116 Softwares
Marketing Automation Software

Best Marketing Automation Software

Looking for the best marketing automation software to automate daily tasks? Here is a list of best marketing automation platforms that will boost the efficiency and minimize the costs as well as manual errors in the marketing programs of your business. This marketing automation platform can be used to commence customized marketing solutions driven by your sales goal and data acquired from the web traffic analysis. The marketing automation tool gives you a dynamic approach making utilization of information-based strategies to improve your customer engagement and thereby increase sales! Further, to address the need of buying reliable and authentic software, GoodFirms after analyzing crucial parameters has created a list of best marketing automation software below:

116 Softwares

List of Best Marketing Automation Platforms | Top Marketing Automation Tools

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List of Best Marketing Automation Platforms | Top Marketing Automation Tools

Smart Advertising Automation for eCommerce

Salesoar automates and optimizes your Search and Shopping Ad campaigns. Through sophisticated rule based templating language and feed integration with Google AdWords and Google Merchant Center, our platform creates thousands of accurate, high ranking ads in minutes. Our clients generally see a 2x increase in ROAS in the first 6 months. Stop Wasting Time Eliminate manual labor from Google Sea... read more

30 Days
Contact Vendor
Behavior-based bulk and automated omnichannel campaigns

eSputnik is a Marketing Automation Service made to embody the toughest ideas of enterprise level solutions in very clear and efficient way for everyone. We do not declare being the best, we are mostly spoken about this way.

30 Days

3. Marketo

The Next Generation of Marketing Automation Software is Here

Marketo, Inc., offers the leading Engagement & marketing automation Platform that empowers marketers to create lasting relationships and grow revenue. Consistently recognized as the industry’s innovation pioneer, Marketo is the trusted platform for thousands of CMOs thanks to its scalability, reliability, and openness. 

Thaddeus Mims
Thaddeus Mims, Senior Marketing Operations Specialist at Omnitracs
Contact Vendor
HubSpot Marketing Hub
All-in-One Inbound Marketing Software.

Marketing software to help you grow traffic, convert more visitors, and run complete inbound marketing campaigns at scale. It covers everything you need to launch effective marketing campaigns that make people interested in your business and happy to be your customer.

30 Days
Go beyond email marketing with true marketing automation

ActiveCampaign helps growing businesses meaningfully connect and engage with their customers. With our SaaS platform, we help businesses go beyond marketing automation to optimize their customers’ experiences.

Scott A. Dennison
Scott A. Dennison, Online Marketing Specialist, Internet Marketing Consultant and Published Author at Five Talents Ventures, LLC
14 Days
Constant Contact
Constant Contact makes powerful email marketing easy.

Constant Contact, an Endurance International Group company and a leader in email marketing since 1995, provides hundreds of thousands of small businesses around the world with the online marketing tools, resources, and personalized coaching they need to grow their business.

30 Days
Marketing Automation: Powerful. Affordable. For Everyone.

SharpSpring is a cloud-based marketing automation platform for marketing agencies and small to mid-sized businesses that rivals top competitors with its features, functionalities and performance. 

Emma Jackson
Emma Jackson, Creative Director at The Idea Farm

8. Mautic

Open Source Marketing Automation.

Mautic provides free and open source marketing automation software available to everyone. Free email marketing software, lead management software.

Free version
All in one CRM software.

EngageBay is a simple, affordable, all-in-one marketing automation software built for small businesses and startups to acquire, engage, nurture web visitors and convert them to happy customers. Acquire leads through lead generation forms and popups, engage web visitors through beautiful landing pages, nurture them through engaging emails and automate your marketing funnel through marketing automat... read more

Free version
Marketing Creatio
Multichannel marketing platform to orchestrate customer journeys and accelerate lead-to-revenue

Marketing Creatio is a holistic multichannel marketing management software powered by out-of-the-box best practice processes delivering demand generation excellence. It is a robust marketing automation software powered by out-of-the-box best practice processes for efficient lead management – from demand generation to lead nurturing, to final hand-off to sales.

14 Days
Contact Vendor
Autopilot HQ
Marketing Automation Software Made Visual.

Autopilot is simple and visual marketing automation tool trusted and loved by thousands of teams around the world. It helps marketers capture and convert new leads, connect with customers and create loyal repeat buyers. The best teams at Microsoft, Typeform, LiveChat, Atlassian, Patreon, Samsung, Greenpeace and Lean In all use Autopilot to automate their marketing.

Robin Jennings
Robin Jennings, Director at We Push Buttons
30 Days

12. Pardot

Smarter Marketing Automation

Pardot is B2B Marketing Automation by Salesforce that allows marketing and sales teams to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency.

