Marketing Automation Market

Marketing Automation Market by Component (Software, Services), Application (Social Media Marketing, Email Marketing, Inbound Marketing), Deployment Type, Organization Size, Vertical and Region - Global Forecast to 2027

Report Code: TC 2819 Apr, 2022, by marketsandmarkets.com

[248 Pages Report] The marketing automation market size is expected to grow from USD 5.2 billion in 2022 to USD 9.5 billion by 2027, at a Compound Annual Growth Rate (CAGR) of 12.8% during the forecast period. The COVID-19 pandemic has boosted marketing automation solution adoption across industry verticals as the users move to leverage marketing automation software and service advantages, such as expansions and less cost. Despite the global economic slowdown, around 50% of subscription companies are expanding at a similar pace without any negative influence due to the COVID-19 pandemic.

Marketing Automation Market

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COVID-19 Impact

Due to the COVID 19 pandemic, many studies and survey organizations, including large enterprises and SMEs, have increased their marketing spend during and after the COVID-19 lockdown situation. The COVID-19 pandemic has affected every sector of the society, including individuals and businesses. The impact of the COVID-19 pandemic on the marketing automation market has been observed. The pandemic has positively affected the market growth. The COVID-19 global pandemic has resulted in changes to advertising, marketing, promotional and media spends, thus forcing businesses and brands to reevaluate their thinking about current and future advertising and marketing campaigns to maintain a steady stream of income. Marketing automation is becoming an integral part of business structures and with IoT-connected device purchases increasing, the use of automation is expected to expand and evolve. AI and marketing automation are two advanced tools that allow marketers to automate and optimize tasks across the marketing spectrum.

Market Dynamics

Drivers: Growing number of marketing channels to reach end customers

In today’s digital era, enterprises implement new and innovative techniques to reach out to their prospects and influence them. A growth in the number of marketing channels indicates an increase in the volume of data and content generated by users. This increases the possibility of reaching the right customer successfully by understanding the customer’s brand preference. An increase in the number of marketing channels through which marketers can communicate with their customers, easily, has taken the marketing automation market to another level. Enterprises leverage several channels, such as websites, emails, social media platforms, mobile devices, and display ads, to connect with customers. Organizations use cross-channel or multi-channel marketing to enhance the effectiveness of their marketing program and increase the RoI. The marketing automation software helps enterprises automate marketing and sales engagement processes. Marketing automation enables marketers to automate repetitive tasks, such as sending emails, maintaining social media accounts and pages, tracking website interactions, and managing various other tasks

Restraints: Security and privacy concerns for confidential data

As the usage of SMAC technologies has become more, organizations now requires more robust security and privacy to prevent breaches, which in turn if not taken seriously affects the success of digitalization. With the growing number of customer data, the number of security and privacy issues is also rising, and is more prone to attack by hackers. Data privacy and security is an important point that needs to be addressed effectively. Other security issues, such as the hijacking of accounts, insider threats, malware injections, insecure Application Programming Interfaces (APIs), shared vulnerabilities, and data loss, are more prevalent in the cloud-based marketing automation software. A cyberattack on enterprises which have huge repositories and important customer data can be a threat to the business. These security issues, related to data access by unauthorized users, could threaten the enterprise data security and competitive business position.

Furthermore, the prevailing laws and regulations associated with data privacy, such as General Data Protection Regulation (GDPR), act as one of the major issues for marketing automation software vendors. The rules and regulations in various countries regarding the protection of online users’ privacy are different. Some countries have rules where visitors to a web portal must explicitly consent to have cookies stored on their devices. As most of the marketing automation tools depend on cookies for website visitor tracking, this significantly restricts the marketing automation market

Opportunities: High adoption of marketing automation solutions among SMEs

Small and Medium-sized Enterprises (SMEs) have resource constraints on marketing their products and services. Marketing automation offers a number of specific benefits for SMEs. It helps SMEs monitor the effectiveness and RoI of their digital marketing campaigns. Moreover, marketing automation automates many activities, such as lead follow-ups, email campaigns, list segmentation, and lead scoring, thereby saving the marketers’ time and effort. Furthermore, marketing automation has great tools to support drip marketing campaigns. It enables SMEs to build quality emails and landing pages and tracks marketing campaigns. Additionally, the easy availability of open-source marketing automation solutions, such as email marketing tools and Google Analytics, increases the adoption rate of marketing automation among SMEs. Thus, the adoption of marketing automation creates numerous opportunities for SMEs in the competitive world.

Marketing Automation Market Ecosystem

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Based on component, software segment to be a larger contributor to the marketing automation market growth during the forecast period

The software segment is expected to account for largest market share durin the forecast year. The increasing adoption of advanced technologies, such as AI, ML, mobile, and cloud, has led to a growth in the demand for marketing automation software and services. The increasing demand to automate and enhance marketing processes drives the growth of the marketing automation software. Organizations recognized the need for marketing automation software to improve their knowledge of buyers’ behavior to attain new revenue streams. Nowadays, marketers across industries have started utilizing marketing automation software to understand customers’ journey, measure the effectiveness of their marketing campaigns, and generate maximum leads. Vendors in the market offer marketing automation software as standalone software or integrated with other all-inclusive marketing solutions as an advanced feature. The software helps enterprises find the best possible marketing channels to better engage with their customers.

Based on deployment type, on-premises deployment to be a larger contributor to the marketing automation market during the forecast period

The on-premises deployment is a expected to share large revenues in the estimated year .The On-premises deployment type refers to the implementation of marketing automation solutions on the client’s premises using their IT infrastructure. On-premises deployment of marketing automation solutions initially requires high investment by organizations, though it does not require incremental costs throughout the ownership such as the cloud deployment type. Nowadays, customer data can be easily accessed from mobile devices; this has increased the volume of data transfer between business parties and has raised the risks of cyberattacks and data lossesThe need for customer data security to drive the growth of On-premises marketing automation software.

Based on application, lead nurturing and lead scoring segment to be a larger contributor to the marketing automation market growth during the forecast period

The lead nurturing and lead scoring are expected to share large revenues in the estimated year. A successful lead nurturing program focuses marketing and communication efforts on listening to the needs of prospects and providing the information and answers they need to build trust, increase brand awareness, and maintain a connection until prospects are ready to make a purchase. According to MarketingSherpa, almost 80% of new leads never wind up making a purchase at all. Hence, it is important to nurture relationships with buyers through a strategic lead scoring system. To develop a successful lead scoring strategy, sales and marketing must come together to pinpoint where a particular lead is within the brand’s buying model. This common ground is the backbone of a strong lead nurturing system because it identifies when and how to address each buyer with the most timely and relevant communications.

Based on organization size, the large enterprises to be a larger contributor to the marketing automation market growth during the forecast period

The large enterprises is expected to share large revenues in the estimated year. The demand for the integration of advanced technologies such as AI and ML with marketing automation software is driving the demand in large organizations. Large enterprises constantly adopt new and emerging technologies to capture a larger market share and increase overall productivity and efficiency in today's highly competitive world. It empowers marketing and sales teams to work together to find and nurture leads, close more deals, and maximize return on investment. Thus, the demand for marketing automation software is expected to grow during the forecast period.

