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The 15 best marketing automation software and tools

The 15 best marketing automation software and tools

    Thanks to marketing automation software, any business wishing to improve its online sales cycle can do so without difficulty.

    These tools are useful, especially for setting up pre-designed and automated campaigns based on user behaviour.

    We have tested and selected the best current marketing software on the market just for you.


What is marketing automation?

    Marketing automation is defined as a solution allowing companies to better target their customers online. This is a practical technique aimed at studying user behaviour and setting up effective campaigns to gain a better return on investment.

    Concretely, marketing automation is used to automate certain tasks, namely sending emails or contact segmentation. This allows both to take care of future customers and to focus more on important issues.

    To do this, marketing automation software is based on sets of instructions. These can be defined according to the needs of the company and are modifiable at any time. In other words, the settings evolve with the demands of prospects and customers.

best marketing automation software and tools
best marketing automation software and tools

1. SendinBlue

    Sendinblue is a marketing automation tool designed to help businesses constantly create and develop new relationships. This goal is generally achieved through email campaigns. Other interesting features are also taken into account by the software, namely the automatic collection of relevant information.

    Advantages: In marketing automation, workflows or scenarios are essential. This is an effective technique that allows you to know the behaviour of visitors. With SendinBlue, you will be able to customize workflows or use the models offered by the tool. Either, these will come in handy for improving the user experience. SendiBlue lets you know when to send emails. This ability will come in handy for better targeting your customers and ensuring they read your messages.

    This is an effective way to convert your prospects.
Disadvantages: SendinBlue has some limits in terms of handling. This tool also offers few elements of content, which can be relatively inconvenient in terms of creations.

2. ActiveTrail

ActiveTrail is both a marketing automation and emailing tool. Thanks to its versatility and ease of use, today it is essential software.

Benefits:  ActiveTrail is a powerful marketing automation platform and provides everything marketers need to create an email campaign. There are many advanced features such as the creation of landing pages, the possibility of doing A / B tests, the dynamic segmentation of your lists or the autoresponder. Also, you can set up automatic action triggers, called marketing triggers. Thus, depending on the behaviour of a customer during a campaign, a series of actions will be triggered according to the clicked link.

    Cons: ActiveTrail has fewer templates compared to other similar services.

3. HubSpot

HubSpot gives marketers all the features they need to create great content. This is a tool programmed to help them target the right audience so that they can sell more easily and improve their customer relationship.

Pros: The biggest advantage of HubSpot is certainly the fact that it is comprehensive. This solution notably integrates a marketing system designed to closely monitor all parts of the sales funnel in real-time. This is a must-have feature for successfully converting prospects into customers and maximizing sales. HubSpot is the ideal solution to close the most deals, which will significantly increase your revenue.

    This can be done, among other things, by the possibility of personalizing the outreach. Note that you can also automate it to better communicate with prospects.

Cons: HubSpot offers very frequent updates. However, this can cause various service interruptions and negatively impact both internal and external communications.

4. GetResponse

    GetResponse is an all-in-one marketing platform that besides email marketing offers advanced landing pages, CRM and automation. It offers competitive pricing for many advanced features, such as A / B testing, full design testing, and video email marketing.

    Benefits: GetResponse's advanced automation features allow marketers to get more personalized emails to their inbox by segmenting their audience based on triggers or conditions they set, such as sales or even the location. The landing page builder uses drag and drop and part of the funnel, a new feature that supports traffic generation and can even act as an online store, including payment processing. Overall, this “all in one” marketing has a user-friendly interface and is definitely worth a try.

    Cons: If you're looking for a free plan, GetResponse doesn't offer a free plan. However, there is a 30-day free trial for all of its features.

5. LeadFox

    LeadFox represents an all-in-one solution, allowing you in particular to analyze the needs of your visitors and to carry out regular monitoring.