Nicolas Costa Ossa
Nicolas Costa Ossa, Director Customer Operations & Account Management at Koombea

13. Keap

Step up to all-in-one CRM, sales, & marketing automation software.

Keap is on a mission to simplify growth for millions of small businesses. For 15 years, Keap has been helping small businesses get organized so they can deliver great service and close more business. Today the pioneer of CRM and marketing automation software for small businesses serve more than 200,000 users globally with its Infusionsoft and Keap products. Keap is headquartered in Chandler, Arizo... read more

Al Guertin
Al Guertin, Managing Franchise Partner at Expedia CruiseShipCenters Ottawa
Accelerate Your Growth with Marketing Automation Tool.

Salesfusion makes enterprise-grade marketing automation platform to everyone with a no-fail approach. Recognizing that marketing success depends not just on technology but also on expertise, processes and people, Salesfusion provides clients a team of marketing experts in addition to its complete and easy-to-use marketing automation software.

14 Days

15. Act-On

Marketing Made Personal.

Act-On’s Adaptive Marketing Platform is your command center to get the right messages, to the right people, at the right time. Our easy-to-use technology provides you with insight to adapt to your customers’ unique needs at each stage of the buying journey and accelerate your lead to revenue. Reach the right buyers and convert more leads with our adaptive marketing automation platform.

15 Days
Zoho MarketingHub
Marketing automation software for faster business growth.

Zoho MarketingHub is an all-in-one marketing automation software that helps you successfully manage your marketing activities across multiple channels. Generate more leads, convert them to customers, and retain them longer.

15 Days
Contact Vendor

17. Eloqua

Drive Dynamic Journeys.

Oracle’s B2B Cross-Channel Marketing solution, Oracle Eloqua, enables marketers to plan and execute automated marketing campaigns while delivering a personalized customer experience for their prospects.

30 Days
Contact Vendor
Lead Conversion Platform for Your Business.

LeadSquared is marketing automation software and sales execution platform that helps businesses increase their closures, manage their pipelines, and attribute their ROI accurately and completely - to people, marketing activities, lead sources, products, and locations. 

Haresh Pansuriya
Haresh Pansuriya, Digital Marketing Lead at iQlance Solutions
15 Days
All-in-One Engagement Automation Platform.

It provides a powerful, multi-channel marketing automation software that allows you to automatically target individuals based on their specific needs and interests. Save time and increase effectiveness through automated communication flows. Reach each customer and lead with messages that appeal to their personal needs and build stronger, more loyal relationships.

14 Days
Contact Vendor

20. Mailchimp

Build your brand. Sell more stuff.

MailChimp is the world’s largest marketing automation platform. It’s like a second brain that helps millions of customers—from small e-commerce shops to big online retailers—find their audience, engage their customers, and build their brand.

Sreekumar J
Sreekumar J, Designated Partner at BUYBAA SOLUTIONS AND ECOMMERCE LLP
Free version

21. Soffront

Thrive Your Business

Soffront was founded in October 1992. We launched first commercial software for Contact Management, Customer Ticketing, Asset and Defect Tracking Software, all in a single system, in February 1993 at a conference in San Jose, California. At the conference, we showcased our CRM software to track ALL customer communications, products sold and serviced, customer complaints and remedies, product defec... read more

30 Days
Contact Vendor
Marketing Automation for Ecommerce.

ContactPigeon is the all-in-one marketing automation solution for eCommerce. We turn one size fits all marketing communication to perfectly timed and personalized messages for each of your customers.

Lazaros Koutsas
Lazaros Koutsas, Growth Marketer at ONmarketing.io
14 Days

23. Delivra

Automated email open rates are 95% better than regular emails.

The Delivra email marketing automation platform was designed and built for result-driven marketers looking for a strategic partner to assist with email automation campaign creation, development and management. We arm marketers with the necessary tools to engage more patrons and increase sales.

14 Days

24. Hatchbuck

All-in-one CRM and marketing automation software built for the way you work.

Hatchbuck gives your small business all the tools you need to stay organized, automate marketing activities and drive higher response rates and sales. With Hatchbuck’s all-in-one CRM and marketing automation software, you have everything you need to capture new leads from your website, nurture them with relevant content, and convert them into loyal customers.


25. Genoo

Build relationships; get more sales.

Genoo’s flagship product, Genoo Marketing Automation software, was released later in 2008 and quickly earned acclaim from a growing community of users. Continuous commitment to serving the real business objectives of customers, listening to their wants, and delivering what they need has become Genoo’s stock-in-trade.

