Marketing Automation Market by Component (Software, Services), Organization Size, Applications (Lead Nurturing & Lead Scoring, Email Marketing, Social Media Marketing, Analytics & Reporting, Campaign Management), Industry & Region - Global Forecast to 2024

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Date: 10-Sep-2019
No. of pages: 134
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Growing demand for automating repetitive task of marketing processes and need for personalized marketing to maximize returns by reaching target audience are expected to drive the growth of the marketing automation market

The global marketing automation market size is expected to grow from an estimated value of USD 3.3 billion in 2019 to USD 6.4 billion by 2024, at a CAGR of 13.9% during the forecast period.The marketing automation market is driven by various factors, such as leveraging advanced technologies to automating repetitive task of marketing processes and need for personalized marketing to maximize returns by reaching the target audience. However, the security and privacy concerns for confidential data can hinder the growth of the market.

The retail and consumer goods segment is projected to grow at the highest CAGR during the forecast period

The retail and consumer goods industry is expected to contribute and grow at the highest rate during the forecast period. Companies are leveraging the industry-ready technology to enhance user experience and ensure that the customers do not switch to any of their competitors.

The industry is expanding through online marketing and look forward to having more visitors, achieve improved quality traffic, and increase conversion rates. Thus, marketers are focusing on targeting customers using different online channels and sources to reach out and convert prospects to improve sales. However, not all the channels are equally effective to target the audience. Hence, measuring the impact of marketing campaigns across the channel is extremely important for retailers to improve their RoI and use effective marketing channels for targeting audience.

Moreover, the industry deals with a large amount of customer data, that helps in predicting the customers’ behaviors and patterns through which it provides personalized experiences to its customer. Hence, marketing automation in the retail and consumer industry has a unique role in the overall business operations and is expected to deliver a higher RoI than traditional offline marketing.

The software segment expected to account for the largest share during the forecast period

Now a days, marketers across industries have started utilizing marketing automation software to understand customers’ journey, measure the effectiveness of their marketing campaigns, and generate maximum leads. The vendors in the market offer marketing automation software as standalone software or integrated with other all-inclusive marketing solutions as an advanced feature. The software helps enterprises to find the best possible marketing channels to better engage with their customers.

The marketing automation software facilitates enterprises to significantly reduce the time and cost needed to target their customers. Moreover, marketing automation also helps organizations in analyzing the behavior of their customers and thereby enhances the customer experience. This section covers the market analysis of marketing automation software that is being used across the regions.

APAC expected to grow at the highest rate during the forecast period

The marketing automation market in APAC is expected to grow at the highest CAGR during the forecast period, due to the growing need for advanced marketing solution. Marketing automation solution enables an organization to improve RoI, increase in customer engagement, generate more leads, and high conversion rates. The APAC region is expected to experience extensive growth opportunities during the forecast period. Australia and New Zealand (ANZ) and China have emerged as undisputed leaders in the marketing automation market.

In-depth interviews were conducted with Chief Executive Officers (CEOs), marketing directors, other innovation and technology directors, and executives from various key organizations operating in the marketing automation market.


  • By Company type: Tier 1 – 32%, Tier 2 – 43%, and Tier 3 – 25%

  • By Designation: C-level – 35%, Directors – 45%, and Others – 20%

  • By Region: North America–42%, Europe–35%, APAC– 15%, and RoW– 8%


Major vendors offering marketing automation software and services across the globe include HubSpot (US), Adobe (US), Oracle (US),Sales force (US), Active Campaign (US), Acoustic (US), SAS (US),Act-On Software(US), Sendinblue (France), LeadSquared (India), Keap (US), Get Response (Poland), Ontraport (US), Sharp Spring (US), SimplyCast (Canada), Click Dimensions (US), and Net-Results (US).

The study includes an in-depth competitive analysis of these key players in the marketing automation market, with their company profiles, recent developments, and key market strategies.

Research coverage

The market study covers the marketing automation market size across segments. It aims at estimating the market size and the growth potential of this market across different segments, namely, component (software and services), deployment type, organization size, application, industry, and region. The study also includes an in-depth competitive analysis of the key players in the market, along with their company profiles, key observations related to product and business offerings, recent developments, and key market strategies.

