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市場調查報告書
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1640524

北美行銷自動化軟體：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030 年）

North America Marketing Automation Software Market - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3個工作天內

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簡介目錄

預計預測期內北美行銷自動化軟體市場複合年成長率將達到 12.8%。

北美自動化軟體市場-IMG1

主要亮點

  • 行銷自動化使得協調各個銷售團隊產生和追蹤潛在客戶變得更加容易。行銷團隊利用產生的大量資料來規劃和完善宣傳活動。 eBay 和亞馬遜等電子商務網站使用此類產品根據過去的客戶造訪情況客製化頁面。
  • 此外，行銷自動化軟體為行銷團隊提供了一系列解決方案，使重複任務變得無縫。社群媒體的興起和維持數位存在的重要性是市場成長的主要驅動力。該軟體可用於電子郵件行銷和線上廣告宣傳。擴大使用社群媒體平台來傳播訊息、建立品牌形象和吸引粉絲，正在對市場產生影響。 SaaS 使用率的提高和雲端運算的重大進步促進了市場的成長。行銷自動化是 CRM 軟體市場中快速成長的子集。
  • 此外，將人工智慧和機器學習融入使用常用搜尋短語的搜尋引擎並對其進行最佳化以最大限度地覆蓋市場，很可能成為大公司的一項新策略。預測分析可以幫助您回應不斷變化的客戶需求並相應地集中您的支出。設計適合使用者需求的宣傳活動將會產生潛在客戶，改善客戶體驗，並最終推動市場自動化軟體市場的發展。
  • 然而，資料隱私和安全是採用數位支援技術時的關鍵考慮因素。隨著 SMAC 技術越來越廣泛的應用，公司可能需要更強大的安全和隱私措施來防止違規行為。安全問題影響數位化的成功。隨著客戶資料的成長，安全和隱私問題也隨之成長，使得端點、閘道器和智慧型手機很容易成為駭客的目標。資料安全和隱私是必須有效解決的瓶頸。
  • 隨著新冠疫情的爆發，許多 B2B 行銷公司採取了“安全措施”，削減行銷預算，等待經濟形勢好轉，直到他們能夠分析疫情對其業務的影響。根據 HubSpot 的一項調查，大約一半的企業將行銷預算削減了 1% 至 25%。疫情期間，多數B2B行銷公司報告預算削減了26%或更多，但部分預算此後已恢復，減少了因疫情造成的整體預算削減。除了傳統的漏斗頂端需求產生之外，行銷重點不斷擴大，轉向數位媒體，以及採用可用於跨區域行銷職能的集中式工具，這些都推動了疫情後的市場成長。

北美行銷自動化軟體市場趨勢

零售領域擴大採用自動化工具正在推動市場成長

  • 北美零售市場正在經歷重大轉型，推動力來自智慧型手機、平板電腦和筆記型電腦等各種設備的網路存取。消費者的購物習慣正在根據他們在網路上看到的內容而改變。社群媒體正在影響產品銷售和品牌形象。網路購物在該地區越來越受歡迎，越來越多的零售商透過網路銷售商品。消費行為都會受到追蹤，從而產生大量的資料。
  • 零售商正在採用行銷自動化軟體來跟上快速變化的消費者偏好並提供更有效率的服務。自動化產品建議是行銷自動化的關鍵收益驅動功能。零售行銷自動化使負責人能夠提供一致的客戶體驗並建立更牢固的客戶關係。
  • 交叉銷售和提升銷售產品可以提高您的平均交易價值。這是透過在所有通訊管道中支援自動建議的個人化而實現的。
  • Satocan稱，截至去年12月，加拿大共有7,342家便利商店。其中近 3,000 家商店位於加拿大人口最多的省份安大略省，還有一家位於育空特區。零售業的行銷自動化使用戶能夠促進客戶維繫、應用忠誠度行銷策略並提高客戶終身價值。
  • 零售負責人可以自動發送回饋和評論請求，向高消費客戶提供獨特的宣傳活動，並在用戶流失時觸發消費者參與和重新參與宣傳活動。這些策略使行銷人員能夠加強與客戶的信任並提高他們的終身價值。