30 Days
Agile CRM

Agile CRM is a robust cloud-based customer relationship management software that integrates core functionalities of sales, marketing, service, and web engagement platforms into a single unified solution. Trusted by thousands of small to medium businesses across multiple industries, Agile CRM offers a massive set of features including project management, contact management, scheduling, sales and ma... read more

Michael DeLon
Michael DeLon, President, Paperback Expert | Positioning Experts for Business Growth at Paperback Expert
Free version


All Your Marketing Automation Tools in One Place

ONTRAPORT provides a comprehensive business and marketing automation platform targeted at the specific needs of entrepreneurs and small businesses. With ONTRAPORT as their partner, entrepreneurs and small business owners can quickly and easily start, systemize and scale their businesses on a powerful platform integrating the marketing, sales and business applications they need, when they need it. ... read more

90 Days
Make Sales & Marketing Work

ActiveConversion makes sales and marketing work for industrial companies. Our combination of software and services helps manufacturers, distributors, and industrial service providers make the most of existing efforts by generating more leads and identifying the best opportunities. With a diverse customer base across North America, we help industrial companies generate more business opportunities i... read more

Mr Sparks
Mr Sparks, Director of Digital Marketing at Sparks Company
14 Days
Contact Vendor

29. Emma

Have your best email marketing year ever.

Emma's email marketing platform makes it easy for teams of all sizes to create and collaborate on beautiful campaigns across all departments or locations, delivering a seamless brand experience that increases engagement and drives more revenue from email.

5 Days

30. iContact

Affordable Email Marketing Solution.

iContact's email marketing platform helps businesses of all sizes get results. Whether you are a small business just getting started, a non-profit looking to spread your message, a professional marketer looking for maximum campaign strategy, or a high-volume sender with millions of subscribers, iContact offers a plan to meet every email and marketing automation need

30 Days

31. dotmailer

The marketing automation platform that sets serious marketers free

Dotmailer is a data-driven multichannel marketing platform. Since 1999, we’ve been empowering marketers with the tools that enable them to think smart, act fast and scale quickly.

14 Days
Contact Vendor
Aritic PinPoint
Full Stack Marketing Automation Platform for Growing Businesses.

Aritic is full stack marketing automation software platform for digital business. Aritic platform for business help business with full-stack marketing automation, communication automation, CRM application, service desk application and business automation stack. 

Free version
Full Suite of Powerful Marketing Automation Tools

Net-Results is the 1st choice of people buying marketing automation for the second time. With over 13,000 users on 5 continents, Net-Results is the platform you choose when experience has taught you what you really need (and what powerful marketing automation software should really cost).


34. eTrigue

Marketing Automation for the Rest of Us.

eTrigue® DemandCenter® marketing automation Software as a Service (SaaS) executes and tracks powerful multi-channel, multi-touch campaigns including email, landing pages, search, web site activity, tradeshow and telemarketing campaigns to deliver qualified leads and close sales faster.

Marketing Automation for the Whole Customer Lifecycle

Customer.io is a versatile marketing automation tool for sending relevant messages based on behavior across web and mobile products. 

30 Days

36. AdRoll

B2B marketing just got easier with RollWorks.

AdRoll is a digital marketing technology platform that specializes in retargeting which aims to convert window shoppers into buyers of your product or service in your site. As the most widely-used retargeting solution, AdRoll utilizes different platforms such web, mobile, and even social media using advanced tools to achieve results.

Marketing Agency Software for Management and Reporting

ReportGarden helps Digital Marketing Agencies prepare analysis and performance reports for their clients. We came up with the idea when trying to find an alternative to the excel reports provided by google and bing. Most agencies face an issue in the beginning of the month trying to create reports. They take a long time to prepare and don’t convey the message to the client properly.

7 Days

38. Trackence

Sales Force Automation Tool

Trackence is a Advanced Sales Force Automation (SFA) tool to increase productivity of Sales Force and substantial growth in your Business. Trackence, empowers the sales person in the field by giving access to all information like Stock, Order, Collections, Issues, Priorities, Schedule and analytical reports, on the go to get maximum productivity of your sales force. Gives the power to the Sa... read more

2 Days
Contact Vendor

39. MailMunch

Grow Your Email List.

MailMunch has everything you need to grow your business. It captures leads from your website and converts visitors into life-long readers, email subscribers and customers.

Free version
Saglus Smart
Powerful, Next Generation Marketing Automation Software Solutions

Saglus offers a full stack of marketing automation solutions to maximize visitor engagement, lead acquisition & build long-term meaningful customer relations for your business.

14 Days
Contact Vendor

41. Omnisend

E-commerce Marketing Automation for Smart Marketers.

