Best Marketing Automation Software

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What for those who may automate the entire repetitive duties that go into operating a profitable advertising and marketing marketing campaign?

Marketing automation software program is like placing your campaigns on autopilot.

You’re nonetheless accountable for the place you wish to go, however numerous the vital technical legwork occurs by itself.

If you need this expertise, it’s a must to decide the suitable product to your particular wants and targets. There is not any one-size-fits-all resolution.

Over the years, I’ve discovered success with all completely different varieties of selling automation software program—from essentially the most reasonably priced choices to enterprise-grade options.

Here’s my listing of the highest six choices in the marketplace at this time. I’ve included in-depth evaluations of every product, and a short information that will help you discover the suitable one.

#1 – Hubspot Review — The Best Sales, Customer Service, and Marketing Automation Software

If you’re in search of a simple technique to automate your gross sales, customer support, and advertising and marketing processes, Hubspot Growth Suite is a wonderful and reasonably priced resolution. 

And the perfect half? Hubspot goes past automating your enterprise processes. It additionally helps combine and optimize completely different departments in a single centralized location, thus streamlining your total enterprise’s workflow. 

This means groups don’t have to leap from software program to software program to get the knowledge they want, and you may automate the info switch course of from one crew to the subsequent. 

However, their advertising and marketing automation capabilities are highly effective on their very own, with options like:

  • Blog publish and search engine marketing planning
  • Ad monitoring and administration
  • Social media administration
  • AI-powered stay chat
  • Email advertising and marketing
  • Forms and touchdown pages
  • Revenue attribution reporting
  • Visual workflow builder
  • Account-based advertising and marketing
  • A/B break up testing
  • Predictive lead scoring

Hubspot affords primary options, like emails, touchdown pages, kinds, and stay chat capabilities for limitless customers completely free. So, you’ll be able to attempt it out with out spending a penny. 

Alternatively, you’ll be able to join a free demo to see all of their superior options in motion. 

The Growth Suite (gross sales, advertising and marketing, CRM, and customer support) begins at $50 per thirty days for 2 customers and as much as 1,000 contacts, making it extraordinarily reasonably priced for many companies. You can add one other 1,000 contacts for $11.25 per thirty days, and extra customers price $6 per thirty days.

But in addition they have superior plans for bigger and extra advanced campaigns, together with:

  1. Professional — $1,780 per thirty days for superior options
  2. Enterprise — $four,000 per thirty days for all options

Professional begins with 2,000 contacts, and you may add contacts in increments of 5,000 for $250 per thirty days. Enterprise begins with 10,000 contacts, and it’s solely $100 per further 10,000 contacts. Basically, HubSpot makes it cheaper to develop quicker.

Plus, for those who’re a present member or alumni of Hubspot’s authorized incubator, accelerator, or Venture Capital companions with a spherical of Series A funding beneath your belt, you’ll be able to rise up to 90% off your first yr

#2 – ActiveCampaign Review — The Best for Email Marketing Automation

Email is among the most vital points of digital advertising and marketing. All the instruments on this listing embrace e mail advertising and marketing in a single type or one other, however ActiveCampaign makes a speciality of it.

So, it’s a superb choice if you wish to hone in and concentrate on bettering your e mail advertising and marketing technique. It’s additionally an excellent reasonably priced instrument that features quite a few automation options for leads anyplace in your funnel.

With that stated, in addition they supply omnichannel automation, together with on the spot messaging and SMS, stay chat, and Facebook. 

So, you’re not restricted to simply e mail advertising and marketing automation with ActiveCampaign. 

Their hottest options cowl leads at each level within the funnel, together with:

  • Engage – Automation maps, website monitoring, and subscription kinds
  • Nurture – List segmenting, dynamic/predictive content material, and occasion monitoring
  • Convert – Contact and lead scoring, break up actions, and win chances
  • Support – Predictive sending, SMS, A/B break up testing, and ecommerce 

You also can arrange quite a few kinds of emails like autoresponders, focused or triggered emails, broadcasts, scheduled emails, and automatic funnels. 

And you’ll be able to design these emails utilizing their intuitive drag and drop designer, or begin from one in all their 25+ pre-made mobile-responsive design templates. 

Whether you’re simply getting began or concerned with scaling and optimizing your e mail advertising and marketing technique, ActiveCampaign is a wonderful alternative. They supply every thing you might want to seize, nurture, and shut leads at scale. 

