The global marketing automation market size was estimated at USD 6.65 billion in 2024 and is projected to reach USD 15.58 billion by 2030, growing at a CAGR of 15.3% from 2025 to 2030. This strong growth trajectory can be largely attributed to the rapid digitalization across industries, increasing internet penetration, and the widespread adoption of smartphones and other mobile devices. As organizations continue to shift toward digital platforms to engage with customers, the demand for advanced solutions that streamline and automate marketing activities has been rising significantly.

The increasing need for personalized advertising, enhanced customer retention to support long-term business growth, and the growing importance of data-driven and informed advertising strategies are among the key factors expected to drive market expansion. In addition, the rising adoption of Internet of Things (IoT) devices, the growing volume of big data, and the increasing use of data analytics solutions are further contributing to market growth. Businesses are also placing greater emphasis on automation to gain actionable insights and improve operational efficiency, which is accelerating the adoption of marketing automation platforms. Marketing automation technology enables organizations to design more effective customer engagement campaigns by reducing manual and repetitive tasks, thereby allowing marketing teams to focus on strategic planning and other high-value activities. These solutions support various functions such as lead generation and management, customer lifecycle marketing, campaign optimization, and customer retention initiatives.

Globally, consumers have significantly changed the way they access information, share opinions, and research products and services before making purchasing decisions. Modern consumers are increasingly aware of traditional sales and marketing tactics and often actively avoid them. With improved technological literacy, they rely heavily on digital sources such as search engines, blogs, review platforms, and social media channels for decision-making. As a result, businesses now have an opportunity to differentiate themselves by creating meaningful and personalized interactions. Delivering a seamless and engaging customer experience is expected to become a critical competitive advantage for marketers seeking to build long-term relationships and brand loyalty.

Key Market Trends & Insights:

• North America dominated the global marketing automation market by accounting for the largest revenue share of 43.6% in 2024. This leadership position can be attributed to the strong presence of major market players, early adoption of advanced digital technologies, and high awareness regarding data-driven marketing strategies among enterprises across the region. The widespread use of cloud-based platforms, analytics tools, and artificial intelligence in marketing operations has further supported the region’s dominance.

• The U.S. marketing automation market is expected to grow significantly over the forecast period, driven by continuous investments in digital transformation, rising demand for personalized customer engagement, and the growing focus on optimizing marketing efficiency. Businesses in the country are increasingly adopting automation tools to enhance campaign performance, improve customer targeting, and gain real-time insights, which is expected to support sustained market growth.

• By solution, email marketing dominated the market with the largest revenue share of 26.7% in 2024. The strong adoption of email marketing automation can be linked to its cost-effectiveness, high return on investment, and ability to deliver personalized and targeted messaging at scale. Automated email campaigns enable businesses to nurture leads, maintain customer engagement, and drive conversions more efficiently.

• By deployment, the on-premises segment dominated the market with the largest revenue share in 2024. This dominance is primarily due to organizations preferring greater control over data security, system customization, and internal infrastructure management. Large enterprises, in particular, continue to rely on on-premises solutions to meet regulatory requirements and ensure data privacy.

• By end-use, the telecom & IT segment dominated the market with the largest revenue share in 2024. The strong adoption within this segment is driven by the need to manage large customer bases, deliver personalized communication, and optimize marketing campaigns across multiple digital channels. Telecom and IT companies increasingly leverage marketing automation tools to improve customer experience, reduce churn, and enhance overall operational efficiency.

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Market Size & Forecast:

• 2024 Market Size: USD 6.65 Billion

• 2030 Projected Market Size: USD 15.58 Billion

• CAGR (2025-2030): 15.3%

• North America: Largest market in 2024

• Asia Pacific: Fastest growing market

Key Companies & Market Share Insights:

Some of the key companies operating in the marketing automation market include Act-On Marketing Automation, Brevo, ActiveCampaign, Adobe Systems Inc., Cognizant, and several other prominent players. These companies focus on developing advanced marketing automation solutions that enable organizations to streamline marketing processes, enhance customer engagement, and improve overall campaign performance across multiple digital channels.

Act-On is a marketing automation software company that was founded in 2008. The company provides a comprehensive suite of marketing automation tools aimed at helping businesses plan, execute, measure, and continuously optimize their marketing campaigns. Act-On’s platform offers a wide range of capabilities, including email marketing, advanced marketing analytics, lead generation, lead scoring, and end-to-end marketing automation. These features allow organizations to better understand customer behavior, nurture leads effectively, and improve marketing efficiency through data-driven decision-making.

Key Players

• Act-On Marketing Automation

• Brevo

• ActiveCampaign

• Adobe Systems Inc.

• Cognizant

• HubSpot, Inc.

• IBM Corporation

• Microsoft

• Keap

• Oracle

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Conclusion:

The Grand View Research report highlights that the marketing automation software market is experiencing strong growth driven by increasing digitalization, the expanding use of internet and mobile technologies, and the rising need for businesses to automate repetitive marketing tasks. Key trends include widespread adoption across regions, significant demand for personalized and data-driven marketing strategies, and broader deployment across industries. The market’s expansion is underpinned by technological advancements and companies’ efforts to enhance customer engagement, streamline marketing processes, and improve operational efficiency with automated solutions.