Marketing automation deals with the software that not only help marketers comprehend lead generation and sales analytics, but also provides valuable insights about customer preferences and trends. Moreover, it enables marketers to oversee online marketing campaigns and evaluate their respective success outcomes, which helps them to allocate funds for the most successful campaigns. In order to optimize and automate leads, a company must leverage the tools of marketing automation. Software used for marketing automation addresses the management and automation of the company’s contact database, customer nurturing, email marketing, and other workflows.

Key drivers of the marketing automation software market is its productivity (RoI), channel agnosticism, increase in revenue generation, customer retention, user efficiency, increase in investment, and generation of leads. Another major driver of the market is productivity as it simplifies organizational and marketing tasks. Marketing automation eliminates repetitive manual processes by substituting it with automated solutions which ultimately results in increase in productivity. Marketing automation uses different marketing platforms such as SEO, CRM tools, and social media and hence are called channel agnostic. It is projected that major players performing in the marketing, identified marketing automation as a key contributor to improved revenue. Enterprises heavily rely on social media channels to obtain insights about customer preferences and trends. Customer acquisition and customer retention plays a vital role for the growth of a company. Thus, marketing automation helps in analyzing customer needs and retaining customers with the help of market intelligence. By enhanced investment in marketing automation, B2B companies experience significant increase in revenue due to increase in lead generation. The restraint for the market are the deployment challenges i.e. the implementation of the marketing software as it takes more time to adapt the changes. Lack of knowledge and analytical skills can have an adverse impact on the market acceptance of these technology solutions. Another restraint is the cost of the software. B2B companies or small to medium size businesses at times do not find the technology investment affordable, due to the steep rates of market automation tools. The aim of marketing automation software is to streamline sales and marketing activities by replacing high-touch, repetitive manual processes with automated solutions.

The marketing automation software market is segmented based on deployment, enterprise size, application, industry, and geography. By deployment, the market is segmented as SaaS and on premise. In terms of enterprise size, the market is classified into large, and small and medium enterprises. Based on applications, the market is classified into email marketing, account-based marketing, social media marketing, mobile marketing, digital adds, content based marketing, web based marketing, campaign management software, lead nurturing, and lead scoring. In terms of industry, the market is further classified into retail and consumer goods, healthcare, BFSI, travel and hospitality, automotive, telecommunication, education, manufacturing, media and entertainment, and marketing and advertising. Regional segmentation of the marketing automation software market include North America, Europe, Asia Pacific, Middle East & Africa, and South America. North America is projected to have highest share of the marketing automation software market. The growth rate is mainly because of increasing adoption of advanced business analytics techniques, which is a transition from traditional techniques of analyzing business data.

Key players in the marketing automation software market are Marketo, Inc., Pardot, Oracle Eloqua, Customer.io, HubSpot, Inc., Pica9, Inc., IContact Corporation, BuzzBuilder Pro,  Salesfusion, Genoo, Adobe Systems Incorporated, Cognizant, Salesforce, and IBM Silverpop. Increasing adoption of cloud, growth of advanced analytics, emergence of Internet-of-Things based technologies, and adoption of data-driven decision making practices are some other factors that are stoking growth of the marketing automation software market.

The report offers a comprehensive evaluation of the market. It does so via in-depth qualitative insights, historical data, and verifiable projections about market size. The projections featured in the report have been derived using proven research methodologies and assumptions. By doing so, the research report serves as a repository of analysis and information for every facet of the market, including but not limited to: Regional markets, technology, types, and applications.

The study is a source of reliable data on:

  • Market segments and sub-segments
  • Market trends and dynamics
  • Supply and demand
  • Market size
  • Current trends/opportunities/challenges
  • Competitive landscape
  • Technological breakthroughs
  • Value chain and stakeholder analysis

The regional analysis covers:

  • North America (U.S. and Canada)
  • Latin America (Mexico, Brazil, Peru, Chile, and others)
  • Western Europe (Germany, U.K., France, Spain, Italy, Nordic countries, Belgium, Netherlands, and Luxembourg)
  • Eastern Europe (Poland and Russia)
  • Asia Pacific (China, India, Japan, ASEAN, Australia, and New Zealand)
  • Middle East and Africa (GCC, Southern Africa, and North Africa)

The report has been compiled through extensive primary research (through interviews, surveys, and observations of seasoned analysts) and secondary research (which entails reputable paid sources, trade journals, and industry body databases). The report also features a complete qualitative and quantitative assessment by analyzing data gathered from industry analysts and market participants across key points in the industry’s value chain.

A separate analysis of prevailing trends in the parent market, macro- and micro-economic indicators, and regulations and mandates is included under the purview of the study. By doing so, the report projects the attractiveness of each major segment over the forecast period.

Highlights of the report:

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  • Important changes in market dynamics
  • Market segmentation up to the second or third level
  • Historical, current, and projected size of the market from the standpoint of both value and volume
  • Reporting and evaluation of recent industry developments
  • Market shares and strategies of key players
  • Emerging niche segments and regional markets
  • An objective assessment of the trajectory of the market
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Note: Although care has been taken to maintain the highest levels of accuracy in TMR’s reports, recent market/vendor-specific changes may take time to reflect in the analysis. 

This study by TMR is all-encompassing framework of the dynamics of the market. It mainly comprises critical assessment of consumers' or customers' journeys, current and emerging avenues, and strategic framework to enable CXOs take effective decisions.

Our key underpinning is the 4-Quadrant Framework EIRS that offers detailed visualization of four elements:

  • Customer Experience Maps
  • Insights and Tools based on data-driven research
  • Actionable Results to meet all the business priorities
  • Strategic Frameworks to boost the growth journey

The study strives to evaluate the current and future growth prospects, untapped avenues, factors shaping their revenue potential, and demand and consumption patterns in the global market by breaking it into region-wise assessment.

The following regional segments are covered comprehensively:

  • North America
  • Asia Pacific
  • Europe
  • Latin America
  • The Middle East and Africa

The EIRS quadrant framework in the report sums up our wide spectrum of data-driven research and advisory for CXOs to help them make better decisions for their businesses and stay as leaders.

Below is a snapshot of these quadrants.

1. Customer Experience Map

The study offers an in-depth assessment of various customers’ journeys pertinent to the market and its segments. It offers various customer impressions about the products and service use. The analysis takes a closer look at their pain points and fears across various customer touchpoints. The consultation and business intelligence solutions will help interested stakeholders, including CXOs, define customer experience maps tailored to their needs. This will help them aim at boosting customer engagement with their brands.

2. Insights and Tools

The various insights in the study are based on elaborate cycles of primary and secondary research the analysts engage with during the course of research. The analysts and expert advisors at TMR adopt industry-wide, quantitative customer insights tools and market projection methodologies to arrive at results, which makes them reliable. The study not just offers estimations and projections, but also an uncluttered evaluation of these figures on the market dynamics. These insights merge data-driven research framework with qualitative consultations for business owners, CXOs, policy makers, and investors. The insights will also help their customers overcome their fears.

3. Actionable Results

The findings presented in this study by TMR are an indispensable guide for meeting all business priorities, including mission-critical ones. The results when implemented have shown tangible benefits to business stakeholders and industry entities to boost their performance. The results are tailored to fit the individual strategic framework. The study also illustrates some of the recent case studies on solving various problems by companies they faced in their consolidation journey.

4. Strategic Frameworks

The study equips businesses and anyone interested in the market to frame broad strategic frameworks. This has become more important than ever, given the current uncertainty due to COVID-19. The study deliberates on consultations to overcome various such past disruptions and foresees new ones to boost the preparedness. The frameworks help businesses plan their strategic alignments for recovery from such disruptive trends. Further, analysts at TMR helps you break down the complex scenario and bring resiliency in uncertain times.

The report sheds light on various aspects and answers pertinent questions on the market. Some of the important ones are:

1. What can be the best investment choices for venturing into new product and service lines?

2. What value propositions should businesses aim at while making new research and development funding?

3. Which regulations will be most helpful for stakeholders to boost their supply chain network?

4. Which regions might see the demand maturing in certain segments in near future?

5. What are the some of the best cost optimization strategies with vendors that some well-entrenched players have gained success with?

6. Which are the key perspectives that the C-suite are leveraging to move businesses to new growth trajectory?

7. Which government regulations might challenge the status of key regional markets?

8. How will the emerging political and economic scenario affect opportunities in key growth areas?

9. What are some of the value-grab opportunities in various segments?

10. What will be the barrier to entry for new players in the market?

Note: Although care has been taken to maintain the highest levels of accuracy in TMR’s reports, recent market/vendor-specific changes may take time to reflect in the analysis.

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