Based on vertical,IT and Telecom vertical to be a larger contributor to the marketing automation market growth during the forecast period

The IT and Telecom vertical accounts for largest market share during the forecast period. The IT and telecom sector is witnessing fast growth as several users are connecting to the internet every day. IT and telecom is one of the top industries in the adoption of marketing automation solutions for providing its customers with better IT-enabled solutions and services. The factors that are fueling the growth of marketing automation in the IT and telecom industry are social media engagement, targeting and personalization, and mobile optimization. For many telecom and communication service companies, a top objective is to infuse the sales pipeline with new leads to support growth targets. Marketing automation when coupled with lifecycle marketing and analytics helps drive a higher lead quality overall. By employing automation, marketing teams and agencies can get the most impact out of content, thought-leadership, and brand touchpoints, as well as improve the lead-to-sale conversion rates, while driving retention with existing customers.

Asia Pacific to grow at the highest CAGR during the forecast period

IT spending across organizations in the region is gradually increasing, which is projected to lead to a surge in the adoption of marketing automation. Asia Pacific is expected to experience extensive growth opportunities in the next few years due to the rising adoption of advanced technologies, such as IoT and cloud computing. However, the adoption of marketing automation in Asia Pacific is low compared to North America and Europe. This is due to the lack of awareness among various small and medium-sized companies in the region (according to a survey by Vertiv, a cloud computing technology provider). The companies which are growing in this region are in need of marketing automation software that can help them in accelerating their marketing activities, tracking and reporting marketing campaigns, and generating more leads. Therefore, marketing automation vendors are looking toward Asia Paific as a high-growth area for offering marketing automation software. Additionally, the adoption of emerging technologies and the enhancement in the economy of several countries in APAC, such as China, are driving the market growth and have encouraged solution providers to offer their marketing automation software in this region. Asia Pacific is anticipated to be the fastest-growing market driven by increasing awareness about the promotion strategies, increasing penetration of the internet, and the rising in usage of mobile devices. Besides, the substantial growth of manufacturing industries in countries such as China and India will promote the utility of marketing automation solutions in the coming years. The marketing automation software market has been continuously growing during this pandemic as several companies are focused on utilizing digital platforms to retain their customers. The pandemic has changed the customer preferences, which are understood with the help of experimental emails and online campaigns. These factors are achieved with the help of marketing automation software solutions.

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Key Market Players

The marketing automation market is dominated by companies such as Adobe (US), IBM (US), Oracle (US), Salesforce (US), Microsoft (US), HubSpot (US), Keap (US), Thryv (US), Sendinblue (France), Teradata (US), Act-On Software (US), ActiveCampaign(US), SAS (US), GetResponse (Poland), SharpSpring (US), ClickDimensions (US). These vendors have a large customer base and strong geographic footprint along with organized distribution channels, which helps them to increase revenues.

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Scope of the Report

Report Metrics

Details

Market size available for years

2022-2027

Base year considered

2021

Forecast period

2022-2027

Forecast units

Value (USD Million)

Segments covered

Component (Software and Services), Deployment type(on-premises, cloud), Application(campaign management, email marketing, lead nurturing and lead scoring, social media marketing, inbound marketing, inbound marketing, analytics and reporting, and other applications), Organization size (SMEs, large enterprises), Vertical

Regions covered

North America, Europe, APAC, MEA, and Latin America

Companies covered

Adobe (US), IBM (US), Oracle (US), Salesforce (US), Microsoft (US), HubSpot (US), Keap (US), Thryv (US), Sendinblue (France), Teradata (US), Act-On Software (US), ActiveCampaign(US), SAS (US), GetResponse (Poland), SharpSpring (US), ClickDimensions (US)

This research report categorizes the marketing automation market to forecast revenue and analyze trends in each of the following submarkets:

Based on the Component:

  • Software
  • Services

Based on the Application:

  • Campaign Management
  • Email Marketing
  • Lead Nurturing and Lead Scoring
  • Social Media Marketing
  • Inbound Marketing
  • Analytics and Reporting
  • Other Applications (Site Tracking, Activity Tracking, and Sales Conversion Tracking)

Based on the Deployment Type:

  • On-premises
  • Cloud

Based on the Organization Size:

  • Small and Medium-Sized Enterprises
  • Large Enterprises

Based on the Vertical:

  • BFSI
  • IT and Telecom
  • Travel and Hospitality
  • Healthcare and Lifesciences
  • Retail and Consumer Goods
  • Education
  • Media and Entertainment
  • Manufacturing
  • Other Vertical (Government, Logistics and Transportation, Automotive, and Energy and Utilities)

Based on Regions:

  • North America
    • United States
    • Canada
  • Europe
    • United Kingdom
    • Germany
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • Australia and New Zealand
    • Rest of Asia Pacific
  • Middle East & Africa
    • United Arab Emirates
    • Kingdom of Saudi Arabia
    • South Africa
    • Rest of Middle East & Africa
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America

Recent Developments

  • In February 2022, Adobe added mobile marketing personalization capabilities to journey optimizer that enables users to better engage their customers on smartphones. The seven capabilities include Message Designer, with which users can design personalized email, push notifications and in-app messages from one console for customers on mobile devices; personalized app experiences, which consider app usage and other factors; and unified customer profiles, which drive analytics in workflows.
  • In December 2021, with the Dynamics 365 Marketing December 2021 update, the user can create journey branches based on any attribute, track unsubscribed users in real-time marketing insights, and manage Microsoft Teams meeting options from the Dynamics 365 Marketing app. The update also includes general performance upgrades and bug fixes.
  • In September 2021, Oracle announced Oracle Fusion Marketing, which is a part of Oracle Advertising and CX. Fusion Marketing enables marketers to easily create campaigns that span traditional marketing and advertising channels and is the first marketing automation solution that is engineered to bypass the entire lead qualification and conversion process. Fusion Marketing uses AI to automatically score leads at the account level, predict when consumers are ready to talk to a salesperson, and generate a qualified sales opportunity in any CRM system.
  • In August 2021, Keap announced new text marketing capabilities designed to save the business time, reduce chaos, and simplify customer interactions by automating communication. The latest capabilities include automated text messaging and a broadcast texting feature with built-in compliance
  • In September 2020, HubSpot made updating in the software wherein a personalization token in automated marketing emails now supports custom objects.
  • In June 2020, Salesforce Pardot launched new B2B marketing features, such as Einstein Attribution and B2B Marketing Analytics Plus, as well as a few enhancements to security, syncing, content reuse, and feature setup.
  • In May 2020, Keap and WePay has partnered to introduce an enhanced payment option.