Omnisend is an omnichannel marketing automation platform built for ecommerce. With email marketing at its core, creating beautiful email campaigns is easier than ever before. Using Omnisend's sleek automation, you can personalize your message to customer data, campaign engagement, and shopping behavior. Unlike other platforms on the market, Omnisend allows you to add several channels into the same... read more

14 Days

42. Phonexa

All-in-One Platform for ROI-Driven Marketing Automation Platform

Phonexa has become a leader in the SaaS marketing platform space by pioneering an all-in-one solution to track and coordinate inbound calls, generate and distribute web leads, automate marketing emails, and manage business accounting. We put marketing channels in one place, to make companies more productive and more profitable. Phonexa enables businesses to create a more efficient workflow ... read more

Contact Vendor
#1 Marketing Automation Tool for PPC, SEO, Social and Web Analytics

Supermetrics develops tools for simplifying business reporting. Get your metrics from Google Analytics, AdWords, Bing Ads, YouTube, Facebook, and many other sources into one place. Spend less time gathering data so you can focus on turning it into insight. Our tools cover multiple platforms such as Google Sheets and Microsoft Excel.

14 Days

44. Gist

All-in-One Growth Software

With user analytics, live chat, email marketing, and marketing automation all in one place, you can craft every interaction with your visitors, leads, trial users, and customers like a pro. Whether you're closing a sale, onboarding a new user, or helping a customer with your product, Gistis the best way to do it.

21 Days

45. Drip

ECRM–an Ecommerce CRM

Drip Ecommerce CRM enables brands to close the gap between what consumers want and what ecommerce delivers. Learn more about your customers, personalize deeper, grow faster, and make every experience more human with Drip.

14 Days
All-in-one Online Marketing Platform to Grow Your Business.

GetResponse is the world's easiest all-in-one online marketing platform, helping over 350,000+ small businesses, marketers and brands get better results online. Now also including landing pages, webinars and marketing automation.Enhance your marketing programs with integrated features from GetResponse.

30 Days

47. Blueconic

The World's Leading Customer Data Platform

BlueConic, the world’s leading customer data platform (CDP), liberates marketers’ first-party data from all the disparate systems in which it currently exists, and makes it available wherever and whenever it is required by the marketer. More than 200 consumer and B2B brands, including Hearst Newspapers, Moen, T-Mobile, ING, America’s Test Kitchen, and American Kennel Club, leverage BlueConic... read more

Free version

48. OpenEMM

Free e-mail marketing.

OpenEMM is an Open Source web-based enterprise application for e-mail and marketing automation. The tool enables you to create and send e-mail newsletter and service e-mails (like transaction e-mails and event or date triggered e-mails). Furthermore, you can of course control and organize your lead management.

Free version

49. Fixel

Smarter Segmentation.

Fixel is a fully automated segmentation software that uses highly advanced machine-learning algorithms to help users rank and segment their website audience as per the level of their engagement. This segmentation solution is designed to learn and understand how website visitors interact and behave with the user’s website and identify visitors that matter most. Once Fixel determines and catego... read more

30 Days
Contact Vendor

50. Opencrx

The Professional Enterprise Class Open Source CRM Solution

openCRX is an open CRM solution that meets the needs of organizations requiring multifunctional, enterprise-wide coordination of sales generation, sales fulfillment, marketing and service activities to customers, partners, suppliers or intermediaries.

Free version
Buyer’s Guide
Marketing Automation Buyer’s Guide

Most of the businesses consider marketing automation to be inevitable. The advanced functionality resulting due to AI and machine learning has encouraged the marketers to believe that automating marketing activities would provide quick and better results than manual processes can leverage. As per the State of Marketing Automation 2019 Survey Report, 75% of marketers use marketing automation tools. 

Selecting the best marketing automation software for a small business can not only add to its profitability, but also enhance its reputation. Regardless of being a first-time buyer or intending to change the existing marketing automation software, if you are wanting to enhance your marketing strategies and achieve successful results, this buyers' guide to marketing automation software is for you.

What is Marketing Automation?

Marketing automation is a smarter approach that helps sales and marketing personnel to automate the tasks like -

  • Creating, launching, and managing online marketing campaigns
  • Tracking and managing prospects, leads, and customers
  • Measuring marketing efforts to make informed decisions

Marketing automation can revolutionize your marketing by minimizing the use of resources and maximizing the returns on investment. It can streamline your campaigns, improve accountability within the team members, provide better customer experiences, and generate accurate reports. 

What are the Best Practices of Marketing Automation?

The 5 best practices of marketing automation include -

Knowing your buyers’ persona before implementing a marketing strategy is a must. Interviewing customers, conducting surveys, analyzing reports, etc., can give you the information about your buyers and help you in designing an effective marketing strategy.

Building a Workflow

Building a workflow while implementing a marketing strategy is important. All the team members should be on the same page and should have complete information about the process to be followed.

