According to Invescpro, 63% of marketers will increase their marketing automation by 2020. The purpose of marketing automation is to help marketers do more within a short period of time. With marketing automation, companies can overlook campaigns and leads in one place and keep track of better results. Marketing automation software can assist in tracking previously manual processes for emails, events, and website interactions. See our article about marketing automation to learn more.
Let’s dive into the best qualities to look for in marketing automation software.
What to Consider When Comparing Marketing Automation Software
Before looking into different types of marketing automation software, you must take a look at these following qualities to find the right fit for your company.
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Ease of Use
Finding the right marketing automation software starts with its ease of use. Automation isn’t easy to implement in your business. You want to make sure that your software’s interface will work with you rather than against you. Try to find screenshots of the UX interface so that you can determine if it looks easy enough to navigate through.
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Analytics and Reporting
With analytics and reporting, you’ll want to measure the success of any campaigns that you may have. This would be where your automation software keeps track of the important metrics that your business can oversee. It’s also essential to have advanced reporting abilities for B2B environments. Examples of these abilities include having a personalized dashboard or automated emails that can send over reports and other data.
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Support
Having the right support for your automation will allow you to think about the benefits that marketing automation that your company needs. Because automation is technical, you want to look for providers that can offer customer support, bases, tutorials and knowledge that can assist all your wants and needs for your business.
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Limitations
Keep in mind what the number of actions you can complete within a month, or how much can your database can store. This is another factor that should be put into consideration with automation software platforms.
Before going into evaluations, it’s important to know how many contacts and emails that you send on an average. You also have to know what types of tasks your software should accomplish. This can help prevent you from underestimating costs of your automation software.
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Pricing
If automation’s benefit can be summed up with one statement, it’s this: It will make you more efficient so you can focus on the tasks you enjoy and that have the highest return. With that in mind, you’ll want to evaluate price as you consider capability.
Because it’s one of the most important investments that you’re going to have to make for your company, evaluating the price for automation is an important factor to consider. You must think about your marketing automation software’s capability, and what it can do for other organizations that can benefit from it. You want to have a provider that can fit into your budget as well as come at a reasonable price. This will allow your company to scale operations effectively as well as grow with you over time.
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Integrations
The last question you have to ask yourself is: “how well can marketing automation play into my business?” Having efficient integration in your marketing automation software can help you manage data and benefit more from the tools that you’re using. Hence why it’s a great investment to consider in terms of upgrading digital marketing to your business.
Now, we’ve covered what companies should look for in the best marketing automation software, here are the top 24 marketing software to invest in.
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HubSpot Marketing Automation
Who It’s Made for: Companies who want to use Inbound Marketing increase traffic, convert leads and prove ROI.
Software Closest to: Delivra, SharpSpring, Blueshift, Outfunnel
Price: Starter Plan: $40.00/month
Professional Plan: $800.00/month
Enterprise Plan:$3,200.00/month
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ManyChat
Who It’s Made for: Companies who want to enhance their marketing, sales and support with Facebook Messenger bots
Software Closest to: Zendesk, Podium, HappyFox Chat, Salesforce Service Cloud, Drift, Freshchat
Price: Free Plan: $0.00/month
Pro Plan: $10.00/month
Custom Pricing
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Omnisend
Who It’s Made for: B2B and Ecommerce marketers that have outgrown generic features on email marketing platforms
Software Closest to: HubSpot Marketing Automation, Act-On Software, Keap, Ontraport
Price: Free: $0.00/month
Standard Plan: $16.00/month
Pro Plan: $99.00/month
Enterprise Plan: Custom Pricing
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Ontraport
Who It’s Made for: Advanced big businesses and small businesses
Software Closest to: CharityEngine, DonorPerfect Fundraiser, monday.com, EveryAction, ClearView CRM
Price: Basic Plan: $79.00/month
Plus Plan: $147.00/month
Pro Plan: $297.00/month
Enterprise: $497.00/month
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SendinBlue
Who It’s Made for: Global startup and growing companies looking for cloud-based email marketing and automation tools
Software Closest to: Salesforce Marketing Cloud, Constant Contact, Campaigner, Maropost, Outfunnel, Iterable
Price: Free Plan: $0.00/month
Lite Plan: $25.00/month
Premium Plan: $65.00/month
Enterprise Plan: Custom Pricing
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Active Campaign
Who It’s Made for: Small to medium sized companies looking to grow their relationships with customers
Software Closest to: Zendesk Sell, Freshsales, NetSuite CRM, Quick Base, HubSpot CRM, Salesforce Essentials
Price: Lite Plan: $9.00/month
Plus Plan: $49.00/month
Custom Pricing
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Prospect.io
Who It’s Made for: SMB Businesses
Software Closest to: Salesforce, Qorus for Sales Enablement, PhoneBurner, Avochato, Seismic, Zendesk Sell, DocSend
Price: Essential Plan: $79.00/month
Business Plan: $129.00/month
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InfusionSoft
