13 Ultimate Marketing Automation Statistics You Need to Know in 2022

If you are involved with sales and marketing, you may have a good idea about marketing automation. 

Do you use marketing automation in your business?

If the answer is no, it is a good idea to begin. 

Thanks to the advent of modern and advanced marketing automation software, you do not have to spend hours on repetitive and mundane tasks. Marketing automation tools free up precious time allowing you to focus on important tasks. 

These tools boost sales productivity, minimize overheads, and give your businesses wings to scale. If you do not believe us, these interesting marketing automation statistics will probably change your mind. 

Without wasting your time, let’s take a look at some marketing automation statistics you need to know in 2022. 

SEE ALSO: 5 B2B Industries That Should Use Marketing Automation to Boost Productivity

Marketing automation adoption statistics

Do you think your competitors are using marketing automation? How many businesses are adopting marketing automation to turn around their marketing?

Let’s find out. 

1. Around 75% of companies use marketing automation

As per Social Media Today’s 2019 State of Marketing Automation Survey report, around 75% of companies have implemented at least one type of automation tool. 

This indicates that the acceptance of marketing automation is pretty high among all types of businesses around the world. 

2. 63% of marketers are looking to increase their marketing automation budgets

While it is clear that a high percentage of marketers use marketing automation, most of them are looking to increase their marketing automation budget in 2022 [2]. 

3. 40% of marketers who do not use automation will use it in 2022

Due to the wide range of benefits provided by marketing automation tools, its adoption among marketers who have never used the technology will increase in 2022. 

A survey conducted in 2017 suggests that around 40% of companies that have never used marketing automation will adopt it in the future [3]. 

What would be interesting to know is how these companies plan to implement marketing automation. Will they use chatbots or rely on email marketing automation tools?

4. Marketing automation is among the fastest-growing software industries

According to Statista, the marketing automation market’s value crossed a staggering $15.6 billion in 2019 [4]. That is not it!

It is projected that the marketing automation market will touch $25.1 billion by the end of 2023. 

These numbers are a clear indication of the growing adoption of marketing automation in recent years. 

Marketing automation benefits statistics

5. Marketers place lead generation as the top objective of marketing automation

Businessman Communication Connection Browsing Search Concept

Invespcro asked marketers about the main objectives of implementing marketing automation. Around 61% of them responded ‘lead generation. Some other critical goals for marketing automation include enhancing customer engagement (36%), improving sales revenue (47%), boosting marketing productivity (29%), and improving campaign measurability (28%). 

6. Almost 60% of marketers use automation to upsell products

According to an article published by Moosend, 58% of marketers think upselling to be one of the most important applications of marketing automation. 

Why? This is because marketing automation tools help users create personalized and automated post-purchase email campaigns. 

Marketing automation systems can be effectively used to deliver automated post-purchase emails to customers. These emails recommend additional products based on parameters such as interests, history, and how users have interacted with your website. 

7. Social media post scheduling is regarded as a relevant process for automation

The State of Marketing Automation 2019 Report revealed that around 83% of marketers think social media post scheduling is a suitable application for marketing automation [5]. 

Email marketing was second on the list with around 75% of marketers deeming it suitable for marketing automation. 

8. Email automation is the king of marketing automation

Although social media marketing is considered the most suitable choice for marketing automation, email automation is more popular according to a report published by GetResponse in 2018. 

As per the Email Marketing and Marketing Automation Excellence report, the three most used marketing automation techniques include email marketing automation, personalization with dynamic content. 

9. Demand for data-driven marketing automation tools is high

Another interesting way marketing automation is being used is with data-driven content marketing. These automation tools can easily calculate and determine the best time to post content so that it reaches a wider audience and thus generates more engagement. 

Marketing automation results and ROI statistics

10. Nearly 76% of marketers start to see a positive ROI within one year

Marketo says that 76% of companies that implement marketing automation see a return on investment within the first year [6]. What is even more impressive is that nearly 44% of companies see a return in just six months. 

11. 8/10 companies report a boost in leads due to marketing automation

Do you recall that we said lead generation is regarded as one of the most important strategic objectives of marketing automation for companies? In most cases, that goal is achieved. 

