Marketing automation statistics: What you need to know

By Stellan Björnesjö

Marketing automation statistics: What you need to know

Finding marketing automation statistics isn't hard; googling the term renders 70+ million results ( 152 million, 9 million, 242k). So rather than just keeping your search broad, think about what the underlying questions are? For example, how effective is marketing automation? Or which industry uses marketing automation the most? In this article, we'll try to answer some of these questions briefly and provide links to the sources for those who want to dig deeper!

How effective is marketing automation?

This question is best unanswered as there are so many use cases in which marketing - broadly speaking - can be automated. However, if you look for hard facts and understand that they might not be relevant for your situation, here are the results of two surveys:

How many B2B companies use marketing automation?

According to, "On average 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology."

Which industry uses marketing automation the most?

Act-On teamed with London Research to conduct a survey of more than 500 marketers from the United States and the United Kingdom about how these teams and individuals are using marketing automation. The survey found that "the tech industry is much more evolved than other verticals surveyed."

How big is the marketing automation market?

According to, "the entire global marketing automation market size is expected to reach 25.1 billion USD by the end of 2023."

What are the most significant barriers to fully utilising marketing automation tools?

According to Ascend2, quoted by, 39% say "lack of training/resources/knowledge", 32% say "lack of resources to manage", followed by 31% who say "lack of budget to maintain", and 25% who blame a "complicated setup."

Want to know more? Then make sure you explore Zooma's guide to what, why, when and how to use marketing automation. And don't forget to download our PDF guide below - it covers the benefits of marketing automation for B2B companies, and has a few examples of leading automation tools you can use.

Download the automation guide

Download the automation guide

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Stellan Björnesjö
Online Strategist at Zooma since 2012. 15+ years of experience as a manager, business developer and specialist within online and e-commerce.
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