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市场调查报告书
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1640712

行销自动化软体市场：市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

行销自动化软体市场规模预计在 2025 年为 80.5 亿美元，预计到 2030 年将达到 180.6 亿美元，预测期内（2025-2030 年）的复合年增长率为 17.54%。

行销自动化软体市场-IMG1

行销在创造销售和客户维繫的重要性日益增加，导致行销服务支出增加。

主要亮点

  • 为了因应最近世界上的技术变革，负责人正在策略性地投资行销自动化解决方案和工具，以跟上最新的数位行销趋势。
  • 行销自动化是一种技术，它透过消除繁琐的活动并让负责人专注于最重要的事情来帮助企业进行更强大的消费者参与宣传活动。它也使得管理潜在客户开发生成和客户生命週期行销变得更加容易。因此，自动化行销工具近年来越来越受到关注，预计在研究期间将继续增加。
  • 从社群媒体行销到搜寻引擎优化和内容行销，行销经理正在投入大量资金来支持和促进销售。人工智慧（AI）、资料驱动的推广和搜寻引擎优化（SEO）可能会让行销解决方案提供者在数位化和积极的推广方式时代占据优势。未来几年，人工智慧将为企业、产业和国家带来许多令人兴奋的机会。
  • 随着社群媒体行销宣传活动的不断增多，有机意识预计会增强。品牌正在增加社群媒体行销预算以提高投资收益(ROI)。社群媒体广告定位预计将变得高度针对性，类似于 Google 的 AdWords 平台。
  • 随着新自动化技术的引入，市场缺乏能够引导消费者如何利用分析解决方案来解锁有价值的资讯和见解的合格人才。然而，较大的公司正专注于收购较小的企业，并藉助云端技术和 IaaS 和 SaaS 等平台为他们提供称为「行销云」的整合软体套件。透过併购，公司可以获得必要的知识、技术和基本客群，从而增加市场占有率和主导地位。

行销自动化软体市场趋势

娱乐和媒体预计将占据较大的市场占有率

  • 虚拟实境 (VR)、 Over-The-Top影片和线上广告是娱乐和媒体公司的热门趋势，无论是在科技应用占主导地位的新兴经济体，例如美国网路广告和行销市场，还是全球。成长最快的收益来源之一。这些趋势推动了对高端网路行销活动的需求，而这些活动中自动化程度的提高为所研究市场中的供应商提供了巨大的潜力。
  • 根据GSMA行动经济数据显示，智慧型手机普及率已达到全球行动用户的近70%，资料产生量呈指数级增长。这些统计数据进一步证明了对支援行动优化行销和自动化的软体的需求。根据 GSMA 预测，到 2022 年，全球 68% 的人口将拥有行动用户。预计到2030年这数字将达到73%。
  • 根据 TrackMaven 的调查，与其他行业相比，媒体和娱乐业在全球范围内的电子邮件开启率最高。透过社群媒体分析工具获得的客户洞察使媒体和娱乐公司能够使用细分的行销资料（基于人口统计和兴趣）来指导特定内容。
  • 例如，在庞大的消费需求、数位化和广告收入不断提高的推动下，印度和加拿大的娱乐和媒体产业正处于快速成长阶段。该地区正吸引越来越多的外国媒体和娱乐公司的投资，从而推动媒体和娱乐基础设施更加发达。

预计北美将占据较大的市场占有率

  • 北美地区包括美国和加拿大。市场上许多知名供应商，如 Adob​​e、HubSpot、Marketo、Oracle 和 Salesforce Pardot 都已进入该地区，在定价、目标人群和所提供功能等重要领域的竞争正在加剧。
  • 由于数位化全通路行销逐渐取代传统行销，该地区对行销自动化软体的采用正在增加。根据美国行销协会/杜克大学 CMO 调查 (n=356)，2021 年 1 月，美国B2B 产品负责人在传统广告上的支出将减少0.61%，而在数位行销上的支出将减少0.88 %，预计将成长14.32%。
  • SaaS 云端服务的日益普及、资料整合服务的需求不断增长以及 5G 网路的扩展是推动该地区研究市场规模扩大的一些关键因素。
  • 对于电子邮件行销等重复性任务使用分析技术，或行销自动化软体等行销技术，有助于有效使用和分析在群发电子邮件宣传活动期间收集的资料，是行销的关键组成部分，对于负责人来说是必不可少的。 SharpSpring 等供应商在其行销自动化平台内提供电子邮件追踪和分析功能。个人化服务也是市场的一个主要驱动力，因为它们能提供高投资回报。根据个人化登陆页面公司 Instapage 的调查，88% 的美国行销人员表示个人化带来了可衡量的改进。
  • 因此，由于采用数位行销管道、政府措施和供应商相关投资，北美市场正在快速成长。

