An increasing number of businesses are embracing marketing automation tools. Approximately 56% of companies have already adopted this technology, and the trend is on the rise.
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Choosing the right software can significantly boost a company’s efficiency by optimizing workflows. However, with a myriad of solutions offering diverse features and functionalities, the selection process can be overwhelming.
In this guide, we will explore:
- The essence of marketing automation tools
- Strategies for selecting the ideal marketing automation software
- Options for marketing automation software to consider
Understanding Marketing Automation Tools
Marketing automation tools utilize software to streamline and automate repetitive marketing chores. Some platforms focus on specific tasks like email automation, drip sequences, and CRM updates, while others offer a broader range of services including lead scoring, sales lead management, SMS marketing, and more.
Implementing these tools can enhance your business operations, freeing up time for strategic projects and increasing overall productivity. They also collect valuable data that can be leveraged to tailor marketing campaigns more effectively and boost conversion rates.
Selecting the Best Marketing Automation Software
Depending on your business type and size, your needs from a marketing automation tool can vary. Here’s what to consider when choosing the right marketing automation software for your business:
1. Assess Your Budget and Business Requirements
The primary advantage of automation is efficiency enhancement, allowing more time for valuable tasks and strategic planning. Evaluate the cost against the capabilities.
Small to medium businesses (SMBs) and B2C organizations might need a simpler system primarily for email marketing. In contrast, B2B and enterprise companies might require more comprehensive, and thus more expensive, software to meet their complex needs. Aim for a solution that offers growth potential and scalability without unnecessary operational bloat.
2. Determine Software Usability
Given the technical nature of automation, the user interface of your chosen software should be intuitive and user-friendly. Try to preview the UX through screenshots or demos to gauge ease of navigation.
Given the complexities, seek out providers with extensive support resources like tutorials, knowledge bases, and customer service to facilitate your journey with the software."
3. Delve into Analytics and Reporting Capabilities
For any ongoing campaigns, tracking their performance is crucial. Ensure that your chosen software provides comprehensive analytics to monitor vital metrics effectively.
In environments with multiple stakeholders, like B2B and enterprises, sophisticated reporting features such as customizable dashboards and automated email reports may be necessary.
4. Investigate Compatibility and Integrations
Consider how the marketing automation software will integrate with your current systems. Seamless integration is key for efficient data management and maximizing the utility of your tools.
Pro-tip: Check out our compilation of essential marketing apps in the Marketing Automation App Marketplace.
5. Acknowledge Potential Restrictions
Be aware of any limitations that the platform might impose, such as the number of permissible monthly actions or restrictions on database size.
Before evaluating any software, understand your contact list size, average email volume, and your expectations from the software. This foresight helps avoid underestimating the potential costs.
6. Opt for a Demo
Before finalizing your decision, consider reaching out to providers for a demonstration or availing of their free trial offers. Experiencing a marketing automation tool firsthand can significantly aid in identifying the features that align best with your requirements.
In this curated list, we present various marketing automation tool examples to assist in your decision-making, ensuring you select the most suitable solution for your team’s needs and objectives.
Top Marketing Automation Software
- HubSpot Marketing Automation
- Sender
- ManyChat
- MailModo
- SureTriggers
- LeadSquared
- SendPulse
- Moosend
- Bardeen.ai
- Snov.io
- Omnisend
- EngageBay
- Ontraport
- SendinBlue
- ActiveCampaign
- Salesforce Marketing Cloud Account Engagement
- Keap
- Ortto
- Marketo
- GetResponse
- Drip
- Mautic
1. HubSpot Marketing Automation
HubSpot’s marketing automation functionality is one of the most powerful tools on this list in terms of features. It’s also one of the most popular in terms of customer sentiment, according to the G2 Grid for Marketing Automation.
Of course, HubSpot has a full growth suite that includes sales software, marketing software, and support software, which all integrate automatically with HubSpot’s CRM.
The combined effect of having all of your data and growth activity in one place can unleash tons of creative automation possibilities that would be difficult or impossible if you used separate tools.
As a standalone, HubSpot’s marketing automation functionality includes an easy-to-use visual board where you can craft simple or highly sophisticated conditional workflows.
It can take time to master the tool (you’ll scale up more quickly with the help of AI SEO Academy, but once you get a grasp on it, the creative possibilities are endless.
You can set up simple email list autoresponders, or build an innovative and complex network of rules designed to target specific users with the right email, live chat, website experience, and more.
Price: HubSpot’s email and form marketing automation tools are free. Increased access and features are available in paid versions of Marketing Hub, which start at $45 per month.
