91% of businesses agree that marketing automation tools are crucial to the success of their marketing efforts. And for good reason.
Today’s online marketing landscape and consumer buying behaviors are rapidly changing. Staying updated with these changes can be complicated and frustrating.
On top of that, many of the marketing tasks are repetitive and time-consuming. What worst is that they have the least impact on your bottom line.
Marketing automation tools take care of these mundane tasks so you can focus on more critical aspects of your business. Marketing automation tools also send potential customers timely content, improve their overall experience, and help you reach your marketing goals.
Top Marketing Automation Tools to Consider
One of the biggest challenges that businesses face when using marketing automation tools is that they don’t all work well together or “talk” to each other.
So instead of making things easier, they can make launching and monitoring your campaigns more complicated.
If you’re facing something like this in your business, using a tool like Zapier can be helpful.
Zapier integrates two or more tools or platforms with each other through programs called “zaps.” This allows you to automate specific processes that you would otherwise have to do manually.
HubSpot is an all-in-one inbound marketing and growth marketing platform packed with different tools to help you convert leads into customers.
Aside from creating email marketing campaigns, HubSpot’s platform also helps you track and monitor which of your blogs and social media posts are generating the most leads. It also allows you to create landing pages and forms that will help you capture your lead’s contact details when they download one of your content offers.
HubSpot also does an excellent job in tracking the different actions that your leads take when they visit your website and scores your leads based on your set parameters. That way, your marketing team can be sure that the leads they send to your sales team are qualified and ready to make a purchase. Also, because its automated lead scoring is powered by machine learning,
Perhaps one of the best things about HubSpot is that it offers free versions of their CRM as well as their sales, service, and marketing automation tools. So although the features in the free versions are limited, the features present are enough to launch a marketing campaign effectively. This is an excellent choice if you’re just about to launch a startup or starting a small business.
Pardot is a CRM created by the same team that developed Salesforce. It’s designed to help align the efforts of your sales and marketing teams to help increase your marketing campaign’s customer acquisition rate and ROI.
Pardot’s lead management system allows you to create an automated lead scoring workflows to help you screen your leads and qualify them before they’re handed over to your sales team. In turn, your sales team will be notified which qualified leads should they prioritize. This helps shorten your sales cycle, which means that you convert them into customers faster.
Other features include ROI reporting, tools for creating forms and landing pages, A/B testing, and Google AdWords integration.
Plans start at $1,250/month for up to 10,000 contacts.
Not everyone that visits your website will fill out your opt-in form, much less buy your product. Retargeting your visitors with customized ads is an effective way to get them to come back to your site, download your content offer, and even perhaps make a purchase.
AdRoll is a retargeting tool that lets you create ads based on your visitors browsing behaviors, demographics, and other attributes. These ads are then published on the different websites and social media channels that your leads visit.
The platform also includes other key features like cross-device retargeting, dynamic ads, customized budgeting, segmentation, and optimization and conversion reporting and analytics.
AdRoll provides a free no-risk 2-week trial. It doesn’t charge a fixed monthly service fee. Instead, the amount they will charge you for using their service will depend on your ad budget and how many people will engage with the ads you publish.
Behavioral-based marketing automation sends targeted messages based on how your leads engage with your website and social media. This helps you personalize the content you send them, increasing your conversion rates.
Customer.io helps you create automated workflows. These help you segment your leads based on their demographics, actions, and how they engage with content you send.
Data is sent real-time, so you can adjust your campaigns to improve its results.
Other features include a drag-and-drop dashboard for creating your messages, A/B testing, direct and third-party integrations, and analytics.
Customer.io’s Basic Plan starts at $150/month is based on the number of profiles you want to reach.
For example, the base price of $150/month lets you send unlimited messages to up to 12,000 profiles. If you need to message 14,000 profiles, the Basic Plan will be $160/month.
6. Constant Contact
Email marketing is still the most effective and cost-efficient way to nurture your leads and convert them into customers.
Constant Contact is an email marketing automation tool that helps you easily create professional-looking emails from scratch or by customizing one of their ready-made email templates.
