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14 Best Marketing Automation Tools (Free & Paid Software)

Marketing automation software helps you automate your marketing efforts and save you time.

Nov 6, 2022 - By Camilla Mackeviciute

Marketing automation software helps you automate your marketing efforts and save you time.

They provide you with the ability to automate your marketing campaigns, optimize your contact database, create better leads, boost conversions, and measure ROI. 

In this blog post, we’ve highlighted 7 of the best marketing automation tools, (free and paid) features and pricing to help you choose the right one for your business. Stay tuned! 

Marketing Automation Platforms – Full Comparison List

Out of the best marketing automation tools available, this list will help you choose the right one for your business. Side note: no preference for the segmentation of this list – don’t pay much attention to the order of arrangement. Instead, read through and pick whichever suits.  

Sender – Best Email Automation Tool

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  • SMS & Email automation;
  • Intelligent behavioral segmentation & personalization;
  • Professional pre-made templates;
  • Lead nurturing;
  • TCPA & GDPR compliance.

Sender is a fully-featured automated email & SMS marketing platform that helps you create, send and analyze your campaigns. 

The app has an email template builder for creating emails, including HTML editors for more advanced users. You can also use Zapier to connect Sender with your favorite apps like Salesforce, Slack, or Google Docs. 

Sender also automatically checks if your campaign complies with the latest regulation like GDPR and TCPA, helping you avoid fines and lawsuits. It also offers intelligent behavioral segmentation and personalization tools for your subscribers based on their behavior (e.g., triggered actions). This way, you can send targeted messages to increase engagement rates and maximize ROI.

Sender Pricing

Sender is amongst the most cost-effective marketing automation software available. You can opt for a free forever plan (15000 emails to 2500 subscribers per month) or opt for the standard ($10), professional ($35), or enterprise plan at a custom price.


Systeme.io – All in One Automation Tool for Online Businesses

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  • Automated workflows & personalized sales funnels;
  • Email automation & drip campaigns;
  • Affiliate marketing management;
  • Audience targeting & segmentation; 
  • Online course management.

Systeme.io is an all-in-one marketing platform that was built from the ground up to launch, sustain, and scale online businesses. From one place, and using one platform. 

Their goal is to give anyone and everyone the ability to create a sustainable stream of income online.

You can collect and convert leads with sales funnels, build a team of affiliates to market your products, run all kinds of email campaigns, host online courses, and a lot more. Then, you can optimize everything with behavioral workflows and A/B tests.

Systeme.io Pricing

Systeme.io has 4 affordable plans. It starts with a free-forever plan that has 0% transaction fees, next is the Startup plan at $27/month, after that is the Webinar plan at $47/month, and finally, the Unlimited plan at $97/month.


Whatagraph – Best Marketing Report Automation Tool

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  • Automatically pull data from 40+ integrations;
  • Create custom reports;
  • Automate sharing reports.

Whatagraph connects to over 40 marketing platforms such as Google Analytics, Facebook, TikTok, Ahrefs, SEMRush and many others. Once you connect your accounts, you can choose a template for your desired report and create an automated report within minutes.

No more copy-pasting data or using complex reporting tools that charge extra for each integration.Besides the creation, Whatagraph automates the delivery. Simply set up a schedule for when you want your reports to go out – once a week or once a month or any custom interval. Rest easy as your reports get sent out automatically to your clients.

Whatagraph Pricing

Paid plans start at $199 per month, which gives you access to 25 data sources and 5 members on your team, with an unlimited number of reports. There is a free trial available.


Poptin – Exit Intent, Popups, and Contact Forms

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  • Lead capture and lead generation;
  • Exit intent technology;
  • Popup and contact form templates;
  • Streamline email signup and subscriptions;
  • Behavioral triggers and targeting rules
  • Email and CRM integrations.

Poptin is a powerful lead capture popup builder and conversion optimization tool for eCommerce, website owners, agencies, and more. It allows you to create engaging website popups and contact forms that you can integrate with your favorite CRM or email software. It has a collection of beautiful and highly customizable templates that are responsive to all devices. 

With Poptin’s features and great content, design, and copy, you can successfully convert more visitors into leads, email signups, and sales. You can use behavioral triggers and targeting options to convert the most qualified lead at the right time. Poptin also has a pool of advanced features like autopilot trigger and exit intent technology to improve your conversion rate further and increase visitor engagement.

Poptin Pricing

Poptin is free to use. You can access several features and tools, including exit intent triggers – all for free. Poptin’s paid plans, starting from $25 per month, billed annually. Other tiers are the Pro ($59/mo) and Agency ($119+/mo), which can cater to up to 2M visitors.


SumatoSoft – Marketing Automation Services

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  • Email Marketing;
  • Marketing Automation;
  • Social Media Marketing;
  • Sales & Marketing Analytics.

SumatoSoft helps startups and marketing agencies to launch their own AdTech solutions to the marketing, including but not limited to the following types of application: Data Analysis, Research and Analysis Software, Email Marketing Systems, Social Marketing Solutions, Sales Automation, Loyalty Software. 