ActiveCampaign affords 4 plans, with the worth of every beginning at:

  1. Lite — $9 per thirty days with as much as three customers
  2. Plus — $49 per thirty days with as much as 25 customers
  3. Professional — $129 per thirty days with as much as 50 customers
  4. Enterprise — $229 per thirty days with limitless customers

Each tier contains extra superior options, and pricing is predicated on the dimensions of your listing, beginning for as much as 500 contacts. 

So, remember that you’ll have to pay greater than the costs above as your listing grows. 

#three – Freshworks CRM Review — The Best for Small to Midsize Businesses

Freshmarketer was one in all my favourite advertising and marketing automation platforms. There was numerous customizability to get campaigns excellent, nevertheless it wasn’t required. I by no means needed to rent an expert service to babysit the software program to ensure that it to work.

Freshmarketer is now Freshworks CRM, and it’s phenomenal. Now, clever advertising and marketing automation is only one a part of an distinctive platform that anybody within the workplace can use.

SMBs don’t have to fret about hiring a crew of super-users simply to run campaigns, however they get numerous the advertising and marketing automation options they should entice prospects, nurture their audiences, perceive their wants, and drive conversions.  

It’s my #1 suggestion for many customers—and for a very good cause.

From consciousness to retention, you get all of the automation options you might want to acquire extra leads, flip these leads into prospects, and hold these prospects round for all times. All whereas doing much less work with higher outcomes. 

Plus, you don’t want any technical abilities or a devoted assist crew to get began. And it takes a few minute to rise up and operating. 

You additionally get entry to unbelievable options like:

  • Email campaigns and phone administration
  • Visual drag and drop buyer journey builder
  • Website, type, and offline occasion monitoring
  • Conversion price optimization instruments
  • A/B and break up testing
  • Advanced personalization
  • Dynamic warmth maps
  • Audience segmentation
  • Real-time funnel analytics

Furthermore, the software program seamlessly integrates with Freshworks’ different instruments, so it’s a superb alternative for those who at present use or plan to make use of any of their enterprise software program. 

You can attempt Freshworks CRM on their restricted free eternally plan or a 21-day free trial of their paid plans, that are extremely reasonably priced and accessible for companies of all sizes. However, they rely on the variety of contacts you will have, so hold that in thoughts. 

They supply Growth, Pro and Enterprise plans of the total Freshworks CRM, or simply the advertising and marketing companies. Plans for the total CRM begin at $29/month for 1,000 lively contacts. Plans for Marketing Cloud begin at $19/month for 500 contacts.

#four – Pardot Review — The Best for B2B Businesses

As a B2B enterprise, you market to different corporations, which presents a singular set of selling challenges. As such, you want a advertising and marketing automation instrument constructed for the job. 

Pardot exists to assist B2B corporations construct relationships and switch these relationships into income. You get a collection of instruments completely designed for this mission, so you’ll be able to accommodate an prolonged shopping for course of and handle advanced pipelines.

Plus, it’s a unbelievable advertising and marketing automation software program constructed round Salesforce the world’s #1 CRM. 

So, you already know you’re in good arms. 

From lead era to gross sales alignment, the software program affords a variety of options, together with:

  • Dynamic content material and data-based personalization
  • Lead-nurturing e mail automations
  • Prospect and lead scoring
  • Visual multi-part automation creator
  • Advanced segmentation
  • Landing web page builder
  • Smart kinds + drag and drop builder
  • Social media scheduling, profiling, and analytics
  • Lead exercise monitoring
  • Campaign efficiency reporting
  • Lifecycle and funnel reporting
  • Pardot Einstein for lead and habits scoring

Furthermore, over 2.eight+ million worldwide customers depend on Pardot for his or her advertising and marketing automation wants, making it probably the most widespread platforms on this listing. 

But it’s a bit costly, so it’s greatest fitted to bigger companies. Their paid plans embrace:

  • Growth — $1,250/month for as much as 10,000 contacts and primary options
  • Plus — $2,500/month for as much as 10,000 contacts with deeper automation + analytics
  • Advanced — $four,000/month for as much as 10,000 contacts with AI and all options
  • Premium — $15,000/month for as much as 75,000 contacts with supercharge options

They additionally supply a couple of add-ons that come free within the Premium plan. Those add-ons embrace Salesforce Engage ($50/person per thirty days), Analytics Plus ($three,000/month), and Engagement History ($300/yr). 