預計美國將佔據主要市場佔有率

  • 由於越來越多的人轉向數位化和全通路行銷來取代傳統行銷，該地區對行銷自動化軟體的採用正在增加。根據美國行銷協會/杜克大學 CMO 調查 (n=356)，去年美國B2B 產品負責人預測，他們在傳統廣告上的支出將在未來一年減少 0.61%，而數位行銷支出預計將增加 14.32 .
  • 該地區客戶獲取成本的上升也推動了對行銷自動化軟體的需求。根據 HubSpot 北美調查，超過 60% 的負責人表示，他們的客戶獲取成本在過去三年中有所增加。該地區約 53.85% 接受調查的行銷人員表示他們會衡量客戶獲取成本。
  • 分析在電子郵件行銷等重複性任務中的應用，以及行銷自動化軟體等行銷技術，幫助行銷人員高效使用和分析在大量電子郵件宣傳活動期間收集的資料，負責人。 SharpSpring 等供應商在其行銷自動化平台內提供電子郵件追蹤和分析功能。根據《廣告時代》報道，去年數位收入占美國廣告代理商總收入的 64.2%。
  • 此外，個人化服務因其提供高投資收益而成為市場的主要驅動力。根據個人化登陸頁面公司 Instapage 的調查，88% 的美國負責人表示個人化帶來了可衡量的改進。

北美行銷自動化軟體產業概況

北美行銷自動化軟體市場正在整合，HubSpot、Adobe Inc.、Oracle Corporation、Salesforce 和 Act-on Software 等主要參與者佔據了相當大的市場佔有率。該市場的主要企業正在利用策略合作措施來增加市場佔有率。

  • 2022 年11 月：HubSpot 是一個用於擴展業務的客戶關係管理(CRM) 平台，ClickUp 是一個將工作集中到一處的工作效率平台，它們正在合作幫助客戶開發更有效率的工作流程，我們宣佈建立合作夥伴關係，以幫助團隊更好地協作有效地。透過結合 ClickUp 和 HubSpot 的強大功能，整個客戶生命週期的相關人員都可以從提高生產力中受益。當您的客戶團隊使用 HubSpot 和 ClickUp 時，他們需要的所有資訊都會自動匯總在一起。因此，相關人員可以看到客戶體驗的每個步驟，從交貨到續約。
  • 2022 年 10 月：Adobe 宣佈在 Adob​​e Creative Cloud 和整個 Adob​​e產品系列中推出新的自動化和協作功能。 Adobe Creative Cloud 和 Adob​​e Document Cloud 也透過與 Mastercard、Etsy 和 Meta 達成的新協議提供給中小型企業。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月的分析師支持

目錄

第 1 章 簡介

  • 研究假設和市場定義
  • 研究範圍

第2章調查方法

第3章執行摘要

第4章 市場洞察

  • 市場概況
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 消費者議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭對手之間的競爭強度
  • COVID-19 市場影響評估

第5章 市場動態

  • 市場促進因素
    • 擴大使用社群媒體平台來傳播訊息、建立品牌形象並吸引粉絲
    • 零售業越來越多採用自動化工具
    • 零售和電子商務領域眾多中小企業的崛起
  • 市場限制
    • 市場競爭加劇
    • 安全性問題以及開放原始碼和免費增值行銷工具的存在

第6章 市場細分

  • 按部署
    • 本地
    • 雲
  • 按應用
    • 宣傳活動管理
    • 社群媒體行銷
    • 數位行銷
    • 電子郵件行銷
    • 行動行銷
    • 集客式行銷
    • 其他用途
  • 按最終用戶產業
    • 政府
    • 廣告
    • 媒體與娛樂
    • 零售
    • 製造業
    • BFSI
    • 衛生保健
    • 其他最終用戶產業
  • 按地區
    • 美國
    • 加拿大
    • 北美其他地區

第7章 競爭格局

  • 公司簡介
    • HubSpot
    • Adobe Inc.
    • Oracle Corporation
    • Salesforce
    • Act-on Software
    • IBM Corporation

第8章投資分析

第9章：市場的未來

簡介目錄
Product Code: 54236

The North America Marketing Automation Software Market is expected to register a CAGR of 12.8% during the forecast period.