Whichever way you choose, the emails sent by Constant Contact are mobile-responsive. This is critical since the majority of your target audience check their emails on their mobile devices. In fact, 55% of sales conversions happen on mobile devices.
Additionally, Constant Contact provides additional features like getting feedback from your customers through surveys and polls, request for donations, and even send announcements and invites for your upcoming events.
It also easily integrates with tools Shopify, WordPress, QuickBooks, Salesforce, and other tools you’re using.
Constant Contact offers a no-risk 60-day trial, giving you sufficient time to test and evaluate it out. After this, the rate you’ll be charge greatly depends on which plan you choose and the size of your email list.
InfusionSoft is a platform that automates not just your sales and marketing campaigns, but also other business processes.
Aside from automating your marketing campaigns, InfusionSoft allows you to create a checklist for your sales team so that they won’t miss anything. This helps make your sales team become more productive and also serve your potential customers better.
You can also create quotations and invoices right on the platform, accept payments from your customers, and send reminder notices for their payments. This is especially helpful if your clients and customers pay a subscription fee to use your product or service.
It also integrates with other marketing automation tools as well as e-commerce platforms, and other business tools. So you can even manage other aspects of your business.
Pricing starts at $199/month and is based on the number of your contacts.
In addition to this, you’ll also need to get one of their Kickstart plans based on your set business goals and includes additional services like a business needs assessment, coaching sessions, setting up your order forms, and optimizing your e-commerce pipeline, just to name a few. This starts at $499 and is a one-time payment.
If you’re using account-based marketing but the campaigns and lead nurturing efforts are not producing the results, the problem may not be in your strategies. Instead, it can be because of the quality of your leads’ data your teams are using.
SalesIntel is a sales intelligence platform that provides accurate and up-to-date details of the key decision-makers of the companies you intend of targeting. This makes sure that you target the right people within the company, shorten your sales cycle, and convert more customers.
At the same time, it helps you develop an ideal company profile by combining multiple demographic, firmographic, and behavioral data points. This helps you find companies that are a perfect fit for your ideal customer profile, allowing you to generate quality leads to nurture.
You will need to get in touch with them to get their rates based on your campaign needs.
Automizy is an email marketing automation tool that helps you engage and retain customers with:
- Setting up email autoresponders
- Building email automations
- Sending bulk emails
- Creating contact forms and more.
Automizy comes with a bundle of features that are designed to increase your open rate. Such as resending unopened emails, AB testing, contact segmentation, and the AI subject line tester to score your subject line before hitting send.
Additionally, Automizy provides additional features like building contact forms, contact tagging and filtering, behavior-based email automations, and personalized bulk emailing.
Automizy comes with an eCommerce integration with Shopify. And it integrates with other CRM tools you’re using.
Automizy offers a 14 day free trial period, with a 60-day money-back guarantee. After the trial period, you’ll be charged based on the number of your active contacts, starting from 9$/month.
10. Oracle Eloqua
Oracle Eloqua offers lead management, campaign management, and sales tools you can implement across different channels.
B2B businesses can develop and automate your marketing campaigns, personalize them, and monitor the results in this robust marketing platform.
The platform also includes other features to help SaaS startups launch and scale. These include comprehensive targeting and segmentation, dynamic messaging to personalize your messages, account-based marketing lead scoring, and native CRM integrations.
Pricing plans for Oracle Eloqua start at $2,000/month and depend on how many contacts you have.
Aligning your sales and marketing teams is vital to any marketing campaign’s success. Yet, as many as 90% of B2B businesses continue to struggle with this.
Bizible helps align your sales and marketing teams by combining behavioral-based marketing, personalized ads, machine learning, and sales outcomes to give both teams a comprehensive analysis of your campaigns so that they can make better decisions.
In addition to its account-based management features, Bizible also offers multi-touch attribution across all your marketing channels, comprehensive market funnel insights, monitoring outbound and offline marketing campaigns, and ad network integrations.