Key benefits of buying the report

The report will help the market leaders/new entrants in this market with information on the closest approximations of the revenue numbers for the overall marketing automation market and the sub segments. This report will help stakeholders understand the competitive landscape and gain more insights to position their businesses better and plan suitable go-to-market strategies. The report also helps stakeholders understand the pulse of the market and provides them with information on key market drivers, restraints, challenges, and opportunities.

Marketing Automation Market by Component (Software, Services), Organization Size, Applications (Lead Nurturing & Lead Scoring, Email Marketing, Social Media Marketing, Analytics & Reporting, Campaign Management), Industry & Region - Global Forecast to 2024

Table of Contents

1 Introduction
1.1 Objectives of the Study
1.2 Market Definition
1.3 Market Scope
1.3.1 Market Segmentation
1.3.2 Regions Covered
1.4 Years Considered for the Study
1.5 Currency Considered
1.6 Stakeholders

2 Research Methodology
2.1 Research Data
2.1.1 Secondary Data
2.1.2 Primary Data
2.1.2.1 Breakup of Primaries
2.2 Market Breakup and Data Triangulation
2.3 Market Size Estimation
2.3.1 Top-Down Approach
2.3.2 Bottom-Up Approach
2.4 Market Forecast
2.5 Assumptions for the Study
2.6 Limitations of the Study

3 Executive Summary

4 Premium Insights
4.1 Attractive Market Opportunities in the Marketing Automation Market
4.2 North America: Market By Application and Country
4.3 Market Major Countries

5 Market Overview and Industry Trends
5.1 Introduction
5.2 Market Dynamics
5.2.1 Drivers
5.2.1.1 Rising Adoption of Smac Technologies
5.2.1.2 Need for Personalized Marketing to Maximize Returns By Reaching Target Audience
5.2.1.3 Increasing Focus of Enterprises to Optimize Marketing Spending
5.2.1.4 Growing Number of Marketing Channels to Reach End Customers
5.2.2 Restraints
5.2.2.1 Security and Privacy Concerns for Confidential Data
5.2.3 Opportunities
5.2.3.1 Increasing Adoption of Ai and Ml
5.2.3.2 High Adoption of Marketing Automation Solutions Among SMES
5.2.4 Challenges
5.2.4.1 Integrating Marketing Automation Software With Other Business Applications
5.2.4.2 Inconsistent Historic Data Storage Format Makes Data Processing Difficult for Marketing Automation Vendors
5.2.4.3 Selection of Relevant Marketing Automation Software and Vendors
5.3 Industry Trends
5.3.1 Use Case 1: Acoustic
5.3.2 Use Case 2: ClickDimensions
5.3.3 Use Case 3: HubSpot

6 Marketing Automation Market By Component
6.1 Introduction
6.2 Software
6.2.1 Increasing Demand to Automate and Enhance Marketing Processes to Drive the Growth of the Marketing Automation Software
6.3 Services
6.3.1 Growing Need for Integrating Marketing Automation With Other Enterprise Business Applications to Drive the Growth of Marketing Automation Services

7 Marketing Automation Market By Organization Size
7.1 Introduction
7.2 Large Enterprises
7.2.1 Ability to Adopt Advanced Technologies to Increase the Growth of Marketing Automation in Large Enterprises
7.3 Small and Medium-Sized Enterprises
7.3.1 The Need for a Cost-Effective and Comprehensive Solution to Drive the Growth of the Marketing Automation Market Across Small and Medium-Sized Enterprises

8 Marketing Automation Market By Deployment Type
8.1 Introduction
8.2 On-Premises
8.2.1 Need for Customer Data Security to Drive the Growth of On-Premises Marketing Automation Software
8.3 Cloud
8.3.1 Scalability and Cost-Effectiveness are the Major Factors Driving the Adoption of Cloud-Based Marketing Automation

