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 helping to eliminate bottlenecks, it also frees up resources and speeds up all processes . Due to its mode of operation, marketing automation is beneficial for structures and brands as well as for marketers 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 information to remember about this innovative marketing practice in 2023.

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, businesses and marketers) say that marketing automation has played an important role in the success of their online marketing campaigns and activities . In addition to optimizing the actions implemented, automation also greatly contributes to improving lead generation and reducing marketing costs. Recent studies show that the practice generated on average a 14.5% increase in sales productivity and a 12.2% reduction in 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 using marketing automation software. 77% say they have seen a significant increase in conversions.
• Marketing automation tools can help brands increase qualified lead generation by 451% while reducing cost per lead 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 leads, 81% for customer loyalty and 66% to optimize the lead nurturing 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 2023

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 businesses recognize that their customers are looking for personalized content . Much more than a simple approach, personalization must therefore be a real priority if structures want to increase the engagement of their customers and attract more consumers . Marketing automation constitutes a major lever insofar as it allows, thanks to dedicated tools, to automatically create and send personalized content .

Data analysis

In the digital age, decision-making must be based on data analysis for each marketing action or campaign to be launched. Automated marketing makes it possible to obtain real-time statistics on the behavior of Internet customers and prospects . The analysis of this data should help companies in the development and implementation of their and communication activities

Omnichannel communication

Modern brands and retailers are required to communicate on various channels (emails, videos, advertisements, social networks/media and others) to maintain a long-lasting and effective relationship with customers/prospects. By relying on marketing automation, companies will be able to implement more coherent and more efficient omnichannel communication .