Best Marketing Automation Tools & Platforms for Marketers

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Automated marketing tools are software or platforms that help streamline and automate different marketing tasks and processes. These tools are designed to be a marketing solution and assist businesses in managing their marketing campaigns more efficiently and effectively. They can handle a variety of tasks such as email marketing, social media management, lead generation, and customer relationship management (CRM).

Automated marketing tools work by leveraging technology to streamline and automate marketing processes. These tools collect and analyze data from various sources, such as website analytics and customer relationship management systems, to create targeted marketing campaigns. They can automate tasks like email marketing, social media posting, and lead nurturing, allowing marketers to focus on strategy and generating results

Benefits of Using Automated Marketing Tools

Increased efficiency and productivity 

Using one of marketing automation solution can offer numerous benefits for businesses. One of the key advantages is the increased efficiency and productivity they bring. With best suited automation tools, tasks that once required manual effort can now be completed automatically, allowing employees to focus on more strategic activities. 

Time Saving

Additionally, these tools save a significant amount of time by automating repetitive tasks such as sending out emails or social media posts. This not only improves efficiency but also frees up valuable time for the marketing team to work on other important projects.

Personalized marketing campaigns

Another benefit of using marketing automation tools is the ability to deliver personalized marketing campaigns. These tools can collect and analyze customer data, enabling businesses to tailor their marketing messages based on individual preferences and behaviors.

Improved targeting and segmentation

This level of personalization leads to improved targeting and segmentation, as marketers can deliver relevant content to specific customer segments.

Enhanced customer experience

By delivering more personalized and targeted campaigns, businesses can also enhance the overall customer experience. Automated marketing tools enable businesses to engage with customers in a more timely and relevant manner, ultimately leading to increased customer satisfaction and loyalty. 

Challenges in Using Digital Marketing Automation Tool

Initial setup and integration challenges

When it comes to using digital marketing automated tools, the initial setup and integration challenges can be quite overwhelming. One of the main challenges is ensuring that the tools are interconnected and able to communicate effectively with all marketing channels. This involves setting up integrations between the various tools, such as email marketing platforms, social media marketing tools, and customer relationship management systems. Additionally, there may be technical hurdles to overcome, such as data migration and aligning different data formats. It is crucial to carefully plan and execute the initial setup and integration process to ensure smooth and efficient functioning of the automated digital marketing tools.

Cost implications

There are several cost implications challenges when it comes to using digital marketing automated tools. First and foremost, these tools can be quite expensive to implement and maintain. Companies may have to invest in the software, hardware, and infrastructure necessary for automation. Additionally, there may be ongoing costs associated with licensing and upgrades. Furthermore, training and hiring skilled professionals to manage and operate these tools can also be costly. Another challenge is the potential for inefficiency and wasted resources. If the automated tools are not properly set up or used, they may not produce the desired results, leading to wasted time and money.

Lack of human touch and personalization

 With the rise of digital marketing automated tools, there has been a significant shift from traditional marketing practices. While these tools offer efficiency and scalability, they often lack the human touch and personalization that can make sales and marketing efforts truly effective. Automated tools can struggle to understand the nuances of individual customers and may deliver generic messages that fail to resonate. It can be challenging to strike the right balance between automation and personalization in order to connect with customers on a deeper level. To overcome these challenges, marketers need to incorporate elements of human interaction into their digital strategies, such as genuine communication and customized content.

Potential for errors and inaccuracies

Using digital marketing automated tools can offer numerous benefits, but they also come with their fair share of challenges. One major concern is the potential for errors and inaccuracies. These tools rely on algorithms and machine learning to execute tasks, which can sometimes lead to incorrect data analysis or misinterpretation of customer behavior. Moreover, the rapid pace at which digital marketing tools evolve means that updates and new features are constantly being released. This can create challenges for users who need to stay up to date with the latest functionalities and changes in the algorithms. Additionally, maintaining the software, ensuring data privacy, and integrating different tools can also pose challenges for businesses utilizing automated digital marketing tools.

Limited creativity and flexibility

Using automated tools in digital marketing can bring many benefits, such as saving time and streamlining processes. However, these tools also come with some challenges. One of the main challenges is limited creativity and flexibility. Automated tools often have predefined templates and options, which can restrict the marketer's ability to think outside the box and come up with innovative campaigns. Additionally, these tools may not cater to every unique requirement of a specific marketing strategy, limiting flexibility. Marketers need to carefully consider the limitations of automated tools and find ways to overcome them to ensure their digital marketing efforts are creative, flexible, and successful.

