25 statistics every marketer should know about automation [Slideshare]

Author: Meghan Lockwood | Categories: Marketing Automation, Demand Generation, Digital Marketing

Over the past several years, marketing automation – using software to automatically nurture clients and prospects with relevant content – has witnessed a dramatic influx of time and money from marketers looking to generate revenue in their companies.

Just how popular is marketing automation? Here are 25 statistics that tell us the automation trend is here to stay:

Industry Trends

1. More than two-thirds (68%) of people say the number of sources they use to research and evaluate purchase has increased over the past year, according to Demand Gen’s 2014 B2B Report.

2. A quarter of all B2B Fortune 500 companies is already using marketing automation, along with 76% of the world’s largest SaaS companies. (Pardot)

3. By 2017, digital will grab nearly one in three dollars spent on advertising in the US, while mobile will capture 15.8% of the market. (eMarketer)

4. The marketing automation industry expected to grow 50% by 2015. (SiriusDecisions)

5. 84% of top performing companies are using, or plan to start using marketing automation between 2012 and 2015. (Gleanster)

6. 25% of marketers are not using their marketing automation platform at its fullest potential. (Forrester)

7. Marketing automation-generated personalized emails improve click-through rates by 14% and conversion rates over 10%. (The Aberdeen Group)


8. Companies using marketing automation for nurturing experience a 451% increase in qualified leads. (The Annuitas Group)

9. While 61% of B2B marketers send all leads directly to sales; only 27% of those leads will be qualified. (MarketingSherpa)

10. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)

11. 47% of nurtured leads make larger purchases over non-nurtured leads. (The Annuitas Group)

12. 76% of CMOs list high-end lead generation as their biggest challenge. (Marketing Sherpa)


13. Companies using marketing automation source 45% more pipeline than those who don’t use marketing automation. (Marketo)

14. Marketing automation provides a 225% increase in volume of prospects that convert to sales opportunities. (SHIPSERV)

15. Companies that invest in marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement. (Bulldog Solutions)

16. Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. (Nucleus Research)

17. Lead nurturing reduces the % of marketing-generated leads ignored by sales (from as high as 80% to as low as 25%). (Bulldog Solutions)

18. Marketing automation users report 3x more leads passed to sales after one month. (Marketo)


19. 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months. (Focus Research)

20. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)

21. Sales agents spend 22% more time selling when marketing automation is deployed – Marketo

22. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)

23. The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (SiriusDecisions)

24. Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)

25. 70% companies declare that marketing automation met or exceeded ROI expectations. (Focus)

Marketing Automation