Capturing the Right Information

Capturing the right information from your visitors is important to approach them effectively. With the correct information on hand, you can analyze the buyers' persona, their journey, and create personalized content accordingly.

Create Solid Content

Content is something that is a driving force to capture the attention of your customers. The content you create and publish should establish an impressive reputation for your business in front of your buyers.

Leads Segmentation

Neither all the buyers are the same and nor are their requirements. Segmentation of the customers based on their persona, journey, geographical location, age, gender, etc., is important before approaching them with an effective marketing strategy.

What are the Key Components of Marketing Automation?

There are four major key components which can make marketing automation successful -

Listing/Segmentation - Listing and segmenting the audience based on their journey, requirements, geographical location, gender, and other factors.

Lead Scoring - Lead scoring is assigning value to the leads based on their possibility of converting.

Trigger - Trigger is a specified time or condition when a marketing campaign should be launched — for example, sending a discount coupon to the customer who is close to the purchase decision.

Action - Action is something that comes after trigger. For example, sending a welcome email immediately after the customer signs up.

How does marketing automation relate to the customer journey?

There are four stages of a customer journey - Introduction, Exploration, Purchase, and Retention. Marketing automation plays a major role in each stage of the customers’ journey. 


At this stage, your buyers are not looking forward to buying from you. They are just discovering the products or services being provided by a brand. To engage customers at this stage, you need to post content on social media or send emails consistently, so that they can consider contacting you when they require the products or services you are providing. A marketing automation software can assist you in scheduling and automating the process of engaging your customers at the awareness stage.


At this stage, your customers are exploring, evaluating, and comparing your products and services with the available options in the market. For example, if one of your prospects is exploring your products on your website, you can send them the discount code to grab the opportunity. Marketing automation software helps you in monitoring the activities of your customers and acting on it immediately.


At this stage, the customer is in the process of making the decision to purchase your products or services. Now, it becomes important to provide an excellent and seamless shopping experience to your customers, so that they give positive feedback about your business. Marketing automation software can help you in sending automated emails to the customers after purchase, approaching them in a meaningful way, and assisting them at each step of their purchase decision.


Retaining the current customers and acquiring new business out of them, is one of the biggest achievements of any business. Competition being so fierce, it is difficult to stop your customers from getting attracted to other products and services available in the market. A marketing automation software can help in upselling and reselling to maintain the loyalty of your customers, ultimately accelerating ROI of your organization.

What is Marketing Automation Software?

Marketing automation software is an all in one marketing platform that is developed with the aim to automate, streamline, monitor, and measure marketing activities and processes so that businesses can gain operational efficiency, achieve their sales goals, and expand exponentially.

Whether it is about sending marketing emails, prioritizing your customers, creating landing pages, or measuring the success of your different marketing programs, a marketing software can make your business processes and marketing efforts seamless ultimately resulting in improved productivity, reduced costs, and maximized conversions.

How Is Marketing Automation Software Different from CRM?

Marketing automation software is often confused with CRM. Many CRMs even have a marketing automation module, which makes marketers think about whether they should invest in marketing automation software or CRM. If you look into the features and capabilities of CRM, you would realize that CRM adds value to the sales department, but misses out on the requirements of the marketing department.

CRM is used to manage contacts and track opportunities. Marketing automation software is used for automating marketing programs, enhancing customer relationships, and measuring marketing efforts. This is the primary difference between both of them. 

Click to go through the buyer’s guide to CRM.

Let’s go through the capabilities of marketing automation software and how it can help your business.

What Does Marketing Automation Software Do?

Basically, marketing automation software includes inbuilt applications that are designed to optimize & streamline marketing tasks efficiently and effectively. It can help your employees to focus on strategic activities instead of monotonous activities, and eliminate human errors. Moreover, it helps in increasing customer engagement, grab more sales opportunities, and stay ahead of the competitors. Some of the key activities of marketing automation software include -

Lead Capturing, Tracking & Monitoring

The marketing automation software can capture the leads based on the visitors on your business website, track their information, monitor their activities, and perform marketing activities accordingly to achieve successful results.

Email Campaign Management

A successful email campaign management requires storing and accessing accurate customer information, consistency, and professional design. Marketing automation software  includes features that can help in sending professionally designed emails to the right people at the right time.   

Social Media Marketing

A marketing automation software can schedule your posts on various social media marketing platforms. Posting effective updates on social media platforms can help in better conversions and benefit the business consistently.

Resources Management

The task of managing resources in an optimum manner is highly significant to run a business with high profitability. The marketing automation software facilitates you to minimize your overheads and maximize ROI.

Landing Page Creation

A marketing automation software includes design templates that allow you to create appealing landing pages helping to attract new customers and retain the present ones.