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TABLE OF CONTENTS

1 INTRODUCTION (Page No. - 25)
    1.1 OBJECTIVES OF THE STUDY
    1.2 MARKET DEFINITION
           1.2.1 INCLUSIONS AND EXCLUSIONS
    1.3 MARKET SCOPE
           1.3.1 MARKET SEGMENTATION
           1.3.2 REGIONS COVERED
           1.3.3 YEARS CONSIDERED FOR THE STUDY
    1.4 CURRENCY CONSIDERED
    1.5 STAKEHOLDERS
    1.6 SUMMARY OF CHANGES

2 RESEARCH METHODOLOGY (Page No. - 30)
    2.1 RESEARCH DATA
           FIGURE 1 MARKETING AUTOMATION MARKET: RESEARCH DESIGN
           2.1.1 SECONDARY DATA
           2.1.2 PRIMARY DATA
                    2.1.2.1 Breakup of primary profiles
                               FIGURE 2 BREAKUP OF PRIMARY INTERVIEWS: BY COMPANY TYPE, DESIGNATION, AND REGION
                    2.1.2.2 Key industry insights
    2.2 MARKET BREAKUP AND DATA TRIANGULATION
           FIGURE 3 DATA TRIANGULATION
    2.3 MARKET SIZE ESTIMATION
           FIGURE 4 MARKETING AUTOMATION MARKET: TOP-DOWN AND BOTTOM-UP APPROACHES
           FIGURE 5 MARKET SIZE ESTIMATION METHODOLOGY – APPROACH 1 (SUPPLY SIDE): REVENUE OF MARKETING AUTOMATION FROM VENDORS
           FIGURE 6 MARKET SIZE ESTIMATION METHODOLOGY: BOTTOM-UP APPROACH (SUPPLY SIDE): COLLECTIVE REVENUE OF MARKETING AUTOMATION VENDORS
           FIGURE 7 MARKET SIZE ESTIMATION METHODOLOGY - APPROACH 2 (DEMAND SIDE): MARKETING AUTOMATION MARKET
           FIGURE 8 MARKET SIZE ESTIMATION METHODOLOGY – (SUPPLY SIDE): ILLUSTRATION OF VENDOR REVENUE ESTIMATION
    2.4 MARKET FORECAST
           TABLE 1 FACTOR ANALYSIS
    2.5 COMPANY EVALUATION MATRIX METHODOLOGY
           FIGURE 9 COMPANY EVALUATION MATRIX: CRITERIA WEIGHTAGE
    2.6 STARTUP/SME EVALUATION MATRIX METHODOLOGY
           FIGURE 10 STARTUP/SME EVALUATION MATRIX: CRITERIA WEIGHTAGE
    2.7 ASSUMPTIONS FOR THE STUDY
    2.8 LIMITATIONS OF THE STUDY

3 EXECUTIVE SUMMARY (Page No. - 41)
    FIGURE 11 MARKETING AUTOMATION MARKET: GLOBAL SNAPSHOT, 2020–2027
    FIGURE 12 TOP-GROWING SEGMENTS IN THE MARKET
    FIGURE 13 SOFTWARE SEGMENT TO ACCOUNT FOR A LARGER MARKET SIZE DURING THE FORECAST PERIOD
    FIGURE 14 SOCIAL MEDIA MARKETING APPLICATION TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD
    FIGURE 15 CLOUD DEPLOYMENT TYPE TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD
    FIGURE 16 SMALL AND MEDIUM-SIZED ENTERPRISES TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD
    FIGURE 17 RETAIL AND CONSUMER GOODS VERTICAL TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD
    FIGURE 18 NORTH AMERICA TO ACCOUNT FOR THE LARGEST MARKET SHARE DURING THE FORECAST PERIOD

4 PREMIUM INSIGHTS (Page No. - 47)
    4.1 BRIEF OVERVIEW OF THE MARKETING AUTOMATION MARKET
           FIGURE 19 INCREASING DEMAND FOR AUTOMATION AND DIGITAL MARKETING PLATFORMS DRIVING THE GROWTH OF THE MARKET
    4.2 MARKET, BY COMPONENT, 2022 VS. 2027
           FIGURE 20 SOFTWARE SEGMENT TO ACCOUNT FOR A LARGER MARKET SHARE BY 2027
    4.3 MARKET, BY APPLICATION, 2022 VS. 2027
           FIGURE 21 LEAD NURTURING AND LEAD SCORING TO ACCOUNT FOR THE HIGHEST MARKET SHARE BY 2027
    4.4 MARKET, BY DEPLOYMENT TYPE, 2022 VS. 2027
           FIGURE 22 ON-PREMISES DEPLOYMENT TO ACCOUNT FOR A LARGER MARKET SHARE BY 2027
    4.5 MARKET, BY ORGANIZATION SIZE, 2022 VS. 2027
           FIGURE 23 LARGE ENTERPRISES TO ACCOUNT FOR A LARGER MARKET SHARE BY 2027
    4.6 MARKET, BY VERTICAL, 2022 VS. 2027
           FIGURE 24 RETAIL AND CONSUMER GOODS VERTICAL TO ACCOUNT FOR THE LARGEST MARKET SHARE BY 2027
    4.7 MARKETING AUTOMATION MARKET—INVESTMENT SCENARIO
           FIGURE 25 ASIA PACIFIC TO EMERGE AS THE BEST MARKET FOR INVESTMENT IN NEXT FIVE YEARS

