United States Marketing Automation Market 2031 | Growth Drivers, Key Players & Investment Opportunities

Market Size and Growth

Marketing Automation Market reached USD 5.2 billion in 2022 and is expected to reach USD 9.7 billion by 2030, growing with a CAGR of 12.6% during the forecast period 2024-2031.

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Key Development:

United States: Recent Marketing Automation Developments

✅ In November 2025, ActiveCampaign launched the first autonomous marketing connector for Anthropic Claude enabling marketers to automate campaigns with AI agents that "imagine, activate & validate" workflows across channels.

✅ In October 2025, ActiveCampaign made "Active Intelligence" its AI‐native automation engine available to all customers, bringing conversational workspace, autonomous agents, and real‐time campaign orchestration to SMBs and agencies alike.

✅ In November 2025, Adobe announced it will acquire Semrush for about US$1.9 billion a move to embed SEO, visibility, and AI‐driven marketing automation into its Experience Cloud, consolidating search, content, and campaign workflows under a unified MarTech stack.

✅ In November 2025, Adobe's acquisition of Semrush was described by analysts as a structural shift toward generative‐AI‐native marketing, with brands needing to optimize visibility not just on search engines but across AI‐powered search and content platforms.

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Japan / APAC: Recent Marketing Automation Developments

✅ In late 2025, the broader trend highlighted by industry sources points to a shift from traditional automation to "agentic" or AI-first marketing systems signaling that firms even in Asia need to adopt platforms designed for real‐time orchestration and personalization.

✅ In late 2025, several Japanese SMEs are increasingly integrating AI-assisted marketing automation tools for email campaigns, social media engagement, and customer journey mapping to enhance personalization.

✅ In late 2025, LINE Corporation expanded its AI-powered marketing services with new automation features for customer engagement and messaging campaigns in Japan.

✅ In late 2025, Rakuten completed a strategic acquisition of a local marketing automation startup, enabling improved AI-powered e-commerce personalization and cross-channel marketing campaigns.

Recent Mergers and Acquisitions :

United States: Recent M&A in Marketing Automation

✅ In December 2025, Salesforce acquired Doti, an agentic enterprise‐search company aiming to embed a unified, intelligent search layer across marketing, CRM, and collaboration tools, further enabling AI‐driven automation for enterprises.

✅ In November 2025, Salesforce acquired Informatica adding its enterprise data‐management, data‐governance, and master‐data capabilities to strengthen the data foundation underpinning AI‐powered marketing automation and enterprise workflows.

✅ In November 2025, Salesforce acquired Apromore, a process‐intelligence software provider boosting its capabilities to help enterprises discover, simulate, and optimize business processes across marketing and operations.

✅ In October 2025, Salesforce completed the acquisition of Regrello, an AI‐native process‐automation startup integrating its technology into Agentforce and Slack to automate complex business workflows.

✅ In March 2025, Braze acquired OfferFit, an AI decisioning company for about USD 325 million integrating OfferFit's reinforcement‐learning-based personalization engine to enhance 1:1 cross-channel engagement and automated customer journeys.

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Japan / Asia‐Regional: Recent M&A / Developments

✅ In late 2025, the broader regional trend shows Japanese MarTech and SaaS firms focusing on AI‐enabled marketing automation and cross-channel marketing offerings, positioning for potential consolidation.

Key Players:

=> Hubspot, Inc., Adobe Systems Incorporated, Active Campaign, Acoustic, L.P., Klaviyo, Microsoft Corporation, Act-On Software, SAS SE, Teradata Corporation and SAP SE.

Key Segments:

By Deployment Model

Public Cloud dominates with 45% share, driven by scalability, lower upfront costs, and rapid adoption across enterprises. Private Cloud holds 30%, preferred by organizations requiring enhanced data security and compliance. Hybrid Cloud accounts for 25%, combining the flexibility of public cloud with the security of private cloud, widely used in regulated industries.

By Organization Size

Large Enterprises represent 50%, leveraging cloud solutions for global operations, advanced analytics, and multi-application deployments. Small and Medium-Sized Enterprises (SMEs) account for 35%, adopting cloud solutions for cost efficiency, flexibility, and remote collaboration. Others contribute 15%, including startups and niche organizations deploying customized solutions.

By Application

BFSI (Banking, Financial Services, and Insurance) leads with 25%, driven by digital transformation, secure data handling, and cloud-based financial platforms. Healthcare & Life Sciences hold 20%, leveraging cloud for patient data management, telehealth, and R&D. IT and Telecommunications contribute 15%, focusing on network infrastructure, SaaS, and cloud-native applications. Consumer Goods and Retail account for 12%, using cloud for e-commerce, analytics, and omnichannel operations. Government & Public Sector represents 10%, adopting cloud for digital governance and citizen services. Others hold 18%, including education, energy, manufacturing, and logistics.

By End-User

Enterprises account for 65%, including large corporates and SMEs across verticals. Startups and Niche Companies contribute 20%, adopting flexible and cost-effective cloud models. Public Sector Organizations hold 15%, driven by digitalization initiatives and smart infrastructure projects.

By Region

Asia-Pacific - Fastest Growing & Largest Region
Asia-Pacific leads the market with 35% share and is the fastest-growing region, driven by high cloud adoption in China, India, Japan, and Australia, expanding digital infrastructure, and rapid SME uptake.

North America - 30% Share
North America is a mature market, supported by advanced IT infrastructure, early adoption of cloud technologies, and strong enterprise demand.

Europe - 20% Share
Europe is growing steadily due to regulatory compliance needs, digital transformation in BFSI and healthcare, and government cloud initiatives.

South America - 10% Share
South America is witnessing growth driven by emerging digital economies, cloud adoption in BFSI and retail, particularly in Brazil and Argentina.

Middle East & Africa - 5% Share
The region is gradually adopting cloud solutions for smart city projects, BFSI, and government digitalization, with focus on Saudi Arabia, UAE, and South Africa.

FAQ

What is the current size of the Marketing Automation Market?

A: In 2022, the Marketing Automation Market was valued at USD 5.2 billion , reflecting its strong industry presence.

Q2: How large is the Marketing Automation Market expected to be by 2030?

A: By 2030, industry forecasts suggest the Marketing Automation Market will grow to around USD 9.7 billion, demonstrating significant expansion.

Q3: What is the growth rate of the Marketing Automation Market?

A: The market is projected to expand at a compound annual growth rate (CAGR) of 12.6% during the forecast period from 2024 to 2031.

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