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65 Marketing Software Statistics You Must See: 2020 Market Share & Data Analysis

Category: B2B News

Marketing has always had a love affair with technology, from the advent of radio to boob tube, to billboards and print ads. But even these technologies seem puny now with the arrival of the internet, which changes the whole paradigm of marketing altogether. Coupled with revolutionary design ideas and astounding computing and programming developments, marketing software has leapfrogged to territories unknown, accompanied by ubiquitous, connected devices and social platforms that have businesses and their marketers scrambling for ideas on how to mine these newfound sources of wealth. Here, we present data beyond marketing software market share. These and other marketing software statistics show you which way to go when deciding how to best harness these technologies for your own marketing campaigns.

key marketing statistics

1. General Marketing Software Statistics

The marketing automation software industry is poised for further growth, with the sector expected to reach a total value of $14.15 billion by 2024 at a CAGR of 19.2%. This is seen to be partly fueled by factors such as increased spending on marketing services and companies’ increased investments in Internet marketing. Also seen to influence this market growth is the uptick in Internet penetration and the number of social media users. Also, the demand for better customer experience has resulted in businesses investing in marketing automation software.

  • $14.15 billion – The estimated total value of the marketing automation software market in 2024. [1]
  • The marketing automation market is seen to grow at a CAGR of 19.2% from 2019 to 2024.
  • $457.07 billion – The total spending on marketing services in 2017.[1]
  • 68.4% of incoming emails during 2017 were classified as promotions. [1]
  • 57.2% of China’s advertising spendings went to the Internet in 2017. [1]
  • 55% of marketing executives are planning to increase spending on marketing technology. [2]
  • 40% of companies who do not use marketing automation software are planning to invest in one in the next 12 months. [3]
  • 63% of businesses that achieved success in marketing automation plan to boost their marketing automation budgets. [4]

2. AI-Driven Marketing Statistics

Arguably the engine behind the growth in marketing software market size, artificial intelligence (AI) may well unlock the final pieces of the marketing puzzle, the key that connects many if not most of the developments trending in the marketing industry. If you are wondering how AI could help your marketing become more effective, you can turn to how the savviest marketers leverage AI to inform them about which content gain more followers and piques more interest in social media, along with which days and the time to post the content and on which platform—Facebook, Instagram, Twitter and the like. With more money pouring into marketing software research, AI can take care of automating the posting and provides the metrics and analytics for each activity, allowing you to measure the effectivity of the campaign and relate it to your ROI.

  • 40% of digital transformation and 100% of IoT will be supported by AI. [5]
  • $12 trillion – The estimated amount of money that insights-driven teams will take from their uninformed peers in 2020. [6]
  • 43% of Millennials are willing to pay for a hybrid-bot customer service channel. [7]
  • $1 billion – Netflix’s total savings from using machine learning to make personalized recommendations. [8]
  • $14 trillion – The estimated additional revenue that AI is seen to create by 2035.
  • 63% of B2B marketers are not using AI. [9]
  • 71% of marketers are interested in using AI for personalization. [9]
  • 60% of marketers think AI is useful in data strategies. [9]
  • 59% of B2B marketers expect to utilize AI in prospect identification. [9]
  • By registering the highest year-on-year growth rate at 53%, AI has claimed the crown as the fastest growing marketing technology. [10]
  • AI is spearheading the march of smart technologies (the so-called Holy Grail of marketing: artificial intelligence, virtual reality marketing, internet of things marketing, augmented reality marketing and voice assistance marketing) as companies spend $227 million on it, representing 66% of total expenditures for smart technologies [11]
  • The average use, planned use and projected growth of AI use cases has increased 257% in the last two years [12]
  • With 2.77 billion people using social media, Facebook, Instagram, and Twitter rely on AI to make sense of data
  • More than half (51%) of marketers currently use AI, with 27% more of them are expected to incorporate the technology by 2019 [13]

Most Popular Marketing Software

  1. HubSpot Marketing. A popular all-in-one marketing solution that tackles automation, lead management, content management, and social media monitoring. Learn more about this product in our HubSpot Marketing review.
  2. Pardot. A popular B2B marketing automation software that comes with functions for lead generation, sales alignment, and email marketing. For more information, check this in-depth Pardot review.
  3. A collaboration and communication system that can be configured to map out marketing campaigns and streamline sales pipelines. To learn more about this product, see this review.
  4. Marketing Creatio. A CRM tool with an intuitive multi-channel marketing module that can support email marketing, content marketing, as well as lead nurturing. Check out its complete feature set in this Marketing Creatio review.
  5. TUNE. A marketing platform for managing partner programs but also offers tools for campaign optimization, email management, and lead generation. Learn how else this product works in our TUNE review.

