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25 Marketing Automation Stats You Need to Know

Marketing Automation Platforms

This post was updated on August 23 2017.

You could be making smarter, more informed decisions on how to spend your marketing budget. With a little help from marketing automation platforms (MAPs) like Zoho, Hubspot and Salesforce Pardot, you’ll stop hearing that little voice in your head saying, “There’s not enough time and resource for this!”. You can free-up resources and become more efficient as a business.

We’ve scoured the web to find 25 statistics that show why you should use marketing automation platforms to launch automated campaigns, score leads and capture information about your potential customers…

What the market says…

1. 67% of marketing leaders use a marketing automation platform. – Salesforce

2. 91% of marketing automation users agree it is “very important” to the overall success of their online marketing activities. – Marketo and Ascend2

3. More than half of B2B companies have made plans to adopt the technology. – Emailmonday

4. 27% of companies say they still consider themselves “new” to marketing automation. – LeadMD

5. 42% of companies use a marketing automation platform, compared to 54% using a CRM and 82% using email marketing technology. – Marketo and Ascend2

6. Industry leaders are 67% more likely to use a marketing automation platform. – Aberdeen Group

7. 86% of marketers consider “ease of use” to be the most important factor when evaluating automation tools. – Regalix

Are marketing automation platforms worth the money?

8. 57% of users think marketing automation is either an inexpensive choice or worth the money. – VB Insight

9. Nearly two-thirds of companies (63%) expect to realize the benefits of their marketing automation system within six months of implementation. – Ascend2

10. Three-quarters of marketers say the biggest benefit of automation is saving time. Other benefits include increased customer engagement (68%), more timely communications (58%) and increased opportunities such as upselling (58%). – Adestra

11. Four in five users increased their leads by using marketing automation software and almost as many (77%) saw an increase in conversions. – VB Insight

What marketing agencies say…

12. Three-quarters of users outsource all or part of their marketing automation strategy planning to benefit from specialized expertise. – Marketo and Ascend2

13. 45% of agencies rely on marketing automation platforms to show ROI and 42% use marketing automation to measure performance. – SharpSpring

14. Nearly 90% of agencies say their marketing automation strategy is successful. – SharpSpring

15. Client acquisition is a top objective for 42% of agencies with a marketing automation strategy. – SharpSpring

What should you measure?

16. The most important strategic goals of a marketing automation strategy are: increasing lead generation (61%), lead nurturing (57%) and sales revenue (47%). Next are improving customer engagement (36%), marketing productivity (29%), improving measurability (28%) and campaign targeting (22%). – Ascend2

17. More than half of B2B marketers say they’ve been more focused on improving audience segmentation and personas over the past 18 months. – Salesforce

18. 92% of users said their main goal was to improve their qualified lead pipeline, closely followed by customer retention (81%) and the lead nurturing process (66%). – LeadMD

19. 58% of industry leaders using marketing automation say that conversion rate and revenue generated are the most useful metrics to measure. – Three Deep and Ascend2

Roadblocks to adoption

20. The most significant barrier to marketing automation success is the lack of an effective strategy (52%). – Three Deep and Ascend2

21. 54% of marketers said they had planned to implement marketing automation, but felt there were other areas in need of more immediate attention. – Redeye and TFM&A Insights

22. More than half of marketers think that the implementation process of marketing automation is difficult. – and Circle Research

23. 66% of users allocate less than 10% of their budget to marketing automation. – Regalix

24. Lack of budget has stopped 54% of marketers in their tracks, preventing implementation. – Regalix

25. 85% of B2B marketers feel that they’re not using their marketing automation platform to its full potential. – SiriusDecisions

Let software handle the stressful stuff

The numbers don’t lie when it comes to marketing automation. Here’s three takeaways to keep in mind:

  • When used in conjunction with clear objectives, marketing automation tools have a big impact on leads and conversions
  • Automation isn’t a trend – it’s an increasingly popular tactic that’s eating at the bottom of the marketing ladder
  • Marketers use more integrated tools to not only improve efficiency but to make their jobs easier and less stressful.


Further Readings:

[Report] How 55 Tech Companies Define the ‘Marketing Automation Specialist’ Role –

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