13 Best Marketing Automation Software to Maximize Your ROI

Did you know that companies using marketing automation experience a 451% increase in qualified leads and a 77% improvement in conversion rates? It’s no wonder this technology is rapidly becoming an essential software for businesses of all sizes.

But with many software options boasting fancy features, how do you cut through the noise and find the one that truly delivers? This data-driven guide explores the top 13 marketing automation software, helping you select the perfect solution to maximize your ROI and unlock explosive business growth.

What is Marketing Automation Software

Marketing automation software is a digital platform that automates repetitive marketing tasks and workflows, allowing businesses to nurture leads, engage customers, and drive conversions more efficiently and effectively.

Best Marketing Automation Software

some benefits of marketing automation software

  • Automates tasks: It handles repetitive tasks like email marketing, social media posting, lead scoring, and ad campaigns, freeing up human time for strategic planning and creative work.
  • Nurturing leads: It helps businesses build relationships with potential customers by sending personalized messages and content based on their interests and behavior.
  • Engaging customers: It keeps existing customers engaged through targeted campaigns and personalized interactions, leading to higher retention and loyalty.
  • Driving conversions: It helps convert leads into paying customers by delivering relevant content at the right time and through the right channels.
  • Efficiency and effectiveness: It improves both the efficiency of marketing teams and the effectiveness of marketing campaigns, ultimately leading to a higher return on investment (ROI).

Best Marketing Automation Software

Discover the ultimate solution for maximizing your marketing potential with our in-depth review of the best marketing automation software.

From seamless campaign management to targeted audience engagement, we’ll break down the features and benefits to help you make the right choice for your business. Get ready to revolutionize your marketing strategies with our expert insights

HubSpot Marketing Automation Software

HubSpot’s marketing automation software is super powerful and packed with features, making it a top choice among users. It’s also really popular according to the G2 Grid for Marketing Automation.

HubSpot isn’t just about marketing though; it offers a complete growth suite with sales, marketing, and support software that all sync up seamlessly with HubSpot’s CRM.

Having all your data and growth stuff in one spot opens up a ton of cool automation possibilities that would be tricky if you were using different software.

HubSpot’s marketing automation software is easy to use, with a visual board where you can make simple or super complex workflows. It might take a bit to get the hang of it, but once you do, there’s no limit to what you can create.

You can set up basic email responders or build intricate rules to target specific users with the perfect email, chat, website experience, and more. HubSpot’s automation software isn’t just about emails either; it helps you grow faster and spend less time on boring tasks.

Price-wise, basic email and form marketing automation software are free. If you want more features, you can check out the paid versions of Marketing Hub, starting at $45 per month.

Fun fact: 57% of HubSpot Marketing Hub customers saw more leads from their marketing campaigns. Want to know more? Check out our whitepaper for more insights into the awesomeness of Marketing Hub.


GetResponse is a marketing automation software with lots of cool features. Its Email Marketing plan is affordable and comes with basic autoresponders, templates, and a list size of up to 1,000 contacts.

For more advanced stuff, GetResponse offers premium plans with powerful features like drip campaigns, contact scoring, event-based automation, and e-commerce tracking.

It’s pretty easy to use overall, and you’ll usually get good results, especially with simple features like email newsletters. But if you want to do more complex stuff with conditional logic and automation, it can get a bit tricky.

Price-wise, there’s a free plan for newsletters, but if you want the marketing automation features, you’ll need one of the paid plans, starting at $13.30 per month.

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Marketo started back in 2006 as a marketing automation software company. Eventually, Adobe swooped in and acquired it, folding it into their enterprise marketing cloud.

With Adobe in the mix, if you’re already using Adobe Analytics for data measurement and Adobe Target for personalization, you’ve got yourself a powerful enterprise marketing suite. The market’s mostly aimed at big businesses though, so it might be a bit too much for smaller folks.

Price-wise, there’s no free trial or plan available. Since the cost depends on how big your database is, you’ll need to chat with the sales team to get a quote.

Salesforce Marketing Engagement

Formerly known as Pardot, Salesforce Marketing Cloud Account Engagement is a cloud automation solution mainly designed for big companies with the tech know-how and resources to handle it.

It’s loaded with features to automate communication with existing contacts, like CRM integration, email marketing, lead nurturing, and ROI reporting to track campaign success.

You can monitor all interactions on your website and create predictive lead scores based on your criteria, which boosts marketing efficiency and saves your sales team time.

While it’s super powerful, it might not be the best fit for smaller businesses or entrepreneurs due to its accessibility and price. There’s no free plan or trial available, and plans start at $1,250 per month.


ActiveCampaign is an all-in-one solution for email marketing, marketing automation, and small business CRM. Its standout feature is its robust and flexible marketing automation capabilities, making it one of the most comprehensive options available. Plus, it’s got top-notch deliverability rates.

This might not be the best choice for beginners or those not too tech-savvy. It takes some time and effort to get the hang of it, but once you do, it’s really powerful.

