According to the latest market research study published by P&S Intelligence, the global marketing automation software market was valued at USD 6.8 billion in 2024 and is forecasted to grow at a CAGR of 12.5% during 2025–2032, reaching a value of USD 17.5 billion by 2032. This robust growth trajectory is primarily fueled by the increasing digital integration of businesses and the widespread use of mobile devices and the internet.
With a growing emphasis on streamlined marketing processes, organizations are embracing automated solutions to improve lead management, campaign measurement, and customer engagement. The pandemic significantly reshaped consumer interactions with brand advertisements, underscoring the need for responsive and automated marketing strategies. As a result, both B2B and B2C companies are leveraging automation in distinct ways—B2B for lead generation and CRM integration, and B2C for brand building, social media promotions, and loyalty management.
The rise in demand for such technologies, combined with increasing competition and the entry of new players, is pushing the industry into a highly dynamic and innovation-driven phase.
Key Insights
- The solutions category held a commanding 90% share of the market in 2024, driven by rising adoption of AI, machine learning, mobile, and cloud technologies for automating and enhancing marketing operations.
- Retail & e-commerce emerged as the largest end-user segment, accounting for 35% of the market in 2024, propelled by the boom in online shopping, growing consumer spending, and adoption of next-gen technologies like AI and cognitive computing.
- Lead management was the largest application segment in 2024, as businesses seek to improve prospect tracking, behavior monitoring, and personalized customer experiences across their marketing funnels.
- The cloud deployment model led the market with a 60% share in 2024, and it is also growing the fastest due to benefits such as scalability, reduced IT costs, and flexible data access from anywhere.
- Among enterprises, large enterprises dominated the market with higher adoption due to consistent investment in customer engagement and predictive analytics, while SMEs are expected to register a faster CAGR of 13% during the forecast period.
- Reporting and analytics software is the fastest-growing application, projected to expand at a CAGR of 15%, driven by the need for data-driven insights and real-time campaign performance tracking.
- Regionally, North America held the largest share (40%) in 2024, thanks to early tech adoption, a high concentration of software vendors, and strong demand for personalized campaign solutions.
- Asia-Pacific (APAC) is expected to be the fastest-growing region, exhibiting a CAGR of 15%, supported by digital transformation, rising internet usage, growth in e-commerce, and proactive government investments in digital infrastructure.
- The market remains fragmented, with companies offering a wide variety of cloud and on-premises solutions. Customization across industries and continuous innovation through AI, automation, and ML prevent market consolidation.
- Major players in the global marketing automation market include SAP SE, Salesforce Inc., Oracle Corporation, Adobe Inc., Teradata Corporation, HubSpot Inc., SharpSpring Inc., and SAS Institute Inc.
- Recent strategic moves in the industry include Banzai International’s acquisition of Act-On Software for USD 53.2 million, Bloomreach's launch of AI-powered Bloomreach Engagement, and Thryv Holdings’ USD 80 million acquisition of Infusion Software Inc., reflecting the sector's dynamic M&A landscape.
Comments