9 Marketing Automation Market By Application
9.1 Introduction
9.2 Campaign Management
9.2.1 Rise in Multichannel Communications to Drive the Demand for Campaign Management Application in the Marketing Automation Market
9.3 Email Marketing
9.3.1 Need for Personalized Messages to Drive the Adoption of Email Marketing Application
9.4 Lead Nurturing and Lead Scoring
9.4.1 Growing Need to Convert Maximum Prospects Into Customers to Increase the Adoption of Lead Nurturing and Lead Scoring Application
9.5 Social Media Marketing
9.5.1 Increasing Number of Social Media Platforms and Need for Real-Time Insights to Increase the Demand for Social Media Marketing
9.6 Inbound Marketing
9.6.1 Growing Need to Attract Potential Customers to Increase the Demand for Inbound Marketing Application
9.7 Analytics and Reporting
9.7.1 Emphasis on Analyzing Prospect Insights to Drive the Adoption of Analytics and Reporting Application
9.8 Others

10 Marketing Automation Market, By Industry
10.1 Introduction
10.2 Banking, Financial Services, and Insurance
10.2.1 Need to Promote Financial Offerings to Increase the Demand for Marketing Automation in the BFSI Industry
10.3 IT and Telecom
10.3.1 Advent of Technological Advancements to Boost the Adoption of IT and Telecom Industry in the Marketing Automation Market
10.4 Retail and Consumer Goods
10.4.1 Increased use of Social Media Platforms to Drive the Growth of Marketing Automation in Retail and Consumer Goods Industry
10.5 Travel and Hospitality
10.5.1 Need to Have a Competitive Advantage and Effectively Carry Out Marketing Campaigns Among Enterprises to Drive the Growth of the Travel and Hospitality Industry
10.6 Healthcare and Life Sciences
10.6.1 Growing Need to Deliver Personalized and Relevant Content With Prospects to Drive the Growth of Marketing Automation in the Healthcare and Life Sciences Industry
10.7 Education
10.7.1 Increased Usage of Internet and Mobile Devices Among Young Population to Drive the Growth of Marketing Automation in the Education Industry
10.8 Media and Entertainment
10.8.1 Increased Need to Enhance Customer Experience to Drive the Market in the Media and Entertainment Industry
10.9 Manufacturing
10.9.1 Increased Need to Automate Bidding and Quoting Processes to Drive the Market in the Manufacturing Industry
10.10 Others

11 Marketing Automation Market, By Region
11.1 Introduction
11.2 North America
11.2.1 United States
11.2.1.1 Presence of Major Key Vendors to Drive the Growth of Market in the US
11.2.2 Canada
11.2.2.1 Growing Adoption of Smac Technologies to Drive the Growth of Market in Canada
11.3 Europe
11.3.1 United Kingdom
11.3.1.1 Growing Multichannel Marketing and Technological Advancements to Drive the Growth of Market in the UK
11.3.2 Germany
11.3.2.1 Rising Need for Providing Enhanced Customer Experience to Drive the Growth of Market in Germany
11.3.3 Rest of Europe
11.4 Asia Pacific
11.4.1 Australia and New Zealand
11.4.1.1 Rise in Digitalization Among Enterprises to Drive the Growth of Marketing Automation in ANZ
11.4.2 China
11.4.2.1 Rise in the Adoption of Mobile Devices and Internet Penetration to Encourage Enterprises to Adopt Marketing Automation in China
11.4.3 Rest of Asia Pacific
11.5 Middle East and Africa
11.5.1 South Africa
11.5.1.1 Growing Need for Maximizing Roi to Drive the Adoption of Marketing Automation Market in South Africa
11.5.2 United Arab Emirates
11.5.2.1 Rise in the Adoption of Cloud Services to Drive the Growth of Marketing Automation in the UAE
11.5.3 Rest of Middle East and Africa
11.6 Latin America
11.6.1 Brazil
11.6.1.1 Growing Adoption of Internet to Drive the Growth of Market in Brazil
11.6.2 Mexico
11.6.2.1 Increased Awareness Among Enterprises to Smoothen Their Marketing Activities to Drive the Growth of Market in Mexico
11.6.3 Rest of Latin America

12 Competitive Landscape
12.1 Competitive Scenario
12.1.1 New Product Launches
12.1.2 Business Expansions
12.1.3 Acquisitions
12.1.4 Partnerships and Collaborations
12.2 Competitive Leadership Mapping
12.2.1 Visionary Leaders
12.2.2 Innovators
12.2.3 Dynamic Differentiators
12.2.4 Emerging Companies