行销自动化软体产业概况

行销自动化软体市场高度分散，参与者众多，产品多元。因此，当消费者选择具有最新功能的产品时，市场技术创新至关重要。资本支出也很高，帮助具有强大竞争策略的公司快速发展。

  • 2023 年 3 月-Keap 是主要企业销售和行销自动化软体，宣布已收购 The Factory。作为 Keap 的前合作伙伴，The Factory 帮助小型企业主建立强大的行销策略并实施销售和行销自动化。
  • 2023 年 1 月 - Yodelpop 是一家为协会和非营利组织提供服务的女性拥有的数位代理商，宣布为 HubSpot Marketing Hub 推出两个易于安装的整合：RaiserSync 和 YourMemberSync。这些新宣布的整合使组织和非营利组织能够将其 YourMembership 组织管理系统或 Raiser's Edge NXT 捐赠者追踪系统连接到 HubSpot 的行销自动化软体，以创建更有效率、更具吸引力的行销宣传活动和沟通。

其他福利：

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

第二章调查方法

第三章执行摘要

第四章 市场动态

  • 市场概况
  • 市场驱动因素
    • 持续向数位宣传活动转变
    • 意识到资料驱动决策流程优势的组织
    • 基于 SMAC 的技术采用持续成长
  • 市场挑战
    • 与遗留问题相关的实施挑战
  • 市场机会
  • 产业生态系统分析
  • COVID-19 对行销自动化软体市场的影响
    • 短期影响
      • B2B 行销预算的变化及其对行销技术预算分配的整体影响
    • 长期影响
      • 数位转型和个人化宣传活动的需求
      • 资料收集的增加导致对情境化的需求增加
      • 占比较大的大型组织相对不受影响
      • HubSpot 等供应商已经成功建立了一个生态系统来帮助吸引中小型企业。
  • 数位转型的影响和向整合 CRM 的转变
  • 产业吸引力-波特五力分析
    • 新进入者的威胁
    • 买家的议价能力
    • 供应商的议价能力
    • 替代品的威胁
    • 竞争对手之间的竞争强度

第五章 市场区隔

  • 按部署
    • 云端基础
    • 本地
  • 按组织规模
    • 大规模
    • 中小企业基地
  • 按应用
    • 宣传活动管理
    • 潜在客户管理
    • 销售支援计划
    • 分析和报告解决方案
    • 其他应用
  • 按行业
    • 娱乐与媒体
    • 金融服务
    • 政府
    • 卫生保健
    • 製造业
    • 零售
    • 其他行业
  • 按地区
    • 北美洲
    • 欧洲
    • 亚洲
    • 澳洲和纽西兰
    • 拉丁美洲
    • 中东和非洲

第六章 竞争格局

  • 公司简介
    • Hubspot, Inc.
    • Adobe Systems Incorporated
    • Oracle（Eloqua）
    • Acoustic, LP
    • Marketo Inc.（Adobe）
    • Microsoft Corporation
    • Salesforce（Pardot）
    • Salesfusion Inc.（Sugar CRM）
    • SAS SE
    • Teradata Corporation
    • SAP SE
    • Act-On Software
    • Klaviyo
    • Active Campaign
    • Keap
    • Omnisend
    • Thryv
    • Drip

第 7 章 MI 的策略建议

  • 后疫情时代主要供应商措施分析
  • HubSpot 和其他领先供应商采取的策略性倡议的主要要点
  • 市场需求復苏的保守、现实与乐观情境分析
  • 分析师对市场状况的看法

第 8 章供应商定位分析

第九章 市场展望

简介目录
Product Code: 54297

The Marketing Automation Software Market size is estimated at USD 8.05 billion in 2025, and is expected to reach USD 18.06 billion by 2030, at a CAGR of 17.54% during the forecast period (2025-2030).

Marketing Automation Software Market - IMG1

Due to the increasing significance of marketing in generating sales and customer retention, marketing services are witnessing a rise in spending.