    Advantages: The handling of this device is one of its many advantages. Indeed, this is a particularly simple solution. This is explained, among other things, by its interface. In addition, this tool offers relevant documentation, allowing you to use the full potential of the latter. In addition, there is a technical support person, ideal for better understanding how the software works. In short, a few minutes are enough to use LeadFox correctly. LeadFox is also interesting for its performance. This can be explained in particular by its various functionalities and the speed of execution of the latter. Thanks to this software, you will be able to quickly deploy effective campaigns. It will also be useful for you to achieve your goals in no time.

    Cons: Some features are not developed to their full potential, which may slightly impact expected results. However, they are still useful.

6. ActiveCampaign

    ActiveCampaign is the ideal solution to create an exceptional customer experience. This platform is programmed to allow you to closely follow your activity. That is, all the processes necessary to convert a prospect into a loyal customer.

    Benefits: ActiveCampaign allows you to perform concrete and reliable A / B tests. In particular, you will find it useful to compare different emails and find out who can attract your visitors the most. You will also be able to make calls to action. That is to say, put in place effective means that will elicit responses from prospects. 

    ActiveCampaign is also interesting for its ergonomics. Indeed, thanks to simple and easy to understand demonstrations, you will be able very quickly to devote yourself to your activities. This handling is optimized by an intuitive and fluid interface. Whether it's for sending emails, reading dashboards or just creating a campaign, ActiveCampaign is still a great tool.

    Cons: The software is not available in all languages, which can make it more difficult for some marketers to use.

7. Autopilot

    Autopilot is a simple and practical tool. This device will be particularly useful for automating certain repetitive tasks such as making appointments. This solution also supports the creation of prospect journeys so that they can quickly become customers.

    Benefits: To ensure you are using an efficient tool at all times, Autopilot offers an automatic update. This will allow you to benefit from near-efficient functionalities, regardless of the evolution of your activity. To help you take advantage of the tool's full potential, Autopilot promises excellent handling. Indeed, this device is one of the easiest models to use on the market. It works like a table, among other things, where you just have to drag and drop. In short, it's simple enough that you can run all the campaigns you need to grow your business.

    Cons: Autopilot does not allow adding labels to contacts. The tool does not offer an integrated CRM either.

8. Fun

    Prezi is the ideal software for marketers looking for a B2B marketing automation tool. This solution mainly aims to help them succeed in their inbound marketing strategy and then automate them to make them more efficient.

    Advantages: In addition to its excellent handling, Plezi offers very interesting support. This serves as a guide in each of your achievements by showing you the steps to follow to achieve your goals. Prezi has the necessary capabilities to track the activity of each of your contacts. This will allow you to identify their interests and offer them what they need.

9. Webmecanik

    Webmecanik is software designed to help you optimize your business relationships. This is an interesting solution, especially for 
its simplicity and flexibility.

    Advantages:  Since the needs and modes of operation differ from one company to another, Webmecanik allows you to adapt the tool according to your preferences. This possibility will be useful for you to use the device so that it can help you easily achieve your goals. Thanks to Webmecanik, you will be able to automate most of your tasks. To do this, you can use intuitive support and support at all times. This will allow you to put in place an effective strategy and carry out your e-commerce activity.

    Disadvantages:  The functionalities offered by Webmecanik are not the best on the market, especially in terms of reporting.

10. Marketo

    Marketo is an Adobe subsidiary company, established in 2006, which focuses on a range of services such as lead generation, email marketing, consumer marketing, customer-based marketing, mobile marketing and, of course, the automation included in the service. This platform can be very useful if you are running a small or medium business.

    Pros: Marketo has a lead scoring feature and can help you as a marketer focus on the leads that are going to convert quickly and create a better customer experience with personalized content on automation...

    Cons: Marketo offers advanced features that are often underestimated due to the design of its interface. Unlike many marketing automation tools I've reviewed on this page, Marketo's interface is still too rigid.

11. For sale

Pardot is a Salesforce-owned marketing automation tool that focuses on the B2B marketplace with the promise of helping more businesses create meaningful connections, generate more pipelines, and empower sales teams to close more deals. business.

