The global marketing automation market grew at a CAGR of around 13% during 2015-2020. Marketing automation streamlines marketing processes by automating repetitive tasks and managing multifunctional campaigns across multiple channels, including web, text, email and social media. It helps in email marketing, landing page creation, cross-channel marketing campaigns, cross-sell and up-sell, retention, website personalization, return on investment (ROI) measurement, and lead generation, nurturing and scoring. It enables organizations to maximize ROI, save time and resources, increase operational efficiency, focus on strategic work, and attain higher revenue and faster growth at a lower cost. Consequently, it is gaining traction in both business-to-business (B2B) and business-to-consumer (B2C) companies worldwide.

With rapid digitization and the growing complexity of business processes, the application of marketing automation is increasing. It is employed to simplify marketing practices and automate the lead qualification process and initial consumer interactions to post-sales support and digital campaign creation. Moreover, small and medium-sized enterprises (SMEs) are adopting marketing automation to align sales, scale programs, track customer engagement, and deliver personalized and targeted communications. The rising focus on email, social media, inbound and account-based marketing (ABM) is also contributing to the market growth. Furthermore, marketing automation is employed in the healthcare industry to build appointment forms and minimize their drop-offs. Apart from this, the increasing volume of online data is resulting in the expanding utilization of marketing automation in the banking, financial services and insurance (BFSI) sector to survive changing dynamics in the marketing ecosystem. The integration of artificial intelligence (AI) is also anticipated to drive the market in the coming years. Looking forward, IMARC Group expects the global marketing automation market to exhibit strong growth during the next five years.

Key Market Segmentation:
IMARC Group provides an analysis of the key trends in each sub-segment of the global marketing automation market, along with forecasts at the global, regional and country level from 2021-2026. Our report has categorized the market based on region, component type, deployment type, end user, application and vertical.

Breakup by Component Type:


Breakup by Deployment Type:


Breakup by End User:

Large Enterprises

Breakup by Application:

Campaign Management
Email Marketing
Lead Nurturing and Lead Scoring
Social Media Marketing
Inbound Marketing

Breakup by Vertical:

IT and Telecom
Entertainment and Media

Breakup by Region:

North America
United States
South Korea
United Kingdom
Latin America
Middle East and Africa

Competitive Landscape:
The competitive landscape of the industry has also been examined along with the profiles of the key players being Activecampaign LLC, Act-On Software Inc., Adobe Inc., Cognizant Technology Solutions Corporation, Hubspot Inc., International Business Machines Corporation, Oracle Corporation, Inc., SAP SE, SAS Institute Inc. and Teradata Corporation.

Key questions answered in this report:
How has the global marketing automation market performed so far and how will it perform in the coming years?
What has been the impact of COVID-19 on the global marketing automation market?
What are the key regional markets?
What is the breakup of the market based on the component type?
What is the breakup of the market based on the deployment type?
What is the breakup of the market based on the end user?
What is the breakup of the market based on the application?
What is the breakup of the market based on the vertical?
What are the various stages in the value chain of the industry?
What are the key driving factors and challenges in the industry?
What is the structure of the global marketing automation market and who are the key players?
What is the degree of competition in the industry?