According to Salesforce’s State of Marketing Report, 67% of marketing leaders already use at least one marketing automation platform, and a further 21% plan to start using one.
So let’s look at the top 11 marketing automation tools in 2021.
What is a Marketing Automation Tool?
A marketing automation tool allows marketers to automate marketing activities that contribute to greater marketing campaign efficiency and effectiveness. These tools are used for automating repetitive tasks such as email marketing, social scheduling, ad campaigns, reports and analysis, and data management.
While automation is the primary function, the software also provides other features, such as CRM, website design, integration, and marketing intelligence.
Common Marketing Automation Features
1. Email marketing
Email is one of digital communication’s oldest forms, yet it remains paramount. While consumers have become slightly frustrated against email marketing due to the experience of marketers and continued media harassment, email remains one of the most effective means of communicating with your clients. This makes it an excellent marketing automation starting point.
2. Lead Management
Lead management is one feature offered by some of the best software tools for marketing automation. It helps businesses monitor, classify, and connect with leads so that they can be transformed from a prospect to a paying customer.
3. Social Automation
Some autonomous applications like Hootsuite and Buffer are social media’s best friends. Scheduling premeditated posts for all social platforms makes life easier for a social media manager. Marketing automation software often features social analytics tools that enable you to monitor your audience posts across social platforms and share your content.
4. Analytics and Reporting
Having in-depth analytics is the most significant advantage of automating marketing efforts. Most marketing automation tools look like business intelligence software with dashboards that depict a company’s most valuable marketing KPIs with easy-to-understand visualizations.
5. SEO, paid media, and digital advertising
These three features are found everywhere and for everyone. SEO paid media, and digital advertising features help marketers execute their paid campaigns from a centrally controlled marketing tool. This is where many other marketing campaigns live. SMBs may find that managing these campaigns is overwhelming, but it gets easier and easier to unify all the data into a single analytical interface.
6. Integration with eCommerce platforms
eCommerce marketing automation software must integrate with multiple shopping platforms to perform all its functions. Without that, it is impossible to access the data about online store orders, products, and customers.
Integration makes it possible for marketing solutions to send emails to the customers of e-stores featuring new items, discounts, special offers and manage the abandoned cart data.
The easiest way to develop the integration between any marketing automation software and multiple eCommerce platforms, like Magento, Shopify, etc., is to use a unified API by API2Cart.
Top 10 Marketing Automation Software Tools in 2021
You learned the features, now let’s finally dig into the CRMs that provide these features.
HubSpot is recognized in the world of SaaS for all its resources, including live chat, marketing, services, and sales Hubs. Its automation software is one of its most successful features.
When comparing HubSpot to other CRMs on this list, the unique feature is the extremely easy-to-use and straightforward visual editor of workflows.
HubSpot’s key features:
- No coding needed
- Easily integrates with HubSpot’s CRM
- Visual editor to personalize your email campaigns
- Automation of emails, messages, lead scores, webhooks, etc.
ActiveCampaign is an integrated email marketing, marketing automation, and CRM for small businesses.
ActiveCampaign’s main strength is its efficient and versatile integration of marketing automation. This is one of the broadest options on the market.
It is not suitable for beginners or those with no technical skills. Learning requires a little bit more time and energy.
ActiveCampaigns key features:
- The site, event, and goal tracking
- Powerful attribution tools to track conversions
- Professional test split test
- Drag and drop automation map
Prospect.io is an outstanding automated marketing tool mainly used by businesses to work on sales activities and lead generation. If you’re working on lead generation or any other kind of marketing outreach, then you need Prospect.io.
Prospect.io key features:
- Create automation emails and automated email campaigns
- Find and verify email addresses
- Integration with Slack, Zapier, and other CRMs
Ontraport is an enterprise automation platform. Ontraport’s most valuable offerings are its focus on reporting and insights. While some tools can be a black box, Ontraport looks at your campaign performance.
Ontraport’s key features:
- Integrate with other Ontraport marketing tools
- Have pre-built templates for quick content generation
- Create sophisticated funnels and goals for your campaigns
InfusionSoft has helped thousands of marketers deliver leads, revenues, and customer acquisition targets for a while.
Depending on which lead magnet someone is signing up for, how many emails they open and click, or other contact property data, you can set up a reasonably complex tree structure.
InfusionSoft’s key features:
- Drag and drop campaign builder
- A plethora of other tools that connected with marketing automation
- Multimedia marketing management
Autopilot is one of the marketing automation systems with the most potent visual appeal. Its visual editor is clear, user-friendly, and honestly fun to use.
Its system is usually used for more complex messaging and targeting, but a simple autoresponder can also be developed based on a time sequence.
Autopilot’s key features:
- Outcome wheel
- Excellent collaborative features such as annotation and Slack/email sharing
- Well-designed templates
For long enough, Marketo was recently purchased by Adobe and integrated into a marketing platform.
If you use Adobe Analytics for data measurement and Adobe Target for experiments and customization, you will have powerful automation and optimization set for startup marketing.
Marketo’s key features:
- A powerful collection of tools
- It works better if you’re already using other Adobe tools such as Target
- B2B marketing & lead management
SendInBlue began as a digital company but ended up building a powerful email marketing tool that changed over time into a well-known marketing automation software.
They have advanced capabilities like reporting and scoring leads. In addition, SendinBlue offers a relatively impressive free plan that includes basic marketing automation features, phone support, and up to 300 emails per day.
Sendinblue’s key features:
- Adapts to your level of technical savvy
- A/B testing built-in
- Connects easily with other Sendinblue products
GetResponse is a platform for marketing automation with several different layers and functions. They are cost-conscious and start at around $10 per month, but they have powerful features in their more expensive plans.
GetResponse is easy to use, and you can usually get good results from the tool, although the more specific features, such as email updates, work better. Working with the platform will become more difficult if you incorporate complicated conditional logic.
GetResponse’s key features:
- Drag and drop blocks
- Automation templates
- Cart abandonment emails
Omnisend is one of the most common automation platforms in eCommerce marketing. It takes advantage of different marketing channels to create a perfect omnichannel strategy for your company.
In addition, it is a powerful method that can be used for end-to-end activities such as collecting email addresses and contact details, sending emails, A / B testing, and more. In addition, it helps you with holistic data management and offers in-depth reports so you can gain insights into the marketing strategy for practice.
Omnisend’s key features:
- Flexible Content Editor
- Extensive Integrations
- Campaign Booster
- Dynamic Forms
EngageBay is an all-in-one marketing automation tool with an integrated CRM hub or ‘bay.’ It caters to startups and small businesses. EngageBay’s most vital point is how easy it is to use for first-time small business owners and young entrepreneurs with no tech skills.
The software makes marketing automation easy as eating pie and offers a wide range of customizable automation tools. This is also the most affordable all-in-one marketing automation platform in the market, with a free trial that lasts forever.
EngageBay key features:
- Email automation, email analytics, email A/B testing
- Social media monitoring with live reports
- Built-in Landing Page & Popup Forms builder
- Drag-and-drop automation designer
Marketing automation tools and database marketing can help your marketing efforts become personalized and generate more leads and revenue.
So, choose the best CRM with marketing automation tools that work best for your business. Migrate with Trujay’s Free Sample Migration Wizard. It’s easy and requires no technical skills. There are a lot of customers that are satisfied with the results. Or, you can check Trujay’s other services.