North America ing Automation Software Market - IMG1

Key Highlights

  • Marketing automation facilitates the coordination of various sales teams to generate and keep track of leads. The marketing team uses the massive amount of data generated to plan and refine their campaigns. E-commerce websites like eBay and Amazon use products like these to customize their pages based on previous customer visits.
  • Additionally, marketing automation software provides marketing teams with various solutions for seamlessly performing repetitive tasks. The rise of social media and the importance of maintaining a digital presence significantly propel the market's growth. The software can be used in email marketing and online advertising campaigns. The increasing use of social media platforms for disseminating information, creating a brand image, and reaching out to followers impacts the market. Increased SaaS usage and significant cloud computing advancements contribute to the market's growth. Marketing automation is a briskly growing subset of the CRM software market.
  • Further, incorporating artificial intelligence and machine learning in search engines by using frequently used search phrases and optimizing them for maximum market reach is likely to be a new strategy for large corporations. Predictive analytics can help them meet the changing needs of their customers and focus their spending accordingly. Campaigns can be designed to meet the user's needs to generate leads, improve the customer experience and, in turn, drive the market automation software market.
  • However, data privacy and security are critical considerations when implementing digital enablement technologies. As SMAC technologies become more widely used, organizations will require more robust security and privacy safeguards to prevent breaches. The issue of security has an impact on digitalization's success. As the number of customer data sets grows, so will the number of security and privacy issues, and endpoints, gateway, and smartphones can become a likely target for hackers. Data security and privacy are a bottleneck that must be effectively addressed.
  • With the onset of the COVID-19 pandemic, many B2B marketing companies adopted a "play it safe" approach through which they reduced their marketing budgets until they could analyze the impact on their businesses and had to wait for the economic scenario to improve. According to a survey by Hubspot, almost half of the businesses implemented a cut of 1%-25% of their marketing budgets. During the pandemic, most B2B marketing companies reported budget cuts of 26%+, but some of the budgets have been restored, resulting in lower overall budgetary cuts due to the pandemic. Expanding focus beyond the traditional top-of-funnel demand generation, migration to digital mediums, and adopting centralized tools that can be used across regional marketing functions are expanding market growth after the pandemic.

North America Marketing Automation Software Market Trends

Increased Adoption of Automation Tools in the Retail Segment to Drive the Market's Growth

  • The retail market in North America is undergoing significant change with internet access on various devices such as smartphones, tablets, and laptops. Consumer shopping habits are changing as a result of what they see online. Social media has an impact on product sales and brand image. Online shopping is becoming more popular in the region, with more and more retailers selling their products on the internet. Consumer behavior online and in stores is being tracked to generate massive amounts of data.
  • Retailers adopt marketing automation software to cope with the rapid shift in consumer preferences and provide efficient services. Automated product recommendations are one of the significant revenue-boosting features in the marketing automation arsenal. Marketers can provide a consistent customer experience and build stronger customer relationships with marketing automation for the retail industry.
  • It Improves average transaction value by cross-selling and upselling products, which is made possible by endorsing personalization in automated recommendations across all communication channels.
  • According to Satcan, there were 7,342 convenience stores in Canada as of December last year. Almost 3,000 of them were in Ontario, Canada's most populated province, with one in Yukon Territory. With marketing automation in retail, users can ease retention, apply loyalty marketing strategies, and increase their customer lifetime value.
  • The retail marketer can automate requests for feedback and reviews, launch unique campaigns for high-spending customers, and trigger consumer engagement and re-engagement campaigns when subscribers become distant. These tactics strengthen the marketer's rapport with their customers and increase their lifetime value.

