Market?
Marketing software often uses a complex ecosystem, such as CRM, email, web analytics tools, etc. Integrating marketing automation software with these tools acts as a technical challenge for the market. The actual integration procedure demands a lot of time and resources. Marketing teams lack the technical know-how needed for seamless integration, while IT personnel are overworked. This impedes the execution of marketing campaigns as a whole and postpones the advantages of marketing automation.
Marketing teams become discouraged from making the most of the marketing automation software if the integration procedure is difficult and time-consuming. Technical frustration results in low adoption, which eventually limits the software’s capacity to provide its maximum possible return on investment (ROI).
Furthermore, data silos are created when integration is done poorly or incompletely, trapping information inside certain systems. This limits the potential of marketing automation software to provide genuinely tailored experiences by preventing it from obtaining the whole customer picture. Marketers struggle to properly optimize ads and lose important insights over the entire client journey.
Category-Wise Acumens
How do AI-driven Insights and Personalization Drive the Analytics and Reporting Segment in the Market?
The analytics & reporting segment is estimated to dominate the market during the forecast period. Marketing automation allows tracking the key metrics like website traffic sources, and lead conversion rates, this empowers the growth of the campaigns, identifies the areas for improvement, and ultimately maximizes the area of improvement. Marketing automation made A/B testing easier, which let the company evaluate many iterations of emails, landing sites, and advertising campaigns. By using a data-driven strategy, the company maximizes the success of campaigns by determining which marketing components are most effective for each segment.
Predictive analytics features are integrated into certain sophisticated marketing automation systems. These technologies identify the leads that have the highest likelihood of converting by examining past data and customer behavior patterns. It allows the ability to concentrate resources on high-potential prospects and prioritize its marketing efforts.
Furthermore, in a data-driven world, customization is essential. Robust analytics and reporting offer insightful information about customers based on their past purchases and activity. This enables to offer individualized experiences and recommendations for relevant information across a range of touchpoints. The software provides insights into which channels resonate most with your audience. This allows you to optimize your marketing mix, focusing on high-performing channels and eliminating those that aren’t delivering the desired results.
How does the Democratization of Marketing Technology in SMEs Drive the Market?
The small & medium enterprises (SMEs) segment is estimated to dominate the market during the forecast period. SMEs are becoming a growing clientele for marketing automation software firms. They provide user-friendly, reasonably priced platforms with features tailored especially for tiny enterprises. This increases the number of businesses that can use marketing automation and enables even small teams to compete on a bigger stage. Thus, the increasing adoption of marketing automation software in SMEs is driving the growth of the marketing automation software market. Marketing automation tools and SMEs have a mutually beneficial connection.
The industry will witness even greater innovation in terms of pricing, user-friendliness, and features specially created for the particular needs of smaller enterprises as SMEs continue to use these tools. This will give SMEs even more ability to expand, compete successfully, and succeed in marketing.
Furthermore, SMEs use marketing automation to obtain useful customer data even with a small budget. For instance, in February 2024, Salesforce announced the unveiled Marketing Cloud Growth, a new version of the platform designed to use data, AI, and CRM to efficiently drive growth for small businesses. Connecting marketing automation with sales, service, and commerce, Marketing Cloud Growth is based on Salesforce’s reliable Einstein 1 customer platform.
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Country/Region-wise Acumens
How does the Marketing Automation Software Market Fare in North America?
North America is estimated to dominate the market during the forecast period. North America leads in the adoption of digital technology, which drives demand for marketing automation software. According to a 2018 Census Bureau research, 89.8% of US businesses with 100 or more employees used social media for marketing. Businesses with significant levels of digital interaction require advanced marketing automation technologies to successfully manage and enhance their digital marketing activities.
Furthermore, the North American region, especially the United States, invests extensively in digital advertising, which drives the demand for advanced marketing automation systems. According to eMarketer, digital ad spending in the United States reached USD151.29 Billion in 2020, or 66.4% of total media ad spending. This amount is expected to rise to USD 201.83 Billion by 2023, indicating the growing reliance on digital marketing channels and the necessity for automated technologies to manage these investments effectively.
How Does the Increasing Demand for the Internet of Things (IoT) Driving the Growth of the Market in Asia Pacific?
The Asia Pacific region is estimated to exhibit the highest growth within the market during the forecast period. The Asia Pacific region is undergoing a rapid digital transition, which is accelerating the adoption of marketing automation tools. According to Internet World Stats, as of December 2021, Asia’s internet penetration rate was 64.1%, with over 2.8 billion internet users. This huge and rising internet population compels firms to use sophisticated marketing automation solutions to successfully reach and engage their target clients.
