Top 10 Marketing Automation Tools and Software

marketing automation tools

How often do you find yourself stuck in the mundane tasks of marketing? You’re not alone. Marketing automation tools and software are designed to help marketers save time and energy while boosting their campaigns’ effectiveness. Whether you’re a seasoned marketer or a beginner, the right marketing automation tool can make the difference between success and failure. In this article, we’ll review 10 of the best marketing automation tools currently available on the market. From email and social media to reporting and analytics, these solutions can take your marketing efforts to the next level.

What is Marketing Automation?

marketing automation tools

Marketing automation is the process of using software to automate marketing tasks. Common features of marketing automation software include email marketing, campaign management, lead management, and social media management.

Marketing automation software can help businesses automate repetitive tasks, freeing up time to focus on other aspects of their business. Marketing automation software can also provide insight into customer behavior, helping businesses to better understand their customers and create more targeted marketing campaigns.

There are several different marketing automation tools and software available on the market, each with its unique features and benefits. Choosing the right marketing automation tool for your business will depend on several factors, including your budget, business size, and specific marketing needs.

The Benefits of Marketing Automation

1. Marketing automation can help you save time on repetitive tasks.
2. It can help you segment and target your audience more effectively.
3. It can automate your lead capture and follow-up processes.
4. It can help you track and measure your marketing campaigns more efficiently.
5. It can help you generate more qualified leads and convert them into customers.

The Top 10 Marketing Automation Tools

HubSpot Sales

If you’re looking for a comprehensive marketing automation tool, HubSpot Sales is a great option. It offers a complete set of features for sales and marketing teams, including CRM, email marketing, lead management, and more. Plus, it integrates with HubSpot’s powerful marketing software to give you even more insights into your leads and customers.


Pardot is a marketing automation tool that helps businesses attract, nurture, and close more prospects. It features powerful tools to help you create and manage your marketing campaigns, including email marketing, lead management, lead scoring, and social media integration.


Marketo is a marketing automation tool that enables businesses to automate and measure marketing activities to increase engagement and improve ROI. It provides a complete set of features for managing leads, tracking conversions, and measuring campaign performance. Marketo also offers a wide range of integrations with other business applications, making it a powerful tool for businesses of all sizes.


Eloqua is another marketing automation tool that helps businesses automate their marketing and sales processes. It enables businesses to manage their leads, contacts, and customers in one place and provides insight into the customer journey. Eloqua also offers a range of features to help businesses drive more conversions, including lead scoring, lead nurturing, and email marketing.


It’s no secret that leads forms are one of the most important tools in a marketer’s toolkit. They allow you to collect information from potential customers and subscribers and can be used to generate leads for your business.

JotForm is a simple yet effective lead capture tool that offers an easy-to-use form builder, dozens of pre-built form templates, and integrations with many popular email marketing platforms.


Workflows are one of the most powerful features of marketing automation tools. They allow you to automate repetitive tasks, saving you time and helping to improve your efficiency.

There are several different types of workflow available, each with its advantages and disadvantages. The most popular workflow types include:

– Lead nurturing: this type of workflow helps you to automatically follow up with leads, sending them information and messages designed to nurture them through the sales process.

– Email marketing: this type of workflow allows you to send automated emails to your contacts, based on triggers such as their activity or contact info changes.

– Social media: this type of workflow can automate your social media posts, help you track social media engagement, and more.

Choosing the right workflow for your needs can be tricky, but it’s worth taking the time to figure out which one will work best for you. Experimenting with different types of workflow is a great way to find out what works best for your business.

Drip campaigns

Drip campaigns, also known as nurture campaigns, are a type of email marketing that focuses on providing valuable content to subscribers over some time. This content can be in the form of articles, blog posts, ebooks, webinars, or even just helpful tips and tricks.

The goal of a drip campaign is to slowly build up a relationship with subscribers so that when they’re finally ready to make a purchase, they’ll think of your brand first. To do this effectively, you need to have great content that’s relevant to your audience and you need to be consistent with your delivery.

Some of the best marketing automation tools out there offer drip campaign functionality, so if this is something you’re interested in, be sure to check out their features before making your final decision.

A/B Testing

A/B testing is a technique used to compare two versions of a web page to see which one performs better. By running an A/B test, you can improve your website’s conversion rate, which is the percentage of visitors who take the desired action on your website (such as making a purchase or signing up for a newsletter).

Many tools can help you with A/B testing, but some of the top ones include:

– Google Analytics: Google Analytics is a free tool that provides powerful data and insights about your website traffic. You can use it to track conversions and set up A/B tests.
– Optimizely: Optimizely is a paid tool that allows you to create and run A/B tests on your website. It also provides advanced features such as heatmaps and behavioral targeting.
– Unbounce: Unbounce is another paid tool that specializes in helping businesses create high-converting landing pages. It also offers A/B testing capabilities.

Analytics and tracking tools

There are several different analytics and tracking tools available to help marketing teams better understand their online campaigns and performance. Here are some of the top options:

– Google Analytics is a free tool that provides detailed insights into website traffic and visitor behavior.

– Adobe Analytics is a paid tool that offers more advanced features and integrations than Google Analytics.

– Crazy Egg is a heat mapping tool that allows you to see where users are clicking on your website, so you can optimize your design and user experience.

– Clicky is another popular analytics tool that provides real-time data and detailed reports.

Retargeting features

Retargeting is one of the most powerful marketing tools available to businesses today. By targeting ads to users who have already shown an interest in your product or service, you can significantly increase the likelihood of conversion.

There are several different retargeting features that you should look for when choosing a marketing automation tool. The first is the ability to create custom audiences. This allows you to target specific groups of users with laser precision.

Another important retargeting feature is the ability to track user behavior. This data can be used to create custom audiences and target ads more effectively.

Finally, you should also look for a tool that offers dynamic remarketing. This feature automatically displays relevant ads to users based on their previous interactions with your website or app.


Marketing automation tools and software can offer a great way to increase efficiency, reduce costs and quickly measure the results of your marketing efforts. We hope this list has helped you find the best tool for your business needs. From email campaigns to lead nurturing, all these tools have something unique to offer that will help you boost your bottom line. Have you tried any of the above-mentioned marketing automation tools? Let us know in the comments below!