All plans and add-ons are billed on an annual foundation.

Oh, and one last item: Pardot pronounced par-dot. The “t” is just not silent.

Get in contact with Pardot at this time.

#5 – Acoustic Review — The Best Enterprise-Grade Multi-Channel Marketing Automation Software

Acoustic affords an array of selling automation merchandise for centralized cross-platform multi-channel advertising and marketing. From personalization and e mail campaigns to net content material administration and expertise administration, they provide one thing for everybody.

Acoustic Campaign is their advertising and marketing automation instrument, encompassing cellular apps, push notifications, SMS, group chats, social media, advertisements, e mail, print campaigns, and extra. 

You also can mix this with Acoustic Personalization and Acoustic Analytics for a strong mixture of marketing campaign administration, knowledge, and utilizing that knowledge to ship the suitable message on the proper time. 

With Acoustic Campaign, you get entry to highly effective options, together with:

  • Drag and drop marketing campaign builder
  • Action, logic, and AI-recommended triggers
  • Seamless cellular and digital channel campaigns
  • Lead administration and scoring
  • Split A/B testing
  • Customer journey mapping
  • Planning and budgeting
  • One-to-one advertisements and lookalike audiences
  • Advanced personalization
  • Reporting and analytics

Furthermore, they’ve a neighborhood discussion board the place you’ll be able to publicly ask questions. They additionally present a web-based academy packed filled with academic movies and coaching so you may get essentially the most of your customized automation package deal. 

Note: Acoustic is constructed for reasonable to massive quantity campaigns with numerous transferring elements. So, it’s good for companies managing difficult campaigns throughout quite a few channels. 

But it’s overkill for lots of companies and anybody operating single-channel campaigns. 

Pricing isn’t accessible on-line, and it’s a must to schedule a session to be taught extra. So, remember that you gained’t be capable of join and get began instantly. 

#6 – Act-On Review — The Best for Marketing Agencies

As a advertising and marketing company, you deal with advertising and marketing campaigns for a number of purchasers (if not a whole lot of them) at any given time. As such, you want advertising and marketing automation software program with the flexibility to handle every thing, together with your personal advertising and marketing campaigns, in a single place. 

And Act-On affords the right resolution. 

Their scalable software program options distinctive little one and mother or father marketing campaign capabilities, that means you’ll be able to simply handle and deal with your whole consumer accounts from a single Act-On login. 

Plus, you’ll be able to fully model and customise every thing to ship customized stories to purchasers in just some clicks. 

With Act-On, you’ll be able to be taught extra about your purchasers’ audiences to personalize and tailor their message to match. Not solely does this make their life simpler, nevertheless it additionally means your crew can work much less to supply higher outcomes. 

When you join, you get entry to highly effective advertising and marketing options, together with:

  • Automated engagement packages
  • Website and touchdown web page monitoring
  • Customer/prospect scoring
  • Behavior and demographic segmentation
  • Pre-built e mail, type, and touchdown web page templates
  • Interactive reporting dashboards

Plus, you’ll be able to construct customized real-time analytic dashboards for inner and exterior use, so that you and your purchasers at all times know what’s happening. 

Furthermore, you should use this info to enhance buyer ROI, construct higher know-how stacks, and optimize total advertising and marketing campaigns on behalf of your purchasers. From lead gathering and nurturing to transferring contact info to gross sales, you’re in good arms. 

Sign up for a free demo to be taught extra and get began at this time!

#7 – Constant Contact Review — The Best for Engaging Social Media & Email Prospects

Modern advertising and marketing doesn’t occur on one channel. It’s occurring all throughout the web on a wide selection of units unexpectedly.

There are many omnichannel options for advertising and marketing automation, however Constant Contact takes the cake for many companies needing a simple technique to be part of e mail and social media efforts.

With its unified dashboard that anybody can use, Constant Contact enables you to keep on prime of each with ease. You can push new social posts and reply to messages on Twitter, Facebook, Instagram, and LinkedIn from the identical place you’ll be able to arrange automated e mail sequences and drip campaigns.

Schedule out social posts for subsequent month or quarter after which sync that messaging up along with your e mail campaigns. Plus, with the platform’s intensely customizable emailer, you’ll be able to phase messaging with particular person sequences which might be primarily based upon what you already know about your contacts.

