A majority of companies use marketing automation tools nowadays — in actual fact, studies cite around 56% of businesses currently use the technology, and that number continues to grow.
While marketing automation software may help firms increase efficiency by streamlining their workflows, there are such a lot of options to pick from, filled with different solutions with various features and use cases.
In this text, we’ll cover:
What are marketing automation tools?
Marketing automation tools use software to automate repetitive marketing tasks. Some platforms only offer email actions, drip sequences, and CRM updates. Others may help with lead scoring, sales lead rotation, SMS, and more.
Automating your marketing tasks can profit your small business by increasing overall efficiency and allowing you more time to work on high-level projects. For instance, you should use marketing automation tools to gather beneficial data that could be used to create more personalized marketing campaigns and increase conversion rates.
Easy methods to Select the Best Marketing Automation Software
A more area of interest marketing automation product could also be higher for SMB and B2C environments, but B2B and enterprise firms might have a platform with wider capability. Listed here are some key areas to think about as you evaluate marketing automation software products to decide on the one which’s best for you:
1. Determine Your Budget and Business Needs
If automation’s profit could be summed up with one statement, it’s this: It’s going to make you more efficient so you’ll be able to concentrate on the tasks you enjoy and which have the very best return. With that in mind, you will need to guage price as you concentrate on capability.
For SMBs and B2C organizations focusing totally on email, a scaled-down system is likely to be sufficient. Nevertheless, with more advanced needs, enterprise (and thus higher ticket) software is more cost-efficient in the long term.
Make sure you select a provider that is within your means but can even grow with you as your needs change. In any case, reducing bloated operations is critical to scaling effectively.
2. Evaluate the Software’s Ease of Use
Automation is not an easy thing to implement, so be sure that the interface of the software will work with you, not against you. See in the event you can find screenshots of the UX so you’ll be able to determine if it looks easy and straightforward to navigate.
Automation could be technical, so search for providers which have robust knowledge bases, tutorials, and other customer support options.
3. Explore Analytics and Reporting Options
You’ll be wanting to find a way to measure the success of any drip campaigns you might have running, so be sure that your automation software will keep track of the metrics that matter most to you.
In B2B and enterprise environments with many stakeholders, it’s possible you’ll also need advanced reporting abilities reminiscent of personalized dashboards or automatic reporting via email.
4. Research Integrations
How well does the marketing automation software play along with your existing stack? Integrations let you manage data and get more out of your tools.
Pro-tip: You’ll find our essential apps for marketers in HubSpot’s App Marketplace.
5. Consider Potential Limitations
Some automation software platforms may limit the variety of actions in a month or the database size you are allowed.
Going into any evaluation, understand how many contacts you might have, what number of emails you send on average, and what you would like the software to perform. It will prevent you from underestimating the fee of your automation software.
6. Request a Demo
Before making a final decision, consider reaching out to every provider’s sales team to request a demo or enroll totally free trial offers. Trying out a marketing automation tool before you purchase it might make it easier to determine which features best serve your needs.
Here, we have cultivated an inventory of promoting automation tools examples to make it easier to sort through your options and feel confident selecting one of the best solution for you and your team.
Marketing Automation Software Options to Consider
- HubSpot Marketing Automation
- Salesforce Marketing Cloud Account Engagement
HubSpot’s marketing automation functionality is one of the crucial powerful tools on this list when it comes to features. It is also one of the crucial popular when it comes to customer sentiment, based on the G2 Grid for Marketing Automation.
After all, HubSpot has a full growth suite that features sales software, marketing software, and support software, which all integrate mechanically with HubSpot’s CRM.
The combined effect of getting all your data and growth activity in a single place can unleash tons of creative automation possibilities that may be difficult or unimaginable in the event you use separate tools.
As a standalone, HubSpot’s marketing automation functionality includes an easy-to-use visual board where you’ll be able to craft easy or highly sophisticated conditional workflows.
It may take time to master the tool (you may scale up more quickly with the assistance of HubSpot Academy), but when you get a grasp on it, the creative possibilities are limitless.
You may arrange easy email list autoresponders, or construct a sensible and sophisticated network of rules designed to focus on specific users with the precise right email, live chat, website experience, and more.
Principally, HubSpot’s automation tools go far beyond email, so you’ll be able to scale your growth and spend less time on repetitive tasks.
Price: HubSpot’s email and form marketing automation tools are free. Increased access and features can be found in paid versions of Marketing Hub, which start at $45 per 30 days.
Marketing automation is not just about email. Imagine automating among the most repetitive conversations you might have with customers on other platforms. ManyChat functions as a chatbot that may just do that on Facebook Messenger, Instagram Direct Messages, WhatsApp, and SMS.
A bot could be inbuilt minutes with ManyChat’s templates and easy-to-use interface. As well as, the data you study your users could be synced to your CRM and other tools.