Key Highlights

  • In Order to keep businesses updated with the recent technological disruptions worldwide, marketing managers are strategically spending on marketing automation solutions and tools to adopt the latest digital marketing trends.
  • Marketing automation is a technology that aids businesses in creating stronger consumer engagement campaigns by removing tedious activities and allowing the marketing staff to concentrate on more important factors. In addition to other things, the technology makes it easier to manage lead generation and customer lifecycle marketing. As a result, Automated Marketing Tools have drawn a lot of attention in recent years, and it is anticipated that they will continue to rise during the research period.
  • From social media marketing to SEO or content marketing, marketing managers are investing significantly to support and boost their sales. Artificial intelligence (AI), data-driven promotion, and search engine optimization (SEO) will give marketing solution providers an advantage in the era of digitization and aggressive promotion techniques. In the upcoming years, AI will present possible opportunities for businesses, sectors, and nations.
  • Organic visibility is expected to increase due to the growth in social media marketing campaigns. Various brands improve their return on investment (ROI) by increasing their social media marketing budget. Social media advertisement targeting will likely become highly targeted by mirroring Google's Adwords platform.
  • With the introduction of new automation technologies, the market is also experiencing a lack of qualified individuals who can instruct consumers on how to make the most of analytics solutions and use them for helpful information and insights. However, large-sized businesses are concentrating on acquiring smaller ones and providing integrated software suites termed "Marketing Cloud" with the aid of cloud technologies and platforms like IaaS and SaaS. Through mergers and acquisitions, companies can grow their market share and domination by acquiring the necessary knowledge, technology, and client base.

Marketing Automation Software Market Trends

Entertainment and Media Expected to have a Significant Market Share

  • Virtual reality (VR), over-the-top (OTT) video and online advertising are projected to be among the fastest-growing revenue generators for entertainment and media companies in developing economies where technology adoption is dominant, like the United States internet advertising and marketing market, and globally. These trends increase the need for high internet marketing activity, and the rising automation adoption for these activities supports the substantial scope for the vendors in the market studied.
  • With smartphone adoption reaching nearly 70% of the global mobile user base, according to GSMA Mobile Economy, data generation has exponentially increased. Such statistics further indicate the need for mobile-optimized marketing and automation-supporting software. According to GSMA, in 2022, 68% of the global population was reported to have had a mobile subscription. This figure is expected to reach 73% by 2030.
  • Compared to other industries, open email rates for media and entertainment are the highest globally, according to TrackMaven. With customer insights from social media analytics tools, media and entertainment companies can use segmented marketing data (based on demographics and interest) to direct specific content.
  • For instance, India and Canada's entertainment and media sectors have positioned themselves on the verge of an intense growth phase, backed by digitization and improving advertising revenues, owing to the enormous consumer demand. The rising rate of investments by foreign media and entertainment majors in the region has developed the M&E infrastructure to a higher extent.

North America Region is Expected to Hold Significant Market Share

  • The North American region includes the United States and Canada. The region is home to a number of prominent vendors in the market, including Adobe, HubSpot, Marketo, Oracle, Salesforce Pardot, and others, which increases competition on crucial aspects such as new prices offered, target group, and features offered.
  • The adoption of marketing automation software has been increasing in the region as there has been a shift to digital omnichannel marketing compared to traditional marketing. According to the CMO Survey by American Marketing Association and Duke University (n=356), in January 2021, B2B product marketers in the United States suggested that their spending on traditional advertising was expected to decline by 0.61% in the following year, while the digital marketing spending was projected to increase by 14.32%
  • The growing adoption of SaaS cloud services, increasing demand for data integration services, and expanding 5G network coverage are some of the significant factors that the market studied is estimated to have a massive scope in the region.
  • The use of analytics for repetitive tasks such as email marketing and marketing technologies such as marketing automation software that helps efficient use and analysis of data collected during bulk email campaigns has become imperative for marketers. Vendors such as SharpSpring offers email tracking and analytics features with their marketing automation platform. Personalization services are also becoming a vital driver for the market as they offer a high probability of return on investment. According to Instapage, a provider of personalized landing pages, 88% of US marketers reported seeing measurable improvements due to personalization.
  • Thus, the market for North America is growing at a rapid pace owing to the adoption of digital marketing channels, government initiatives, and vendor-related investments.

Marketing Automation Software Industry Overview

The marketing automation software market has several products available with a number of companies in the market, making it highly fragmented. Hence, innovation in the market is crucial, as consumers opt for products with the latest features. The capital expenditure is also high, which has helped companies with powerful competitive strategies to move forward rapidly.

