Which industries use marketing automation?

November 5, 2021 | 4 minute read
Jennifer Wagner
Sr. Product Marketing Manager – B2B Marketing, Oracle Advertising and CX
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Automated processes are becoming the norm rather than the outlier. The shift toward leaner operations was most recently accelerated by the pandemic as marketers are looking to maximize their execution time. But people still have questions about how marketing automation can help their enterprise, no matter the scale. First, here’s a look at which industries are using marketing automation the most in 2021.

Which industries use marketing automation?

Marketing automation software is becoming ubiquitous in every industry, but the key industries using marketing automation are largely software and tech companies. It's forecast that the “[m]arketing automation software market size is projected to reach US$ 7981.6 million by 2027, from US$ 2849 million in 2020, at a CAGR of 15.9% during 2021-2027.” Additionally, healthcare and B2B SaaS organizations are seeing a large uptick in automation adoption, as virtual interactions are more common in a pandemic-wary environment.

Invesp found that “80% of marketing automation users saw an increase in the number of leads using marketing automation software, and 77% had an increase of conversions.” Although it seems as though many companies are coming to marketing automation software because of its email automation features, the importance of social media marketing and data gathering are leading to automation’s adoption in broader ways. These include the health and pharmaceutical industry, manufacturing industries, and real estate industry, with numbers continuing to grow.

What are some examples of marketing automation?

Customer relationship management (CRM)

Customer relationship management (CRM) software automates sales processes and manages cross-functional data to be later used for further segmentation and personalization. CRM software is not a single solution, but an inclusive set of marketing automation cloud solutions that includes sales, service, commerce, and marketing. A solid marketing automation tool should include a customer data platform or other application to combine cloud-based data for the most complete customer view.

Sales force automation

Sales force automation tools streamline sales processes, data, and analytics. These tools automate common sales activities such as creating and tracking sales opportunities, organizing contact and account lists, and documenting the results of sales meetings. It centralizes records of potential customers and allows you to integrate your sales plan with marketing forecasts.

Lead management

Lead management products automate lead generation and scoring. Lead management tools can help identify and score prospective buyers while qualifying and managing prospect lists for sales. Various lead management activities can gauge prospect interest and engagement as they move through the customer journey. Additionally, lead management software can help you align prospect challenges to the right solution. An example can be found in B2B tech and SaaS (Software as a Service) companies, who use lead management software to cultivate leads from prospect status to full customer. Lead management allows these companies to warm existing leads and find potential outliers who may be interested in your offerings.

Analytics-based automation

Analytics-based automation helps marketers visualize incoming customer data and act on that information. Companies can collect data on how customers engage with digital marketing content and offers, and fuel marketing automation with this data to trigger a recommended action to the customer, further personalizing the customer experience. This optimizes the digital experience by making it adaptive and highly relevant at the same time.

Email marketing and social media

Email marketing and social media features automate marketing tasks that are repetitive and manual such as scheduling mail and posts, monitoring, and analytics, so marketers can work on more pressing projects. Moreover, email marketing and social media software helps you integrate these channels into your overall marketing efforts, allowing you to engage with customers and get feedback on promotions with distinctive offers and a broad reach. Entertainment and retail companies use email and social media automation to continually offer short-form content and promotions. The automated features permit marketers to schedule email promotions ahead while gathering data from social media engagements.

Customer loyalty applications

Loyalty applications help administer customer loyalty programs and customer retention efforts. Rewards programs and promotions can capture data with every engagement, building brand loyalty while also giving you a clearer look into loyal customer behaviors. Of course, loyalty programs can always be tweaked to further personalize offerings and the customer experience. The restaurant hospitality industry gets excellent value from automated loyalty programs. By automating loyalty promotions, companies can adjust offerings on the fly, while programming engagement triggers that activate further offers to loyal customers.


For more information on marketing automation software, take a brief self-guided product tour of Oracle Eloqua Marketing Automation and learn how it can help you design and optimize a variety of cross-channel campaigns—from simple to sophisticated.

Jennifer Wagner

Sr. Product Marketing Manager – B2B Marketing, Oracle Advertising and CX

Jennifer Wagner is the head of product marketing for B2B marketing technologies at Oracle and is an AI subject matter expert. She leads analyst report marketing, as well as go-to-market strategies and sales enablement across PaaS and SaaS product categories.


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