Price: ManyChat offers a free monthly plan that enables engagement with as much as 1,000 contacts via Instagram Direct Messages, Facebook Messenger, and WhatsApp. Additional access and features can be found through ManyChat’s paid plans, which start at $15 per 30 days.
Having started off as an email marketing service, SendPulse progressively evolved right into a full-scale marketing automation platform with a wide range of channels to achieve existing and potential customers.
Established brands and small businesses alike can construct highly personalized message flows that mix emails, chatbots, and SMS notifications. The visual chatbot builder itself may be very versatile because it allows users to create chatbots for Facebook, Instagram, WhatsApp, Telegram, and Viber. It also supports ChatGPT integration, which is able to make the chatbot much more human-like.
Price: SendPulse provides a monthly free plan. Paid plans start at around $10 per 30 days.
Moosend is an email marketing automation platform that caters to varied industries, including ecommerce and SaaS.
The automation feature uses advanced website tracking and triggers that let you send the proper email campaign to those in your contacts who’re fascinated with a selected services or products. For instance, you’ll be able to arrange a cart abandonment series to focus on potential customers who left their shopping carts without making a purchase order.
Collecting and managing customer data can even come in useful as you should use them to craft product advice campaigns based on product views. This data also lets you create detailed reports of the campaign’s progress and the users’ activity so you’ll be able to optimize the effectiveness of your promotional messages
Price: Moosend offers a 30-day free trial so you’ll be able to try before you purchase. After that, Pro plans start at $9 per 30 days.
Snov.io is a must have for businesses and sales teams trying to streamline their lead generation and cold outreach efforts. It’s an all-in-one toolset designed for small businesses and solopreneurs to seek out, confirm, and reach out to leads, with a spread of features, including Email Finder, Email Verifier, Email Warm-Up, free CRM, and more.
One in all the standout features of Snov.io is its email automation tool, Email Drip Campaigns. You may create highly personalized email campaigns to interact your audience. It also comes with a strong reporting and analytics suite, enabling you to trace the performance of your campaigns and optimize your outreach efforts for optimum impact.
Price: Snov.io offers each forever-free and premium plans. The premium plans start at $39 per 30 days.
Omnisend is an omnichannel marketing automation platform built for ecommerce. Offering powerful automation workflows, you’ll be able to start quickly with pre-built templates that keep online merchants in mind.
With Omnisend, you’ll be able to add several channels throughout the same automation workflow: email, SMS, Facebook Messenger, push notifications, and more. Omnisend also uses a user-friendly visual builder and templates which make creating workflows, forms, landing pages, pop ups, and emails quick and straightforward.
Price: Omnisend offers a free plan with basic email marketing automation that’s best fitted to small businesses just starting out. Medium to larger-sized businesses will almost certainly profit from Omnisend’s paid plans, which start at $16 per 30 days.
EngageBay is one other marketing automation platform designed specifically for small to medium-sized businesses.
This software comes with a big selection of features including email marketing, social media management, and website chat.
Other commendable features include drag-and-drop builders for landing pages and emails, A/B testing, SMS marketing, push notifications, abandoned cart retrieval and reminders, autoresponders, canned responses, and more.
Price: EngageBay offers a free plan for small businesses, in addition to three advanced paid plans that scale with your small business needs, starting at $10.39 per user per 30 days.
Unlike other marketing automation tools, Ontraport is a business automation software specifically designed for entrepreneurs, solopreneurs, and small businesses.
While it has a CRM and marketing automation functionality, it also has several other features to run and grow a small business, including but not limited to email marketing, landing pages, reporting, and ecommerce.
One in all the most useful things Ontraport offers is its concentrate on reporting and insights. While some tools is usually a little bit of a black box, Ontraport gives you a transparent take a look at the performance of your campaigns.
Price: Though Ontraport doesn’t have a free plan, it does offer a free 14-day trial with each of its 4 paid plans. Pricing for Ontraport’s basic plan starts at $29 per 30 days, which incorporates unlimited email sending and drag-and-drop marketing automation.
SendinBlue is a digital marketing platform that features well-liked automation software fitted to each beginner and advanced marketers.
With SendinBlue, you’ll be able to design mobile-friendly email campaigns either from scratch or through customizable templates. It’s also possible to run SMS campaigns from SendInBlue. Advanced features include reporting and lead scoring.
Price: SendinBlue offers a reasonably impressive free plan, which incorporates basic marketing automation functionality, unlimited contacts, and as much as 300 emails per day. Paid plans start at $25 per 30 days.
ActiveCampaign is an integrated email marketing, marketing automation, and small business CRM.
The strongest point of ActiveCampaign is its powerful and versatile marketing automation functionality. It’s one of the crucial comprehensive solutions available on the market. Its deliverability is rated as probably the greatest out there, as well.