  • March 2023 - Keap, one of the leading companies in sales and marketing automation software for small businesses, announced that it had acquired The Factory. A former Keap partner, The Factory assists small business owners with building powerful marketing strategies and implementing sales and marketing automation.
  • January 2023 - Yodelpop, a women-owned digital agency serving associations and nonprofits, launched RaiserSync and YourMemberSync, two easy-install integrations for HubSpot Marketing Hub. These newly launched integrations allow associations and nonprofits to connect the YourMembership association management system or Raiser's Edge NXT donor management system to HubSpot's marketing automation software to create efficient and engaging marketing campaigns and communications.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Ongoing Shift Toward Digital-based Campaigns
    • 4.2.2 Organizations Realizing the Benefits of Data-backed Decision Process
    • 4.2.3 Sustained Increase in Adoption of SMAC-based Technologies
  • 4.3 Market Challenges
    • 4.3.1 Legacy-related Implementation Challenges
  • 4.4 Market Opportunities
  • 4.5 Industry Ecosystem Analysis
  • 4.6 Impact of COVID-19 on the Marketing Automation Software Market
    • 4.6.1 Short-term Impact
      • 4.6.1.1 Changes in B2B marketing budgets and their overall impact on martech budget allocations
    • 4.6.2 Long-term Impact
      • 4.6.2.1 Migration to Digital Mediums and Need for Personalized Campaigns to Gather Traction
      • 4.6.2.2 Growth in Collation Of Data Has Increased the Need for Contextualization
      • 4.6.2.3 Large-scale Organizations Which Account for a Sizeable Share Remain Relatively Unaffected
      • 4.6.2.4 Vendors such as HubSpot Have Successfully Created a Supporting Ecosystem Which Has Helped Them Onboard SMEs
  • 4.7 Impact of Higher Adoption of Digital Transformation Practices and Ongoing Move towards an Integrated CRM Space
  • 4.8 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.8.1 Threat of New Entrants
    • 4.8.2 Bargaining Power of Buyers
    • 4.8.3 Bargaining Power of Suppliers
    • 4.8.4 Threat of Substitute Products
    • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SEGMENTATION

  • 5.1 By Deployment
    • 5.1.1 Cloud-based
    • 5.1.2 On-Premise
  • 5.2 By Organization Size
    • 5.2.1 Large-scale
    • 5.2.2 SME-based
  • 5.3 By Application
    • 5.3.1 Campaign Management
    • 5.3.2 Lead Management
    • 5.3.3 Sales Enablement Programs
    • 5.3.4 Analytics & Reporting Solutions
    • 5.3.5 Other Applications
  • 5.4 By End-user Vertical
    • 5.4.1 Entertainment & Media
    • 5.4.2 Financial Services
    • 5.4.3 Government
    • 5.4.4 Healthcare
    • 5.4.5 Manufacturing
    • 5.4.6 Retail
    • 5.4.7 Other End-user Verticals
  • 5.5 By Geography
    • 5.5.1 North America
    • 5.5.2 Europe
    • 5.5.3 Asia
    • 5.5.4 Australia and New Zealand
    • 5.5.5 Latin America
    • 5.5.6 Middle East and Africa

6 COMPETITIVE LANDSCAPE

  • 6.1 Company Profiles
    • 6.1.1 Hubspot, Inc.
    • 6.1.2 Adobe Systems Incorporated
    • 6.1.3 Oracle (Eloqua)
    • 6.1.4 Acoustic, L.P.
    • 6.1.5 Marketo Inc. (Adobe)
    • 6.1.6 Microsoft Corporation
    • 6.1.7 Salesforce (Pardot)
    • 6.1.8 Salesfusion Inc. (Sugar CRM)
    • 6.1.9 SAS SE
    • 6.1.10 Teradata Corporation
    • 6.1.11 SAP SE
    • 6.1.12 Act-On Software
    • 6.1.13 Klaviyo
    • 6.1.14 Active Campaign
    • 6.1.15 Keap
    • 6.1.16 Omnisend
    • 6.1.17 Thryv
    • 6.1.18 Drip

7 Strategic Recommendations from MI

  • 7.1 Analysis of Key Initiatives Undertaken by Vendors in the Post-COVID World
  • 7.2 Major Takeaways from the Strategic Initiatives Implemented by Major Vendors such as Hubspot
  • 7.3 Analysis of Conservative, Realistic, and Optimistic Scenarios on the Recovery of the Market Demand
  • 7.4 Analyst Insights on the MAS Market Landscape

8 VENDOR POSITIONING ANALYSIS

9 MARKET OUTLOOK