A/B Testing

A/B testing helps in determining the user’s reaction over two different products or services. Marketing automation software can make the process of A/B testing easy and evaluate the results accurately.


No more juggling between different software and excel spreadsheets. Marketing automation software easily integrates with 3rd party tools like email, CRM, social media, to provide the user with everything from a single interface. 

Analytics & Reporting

A marketing automation software generates comprehensive and accurate reports which help businesses to make informed decisions and prepare successful marketing strategies for the future.

How Does a Marketing Automation Software Work?

The way marketing automation software works depends on the tasks to be accomplished. For example, if you are trying to run an email marketing campaign, the below-mentioned tasks can be sorted by using a marketing automation software.

Step 1 - Segmenting based on activities and buyers' journey.

Step 2 - Selecting the target audience.

Step 3 - Designing a professional email.

Step 4 - Feeding the email content.

Step 5 - Executing the campaign.

Step 6 - Measuring the open & click rate.

Step 7 - Shortlisting warm and hot leads.

Step 8 - Moving warm and hot leads to CRM.

Step 9 - Reengaging the leads and prospects.

What are the Types of Marketing Automation Software?

Based on Deployment

On-Premise Software is hosted on the server of the business organization. It requires specific hardware configuration and complex installation.

Software-as-a-Service is a web-based software that is hosted by a service provider and made available to the clients using multiple devices and platforms using the internet.

Based on License

Open-Source Marketing Automation Software provides free code that can be customized as per the business requirements. It is free to download and deploy.

Free Marketing Automation Software is free software that is available on the cloud or can be downloaded with the source code, which cannot be customized.

Paid Proprietary Marketing Automation Software can be used on cloud or can be downloaded after paying weekly/monthly/subscription or one-time charges.

How Did Marketing Automation Tools Come Into Use?

Marketing is the fuel of any business. Regardless of the type and size of the business, it requires marketing their products and services to survive and grow. At one point of time, due to increased consumer awareness, and their buying habits, marketing is required to get infused to technology to cope up with the rising competition in all the sectors. So, let's have a look at how marketing automation software came into use.

In earlier times, spreadsheets were used for storing the data of leads and potential clients and access it while contacting them through phone or email. It was in 1992 when Unica - a subset of CRM came into existence. The Internet was at its initial stage at that time. In 1999 Eloqua was introduced, which was transformed as a marketing automation service in 2003. Later on, in 2005-2008, new marketing automation tools like Hubspot, Marketo, Ontraport, etc., were introduced, which included email marketing automation, social media optimization, and many other marketing automation tools.

Upcoming Trends in Marketing Automation Software

Marketing automation software has evolved with time and is continuously growing due to a simple reason that businesses know the potential positive effects of marketing automation, which is adding up to their profits. So, here are the upcoming trends in marketing automation software, you must be aware of to pick the right one for your growing business.

Personalized Content

Personalized content helps in providing better customer experience, which ultimately leads to increased sales. People always appreciate recommended products based on their past purchases, or an email addressing their first name instead of a common term. Personalized context is definitely a driving force to business growth, and marketing automation software can help in deploying this strategy.  

Machine Learning

Once a user clicks a link or an ad, the behavioral data is consumed by Machine Learning systems, which can then be used in future marketing campaigns and while approaching the buyers during their entire journey. This would not only help in marketing effectively but also enable you to provide better customer experiences.

Artificial Intelligence

Artificial Intelligence (AI) would help in studying user behavior, engage the customers, encourage cross-selling, ensuring customer retention, and retargeting the customers in a highly effective manner. Artificial Intelligence can take marketing automation to the next level in an era when customers demand quick and personalized services.


Chatbots can make your business work 24/7. You don't need to be at your desk all the time to keep your customers happy. Chatbots would talk to your customers even if you are not around. It can capture entire information from the customers like their preferences, queries, etc., and help you to take quick action on it. Chatbots are already playing a very important role in customer service and marketing departments and would be highly used in the majority of the organizations very soon.

Customer Retention

In the coming future, the retention of the customers would be more important along with acquiring new customers due to the increasing competition and new products/services being introduced every day. With the right marketing automation platforms having the latest features, it would be easy for marketers to innovate and execute strategies that help in customer retention.

Benefits of Using a Marketing Automation Software

If you are considering marketing automation service for your business, it becomes significant to understand what to expect and benefits it can deliver before you start looking out for the options. So, here are some key benefits of using a marketing automation software -

Reduces Staffing Costs

A marketing automation software can set up marketing campaigns that can be automatically triggered based on certain criteria. Moreover, posting social media posts, and sending personalized emails can also be automated. In short, a single employee can do the job of 50 employees with the help of marketing automation tools, resulting in reduced staffing costs.

