In recent years, marketing automation software has become an essential platform for every business-to-customer (B2C) and business-to-business (B2B) organization, due to its increasing use for lead generation and lead nurturing. Currently, the software requirement of these organizations is met by Oracle Corporation, Infusion Software Inc., Adobe Inc., SugarCRM Inc., Salesforce.com Inc., Liana Technologies Oy, Act-On Software Inc., IBM Corporation, HubSpot Inc., Acoustic L.P., Teradata Corporation, ActiveCampaign LLC, SAP SE, and SAS Institute Inc.

The industry segment of the marketing automation software market is classified into banking, financial services, and insurance (BFSI), information technology (IT) and telecom, media and entertainment, manufacturing, education, retail and e-commerce, healthcare, and others, including defense, government, automotive, aerospace, transportation and logistics, and travel and hospitality.

Among these, the retail and e-commerce category generated the highest revenue in 2019, due to the soaring consumer spending, increasing adoption of advanced technologies by retail firms, and growing internet penetration. Geographically, North America emerged as the largest user of marketing automation software in the preceding years, due to the presence of numerous software vendors, such as Adobe Inc., SharpSpring Inc., HubSpot Inc., and Oracle Corporation, in the region.

Additionally, the increasing shift of brands toward digital marketing platforms, mounting awareness about the utilization of automation solutions, surging need for personalized campaign management, rising advancements in cloud computing technology, and escalating use of automation tools in end-use industries, especially in the retail sector, will augment the adoption of the software in the region. 

Whereas, the APAC marketing automation software market is set to undergo the most-rapid growth during the forecast period.  This will be on account of the rising internet penetration, flourishing retail and e-commerce sector, increasing developments in the IT industry, soaring focus of brands on marketing their products on online platforms, burgeoning customer demand for advanced products, escalating need for recording real-time data insights to track consumer preference and offer improved experience, and mounting popularity of social media platforms, in the region.

Thus, the mushrooming demand for personalized products and rising implementation of digital media strategies will augment the adoption of marketing automation software.