    Benefit: Overall, Pardot is a very powerful marketing automation tool, whether you are running a small or medium business or a large business. Not only does it offer design simplicity on their interface that makes the platform easy to use, but any solutions they offer on the platform could impact your business. Tracking their customers' activities can help you personalize your messages to get better engagement from your prospects.

    Disadvantage: This platform is not for you who are looking for a free subscription. Due to the advanced automation features and their CRM integration, the platform is quite expensive compared to other automation tools.

12. Moosend

Moosend is a UK-based all-in-one marketing tool that focuses on growing businesses whether you are a beginner or a pro. Its user-friendly design makes the platform easy to use with the drag-and-drop feature that allows you to do everything to design the landing page or the marketing email itself.

    Pros: One of Moosend's strengths is its customer service and support which is available by phone, emails and live chat at no additional cost, regardless of the level of support. Moosend also offers an automated workflow with built-in automation models that you can choose and design according to your preferences.

    Cons: Moosend offers a landing page function but I think this function needs to be improved because the forms are quite basic. If you are a large business or just someone who relies on landing pages to generate leads to send more personalized emails, you can use another platform that has advanced landing page features.

13. Drip

Drip is an automation marketing tool specializing in e-commerce. If you run a small or large online store, you may need to consider checking out Drip's features. This platform, created in 2013, offers marketing automation solutions using your store's data to create personalized marketing experiences for better and greater engagement.

    Pros: Drip is really focused on e-commerce platforms and integrates with many solutions like Shopify, WooCommerce, Magento and many more. The platform is also user-friendly and very easy to use.

    Cons: Technical support is not always available 24/7 to answer your questions. There is a day when it will be easy to connect with their support, but there is also a day when you will have to wait a little longer. Drip irrigation absolutely needs to be improved in this area.

14. ConvertKit

    convert is a new player in the marketing automation platform that could benefit small and medium businesses and bloggers (or YouTubers and podcasts, in some cases). This user-friendly platform is easy to use and offers a variety of solutions to engage with the audience and start converting.

    Pros: Their easy-to-use platform played a big part in the benefits aspect as their homepage is easily done by simple drag and drop which doesn't require any technical coding knowledge. Their support team is also responsive and available to answer your questions and resolve issues.

    Cons: ConvertKit doesn't have template options for visual design, they only have 3 templates and all of them are text-based templates. Although they offer a free plan forever (but of course the functionality will be limited), their pricing plan is quite expensive compared to GetResponse or ActiveCampaign which offers advanced “more” features and is cheaper.

15. Omnisend

    Much like Drip, Omnisend is an all-in-one marketing tool that focuses on e-commerce. This UK-based platform established in 2014 offers solutions such as email marketing, A / B testing and of course marketing automation tools.

    Pros: They offer a free plan which allows you to send 2000 emails per day and also allows you to put an unlimited number of contacts on their platform at no additional cost or having to subscribe to their paid plan. The design is easy to use, so you can also easily set up the conditions that triggered the sending of emails to their platform for automation.

    Cons: If you are subscribed to a free plan and are looking for free plan options forever, it can be quite difficult as the platform will ask you to upgrade after 14 days of a free trial.

16. Explorer

The local marketing software to Explorer is the first digital marketing automation platform including all the world, specifically designed to help you manage local marketing campaigns. Explorer combines the power of several individual software tools into one system.

    With this marketing software, you can create and manage your local marketing campaigns in a more professional way on Google, Bing and Facebook, as well as manage your social media platforms and reports, all in one platform!

    Explorer will help your agency work smarter, faster, and more accurately. They help your salespeople sell, your research analysts to analyze, and your managers to manage.
Whether you are a multi-site business, a marketing agency, or a manufacturer, this marketing software platform will help you grow. ”

    Whether you are a multi-site business, a marketing agency, or a manufacturer, this marketing software platform will help you grow.

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