Increases Sales

Marketing automation platforms can automate the process of customer follow-ups, not letting you miss even a single opportunity. Moreover, it can help you in cross-sell and up-sell in an effective manner. Proper lead management and prioritization with the help of a marketing automation software, obviously would lead you towards increased sales and high revenue generation.

Saves Time

Most of the marketing automation platforms allow scheduling & posting social media posts for different platforms from a single interface. Though there may be different software for this task, it would be great if you have a single platform for tracking leads, posting social media posts, and triggering email marketing campaigns all from a single platform.

Improves Accountability

Using marketing automation tools means clearly defined processes and accurate reporting, which shows the performance of each team member. This makes everyone involved with sales and marketing responsible for their tasks and tries their level best to perform well and display their caliber.

Encourages Creativity

By using marketing automation software, you are replacing manual processes with automated processes. So, now your email campaigns, social media posts, lead nurturing, and many more marketing tasks are being managed using computerized rules. This frees up the time of your staff to focus on creative tasks that can enhance the productivity and efficiency in your organization.

Streamlines Processes

Implementing marketing automation solution allows you to visualize the entire customer journey and provides you the opportunity to streamline the processes accordingly. This helps in refine targeting and nurturing the leads, for example, automatically sending an email about the product information as soon as the customer completes the purchase on your online store. 

Improves Productivity

Your marketing automation software provides you the complete information about your team about who is doing what. You can manage your resources and assign tasks to people based on their skills and qualifications. This way, you can improve productivity and make the most out of the hours you have.

Augments Customer Retention

A marketing automation solution helps you in targeting your customers at all stages of the customer journey. Moreover, it also allows triggering marketing campaigns over multiple platforms. Updating present customers with the latest updates in your products would help you in augmenting customer retention and achieving higher returns.

Helps in Making Better Decisions

The reports generated by marketing automation platforms tell you about the success of your marketing efforts, target audience, returning customers, marketing expenses, returns. Precisely, it can provide important information that can help you in making better decisions that can be remunerative for your business in the long run.

Must-Have Features of a Marketing Automation Software

Marketing automation software is beneficial for improving the marketing and sales of your products and services. But, to select the right one which suits your business, it becomes essential to know the features to consider in a marketing automation solution as mentioned below -

Lead Management

Lead management would help you in identifying prospects, capture leads, track their journey across the sales funnel, personalize content, target potential customers, and ensure high conversions.

Email Marketing 

Email marketing automation would help you in scheduling email campaigns, send personalized emails, categorize email recipients, track email marketing strategy to reduce bounce rate, record communication, and analyze results like open & click rate.

Social Media Marketing

Marketing automation software can maintain your social media accounts, schedule your posts and updates, track the performance of your social media campaigns, respond to your customer queries, build targeted advertisements, and respond to your customer queries promptly.


The marketing automation solution you select should allow you to segment the leads and prospects, to select your target audience suiting to the marketing campaign. Triggering emails or sending messages without targeting the right audience can result in a fiasco wasting your valuable time and money.

Analytics and Reporting

To make informed decisions, you need to pick the marketing automation tool that allows you to collect and analyze comprehensive data, generate customized reports as per your business logic, monitor campaigns, measure performance, and ROI.

How to Choose the Right Marketing Automation Software for your Business?

In addition to the features to be considered while selecting a marketing automation software, below are some factors that you need to consider before you decide to invest in one -

Costs - In many cases, the marketing automation software vendors may charge some hidden costs, extra fees to deploy, or future maintenance costs. You need to check the exact cost of the marketing automation tools and decide whether it suits your budget or not before selecting one.

Limitations - Many marketing automation platforms have limitations in terms of features, email recipients, social media platforms, or it is not scalable as per your requirements. You need to check the limitations of the marketing automation tools before you purchase it.

Mobile-Friendly - In this era, when everything is done using mobile, starting from buying groceries to booking flight tickets, it would be difficult if you are not able to manage your business marketing on the go. So, you need to ensure that the marketing automation solution you choose is mobile-friendly.

Integration - Before you purchase a marketing automation software, you need to analyze whether you require it to integrate with the other tools you are currently using for your business for updating social media posts, email campaigns, maintaining customer database, etc.

User-Friendliness - If your employees and team members don’t use the marketing automation software you have purchased, then that investment would be a waste. Ensure that the marketing automation tool you buy is user-friendly so that your staff adopts it easily and makes the optimum use of it. 

Support - The marketing automation solution provider should be offering prompt support so that you can easily resolve problems if stuck in the middle of a task due to a technical issue.

Reviews - Check the reviews of the users who are already using the marketing automation software you are about to buy to select the best one.