Price-wise, there’s no free plan or trial, but they offer various paid plans starting at $29 per month, tailored for B2B, B2C, or eCommerce businesses.


Sender stands out as a top choice for email and SMS automation, especially for small and growing businesses looking for affordability. It’s got everything you need to run successful campaigns, from an easy drag-and-drop email builder to detailed analytics and heatmaps.

With Sender, you can effortlessly expand your email list with high-converting popups, tweak premade email templates, and craft eye-catching emails with their design builder. Plus, setting up automated workflows and smart segmentation is a breeze.

Best of all, Sender offers email automation and premium features for free, supporting up to 2,500 subscribers and 15,000 emails per month. And if you need more, their paid plans start at just $8.


Starting as an email marketing service, SendPulse has grown into a comprehensive marketing automation software catering to both established brands and small businesses.

Users can create personalized message flows using a variety of channels including emails, chatbots, and SMS notifications. The platform’s visual chatbot builder is highly versatile, supporting chatbots for

  • Facebook
  • Instagram
  • WhatsApp
  • Telegram
  • Viber

Additionally, it integrates with ChatGPT to enhance chatbot interactions with a more human-like touch. In terms of pricing, SendPulse offers a monthly free plan with paid plans starting at around $10 per month.


Mailmodo is a hassle-free email marketing solution that simplifies the process of creating and sending interactive emails powered by AMP technology, all without the need for coding.

Using their intuitive drag-and-drop template editor, you can craft engaging email templates with interactive widgets, offering users an app-like experience.

If you prefer not to start from scratch, you can choose from their template library, which covers various use cases. Mailmodo also features a visual customer journey editor, making setting up email automation a breeze.

Whether it’s sending emails at fixed intervals or based on specific conditions like email opens or link clicks, these workflows are easy to customize to fit your needs.

Additional features include dynamic subscriber segmentation, send time optimization for maximum impact, A/B testing capabilities, and a comprehensive dashboard to track campaign performance.

Mailmodo is also delving into AI-powered tools, such as their AI subject line generator, with more innovations like an AI content generator and an AI template creator in the pipeline.

In terms of pricing, Mailmodo offers three plans: Lite ($49/month), Pro ($99/month), and Max ($199/month), each allowing you to send emails to 2,500 contacts, with increasing monthly send limits as you move up the tiers. Additionally, they offer a free 21-day trial period for you to explore their features.

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LeadSquared is your all-in-one solution for streamlining sales execution and automating marketing tasks. With LeadSquared, you can effortlessly capture leads from various campaigns and sources, monitor their interactions, and segment them based on demographics for targeted marketing efforts.

Their omnichannel platform enables you to engage with leads through

  • Email
  • WhatsApp
  • SMS
  • Self-Serve Portals, and more

Ensuring a seamless communication experience. The standout feature of LeadSquared is its user-friendly email and landing page builder, which requires no coding skills and allows complete customization using a simple drag-and-drop editor.

As your marketing efforts grow, you can easily set up automated workflows and trigger-based actions to maintain consistent outreach across multiple channels.

LeadSquared also offers robust dashboarding and real-time reporting capabilities, providing valuable insights into campaign performance.

In terms of pricing, LeadSquared offers three tiers for teams of 2-3 users: Basic ($400), Standard ($1200), and Enterprise ($2500) plans, catering to different business needs and budgets.


Bardeen is an AI automation software designed to simplify workflows effortlessly. With Bardeen.ai, automation becomes as easy as chatting with a friend. It assists in streamlining workflows using AI, whether it’s maintaining a clean CRM, personalizing outreach campaigns, or syncing data across various internal tools.

Its seamless integration with other CRMs like HubSpot and over 100 other platforms makes automating multiple processes a breeze, ultimately enhancing productivity.

Bardeen caters to companies of all sizes seeking to optimize their marketing and sales automation efforts. Getting started is a breeze with thousands of pre-made automation templates at your disposal.

As for pricing, Bardeen offers a forever-free plan, with the Professional plan kicking off at just $10 per month.


Omnisend is a top-notch omnichannel marketing automation software tailored for eCommerce businesses. It boasts powerful automation workflows and provides a smooth start with pre-built templates designed with online merchants in mind.

With Omnisend, you can seamlessly integrate multiple channels into your automation workflow, including email, SMS, Facebook Messenger, push notifications, and more.

Its user-friendly visual builder and templates simplify the creation of workflows, forms, landing pages, pop-ups, and emails, making the process quick and efficient.

In terms of pricing, Omnisend offers a free plan featuring basic email marketing automation, ideal for small businesses just starting. However, medium to larger-sized businesses will likely find greater value in Omnisend’s paid plans, which begin at $16 per month.


SendinBlue is a popular digital marketing platform known for its user-friendly automation software, suitable for marketers of all levels.

With SendinBlue, you can effortlessly create mobile-friendly email campaigns from scratch or using customizable templates. Additionally, you can run SMS campaigns directly from the platform. Advanced features such as reporting and lead scoring are also available.