Did you know? 57% of HubSpot Marketing Hub customers saw an increase in the number of leads generated with their marketing campaigns.
2. Sender
Sender is a top email and SMS automation tool with affordability for small and growing businesses. It has everything you need for successful campaigns from a simple drag-and-drop email builder to in-depth analytics and heatmap.
With Sender, you can grow your email list with high-converting popups, customize premade email templates, and employ an email design builder to create high-converting emails. Once your email is ready, you can create automated workflows without a hassle and send the right message to the right audience using smart segmentation.
With Sender, you can use email automation and other premium features for up to 2,500 subscribers for free. They also provide additional features that are perfect for abandonment cart recovery, win-back emails, feedback and order confirmation emails, and more.
Price: Sender has a Free Forever plan that offers many premium features for up to 2,500 subscribers and 15,000 emails per month. Paid plans start only at $8.
3. ManyChat
Marketing automation isn’t just about email. Imagine automating some of your most repetitive conversations with customers on other platforms. ManyChat functions as a chatbot that can do just that on Facebook Messenger, Instagram Direct Messages, WhatsApp, and SMS.
A bot can be built in minutes with ManyChat’s templates and easy-to-use interface. In addition, the information you learn about your users can be synced to your CRM and other tools.
Price: ManyChat offers a free monthly plan that allows engagement with up to 1,000 contacts via Instagram Direct Messages, Facebook Messenger, and WhatsApp. Additional access and features are available through ManyChat’s paid plans, which start at $15 per month.
4. MailModo
Mailmodo is a one-step email marketing solution platform. It allows you to create and send AMP-powered interactive emails without coding. You can use their drag-and-drop template editor to build email templates with interactive widgets that give your emails app-like functionality. If you don’t want to build one from scratch, you can choose one from their template library, which contains templates for various use cases.
Mailmodo also has a visual customer journey editor that follows that same drag-and-drop concept, making setting up email automations a breeze. For example, you can set up automations that send an email after a fixed interval or by condition, like when a customer opens an email, clicks on a link, or submits a response. These workflows are easy to set up and highly customizable to your needs.
Mailmodo’s other features allow you to segment your subscribers dynamically, set up send time optimization to send emails at the most optimal time, test different versions of the same email before sending and view the performance of your email campaigns in a dashboard.
Mailmodo has also been working on some AI-powered tools, the result of which is their AI subject line generator. They’re also working on an AI content generator and an AI template creator that we’re really excited about.
Price: Mailmodo has three pricing plans: Lite (\(49/month), Pro (\)99/month), and Max ($199/month). Each plan allows you to send emails to 2,500 contacts, with monthly send limits that increase with each plan tier. They also offer a free 21-day trial period.
5. SureTriggers
SureTriggers is an automation tool that optimizes workflows and simplifies business procedures. The plugin assists in the automation of repetitive processes, the reduction of manual mistakes, and the enhancement of productivity on your WordPress website.
The ability to integrate with other CRM and marketing tools makes it simple to automate numerous processes and boost productivity. SureTriggers is a valuable solution for companies of all sizes wanting to optimize their marketing automation efforts since it includes features like custom workflows, automation triggers, and reporting.
It also offers a practical and user-friendly solution for automating repetitive operations like lead management, customer service, and email marketing in marketing automation.
By automating these processes, users may save operating expenses, enhance lead generation, and boost customer interaction, contributing to better marketing results.
Price: Free for a lifetime with upgrade options available, check out more here: https://suretriggers.com/pricing/
6. LeadSquared
LeadSquared is a one-stop solution for sales execution and marketing automation. On the platform, you can capture leads across various campaigns and sources, track their activity, and even segment them based on demographics for a targeted approach to marketing. The omnichannel platform helps you touch base with leads over email, WhatsApp, SMS, self-serve portals, and more.
The best part about the emails and landing pages on LeadSquared is that they require no code and can be completely customized with a drag-and drop-editor. Once you plan to scale your marketing efforts, you can set up automated and trigger-based workflows to ensure consistent outreach across platforms. LeadSquared also allows you to set up dashboards and in-depth, real-time reports for insights into campaign performance.
Price: The marketing automation suite is available in three tiers for a team of 2-3 users. They’re priced at \(400 for Basic, \)1200 for Standard, and $2500 for the Enterprise plan.
7. SendPulse
Originally an email marketing service, SendPulse has transformed into a comprehensive marketing automation platform, offering a range of channels to connect with both current and potential customers.
Businesses of all sizes can craft highly tailored messaging flows that blend emails, chatbots, and SMS notifications. The visual chatbot builder is particularly versatile, enabling users to design chatbots for platforms like Facebook, Instagram, WhatsApp, Telegram, and Viber. Integration with ChatGPT further enhances the chatbots, making interactions more natural.
