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

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
Nowadays, 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), Salesforce (US), ActiveCampaign (US), Acoustic (US), SAS (US), Act-On Software (US), Sendinblue (France), LeadSquared (India), Keap (US), GetResponse (Poland), Ontraport (US), SharpSpring (US), SimplyCast (Canada), ClickDimensions (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 subsegments. 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.

TABLE OF CONTENTS

1 INTRODUCTION 16
1.1 OBJECTIVES OF THE STUDY 16
1.2 MARKET DEFINITION 16
1.3 MARKET SCOPE 16
1.3.1 MARKET SEGMENTATION 17
1.3.2 REGIONS COVERED 17
1.4 YEARS CONSIDERED FOR THE STUDY 18
1.5 CURRENCY CONSIDERED 18
1.6 STAKEHOLDERS 19
2 RESEARCH METHODOLOGY 20
2.1 RESEARCH DATA 20
2.1.1 SECONDARY DATA 21
2.1.2 PRIMARY DATA 21
2.1.2.1 Breakup of primaries 21
2.2 MARKET BREAKUP AND DATA TRIANGULATION 22
2.3 MARKET SIZE ESTIMATION 22
2.3.1 TOP-DOWN APPROACH 23
2.3.2 BOTTOM-UP APPROACH 23
2.4 MARKET FORECAST 24
2.5 ASSUMPTIONS FOR THE STUDY 25
2.6 LIMITATIONS OF THE STUDY 25
3 EXECUTIVE SUMMARY 26
4 PREMIUM INSIGHTS 29
4.1 ATTRACTIVE MARKET OPPORTUNITIES IN THE MARKETING AUTOMATION MARKET 29
4.2 NORTH AMERICA: MARKETING AUTOMATION MARKET, BY APPLICATION AND COUNTRY 30
4.3 MARKETING AUTOMATION MARKET: MAJOR COUNTRIES 31
5 MARKET OVERVIEW AND INDUSTRY TRENDS 32
5.1 INTRODUCTION 32
5.2 MARKET DYNAMICS 32
5.2.1 DRIVERS 33
5.2.1.1 Rising adoption of SMAC technologies 33
5.2.1.2 Need for personalized marketing to maximize returns by reaching target audience 33
5.2.1.3 Increasing focus of enterprises to optimize marketing spending 33
5.2.1.4 Growing number of marketing channels to reach end customers 34
5.2.2 RESTRAINTS 34
5.2.2.1 Security and privacy concerns for confidential data 34
5.2.3 OPPORTUNITIES 34
5.2.3.1 Increasing adoption of AI and ML 34
5.2.3.2 High adoption of marketing automation solutions among SMEs 35
5.2.4 CHALLENGES 35
5.2.4.1 Integrating marketing automation software with other business applications 35
5.2.4.2 Inconsistent historic data storage format makes data processing difficult for marketing automation vendors 35
5.2.4.3 Selection of relevant marketing automation software and vendors 36
5.3 INDUSTRY TRENDS 36
5.3.1 USE CASE 1: ACOUSTIC 36
5.3.2 USE CASE 2: CLICKDIMENSIONS 37
5.3.3 USE CASE 3: HUBSPOT 37
6 MARKETING AUTOMATION MARKET, BY COMPONENT 38
6.1 INTRODUCTION 39
6.2 SOFTWARE 40
6.2.1 INCREASING DEMAND TO AUTOMATE AND ENHANCE MARKETING PROCESSES TO DRIVE THE GROWTH OF THE MARKETING AUTOMATION SOFTWARE 40
6.3 SERVICES 41
6.3.1 GROWING NEED FOR INTEGRATING MARKETING AUTOMATION WITH OTHER ENTERPRISE BUSINESS APPLICATIONS TO DRIVE THE GROWTH OF MARKETING AUTOMATION SERVICES 41
7 MARKETING AUTOMATION MARKET, BY ORGANIZATION SIZE 42
7.1 INTRODUCTION 43