Best Marketing Automation Software & Tools

1. HubSpot

The pros and cons of utilizing HubSpot are essentially the same: the platform covers a wide range of functions but lacks depth in any specific area. HubSpot is a powerful tool and defines itself as "inbound marketing software" and offers various tools, including marketing automation.

In terms of capabilities, it enables marketing teams to automate lead nurturing through a drip email campaign.
HubSpot provides workflows, email triggers, and chatbots to facilitate connection with prospects, streamline lead management, and create personalized experiences.

This tool heavily relies on data, allowing businesses to make use of a diverse range of customer information to continuously enhance their marketing endeavors. 

Furthermore, we highly appreciate the HubSpot Marketing Hub, which provides numerous valuable resources for improving all aspects of your marketing campaign. You can learn about email marketing automation, social media marketing, and utilizing customer data, among other things. 

HubSpot's holistic approach is exceptionally convenient, positioning it as the best marketing automation software, in terms of effectiveness. In addition, their renowned commitment to delivering excellent customer support should not be overlooked.

Cost: HubSpot offer free email and form marketing automation tools. Additional features and broader accessibility can be obtained through paid packages of Marketing Hub, beginning at a monthly fee of $45.

2. MailChimp

 When the name Mailchimp is mentioned, many people immediately associate it with email marketing tool. However, Mailchimp has expanded its offerings beyond email marketing and now provides a variety of marketing features, including comprehensive automation tools.

Some examples of these features include automated welcome emails for new contacts, automated content for subscribers who fill out pop-up forms, automated reminders for reviews and feedback, promotions after a sale, and automated ad retargeting. Additionally, marketers can create customized purchase paths to ensure that the right messages are delivered at the right time for optimal interactions.

Mailchimp also offers over 300 integrations across various platforms, such as e-commerce, social media, and analytics. This allows marketers to import valuable customer data from other platforms in order to provide a personalized and relevant customer experience. 

Price-wise, MailChimp offer a free plan suitable for newsletter distribution. Nevertheless, to access the custom automation capabilities, users need to subscribe to the paid plans,

3. Adobe Marketo Engage

Adobe Marketo Engage is an excellent option for businesses that want to utilize the tool's extensive features that go beyond basic marketing automation.

If, for instance, you wish to automate social media and paid advertising along with email, Adobe Marketo Engage can be a viable choice.

While it is not the priciest tool available, it certainly isn't the cheapest either. If you do not intend to utilize the advanced functionalities of the system, you can achieve similar results with a less expensive marketing automation tool.

However, if you plan to start with the fundamentals and gradually progress to the more advanced functionalities, it might be wise to begin with a tool like Adobe Marketo Engage. This will save you the hassle of transferring all your data and campaigns later on.

Another advantage is the extensive and active knowledge base of Adobe Marketo Engage, which proves to be a valuable resource for new users seeking to optimize their marketing strategy. 

Adobe does not provide a complimentary trial or subscription for Marketo. As Marketo's pricing is based on the size of your database, you will need to contact the sales department to obtain a quotation.

4. Moosend

Moosend offers a platform for email marketing automation that serves a wide range of industries, including ecommerce and SaaS.

The automation aspect utilizes advanced tracking of websites and triggers to enable you to send the appropriate email campaign to those contacts who show interest in a specific product or service. For instance, you have the ability to establish a series of emails aimed at individuals who abandoned their shopping carts without making a purchase, targeting potential customers. This kind of feature is really helpful for b2b marketing too.

The collection and management of customer data also proves useful as it allows you to create campaigns for recommending products based on what customers have viewed. This data also enables you to generate comprehensive reports on the progress of your campaigns and the activity of users, giving you the opportunity to optimize the effectiveness of your promotional messages. 

Cost: While Drip does not provide a complimentary option, it does present a costless trial period lasting for 14 days. The payment plans are determined by the quantity of email contacts you have, commencing at a minimum of $39 per month.

5. Drip


Drip stands out among the marketing automation tools on this list as it focuses primarily on ecommerce marketing automation. Its platform is known for its flexibility and compatibility with various marketing strategies.

Furthermore, Drip is particularly strong in email marketing campaigns. It offers unlimited email sends, ready-to-use workflows, and the ability to engage with multiple channels.