Furthermore, the Asia Pacific region is experiencing an increase in cloud usage, which is accelerating the expansion of cloud-based marketing automation software. According to an IDC report, the Asia Pacific public cloud services market (excluding Japan) is expected to increase from USD 133 Billion in 2022 to $282 billion in 2025, at a compound annual growth rate (CAGR) of 28.8%. This increasing use of cloud technology makes it easier for organizations of all sizes to install and expand marketing automation solutions, hence driving regional market growth.
Competitive Landscape
The marketing automation software market is a competitive battleground with established giants, rising challengers, and niche players vying for market share. By understanding the competitive landscape, businesses can select the platform that best aligns with their specific needs, budget, and marketing goals.
Some of the prominent players operating in the marketing automation software market include:
- Adobe
- IBM
- Oracle
- Salesforce
- Microsoft
- HubSpot
- Keap
- Thryv
- Sendinblue
- Teradata
- Act-On Software
- ActiveCampaign
- ClickDimensions
- GeTResponse SharpSpring
- Infor
- Creatio
- SAP
- SugarCRM Inc.
Latest Developments
- In February 2024, Wipro and IBM announced the expansion of their partnership, Wipro Enterprises leverages the AI-Ready Platform the IBM Watsonx AI, and data platform, including the watsonx.ai, watsonx.data, watsonx.governance, and AI assistance, to provide customers with a service that is compatible and speeds up the adoption of AI. Large language models (LLMs), streamlined procedures, strong governance, and a host of other features improve operations with this new service, which also establishes the groundwork for future industry analytic solutions based on Watsonx. data and AI.
- In March 2024, Salesforce announced new features for Service Cloud that offer agents and supervisors AI-powered insights, content generation, and automation capabilities to increase customer satisfaction, grow loyalty, and help transform contact centers into revenue generators. Service leaders can now leverage Data Cloud and Einstein, powered by Salesforce’s Einstein 1 Platform, to spot reoccurring issues, propose next steps based on customer feedback, and monitor service discussions to suggest ways agents may handle cases more quickly.
- In March 2024, Salesforce announced the general availability of Pro Suite, a flexible, scalable, one-stop shop with the #1 AI CRM to assist small businesses in starting and growing. With just one ready-to-use and simple-to-implement solution, Salesforce Pro Suite, powered by Einstein 1 Platform and Data Cloud, assists companies in growing their operations.
- In March 2024, Salesforce announced the release of Einstein 1 Studio, a collection of low-code tools that let developers and admins customize Einstein Copilot, the conversational AI assistant for CRM, and easily integrate AI into any app to improve every experience for users and staff.
- In September 2023, HubSpot announced that it is positioned in the Gartner Magic Quadrant for B2B Marketing Automation Platforms 2023 Leaders Quadrant. HubSpot was rated as a Leader in the Marketing Hub category by Gartner for the third year in a row, based on its ability to execute and completeness of vision.
Report Scope
| REPORT ATTRIBUTES | DETAILS |
|---|---|
| Study Period | 2021-2031 |
| Growth Rate | CAGR of ~14.74% from 2024 to 2031 |
| Base Year for Valuation | 2024 |
| Historical Period | 2021-2023 |
| Forecast Period | 2024-2031 |
| Quantitative Units | Value in USD Billion |
| Report Coverage | Historical and Forecast Revenue Forecast, Historical and Forecast Volume, Growth Factors, Trends, Competitive Landscape, Key Players, Segmentation Analysis |
| Segments Covered |
|
| Regions Covered |
|
| Key Players | IBM, Oracle, Salesforce, Microsoft, HubSpot, Keap, Thryv, Sendinblue, Teradata, Act-On Software, ActiveCampaign, ClickDimensions, GeTResponse SharpSpring, Infor, Creatio, SAP, SugarCRM, Inc. |
| Customization | Report customization along with purchase available upon request |
Marketing Automation Software Market, By Category
Component:
- Software
- Services
Deployment Mode:
- Cloud
- On-Premises
Organization Size:
- Small and Medium-sized Enterprises (SMEs)
- Large Enterprises
Application:
- Campaign Management
- Email Marketing
- Lead Nurturing and Lead Scoring
- Social Media Marketing
- Inbound Marketing
- Analytics and Reporting
- Other Applications
Vertical:
- Banking, Financial Services, and Insurance (BFSI)
- Healthcare and Lifesciences
- IT and Telecom
- Consumer Goods and Retail
- Education
- Media and Entertainment
- Manufacturing
- Travel and Hospitality
Region:
- North America
- Europe
- Asia-Pacific
- Latin America
- Middle East & Africa
Research Methodology of Verified Market Research:
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Reasons to Purchase this Report
- Qualitative and quantitative analysis of the market based on segmentation involving both economic as well as non-economic factors.
