Marketing automation facts and statistics can be found all over the Web. The numbers to support the use of marketing automation are staggering. When you are making a business case internally for marketing automation, these numbers can help you validate the investment. We’ve assembled all of the best marketing automation stats into one place:
Current State of the Marketing Automation Industry
While we have uncovered the marketing automation industry’s growth, here’s a breakdown (in numbers) of past growth, where the industry currently stands and future outlook.
- Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Focus Research) Tweet This Stat!
- By 2020, customers will manage 85% of their relationships without talking to a human. (Gartner Research) Tweet This Stat!
- There are over 110 vendors in the marketing automation space. (Show Me Leads) Tweet This Stat!
- B2B marketers spent about $325 million on marketing automation in 2011—50% more than they did in 2010. (Raab Associates) Tweet This Stat!
- 45% of marketing automation spending came from mid-sized companies. (Fision Online) Tweet This Stat!
- 92% of smaller businesses said they plan to increase their marketing budgets to include marketing automation as well. (Fision Online) Tweet This Stat!
- Manufacturers increased automation processes by 25% in 2011. (Fision Online) Tweet This Stat!
Marketing & Sales Alignment
The first few stats explain the current need for marketing automation and then we uncover how marketing automation can solve these current problems.
- 50% of qualified leads are not ready to purchase immediately. (Gleanster Research) Tweet This Stat!
- 81% of best-in-class companies list wanting to close sales faster as their number one reason for implementing marketing automation. (Focus Research) Tweet This Stat!
- The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (Sirius Decisions) Tweet This Stat!
- Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog Solutions) Tweet This Stat!
- 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric. (Forrester Research) Tweet This Stat!
- Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group) Tweet This Stat!
- Companies find 20% more sales opportunities when using marketing automation. (DemandGen) Tweet This Stat!
- 59% of CMOs expect to increase effectiveness and efficiency of marketing by implementing automated marketing solutions. (Bulldog Solutions) Tweet This Stat!
- Marketing automation provides a 225% increase in volume of prospects that convert to sales opportunities. (SHIPSERV) Tweet This Stat!
- Marketing automation users report 3x more leads passed to sales after one month. (Marketo) Tweet This Stat!
- Lead nurturing reduces the % of marketing generated leads ignored by sales (from as high as 80% to as low as 25%). (Bulldog Solutions) Tweet This Stat!
Cost Savings & Revenue Increases
The section may be the most vital when making a business case for marketing automation – the effect on your bottom line.
- Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research) Tweet This Stat!
- 47% of nurtured leads make larger purchases over non-nurtured leads. (The Annuitas Group) Tweet This Stat!
- Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research) Tweet This Stat!
- In the highest performing organizations, 40% of the revenue is generated by marketing, versus 22% for average companies. (Marketo) Tweet This Stat!
- Gartner estimates a 15% savings on creative production with marketing automation. Tweet This Stat!
- Gartner estimates a 5% reduction in marketing waste through automating fulfillment. Tweet This Stat!
- A case study of a freight transport facilitator showed a 50% cost reduction in customer acquisition. ( MarketingSherpa) Tweet This Stat!
Marketing Automation Roadblocks
Marketing automation is a fairly new tool, and the understanding of its many parts can still be a challenge for its users. Adding the fuel to keep the marketing automation platform used to its full potential, however, provides a different challenge for marketers – lead generation, content and process.
- 25% of marketers who are not using their marketing automation platform at its fullest potential. (Forrester) Tweet This Stat!
- 76% of CMOs list high-end lead generation as their biggest challenge. (Marketing Sherpa) Tweet This Stat!
- 64% of CMOs have either an informal or no process to manage their marketing automation. (The Annuitas Group) Tweet This Stat!