Ascend2 surveyed 387 marketing professionals for its 2024 State of Marketing Automation report.
The report focuses on strategies, goals, AI uses, and automation priorities.
Ascend2 State of Marketing AutomationStatistics & Research
Marketing Automation Statistics
A sourced marketing automation statistics page for teams planning workflows, lead nurturing, CRM automation, email automation, AI, and reporting.
Last updated: May 202620 sourced statistics7 min read
Top key statistics
Key marketing automation statistics
Start here if you need the highest-signal numbers for a presentation, strategy document, article, or stakeholder discussion.
45% of marketers in Ascend2 research named targeting audiences as an effective AI application in automation.
Audience targeting is the leading AI automation use case in the report.
Ascend2 State of Marketing Automation39% named analytics and reporting as an effective AI application in marketing automation.
Reporting automation helps teams move faster from data collection to decisions.
Ascend2 State of Marketing Automation36% named email marketing as an effective AI application in marketing automation.
Email remains one of the most practical channels for triggered journeys, segmentation, and AI-assisted content.
Ascend2 State of Marketing Automation34% named content creation as an effective AI application in marketing automation.
AI content tools can support campaign drafts, variants, and personalization when reviewed by humans.
Ascend2 State of Marketing AutomationTable of contents
Top key statsResearch contextAI in automationEmail automationAI contentPersonalizationCustomer service automationLead nurturingOptimizationAutomation adoptionWorkflow automationReporting automationAI mediaAI agentsAI adoptionData readinessRevenue operationsHow to use these statisticsCite this pageEmbed badgeRelated resourcesFAQsSources
1 stats
Research context
012024
Ascend2 surveyed 387 marketing professionals for its 2024 State of Marketing Automation report.
The report focuses on strategies, goals, AI uses, and automation priorities.
Ascend2 State of Marketing Automation2 stats
AI in automation
022024
45% of marketers in Ascend2 research named targeting audiences as an effective AI application in automation.
Audience targeting is the leading AI automation use case in the report.
Ascend2 State of Marketing Automation032024
39% named analytics and reporting as an effective AI application in marketing automation.
Reporting automation helps teams move faster from data collection to decisions.
Ascend2 State of Marketing Automation1 stats
Email automation
042024
36% named email marketing as an effective AI application in marketing automation.
Email remains one of the most practical channels for triggered journeys, segmentation, and AI-assisted content.
Ascend2 State of Marketing Automation2 stats
AI content
052024
34% named content creation as an effective AI application in marketing automation.
AI content tools can support campaign drafts, variants, and personalization when reviewed by humans.
Ascend2 State of Marketing Automation132026
80% of marketers used AI for content creation.
AI content adoption has moved into mainstream marketing workflows, especially for drafts and variants.
HubSpot Marketing Statistics1 stats
Personalization
062024
33% named personalization as an effective AI application in marketing automation.
Personalization works best when customer data and lifecycle stages are reliable.
Ascend2 State of Marketing Automation1 stats
Customer service automation
072024
28% named customer service as an effective AI application in marketing automation.
Marketing automation increasingly overlaps with support through lifecycle messaging and conversational journeys.
Ascend2 State of Marketing Automation1 stats
Lead nurturing
082024
25% named lead generation and qualification as an effective AI automation use case.
Lead qualification can connect forms, chatbots, enrichment, routing, and CRM tasks.
Ascend2 State of Marketing Automation1 stats
Optimization
092024
14% named campaign or channel optimization as an effective AI application.
Optimization is still an emerging AI automation use case compared with targeting, reporting, and email.
Ascend2 State of Marketing Automation1 stats
Automation adoption
102026
47% of marketers reported using automation to make marketing processes more efficient.
HubSpot data connects automation to operational efficiency rather than only campaign output.
HubSpot Marketing Statistics2 stats
Workflow automation
112026
93% of marketers reported using automation for administrative tasks.
Scheduling, notes, and documentation are common first automation wins.