7.2 LARGE ENTERPRISES 44
7.2.1 ABILITY TO ADOPT ADVANCED TECHNOLOGIES TO INCREASE THE GROWTH OF MARKETING AUTOMATION IN LARGE ENTERPRISES 44
7.3 SMALL AND MEDIUM-SIZED ENTERPRISES 45
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 45
8 MARKETING AUTOMATION MARKET, BY DEPLOYMENT TYPE 46
8.1 INTRODUCTION 47
8.2 ON-PREMISES 48
8.2.1 NEED FOR CUSTOMER DATA SECURITY TO DRIVE THE GROWTH OF ON-PREMISES MARKETING AUTOMATION SOFTWARE 48
8.3 CLOUD 49
8.3.1 SCALABILITY AND COST-EFFECTIVENESS ARE THE MAJOR FACTORS DRIVING THE ADOPTION OF CLOUD-BASED MARKETING AUTOMATION 49
9 MARKETING AUTOMATION MARKET, BY APPLICATION 50
9.1 INTRODUCTION 51
9.2 CAMPAIGN MANAGEMENT 52
9.2.1 RISE IN MULTICHANNEL COMMUNICATIONS TO DRIVE THE DEMAND FOR CAMPAIGN MANAGEMENT APPLICATION IN THE MARKETING AUTOMATION MARKET 52
9.3 EMAIL MARKETING 53
9.3.1 NEED FOR PERSONALIZED MESSAGES TO DRIVE THE ADOPTION OF EMAIL MARKETING APPLICATION 53
9.4 LEAD NURTURING AND LEAD SCORING 54
9.4.1 GROWING NEED TO CONVERT MAXIMUM PROSPECTS INTO CUSTOMERS TO INCREASE THE ADOPTION OF LEAD NURTURING AND LEAD SCORING APPLICATION 54
9.5 SOCIAL MEDIA MARKETING 55
9.5.1 INCREASING NUMBER OF SOCIAL MEDIA PLATFORMS AND NEED FOR REAL-TIME INSIGHTS TO INCREASE THE DEMAND FOR SOCIAL MEDIA MARKETING 55
9.6 INBOUND MARKETING 56
9.6.1 GROWING NEED TO ATTRACT POTENTIAL CUSTOMERS TO INCREASE THE DEMAND FOR INBOUND MARKETING APPLICATION 56
9.7 ANALYTICS AND REPORTING 57
9.7.1 EMPHASIS ON ANALYZING PROSPECT INSIGHTS TO DRIVE THE ADOPTION OF ANALYTICS AND REPORTING APPLICATION 57
9.8 OTHERS 58
10 MARKETING AUTOMATION MARKET, BY INDUSTRY 59
10.1 INTRODUCTION 60
10.2 BANKING, FINANCIAL SERVICES, AND INSURANCE 61
10.2.1 NEED TO PROMOTE FINANCIAL OFFERINGS TO INCREASE THE DEMAND FOR MARKETING AUTOMATION IN THE BFSI INDUSTRY 61
10.3 IT AND TELECOM 62
10.3.1 ADVENT OF TECHNOLOGICAL ADVANCEMENTS TO BOOST THE ADOPTION OF IT AND TELECOM INDUSTRY IN THE MARKETING AUTOMATION MARKET 62
10.4 RETAIL AND CONSUMER GOODS 63
10.4.1 INCREASED USE OF SOCIAL MEDIA PLATFORMS TO DRIVE THE GROWTH OF MARKETING AUTOMATION IN RETAIL AND CONSUMER GOODS INDUSTRY 63
10.5 TRAVEL AND HOSPITALITY 64
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 64
10.6 HEALTHCARE AND LIFE SCIENCES 65
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 65
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10.7 EDUCATION 66
10.7.1 INCREASED USAGE OF INTERNET AND MOBILE DEVICES AMONG YOUNG POPULATION TO DRIVE THE GROWTH OF MARKETING AUTOMATION IN THE EDUCATION INDUSTRY 66
10.8 MEDIA AND ENTERTAINMENT 67
10.8.1 INCREASED NEED TO ENHANCE CUSTOMER EXPERIENCE TO DRIVE THE MARKETING AUTOMATION MARKET IN THE MEDIA AND ENTERTAINMENT INDUSTRY 67
10.9 MANUFACTURING 68
10.9.1 INCREASED NEED TO AUTOMATE BIDDING AND QUOTING PROCESSES TO DRIVE THE MARKETING AUTOMATION MARKET IN THE MANUFACTURING INDUSTRY 68
10.10 OTHERS 69
