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30 Shocking Marketing Automation Stats for 2014

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If there’s one area of sales and marketing technology that’s en vogue for 2014, it’s hands-down the marketing automation software industry. While those of us in the B2B software marketing space might think marketing automation is old news, that’s because we’re actually the early adopters of this massive market that’s just beginning its growth trajectory. The marketing automation stats we’ve uncovered show that there’s plenty of room for expansion, and that the industry is prime for even more growth and attention in the coming year, as new industries and B2C companies jump on board.

Businessman Drawing A New Project

Don’t believe me? Here are 30 shocking marketing automation stats that say otherwise:

Marketing Automation Stats: Industry Growth

1. There are 211 different marketing automation solutions on the market today (Source: Capterra) <<Tweet this stat!

2. Revenue in the marketing automation industry is predicted to grow by 60% in 2014. That’s up from 50% annual growth in 2012 and 2013. (Source: Customer Experience Matrix) <<Tweet this stat!

MA Rev 20143. There are 947 different marketing technologies available to marketers in 2014. That’s up from ~350 in September 2012 and ~100 in August 2011. (Source: Chief Marketing Technologist) <<Tweet this stat!

4. Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Source: Focus Research via Hubspot) <<Tweet this stat!

5. Monthly Google searches for the term “marketing automation” have grown by 22% in the past year, from 3600 in February 2013 to 4400 in January 2014 (Source: Google Keyword Planner) <<Tweet this stat!

6. Despite significant consolidation in the marketing automation industry over the past 5 years– Adobe (Neolane), IBM (Unica), Oracle (Eloqua and Responsys), Salesforce.com (Pardot and ExactTarget), and Teradata (Aprimo) –   it’s still the second largest category of marketing technologies thanks to ever-emerging new entrants to the space. (Source: Chief Marketing Technologist) <<Tweet this stat!

7. The number of marketing automation solutions listed on Capterra has grown by 17% in the past 2 years (Source: Capterra) <<Tweet this stat!

 

Marketing Automation Adoption Rates

8.  Marketing automation software only has 3% adoption in non-tech companies. (Source: VentureBeat) <<Tweet this stat!

9.  In fact, among 186,500 businesses surveyed in January 2014, only 3% used one of the four most common marketing automation systems– Eloqua, Marketo, HubSpot, or Pardot. (Source: Mintigo) <<Tweet this stat!

10. 25% of B2B Fortune 500 companies already use marketing automation, as do 76% of the world’s largest SaaS companies. (Pardot)  <<Tweet this stat!

11. The 5 industries with the highest marketing automation adoption rates are 1. Software & Internet, 2. Telecommunications, 3. Computer & Electronics, 4. Health & Pharma, and 5. Business Services (Source: Mintigo) <<Tweet this stat!

Mintigo Industry Adoption12. Of companies that use cloud-based marketing automation tools, 50% of them use multiple marketing automation systems. (Source: VentureBeat) <<Tweet this stat!

13. 85% of B2B marketers using marketing automation platforms in 2014 feel that they’re not using them to their full potential. (Source: SiriusDecisions) <<Tweet this stat!

14. 75% of companies using marketing automation software implemented their platform in less than 6 months. 7% took over a year to implement. (Source: PepperGlobal) <<Tweet this stat!

15. Only 8% of organizations in a recent survey were using marketing automation to nurture their existing customers (Source: SiriusDecisions) <<Tweet this stat!

 

Marketing Automation Talent

16. There are currently more than 3,500 job openings for Marketing Automation Managers (Source: Indeed.com) <<Tweet this stat!

17. The number of marketing automation jobs has increased by 25% in just the past 4 months. In October 2013, there were 2,800 job postings with marketing automation in the description. (Source: Eloqua) <<Tweet this stat!

18. Marketing automation skills are among the most coveted digital marketing skills for 2014. However, there’s a 24% talent gap between how much marketing executives say they value marketing automation skills and how much marketing automation talent their teams actually possess. (Source: Online Marketing Institute) <<Tweet this stat!

Talent Gap19. 32% of marketing automation job roles are Manager-level responsibilities, followed by 21% that are VP-level roles, and then 19% that are Administrative roles (Source: Eloqua) <<Tweet this stat!

 

Marketing Automation Buying Trends

20. 41% of B2B Marketers plan to increase their marketing automation budget in 2014. (Source: PepperGlobal) <<Tweet this stat!

21. CEOs and Business Owners are 25% more likely to be involved in a marketing automation software purchase than they are to get involved in other business software purchases. (Source: Capterra) <<Tweet this stat!

22. The top consideration factors when evaluating marketing automation software are 1. Price, 2. Product integration (CRM, social, mobile, etc.), and 3. Ease of use (Source: PepperGlobal) <<Tweet this stat!

23. In a 2014 comparison of marketing automation pricing among seven leading solutions, Infusionsoft had the lowest starting price at $199/month, while Marketo and Eloqua had the most expensive starting prices at $2000/month. (Source: Capterra) <<Tweet this stat!

Marketing Automation Pricing Comparison24. Lead nurturing functionality is the #1 most important feature to marketing automation software buyers, followed by CRM integration and analytics/reporting. (Source: PepperGlobal) <<Tweet this stat!

25. Hubspot is the leading marketing automation platform for very small companies; Marketo is used most commonly by mid-size businesses; and Eloqua is the most popular choice for large enterprises. (Source: PepperGlobal) <<Tweet this stat!

 

Marketing Automation Benefits

26. 63% of companies that are outgrowing their competitors use marketing automation software. (Source: Position2) <<Tweet this stat!