5 MARKET OVERVIEW AND INDUSTRY TRENDS (Page No. - 51)
    5.1 INTRODUCTION
    5.2 MARKET DYNAMICS
           FIGURE 26 DRIVERS, RESTRAINTS, OPPORTUNITIES, AND CHALLENGES: MARKETING AUTOMATION MARKET
           5.2.1 DRIVERS
                    5.2.1.1 Rising adoption of SMAC technologies
                    5.2.1.2 Need for personalized marketing to maximize returns by reaching target audience
                    5.2.1.3 Increasing focus of enterprises to optimize marketing spending
                    5.2.1.4 Growing number of marketing channels to reach end customers
           5.2.2 RESTRAINTS
                    5.2.2.1 Security and privacy concerns for confidential data
           5.2.3 OPPORTUNITIES
                    5.2.3.1 Increasing adoption of AI and ML
                    5.2.3.2 High adoption of marketing automation solutions among SMEs
           5.2.4 CHALLENGES
                    5.2.4.1 Integrating marketing automation software with other business applications
                    5.2.4.2 Inconsistent historic data storage format makes data processing difficult for marketing automation vendors
                    5.2.4.3 Selection of relevant marketing automation software and vendors
    5.3 ECOSYSTEM
           FIGURE 27 MARKETING AUTOMATION MARKET: ECOSYSTEM
    5.4 SUPPLY CHAIN ANALYSIS
           FIGURE 28 MARKET: SUPPLY CHAIN
    5.5 KEY STAKEHOLDERS AND BUYING CRITERIA
           5.5.1 KEY STAKEHOLDERS IN THE BUYING PROCESS
                    TABLE 2 KEY STAKEHOLDERS IN THE BUYING PROCESS BY TOP THREE INDUSTRY VERTICAL
           5.5.2 BUYING CRITERIA
                    TABLE 3 MARKETING AUTOMATION VENDORS' SELECTION CRITERIA
    5.6 TECHNOLOGICAL ANALYSIS
           5.6.1 ARTIFICIAL INTELLIGENCE
           5.6.2 DATA ANALYTICS
           5.6.3 MACHINE LEARNING
           5.6.4 INTERNET OF THINGS
    5.7 KEY CONFERENCES AND EVENTS IN 2022–2023
           TABLE 4 MARKETING AUTOMATION MARKET: DETAILED LIST OF CONFERENCES AND EVENTS
    5.8 COVID-19 DRIVEN MARKET DYNAMICS
           5.8.1 DRIVERS AND OPPORTUNITIES
           5.8.2 RESTRAINTS AND CHALLENGES
    5.9 PRICING ANALYSIS
           TABLE 5 HUBSPOT: PRICING ANALYSIS OF VENDORS IN THE MARKET
           TABLE 6 ACTIVECAMPAIGN: PRICING ANALYSIS OF VENDORS IN THE MARKET
    5.10 PATENT ANALYSIS
           FIGURE 29 NUMBER OF PATENTS PUBLISHED, 2012–2022
           FIGURE 30 TOP FIVE PATENT OWNERS (GLOBAL)
           TABLE 7 TOP TEN PATENT APPLICANTS (UNITED STATES)
           TABLE 8 MARKETING AUTOMATION MARKET: PATENTS GRANTED TO MARKETING AUTOMATION VENDORS
    5.11 CASE STUDY ANALYSIS
           5.11.1 CASE STUDY 1: SYNCHRONIZED MARKETING CAPABILITIES AND CAMPAIGN MANAGEMENT
           5.11.2 CASE STUDY 2: AWARENESS AND INVESTMENT WITH A SUCCESSFUL CAMPAIGN MANAGEMENT
           5.11.3 CASE STUDY 3: IMPROVED SERVICE AND LEAD MANAGEMENT
           5.11.4 CASE STUDY 4: BETTER ENGAGEMENT WITH CUSTOMERS
           5.11.5 CASE STUDY 5: DELIVERED CONSISTENT, PERSONALIZED EXPERIENCE ON EVERY CHANNEL
    5.12 PORTER’S FIVE FORCES ANALYSIS
                    FIGURE 31 MARKET: PORTER’S FIVE FORCES ANALYSIS
                    TABLE 9 MARKETING AUTOMATION MARKET: PORTER’S FIVE FORCES ANALYSIS
           5.12.1 DEGREE OF COMPETITION
           5.12.2 BARGAINING POWER OF SUPPLIERS
           5.12.3 BARGAINING POWER OF BUYERS
           5.12.4 NEW ENTRANTS
           5.12.5 THREAT OF SUBSTITUTES
    5.13 TARIFF AND REGULATORY LANDSCAPE
           5.13.1 REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS
                    TABLE 10 NORTH AMERICA: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES AND OTHER ORGANIZATIONS
                    TABLE 11 EUROPE: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS
                    TABLE 12 ASIA PACIFIC: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS
                    TABLE 13 REST OF WORLD: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS
           5.13.2 REGULATIONS
                    5.13.2.1 North America
                    5.13.2.2 Europe
                    5.13.2.3 Asia Pacific
                    5.13.2.4 Middle East and South Africa
                    5.13.2.5 Latin America

6 MARKETING AUTOMATION MARKET, BY COMPONENT (Page No. - 77)
    6.1 INTRODUCTION
           FIGURE 32 SERVICES SEGMENT TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD
           TABLE 14 MARKET, BY COMPONENT, 2017–2020 (USD MILLION)
           TABLE 15 MARKET, BY COMPONENT, 2021–2027 (USD MILLION)
           TABLE 16 COMPONENT: MARKET, BY REGION, 2017–2020 (USD MILLION)
           TABLE 17 COMPONENT: MARKET, BY REGION, 2021–2027 (USD MILLION)
           6.1.1 COMPONENTS: MARKET DRIVERS
           6.1.2 COMPONENTS: COVID-19 IMPACT
    6.2 SOFTWARE
           TABLE 18 SOFTWARE: MARKET, BY REGION, 2017–2020 (USD MILLION)
           TABLE 19 SOFTWARE: MARKET, BY REGION, 2021–2027 (USD MILLION)
    6.3 SERVICES
           TABLE 20 SERVICES: MARKET, BY REGION, 2017–2020 (USD MILLION)
           TABLE 21 SERVICES: MARKET, BY REGION, 2021–2027 (USD MILLION)

7 MARKETING AUTOMATION MARKET, BY DEPLOYMENT TYPE (Page No. - 83)
    7.1 INTRODUCTION
           FIGURE 33 CLOUD DEPLOYMENT TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD
           TABLE 22 MARKET, BY DEPLOYMENT TYPE, 2017–2020 (USD MILLION)
           TABLE 23 MARKET, BY DEPLOYMENT TYPE, 2021–2027 (USD MILLION)
           7.1.1 DEPLOYMENT TYPES: MARKET DRIVERS
           7.1.2 DEPLOYMENT TYPES: COVID-19 IMPACT
    7.2 CLOUD
           TABLE 24 CLOUD: MARKET, BY REGION, 2017–2020 (USD MILLION)
           TABLE 25 CLOUD: MARKET, BY REGION, 2021–2027 (USD MILLION)
    7.3 ON-PREMISES
           TABLE 26 ON-PREMISES: MARKET, BY REGION, 2017–2020 (USD MILLION)
           TABLE 27 ON-PREMISES: MARKET, BY REGION, 2021–2027 (USD MILLION)

8 MARKETING AUTOMATION MARKET, BY APPLICATION (Page No. - 88)
    8.1 INTRODUCTION
           8.1.1 APPLICATIONS: MARKET DRIVERS
           8.1.2 APPLICATIONS: COVID-19 IMPACT
           FIGURE 34 SOCIAL MEDIA MARKETING APPLICATION TO GROW AT THE HIGHEST CAGR DURING THE FORECAST PERIOD
           TABLE 28 MARKET SIZE, BY APPLICATION, 2017–2020 (USD MILLION)
           TABLE 29 MARKET SIZE, BY APPLICATION, 2021–2027 (USD MILLION)
    8.2 CAMPAIGN MANAGEMENT
           TABLE 30 CAMPAIGN MANAGEMENT: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 31 CAMPAIGN MANAGEMENT: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    8.3 EMAIL MARKETING
           TABLE 32 EMAIL MARKETING: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 33 EMAIL MARKETING: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    8.4 LEAD NURTURING AND LEAD SCORING
           TABLE 34 LEAD NURTURING AND LEAD SCORING: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 35 LEAD NURTURING AND LEAD SCORING: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    8.5 SOCIAL MEDIA MARKETING
           TABLE 36 SOCIAL MEDIA MARKETING: MARKETING AUTOMATION MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 37 SOCIAL MEDIA MARKETING: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    8.6 INBOUND MARKETING
           TABLE 38 INBOUND MARKETING: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 39 INBOUND MARKETING: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    8.7 ANALYTICS AND REPORTING
           TABLE 40 ANALYTICS AND REPORTING: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 41 ANALYTICS AND REPORTING: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    8.8 OTHER APPLICATIONS
           TABLE 42 OTHER APPLICATIONS: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 43 OTHER APPLICATIONS: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)