Whether you’ve gathered essential information about your listing members manually otherwise you use Constant Contact’s customized type builder to seize it in your touchdown pages, you’ll be able to arrange particular person e mail sequence tracks primarily based on any of it that can robotically ship primarily based on triggers that you just set.

So, arrange a sequence of social media posts in regards to the large sport, then have distinctive e mail sequences for folk on the east coast rooting for one crew after which a separate one for the Pacific coast dwellers rooting for the opposite. That’s only a tremendous easy instance—with Constant Contact, you may make these nested, unified advertising and marketing campaigns as intricate and complicated as you’d like.

Social monitoring, messaging, and posting is on the market on all of Constant Contact’s plans. But its most helpful e mail options come within the Email Plus plan. In it, you’ll be able to arrange automated behavioral and welcome sequences, plus embrace dynamic content material in your emails.

Email Plus begins at $45/month for as much as 500 subscribers, with the worth scaling upward alongside the variety of further contacts you want. If you simply need unified e mail and advertising and marketing with out all of the superior automation, you’ll be able to nonetheless get limitless e mail sends and automatic e mail resends to non-openers with the usual Email plan. That’ll run you $20/month for as much as 500 contacts.

Unify your social and e mail campaigns by getting began with Constant Contact.

#eight – EngageBay Review — The Best for Improving Your Customer Support

How does advertising and marketing automation assist your assist crew? EngageBay is aware of you’ll be able to’t have gross sales, advertising and marketing, and assist current solely in siloes, particularly for those who promote a services or products the place post-sale engagement is each bit as essential as attending to a sale within the first place.

Specifically, EngageBay’s automation capabilities assist your customer support in a few methods. First, the identical automation instruments that permit you to arrange triggers, e mail sequences, and drip campaigns can also be accessible to assist reps.

In this platform, you’ll be able to arrange automations primarily based on a number of service triggers:

  • Ticket creation
  • Ticket standing change
  • Ticket precedence change
  • Assigned rep change
  • Tags added or eliminated

EngageBay has an easy-to-use automation builder that lets you set actions or situations primarily based on these triggers, making it simple to streamline the stream of assist requests and reduce the strain in your reps to deal with backlog. Priorities and assignees are set clearly and up to date robotically, taking numerous guide work off your plate.

But the second, and maybe larger, profit is how properly this integrates with advertising and marketing and gross sales automation to create a greater buyer expertise from begin to end.

EngageBay’s automation instruments can begin from the second a prospect expresses curiosity by becoming a member of your listing. From there, by way of your gross sales funnel and past the acquisition, this CRM can deal with routine touchpoints, nurturing, warming up, and extra.

With all that info and interplay gathered, your assist reps are well-prepared to deal with something your prospects can throw at them with ease and charm.

That’s large, particularly in case your service crew is dealing with greater than troubleshooting points. Maybe your service crew additionally offers persevering with buyer coaching (one thing that’s frequent in B2B SaaS) or typically places on their gross sales hats to deal with including companies or upgrades. With all of EngageBay’s automation instruments capturing every buyer’s total journey, your assist crew isn’t with out context or key info, to allow them to hold impressing the individuals who purchase from you.

Maybe better of all, EngageBay will be tried out for fully free. They have a free-forever package deal that lacks the automation instruments, however lets you get used to the platform and dashboard.

Automation instruments begin at $29.99 per person/month within the Growth plan. That can deal with as much as 50,000 contacts and 25,000 branded emails per thirty days. Need extra contacts? Upgrade to Pro for $47.99 per person/month to don’t have any limits on the variety of contacts, plus get double the emails that Growth affords and extra superior options.

Bring collectively your three core departments and supply all of them the identical helpful automation instruments by signing up with EngageBay at this time.

What I Looked at to Find the Best Marketing Automation Software

I stand behind all of my prime suggestions, however as you’ll be able to inform, these are very completely different merchandise.

Finding the suitable instrument for the job is extraordinarily vital. Marketing automation software program that serves one firm completely is perhaps a poor match for one more.

Below, I’ve laid out the key standards you must use to guage every choice. Use this information to slim your search all the way down to an answer that meets your organization’s advertising and marketing challenges.

Type of Business

B2B companies have completely different advertising and marketing wants than D2C corporations. 

Furthermore, advertising and marketing companies current a brand new set of selling automation challenges. Because of that, specialised software program could also be needed to satisfy your particular wants at an affordable worth level. 