In terms of pricing, SendinBlue offers an impressive free plan that includes basic marketing automation features, unlimited contacts, and up to 300 emails per day. For more advanced features, paid plans start at $25 per month.


Keap, formerly known as Infusionsoft, has been a trusted software for marketers since 2001, helping thousands achieve their lead, revenue, and customer acquisition goals. It’s particularly popular among small businesses and solopreneurs, with a user base known for its sophistication.

One of Keap’s strengths lies in its ability to create complex decision trees based on various factors such as lead magnet preferences, email interactions, and contact data.

For long-time users familiar with Infusionsoft’s original platform, Keap’s Max Classic plan may be the preferred choice as it closely resembles the features they’re accustomed to.

In terms of pricing, Keap offers a free 14-day trial and three paid plans starting at $129 per month, catering to different customer needs.

Choosing the Best Marketing Automation Software

Choosing the right marketing automation software for your business can be a big decision, especially with so many options available. Here are some important factors to consider as you weigh your choices:

  • Know Your Budget and Needs: Figure out how much you’re willing to spend and what your business needs. While smaller businesses and those focused on selling directly to consumers may do well with simpler, more affordable options, larger companies targeting other businesses might require more advanced features that come with a higher price tag. It’s important to choose software that fits your budget but can also grow with you as your business expands.
  • Check Ease of Use: Marketing automation can be complex, so you’ll want software with a user-friendly interface. Look for screenshots or demos to see if the software looks easy to navigate. Also, consider whether the provider offers helpful resources like tutorials or customer support to assist you along the way.
  • Look at Analytics and Reporting: Being able to track the success of your campaigns is crucial. Make sure the software provides the metrics you need to measure your performance effectively. In larger companies, advanced reporting features might be necessary to accommodate multiple stakeholders.
  • Explore Integrations: See how well the marketing automation software integrates with the other tools you use. Compatibility with your existing stack can make managing data and maximizing your tools much easier.
  • Consider Limitations: Be aware of any restrictions the software might have, such as limits on the number of actions per month or database size. Understanding your contact list size and email volume will help you avoid unexpected costs.
  • Try Before You Buy: Finally, don’t forget to request a demo or take advantage of free trial offers. Testing out the software firsthand can give you a better sense of whether it meets your needs and fits your workflow.
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By carefully considering these factors, you can find the marketing automation software that’s the perfect fit for your business.

In Conclusion

In the dynamic landscape of digital marketing, selecting the right automation software is paramount to maximizing your return on investment (ROI). With the comprehensive range of options available, each boasting unique features tailored to diverse business needs, the task may seem daunting.

However, armed with insights into the top contenders, you possess the tools necessary to propel your marketing efforts to new heights of success.

From streamlining workflows to enhancing customer engagement, these 13 best marketing automation software solutions serve as your indispensable allies in the quest for ROI optimization. So, embrace the power of automation, choose wisely, and embark on a journey toward unparalleled marketing success.


What is marketing automation software?

Marketing automation software automates repetitive marketing tasks and workflows, such as email campaigns, social media posting, lead scoring, and ad management. This allows businesses to nurture leads, engage customers, and drive conversions more efficiently and effectively, ultimately leading to a higher return on investment (ROI).

What are the benefits of using marketing automation software?

Some of the key benefits include:

  • Increased efficiency: Saves time and resources by automating repetitive tasks.
  • Improved lead nurturing: Delivers personalized messages and content to leads based on their interests and behavior.
  • Enhanced customer engagement: Keeps customers engaged through targeted campaigns and interactions.
  • Higher conversion rates: Converts leads into paying customers by delivering relevant content at the right time.
  • Better ROI: Tracks and measures campaign performance to demonstrate the impact on revenue and growth.

What should I consider when choosing marketing automation software?

Here are some key factors to consider:

  • Your budget: Software options range in price from free to enterprise-level solutions.
  • Your business needs: Consider what features are most important for your specific marketing goals.
  • Your target audience: Choose software that integrates with the channels your audience uses.
  • Ease of use: Consider the complexity of the software and the level of technical expertise required.
  • Scalability: Choose software that can grow with your business.

What are the most popular marketing automation software solutions?

Popular options include

  • HubSpot
  • Marketo
  • Pardot by Salesforce
  • Mailchimp
  • ActiveCampaign
  • Sendinblue
  • Drip

Which marketing automation software is best for me?

Unfortunately, there’s no one-size-fits-all answer. The best software for you depends on your specific needs and budget. However, I recommend researching the options mentioned above and checking out free trials or demos to see which one fits you best.

How much does marketing automation software cost?

As mentioned, prices vary greatly depending on features, functionality, and desired scale. Some offer free plans with limited features, while others have monthly or annual subscription fees ranging from tens to thousands of dollars.

Does marketing automation software guarantee a higher ROI?

While marketing automation can significantly improve efficiency and effectiveness, it’s not a magic bullet. The success depends on implementing it strategically, setting clear goals, and continuously optimizing your campaigns.



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