9 MARKETING AUTOMATION MARKET, BY ORGANIZATION SIZE (Page No. - 99)
    9.1 INTRODUCTION
           9.1.1 ORGANIZATION SIZE: MARKET
           9.1.2 ORGANIZATION SIZE: COVID-19 IMPACT
                    FIGURE 35 SMALL AND MEDIUM-SIZED ENTERPRISES SEGMENT TO GROW AT A HIGHER CAGR DURING THE FORECAST PERIOD
                    TABLE 44 MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                    TABLE 45 MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
    9.2 LARGE ENTERPRISES
           TABLE 46 LARGE ENTERPRISES: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 47 LARGE ENTERPRISES: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
    9.3 SMALL AND MEDIUM-SIZED ENTERPRISES
           TABLE 48 SMALL AND MEDIUM-SIZED ENTERPRISES: MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
           TABLE 49 SMALL AND MEDIUM-SIZED ENTERPRISES: MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)

10 MARKETING AUTOMATION MARKET, BY VERTICAL (Page No. - 104)
     10.1 INTRODUCTION
               FIGURE 36 IT AND TELECOM VERTICAL TO ACCOUNT FOR THE LARGEST MARKET SIZE DURING THE FORECAST PERIOD
               TABLE 50 MARKET, BY VERTICAL, 2017–2020 (USD MILLION)
               TABLE 51 MARKET, BY VERTICAL, 2021–2027 (USD MILLION)
             10.1.1 VERTICAL: MARKET DRIVERS
             10.1.2 VERTICAL: COVID-19 IMPACT
     10.2 BANKING, FINANCIAL SERVICES, AND INSURANCE
               TABLE 52 BANKING, FINANCIAL SERVICES, AND INSURANCE: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 53 BANKING, FINANCIAL SERVICES, AND INSURANCE: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.3 IT AND TELECOM
               TABLE 54 IT AND TELECOM: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 55 IT AND TELECOM: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.4 RETAIL AND CONSUMER GOODS
               TABLE 56 RETAIL AND CONSUMER GOODS: MARKETING AUTOMATION MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 57 RETAIL AND CONSUMER GOODS: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.5 TRAVEL AND HOSPITALITY
               TABLE 58 TRAVEL AND HOSPITALITY: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 59 TRAVEL AND HOSPITALITY: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.6 HEALTHCARE AND LIFE SCIENCES
               TABLE 60 HEALTHCARE AND LIFE SCIENCES: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 61 HEALTHCARE AND LIFE SCIENCES: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.7 EDUCATION
               TABLE 62 EDUCATION: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 63 EDUCATION: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.8 MEDIA AND ENTERTAINMENT
               TABLE 64 MEDIA AND ENTERTAINMENT: MARKETING AUTOMATION MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 65 MEDIA AND ENTERTAINMENT: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.9 MANUFACTURING
               TABLE 66 MANUFACTURING: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 67 MANUFACTURING: MARKET, BY REGION, 2021–2027 (USD MILLION)
     10.10 OTHER VERTICAL
               TABLE 68 OTHER VERTICAL: MARKET, BY REGION, 2017–2020 (USD MILLION)
               TABLE 69 OTHER VERTICAL: MARKET, BY REGION, 2021–2027 (USD MILLION)