13 Company Profiles
13.1 Introduction
(Business Overview, Products, Solutions, Platforms & Software, Key Insights, Recent Developments, SWOT Analysis, MnM View)*
13.2 Adobe
13.3 HubSpot
13.4 Salesforce
13.5 SAS
13.6 Oracle
13.7 Acoustic
13.8 Act-On Software
13.9 Sendinblue
13.10 ActiveCampaign
13.11 SimplyCast
13.12 ClickDimensions
13.13 LeadSquared
13.14 Keap
13.15 GetResponse
13.16 Ontraport
13.17 SharpSpring
13.18 Net-Results

*Details on Business Overview, Products, Solutions, Platforms, & Software, Key Insights, Recent Developments, SWOT Analysis, MnM View Might Not be Captured in Case of Unlisted Companies.

14 Appendix
14.1 Discussion Guide
14.2 Knowledge Store: Marketsandmarkets’ Subscription Portal
14.3 Available Customizations
14.4 Related Reports
14.5 Author Details

List of Tables

Table 1 United States Dollar Exchange Rate, 2016–2018
Table 2 Factor Analysis
Table 3 Marketing Automation Market Size, By Component, 2017–2024 (USD Million)
Table 4 Software: Market Size By Region, 2017–2024 (USD Million)
Table 5 Services: Market Size By Region, 2017–2024 (USD Million)
Table 6 Marketing Automation Market Size, By Organization Size, 2017–2024 (USD Million)
Table 7 Large Enterprises: Market Size By Region, 2017–2024 (USD Million)
Table 8 Small and Medium-Sized Enterprises: Market Size By Region, 2017–2024 (USD Million)
Table 9 Marketing Automation Market Size, By Deployment Type, 2017–2024 (USD Million)
Table 10 On-Premises: Market Size By Region, 2017–2024 (USD Million)
Table 11 Cloud: Market Size By Region, 2017–2024 (USD Million)
Table 12 Marketing Automation Market Size, By Application, 2017–2024 (USD Million)
Table 13 Campaign Management: Market Size By Region, 2017–2024 (USD Thousand)
Table 14 Email Marketing: Market Size By Region, 2017–2024 (USD Thousand)
Table 15 Lead Nurturing and Lead Scoring: Market Size By Region, 2017–2024 (USD Thousand)
Table 16 Social Media Marketing: Market Size By Region, 2017–2024 (USD Thousand)
Table 17 Inbound Marketing: Market Size By Region, 2017–2024 (USD Thousand)
Table 18 Analytics and Reporting: Market Size By Region, 2017–2024 (USD Thousand)
Table 19 Others: Market Size By Region, 2017–2024 (USD Thousand)
Table 20 Marketing Automation Market Size, By Industry, 2017–2024 (USD Million)
Table 21 Banking, Financial Services, and Insurance: Market Size By Region, 2017–2024 (USD Million)
Table 22 IT and Telecom: Market Size By Region, 2017–2024 (USD Million)
Table 23 Retail and Consumer Goods: Market Size By Region, 2017–2024 (USD Million)
Table 24 Travel and Hospitality: Market Size By Region, 2017–2024 (USD Million)
Table 25 Healthcare and Life Sciences: Market Size By Region, 2017–2024 (USD Million)
Table 26 Education: Market Size By Region, 2017–2024 (USD Million)
Table 27 Media and Entertainment: Market Size By Region, 2017–2024 (USD Million)
Table 28 Manufacturing: Market Size By Region, 2017–2024 (USD Million)
Table 29 Others: Market Size By Region, 2017–2024 (USD Million)
Table 30 Marketing Automation Market Size, By Region, 2017–2024 (USD Million)
Table 31 North America: Market Size By Component, 2017–2024 (USD Million)
Table 32 North America: Market Size By Organization Size, 2017–2024 (USD Million)
Table 33 North America: Market Size By Deployment Type, 2017–2024 (USD Million)
Table 34 North America: Market Size By Application, 2017–2024 (USD Thousand)
Table 35 North America: Market Size By Industry, 2017–2024 (USD Thousand)
Table 36 North America: Market Size By Country, 2017–2024 (USD Million)
Table 37 Europe: Marketing Automation Market Size, By Component, 2017–2024 (USD Million)
Table 38 Europe: Market Size By Organization Size, 2017–2024 (USD Million)
Table 39 Europe: Market Size By Deployment Type, 2017–2024 (USD Million)
Table 40 Europe: Market Size By Application, 2017–2024 (USD Thousand)
Table 41 Europe: Market Size By Industry, 2017–2024 (USD Thousand)
Table 42 Europe: Market Size By Country, 2017–2024 (USD Million)
Table 43 Asia Pacific: Marketing Automation Market Size, By Component, 2017–2024 (USD Million)
Table 44 Asia Pacific: Market Size By Organization Size, 2017–2024 (USD Million)
Table 45 Asia Pacific: Market Size By Deployment Type, 2017–2024 (USD Million)
Table 46 Asia Pacific: Market Size By Application, 2017–2024 (USD Thousand)
Table 47 Asia Pacific: Market Size By Industry, 2017–2024 (USD Thousand)
Table 48 Asia Pacific: Market Size By Country, 2017–2024 (USD Million)
Table 49 Middle East and Africa: Marketing Automation Market Size, By Component, 2017–2024 (USD Million)
Table 50 Middle East and Africa: Market Size By Organization Size, 2017–2024 (USD Million)
Table 51 Middle East and Africa: Market Size By Deployment Type, 2017–2024 (USD Million)
Table 52 Middle East and Africa: Market Size By Application, 2017–2024 (USD Thousand)
Table 53 Middle East and Africa: Market Size By Industry, 2017–2024 (USD Thousand)
Table 54 Middle East and Africa: Market Size By Country, 2017–2024 (USD Million)
Table 55 Latin America: Marketing Automation Market Size, By Component, 2017–2024 (USD Million)
Table 56 Latin America: Market Size By Organization Size, 2017–2024 (USD Million)
Table 57 Latin America: Market Size By Deployment Type, 2017–2024 (USD Million)
Table 58 Latin America: Market Size By Application, 2017–2024 (USD Thousand)
Table 59 Latin America: Market Size By Industry, 2017–2024 (USD Thousand)
Table 60 Latin America: Market Size By Country, 2017–2024 (USD Million)
Table 61 New Product Launches, 2018–2019
Table 62 Business Expansions, 2017–2018
Table 63 Acquisitions, 2017–2019
Table 64 Partnerships and Collaborations, 2017–2019