- Provision of market value (USD Billion) data for each segment and sub-segment.Indicates the region and segment that is expected to witness the fastest growth as well as to dominate the market.
- Analysis by geography highlighting the consumption of the product/service in the region as well as indicating the factors that are affecting the market within each region.
- Competitive landscape which incorporates the market ranking of the major players, along with new service/product launches, partnerships, business expansions and acquisitions in the past five years of companies profiled.
- Extensive company profiles comprising of company overview, company insights, product benchmarking and SWOT analysis for the major market players.
- The current as well as the future market outlook of the industry with respect to recent developments (which involve growth opportunities and drivers as well as challenges and restraints of both emerging as well as developed regions.
- Includes in-depth analysis of the market of various perspectives through Porter’s five forces analysis.
- It provides insight into the market through Value Chain.
- Market dynamics scenario, along with growth opportunities of the market in the years to come.6-month post-sales analyst support.
Customization of the Report
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Frequently Asked Questions
1 INTRODUCTION OF GLOBAL MARKETING AUTOMATION SOFTWARE MARKET
1.1 Introduction of the Market
1.2 Scope of Report
1.3 Assumptions
2 EXECUTIVE SUMMARY
3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH
3.1 Data Mining
3.2 Validation
3.3 Primary Interviews
3.4 List of Data Sources
4 GLOBAL URETERAL STENTS MARKET OUTLOOK
4.1 Overview
4.2 Market Dynamics
4.2.1 Drivers
4.2.2 Restraints
4.2.3 Opportunities
4.3 Porters Five Force Model
4.4 Value Chain Analysis
5 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET, BY COMPONENT
5.1 Overview
5.2 Software
5.3 Services
6 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET, BY DEPLOYMENT MODE
6.1 Overview
6.2 Cloud
6.3 On-Premises
7 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET, BY ORGANIZATION SIZE
7.1 Overview
7.2 Small And Medium-Sized Enterprises (SMEs)
7.3 Large Enterprises
8 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET, BY APPLICATION
8.1 Overview
8.2 Campaign Management
8.3 Email Marketing
8.4 Lead Nurturing And Lead Scoring
8.5 Social Media Marketing
8.6 Inbound Marketing
8.7 Analytics And Reporting
8.8 Other Applications
9 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET, BY VERTICAL
9.1 Overview
9.2 SMEs
9.3 Banking
9.4 Financial Services, And Insurance (BFSI)
9.5 Healthcare And Lifesciences
9.6 IT And Telecom
9.7 Consumer Goods And Retail
9.8 Education
9.9 Media And Entertainment
9.10 Manufacturing
9.11 Travel And Hospitality
10 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET, BY GEOGRAPHY
10.1 Overview
10.2 North America
10.2.1 U.S.
10.2.2 Canada
10.2.3 Mexico
10.3 Europe
10.3.1 Germany
10.3.2 U.K.
10.3.3 France
10.3.4 Rest of Europe
10.4 Asia Pacific
10.4.1 China
10.4.2 Japan
10.4.3 India
10.4.4 Rest of Asia Pacific
10.5 Rest of the World
10.5.1 Latin America
10.5.2 Middle East and Africa
11 GLOBAL MARKETING AUTOMATION SOFTWARE MARKET COMPETITIVE LANDSCAPE
11.1 Overview
11.2 Company Market Ranking
11.3 Key Development Strategies
12 COMPANY PROFILES
12.1 Adobe
12.1.1 Overview
12.1.2 Financial Performance
12.1.3 Product Outlook
12.1.4 Key Developments
12.2 IBM
12.2.1 Overview
12.2.2 Financial Performance
12.2.3 Product Outlook
12.2.4 Key Developments
12.3 Oracle
12.3.1 Overview
12.3.2 Financial Performance
12.3.3 Product Outlook
12.3.4 Key Developments
12.4 Salesforce
12.4.1 Overview
12.4.2 Financial Performance
12.4.3 Product Outlook
12.4.4 Key Developments
12.5 Microsoft
12.5.1 Overview
12.5.2 Financial Performance
12.5.3 Product Outlook
12.5.4 Key Developments
12.6 HubSpot
12.6.1 Overview
12.6.2 Financial Performance
12.6.3 Product Outlook
12.6.4 Key Developments
12.7 Keap
12.7.1 Overview
12.7.2 Financial Performance
12.7.3 Product Outlook
12.7.4 Key Developments
12.8 Thryv
12.8.1 Overview
12.8.2 Financial Performance
12.8.3 Product Outlook
12.8.4 Key Developments
12.9 Sendinblue
12.9.1 Overview
12.9.2 Financial Performance
12.9.3 Product Outlook
12.9.4 Key Developments
12.10 Teradata
12.10.1 Overview
12.10.2 Financial Performance
12.10.3 Product Outlook
12.10.4 Key Developments
13 KEY DEVELOPMENTS
13.1 Product Launches/Developments
13.2 Mergers and Acquisitions
13.3 Business Expansions
13.4 Partnerships and Collaborations
14 Appendix
14.1 Related Research
Report Research Methodology
Verified Market Research uses the latest researching tools to offer accurate data insights. Our experts deliver the best research reports that have revenue generating recommendations. Analysts carry out extensive research using both top-down and bottom up methods. This helps in exploring the market from different dimensions.