11 MARKETING AUTOMATION MARKET, BY REGION 70
11.1 INTRODUCTION 71
11.2 NORTH AMERICA 72
11.2.1 UNITED STATES 76
11.2.1.1 Presence of major key vendors to drive the growth of marketing automation market in the US 76
11.2.2 CANADA 77
11.2.2.1 Growing adoption of SMAC technologies to drive the growth of marketing automation market in Canada 77
11.3 EUROPE 77
11.3.1 UNITED KINGDOM 80
11.3.1.1 Growing multichannel marketing and technological advancements to drive the growth of marketing automation market in the UK 80
11.3.2 GERMANY 80
11.3.2.1 Rising need for providing enhanced customer experience to drive the growth of marketing automation market in Germany 80
11.3.3 REST OF EUROPE 81
11.4 ASIA PACIFIC 81
11.4.1 AUSTRALIA AND NEW ZEALAND 85
11.4.1.1 Rise in digitalization among enterprises to drive the growth of marketing automation in ANZ 85
11.4.2 CHINA 85
11.4.2.1 Rise in the adoption of mobile devices and internet penetration to encourage enterprises to adopt marketing automation in China 85
11.4.3 REST OF ASIA PACIFIC 85
11.5 MIDDLE EAST AND AFRICA 85
11.5.1 SOUTH AFRICA 88
11.5.1.1 Growing need for maximizing RoI to drive the adoption of marketing automation market in South Africa 88
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11.5.2 UNITED ARAB EMIRATES 88
11.5.2.1 Rise in the adoption of cloud services to drive the growth of marketing automation in the UAE 88
11.5.3 REST OF MIDDLE EAST AND AFRICA 89
11.6 LATIN AMERICA 89
11.6.1 BRAZIL 92
11.6.1.1 Growing adoption of internet to drive the growth of marketing automation market in Brazil 92
11.6.2 MEXICO 92
11.6.2.1 Increased awareness among enterprises to smoothen their marketing activities to drive the growth of marketing automation market in Mexico 92
11.6.3 REST OF LATIN AMERICA 92
12 COMPETITIVE LANDSCAPE 93
12.1 COMPETITIVE SCENARIO 93
12.1.1 NEW PRODUCT LAUNCHES 94
12.1.2 BUSINESS EXPANSIONS 95
12.1.3 ACQUISITIONS 95
12.1.4 PARTNERSHIPS AND COLLABORATIONS 96
12.2 COMPETITIVE LEADERSHIP MAPPING 97
12.2.1 VISIONARY LEADERS 97
12.2.2 INNOVATORS 97
12.2.3 DYNAMIC DIFFERENTIATORS 97
12.2.4 EMERGING COMPANIES 97
13 COMPANY PROFILES 99
13.1 INTRODUCTION 99
(Business Overview, Products, Solutions, Platforms & Software, Key Insights, Recent Developments, SWOT Analysis, MnM View)*
13.2 ADOBE 100
13.3 HUBSPOT 103
13.4 SALESFORCE 106
13.5 SAS 109
13.6 ORACLE 111
13.7 ACOUSTIC 115
13.8 ACT-ON SOFTWARE 116
13.9 SENDINBLUE 118
13.10 ACTIVECAMPAIGN 119
13.11 SIMPLYCAST 120
13.12 CLICKDIMENSIONS 121
13.13 LEADSQUARED 123
13.14 KEAP 123
13.15 GETRESPONSE 124
13.16 ONTRAPORT 124
13.17 SHARPSPRING 125
13.18 NET-RESULTS 125
*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 126
14.1 DISCUSSION GUIDE 126
14.2 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 131
14.3 AVAILABLE CUSTOMIZATIONS 133
14.4 RELATED REPORTS 133
14.5 AUTHOR DETAILS 134