Who It’s Made for: Small businesses that want to keep organized with daily tasks
Software Closest to: Freshsales, monday.com, Salesforce, NetSuite CRM, Quick Base, HubSpot CRM, Ontraport
Price: Keap Grow Plan: $40.00/month
Keap Pro Plan: $75.00/month
Infusionsoft Plan: $100.00/month
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Autopilot
Who It’s Made for: Startups and Fortune 500 ranked companies
Software Closest to: Parador, Delivra, Ontraport, HubSpot Marketing Automation
Price: Silver Plan: $44.10/month
Gold Plan: $134.10/month
Platinum Plan: $224.10/month
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Marketo
Who It’s Made for: B2B and B2C companies passionate about customer relationships, scalable segmentation, and deep customer engagement
Software Closest to: Pipedrive, Ontraport, Act-On, SalesExec, Kartra, ActiveDEMAND, Campaigner
Price: $3,195.00/month
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GetResponse
Who It’s Made for: Small to large-sized companies
Software Closest to: Delivra, Pardot, Blueshift, Ontraport, HubSpot Marketing Automation, Keap
Price: Basic Plan: $15.00/month
Plus Plan: $49.00/month
Professional Plan: $99.00/month
Max Plan: Custom pricing
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Drip
Who It’s Made for: Ecommerce businesses big and small
Software Closest to: Salesforce Marketing Cloud, Constant Contact, Ontraport, HubSpot Marketing Hub, Sendinblue
Price: Custom Pricing
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Mautic
Who It’s Made for: SMB businesses and agencies
Software Closest to: Pardot, SharpSpring, Delivra, Blushift, Ontraport, HubSpot Marketing Automation, Keap
Price: Custom Pricing
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Klaviyo
Who It’s Made for: Ecommerce businesses, B2C and B2B companies
Software Closest to: Constant Contact, Salesforce Marketing Cloud, Delivra, Sendinblue, Outfunnel, Campaigner, Maropost
Price: Flexible Pricing
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SharpSpring
Who It’s Made for: Marketing agencies and SMB Businesses
Software Closest to: Pardot, Delivra, HubSpot Marketing Automation, Outfunnel, Keap, Ontraport, Blueshift, Integrated Marketing Portal
Price: 1,500 Contacts: $550.00/month
10,000 Contacts: $850.00/month
20,000 Contacts: $1,250.00/month
Agency and Enterprise Plan: Customized pricing
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Mailchimp: All-in-One Platform
Who It’s Made for: Businesses of all sizes that want to use cloud-based email marketing
Software Closest to: Pardot, SharpSpring, Blueshift, Ontraport, HubSpot Marketing Automation, Outfunnel, Act-On
Price: Free Plan: $0.00/month
Essentials Plan: $9.99/month
Standard Plan: $14.99/month
Premium Plan: $299.00/month
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Thryv
Who It’s Made for: Small businesses
Software Closest to: Podium, Rize Reviews, Swell, Yext, Sprout Social, GetMoreReviews, BirdEye, NiceJob
Price: Custom Pricing
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ConvertKit
Who It’s Made for: Creators, Influencers, Bloggers, Podcasters
Software Closest to: Pardot, Delivra, SharpSpring, Blueshift, Ontraport, HubSpot Marketing Automation, Outfunnel, Keap, Act-On
Price: Free Plan: $0.00/month
Creator Plan: $29.00/month
Creator Pro Plan: $59.00/month
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Rejoiner
Who It’s Made for: Ecommerce companies and online retailers looking to launch campaigns and generate revenue faster
Software Closest to: Constant Contact, Salesforce Marketing Cloud, Ontraport, HubSpot Marketing Hub, Sendinblue, Delivra, Campaigner, Maropost, Outfunnel
Price: Custom Pricing
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Pardot
Who It’s Made for: Organizations and businesses of all sizes
Software Closest to: Delivra, SharpSpring, Ontraport, Blueshift, Outfunnel, HubSpot Marketing Automation, Keap, Act-On, Integrated Marketing Portal
Price: Growth Plan: $1,250/month
Plus Plan: $2,500/month
Advanced Plan: $4,000/month
Premium Plan: $15,000/month
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GreenRope
Who It’s Made for: Small and medium sized businesses
Software Closest to: Zendesk, Salesforce, monday.com, Freshsales, NetSuite CRM, Quick Base, Ontraport
Price: Starter Plan: $149.00/month
Prime Plan: $199.00/month
Pro Plan: $249.00/month
Premium Plan: $299.00/month
Powerhouse Plan: $349.00/month
Supreme Plan: $449.00/month
Ultimate Plan: $699.00/month
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Jumplead
Who It’s Made for: Small businesses and agencies that need inbound marketing automation
Software Closest to: Zendesk, monday.com. Salesforce, NetSuite CRM, Quick Base, HubSpot CRM, Ontraport
Price: Free Plan: $0.00/month
Basic Plan: $14.99/month
Growth Plan: $49.99/month
Pro Plan: $79.99/month
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Bizible
Who It’s Made for: B2B and B2C companies that want to have a complete understanding about a buyer’s journey
Software Closest to: Pardot, Blueshift, SharpSpring, Ontraport. HubSpot Marketing Automation, Outfunnel
Price: Custom Pricing
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LeadSquared
Who It’s Made for: Marketing agencies, event management and online businesses
Software Closest to: Zendesk Sell, Freshsales, monday.com. Salesforce, NetSuite CRM, Quick Base
Price: Custom Pricing
Basic Plan: $400.00/month
Standard Plan: $1,200/month
Enterprise Plan: $2,500/month
Final Thoughts
Installing marketing automation software is deemed as a necessity for companies. Its main uses are for leads, emails, website interactions, and many more. Because of its notoriety in the digital marketing industry, marketing automation software carries a major significance in one’s workplace. It can assist in overlooking progress and create solutions effectively for a business.
The top six things to consider before choosing the right marketing automation software are: analytics and reporting, ease of use, support, integration, limitations and pricing. If you’re a company that wants to up their digital marketing game in leads and marketing campaigns, then considering marketing automation software will lead you down an innovative path to success.
Other Useful Resources:
27 Powerful Benefits of Marketing Automation
How Marketing Automation Works to Improve your Business
How Successful Startups Use Marketing Automation
Marketing Automation: All-in-One vs. Best-of-Breed
30 Best Digital Marketing Automation Tools