Average Cost of a Marketing Automation Software

The price of a marketing automation software varies depending on the features it offers, the number of users it allows, and other scalability factors. The cost of marketing automation platforms can be as low as $9/month to $1250/month. For example, you can use ActiveTrail, which costs $9/month or Pardot, which costs $1250/month depending on the features you require, and the number of users would be using it.

If you are looking for a marketing automation software for small business, you can go for eSputnik, which costs only $1.99 one time charge. You don't require to pay every month to keep on using it. The features in this tool specially used for marketing automation for small companies might be limited, but if your budget is a constraint, this option can suit you.

Also, there are free and open source marketing automation platforms available like Mautic or OpenEMM, which you can also customize as per your business requirements. You can view the list of the top 7 free and open source marketing automation software here.

If you are looking for advanced features in your marketing automation solution which a cheap or free software cannot provide, we would suggest you to go for the marketing automation tools that offer free trial like AutoKlose, LeadMi, LeadGen, and many other mentioned in the complete list of marketing automation software intricately curated by the GoodFirms’ Team.

When Is The Right Time To Invest In Marketing Automation Software?

Before investing in a marketing automation software, you need to conduct a self-assessment test within your organization and get answers to the below-mentioned questions.

  • Do you have more leads than your business can handle?
  • Do you have more leads but a low conversion rate?
  • Do you want to generate more leads?
  • Do you want to implement a highly effective marketing strategy?

If the answers to all the above questions is yes, then this is the right time to invest in marketing automation software for your business.

How to Ensure Successful Implementation of Marketing Automation Software?

Buying the best marketing automation software is significant, but implementing it in the right manner is still more important. Failing to implement the marketing automation tool correctly can be disastrous for a business in terms of finance, productivity, and overall reputation. So, here are some vital points you need to consider to ensure the successful implementation of marketing automation software.

Define your goals

You need to know exactly what your organization is wanting to achieve by implementing marketing automation software. Most organizations hope to grow revenue, but there may be other reasons like improving customer experience, streamlining the buying process, analyzing buyers' journeys, and many more.

Ensure Compatibility With Marketing Strategy

Having the best marketing automation software, but a poor marketing strategy can never yield the expected results. Marketing automation software can only automate the process; it cannot guarantee success if teamed with an ineffective marketing strategy.

Drive for Excellent Content Strategy

Content plays an important role in conversions. Make sure that you get fresh & crisp content posted for marketing your products and services. The quality, volume, and frequency of the content you post online can help you in the marketing automation process highly effective.

Provide Training to your Staff

Introducing a new marketing automation system in the organization would not be enough. You need to train your staff and ensure that they use it. Tell them the benefits and motivate them by showing the successful results achieved by using the marketing automation software.

Why Does Marketing Automation Fail?

The below quote by Bill Gates would clearly define why marketing automation fails for many companies;

“The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency.”

Besides that, there are 6 common reasons due to which marketing automation fails -

  • Lacking human efforts
  • Misinterpretation of buyers’ journey
  • Implementing the same marketing strategy for different buyers
  • Blasting emails at the wrong time
  • Not publishing impressive content
  • Posting updates or sending messages at the wrong time
Why Referring to GoodFirms’ List of Marketing Automation Solutions Can Help?

Picking the best marketing automation software can be overwhelming when there are a plethora of them available in the market. There might be several questions coming into your mind while selecting one; after all, it is about investing your valuable time and money both. We would recommend you to go through the list of the best marketing automation software listed by the GoodFirms' team, as it includes the reviews of the users and detailed description of each one of them, which can help you in selecting the right one for your business.

Why GoodFirms?

  • GoodFirms team follows a highly intricate research process and has been successful in providing the listing of around 9000 software being used in different business sectors.
  • The list of software curated by GoodFirms team can make your selection process easy, as it includes unbiased reviews of the users who are already using these tools.
  • The in-depth research conducted by GoodFirms has proven to be highly reliable and has won the trust of renowned companies and software vendors, as it is based on the latest technologies trends prevailing in the current market. 
Key Take-aways

The use of the word "automation" means to set it and forget it. But, in the case of marketing automation, we need to manage changes on an ongoing basis constantly. Several disruptions are going on externally in the market and internally in the organization. We need to continually review the rules, processes, and strategies we have implemented along with the marketing automation software. Also, we need to ensure that sales and marketing departments are aligned and on the same page. The perfect combination of the best marketing automation software with perfect marketing planning and strategies can result in the consistent growth of a business.

So, if you are not using a marketing automation software, or looking forward to going for an advanced one, you need to act now, as we are in an era that requires our business to be sound in terms of technology, and strategy both to compete and stay ahead of the time.