The Best 16 Marketing Automation Tools to Use in 2024

According to Salesforce’s State of Marketing Report, 67% of marketing leaders already use at least one marketing automation platform, and a further 21% plan to start using one.

So let’s look at the top 16 marketing automation tools in 2024.

What is a Marketing Automation Tool?

A marketing automation tool allows marketers to automate marketing activities that contribute to greater marketing campaign efficiency and effectiveness. These tools are used for automating repetitive tasks such as email marketing, social scheduling, ad campaigns, reports and analysis, and data management.

While automation is the primary function, the software also provides other features, such as CRM, website design, integration, and marketing intelligence.

What Are the Advantages of Using Marketing Automation Tools?

You can improve your marketing processes and strategies with the help of marketing automation solutions, which have the following benefits:

• You can use them to optimize your campaigns so you can concentrate on the channels and strategies that work best.
• You can use marketing automation solutions to gain helpful insights about consumer behavior and preferences so that you can plan your marketing activities effectively.
• They can also save you time by automating complex processes so that you can focus on other crucial aspects of your company.

Marketers can more quickly and efficiently achieve their marketing goals by using the power of automation. With marketing automation technologies, you can quickly process data and information that help you make more informed decisions that will boost client engagement and revenue. Additionally, you can create customized, targeted campaigns for each customer.

How to Pick the Best Marketing Automation Software?

It's important to choose the best marketing automation system for your company. When making this choice, it's crucial to take into account several factors, including pricing plans and features, usability, customer service, integrations, scalability, and more. You should also consider the size of your team and the specific objectives that you have for your marketing automation platform.

When selecting marketing automation software, consider the following factors:

• Understand the objectives and needs of your business.
• Research several platforms to determine which one is ideal for you.
• Whenever possible, set up a trial period.
• Test various features to see if they fit your needs.

If you carefully consider all of these factors, you can choose the ideal marketing automation platform for your company.

Common Marketing Automation Features

1. Email marketing

Email is one of digital communication’s oldest forms, yet it remains paramount. While consumers have become slightly frustrated against email marketing due to the experience of marketers and continued media harassment, email remains one of the most effective means of communicating with your clients. This makes it an excellent marketing automation starting point.

Lead management is one feature offered by some of the best software tools for marketing automation. It helps businesses monitor, classify, and connect with leads so that they can be transformed from a prospect to a paying customer.

Some autonomous applications like Hootsuite and Buffer are social media’s best friends. Scheduling premeditated posts for all social platforms makes life easier for a social media manager. Marketing automation software often features social analytics tools that enable you to monitor your audience posts across social platforms and share your content.

Having in-depth analytics is the most significant advantage of automating marketing efforts. Most marketing automation tools look like business intelligence software with dashboards that depict a company’s most valuable marketing KPIs with easy-to-understand visualizations.

These three features are found everywhere and for everyone. SEO paid media, and digital advertising features help marketers execute their paid campaigns from a centrally controlled marketing tool. This is where many other marketing campaigns live. SMBs may find that managing these campaigns is overwhelming, but it gets easier and easier to unify all the data into a single analytical interface.

6. Integration with eCommerce platforms

eCommerce marketing automation software must integrate with multiple shopping platforms to perform all its functions. Without that, it is impossible to access the data about online store orders, products, and customers.

Integration makes it possible for marketing solutions to send emails to the customers of e-stores featuring new items, discounts, special offers and manage the abandoned cart data.

The easiest way to develop the integration between any marketing automation software and multiple eCommerce platforms, like Magento, Shopify, etc., is to use a unified API by API2Cart.

Top 16 Marketing Automation Software Tools in 2024

You learned the features, now let’s finally dig into the CRMs that provide these features.

1. HubSpot

HubSpot is recognized in the world of SaaS for all its resources, including live chat, marketing, services, and sales Hubs. Its automation software is one of its most successful features.

When comparing HubSpot to other CRMs on this list, the unique feature is the extremely easy-to-use and straightforward visual editor of workflows.

2. ActiveCampaign

ActiveCampaign is an integrated email marketing, marketing automation, and CRM for small businesses.