This additionally supports the market researchers in segmenting different segments of the market for analysing them individually.
We appoint data triangulation strategies to explore different areas of the market. This way, we ensure that all our clients get reliable insights associated with the market. Different elements of research methodology appointed by our experts include:
Exploratory data mining
Market is filled with data. All the data is collected in raw format that undergoes a strict filtering system to ensure that only the required data is left behind. The leftover data is properly validated and its authenticity (of source) is checked before using it further. We also collect and mix the data from our previous market research reports.
All the previous reports are stored in our large in-house data repository. Also, the experts gather reliable information from the paid databases.
For understanding the entire market landscape, we need to get details about the past and ongoing trends also. To achieve this, we collect data from different members of the market (distributors and suppliers) along with government websites.
Last piece of the ‘market research’ puzzle is done by going through the data collected from questionnaires, journals and surveys. VMR analysts also give emphasis to different industry dynamics such as market drivers, restraints and monetary trends. As a result, the final set of collected data is a combination of different forms of raw statistics. All of this data is carved into usable information by putting it through authentication procedures and by using best in-class cross-validation techniques.
Data Collection Matrix
| Perspective | Primary Research | Secondary Research |
|---|---|---|
| Supplier side |
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| Demand side |
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Econometrics and data visualization model
Our analysts offer market evaluations and forecasts using the industry-first simulation models. They utilize the BI-enabled dashboard to deliver real-time market statistics. With the help of embedded analytics, the clients can get details associated with brand analysis. They can also use the online reporting software to understand the different key performance indicators.
All the research models are customized to the prerequisites shared by the global clients.
The collected data includes market dynamics, technology landscape, application development and pricing trends. All of this is fed to the research model which then churns out the relevant data for market study.
Our market research experts offer both short-term (econometric models) and long-term analysis (technology market model) of the market in the same report. This way, the clients can achieve all their goals along with jumping on the emerging opportunities. Technological advancements, new product launches and money flow of the market is compared in different cases to showcase their impacts over the forecasted period.
Analysts use correlation, regression and time series analysis to deliver reliable business insights. Our experienced team of professionals diffuse the technology landscape, regulatory frameworks, economic outlook and business principles to share the details of external factors on the market under investigation.
Different demographics are analyzed individually to give appropriate details about the market. After this, all the region-wise data is joined together to serve the clients with glo-cal perspective. We ensure that all the data is accurate and all the actionable recommendations can be achieved in record time. We work with our clients in every step of the work, from exploring the market to implementing business plans. We largely focus on the following parameters for forecasting about the market under lens:
- Market drivers and restraints, along with their current and expected impact
- Raw material scenario and supply v/s price trends
- Regulatory scenario and expected developments
- Current capacity and expected capacity additions up to 2027
We assign different weights to the above parameters. This way, we are empowered to quantify their impact on the market’s momentum. Further, it helps us in delivering the evidence related to market growth rates.
Primary validation
The last step of the report making revolves around forecasting of the market. Exhaustive interviews of the industry experts and decision makers of the esteemed organizations are taken to validate the findings of our experts.
The assumptions that are made to obtain the statistics and data elements are cross-checked by interviewing managers over F2F discussions as well as over phone calls.
Different members of the market’s value chain such as suppliers, distributors, vendors and end consumers are also approached to deliver an unbiased market picture. All the interviews are conducted across the globe. There is no language barrier due to our experienced and multi-lingual team of professionals. Interviews have the capability to offer critical insights about the market. Current business scenarios and future market expectations escalate the quality of our five-star rated market research reports. Our highly trained team use the primary research with Key Industry Participants (KIPs) for validating the market forecasts:
- Established market players
- Raw data suppliers
- Network participants such as distributors
- End consumers
The aims of doing primary research are:
- Verifying the collected data in terms of accuracy and reliability.
- To understand the ongoing market trends and to foresee the future market growth patterns.
Industry Analysis Matrix
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