HubSpot Marketing Statistics202026
IT teams using AI and automation cut more than 30 minutes per support ticket.
The support-ticket benchmark illustrates how automation can create measurable time savings in operational workflows.
Zapier Business Automation Statistics1 stats
Reporting automation
122026
About 92% of marketers used automation for data analysis and reporting.
Automated reporting helps teams identify channel performance and campaign bottlenecks faster.
HubSpot Marketing Statistics1 stats
AI media
142026
75% of marketers used AI for media production.
Media automation can include creative variations, image support, short-form assets, and campaign production.
HubSpot Marketing Statistics1 stats
AI agents
152025
19.65% of marketers planned to use AI agents to automate marketing in 2025.
Agentic marketing automation is still early but growing as teams test autonomous workflow assistants.
HubSpot Marketing Statistics2 stats
AI adoption
162024
78% of Singapore marketers had experimented with or implemented AI in Salesforce research.
Salesforce country-level data shows high AI adoption among surveyed marketers in Singapore.
Salesforce State of Marketing172024
High-performing marketing teams were 3.1x more likely to have fully implemented AI.
Salesforce links AI implementation maturity with marketing performance differences.
Salesforce State of Marketing1 stats
Data readiness
182024
Only 21% of surveyed Singapore marketers were fully satisfied with their ability to unify customer data.
Data unification remains a major blocker for advanced automation and personalization.
Salesforce State of Marketing1 stats
Revenue operations
192026
More than 90% of RevOps teams use automation.
Zapier reports automation adoption across revenue operations, where CRM, marketing, and sales workflows meet.
Zapier Business Automation StatisticsPractical use
How to use these statistics
Use these numbers as planning inputs, not one-size-fits-all guarantees. Results vary by market, offer, implementation quality, and data hygiene.
1. Start with repeatable workflows: lead capture, segmentation, welcome journeys, sales alerts, proposal reminders, and reporting.
2. Treat data quality as the foundation. Automation only scales results when contact records, consent, sources, and stages are reliable.
3. Measure automation by time saved, conversion lift, response speed, pipeline created, revenue influenced, and customer retention.
Cite this page
Use this page as a source in your article, report, or presentation.
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Scallar IT Solution. "Marketing Automation Statistics." Last updated May 2026. https://scallar.in/resources/marketing-automation-statistics
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Marketing Automation Statistics by Scallar
<a href="https://scallar.in/resources/marketing-automation-statistics" title="Marketing Automation Statistics">Marketing Automation Statistics research by Scallar IT Solution</a>FAQ
FAQs about marketing automation statistics
What is marketing automation?
Marketing automation uses software to trigger messages, tasks, segmentation, reporting, and handoffs based on customer behavior or lifecycle stage.
Which marketing automation workflows should a business build first?
Start with lead capture to CRM, instant lead alerts, welcome emails, WhatsApp follow-up, abandoned cart or enquiry reminders, and weekly reporting.
How does AI change marketing automation?
AI can help with segmentation, content variants, reporting, lead qualification, personalization, and next-best-action recommendations. Human review and clean data remain important.
What is the difference between CRM automation and marketing automation?
CRM automation manages sales records, owners, stages, tasks, and pipeline. Marketing automation manages audience journeys, campaigns, nurture, and engagement. The best systems connect both.
How should automation ROI be measured?
Measure saved hours, faster lead response, higher conversion rates, lower manual errors, increased pipeline, repeat purchases, and improved reporting accuracy.
Can small businesses use marketing automation?
Yes. Small businesses should start with simple workflows that protect leads and reduce manual work before investing in advanced personalization.
Sources
Source citation table
Every statistic above links to its source. This table deduplicates the reports and pages used for easier verification.
| Source | Used for | Citation link |
|---|---|---|
| Ascend2 State of Marketing Automation | 9 statistics | View source |
| HubSpot Marketing Statistics | 6 statistics | View source |
| Salesforce State of Marketing | 3 statistics | View source |
| Zapier Business Automation Statistics | 2 statistics | View source |
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