Price: SendPulse offers a free monthly plan, with premium plans beginning at approximately $10 per month.
8. Moosend
Moosend caters to a variety of industries with its email marketing automation platform, particularly favored by ecommerce and SaaS sectors.
The automation feature leverages advanced website tracking and triggers, enabling targeted email campaigns based on user interest. For instance, a cart abandonment series can target potential customers who left items in their carts.
Moreover, by collecting and managing customer data, you can tailor product recommendation campaigns and create detailed reports to optimize your promotional strategies.
Price: Moosend provides a 30-day free trial. Subsequently, Pro plans start at $9 per month.
9. Bardeen.ai
Bardeen is an AI-driven automation tool that refines workflows. It simplifies automation to the level of texting a friend. Whether it’s maintaining an updated CRM, personalizing outreach campaigns, or syncing data across various internal tools, Bardeen streamlines your workflow with AI.
Its ability to integrate with other CRMs, such as HubSpot, and over 100 other integrations, simplifies automating numerous processes, enhancing productivity. Bardeen is an efficient solution for companies of all sizes seeking to optimize their marketing and sales automation strategies. Getting started is easy with thousands of ready-to-use automation templates.
Price: Offers a free forever plan; Professional plan begins at $10/month.
10. Snov.io
Snov.io is an essential tool for businesses and sales teams focused on streamlining their lead generation and cold outreach efforts. This all-in-one toolkit is designed for small businesses and individual entrepreneurs to find, verify, and connect with leads, offering features like Email Finder, Email Verifier, Email Warm-Up, free CRM, and more.
Its email automation tool, Email Drip Campaigns, stands out by allowing the creation of highly personalized email campaigns. With a comprehensive reporting and analytics suite, you can monitor the performance of your campaigns and refine your outreach strategies for maximum impact.
Price: Snov.io has a free plan and premium plans starting at $39 per month.
11. Omnisend
Omnisend is an omnichannel marketing automation platform designed for ecommerce. It offers robust automation workflows, with quick setup using pre-built templates tailored for online merchants.
Omnisend allows you to integrate several channels within the same automation workflow: email, SMS, Facebook Messenger, push notifications, and more. It also features an intuitive visual builder and templates, simplifying the creation of workflows, forms, landing pages, pop-ups, and emails.
Price: Omnisend has a free plan suitable for small businesses just starting out. Medium to larger businesses may benefit more from its paid plans, starting at $16 per month.
12. EngageBay
EngageBay caters primarily to small and medium-sized businesses, offering a comprehensive marketing automation platform.
This software boasts a multitude of features including email marketing, social media management, and website chat. Additional impressive features are drag-and-drop builders for landing pages and emails, A/B testing, SMS marketing, push notifications, abandoned cart recovery and reminders, autoresponders, and more.
Price: EngageBay provides a free plan for startups and small businesses. For growing needs, it offers three advanced paid plans, starting at $10.39 per user per month.
13. Ontraport
Ontraport is a versatile business automation software crafted specifically for entrepreneurs and small businesses. It features a robust CRM and marketing automation capabilities, along with additional functionalities for email marketing, landing pages, reporting, and ecommerce.
Ontraport’s focus on detailed reporting and insights ensures a transparent view of your campaign performance, making it a valuable tool for your marketing strategy.
Price: Ontraport doesn’t offer a free plan but provides a 14-day trial. Its basic plan begins at $29 per month, including unlimited email sending and intuitive marketing automation tools.
14. Brevo (formerly SendinBlue)
SendinBlue, now known as Brevo, is a popular digital marketing platform renowned for its user-friendly automation software suitable for both novice and experienced marketers.
With Brevo, you can create mobile-friendly email campaigns from scratch or use customizable templates and manage SMS campaigns. Advanced features include detailed reporting and lead scoring.
Price: Brevo’s free plan includes basic marketing automation, unlimited contacts, and up to 300 emails daily. Premium plans start at $25 per month.
15. ActiveCampaign
ActiveCampaign combines email marketing, marketing automation, and a small business CRM. Known for its robust and flexible marketing automation, it’s a comprehensive solution with excellent email deliverability.
While ActiveCampaign is powerful, it does require a bit more technical know-how and time to learn. However, once mastered, it offers a wide range of capabilities to enhance your marketing strategy.
Price: ActiveCampaign doesn’t provide a free plan or trial, but it offers several paid plans suited for different business types starting at $29 per month.
16. Salesforce Marketing Cloud Account Engagement
Formerly known as Pardot, Salesforce Marketing Cloud Account Engagement is a sophisticated cloud automation solution primarily serving enterprise clients.