List of Figures

Figure 1 Marketing Automation Market: Research Design
Figure 2 Market Top-Down and Bottom-Up Approaches
Figure 3 Top 3 Segments Dominating the Marketing Automation Market in 2019
Figure 4 North America to Account for the Highest Market Share in 2019
Figure 5 Growing Focus of Organizations on Automating the Marketing Process to Drive the Marketing Automation Market Growth
Figure 6 Lead Nurturing and Lead Scoring Segment and United States to Account for the Highest Market Shares in the North American Marketing Automation Market in 2019
Figure 7 Australia and New Zealand to Grow at the Highest CAGR During the Forecast Period
Figure 8 Drivers, Restraints, Opportunities, and Challenges: Marketing Automation Market
Figure 9 Services Segment to Grow at a Higher CAGR During the Forecast Period
Figure 10 Small and Medium-Sized Enterprises Segment to Grow at a Higher CAGR During the Forecast Period
Figure 11 Cloud Segment to Grow at a Higher CAGR During the Forecast Period
Figure 12 Social Media Marketing Application to Grow at the Highest CAGR During the Forecast Period
Figure 13 Retail and Consumer Goods Industry to Grow at the Highest CAGR During the Forecast Period
Figure 14 Asia Pacific to Grow at the Highest CAGR During the Forecast Period
Figure 15 North America: Market Snapshot
Figure 16 Asia Pacific: Market Snapshot
Figure 17 Key Developments in the Market During 2018–2019
Figure 18 Marketing Automation Market (Global) Competitive Leadership Mapping, 2019
Figure 19 Geographic Revenue Mix of the Top Market Players
Figure 20 Adobe: Company Snapshot
Figure 21 Adobe: SWOT Analysis
Figure 22 HubSpot: Company Snapshot
Figure 23 HubSpot: SWOT Analysis
Figure 24 Salesforce: Company Snapshot
Figure 25 Salesforce: SWOT Analysis
Figure 26 SAS: Company Snapshot
Figure 27 Oracle: Company Snapshot
Figure 28 Oracle: SWOT Analysis

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