Let’s plan, develop and release either your new MarTech startup or an AdTech solution specifically built for your business. Get the best from your ideas, products or services using marketing automation solutions tailored for you.


HockeyStack – Analytics and Attribution Tool for SaaS Companies

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  • Step-by-step journey analysis;
  • Custom dashboards;
  • Attribution analysis;
  • Surveys;
  • Revenue analytics;
  • Segments.

HockeyStack is an analytics and attribution platform for SaaS companies. It combines sales, marketing, revenue, and product data into a single dashboard without using any code, allowing you to see what really generates revenue for your SaaS. 

The tool allows marketing teams to track the customer journey and understand how and why user behavior changes at each touchpoint. The tool can also be integrated with numerous third-party platforms, including Hubspot CRM, Paddle, Stripe, Chargebee, Mailchimp, Pipedrive, Close, and others. 

HockeyStack Pricing:

HockeyStack has two plans, both of which have a 14-day trial period and a 30-day money-back guarantee. Boost plan goes for $399 per month and Dominate plan has custom pricing.


Zoho – Automated Lead Generation Solution

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  • Lead generation & qualification workflows;
  • Personalized customer journeys;
  • Facebook leads management;
  • Hipaa-compliant web form;
  • CRM integration.

Zoho CRM can help you automate many of your marketing and sales processes, including lead generation funnels and qualification workflows, personalized customer journeys, Facebook leads management and HIPAA-compliant web forms.

This tool is an all-in-one CRM solution for small businesses and enterprises alike. It features contact management, sales force automation, marketing automation, eCommerce marketing solutions, and project management capabilities in one place. With Zoho CRM, you’ll be able to manage every aspect of your business from anywhere using the web or mobile marketing apps.

Zoho Pricing

Zoho offers a 15 days trial plan with no credit card. After that, you would have to opt for the standard $20 plan or a premium $40 plan, depending on your marketing needs. A custom plan for a large mailing list is also available. 


Hubspot – CRM Marketing Automation Platform

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  • Inbound marketing;
  • CRM integration;
  • Automated workflow;
  • Audience segmentation;
  • Drip campaigns;
  • Over 200 integrations.

Hubspot is a full-scale marketing automation platform for small businesses. It’s an email marketing platform and a web analytics suite. The software helps you build your audience, convert leads into customers and keep tabs on your CRM. 

HubSpot’s Conversion Optimization Tool is a free tool for creating A/B tests and tracking performance against specific data points. The software comes with a wide range of features that help you automate your entire sales process. 

Hubspot Pricing 

HubSpot offers free automation software to help marketers get started. However, to enjoy its unique features, you need to either opt for a $45 per month starter plan, an $890 per month professional plan, or a $3,200 per month enterprise plan. 


SalesForce – B2B Sales and Marketing Automation Software

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  • Social media monitoring;
  • Lead scoring;
  • CRM integration;
  • Email automation;
  • LinkedIn sales navigator tracking.

Salesforce is a cloud-based CRM (Customer Relationship Management), ERP (Enterprise Resource Planning), and Marketing automation platform. It is an open-source system that uses AI (Artificial Intelligence) technology to provide dynamic content per individual customer preferences. 

The system also allows you to create personalized dashboards for each user-based on their roles in your organization. Salesforce offers an easy way to track your sales leads, close deals, manage your customer relationships, and automate repetitive tasks with just one software. 

Salesforce Pricing 

Salesforce essential plan (all in one sale and support app) goes for $25, sales professional plan (complete sales solution for teams) $75, service professional plan (customer service solution) $75, and marketing cloud account management plan for $1,250. Users can enjoy 21 days free trial on the first three plans listed.


Adobe Marketo – All in One Marketing Automation Program

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  • One place for PPC campaigns, SEO, and social media leads management;
  • Mobile push messaging;
  • Behavior tracking;
  • Cross-channel engagement;
  • Email automation.

Adobe is one of the most popular software brands in the world. Their marketing automation tool has many features that make it great for small businesses and large enterprise organizations alike. 

Adobe’s all-in-one marketing platform is a great way to manage your advertising efforts. From PPC campaigns to social media management, Adobe Marketo makes it easy to manage all your lead generation efforts from one place. The interface is simple to understand and use, making it an excellent option for marketers of all levels.

Adobe Marketo Pricing

Adobe Marketo offers multiple packages; Jumpstart, Select, Prime and Ultimate, each offering unique features. Though since pricing is based on database size, you will need to contact its support team for an accurate price list. 


ActiveCampaign – B2C Ecommerce Marketing Automation System

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  • Lead scoring;
  • Social media management;
  • Shopify email automation;
  • Personalized messaging;
  • Shopping cart recovery.

ActiveCampaign is one of the most affordable and most powerful marketing automation tools. It has a robust feature set that makes it ideal for ecommerce marketers. It’s easy to set up, flexible enough to meet the needs of any business, and has an intuitive interface that makes managing campaigns easy.