3. Marketing with Chatbots Statistics

Chatbots seem to counter marketing software push for a more personalized approach and for a clear reason: these bots are more eager, faster, and more persistent than their human counterparts to engage customers in conversation. With more than 1.4 billion people already interacting with chatbots [14], it is no wonder that marketers are turning a sharp eye on these denizens as vehicles for their marketing campaigns. The fact that customers are not averse to the whole idea works in their favor too:

  • 85% of businesses in Brazil have been found to message businesses in the last three months. [15]
  • 67% of people say their messaging has increased in the last two years. [15]
  • 80% of adults message daily. [15]
  • 78% of smartphone users around the world are seen to message every month by 2021. [15]
  • 20 billion – The total number of messages exchanged on messenger each month. [16]
  • Over 59% of users say messaging businesses provide them with faster response times. [16]
  • 64% of people around the world say they are always messaging. [16]
  • How far chatbots will move into the human territory is still up in the air, but right now, up to 80% of companies are looking to employ the technology in their marketing activities [17]
  • Kik and Facebook already employ at least 30,000 bots as of the last count [18]
  • 73% of customers prefer to talk with Facebook Messenger bots through live chat than with human agents [19]
  • Sales, financial services and customer service could save $174 billion through chatbots [18]
  • Bots are already making the grade on Facebook Messenger. Its Discover platform populated by bots is its major source of income. Advertisers and their bots compete with one another, but Messenger has the last say on which ones can eventually stay [19]
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Top 5 Industries Using Chatbots (2017-2019)

Top 5 Industries Using Chatbots (2017-2019)
Real Estate: 28

Real Estate

Top 5 Industries Using Chatbots (2017-2019)
Travel: 16


Top 5 Industries Using Chatbots (2017-2019)
Education: 14


Top 5 Industries Using Chatbots (2017-2019)
Healthcare: 10


Top 5 Industries Using Chatbots (2017-2019)
Finance: 5




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4. Interactive Video Marketing Statistics

One of the least hyped marketing software facts is how interactive videos are finding their way in emails, social media posts, websites, and blogs. At this early stage, 90% of Americans believe that content will be better in 360 video than standard formats [20], and as much as 98% think they are more exciting. People are simply captivated by the novelty of being able to navigate the area presented in the video as if they were there themselves. For their impressive early returns and yet still largely unexplored promise, interactive marketing videos will radically transform, perhaps even disrupt, the marketing landscape. People who view them tend to finish the whole video, resulting in a higher commitment and return on investment.

  • 81% of companies use video as a marketing tool. [21]
  • 100% – The yearly rise in mobile video consumption.
  • 64% of consumers purchase after watching branded social videos.
  • 1.8 million words – The equivalent of a 1-minute video to audiences. [22]
  • 4+ – The average number of videos that marketers create every month.
  • Video will make up 80% of global Internet traffic by 2019. [23]
  • 66% – The additional qualified leads that video marketers get. [24]
    5 million years – The time it would take an individual to watch videos that will cross global IP networks in 2021.[23]
  • For these remarkable results, the use of interactive videos for marketing is already gaining acceptance [25], with such brands as IBM, Honda, Samsung, and Johnnie Walker among early adopters.
  • Interactive video content generates 2x more conversions than passive content. [26]
  • 79% of marketers say that interactive content has reusable value, creating repeat visitors, and multiple exposures. [27]
  • Interactive content generates 4—5 times more page views than static content. [28]

5. Personalized Marketing Statistics

As more people, especially the younger generation, become more willing to share personal information, companies are able to offer recommendations that better match their customers’ preferences. At the heart of this development is a more powerful artificial intelligence software, with more capable computer hardware able to support more sophisticated algorithms. More than 96% of marketers already see the value of personalized marketing [29], with multiple case studies and concrete results to support it. As for consumers, the attitude towards sharing personal information, as already noted, is showing some positive signs:

  • 80% of frequent shoppers say they only shop with brands who personalize their experience. [30]
  • 91% of consumers are more likely to purchase from brands providing relevant recommendations and offers. [31]
  • Consumers are 40% more likely to view recommended items based on information shared with the brand. [32]
  • 80% of consumers are more likely to buy a product or service from a company that provides a personalized experience. [33]
  • 72% of customers engage only with marketing messages that are customized to meet their individual interests. [30]
  • 47% of customers will go to Amazon if the brand they’re shopping with does not offer relevant product recommendations. [30]
  • 89% of digital companies are investing in personalization. [34]
  • Many eCommerce establishments are already ahead in enhancing customer experience, some combining the agility of chatbots with consummate regards for customer personalization on online stores. [35]
  • 92% of marketers say personalization highly or moderately improves brand building [12]
  • 74% of online consumers get annoyed by websites when ads and other offers that have nothing to do with their interests suddenly pop up
  • For best-in-class B2B content marketers, 71% match their content to the profile of the decision-maker [36]

Personalization in Marketing (2019)

Customers' Preferences and Marketers' Perceptions

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6. Voice Search Marketing Statistics

Smartphones, Google Home, and Amazon Echo are pointing marketers to voice search as a legitimate avenue to increase their sales if current marketing software data is to be believed. While voice-activated devices have always piqued the interest of technology buffs and are a staple of science fiction, it is only now that it has achieved an amazing level of precision [37], consequently earning the attention of marketing people.