Drip also excels in personalization and analytics. It is an effective tool for implementing ecommerce marketing automation.

In terms of pricing, while Drip does not have a free plan, it does provide a complimentary 14-day trial. The cost of its paid plans is determined by the number of email contacts you have and starts at $39 per month. 

6. GetResponse

GetResponse Logo Vector

GetResponse is a marketing tool that provides a range of functionalities. The Email Marketing package is affordable and includes basic autoresponders, templates, and can accommodate up to 1,000 contacts.

For more advanced features, such as drip campaigns, contact scoring, event-based automation, and ecommerce tracking, GetResponse offers premium plans.

Generally, this software is user-friendly and delivers satisfactory outcomes. However, it is more effective for simpler tasks like email newsletters. Users may encounter difficulties when utilizing complex conditional logic and marketing automation features.

Price-wise, GetResponse offers a free plan suitable for newsletter distribution. Nevertheless, to access the marketing automation capabilities, users need to subscribe to the paid plans, which start at $13.30 per month. 

7. Marketo

Marketo was established in 2006 as a company that specializes in marketing automation software. Subsequently, it was acquired by Adobe and integrated into its enterprise marketing cloud.

By integrating with Adobe, if you utilize Adobe Analytics for data measurement and Adobe Target for experimentation and personalization, you will gain access to a robust suite for enterprise marketing automation and optimization.

This marketing tool primarily caters to larger businesses and may be beyond the budget of most small business owners.

In terms of pricing, Adobe does not provide a free trial or plan for Marketo. As Marketo's pricing is determined by the size of your database, you will need to contact the sales department to obtain a quote. 

8. Sender

sender marketing automation

Sender is a leading tool for automating emails and SMS, offering affordability for small businesses that are growing. It has all the necessary tools for successful campaigns, such as a user-friendly email builder and detailed analytics and heatmap.

With Sender, you can expand your email list by utilizing effective popups, personalizing pre-made email templates, and creating professional emails with a design builder. Once your email is ready, you can effortlessly create automated workflows and target the right audience through intelligent segmentation.

Sender allows you to access email automation and other premium features for free, with a limit of 2,500 subscribers. They also offer additional features that are ideal for recovering abandoned carts, re-engaging customers, gathering feedback, sending order confirmations, and more.

Price-wise, Sender provides a Free Forever plan that includes many premium features for up to 2,500 subscribers and 15,000 monthly emails. Paid plans begin at just $8. 

9. ManyChat

Marketing automation encompasses more than just email. Envision streamlining repetitive conversations with customers on various platforms using ManyChat as a chatbot on Facebook Messenger, Instagram Direct Messages, WhatsApp, and SMS.

With ManyChat's templates and user-friendly interface, a bot can be constructed within minutes. Furthermore, the insights gained about users can be synchronized with your CRM and other tools.

Pricing: For Instagram Direct Messages, Facebook Messenger, and WhatsApp, ManyChat offers a complimentary monthly plan that enables interaction with up to 1,000 contacts. Additional access and features can be obtained through ManyChat's paid plans, starting at $15 per month. 

10. SureTriggers

Screenshot on 2023-04-28 at 14_02_39 (1)

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 useful 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 an effective and user-friendly solution for automating repetitive operations like lead management, customer service, and email marketing in the field of marketing automation.

By automating these processes, users may save operating expenses, enhance lead generation, and boost customer interaction, all of which contribute to better marketing results.

Price: Free for a lifetime with upgrade options available, check out more here:

11. Lead Squared

LeadSquared is a comprehensive solution for sales execution and marketing automation. On this platform, you have the ability to capture leads from various campaigns and sources, monitor their actions, and even categorize them based on their characteristics for a more targeted marketing approach. The all-in-one platform allows you to connect with leads through email, WhatsApp, SMS, self-serve portals, and more.

What makes LeadSquared's emails and landing pages unique is that they do not require coding and can be fully customized using a drag-and-drop editor. When you want to expand your marketing efforts, you can establish automated workflows and triggers to ensure consistent communication across multiple platforms. LeadSquared also provides the option to create dashboards and generate real-time reports for in-depth insights into the performance of your campaigns.

In terms of pricing, the marketing automation suite offers three tiers for a team of 2-3 users. The Basic plan is priced at $400, the Standard plan at $1200, and the Enterprise plan at $2500. 