As per Invespcro, nearly 8/10 companies saw a significant rise in the number of leads due to automation. 

12. 77% of marketers say that their conversions have increased due to automation

Apart from increasing leads, automation also helps companies increase their conversion rates with the help of lead nurturing and automation. 

Marketing automation challenges and limitations statistics

Even though automation is so useful, why are companies not keen on using it? The answer to that question is that although automation offers a bunch of benefits, it comes with a set of challenges. 

Here are a few statistics that highlight the challenges companies face. 

13. Delivering personalized content is the biggest challenge for companies

One of the main barriers to success according to many companies is delivering personalized content. Almost 44% of marketing influencers say in the Optimizing Marketing Automation survey say that delivering content is the biggest challenge. 

Final Words

Marketing automation 2020 isometric banner

These stats show that automation is an important part of modern marketing, especially when it comes to lead nurturing and generation. However, even with all the talk and hype around automation, it is not easy to incorporate automation tactics including dynamic content. 

As technology continues to evolve, more and more automation tools will be available making implementation a breeze. 

For now, we hope you enjoyed reading these marketing automation statistics. We also hope this information has given you a different perspective about automation. 

Leave your comments below to tell us what you think of automation. 

SEE ALSO: 5 Marketing Automation Tools to Watch Out in 2022

Image 1 Source: rawpixel.com

Image 2 Source: Technology vector created by upklyak – www.freepik.com


[1] [5] (2019) “State of Marketing Automation 2019 Survey Report” SocialMediaToday [online] Available from: https://resources.industrydive.com/state-of-marketing-automation-2019-survey-report [accessed February 2022]

[2] Lang. P (2020) “Do you need marketing automation?” Uhuru Network [online] Available from: https://uhurunetwork.com/marketing-automation/ [accessed February 2022]

[3] (2017) “Survey: Marketing automation is appealing to companies – the challenge is lack of know-how” Lianapress [online] Available from: https://www.lianapress.ae/releases/marketing/survey-marketing-automation-is-appealing-to-companies-challenge-is-lack-of-know-how.html [accessed February 2022]

[4] Maya (2021) “Marketing Automation Statistics” Truelist [online] Available from: https://truelist.co/blog/marketing-automation-statistics/ [accessed February 2022]

[6] Miller. Jon (2012) “The ROI of Marketing Automation” Marketo [online] Available from: https://blog.marketo.com/2012/10/the-roi-of-marketing-automation.html [accessed February 2022]

[7] (2018) “Optimizing Marketing Automation” Ascend [online] Available from: https://research.ascend2.com/2018-optimizing-marketing-automation/ [accessed February 2022]


Karandeep V

Karandeep V

Karandeep was born in Pune, Maharashtra, an upcoming metropolitan city in the Western region of India. While most members of his family are engineers, he had different ideas. He was more inclined toward exploring the non-technical aspects of a business, which is why he studied Bachelors of Business Administration at Symbiosis International University, Pune.  Having said that, his love for new and upcoming technologies remained intact, which is why he has written extensively about technology throughout his career. After a brief stint with a gaming company at the beginning of his career, he discovered that his love for writing was not temporary.  Being a tech geek, he always liked installing and playing around with new applications on his mobile devices and the home desktop. He was fascinated by how technology can simplify even the most mundane and complex tasks with just a few commands. He keeps a close eye on how businesses use different tools to streamline their operations to boost productivity and efficiency. At ToolsMetric, he writes product reviews that cover the main features and specifications of different enterprise applications. The sheer amount of innovation and hard work that goes into building these tech solutions is one of the reasons why Karandeep loves reviewing these tools. Besides product reviews, he also writes interesting news articles and blogs that track the latest developments in the tech industry.  When he is not writing, you can find him rooted to his seat playing video games, watching movies, or supporting his favorite football team. Since his childhood, he has always loved to travel and explore new places. Traveling is a major part of his life due to a myriad of reasons such as experiencing new cultures, food, and traditions. His other hobbies include playing football, cooking, and running.  You can find him on LinkedIn here.

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