An innovation born from digital, marketing automation currently allows brands and businesses to automate various tasks. Publishing blogs, sending emails, scheduling social media and more, automation can be used to carry out many operations, especially those that involve repetitive and/or redundant tasks.
The practice has many advantages . Indeed, in addition to greatly contributing to eliminating the bottlenecks, it also releases resources and accelerates all the processes . Due to its operating mode, marketing automation is beneficial for both structures and brands and for marketing and consumers. Its effectiveness is such that it is today among the most important trends in digital marketing .
Discover in this guide the key figures, statistics and key info to remember on this innovative marketing practice in 2025.
Marketing automation: a great way for brands and businesses to optimize and succeed in their campaigns
According to the latest figures, more than 91 % of users (brands, companies and marketing specialists) say that marketing automation has played an important role in the success of their online campaigns and activities . In addition to optimizing the actions implemented, automation also helps to improve the generation of leads and reduce marketing costs. Recent studies show that the practice generated an average increase of 14.5 % in sales productivity and a reduction of 12.2 % of marketing costs .
In addition to classic and usual tasks, professionals also use marketing automation to improve the results of their other forms of digital communication . More than 20% of users say they have used an automated marketing tool to personalize the subject of their emails . More than 15% indicate that they have used automation software for keyword research , SEO optimization or even communication on social networks .
Quite revealing figures
As with any marketing technique, approach or solution, it is also through its results that we can really judge the effectiveness and true advantages of marketing automation. In terms of ROI (return on investment) , the numbers speak for themselves:
- 4 out of 5 users (80%) have seen a significant increase in the number of leads generated by using marketing automation software. 77% say they have seen a significant increase in conversions.
- Marketing automation tools can help brands increase the generation of 451 % skilled prospects , while reducing the cost by prospect by 33 % .
- 74% of marketers say technology’s ability to save them time was its biggest benefit. 49% say automation has mainly enabled them to provide more personalized content . 45% say they have improved the effectiveness of marketing teams through practice.
- 92 % of users say they have used marketing automation tools to generate qualified prospects 81 % for customer loyalty and 66 % to optimize the prospect maturation process .
- Convinced of the effectiveness of innovation, 63% of marketers plan to increase their marketing automation budget this year.
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The main trends in marketing automation in 2025
In addition to driving sales and leads , marketing automation also makes the customer journey . Furthermore, by allowing professionals to adopt a cross-channel marketing and adapt experiences to personalize them, it also improves the customer experience . Based on the feedback from companies that have embarked on the practice and the analyzes of experts, we can identify three main trends in marketing automation for 2023:
Personalization
More than 80 % of brands and companies recognize that their customers are looking for personalized content . Much more than just an approach, personalization must therefore be a real priority if the structures want to increase their customers' commitment and attract more consumers . Marketing automation is a major lever insofar as it allows, thanks to dedicated tools, to create and automatically send personalized content .
Data analysis
In the digital age, decision -making must be based on data analysis for each action or marketing campaign to be launched. Automated marketing provides real -time statistics on customer behavior and Internet prospects . The analysis of this data should help companies in the development and implementation of their and communication activities
Omnichannel communication
Modern brands and brands are led to communicate on various channels (emails, videos, ads, social networks/media) to maintain a lasting and efficient relationship with customers/prospects. By relying on marketing automation , companies will be able to set up more coherent and more efficient omnichannel communication .