12. SendPulse

Initially starting as an email marketing service, SendPulse gradually transformed into a comprehensive marketing automation platform with a range of communication channels to connect with existing and potential customers.

Both established brands and small businesses have the ability to create highly customized message sequences that incorporate emails, chatbots, and SMS notifications. The chatbot builder itself is extremely flexible, allowing users to develop chatbots for various platforms such as Facebook, Instagram, WhatsApp, Telegram, and Viber. Furthermore, it also offers integration with ChatGPT, enhancing the chatbot's human-like qualities.

Regarding pricing, SendPulse offers a free monthly plan, with paid options starting from approximately $10 per month. 

13. is an essential tool for businesses and sales teams who want to simplify their lead generation and cold outreach tasks. It provides a comprehensive set of tools for small businesses and individuals to discover, verify, and contact potential leads. These tools include an Email Finder, Email Verifier, Email Warm-Up, free CRM, and more.

One notable feature of is its email automation tool called Email Drip Campaigns. With this feature, you can create personalized email campaigns to engage your audience effectively. Additionally, the platform offers a powerful reporting and analytics suite, allowing you to monitor the performance of your campaigns and optimize your outreach efforts for maximum success. offers both free and premium plans. The premium plans start at $39 per month. 

14. Omnisend


Omnisend is an ecommerce-oriented marketing automation platform that operates across multiple channels. It provides efficient automation workflows and offers pre-designed templates tailored to the needs of online merchants.

Omnisend allows users to incorporate various channels, including email, SMS, Facebook Messenger, push notifications, and others, into their automation workflows. The platform also provides a user-friendly visual builder and a variety of templates for effortless creation of workflows, forms, landing pages, pop-ups, and emails.

In terms of pricing, Omnisend offers a free plan that focuses on basic email marketing automation and is particularly suitable for small businesses starting their operations. However, medium to large-sized businesses may find greater value in Omnisend's paid plans, which commence at $16 per month. 

15. EngageBay


EngageBay is a marketing automation platform designed specifically for small and medium-sized businesses. This software provides a range of features such as email marketing, social media management, and website chat.

Additionally, it offers useful tools like drag-and-drop builders for creating landing pages and emails, A/B testing, SMS marketing, push notifications, retrieval of abandoned carts, and reminders. It also includes features like autoresponders, canned responses, and more.

In terms of pricing, EngageBay offers a free plan for small businesses. They also have three paid plans that cater to different business needs, starting at $10.39 per user per month. 

16. Ontraport

Ontraport stands apart from other marketing automation tools as it is specifically crafted for entrepreneurs, solopreneurs, and small businesses. It goes beyond just CRM and marketing automation to provide a range of features essential for running and expanding a small business. These features include email marketing, landing pages, reporting, and ecommerce, among others.

One of the major advantages of using Ontraport is its emphasis on reporting and providing valuable insights. Unlike some other tools, Ontraport offers transparent visibility into the performance of your campaigns.

In terms of pricing, Ontraport does not offer a free option. However, they do provide a 14-day free trial for their four paid plans. The basic plan, priced at $29 per month, includes unlimited email sending and user-friendly drag-and-drop marketing automation tools. 

17. SendinBlue


SendinBlue is a digital marketing automation tool that offers popular automation software suitable for both novice and experienced marketers.

With SendinBlue, you have the ability to create mobile-friendly email campaigns from the ground up or using customizable templates. Additionally, you can execute SMS campaigns through SendinBlue. Advanced functionalities encompass reporting and lead assessment.

Cost: SendinBlue presents a rather remarkable free package, which encompasses fundamental marketing automation capabilities, limitless contacts, and a maximum of 300 emails per day. Paid packages commence at $25 per month. 

18. ActiveCampaign


ActiveCampaign is a complete package that combines email marketing, marketing automation, and CRM for small businesses.

The main strength of ActiveCampaign lies in its robust and flexible marketing automation features, making it one of the most comprehensive options available. Additionally, it has a reputation for excellent deliverability.

However, this tool may not be suitable for beginners or individuals with limited technical skills, as it requires more time and effort to learn. Nonetheless, once you become proficient with the platform, its capabilities are quite impressive.

In terms of pricing, ActiveCampaign does not offer a free plan or trial but provides various paid plans starting at $29 per month, designed for B2B, B2C, or ecommerce businesses. 