Act-On is a robust marketing automation platform that provides a host of applications and features you need to develop, launch, and monitor your marketing campaigns.
The platform also includes a website tracking feature. This lets you monitor who are visiting your page and the actions they take. More importantly, this helps you determine whether or not you’re content is attracting the right leads to your website.
Act-On’s platform also includes other features like social media listening, SEO tools, lead scoring and nurturing, contact-based marketing (for B2C businesses), and Google AdWord tracking.
LeadSquared is an all-in-one automation platform that lets you map your sales and marketing efforts, making it easier to launch your email marketing campaigns.
This lead management platform automates each stage of your marketing funnel, helping you shorten your sales cycles and convert more leads into customers.
LeadSquared also provides a mobile CRM, which comes in very handy when your sales reps have to meet potential clients face-to-face. Along with the standard features you find in a desktop CRM, LeadSquared’s mobile CRM also includes additional features like a meeting planner, real-time meeting updates, and a section for your sales reps to add notes.
More important, the mobile CRM track the progress of your sales reps while they’re meeting with potential clients. That way, you can quickly check up with them on how each of their meetings went.
The platform also seamlessly integrates with hundreds of other tools and apps, so it can work with any of the tools you’re already using for your business.
LeadSquared offers a risk-free 15-day trial, so you can try out their Standard features before committing.
Iterable is an integrated and cross-channel marketing platform that enables you to develop, implement, optimize, and monitor growth marketing campaigns. It provides you with a host of tools to send targeted content to your target market through email, push notifications, SMS, and other communication channels. These tools increase your ability to engage with your leads at every stage of your marketing funnel.
Additional features available in this growth marketing platform include remarketing and retargeting, audience identification, lifecycle marketing campaign development and monitoring, flexible data integration, and performance optimization.
By the time your potential customer reach out to you, they already completed 70% of their buyer’s journey.
Salesfusion is a tool that helps you create customized marketing campaigns that will capture your target market’s attention and drive them to your website. Once there, it tracks which pages they’re visiting as well as which landing pages and forms capturing the most leads. Through this, you can optimize and adjust your other landing pages, so they provide the same—if not, very close—results.
Salesfusion seamlessly integrates with other popular CRMs (some already mentioned in this blog post). This helps close the gap between your sales and marketing teams, allowing them to convert more qualified leads.
iContact is a robust email marketing platform that provides you with a host of tools to build an email list filled with quality leads. It also makes it convenient for you and your team to manage your email list so you can weed out leads that are not qualified or no longer engaging with your content.
iContact also provides you with a massive library of responsive landing page, form, and email templates you can customize for your website and email marketing campaigns. Other features include customizable merge fields, automated workflows, spam checks, A/B testing, and social media monitoring.
BuzzPortal is a cloud-based marketing automation platform with over 15 tools and apps to capture and nurture your leads across multiple channels.
What sets this marketing automation platform apart from others is that it’s not limited to online channels. The tools available here also helps you engage and nurture with your leads through offline channels like phone calls and fax (yes, some businesses still use this).
BuzzPortal offers a 14-day free trial. After this, you can choose to continue using this platform with a free account or upgrade to one of their premium plans, which start at $120/month.
18. Net Results
Net Results is a comprehensive marketing platform to help you and your team to generate leads, launch email and social media marketing campaigns, automate your sales and marketing funnels, manage your email lists, and segment your leads using big data.
And because the team behind Net Results understand how frustrating setting up and using a new tool can be, they’ll help you set up their platform and integrate it with the CRM you use once you sign up. On top of that, they’ll train and help you and your team to use the different features of your platform.
ActiveCampaign’s platform allows you to create and automate creative workflow processes for your sales and marketing teams. These processes not only help you generate and nurture quality leads but also follow-up with them on time.
This is critical when you’re trying to close a qualified and sales-ready lead. After all, your product isn’t the only one your leads are checking out. If you don’t follow up with them at the right time, you can lose them to one of your competitors.
Other features ActiveCampaign provides are creating emails with conditional content, cross-channel messaging, and customer lifecycle monitoring.
