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Marketing Automation Software

Marketing Automation software equips users with tools for planning, coordinating, and measuring marketing activities. It includes email campaigns, social media postings, lead scoring, and removes the need for users to carry out repetitive tasks.

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Salesforce B2B marketing automation for marketing & sales

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Use Salesforce Pardot to automate marketing activities - send triggered emails, generate landing pages & forms, segment customers, manage leads, and more.

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User Retention Platform for High-Growth Mobile Apps

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Automate your marketing efforts based on centralized customer data to enrich your customer experience. Leverage pivots, journeys, RFM to understand, onboard, re-engage and retain users efficiently.

Read more about CleverTap



Manage your projects from start to finish with Wrike

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Wrike is a marketing automation software used by 20,000+ companies worldwide. Features customized reports and request forms, visual proofing, resource management, interactive Gantt charts, Kanban boards, time tracking, and workload overviews. Wrike also includes automation with 400+ integrations.

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Lead generation and buyer intent data for B2B organizations

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ZoomInfo powered by DiscoverOrg is a cloud-based lead generation platform for B2B organizations. It uses buyer intent data to help sales and marketing teams prioritize prospects. Intent insights are provided for online research activities, organizational changes, funding announcements, and more.

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Automation, Marketing & Transactional Email, and SMS Service

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SendinBlue makes it easy to automate email & SMS campaigns based on your customer's behavior & interests. Automate to create a truly personal customer journey!

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Affordable marketing automation for all business sizes

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With SharpSpring’s marketing automation features, you can automatically trigger content based on user behavior, instantly customizing each lead’s experience.

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Growth marketing automation platform

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Act-On is a marketing automation platform that delivers innovation to empower marketers to do the best work of their careers.

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Cloud-based marketing automation solution

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Integrated Marketing Portal (IMP) is a marketing solution built to serve large companies in various industries such as agriculture, energy, manufacturing, non-profit, telecommunications, accounting, education, insurance & retail with tools like emails, landing pages, signage, analytics, & more

Read more about IMPGO



PushAd is a SaaS marketing automation tool supporting ROI.

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You can engage users whenever you want instead of waiting for them to notice your ad. You keep access to your website's visitors even when they have left it.

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Mobile Text Alerts


#1 SMS Marketing Service for Businesses

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Mobile Text Alerts helps businesses grow their sales through SMS marketing. Our online dashboard and mobile app allows users to send and receive mass text messages, manage subscribers, segment lists, engage in 2-way conversations, connect integrations and interact with messaging analytics.

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On-Demand digital marketing and campaign management solution

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Address products to the right audience by creating and analyzing targeted marketing campaigns with Maropost, an interactive marketing & campaign management tool

Read more about Maropost



An all-in-one CRM, sales and marketing automation software

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Use Keap to design, automate & track marketing campaigns. Build campaign workflows, landing pages, web forms & emails, & track website & email activity

Read more about Keap



Marketing automation for smart ecommerce marketers

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Omnisend is an omnichannel marketing automation platform tailored for ecommerce. Beautiful email campaigns, sleek automation, advanced segmentation and personalization, variety of interactive forms and Omnichannel marketing feature to combine several channels into the same automation workflow.

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Kartra, the all-in-one business platform

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Kartra lets you turn on a host of automations based on your recipients' behaviors, such as watching a video or opening an email. Kartra will then automatically send follow-up messages, assign tags, subscribe and unsubscribe to lists, add to marketing sequences, and much more.

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Texting Base


Personalized SMS marketing & client lead outreach platform

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Texting Base is an SMS-based marketing platform that allows businesses and enterprises to send personalized, TCPA compliant and spam-free messages to customers

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Powerful Email Marketing Automation Suite

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Advanced email marketing automation solution with drag and drop workflows builder, activity and engagement-based triggers, purchase behavior tracking, and granular personalization.

Read more about Campaigner



Data Driven Email & SMS Marketing for eCommerce

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Remarkety is a leading Email & SMS Marketing Automation Platform for eCommerce. A data-driven marketing system designed from the ground up for eCommerce website. With Remarkety you can segment and target (email/sms/social) your customers based on real time shopping behavior and purchase history.

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All-in-one marketing reporting tool for digital agencies.

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Whatagraph helps agencies and marketers speed up and automate their reporting processes. Build visual and engaging performance reports for your PPC, social media, SEO, and other marketing channels!