11 MARKETING AUTOMATION MARKET, BY REGION (Page No. - 117)
     11.1 INTRODUCTION
               FIGURE 37 ASIA PACIFIC TO SHOW THE HIGHEST GROWTH RATE DURING THE FORECAST PERIOD
               TABLE 70 MARKET SIZE, BY REGION, 2017–2020 (USD MILLION)
               TABLE 71 MARKET SIZE, BY REGION, 2021–2027 (USD MILLION)
     11.2 NORTH AMERICA
             11.2.1 NORTH AMERICA: MARKET DRIVERS
             11.2.2 NORTH AMERICA: COVID-19 IMPACT
                       FIGURE 38 NORTH AMERICA: MARKET SNAPSHOT
                       TABLE 72 NORTH AMERICA: MARKETING AUTOMATION MARKET SIZE, BY COMPONENT, 2017–2020 (USD MILLION)
                       TABLE 73 NORTH AMERICA: MARKET SIZE, BY COMPONENT, 2021–2027 (USD MILLION)
                       TABLE 74 NORTH AMERICA: MARKET SIZE, BY APPLICATION, 2017–2020 (USD MILLION)
                       TABLE 75 NORTH AMERICA: MARKET SIZE, BY APPLICATION, 2021–2027 (USD MILLION)
                       TABLE 76 NORTH AMERICA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 77 NORTH AMERICA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
                       TABLE 78 NORTH AMERICA: MARKET SIZE, BY DEPLOYMENT TYPE, 2017–2020 (USD MILLION)
                       TABLE 79 NORTH AMERICA: MARKET SIZE, BY DEPLOYMENT TYPE, 2021–2027 (USD MILLION)
                       TABLE 80 NORTH AMERICA: MARKET SIZE, BY VERTICAL, 2017–2020 (USD MILLION)
                       TABLE 81 NORTH AMERICA: MARKET SIZE, BY VERTICAL, 2021–2027 (USD MILLION)
                       TABLE 82 NORTH AMERICA: MARKET SIZE, BY COUNTRY, 2017–2020 (USD MILLION)
                       TABLE 83 NORTH AMERICA: MARKET SIZE, BY COUNTRY, 2021–2027 (USD MILLION)
             11.2.3 UNITED STATES
                       TABLE 84 UNITED STATES: MARKETING AUTOMATION MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 85 UNITED STATES: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.2.4 CANADA
                       TABLE 86 CANADA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 87 CANADA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
     11.3 EUROPE
             11.3.1 EUROPE: MARKET DRIVERS
             11.3.2 EUROPE: COVID-19 IMPACT
                       TABLE 88 EUROPE: MARKETING AUTOMATION MARKET SIZE, BY COMPONENT, 2017–2020 (USD MILLION)
                       TABLE 89 EUROPE: MARKET SIZE, BY COMPONENT, 2021–2027 (USD MILLION)
                       TABLE 90 EUROPE: MARKET SIZE, BY APPLICATION, 2017–2020 (USD MILLION)
                       TABLE 91 EUROPE: MARKET SIZE, BY APPLICATION, 2021–2027 (USD MILLION)
                       TABLE 92 EUROPE: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 93 EUROPE: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
                       TABLE 94 EUROPE: MARKET SIZE, BY DEPLOYMENT TYPE, 2017–2020 (USD MILLION)
                       TABLE 95 EUROPE: MARKET SIZE, BY DEPLOYMENT TYPE, 2021–2027 (USD MILLION)
                       TABLE 96 EUROPE: MARKET SIZE, BY VERTICAL, 2017–2020 (USD MILLION)
                       TABLE 97 EUROPE: MARKET SIZE, BY VERTICAL, 2021–2027 (USD MILLION)
                       TABLE 98 EUROPE: MARKET SIZE, BY COUNTRY, 2017–2020 (USD MILLION)
                       TABLE 99 EUROPE: MARKET SIZE, BY COUNTRY, 2021–2027 (USD MILLION)
             11.3.3 UNITED KINGDOM
                       TABLE 100 UNITED KINGDOM: MARKETING AUTOMATION MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 101 UNITED KINGDOM: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.3.4 GERMANY
                       TABLE 102 GERMANY: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 103 GERMANY: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.3.5 FRANCE
                       TABLE 104 FRANCE: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 105 FRANCE: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.3.6 ITALY
                       TABLE 106 ITALY: MARKETING AUTOMATION MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 107 ITALY: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.3.7 SPAIN
                       TABLE 108 SPAIN: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 109 SPAIN: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.3.8 REST OF EUROPE
                       TABLE 110 REST OF EUROPE: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 111 REST OF EUROPE: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
     11.4 ASIA PACIFIC
             11.4.1 ASIA PACIFIC: MARKETING AUTOMATION MARKET DRIVERS
             11.4.2 ASIA PACIFIC: COVID-19 IMPACT
                       FIGURE 39 ASIA PACIFIC: MARKET SNAPSHOT
                       TABLE 112 ASIA PACIFIC: MARKET SIZE, BY COMPONENT, 2017–2020 (USD MILLION)
                       TABLE 113 ASIA PACIFIC: MARKET SIZE, BY COMPONENT, 2021–2027 (USD MILLION)
                       TABLE 114 ASIA PACIFIC: MARKET SIZE, BY APPLICATION, 2017–2020 (USD MILLION)
                       TABLE 115 ASIA PACIFIC: MARKET SIZE, BY APPLICATION, 2021–2027 (USD MILLION)
                       TABLE 116 ASIA PACIFIC: MARKET SIZE, BY DEPLOYMENT TYPE, 2017–2020 (USD MILLION)
                       TABLE 117 ASIA PACIFIC: MARKET SIZE, BY DEPLOYMENT TYPE, 2021–2027 (USD MILLION)
                       TABLE 118 ASIA PACIFIC: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 119 ASIA PACIFIC: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
                       TABLE 120 ASIA PACIFIC: MARKET SIZE, BY VERTICAL, 2017–2020 (USD MILLION)
                       TABLE 121 ASIA PACIFIC: MARKET SIZE, BY VERTICAL, 2021–2027 (USD MILLION)
                       TABLE 122 ASIA PACIFIC: MARKET SIZE, BY COUNTRY, 2017–2020 (USD MILLION)
                       TABLE 123 ASIA PACIFIC: MARKET SIZE, BY COUNTRY, 2021–2027 (USD MILLION)
             11.4.3 CHINA
                       TABLE 124 CHINA: MARKETING AUTOMATION MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 125 CHINA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.4.4 JAPAN
                       TABLE 126 JAPAN: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 127 JAPAN: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.4.5 AUSTRALIA AND NEW ZEALAND
                       TABLE 128 AUSTRALIA AND NEW ZEALAND: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 129 AUSTRALIA AND NEW ZEALAND: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.4.6 INDIA
                       TABLE 130 INDIA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 131 INDIA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.4.7 REST OF ASIA PACIFIC
                       TABLE 132 REST OF ASIA PACIFIC: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 133 REST OF ASIA PACIFIC MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
     11.5 MIDDLE EAST & AFRICA
             11.5.1 MIDDLE EAST & AFRICA: MARKET DRIVERS
             11.5.2 MIDDLE EAST & AFRICA: COVID-19 IMPACT
                       TABLE 134 MIDDLE EAST & AFRICA: MARKETING AUTOMATION MARKET SIZE, BY COMPONENT, 2017–2020 (USD MILLION)
                       TABLE 135 MIDDLE EAST & AFRICA: MARKET SIZE, BY COMPONENT, 2021–2027 (USD MILLION)
                       TABLE 136 MIDDLE EAST & AFRICA: MARKET SIZE, BY APPLICATION, 2017–2020 (USD MILLION)
                       TABLE 137 MIDDLE EAST & AFRICA: MARKET SIZE, BY APPLICATION, 2021–2027 (USD MILLION)
                       TABLE 138 MIDDLE EAST & AFRICA: MARKET SIZE, BY DEPLOYMENT TYPE, 2017–2020 (USD MILLION)
                       TABLE 139 MIDDLE EAST & AFRICA: MARKET SIZE, BY DEPLOYMENT TYPE, 2021–2027 (USD MILLION)
                       TABLE 140 MIDDLE EAST & AFRICA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 141 MIDDLE EAST & AFRICA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
                       TABLE 142 MIDDLE EAST & AFRICA: MARKET SIZE, BY VERTICAL, 2017–2020 (USD MILLION)
                       TABLE 143 MIDDLE EAST & AFRICA: MARKET SIZE, BY VERTICAL, 2021–2027 (USD MILLION)
                       TABLE 144 MIDDLE EAST & AFRICA: MARKET SIZE, BY COUNTRY, 2017–2020 (USD MILLION)
                       TABLE 145 MIDDLE EAST & AFRICA: MARKET SIZE, BY COUNTRY, 2021–2027 (USD MILLION)
             11.5.3 KINGDOM OF SAUDI ARABIA
                       TABLE 146 KINGDOM OF SAUDI ARABIA: MARKETING AUTOMATION MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 147 KINGDOM OF SAUDI ARABIA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.5.4 UNITED ARAB EMIRATES
                       TABLE 148 UNITED ARAB EMIRATES: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 149 UNITED ARAB EMIRATES: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.5.5 SOUTH AFRICA
                       TABLE 150 SOUTH AFRICA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 151 SOUTH AFRICA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.5.6 REST OF MIDDLE EAST & AFRICA
                       TABLE 152 REST OF MIDDLE EAST & AFRICA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 153 REST OF MIDDLE EAST & AFRICA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
     11.6 LATIN AMERICA
             11.6.1 LATIN AMERICA: MARKETING AUTOMATION MARKET DRIVERS
             11.6.2 LATIN AMERICA: COVID-19 IMPACT
                       TABLE 154 LATIN AMERICA: MARKET SIZE, BY COMPONENT, 2017–2020 (USD MILLION)
                       TABLE 155 LATIN AMERICA: MARKET SIZE, BY COMPONENT, 2021–2027 (USD MILLION)
                       TABLE 156 LATIN AMERICA: MARKET SIZE, BY APPLICATION, 2017–2020 (USD MILLION)
                       TABLE 157 LATIN AMERICA: MARKET SIZE, BY APPLICATION, 2021–2027 (USD MILLION)
                       TABLE 158 LATIN AMERICA: MARKET SIZE, BY DEPLOYMENT TYPE, 2017–2020 (USD MILLION)
                       TABLE 159 LATIN AMERICA: MARKET SIZE, BY DEPLOYMENT TYPE, 2021–2027 (USD MILLION)
                       TABLE 160 LATIN AMERICA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 161 LATIN AMERICA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
                       TABLE 162 LATIN AMERICA: MARKET SIZE, BY VERTICAL, 2017–2020 (USD MILLION)
                       TABLE 163 LATIN AMERICA: MARKET SIZE, BY VERTICAL, 2021–2027 (USD MILLION)
                       TABLE 164 LATIN AMERICA: MARKET SIZE, BY COUNTRY, 2017–2020 (USD MILLION)
                       TABLE 165 MIDDLE EAST AND AFRICA: MARKETING AUTOMATION MARKET SIZE, BY COUNTRY, 2021–2027 (USD MILLION)
             11.6.3 BRAZIL
                       TABLE 166 BRAZIL: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 167 BRAZIL: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.6.4 MEXICO
                       TABLE 168 MEXICO: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 169 MEXICO: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)
             11.6.5 REST OF LATIN AMERICA
                       TABLE 170 REST OF LATIN AMERICA: MARKET SIZE, BY ORGANIZATION SIZE, 2017–2020 (USD MILLION)
                       TABLE 171 REST OF LATIN AMERICA: MARKET SIZE, BY ORGANIZATION SIZE, 2021–2027 (USD MILLION)