  • 20% of consumers have made at least one voice purchase using a digital home assistant. [38]
  • 20% of voice-based orders involved grocery shopping. [39]
  • 77% of parents who own voice-activated speakers have planned to shop using those devices. [40]
  • Voice assistant users spend 3% of their disposable income through voice search assistants. [41]
  • 18% – The forecast increase in consumer spending using voice search assistants by 2022. [41]
  • While text search still reigns supreme, voice search is slowly and surely making inroads, with experts predicting that in 2020, 50% of all searches will be via voice search [42]
  • By 2020, there will be 25.6 million owners of smart speakers, representing a 12.8% growth rate from the previous year, further driving the use of voice search for marketers. Also, consider that the average growth rate for the period 2018 to 2020 would be 48% [43]
  • In 2022, people who use voice search are projected to create a sales revenue of $5 billion in the UK and $40 billion in the US alone [44]
  • 58% of smart speaker owners earn more than $75,000 per year, which makes them most likely to shop via voice search [45]

Keep tabs on insights that matter to your business

So which of these marketing developments are on your immediate sights and plan of action? If you have a considerable business war chest to play with, it’s easy to go with marketing platforms that offer the most powerful AI among its features, if only to provide more meaningful interactions with leads or customers and gain unparalleled business intelligence into your operations.

Employing chatbots will be your main option if you are more of a social media marketer and especially if Facebook and Instagram are your channels of choice. Bots are getting quite competitive there (as many marketing software charts will show you), and you want the best that technology can offer when you join the fray. Many of the top live chat apps already employ a chatbot.

More ingenious marketers will probably go for voice search-driven content and take it from there. They can use tools for search marketing to fortify their organic positions. Enhanced personalization is more in the territory of technical experts, though nothing stops anyone from trying the technology for their enterprises. It’s a solid technology too, with proven cases to support its standing.

Whatever your choice, you have to look carefully into the nature of your business and the best software for the budget that you can work with, with clear options to scale any which way you want as your business also picks up.



  1. ^The World Market for Marketing Automation Software, 2019
  2. ^Global Business Technographics Marketing Survey, 2018
  3. ^Survey: What are the Benefits of Marketing Automation?
  4. ^Marketing Automation Strategies for Sustaining Success
  5. ^Top 10 tech predictions for 2017 from IDC
  6. ^Insights-Driven Businesses Will Take $1.2 Trillion A Year By 2020
  7. ^How AI is pushing man and machine closer together
  8. ^McKinsey’s State Of Machine Learning And AI, 2017
  10. ^3 Marketing Trends Every SMB Should Tap Into Now
  11. ^Report Benchmarks Smart Tech Marketing, Finds It’s Growing Fast
  12. ^Need-to-Know Marketing Statistics for 2019
  13. ^AI Marketing Report 2018
  14. ^Mobile Messaging to Reach 1.4 Billion Worldwide in 2015
  15. ^Why Messaging Businesses is the New Normal
  16. ^3 Ways Messaging Is Transforming the Path to Purchase
  17. ^80% of businesses want chatbots by 2020
  18. ^CHATBOTS 101
  19. ^How Facebook Messenger Bots Are Revolutionizing Business
  20. ^360 Ads Are Better!
  21. ^The State of Video Marketing in 2020
  22. ^Is Your Company Giving Video The Love It Deserves?
  23. ^Cisco Annual Internet Report (2018–2023) White Paper
  24. ^The Ultimate List of Marketing Statistics for 2020
  25. ^See how brands and publishers use OmniVirt
  26. ^Interactive Content Generates 2x More Conversions Than Passive Content
  27. ^8 Interactive Content Statistics to Guide Your Marketing Spend in 2017
  28. ^4 Types of Social Media Content That Drive Engagement
  29. ^How to Increase Sales by Personalizing the Customer Experience
  30. ^Privacy & Personalization
  32. ^Ads That Don’t Overstep
  33. ^New Epsilon research
  34. ^Transform Your Personalization Strategy At Forrester’s Consumer Marketing Forum
  35. ^Chatbot Personalization: Good & Bad Examples Show Why It’s Needed to Improve Customer Experience
  36. ^B2C Content Marketing
  37. ^What Happens When Online Impacts Life Offline: The Big Takeaways From the 2018 Internet Trends Report
  38. ^The Future of Retail 2018
  39. ^Voice Shopping Set to Jump to $40 Billion By 2022, Rising From $2 Billion Today
  40. ^Voice Search
  41. ^Conversational Commerce: Why consumers are embracing voice assistants in their lives
  42. ^The future of voice search: 2020 and beyond
  43. ^US Smart Speaker Voice Buyers Penetration 2017-2020
  44. ^Voice Shopping to Reach $40 Billion in U.S. and $5 Billion in UK by 2022
  45. ^CapTech Research: A Profile of Smart Speaker Users
Nestor Gilbert

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

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