Position2 Infographic27. Gartner estimates a 15% savings on creative production when businesses use a marketing automation system. (Source: Gartner via Hubspot) <<Tweet this stat!

28. 78% of high-performing marketers say that marketing automation software is responsible for improving revenue contribution. (Source: Position2) <<Tweet this stat!

29. Companies using marketing automation platforms are more likely to be PPC advertisers than those that don’t. 51% of Marketo users and 46% of Eloqua users run a PPC program, compared to just 14% overall PPC campaign usage. (Source: Mintigo) <<Tweet this stat!

30. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research via Pardot) <<Tweet this stat!

 

As you can see, there are innumerable benefits to using marketing automation, not many marketers who know how to do it well, and 97% of companies that haven’t even tried it out yet.  So what are you waiting for? Compare your marketing automation software options and ride this wave to marketing success in 2014!

Looking for Marketing Automation software? Check out Capterra's list of the best Marketing Automation software solutions.

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About the Author

Katie Hollar

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Katie is the Director of Marketing at Capterra - a free resource that helps businesses find the right software. Her work has been published in VentureBeat, MarketingProfs, CustomerThink, and the Demand Gen Report, and she has been featured in CIO, AdAge, and Website Magazine. Katie has a love of all things marketing, but she is particularly fond of social media and marketing automation. She is a UVA grad (Wahoowa!) and in her free time enjoys reading, running, and cooking. Follow her on Twitter @khollar.

Comments

It would be interesting to find stats showing accelerated growth rates of companies after their adoption of marketing automation.

This would be different from #26: ‘63% of companies that are outgrowing their competitors use marketing automation software’ if it could show that marketing automation was the cause of their accelerated growth rates.

Colin Goldberg

Thanks for your comment, Colin!

Marketo actually put out some research about accelerated growth rates of companies using marketing automation and the ROI they experienced, although it is a couple years old: http://blog.marketo.com/2012/10/the-roi-of-marketing-automation.html

[…] Marketing Automation Stats: Industry Growth (Source: Capterra) […]

[…] The marketing automation industry is predicted to grow by 60 percent in 2014, according to the Customer Experience Matrix, indicating that marketing teams will have even more resources to turn to in the […]

[…] Therefore, with greater demand for marketing automation, the number of marketing automation jobs increased by 25% in four months in October 2013. Marketing automation skills are among the most coveted digital marketing skills for 2014. However, there’s a 24% talent gap between how much marketing executives say they value marketing automation skills and how much marketing automation talent their teams actually possess. Discover more marketing automation stats at: http://blog.capterra.com/30-marketing-automation-stats-2014/ […]

[…] Twenty five percent of business-to-business Fortune 500 companies have adopted a marketing automation platform for their marketing efforts and seventy eight percent of high-performing marketers say that marketing automation software is responsible for improving revenue contribution (see more cool stats like these here). […]

[…] automation industry is set to reach the $4.8 billion dollar level. Katie Holler of Capterra curated a ton of stats to show how the marketing automation industry is booming. There are at least 211 marketing […]

[…] great 4th of July weekend, and are enjoying summer! We stumbled across an interesting collection of marketing automation stats for 2014, and thought we’d share a few of the more surprising and interesting ones. (Incidentally, the […]

[…] Marketers who use marketing automation software today often can’t imagine their work day without it. Though surprisingly, only 16% of B2B companies use marketing automation software. This low number is shocking considering 78% of high-performing marketers say marketing automation is responsible for improving revenue contribution (source). […]

[…] start with a few statistics from the murky world of marketing automation. (Thank you, Capterra for aggregating these for […]

[…] Marketers who use marketing automation software today often can’t imagine their work day without it. Though surprisingly, only 16% of B2B companies use marketing automation software. This low number is shocking considering 78% of high-performing marketers say marketing automation is responsible for improving revenue contribution (source). […]

Loved this blog post! Thanks for sharing.. I’ve actually used quite a few marketing automation platforms over the past 8 years and written a small blog post evaluating the options available. Check it out at http://www.marketingfox.net/#!blogger-feed/c48e

[…] expected to top $1.2B, which is an increase of over 50% on the previous years (2012 $500m) (Source: http://blog.capterra.com/30- marketing-automation-stats- 2014). Not bad for an industry that barely existed in 2008. There are many reason you can attribute […]

[…] of Automation system. While there are many success metrics supporting the use of these systems (here and here are just a couple examples) this post isn’t about why you need to use an automation tool […]

[…] is one of the hottest industries to get involved in. We’re talking billions of dollars, high year over year growth and still plenty of room for new sales opportunities due to the slow-but-steady growing rate of […]

[…] marketing automation seeing the fastest growth of any CRM-related segment in the last 5 years, it is important to understand the differences […]

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[…] Imagine how efficient your marketing strategies and implementation will look like when stand-alone programs like social media, lead generation, email marketing, and many more are bind together. Without anyone looking at what is happening, with your marketing strategies automated, your business is evolved into new era of relationship- based marketing with great results. Focus research has mentioned that marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. […]

[…] are just a few. There are hundreds of others (211 as reported by Capterra) on the market […]

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[…] You can read some more interesting statistics in a report by Capterra. […]

Great collection!
You have shared very amazing stats facts and figures…I wasn’t aware this much about marketing strategies…
From last one month, I was confused that content marketing will still grow in future or we could not make pretty much money from online marketing business?
But after observing so many companies thriving for marketing…I am sure that we can make huge profits from web business…
Regards,
Vickie

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[…] interesting stats via blog post by Capterra ’30 Shocking Marketing Automation Stats for […]

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