30 Martech Statistics to Elevate Your Strategy in 2024

Marketing technology, more commonly referred to as martech, consists of a variety of software, systems, and solutions that improve marketing strategies through the use of technology. The use of martech has grown dramatically over the past decade and will likely continue to.

As the importance of marketing technology expands, it will be essential to keep up with trends in the industry. Luckily for you, we’ve compiled a list of the most important marketing technology statistics you should be aware of.

These stats are divided into the following sections:

• Martech revenue statistics
• Technology & AI martech statistics
• Marketing technology solutions statistics
• Marketing department and company martech statistics

Keep reading to find out more!

Martech revenue statistics

1. Worldwide, the share of marketing budget allocated solely to martech is 26.6% (Source)
2. The global market size of marketing automation was expected to grow to $25.1 billion by 2023 (Source)
3. The martech industry is expected to grow 18% from 2020 to 2027 (Source)
4. The worldwide value of the martech industry is 344.5 billion USD (Source)
5. 68% of CMOs expect their martech spending to increase in the future (Source)

Technology & AI martech statistics

1. There are upwards of 9500 martech tools available worldwide (Source)
2. Artificial intelligence, or AI, is the third biggest new marketing tactic being used in the United States (Source)
3. Only 10% of marketers do not plan to use AI (Source)
4. Global market revenue of AI is expected to grow to $89.85 billion by 2025 (Source)
5. The AI industry is expected to grow the global gross domestic product (GDP) of the energy, utilities, and mining industry by 5.5% in the next decade (Source)
6. About 70% of sales-as-a-service (SaaS) and technology companies use integrated martech tools (Source)
7. Email marketing is the most automated marketing channel, with 65% of marketers saying they automate their email marketing efforts (Source)

Marketing technology solutions statistics

1. The number of martech solutions grew from 150 in 2011 to over 11,000 in 2023 — a 7000%+ increase (Source)
2. A survey showed that 100% of teams in which marketing and sales work together do so through martech (Source)
3. In a recent American Marketing Association (AMA) survey, 89% of marketers said that the tools they used are fully integrated into one platform (Source)
4. A survey of U.S., Canada, and U.K. marketing professionals found that 44% use more than five tools in their marketing tech stack (Source)
5. A survey of marketing technology decision-makers found that the leading barrier to a successful martech solution stack was platform integration (Source)

Marketing department and company martech statistics

1. 68% of CMOs agree that martech is critical for meeting customer expectations (Source)
2. The average enterprise company uses 91 different marketing cloud services (Source)
   
3. 80% of companies say that martech gives them an edge over their competitors (Source)
4. Companies that take a data-centered approach to marketing experience a 15–20% higher return on investment (Source)
5. 44% of marketers have five or more tools in their martech stack (Source)
6. Only 28% of B2B marketers have the technology they need (Source)
7. 48% of B2B marketers cite technology issues as their biggest challenge (Source)
8. 78% of marketers say that marketing analytics tools are some of the most important tools in their martech stack (Source)
9. 28% of marketers say that social media management tools are the most important tools in their martech stack (Source)
10. More than three in five brands are not ready for Google to phase out cookies and don’t have a new plan in place to track customer data (Source)
11. 79% of marketers have integrated their marketing and analytics tech stacks (Source)
12. 45% of marketers say that they’re not fully taking advantage of their martech tools (Source)
13. 36% of marketers want to reduce the number of martech tools they’re using (Source)

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As you can see, marketing technology is continuing to grow as an industry and will become increasingly important in the coming years. If you’re ready to use technology to improve your marketing efforts, reach out to us at WebFX to learn more about MarketingCloudFX — our digital marketing automation platform.

Want to learn more about marketing technology? Check out our other martech resources.