ActiveCampaign easily integrates with Shopify, allowing you to use your email marketing service as an extension of your Shopify store. ActiveCampaign also helps automate emails based on what shoppers do in your store while using tools like remarketing or social media ads to drive more sales from existing customers.

ActiveCampaign Pricing

ActiveCampaign offers 4 distinct plans to help B2B, B2C, and ecommerce smash marketing goals. Lite plan goes for $29 per month, Plus plan for $49 per month, Professional plan for $149 per month, and Enterprise plan at a custom prize. 


Sproutloud – Local Marketing Automation Tool

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  • Target local business advertising with videos;
  • Manage local paid search;
  • Yelp Ads administration;
  • Data matching retargeting;
  • Paid search management.

Sproutloud is a local marketing automation tool that helps you target your audience with videos. You can also target local businesses with paid search management, Yelp Ads administration, and data matching retargeting.

The software allows you to build custom audiences from your existing customer database or your online store customers. You can then use this information to create lookalike audiences based on the demographics of these segments.

By using Sproutloud’s built-in tools for Facebook ads, Google AdWords, and Bing Ads, you can reach your target audience with highly relevant ads across multiple channels.

Sproutloud Pricing 

Sproutloud is quite expensive. It doesn’t offer a free plan and its pricing starts at $1500 per month. On the good side, Sproutloud provides a checklist allowing users to select features they would like included in their cart before generating a custom prize; ensuring you pay for only the services needed. 


Really Simple Systems – CRM Tool

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  • CRM Integration;
  • Lead Management;
  • Contact Management;
  • Email Campaign Management;
  • Case Management.

With Really Simple Systems, you can manage all sales, marketing, and service aspects in one place. This CRM software helps manage and track leads and customers to drive business growth for small and medium-sized businesses. It can be integrated with other offerings to enhance functionality and simplify work. It helps users build long-term relationships, save time, and increase sales.

Really Simple Systems Pricing

The main reason startups and small businesses are starting and staying with this software is the cost-effectiveness. If your team has only two users, you can use the free plan, and if you start hiring more people in your team, it remains affordable starting at $16/month.


Outfunnel – CRM & Marketing App Connector

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  • Email marketing automation;
  • Marketing engagement data;
  • Lead scoring;
  • Website visitor tracking;
  • Integrates with Airtable, Hubspot, Pipedrive, Salesforce & Copper.

Outfunnel is a unique tool in that it automatically syncs data from your marketing and sales tools. This ensures that the data your sales teams are using is up-to-date and accurate, meaning that they can focus their efforts of high-quality scored leads first. And for marketers? It saves time by automatically recording all engagement data in the CRM tool.

Once all your data has been stored in your CRM tool, you can also use Outfunnel to automatically reach out to contacts via email marketing. All you have to do is set up your campaigns and you’re good to go.

Outfunnel Pricing

Outfunnel offers a free 14-day trial for anyone to use. Pricing starts at $6 per month (billed annually). After that, there are two more pricing plans, one at $19 per month and the other at $49 per month (both billed annually). Or you can contact their sales team for a custom quote. Each pricing plan offers different features and functionality so choose carefully.

Best Marketing Automation for Small Business

Whether you’re a small business owner or an independent contractor, automation software is essential for your business. 

Marketing automation platforms help you automate repetitive tasks like sending newsletters, scheduling social media posts, keeping track of active campaigns, etc. so you can focus on higher-level strategies. 

These tools also offer features that can help you segment your audience and build stronger relationships with them over time. Simply put, automated marketing campaigns help you save time and get more value from your marketing efforts.  

Here are some of the most common features you need to look out for – as a business owner – when choosing a  marketing automation software:

  • Email marketing campaigns: This is one of the essential features for any business, no matter its size or industry. Automated email marketing helps deliver personalized messages directly to subscribers based on their interests and preferences and deliver content at specific times (e.g., when they visit certain pages on your website).
  • Automated drip campaigns: These are triggered emails sent over time after someone signs up for an account or places an order. Drip campaigns help nurture relationship building by sending automated emails that include content like tips, articles, or deals related to the user’s interests. 
  • Lead scoring: Lead scoring helps you prioritize leads based on their likelihood of becoming a customer. It uses various factors such as how many times they’ve visited your site, whether they have downloaded a whitepaper or ebook, etc.
  • Automated workflows: Workflows allow you to define a sequence of actions that occur automatically when certain conditions are met (e.g., when someone subscribes to your newsletter). Depending on your needs, they can be simple or complex, but they allow you to create automated processes, so you don’t have to perform each step manually.

Small businesses’ most significant challenge is finding the best marketing automation software that fits their budget and needs. The good news is that many tools can help you automate your business processes and save time, money, and resources.  

Why You Need a Marketing Automation Tool

Using a marketing automation tool can be beneficial for your digital marketing strategies, whether you’re doing paid-per-click or content marketing. Your team will be happier and more productive when they don’t have to spend hours creating and sending out duplicate emails manually. 

The tools above should make it easier for you to take advantage of all the different marketing Omni channels out there—and that’s a good thing. New channels (and customer expectations) will only keep getting more complex.

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