12 COMPETITIVE LANDSCAPE (Page No. - 161)
     12.1 INTRODUCTION
               FIGURE 40 MARKET EVALUATION FRAMEWORK, 2019–2022
     12.2 KEY PLAYERS’ STRATEGIES/RIGHT TO WIN
             12.2.1 OVERVIEW OF STRATEGIES BY KEY MARKETING AUTOMATION VENDORS
     12.3 MARKET SHARE OF TOP VENDORS
               FIGURE 41 MARKETING AUTOMATION MARKET: VENDOR SHARE ANALYSIS
     12.4 COMPETITIVE SCENARIO
               TABLE 172 MARKET: PRODUCT LAUNCHES AND ENHANCEMENTS, 2020–2022
               TABLE 173 MARKET: DEALS, 2019–2020
     12.5 COMPANY EVALUATION QUADRANT
             12.5.1 STARS
             12.5.2 EMERGING LEADERS
             12.5.3 PERVASIVE PLAYERS
             12.5.4 PARTICIPANTS
                       FIGURE 42 MARKET (GLOBAL): COMPANY EVALUATION QUADRANT, 2021
     12.6 COMPANY PRODUCT FOOTPRINT ANALYSIS
               TABLE 174 COMPANY APPLICATION FOOTPRINT
               TABLE 175 COMPANY VERTICAL FOOTPRINT
               TABLE 176 COMPANY REGION FOOTPRINT
               TABLE 177 COMPANY FOOTPRINT
     12.7 SME EVALUATION QUADRANT
             12.7.1 PROGRESSIVE COMPANIES
             12.7.2 RESPONSIVE COMPANIES
             12.7.3 DYNAMIC COMPANIES
             12.7.4 STARTING BLOCKS
                       FIGURE 43 MARKETING AUTOMATION MARKET: SME EVALUATION QUADRANT, 2021
             12.7.5 COMPETITIVE BENCHMARKING
                       TABLE 178 MARKET: DETAILED LIST OF KEY STARTUP/SMES
     12.8 SME/STARTUP PRODUCT FOOTPRINT ANALYSIS
               TABLE 179 SME/STARTUP APPLICATION FOOTPRINT
               TABLE 180 SME/STARTUP VERTICAL FOOTPRINT
               TABLE 181 SME/STARTUP REGION FOOTPRINT
               TABLE 182 SME/STARTUP FOOTPRINT

13 COMPANY PROFILES (Page No. - 175)
     13.1 INTRODUCTION
(Business overview, Products/solutions/services offered, Recent developments & MnM View)*
     13.2 KEY COMPANIES
             13.2.1 ADOBE
                       TABLE 183 ADOBE: BUSINESS OVERVIEW
                       FIGURE 44 ADOBE: COMPANY SNAPSHOT
                       TABLE 184 ADOBE: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 185 ADOBE: PRODUCT LAUNCHES AND ENHANCEMENTS
             13.2.2 IBM
                       TABLE 186 IBM: BUSINESS OVERVIEW
                       FIGURE 45 IBM: COMPANY SNAPSHOT
                       TABLE 187 IBM: PRODUCTS/SOLUTIONS/SERVICES OFFERED
             13.2.3 ORACLE
                       TABLE 188 ORACLE: BUSINESS OVERVIEW
                       FIGURE 46 ORACLE: COMPANY SNAPSHOT
                       TABLE 189 ORACLE: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 190 ORACLE: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 191 ORACLE: DEALS
             13.2.4 SALESFORCE
                       TABLE 192 SALESFORCE: BUSINESS OVERVIEW
                       FIGURE 47 SALESFORCE: COMPANY SNAPSHOT
                       TABLE 193 SALESFORCE: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 194 SALESFORCE: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 195 SALESFORCE: DEALS
             13.2.5 MICROSOFT
                       TABLE 196 MICROSOFT: BUSINESS OVERVIEW
                       FIGURE 48 MICROSOFT: COMPANY SNAPSHOT
                       TABLE 197 MICROSOFT: PRODUCTS/SERVICES/SOLUTIONS OFFERED
                       TABLE 198 MICROSOFT: PRODUCT LAUNCHES AND ENHANCEMENTS
             13.2.6 HUBSPOT
                       TABLE 199 HUBSPOT: BUSINESS OVERVIEW
                       FIGURE 49 HUBSPOT: COMPANY SNAPSHOT
                       TABLE 200 HUBSPOT: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 201 HUBSPOT: PRODUCT LAUNCHES AND ENHANCEMENTS
             13.2.7 KEAP
                       TABLE 202 KEAP: BUSINESS OVERVIEW
                       TABLE 203 KEAP: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 204 KEAP: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 205 KEAP: DEALS
             13.2.8 THRYV
                       TABLE 206 THRYV: BUSINESS OVERVIEW
                       FIGURE 50 THRYV: COMPANY SNAPSHOT
                       TABLE 207 THRYV: SOLUTIONS OFFERED
                       TABLE 208 THRYV: PRODUCT LAUNCHES
                       TABLE 209 THRYV: DEALS
             13.2.9 SENDINBLUE
                       TABLE 210 SENDINBLUE: BUSINESS OVERVIEW
                       TABLE 211 SENDINBLUE: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 212 SENDINBLUE: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 213 SENDINBLUE: DEALS
                       TABLE 214 SENDINBLUE: OTHER DEVELOPMENTS
             13.2.10 TERADATA
                       TABLE 215 TERADATA: BUSINESS OVERVIEW
                       FIGURE 51 TERADATA: COMPANY SNAPSHOT
                       TABLE 216 TERADATA: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 217 TERADATA: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 218 TERADATA: DEALS
             13.2.11 ACT-ON SOFTWARE
                       TABLE 219 ACT-ON SOFTWARE: BUSINESS OVERVIEW
                       TABLE 220 ACT-ON SOFTWARE: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 221 ACT-ON SOFTWARE: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 222 ACT-ON SOFTWARE: DEALS
             13.2.12 ACTIVECAMPAIGN
                       TABLE 223 ACTIVECAMPAIGN: BUSINESS OVERVIEW
                       TABLE 224 ACTIVECAMPAIGN: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 225 ACTIVECAMPAIGN: PRODUCT LAUNCHES AND ENHANCEMENTS
             13.2.13 SAS
                       TABLE 226 SAS: BUSINESS OVERVIEW
                       TABLE 227 SAS: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 228 SAS: PRODUCT LAUNCHES AND ENHANCEMENTS
             13.2.14 GETRESPONSE
                       TABLE 229 GETRESPONSE: BUSINESS OVERVIEW
                       TABLE 230 GETRESPONSE: PRODUCTS/SOLUTIONS/SERVICES OFFERED
                       TABLE 231 GETRESPONSE: PRODUCT LAUNCHES AND ENHANCEMENTS
                       TABLE 232 GETRESPONSE: DEALS
             13.2.15 SHARPSPRING
             13.2.16 CLICKDIMENSIONS
             13.2.17 LEADSQUARED
             13.2.18 ZOHO
             13.2.19 ACOUSTIC
             13.2.20 KLAVIYO
*Details on Business overview, Products/solutions/services offered, Recent developments & MnM View might not be captured in case of unlisted companies.
     13.3 SMES
             13.3.1 OMNISEND
             13.3.2 DRIP
             13.3.3 NET-RESULTS
             13.3.4 SIMPLYCAST
             13.3.5 CONVERTKIT
             13.3.6 VBOUT
             13.3.7 EDRONE
             13.3.8 OMETRIA
             13.3.9 GREENROPE
             13.3.10 ICONTACT