This probably is not a superb tool for beginners or those with low technical capabilities. It takes a bit more effort and time to learn — but whenever you do learn the platform, it’s pretty powerful.
Price: Though ActiveCampaign doesn’t have a free plan or trial, it does offer a wide range of paid plans that could be fitted to B2B, B2C, or ecommerce businesses starting at $29 per 30 days.
Formerly often called Pardot, Salesforce Marketing Cloud Account Engagement is a cloud automation solution that mostly serves enterprise clients which have the technical resources and time to learn the platform.
It has a ton of features that automate communication to existing contacts, from CRM integration to email marketing, lead nurturing, and an ROI reporting functionality to be sure that your campaigns are working.
You may track all interactions in your website and construct predictive lead scoring based on the parameters you set. All of this helps improve marketing efficiency and take away wasted effort and time out of your sales team.
It is vital to notice that while it’s incredibly powerful, this software will not be as accessible or reasonably priced for smaller businesses or entrepreneurs as there shouldn’t be a free plan or trial.
Price: Plans for Marketing Cloud Account Engagement start at $1,250 per 30 days.
Keap (formerly often called Infusionsoft) has been around since 2001 and has helped hundreds of marketers deliver on leads, revenue, and customer acquisition targets.
Keap really flourishes within the small business and solopreneur crowd, and in my experience, I’ve noticed it has a reasonably sophisticated user base.
You may arrange relatively complex decision trees depending on which lead magnet someone signs up for, what number of (and which) emails they open and click on, or other contact property data.
As Keap’s features proceed to evolve, long-time customers may prefer Keap’s Max Classic plan because it is most much like Infusionsoft’s original platform.
Price: Keap offers a free 14-day trial and three different paid plans based on customer needs, starting as little as $129 per 30 days.
Originally often called Autopilot, Ortto is one of the crucial visually appealing marketing automation solutions available on the market.
Ortto’s automation software lets you create emails with its easy-to-use, visual campaign builder. Other features include audience segmentation, comprehensive data analytics, and activity tracking.
After all, this platform is usually used for more sophisticated messaging and targeting, but you may as well create an easy autoresponder based on a time sequence.
Price: Ortto offers a free plan for individuals who are latest to marketing automation. It also offers free 14-day trials for all of its paid plans, which start at $29 per 30 days.
Marketo was founded in 2006 as a marketing automation software company. It was later acquired by Adobe and incorporated into its enterprise marketing cloud.
The Adobe integration signifies that, in the event you use Adobe Analytics for data measurement and Adobe Goal for experimentation and personalization, you will have a strong enterprise marketing automation and optimization suite.
The tool is usually geared toward enterprise customers — it’s kind of out of range for many small business owners.
Price: Adobe doesn’t offer a free trial or plan for Marketo. Since Marketo’s plan prices are determined by your database size, you will want to achieve out to the sales department for a quote.
GetResponse is a marketing automation software that has many alternative layers and features. Its reasonably priced Email Marketing plan includes basic autoresponders, templates, and an inventory size of 1,000 contacts.
GetReponse’s more premium plans include powerful features like drip campaigns, contact scoring, event-based automation, ecommerce tracking, and more.
Usually, this software is easy-to-use. You will typically find good results from the tool, even though it works best with the simpler features, like email newsletters. It may grow to be trickier to work with the platform in the event you plan on implementing complicated conditional logic and marketing automation.
Price: GetResponse offers a free plan that is great for sending out newsletters. Nevertheless, GetResponse’s marketing automation features are only included in its paid plans, which start at $13.30 per 30 days.
Drip is one among the few marketing automation tools on this list that’s primarily focused on ecommerce marketing automation. It provides one among the more “open” platforms, claiming that it plays well with “just about any marketing strategy you need to put in motion.”
Moreover, email is one among its strengths. Some email marketing and automation features include unlimited email sends, pre-built workflows, and multi-channel marketing.
It also excels in personalization and analytics. Overall, Drip is a strong tool for ecommerce marketing automation.
Price: Though Drip doesn’t have a free plan, it does offer a free 14-day trial. Paid plans are based in your variety of email contacts and begin at $39 per 30 days.
Mautic is the one open-source marketing automation platform on this list. It is also a comparatively latest player, only founded in 2014. Mautic has grown quickly, though, and is seemingly picking up steam with high-tech firms.
Currently, over 200,000 organizations use Mautic and it is offered in over 35 languages.
Getting Began with Marketing Automation
There are tons of options for marketing automation software. It’s all about selecting the proper one for your small business purposes, budget, and technical expertise.
Want something incredibly powerful and limitless? It might find yourself costing more and taking effort and time to learn. The cheaper options, by comparison, might need too limited a scale. Ultimately, it is a trade-off.
Editor’s note: This post was originally published in April 2019 and has been updated for comprehensiveness.