August 24, 2020

11 of the Best Marketing Automation Platforms

Reading time about 11 min

Marketing automation platforms offer tools that help grow your business and improve customer experience. This list details some of the best marketing automation software around to help you decide which one is right for you.

Let’s talk about marketing for a minute. Without a marketing strategy in place, you’ll find it difficult to reach new customers and build brand visibility. 

But where do you even start? 

Marketing brings together so many different elements that it’s hard to know where to begin.

This is where a marketing automation platform can help. These powerful pieces of software guide you through setting up strategies that convert and help you put everything in place to get the results you want.

The Best Marketing Automation Platforms to Boost Your Results

1. Sendinblue

Screenshot of Sendinblue automation platform

Sendinblue’s marketing automation software provides a toolbox of everything you need to create powerful and engaging campaigns. The features let you optimize the customer journey from start to finish, using deep insights into customer behavior to track performance and tweak your campaign. 

The intuitive suite of capabilities creates an enjoyable customer experience, from lead qualification to nurturing and post-sale support. The Sendinblue Tracker lets you track visitors exploring your website and add them to marketing workflows based on their onsite behavior. 

You can also create automated workflows geared towards different audience segments, for personalized messages that will resonate with your customers.

The visual drag and drop workflow editor gives you an overview of the journey your customers will go on. You can then easily edit this based on real-time insights and analytics.

Price: Sendinblue’s free plan lets you send up to 300 emails a day and use Marketing Automation for 2,000 contacts. Unlimited Marketing Automation with the Premium plan starts at $65 per month.

2. HubSpot

Screenshot of HubSpot marketing automation platform

HubSpot’s marketing automation platform is geared towards helping you generate leads and convert more customers. The features in place provide strategic guidance for creating an all-round marketing plan that suits your business and its buyers. 

Design beautiful landing pages optimized for conversions with the drag and drop editor and publish blog posts quickly and effectively with in-built blogging tools. Advanced insights mean you can track activity on your website to better understand visitor behavior and trigger automations.

Elsewhere, you can get real-time SEO suggestions to help boost your search engine rankings, while the Conversations feature enables you to manage customer communications from different messaging channels all in one place.

For more information on HubSpot’s offer check out our detailed comparison of HubSpot vs. Sendinblue.

Price: prices start at $50 per month for the Starter plan or $800 per month for full automation features on the Professional plan. Both include 1,000 contacts.

3. ActiveCampaign

Screenshot of ActiveCampaign marketing automation tool

ActiveCampaign allows you to map out the customer experience from start to finish. It provides tools for robust email marketing campaigns, automation features to put your strategy on autopilot, and a CRM system to help you manage and organize your contacts. 

The platform has a series of features to help with each stage of the customer journey, from the initial reach and engage phase right through to post-purchase care. 

It includes premade subscription forms and landing pages optimized for conversions, segmentation to customize the buyer experience, and split testing capabilities to see which strategies resonate best with your audience.

Price: prices start at $15 per month for up to 500 contacts on the basic plan.

4. Omnisend

Omnisend example marketing automation workflow

Omnisend combines powerful email marketing capabilities with SMS marketing and other channels. The key is in the name – it specializes in creating a slick strategy that spans multiple channels all from one central dashboard. 

The features are specifically tailored towards ecommerce brands that are looking to scale while maintaining and nurturing their customer relationships. 

You can integrate several different channels into your workflow, create branded emails from premade templates, and tap into automation features that let you run campaigns on autopilot. 

Price: there is a free plan for email marketing, but use of the automation features starts at $16 per month for up to 500 contacts.

5. Klaviyo

Screenshot of Klaviyo marketing automation tool

Klaviyo is a tool that’s been created for ecommerce brands that want to up engagement levels and enhance the customer experience. It predominantly combines email and SMS marketing services in an effort to build loyal relationships.

The software integrates with major ecommerce platforms as well as Facebook advertisements. There are also prebuilt signup forms to help you grow your email lists and collect customer information for personalization.

Powerful automation capabilities mean you can create complex workflows, with the ability to A/B test. The platform’s greatest benefit is its personalization features, which allow you to create unique transactional emails and campaigns that keep customers happy.

 Pricing: there is a free plan for up to 250 contacts. After that, prices start at $20 per month.