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Web push notifications for mobile & desktop

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Aimtell is a push notification tool for desktop & mobile websites which allows businesses to segment & target their website visitors in order to re-engage & optimize conversions. The cloud-based platform offers features for scheduling & automating the notification process & setting up event triggers

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The engine of growth. An all in one solution for user data.

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Simply drag and drop widgets to create automation paths of unlimited complexity and scale.

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emfluence Marketing Platform


Marketing automation software built by our email community.

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Send segmented, hyper-targeted campaigns triggered from moments in your CRM system, your ecommerce platform, your website, landing pages, and more with our easy-to-build marketing automation workflows. Use branching capabilities to target beyond who clicked and opened to create truly unique sends.

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Visitor segmentation and website personalization

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Personyze offers a complete website personalization solution with behavioral targeting, email personalization, recommendations engine, and marketing automation functionality. This one toolset includes everything you need to provide relevant and engaging experiences at every digital touch-point.

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Google and Facebook Ads Automation and Optimisation Tool

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Adzooma is a cloud-based campaign management and PPC solution which helps advertising agencies automate digital campaigns across multiple social platforms. Using machine learning, Adzooma monitors marketing campaigns on Google Ads & Facebook Ads, helping to optimize budget & ROI.

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CRM & Marketing for small businesses and marketing agencies.

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Our Email Nurturing Engine cultivates relationships with leads and customers and then brings them to you when they are ready to buy.

Read more about BenchmarkONE



Account based marketing for B2B marketers

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Terminus is an account-based marketing software that offers tools including target account identification, account-based advertising, sales intelligence, account-based analytics, web visitor intelligence, web personalization, and more. It enables B2B marketers to plan and manage ABM at scale.

Read more about Terminus

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Buyers Guide

Marketing Automation

Marketing automation focuses on the long-term nurturing of prospects and customers, using multiple marketing channels. It helps businesses improve their customer engagement and satisfaction levels, as well as convert prospects into customers and existing customers into repeat customers.

Based on a report four in five users of marketing automation software saw an increase in leads, 77% saw higher conversions, and 74% felt that the time savings were the biggest benefit. As a result, 63% plan to increase their marketing automation budget.

These numbers highlight the benefits that businesses can reap from marketing automation software. We recommend using the software to reap the same gains as other businesses achieved. This buyers guide aims to help businesses like yours invest in the right marketing automation software.

Here’s what we’ve covered:

What is marketing automation software?

Marketing automation software is a tool for streamlining and automating marketing tasks and workflows to help businesses increase their overall productivity and efficiency. It offers features such as campaign management, content publishing, marketing analytics, and customer segmentation.

Automating repetitive tasks and workflows using the software allows businesses to spend more time on campaigning and communicating to their customers.

The software lets you categorize customers based on behavioral trends, interests, and demographics. Customer segmentation lets you develop targeted communication and dynamic content based on user preferences and activities. For instance, you can email customers who frequently search for discounts on social media and your websites.

The target communication can be for specific individuals, customer segments, or both. You can also integrate different marketing channels to offer users a cross-platform experience. The software lets you measure the impact of your multichannel marketing efforts to improve your marketing strategy.

What are the types of marketing automation software?

Marketing automation software has several functions such as email marketing, customer relationship management (CRM), and inbound marketing. Below, we’ve listed the various types of marketing automation software for each function:

  • CRM software: Buyers looking to effectively collect, store, and retrieve customer data (including their purchase history, interaction data, and personal details) to improve customer service need this software. It helps buyers communicate with customers in a personalized way, using push notifications, emails, SMS, etc.

  • Email marketing software: This is a standalone emailing tool that sends automated and targeted marketing emails to different customer segments. It allows you to personalize the subject lines, body text, and call-to-action buttons. This software can be used for both inbound and outbound marketing.

  • Social media marketing software: Buyers who have an inbound marketing strategy and need tools to engage with prospects on social media should opt for this software. They can automate messaging, schedule updates, and measure their social media efforts.

  • Marketing analytics software: Buyers could also invest in standalone marketing analytics software as it provides vital data such as visitor behavior and activity across channels. This data is used by marketers to develop marketing strategies that drive the maximum return on investment (ROI).

Key question to ask your vendor before you buy: What is more beneficial for a small business—a marketing automation software suite or a set of tools from various vendors that perform different functions of marketing automation?

What are the deployment options for marketing automation software?

Businesses can opt for on-premise or cloud-based marketing automation software depending on their needs. These solution types offer features such as email marketing, content marketing, SMS, and social media marketing.

