11/11/2019

As marketers are inundated with countless and ever-increasing software to make their job easier, trying to pick one among the sea of possible options can often leave one feeling stranded, lost and alone. 

Especially on a slow and stale Tuesday afternoon, trying to differentiate between all the different available tools while concurrently reading hundreds of essay length reviews can be a tall order. This is why we’ve compiled a list of the top 20 marketing automation software that will help you generate more leads, save time and be more agile in 2020.

Hubspot

– Comprehensive, marketing hub, sales hub, services hub and an effective free CRM.

– Most popular when considering both customer sentiment and market presence.

– All data and growth activity in one place.

– Increasing variety of different automation possibilities as one learns to master the tool. 

– Hubspot academy is also on hand to guide.

– Creative options which go far beyond purely email automation.

– Effective free version and cheap premium features but can be limited in terms of customisability for larger companies.

– Can become expensive quickly. 

 

Pardot 

– Cloud software included in the Salesforce CRM.

– Email marketing, lead nurturing, ROI reporting and lead scoring. 

– It is less affordable for smaller companies. 

– Has very efficient and customisable features to reduce time inefficiencies. 

Oracle Eloqua

– Part of Oracle Marketing Cloud. 

– Lead management, lead acceleration, campaign management and sales tools.

– Creativity for marketers to deliver connected and personalised customer experiences. 

– Marketer-friendly user interface.

– Very rich datasets. 

– Effective for large to medium-sized enterprises.

 

 

 

MobileMonkey

– Powerful tool to engage with audiences on your company website, Facebook messenger, SMS and other web chat apps.

– Multi-channel functionalities.

– The only platform that allows marketers to make Facebook ad bots, SMS bots, and native webchat bots in one place.

– Unified chat inbox.

– Suitable for both smaller and larger companies.

GetResponse

– Competent all-round marketing platform for small to midsize businesses. 

– Very affordable base plan. 

– More expensive plans include email marketing, CRM, landing pages, autoresponders, eCommerce tools and list building tools. 

– Easy to use but better for simpler features such as newsletters, rather than extensive marketing automation.

 

 

 

 

Marketo

– Acquired by Adobe and included in their enterprise marketing cloud.

– Integrates well with Adobe Analytics and Adobe Target.

– A small business might feel out of their depth using this software as it is more oriented towards enterprise customers.

 

 

 

 

 

 

Autopilot

– Very visually appealing and fun user interface. 

– Email marketing, messaging and automation platform. 

– Marketed as the easiest platform to use, so can be good for marketers that aren’t too tech-oriented. 

– Primarily used for in-depth messaging and targeting. 

 

 

Act-on

– Comprehensive marketing automation. 

– Email marketing, website visitor tracking, social media management, reporting and analytics.

– Webinar and event planning. 

– Targeting, lead generation, and lead scoring.

– Small marketing teams need marketing automation. 

– Can integrate with almost any CRM.

– Geared for smaller marketing teams that need marketing automation without IT support. 

ActiveCampaign

– Affordable and prices increase slowly with contact list growth.

– Quickly adds new features, releasing a site messaging tool, chrome plugin, a/b testing and marketing automation tool this year.

– User-friendly and stable.

 

SharpSpring

– Comprehensive marketing automation tool with effective features and functionality.

– One of the most flexible, integrating with behaviour-based email marketing, native, dynamic forms, landing page/blog builders or 3rd party CRM integration.

– Very affordable and easy company/software to work with. 

 

 

Zoho Campaigns

– Free version with capable automation functionality.

– Good auto-responder and workflow functionalities.

– Convenient integration with Zoho applications. 

– Strong email marketing platform for the price. 

– Little customisation. 

 

Constant Contact

– High degree of template customizability. 

– Intuitive editing model with space to be flexible. 

– Commerce and event integrations.

– Can be expensive as contact list grows.

– A good option for small to midsize business marketers.

– Expanding capabilities across other marketing channels. 

 

Campaigner

– Modern workflow interface.

– Good customer support.

– Variety of effective templates and integrations. 

– Advanced features. 

– Basic marketing automation and email marketing. 

 

 

Sendinblue

– Some advanced features such as reporting and lead scoring. 

– Excellent free plan with basic marketing automation capabilities, phone support and 300 emails a day. 

– SMS campaign functionality. 

Infusionsoft

– Strong track history of 15 years. 

– Oriented towards small businesses and solopreneurs which make up the majority of the user base.

– Can personalise advanced decision trees based on lead behaviour and scoring. 

 

 

Ontraport

– Geared towards solopreneurs, entrepreneurs, and small businesses. 

– CRM and marketing automation functionality. 

– Email marketing, landing pages, reporting and e-commerce functionalities. 

– Focus on reporting and insights, with a clear presentation of campaign performance. 

Drip

– Mainly focused on e-commerce marketing automation. 

– Adapts well with various marketing strategies. 

– Advanced mail marketing capabilities with email builders, automation workflows, multi-channel marketing, email campaigns and one-off emails. 

– Extensive analytics and personalisation.

 

 

Mautic

– Most successful open-source marketing automation.

– Recent and evolving quickly. 

– Free for 1 user. 

– Clean user guide and documentation of how to use. 

 

RD Station

– For SME´s primarily. 

– Manage and automate digital marketing strategy. 

– Attract traffic, and convert it into business opportunities to increase sales. 

 

 

Freshmarketer

– Oriented towards fast-paced marketing teams.

– Engagement of users across the lifecycle from pre to post-acquisition.

– Lifecycle campaigns, build nurturing workflows, analyse user behaviour and personalise at scale. 

Maropost

– High-volume email marketing and sms text messaging campaigns.

– Centralised social media marketing and publishing.

– Workflow automation and real time analytics with custom reports.

– Responsive emails.

– Customer segmentation and A/B split testing.