Marketing automation has become a keyword of the online world. Type it into Google and you are swarmed with almost 7 million search results. However, far from joining the mass of short-lived and meaningless buzzwords, automation is growing year-on-year.
Automation refers to technology that helps companies to plan, manage and measure their marketing tasks through an automated system, with the aim to increase efficiency and revenue. This can range from email marketing to lead management. In light of its growth, we have put together 11 stats all about marketing automation, many of which are likely to surprise.
1. An average of 49% of companies are using marketing automation
Marketing automation has grown at such a speed that as of 2016, a reported 49% of companies are using the technology in their marketing strategies. And for B2B companies, this figure rises to 55%. To put this into perspective, almost 11 times more companies are using automation than were in 2011. And this growth is only set to continue.
2. By 2019, the global marketing automation market will reach $5.5 billion
In 2014, the marketing automation industry worldwide was worth $3.65 billion, but according to MarketsandMarkets, this value will soar to $5.5 billion by 2019. This would see a compound annual growth rate of 8.55%, with North America leading this growth in terms of market size.
3. The biggest benefit of marketing automation is saving time
According to a report by Adestra, 74% of respondents said the technology’s ability to save them time was its largest benefit. This was followed in close second by increased customer engagement (68%), with more timely communications and increased opportunities tied in third place (58%).
4. 80% of businesses using automation have seen an increase in leads
Leads are the lifeblood of sales, and so, a study shows, is automation. Following a study by VB Insight last year, 80% of businesses that have used automation have also enjoyed increased leads. And better still, the study suggested these are typically quality leads as 77% of the same businesses also saw an increase in conversions.
5. Google searches for marketing automation reached an all-time high in June 2016
Analysis from data sourced via Google Trends has revealed that in June 2016, Google searches for ‘marketing automation’ reached an all-time high. As shown in the below image, Google Trends’ data also shows that search volume for automation marketing has been growing at huge incremental rates, suggesting an increased interest in and awareness of the method.
6. 52% say analytics and reporting are the most useful features of automation
Marketing automation has an abundance of benefits, but following Ascend2’s survey earlier this year, analytics and reporting was found to be the most useful of all its features at 52%. Campaign management and lead nurturing tied next (46%), followed by email marketing (42%), integration capabilities (40%), lead scoring (32%) and list segmentation (26%).
The varying nature of these benefits reflects the huge number of features marketing automation offers to businesses, whatever their unique needs.
7. Marketing automation drives a 14.5% increase in sales productivity
Proving the effectiveness of marketing automation, Nucleus Research conducted a study that revealed sales productivity grew by 14.5% when automation software was used. And this isn’t at the cost of increased resources, but in fact the opposite – the same report also found that companies using automation enjoyed an average 12.2% reduction in marketing overheads.
8. Over two-thirds of top-performing small businesses utilise automation
According to Pardot, 68% of businesses ranked as ‘top performing’ are using automation in their marketing strategies. This makes them seven times more likely to be using automation than the small business ranked as ‘average’.
These top-performing businesses were also found to enjoy larger revenue growth, more lead-to-sales conversion and better customer satisfaction. Though you can’t attribute all of this success to automation alone, it certainly plays a significant role.
9. 63% of companies outgrowing their competitors are using automation
Online competition will always be tough, but with automation, Lenskold’s Lead Generation Marketing Effectiveness Study has shown that companies can have the edge. Of the companies that are growing larger than their competitors, 63% utilise automation in their marketing strategies.
10. Over 75% of email revenue is generated from alternative campaigns to ‘one-size-fits-all’
Email marketing is one of the most well-known features of automation, and according to Pardot this is for good reason – more than 75% of email revenue is made from campaigns that are not generic. 21% of this result is generated from triggered email campaigns managed through automation.
11. Small businesses using automation enjoy 50% of their revenue from existing customers
Marketing software company Pardot has found that small businesses using automation gain 50% of their revenue from existing customers. In contrast, for small businesses who don’t use automation this figure drops to 30%, requiring them to put greater focus on acquiring new customers – a typically more costly strategy than retaining existing customers.