  • On-premise marketing automation software: The software is hosted on the client’s location and requires a dedicated IT support staff to manage it. Vendors sell the software as a per user licence, which includes setup and installation costs. You would need to purchase additional hardware to run this solution.

  • Cloud-based marketing automation software: This software is located in a remote data center and operated by a third-party cloud service provider. Users can access it at any time and from any place. focuses specifically on cloud or SaaS software as these are the obvious choice for small businesses over on-premise. Cloud solutions have lower up-front costs, faster implementation time, automatic updates, better ability to scale up or down, better remote work capability, as well as minimal need for IT support staff and real estate. 

Key question to ask your vendor before you buy: Which type of marketing automation software—on-premise or cloud—would suit my organization? 

What are some common features of marketing automation software?

Buyers should know about the software features before they purchase a solution. This way, they can better understand their business needs. Here’s a list of some common features offered by marketing automation software vendors:

Lead management: Helps users capture, score, and nurture leads from acquisition to conversion. They can segment the leads on certain attributes, such as gender, age, and location, to send targeted communication.

Lead Management in DailyStory

Lead management in DailyStory

Campaign management: Allows users to create, execute, and measure campaigns. This way, users can easily monitor the real-time performance of a campaign.

Campaign Management in DailyStory

Campaign management in DailyStory

Email marketing: Lets users create and send automated emails to customer segments. You can send emails based on trigger events such as when a customer abandons their cart or clicks discount links. You can also track the performance of your email marketing campaigns.

Build emails with Campaign Monitor

Email builder in Campaign Monitor

Social media marketing: Offers users the ability to create, launch, manage, and execute social media campaigns on Facebook, Twitter, Instagram, Pinterest, etc. Users can also monitor social media conversations to develop their market strategy and tweak it to target specific customer concerns.

Social Monitoring with HubSpot

Monitor social media marketing efforts in HubSpot

Analytics: Allows users to measure the impact of marketing activities across channels. Users can gauge the effectiveness of their marketing efforts and modify those for better ROI.

Analytics in Campaign Monitor

Get marketing analytics in Campaign Monitor

A/B testing: Lets users test variations of their marketing campaigns and gauge insights from each campaign to optimize their efforts and get the best results.

A B testing in Campaign Monitor

A/B testing in Campaign Monitor

Visitor tracking: Allows users to track website visitors in real time. You can get information about the source of clicks and the page that your visitors are viewing.

Track user activity in Hatchbuck

Track user activity in Hatchbuck

Landing page creation: Helps users create landing pages using the customized or prebuilt templates. You can also add various features, such as a call-to-action button, to convert leads into customers.

Landing Page with Instapage

Create landing pages with Instapage

Key question to ask your vendor before you buy: Are there any special or additional features that you offer in your software?

What are some important marketing automation software integrations?

Marketing automation software makes all the processes efficient by letting you automate workflows. Therefore, it’s important to invest in a solution that integrates with your other applications. Here are some popular integrations that you need to know about:

  • CRM software: This integration with marketing automation software will help you merge and collate all customer data in one place. This way, you avoid duplicate entries and make the customer data easily retrievable for your marketing efforts.

  • Sales software: Integrating marketing automation software with sales software combines the marketing and sales functions. Both teams will be able to score leads and prioritize important ones based on recent customer activity.

  • Billing and invoicing software: Integrating marketing automation software with billing and invoicing software would allow you to offer payment options within marketing emails to customers. The moment a bill is paid, an invoice is sent to the customer’s email address. 

Key questions to ask your vendor before you buy: Do you provide API integration? How often do you add integrations with new tools or functionalities?

The latest market trends should influence your decision about choosing a software vendor. One trend that is most likely to affect the industry is artificial intelligence (AI). Here’s why:

AI and chatbots to see wider adoption: A study notes that 53% of small and midsize businesses are using or planning to use AI by 2021-22, with 39% believing that AI is critical to their business. AI will offer businesses the ability to track user behavior and needs. The technology could also automate subject lines and email content based on specified trigger events. 

Meanwhile, chatbots can help businesses answer customer queries in real time. It would provide users relevant, related content when they seek answers on your website. For instance, chatbots can provide discounts to first-time visitors so that they are more likely to make a purchase or convert.

Research methodology

We have referenced the following documents while creating this guide:

Back to the marketing automation software directory

*Note: The applications selected in this article are examples to show a feature in context, and are not intended as endorsements or recommendations, obtained from sources believed to be reliable at the time of publication.

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