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25 marketing automation stats for 2016

Marketers around the world are talking about marketing automation in 2016 – and for a good reason. Thanks to automation tools that help marketers make smarter, more informed decisions on how to spend their budgets while improving efficiency, companies are able to reap the benefits of all these resources have to offer.

For this reason, you should be leveraging marketing automation tools, too. From email to social media and everything in between, automated resources are taking some of the burden off of human resources and speeding up processes for many businesses.

Let’s look at 25 marketing automation stats that prove just how important it is to start a conversation around this topic sooner rather than later.


Marketing Automation Stats for 2016


  1.  77% of CMOs at top performing companies indicate their most compelling reason for implementing marketing automation is to drive up revenue. –Gleanster
  2. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. –Nucleus Research
  3. Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads. –The Annuitas Group
  4. 91% of users believe that marketing automation is “very important” to the overall success of their marketing across channels. –Marketo
  5. Marketing automation companies increased from 51 total in 2014 to 83 in 2015. –Scott Brinker
  6. On average, 49% of companies are currently using marketing automation, and more than half of B2B companies (55%) are adopting the technology. –EmailMonday
  7. A 2015 report found that 51% of organizations use 21 or more digital marketing solutions—a 42% increase from just three years ago. –Econsultancy
  8. Marketing technology tools like conversion rate optimization (CRO) solutions show an average ROI of 223.7%. –VentureBeat
  9. Marketing automation was amongst the most piloted marketing technologies of 2015. –Salesforce
  10. 86% of marketers said “ease of use” was the most important factor when choosing a marketing automation platform. –Regalix
  11. B2B marketers who implement marketing automation software increase their sales pipeline contribution by an average of 10%. –Forrester Research
  12. The primary benefit of marketing automation according to B2B marketers is the ability to generate more and better quality leads. –Pepper Global
  13. 78% of successful marketers say that marketing automation is most responsible for improving revenue contribution. –The Lenskold Group
  14. 63% of companies that are outgrowing their competitors use marketing automation. –Lenskold and Pedowitz
  15. 85% of B2B marketers felt they were not using their marketing automation software to their full potential last year. –SiriusDecisions
  16. There are 215+ marketing automation solutions currently on the market. Capterra
  17. B2C marketers who take advantage of automation including everything from cart abandonment programs to birthday emails have seen conversion rates as high as 50%. –eMarketer
  18. Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead. –Forrester Research
  19. 60% of companies turning over at least $500M, 10% of companies turning over $20-$500M, 5% of companies turning over $5-$20M and 3% of companies turning over less than $5M have adopted marketing automation. –Raab Associates
  20. The rise of marketing technology has created new C-suite role: The chief marketing technologist (CMT). 81% of large companies (with $500 million+ revenue) now have a CMT as of January 2014—and 8% of large enterprises expect to add one in the next 24 months. –Gartner
  21. 79% of top-performing companies have been using marketing automation for two or more years. –Pardot
  22. 63% of users plan to increase their marketing automation budget this year. Marketo
  23. Searches for ‘marketing automation’ are at an all time high according to Google. –Google Trends
  24. 89% of respondents who have deployed marketing automation systems have integrated it with their CRM systems. -ResearchCorp
  25. The most commonly used marketing automation features are email marketing (89%), lead nurturing (84%), integrations with other software (CRM, mobile, social media, etc.) for centralizing customer intelligence (80%) and cross-channel campaign management (82%). -Regalix


Start Leveraging Marketing Automation Today

The numbers don’t lie when it comes to marketing automation–it’s already driving revenue and increasing ROI for companies at a dramatic pace. Some major takeaways to keep in mind:


  1. When used in conjunction with clear objectives, marketing automation tools have a large impact on leads and conversions.
  2. Automation isn’t a trend–it’s an increasingly popular tactic that’s still somewhat in the early stages of adoption.
  3. Marketers are using more integrated tools to not only improve efficiency, but to make their jobs easier and less stressful.


These three facts alone are fairly impressive, but it’s ultimately up to you on how you decide to leverage these resources moving forward.


Kaleigh Moore is a copywriter who helps companies craft intelligent content with a charming human element. 

  • Nick Colakovic

    Hey Kaleigh, thanks for sharing these stats. I agree that using automation tools can really make life easier, as well as they improve efficiency.

  • Francis Buttle

    Hi Kayleigh, this is an interesting and ‘charming’ set of stats. Seems like the consulting sector is way ahead of academic research – as per usual – but did you come across any academic reserach when you were busily compiling this info?

  • Bryan Colyer

    Thanks for a really helpful and one of the best automation software. API and Developer software

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