19. Salesforce Marketing Cloud Account Engagement


Formerly identified as Pardot, Salesforce Marketing Cloud Account Engagement is a cloud-based automation solution that primarily caters to big businesses with the necessary technical expertise and availability to master the platform.

This platform offers numerous functionalities that automate communication with existing contacts, such as integrating with CRM systems, conducting email marketing, nurturing leads, and providing an ROI reporting feature to ensure the effectiveness of your campaigns.

You have the ability to monitor all interactions occurring on your website and create predictive lead scores based on the criteria you establish. All of these capabilities contribute to enhancing marketing efficiency and eliminating unproductive time and effort spent by your sales team.

It should be noted that, although incredibly robust, this software may not be as accessible or budget-friendly for smaller enterprises or individual entrepreneurs due to the absence of a free plan or trial.

Price: The starting price for Marketing Cloud Account Engagement plans is $1,250 per month. 

20. Keap


Keap, formerly known as Infusionsoft, has been in operation since 2001 and has assisted numerous marketers in achieving their goals of generating leads, revenue, and acquiring customers.

Keap particularly excels in catering to the needs of small businesses and individuals who operate as solopreneurs. In my experience, I have observed that its user base is quite sophisticated.

Depending on the lead magnet chosen by a person, the number of emails they open and click, or other contact property data, you can establish intricate decision trees within Keap.

For long-standing customers, it may be preferable to opt for Keap's Max Classic plan as it closely aligns with Infusionsoft's original platform, as Keap's features continue to develop.

In terms of pricing, Keap offers a complimentary 14-day trial and three different paid plans to meet the specific requirements of customers, with the starting price being as low as $129 per month. 

Types of Automated Marketing Queries - FAQs

How can automated marketing tools improve conversion rates?

Automated marketing tools can significantly improve conversion rates by streamlining and automating various marketing tasks. These tools enable businesses to segment their audience better, personalize their messaging, and deliver targeted content at the right time. By automating repetitive tasks such as email marketing, lead nurturing, and social media posting, businesses can focus on building relationships with potential customers, ultimately leading to higher conversion rates.

What are some popular marketing automation platforms?

There are several popular marketing automation platforms available in the market, such as HubSpot, Constant Contact, and Keap. These platforms offer features like lead generation, email marketing automation, social media management, customer segmentation, analytics, and more. Each platform has its own unique set of features and pricing options, enabling businesses to choose the one that best fits their needs and budget.

How to integrate marketing automation into existing systems?

Integrating marketing automation into existing systems is typically done by leveraging APIs (Application Programming Interfaces) provided by both the marketing automation platform and the existing system. This allows for seamless data transfer and synchronization between the two systems. Depending on the specific platform and system, integration may require the assistance of a developer or an integration specialist. However, most marketing automation platforms provide documentation and support to guide businesses through the integration process.

Key Metrics for Evaluating Marketing Automation

When evaluating the effectiveness of your marketing automation efforts, it's important to consider key metrics that indicate the impact of automation on your marketing goals. Some of the key metrics to track include:

  • Conversion Rate: Measure the percentage of leads or prospects that convert into customers.
  • Lead Generation: Track the number of leads generated through automation campaigns.
  • Revenue Attribution: Determine how much revenue can be attributed to automated marketing efforts.
  • Customer Lifetime Value: Calculate the net profit attributed to a customer over their entire relationship with the company.
  • Website Traffic: Monitor the increase in website traffic generated by automation campaigns.
  • Email Open and Click Rates: Analyze the engagement levels of your automated email campaigns.
  • ROI (Return on Investment): Calculate the return on investment generated by marketing automation efforts.
  • Customer Retention: Measure the percentage of customers who continue to use your products/services over time.
  • Marketing Qualified Leads (MQL) is a metric to identify the number of leads that meet specific criteria and demonstrate a higher level of interest or engagement with a company's marketing efforts, indicating their potential to be nurtured into sales-qualified leads.

If you're eager to explore the world of digital marketing further and harness the power of automation, you might also be interested in expanding your team with skilled professionals. Consider hiring a digital marketing specialist who can help you implement these cutting-edge tools effectively. Our team of experts can guide you through the process, whether it's finding the right marketing automation software or optimizing your strategies. For more information on building your dream marketing team, check out our pages on how to hire digital marketers. Elevate your digital marketing game today and achieve outstanding results with the right tools and talents at your disposal.

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