20. RD Station
RD Station provides small- and medium-sized businesses with a robust platform to launch and automate a growth marketing campaign. It allows you to plan out and store the details of your campaigns down to the specific tasks your teams need to achieve and deadlines. This ensures that everyone in your business is on the same page.
Drip is a marketing CRM that’s specifically designed to meet the needs of small business that sell a physical or digital product.
It provides you with all the features you’d expect from CRMs so that you can connect and engage with your leads so that they can become paying customers. At the same time, you continue building your relationship with them so that they make repeat purchases, and even refer to other potential customers.
Drip’s pricing plan starts at just $49/month and is based on the number of leads and customers you’re connecting and engaging with.
AutoPilot is a marketing automation tool ideal for visual people. That’s because you can plan and create your marketing campaigns using shapes and other images.
This unique feature gives you and your team a better idea of how each stage of your marketing campaign should work. It’s also easier for you to pinpoint potential bottlenecks within your marketing funnel and strategy. That way, you and your team can immediately address and resolve these issues before your campaign goes live.
AutoPilot provides all its users with a unique API. This allows them to easily integrate this with other marketing channels and tools, streamlining not just your marketing strategy but also other aspects of your business.
Omnisend is another effective marketing automation platform for small business owners, especially those that can’t yet still afford to hire professional email marketer.
This email marketing automation platform comes with a library of ready-to-use workflow automation templates you can customize to fit your marketing funnel. Its drag-and-drop content editor makes it very easy for you to create newsletters, smart CTAs, and discount coupons to send to your leads in your email list.
It also works well on websites built on Shopify, WooCommerce, and other e-commerce platforms commonly used by small business owners.
Omnisend offers a 14-day risk-free trial to test all of its features. After this trial period, you can choose whether to upgrade to one of their paid plans or continue using their services with a free account.
24. Lead Liaison
Lead Liaison is a cloud-based automation platform equally caters to the needs of both your sales and marketing teams.
In addition to the typical features you’d find with most marketing automation tools, Lead Liaison’s Sales Enablement provides your sales team with a host of tools to streamline their work process.
One of these is their Smart Watch feature, which automatically completes a target prospect or company’s profile by pulling details from various sources. This means you can reach out to these leads and nurture them into potential customers even if they don’t give you all their information.
Aside from integrating with popular CRMs, Lead Liaison also works well with free email service providers like Gmail, Yahoo, and Microsoft Outlook. This makes it an ideal alternative if you’re starting your business and don’t have much funds to invest.
SharpSpring is a flexible marketing automation tool that provides everything you need not only to launch and monitor a marketing campaign, but also build your website so you can generate more leads and convert more customers.
One of the unique features SharpSpring offers is its Visitor ID feature. This helps you track all your visitors even if they don’t sign up for your content offer. This will give you and your team better insight on whether or not your content is attracting the right visitors.
This feature also pulls the details of your website visitors and scores them based on your set lead scoring criteria. So, your sales team would know whether or not to reach out to them.
DialogTech is a fantastic marketing automation tool to monitor and track prospects and leads that call you.
Using AI and machine learning, the platform captures details of the caller, the conversation that took place, and the results of the phone call. The platform also allows you to route calls based on the caller’s location or your sales rep’s level of expertise. That way, you can further personalize your caller’s experience, increasing their chances to convert.
Other features of the platform include reverse lookup and in-call scoring.
Your marketing campaign’s success depends not just on the marketing automation tools you decide to use, but also how you use them.
In this blog post, I’ve shared with you a lot of different marketing automation tools and platforms you can try based on your needs and budget. Each has its unique strengths and benefits. All have proven themselves to help brands meet and exceed their set goals and target revenues.
Of course, the best way for you to find which one is the best tool for your business is to try these out for yourself.
Most—if not, all—of the marketing automation tools shared here provide either a free version of their services or a limited trial period. Ask your team to try these out one at a time and get their feedback before paying for this.
Which of these marketing automation tools have you tried? Are you using a marketing automation tool that’s not listed here? Share them in the comments below.