The platform automates various communications with existing contacts, featuring CRM integration, email marketing, lead nurturing, and ROI reporting. Track interactions, build predictive lead scoring, and improve marketing efficiency with Salesforce’s extensive features.
Price: The starting plan for Marketing Cloud Account Engagement is $1,250 per month, making it a more suitable option for larger organizations with the necessary resources.
17. Keap
Keap, formerly known as Infusionsoft, has established itself since 2001 as a reliable aid for marketers focused on leads, revenue, and customer acquisition.
Particularly favored by small businesses and individual entrepreneurs, Keap offers a sophisticated platform where users can construct intricate decision trees based on specific customer actions and data.
As Keap continues to refine its offerings, longtime users might find the Max Classic plan most beneficial as it closely resembles the original Infusionsoft platform.
Price: Keap provides a 14-day free trial and three distinct paid plans tailored to various business needs, starting at $129 per month.
18. Ortto
Formerly known as Autopilot, Ortto stands out for its visually compelling marketing automation solutions.
Ortto’s platform enables the creation of emails with an intuitive, visual campaign builder, complemented by features for audience segmentation, detailed data analytics, and activity monitoring.
While Ortto is often used for advanced messaging and targeting strategies, users can also employ it for simpler tasks like time-sequence autoresponders.
Price: Ortto offers a free plan ideal for newcomers to marketing automation. Paid plans, which begin at $29 per month, also feature a free 14-day trial period.
19. Marketo
Established in 2006, Marketo made its name in the marketing automation sector before joining Adobe’s enterprise marketing cloud through an acquisition.
For those already using Adobe Analytics for data tracking and Adobe Target for personalization, Marketo becomes part of a formidable suite for enterprise marketing automation and optimization.
However, Marketo primarily caters to enterprise clients and may not be as accessible for small business owners.
Price: Marketo doesn’t offer a free trial or plan. As pricing depends on database size, interested parties should contact the sales team for a customized quote.
20. GetResponse
GetResponse presents a multifaceted marketing automation software offering an array of features. The budget-friendly Email Marketing plan includes essentials like autoresponders, templates, and supports up to 1,000 contacts.
More advanced plans from GetResponse introduce robust functionalities such as drip campaigns, contact scoring, event-triggered automation, ecommerce tracking, and beyond.
Generally user-friendly, GetResponse excels with simpler tasks like email newsletters but might pose challenges when executing complex conditional logic and automation strategies.
Price: GetResponse’s basic newsletter sending features are available on a free plan. However, marketing automation features are exclusive to paid plans, starting at $13.30 per month.
21. Drip
Drip stands out as a marketing automation tool with a specialized focus on ecommerce. Boasting a flexible platform, Drip encourages users to implement virtually any marketing strategy they conceive.
Email marketing is a particular strength of Drip, offering features like unlimited email sends, pre-built workflows, and integrated multi-channel marketing.
Drip also shines in providing personalized user experiences and insightful analytics. For businesses in ecommerce looking to automate their marketing, Drip offers a robust and dynamic solution.
Price: Drip doesn’t provide a free plan but invites users to explore its features with a 14-day free trial. Pricing for paid plans begins at $39 per month and is adjusted according to the number of email contacts.
22. Mautic
Mautic distinguishes itself as the sole open-source option in this list of marketing automation platforms. Despite its recent establishment in 2014, Mautic has swiftly expanded its presence, particularly among high-tech companies.
Currently, Mautic is used by over 200,000 organizations and supports over 35 languages, reflecting its growing global influence.
Price: Mautic is available for free, offering an accessible open-source solution for marketing automation.
Maximizing Digital Marketing Efforts with Automation
Feeling overwhelmed by the Marketing Automation maze? You’re not alone! With tons of tools, choosing the right one can feel like searching for a unicorn. The truth is, there’s no one-size-fits-all solution. It’s a delicate balance between power, budget, and ease of use.
Do you dream of limitless automation features? Buckle up for a steeper learning curve and a heftier price tag. Craving an affordable option? You might face limitations that hinder your ambitions.
But here’s the good news: you don’t have to navigate this labyrinth alone! At Tenten, our Marketing Automation Experts are your friendly guides. We’ll decode your unique needs and goals, compare top tools against your budget and skillset, and handpick the perfect automation solution to fuel your growth.
Ready to ditch the confusion and embrace marketing automation that sings? Reach out to a Tenten Marketing Expert for a free consultation today! We’ll help you unlock the magic of automation and watch your marketing efforts soar.
Get Your Free Marketing Automation Consultation with Tenten!
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