United States is Expected to Hold Major Market Share

  • The adoption of marketing automation software has been increasing in the region as there has been a shift to digital omnichannel marketing compared to traditional marketing. According to the CMO Survey by American Marketing Association and Duke University (n=356), last year, B2B product marketers in the United States suggested that their spending on traditional advertising was expected to decline by 0.61% in the following year, while the digital marketing spending was projected to increase by 14.32%.
  • The region's growth in customer acquisition costs also pushes the need for marketing automation software. According to HubSpot North American Survey, over 60% of the marketers surveyed suggested that their customer acquisition costs have increased over the past three years. About 53.85% of the marketers surveyed in the region said they measure customer acquisition costs.
  • The use of analytics for repetitive tasks such as email marketing and marketing technologies such as marketing automation software that helps efficient use and analysis of data collected during bulk email campaigns has become imperative for marketers. Vendors like SharpSpring offer email tracking and analytics features with their marketing automation platform. According to advertising age, digital revenue accounted for 64.2% of total advertising agency revenue in the United States last year.
  • Personalization services are also becoming a vital driver for the market as they offer a high probability of return on investment. According to Instapage, a provider of personalized landing pages, 88% of US marketers reported seeing measurable improvements due to personalization.

North America Marketing Automation Software Industry Overview

The North American marketing automation software market is consolidated, with major players like HubSpot, Adobe Inc., Oracle Corporation, Salesforce, and Act-on Software, among others, holding a significant market share. The key players in the market leverage strategic collaborative initiatives to increase their market share.

  • November 2022: HubSpot, a customer relationship management (CRM) platform for expanding businesses, and ClickUp, a productivity platform that brings work together in one place, announced a partnership to help customers develop more efficient workflows and collaborate more effectively across teams. Stakeholders throughout the customer lifecycle benefit from enhanced productivity by combining the strong capabilities of ClickUp and HubSpot. Whenever client teams move work ahead using HubSpot and ClickUp, hand-offs are done automatically and with all the necessary information. As a result, stakeholders can keep track of each stage of the client experience, from delivery to renewal.
  • October 2022: Adobe announced new automation and collaboration features throughout Adobe Creative Cloud and the Adobe product portfolio, assisting small and mid-sized enterprises in modernizing workflows while embracing new creative and productivity frontiers. Adobe Creative Cloud and Adobe Document Cloud will be available to SMBs through new agreements with Mastercard, Etsy, and Meta.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitute Products
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Assessment of the Impact of COVID-19 on the Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increasing Use of Social Media Platforms for Disseminating Information, Creating Brand Image, and Reaching Out to Followers
    • 5.1.2 Increasing Adoption of Automation Tools in Retail Sector
    • 5.1.3 Emergence of Large Numbers of Medium and Small Enterprises in Retail and E-commerce Sectors
  • 5.2 Market Restraints
    • 5.2.1 Intense Competition in the Market
    • 5.2.2 Security Concerns and Presence of Open-Source and Freemium Marketing Tools

6 MARKET SEGMENTATION

  • 6.1 By Deployment
    • 6.1.1 On-premise
    • 6.1.2 Cloud
  • 6.2 By Application
    • 6.2.1 Campaign Management
    • 6.2.2 Social Media Marketing
    • 6.2.3 Digital Marketing
    • 6.2.4 E-mail Marketing
    • 6.2.5 Mobile Marketing
    • 6.2.6 Inbound Marketing
    • 6.2.7 Other Applications
  • 6.3 By End-user Industry
    • 6.3.1 Government
    • 6.3.2 Advertising
    • 6.3.3 Media and Entertainment
    • 6.3.4 Retail
    • 6.3.5 Manufacturing
    • 6.3.6 BFSI
    • 6.3.7 Healthcare
    • 6.3.8 Other End-user Industries
  • 6.4 By Geography
    • 6.4.1 United States
    • 6.4.2 Canada
    • 6.4.3 Rest of North America

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 HubSpot
    • 7.1.2 Adobe Inc.
    • 7.1.3 Oracle Corporation
    • 7.1.4 Salesforce
    • 7.1.5 Act-on Software
    • 7.1.6 IBM Corporation

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET