Market share of the leading marketing automation solution providers worldwide 2024

As of July 2024, HubSpot alone held a share of nearly 35 percent of the marketing automation software industry worldwide. Oracle Marketing Cloud, Welcome, and Adobe Experience Cloud followed with very similar shares: 7.31, 7.24, and 7.05 percent, respectively.

Marketing automation leaders

Headquartered in Massachusetts, HubSpot's journey exemplifies the marketing automation industry's boom. In just half a decade, between 2018 and 2023, HubSpot's global revenue skyrocketed by over 320 percent, surpassing 2.17 billion U.S. dollars in the latter year. During that same period, the cloud and license division of Oracle accounted for over 80 percent of the Texas-based tech giant.

Why use marketing automation?

Marketing automation entails adopting technology, mainly software, to organize repetitive activities in multiple channels, especially online. That tends to make campaigns more effective. An early 2022 survey asked marketers across the world what the benefits of marketing automation were. At least one-third of respondents mentioned improvement in one or more of these five areas: customer experience; use of the staff's time; data and decision making; lead generation and nurturing; and budget usage.