6. Marketo

Screenshot of Marketo marketing platform

Marketo is known as a lead management tool, but it covers pretty much every part of marketing. This includes powerful email marketing capabilities, as well as mobile and account-based marketing tools.

The software is hot on personalization. You can customize content, messaging, and branding to align with your customers’ wants and needs, all from one central place. There are also insightful analytics to measure every moment in the customer journey.

Price: there are various packages available that include different features. Prices are based on database size but you have to contact the sales team to get a quote.

7. Autopilot

Autopilot marketing automation tool

Marketing automation can feel very overwhelming, but Autopilot makes it easy by turning it into a visual activity. 

You can streamline your marketing processes from start to finish with a range of intuitive features. Generate leads with signup forms, nurture them with automated workflows, and personalize subscriber experiences with segmentation and trigger-based sequences. 

On top of this, Autopilot allows you to automate repetitive marketing tasks, like assigning leads, booking in appointments and demos, and following up with customers.

The software offers a multi-channel solution with email and SMS marketing, in-app messages, and direct mail postcards.

Price: prices start at $49 per month for up to 2,000 contacts.

8. Pardot

Screenshot of Pardot marketing automation platform

Pardot is Salesforce’s marketing automation platform. Primarily aimed at B2B companies, it streamlines the sales process from start to finish.

Features include a landing page builder and smart forms for high-quality lead generation, as well as email marketing capabilities that let you segment subscribers and create automated, trigger-based campaigns.

The analytics track every activity, providing you with real-time insights into what is and isn’t performing. This helps keep your strategy fluid as you can continuously tweak it to improve results.

Price: Pardot is predominantly for enterprise-level businesses and the pricing packages reflect this. The cheapest plan starts at $1,250 per month for up to 10,000 contacts.

9. Act-On

Screenshot of Act-On marketing tool

Act-On is an automated growth platform that helps businesses attract new leads and turn them into customers. It offers a range of features that automate each step of the marketing process and provides detailed analytics.

Key features include premade web and landing pages set up for conversions and smart forms for organizing and tracking leads, while automated lead scoring helps you identify the most qualified leads and tailor your messaging.

There are also a number of powerful email marketing capabilities like segmentation, automated sequences, and a visual editor to help you keep messaging and information on brand while building connections with your customers.

Price: like Pardot, Act-On is predominantly geared towards enterprise-level, with the cheapest package starting at $900 per month for up to 5,000 contacts.

10. Keap

Screenshot of Keap marketing automation tool

Keap is a combined CRM, sales, and marketing tool that provides powerful automation features to streamline your marketing efforts. The emphasis is on creating an enjoyable customer experience and building a solid relationship with your buyers.

The features reflect this, with personalized messages that are automatically sent to each new lead and automated reminders, emails, and text messages. An activity stream keeps you updated on where each lead is in the sales cycle and a central dashboard stores all customer interactions.

There is a drag and drop marketing strategy editor to visualize the customer journey, and you can pull in different activities like social campaigns, email nurture sequences, and landing pages.

Price: there is a basic plan starting at $79 per month, but for automation features you’ll need the Pro plan, starting at $149 per month. Both include 500 contacts.

11. Eloqua

Eloqua marketing automation software

Eloqua is a marketing automation tool from Oracle that allows you to create engaging marketing campaigns for every step of the customer journey.

The platform combines capabilities for creating both online and offline materials, bringing them together to build personalized and optimized multichannel campaigns. 

It offers an intuitive way to qualify and manage leads and powerful targeting and segmentation features. You can also create dynamic campaigns that adapt the customer experience based on their activity in real time.


Price: Eloqua is geared towards enterprise-level companies and the prices reflect that. The cheapest package starts at $2,000 per month. 

Choosing the Right Marketing Automation Platform

Marketing is a key part of building and growing your business. It helps you get your products and services in front of new audiences and increases brand visibility and trust. 

Using marketing automation software to create multichannel campaigns is a seamless way to bring together all the moving parts. The tools in this list all have powerful capabilities to help you build out customer journeys from start to finish, from reaching qualified leads to nurturing them through to the sale. 

All of this is done on autopilot, giving you the space and time you need to focus on other parts of your business. 

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