The dimension of your enterprise issues too. Large corporations run advanced, massive-scale campaigns and have larger pockets. So, small enterprise instruments aren’t a very good match.

However, smaller corporations will most likely discover enterprise-grade options complicated and wildly out of price range, which is why these small enterprise instruments exist within the first place. 

So, take note of who the software program is constructed for when making your ultimate resolution. 

Number of Contacts

Most pricing plans rely on the variety of contacts or leads you will have. The bigger your listing, the extra you might want to pay to take care of it and keep in contact with them. 

If you will have tens or a whole lot of 1000’s of contacts, enterprise-grade options are most likely more cost effective. However, that’s not the case you probably have a couple of hundred or perhaps a few thousand leads in your listing. 

Just you should definitely hold this in thoughts and do not forget that particular plans could restrict the utmost variety of contacts you’ll be able to have. 

And for those who hit these limits, you’ll have to improve to the next plan or pay an additional price.

Your Marketing Channels

Different advertising and marketing automation software program helps numerous advertising and marketing channels. 

From SMS and e mail advertising and marketing to social media and push notifications, it’s essential to decide on a software program that handles every thing you want.

Smaller companies with easy campaigns could not make the most of a variety of channels and may get away utilizing a extra reasonably priced instrument. 

However, massive companies with advanced campaigns spanning quite a few channels want one thing extra sturdy to handle all of the transferring elements. 

Furthermore, some software program contains various channels in several pricing tiers. So, you could begin on one degree and wish to maneuver as much as acquire entry to extra advertising and marketing channels. Or you could want to maneuver to (or combine) a brand new instrument altogether. 

It could assist to map out your upcoming campaigns and determine which channels you intend to make use of.

Automation Features

Automation is on the coronary heart of each instrument on this listing. But some supply extra superior automation options than others. 

Do you might want to rating leads and prospects? Maybe you wish to mix SMS, e mail advertising and marketing, and Facebook advertisements in the identical buyer journey. Or maybe you want the flexibility to ship hyper-targeted emails on autopilot. 

Regardless of the complexity of your campaigns, don’t overlook to contemplate:

  • Split A/B testing
  • Automated e mail campaigns
  • Event and web site monitoring
  • Contact administration
  • Visual buyer journey mapping
  • Automated segmentation and personalization
  • Prospect and lead scoring
  • Dynamic content material
  • Transactional emails
  • AI-powered suggestions
  • Action and logic-based triggers
  • Reporting and analytics

You could not want all of them, and a few instruments don’t embrace them. So it’s crucial to know what you want (and don’t want) earlier than making your resolution.

Additional Features

It’s not unusual for advertising and marketing automation software program to incorporate a handful of options usually present in a CRM instrument, like stay chat or buyer assist capabilities. 

Before making a ultimate resolution, it’s important to know which further options you might want to fill the hole between advertising and marketing and gross sales or customer support. 

You could have already got these techniques in place. So, you gained’t want these further options. But for those who don’t, you may be capable of lower your expenses, trouble, and time by selecting a software program that features every thing you’re lacking beneath one roof. 

Hubspot is a wonderful instance of this. 

It contains customer support, gross sales, and advertising and marketing automation instruments in a centralized location to streamline knowledge motion and foster automation throughout your total enterprise. 


Hubspot is my prime suggestion for many companies. It’s constructed for small to midsize corporations concerned with automating their advertising and marketing processes to develop their companies and save time. 

Plus, it’s reasonably priced, simple to make use of, and packed filled with highly effective automation options. 

However, it’s not the right resolution for everybody. So, don’t overlook to make use of the factors we talked about as you type by way of discovering the perfect advertising and marketing automation software program for you and your crew. 

Here’s a recap of my prime picks:

  1. HubSpot – Best for gross sales, customer support, and advertising and marketing automation
  2. Freshworks CRM – Best for small to midsize companies
  3. Pardot by Salesforce – Best for B2B corporations
  4. ActiveCampaign – Best for e mail advertising and marketing automation
  5. Acoustic – Best for enterprise multi-channel advertising and marketing automation
  6. Act-On – Best for advertising and marketing companies
  7. Constant Contact – Best for participating social media and e mail prospects
  8. EngageBay – Best for bettering your buyer assist

What are your favourite advertising and marketing automation instruments?

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