ActiveCampaign’s main strength is its efficient and versatile integration of marketing automation. This is one of the broadest options on the market.

3. Mailchimp

Mailchimp has grown into the marketing automation space, but it began primarily as an email marketing solution. In addition to basic campaign automation and analytics, its latest version now has basic e-commerce, survey, and CRM functionality. Combining all of these tools in one place, you can get all features you require.

Who it's for:

Small businesses that are just getting into marketing automation, and want to get a turnkey e-commerce solution in the bargain, should consider Mailchimp. However, it is the most suitable for lightweight marketing work, so advanced marketers may find that they quickly outgrow it.

Pricing:

For 500 contacts:

• Free plan available
• Essentials: free for 1 month, then starts at $13 per month
• Standard: free for 1 month, then starts at $20 per month
• Premium: starts at $350 per month

Key Features:

• Email designer, email client testing, RSS-to-Email, email beamer, and email delivery
• MailChimp editor
• SMS for events
• Custom forms
• Segmentation and groups
• Multi-user accounts
• Integrations

4. Overloop

Overloop is an outstanding automated marketing tool mainly used by businesses to work on sales activities and lead generation. If you’re working on lead generation or any other kind of marketing outreach, then you need Overloop.

Who it's for:

Overloop CRM is an excellent choice if you're looking for a CRM system that can help you find new contacts, better keep in touch with them during the sales process, and give your company excellent outreach and communication abilities overall. Moreover, it can be quite worth the cost, especially as your team grows, as every additional user results in the total price per user getting more affordable.

Pricing:

• No-brainer pricing: $99 per user/month, billed monthly
• Custom pricing: contact the sales team

Key Features:

• Create automation emails and automated email campaigns
• Find and verify email addresses
• Integration with Slack, Zapier, and other CRMs

5. Ontraport

Ontraport is an enterprise automation platform. Ontraport’s most valuable offerings are its focus on reporting and insights. While some tools can be a black box, Ontraport looks at your campaign performance.

Who it's for:

Ontraport is flexible enough to fit practically any business type, although it is specially configured for education-based organizations and membership-based sites (membership site). So, if your company falls into one of these groups, you might want to try Ontraport. Moreover, marketers and salespeople across more than 63 countries continue to use Ontraport to drive smart automation plus customer relationship management. But its pricing plans can be costly for beginners and startups.

Pricing:

• Basic: starting at $24 per month
• Plus: starting at $83 per month
• Pro: starting at $124 per month
• Enterprise: starting at $249 per month

Key Features:

• Integrate with other Ontraport marketing tools
• Have pre-built templates for quick content generation
• Create sophisticated funnels and goals for your campaigns

6. Infusionsoft

InfusionSoft has helped thousands of marketers deliver leads, revenues, and customer acquisition targets for a while. Infusionsoft is now Keap Max Classic.

Depending on which lead magnet someone is signing up for, how many emails they open and click, or other contact property data, you can set up a reasonably complex tree structure.

Who it's for:

New businesses that are starting their email, marketing, and sales campaigns are an ideal fit for Infusionsoft. If your company is inclined to treat sales and marketing as a unified process, it's an option you should consider. Larger businesses that have separate divisions for sales and marketing may prefer a solution that focuses on marketing automation while using a separate program for CRM functions.

Pricing:

• Contact the sales team

Key Features:

• Drag and drop campaign builder
• A plethora of other tools that connected with marketing automation
• Multimedia marketing management

7. Ortto

Ortto is one of the marketing automation systems with the most potent visual appeal. Its visual editor is clear, user-friendly, and honestly fun to use.

Its system is usually used for more complex messaging and targeting, but a simple autoresponder can also be developed based on a time sequence.

Who it's for:

If you’re looking for an out-and-out marketing automation platform, Ortto is a great choice. The lack of a CRM and cost might be a problem for some companies, but it also offers plans that are reasonably priced and gives you access to all of Ortto’s features – making it a good option for startups and SMBs.

