Digital Marketing

5 Key Marketing Automation Statistics

By David Tomas, on 30 June 2020

More than a trend, marketing automation is already an inescapable reality. For B2B marketers, having a marketing automation platform allows you to run, manage, automate and monitor your campaigns across multiple channels.

In this article we’ll review the reality of marketing automation by looking at 5 key statistics to understand its present and its future, drawn from the study B2B Marketing Automation Platforms: A Marketer's Guide. Let’s get started!

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5 Key Marketing Automation Statistics

5 Key Marketing Automation Statistics

1) Investment in marketing technology rose from 22% of the marketing budget in 2017-18 to 29% in 2018-19

The overall marketing budget remained stable compared to the previous year (11.2% of companies' revenue). However, the marketing technology game did experience a significant increase and was expected to continue to increase in subsequent years.

The obvious conclusion is that B2B marketers recognize the importance of marketing automation and are willing to bet on it.

Source: Martech Today, B2B Marketing Automation Platforms: A Marketer's Guide.

2) Global spending on marketing automation technology will reach $25.1 billion in 2023

As a reference, in 2017 this expenditure was $11.4 billion, so we're talking about annual growth of 14%.

Source: Forrester, Marketing Automation Technology Forecast, 2017-23 (Marketing Automation Technology Forecasts, 2017-23)

3) For 64% of marketers, ease of deployment is the most important aspect when choosing an automation marketing system

Technical support (mentioned by 42% of respondents) and cross-platform integration (important to 41%) are important to them. Other relevant factors were industry analysts' scores, analytical capabilities, and price/licensing.

Source: Adestra, State of Marketing Automation Benchmarks

4) More than half of marketers are implementing Marketing automation in their content marketing strategies

When we think of marketing automation, usually the first thing that comes to mind is email marketing and contact management. But the fact is that the capabilities of this technology go far beyond that.

When asked what type of technology they use to manage their content marketing initiatives, 54% of B2B marketers mention marketing automation. This technology ranks fourth in importance after publishing and social media analytics (84%), email marketing software (81%), and analytics tools (77%).

Source: Content Marketing Institute, B2B Content Marketing 2020 Benchmarks, Budgets and Trends.

5) 85% of B2B marketers believe they are not harnessing the full potential of marketing automation

Only 26% of B2B marketing automation users have fully implemented their system, and 44% say they are not completely satisfied with it. The bottom line is that Marketing automation is a technology with a lot of potential, but we still have a way to go to get the most out of it. So, let’s get to work!

How to Automate Sales in 5 Steps

David Tomas

CEO y cofundador de Cyberclick. Cuenta con más de 20 años de experiencia en el mundo online. Es ingeniero y cursó un programa de Entrepreneurship en MIT, Massachusetts Institute of Technology. En 2012 fue nombrado uno de los 20 emprendedores más influyentes en España, menores de 40 años, según la Global Entrepreneurship Week 2012 e IESE. Autor de "La empresa más feliz del mundo" y "Diario de un Millennial".