14 ADJACENT MARKET (Page No. - 235)
     14.1 INTRODUCTION
             14.1.1 RELATED MARKET
     14.2 DIGITAL PROCESS AUTOMATION MARKET
               TABLE 233 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY COMPONENT, 2016–2023 (USD MILLION)
               TABLE 234 DIGITAL PROCESS AUTOMATION MARKET, BY SERVICE, 2016–2023 (USD MILLION)
               TABLE 235 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY PROFESSIONAL SERVICE, 2016–2023 (USD MILLION)
               TABLE 236 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY BUSINESS FUNCTION, 2016–2023 (USD MILLION)
               TABLE 237 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY INDUSTRY VERTICAL, 2016–2023 (USD MILLION)
               TABLE 238 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY DEPLOYMENT TYPE, 2016–2023 (USD MILLION)
               TABLE 239 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY ORGANIZATION SIZE, 2016–2023 (USD MILLION)
               TABLE 240 DIGITAL PROCESS AUTOMATION MARKET SIZE, BY REGION, 2016–2023 (USD MILLION)
     14.3 DIGITAL MARKETING SOFTWARE MARKET
               TABLE 241 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY COMPONENT, 2015–2022 (USD MILLION)
               TABLE 242 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY SOFTWARE, 2015–2022 (USD MILLION)
               TABLE 243 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY SERVICE, 2015–2022 (USD MILLION)
               TABLE 244 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY DEPLOYMENT TYPE, 2015–2022 (USD MILLION)
               TABLE 245 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY ORGANIZATION SIZE, 2015–2022 (USD MILLION)
               TABLE 246 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY INDUSTRY VERTICAL, 2015–2022 (USD MILLION)
               TABLE 247 DIGITAL MARKETING SOFTWARE MARKET SIZE, BY REGION, 2015–2022 (USD MILLION)

15 APPENDIX (Page No. - 241)
     15.1 DISCUSSION GUIDE
     15.2 KNOWLEDGE STORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL
     15.3 AVAILABLE CUSTOMIZATIONS
     15.4 RELATED REPORTS
     15.5 AUTHOR DETAILS

The study involved 4 major activities to estimate the current market size of marketing automation. Exhaustive secondary research was done to collect information on the market, the peer market, and the parent market. The next step was to validate these findings, assumptions, and sizing with industry experts across the value chain through primary research. Both top-down and bottom-up approaches were employed to estimate the complete market size. After that, the market breakup and data triangulation procedures were used to estimate the market size of the segments and subsegments.

Secondary Research

In the secondary research process, various secondary sources were referred to for identifying and collecting information for this study. The secondary sources included annual reports, press releases, and investor presentations of companies; whitepapers; certified publications; and articles from recognized associations, such as data center knowledge and government publishing sources. The research study involved the use of extensive secondary sources, directories, and databases, such as D&B Hoovers, DiscoverOrg, Factiva, Bloomberg BusinessWeek, Statista.com, Cloud Computing Association, OpenFog Consortium, Association for Computer Operations Management (AFCOM), European Data Centre Association (EUDCA), Open Data Center Alliance (ODCA), Data Center Alliance (DCA), Asia Data Center Alliance (ADCA), and European Telecommunications Standards Institute (ETSI)to identify and collect information useful for this technical, market-oriented, and commercial study of the marketing automation market. Secondary research was mainly used to obtain key information about the industry’s value chain, the total pool of key players, market classification and segmentation as per the industry trends to the bottom-most level, regional markets, and key developments from both market and technology-oriented perspectives.

Primary Research

In the primary research process, various primary sources from both the supply and demand sides were interviewed to obtain qualitative and quantitative information for this report. Primary sources from the supply-side included industry experts, such as Chief Executive Officers (CEOs), Vice Presidents (VPs), marketing directors, technology and innovation directors, and related key executives from various key companies and organizations providing marketing automation software. The primary sources from the demand side included the end-users of event management software solutions, which included Chief Information Officers (CIOs), IT technicians and technologists, and IT managers at public and investor-owned utilities.

The following figure depicts the breakup of the primary profiles:

Rotator Cuff Injury Treatment  Market Size, and Share

To know about the assumptions considered for the study, download the pdf brochure

Market Size Estimation

Both top-down and bottom-up approaches were used to estimate and validate the total size of the marketing automation market. They were also used extensively to estimate the size of various subsegments in the market. The research methodology used to estimate the market size includes the following:

  • The key players in the industry and markets have been identified through extensive secondary research.
  • The industry’s supply chain and market size, in terms of value, have been determined through primary and secondary research processes.
  • All percentage shares, splits, and breakdowns have been determined using secondary sources and verified through primary sources.

Data Triangulation

After arriving at the overall market size—using the market size estimation processes as explained above—the market was split into several segments and subsegments. To complete the overall market engineering process and arrive at the exact statistics of each market segment and subsegment, the data triangulation and market breakup procedures were employed, wherever applicable. The data was triangulated by studying several factors and trends from both, the demand and supply sides, in the marketing automation market.

Report Objectives

  • To describe and forecast the Global marketing automation component (software, and services), deployment type(on-premises, cloud), application(campaign management, email marketing, lead nurturing and lead scoring, social media marketing, inbound marketing, inbound marketing, analytics and reporting, and other applications), organization size (SMEs, large enterprises), vertical, and regions from 2022 to 2027, and analyze the various macro and microeconomic factors that affect the market growth
  • To forecast the market size of regional segments: North America, Europe, Asia Pacific (APAC), Middle East and Africa (MEA), and Latin America
  • To provide detailed information related to the major factors (drivers, restraints, opportunities, and challenges) influencing the growth of the marketing automation market.
  • To strategically analyze the market’s subsegments with respect to individual growth trends, prospects, and contribution to the total market
  • To analyze opportunities in the market for stakeholders and provide details of the competitive landscape for major players
  • To comprehensively analyze the core competencies of key players
  • To track and analyze competitive developments, such as mergers and acquisitions, product developments, partnerships and collaborations, and business expansion activities, in the market
  • To track and analyze COVID-19 and competitive developments, such as mergers and acquisitions, new product developments, and partnerships and collaborations, in the market.

Available Customizations

With the given market data, MarketsandMarkets offers customizations as per the company’s specific needs and on best effort basis for profiling of additional market players.

Marketing Automation Market Size,  Share & Growth Report
Report Code
TC 2819
Published ON
Apr, 2022
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