Pricing:

• Professional: from $99 per month
• Business: from $299 per month
• Enterprise: contact the sales team
• Startup: from $199 per month
• NFP: from $199 per month

Key Features:

• Outcome wheel
• Excellent collaborative features such as annotation and Slack/email sharing
• Well-designed templates

8. Marketo

For long enough, Marketo was recently purchased by Adobe and integrated into a marketing platform.

If you use Adobe Analytics for data measurement and Adobe Target for experiments and customization, you will have powerful automation and optimization set for startup marketing.

Who it's for:

Marketo is excellent for businesses that want to use the tool's many features that go beyond the basics of marketing automation. It isn't the most affordable tool, but it's also not the most expensive. If you're not going to use the system's advanced features, you can get the same results using one of the less expensive tools. However, it can be a good decision to start with a tool like Marketo if you want to start with the basics and move to more sophisticated functions soon. 

Pricing:

• Contact the vendor

Key Features:

• A powerful collection of tools
• It works better if you’re already using other Adobe tools such as Target
• B2B marketing & lead management

9. SendInBlue

SendInBlue began as a digital company but ended up building a powerful email marketing tool that changed over time into a well-known marketing automation software.

They have advanced capabilities like reporting and scoring leads. In addition, SendinBlue offers a relatively impressive free plan that includes basic marketing automation features, phone support, and up to 300 emails per day.

Who it's for:

The integrated solution from SendinBlue should provide enough features for most SMBs. Customers will appreciate the affordable pricing structure. One drawback is that compared to some rival systems, it has a fewer number of third-party software integrations. You might need to keep looking if you need to link your marketing automation efforts with multiple additional platforms.

Pricing:

• Free plan available
• Starter: starting from 25$ per month
• Business: starting from 65$ per month
• Enterprise: custom price

Key Features:

• Adapts to your level of technical savvy
• A/B testing built-in
• Connects easily with other Sendinblue products

10. GetResponse

GetResponse is a platform for marketing automation with several different layers and functions. They are cost-conscious and start at around $10 per month, but they have powerful features in their more expensive plans.

GetResponse is easy to use, and you can usually get good results from the tool, although the more specific features, such as email updates, work better. Working with the platform will become more difficult if you incorporate complicated conditional logic.

Who it's for:

Beginner marketers will appreciate GetResponse's excellent user experience and reasonable price. It might be right for you if you're looking for a solution that offers multichannel tools in addition to email marketing. Unfortunately, the company no more provides 24/7 phone support, so some users may become upset if they require immediate assistance.

Pricing:

• Free plan available
• Email marketing: €13.12 per month, billed annually
• Marketing automation: €44.28 per month, billed annually
• Ecommerce marketing: €86.92 per month, billed annually

Key Features:

• Drag and drop blocks
• Automation templates
• Cart abandonment emails

11. Omnisend

Omnisend is one of the most common automation platforms in eCommerce marketing. It takes advantage of different marketing channels to create a perfect omnichannel strategy for your company.

In addition, it is a powerful method that can be used for end-to-end activities such as collecting email addresses and contact details, sending emails, A / B testing, and more. In addition, it helps you with holistic data management and offers in-depth reports so you can gain insights into the marketing strategy for practice.

Who it's for:

Small and medium-sized companies and eCommerce marketers who want a better way to automate their marketing efforts while keeping an omnichannel approach in mind can consider Omnisend. However, the program might not be suitable for large businesses with a wide client base because of the limited contacts and SMS that can be sent each month.

Pricing:

• Free plan available
• Standard: $16 per month
• Pro: $59 per month

Key Features:

• Flexible Content Editor
• Extensive Integrations
• Campaign Booster
• Dynamic Forms
• Automation

12. EngageBay

EngageBay is an all-in-one marketing automation tool with an integrated CRM hub or ‘bay.’ It caters to startups and small businesses. EngageBay’s most vital point is how easy it is to use for first-time small business owners and young entrepreneurs with no tech skills.

The software makes marketing automation easy as eating pie and offers a wide range of customizable automation tools. This is also the most affordable all-in-one marketing automation platform in the market, with a free trial that lasts forever.

Who it's for:

Anyone looking for a cost-effective solution for all their marketing, sales, and lead generation needs should consider EngageBay. Many individuals, small businesses, and startups prefer this platform because of its wide range of tools.

Pricing:

All-in-one:

• Free plan available
• Basic: $13.79 per user per month, billed annually
• Growth: $45.99 per user per month, billed annually
• Pro: $91.99 per user per month, billed annually

Key Features:

• Email automation, email analytics, email A/B testing
• Social media monitoring with live reports
• Built-in Landing Page & Popup Forms builder
• Drag-and-drop automation designer

13. Campaigner

Campaigner lacks the multichannel focus of some of its rivals and focuses primarily on email marketing. However, its greatest strength is its highly customizable workflows that give you many ways to precisely manage email marketing efforts.

This one of the digital marketing automation tools also provides other marketing automation functions, like purchase behavior analytics.

Who it's for:

You'll probably want to look elsewhere if you're choosing a program to help manage your campaigns across multiple channels. On the other side, if email is your main focus, Campaigner provides well-designed automation capabilities. Just keep in mind that its user interface is more complex than tools created for novice users.

Pricing:

• Starter: starting from $59 per month
• Essential: starting from $179 per month
• Advanced: starting from $649 per month
• eCommerce: starting from $79.95 per month

Key Features:

• Customizable features like email automation and reports
• Automated workflows
• Social media integration
• Autoresponders
• A/B split testing

14. Salesforce Pardot

Pardot is Salesforce's comprehensive B2B marketing automation platform. Its feature set includes list-building features, lead-scoring packages, contact tags, campaign rules, and lots of other marketing automation tools. However, even with all that complexity, it is also really easy to use.

Who it's for:

It wouldn't be an exaggeration to say that Pardot offers everything, so of course, there's a catch. The catch in this situation is the price. To purchase what Salesforce is selling, you'll need to have really sizable financial resources. But if you can handle the pricing, you'll get what you pay for.

Pricing:

• Growth: $1,250 per month up to 10,000 contacts, billed annually
• Plus: $2,500 per month up to 10,000 contacts, billed annually

Key Features:

• Email marketing
• Landing pages and forms
• Search tracking and optimization
• Journey builder
• Lead management
• Personalization

15. Constant Contact 

Constant Contact is a well-known provider of email marketing software that has gradually added more automation features, such as workflows and AI-based personalization. It also supports numerous third-party integrations, including e-commerce partnerships with Vimeo, eBay, Etsy, Eventbrite, and Shopify. 

Who it's for:

Constant Contact definitely won't meet your needs if you have complex automation workflows in mind and require extra marketing tools. On the other hand, if your primary objective is email marketing and you're looking for an entry-level solution, it might be a good option.

Pricing:

• Core: starting at $9.99 per month
• Plus: starting at $45 per month

Key Features:

• Email builder
• Email scheduling and automation
• Contact management
• Segmentation
• Reporting
• Signup forms

16. Zoho Campaigns

Campaigns is just one of a wide range of business applications that Zoho provides. They are well-integrated, which makes them a great choice for companies looking to fill multiple software needs. 

Its marketing automation tools are robust, including trigger-based workflows for onboarding new contacts, re-engaging lost contacts, keeping new customers, and allowing clients to know about current deals or offers. 

Who it's for:

Customers of Zoho's other products should consider Campaigns, but it could be useful for other users as a standalone solution. Email marketing is Campaigns' main focus, but it also has strong and expanding marketing automation features. 

Pricing:

For 500 contacts:

• Free plan available
• Standard: €3 per month, billed annually
• Professional: €4.50 per month, billed annually

Key Features:

• Easy drag-and-drop editor
• Measure engagement
• Scheduled sending
• Chain campaigns
• Import your newsletter templates
• Sync from Zoho CRM
• A/B test campaigns
• Landing pages for Facebook marketing
• Ready-made newsletter templates
• Customizable layouts
• Sync contacts from different Zoho Services

Conclusion

Marketing automation tools and database marketing can help your marketing efforts become personalized and generate more leads and revenue.

So, choose the best CRM with marketing automation tools that work best for your business. Migrate with Trujay’s Free Sample Migration Wizard. It’s easy and requires no technical skills. There are a lot of customers that are satisfied with the results. Or, you can check Trujay’s other services.