What Are The Best Marketing Automation Tools in 2024? 21 Tools! [Free & Paid]

Ammar Mazhar
Ammar Mazhar

Last updated on

January 22, 2024

Imagine you're hosting a party, sending out invitations, setting up decorations, and ensuring everyone has a good time. It's a lot to handle. Well, think of marketing automation tools as your party planner for your business. These tools take care of the tedious and time-consuming tasks that come with marketing, allowing you to focus on the more critical aspects of your business. 

Just like a party planner, they can take care of everything from sending out invitations (email campaigns) to tracking RSVPs (lead scoring) to making sure everyone is having a good time (lead nurturing). And let's be honest, who wouldn't want a party planner for their business?

What are marketing automation tools? 

Infographic: What are marketing automation tools?

In today's fast-paced digital world, businesses must keep up with the latest marketing trends and techniques to stay ahead of the competition. One such trend is marketing automation tools, which can streamline and automate various marketing tasks.

Marketing automation tools refer to multiple software platforms and tools that can help businesses automate and optimize their marketing efforts. These tools are designed to reduce the time and effort required to execute complex marketing campaigns by automating repetitive tasks such as email campaigns, social media management, lead scoring, and more.

Marketing automation software is becoming increasingly popular among businesses of all sizes thanks to its ability to help organizations save time and money while achieving better results from their marketing campaigns. 

The best marketing automation software platforms can integrate with customer data from various sources, including CRM systems and social media platforms, to provide a 360-degree view of the customer. This allows sales and marketing teams to personalize their efforts and deliver targeted messages to customers at the right time and place. 

These tools enable firms to create advanced campaigns catered to their target audience's wants and preferences. Several marketing automation systems and solutions are available to help you automate your marketing efforts and get better results, whether you run a small business or a significant corporation.

How to choose the best marketing automation tool?

Choosing the right marketing automation tool can be a daunting task, especially with so many options available in the market. However, finding the best marketing automation software is crucial for any business looking to optimize its marketing and sales efforts. It's like choosing the perfect outfit for a job interview – you want to ensure it fits just right and makes you look your best.

 To select the best marketing automation software for your business, it's essential to consider your specific needs and budget. Look for tools that offer features like essential email marketing, landing pages, and customer journey automation. Also, consider inbound marketing software that can help attract and engage your target audience. 

With top marketing automation tools, businesses can streamline their lead generation and nurture efforts, create personalized campaigns, and optimize their marketing funnel. These tools can help marketing and sales teams work together more effectively by providing the same automation workflow and integrating with various marketing channels.

Infographic: How to choose the best marketing automation tool?

1. Determine budget and business needs

Choosing the right marketing automation tools for your business involves evaluating your budget and needs. It's essential to consider the size of your business, as small businesses may have different requirements than larger enterprises. One way to evaluate your budget and needs is to look at the metrics that matter most to your business. 

For example, if your company relies heavily on SMS marketing, you'll want to choose a tool that supports this feature. Similarly, if you want to optimize your marketing and sales efforts, you'll want a tool that integrates well with your CRM system and provides insights into your customer journey. 

Take the time to evaluate different options and look for tools that offer the features and functionality you need to achieve success.

2. Evaluate the ease of use

It greatly influences the performance of how your marketing and sales teams will use the tool. Look for a device that offers collaboration features and workflows that support both teams' needs and ease of use. The user interface of a tool can significantly impact its ease of use. Look for a tool with a clean and intuitive interface that allows your team to navigate and perform tasks efficiently. 

If you're already using other tools or email marketing software, you'll want to choose a marketing automation tool that integrates well with your existing tools. This can help your team work more efficiently and avoid the need to switch between different applications. Different businesses have different needs, so look for a tool that allows for customization to fit your specific requirements. Customization options can make the tool more flexible and easier for your team.

3. See how analytics and reporting work

Analytics and reporting can help you identify trends in your marketing data. For example, you may notice that certain types of content perform better than others or that specific campaigns are more successful in generating leads or conversions. Analyzing your marketing data allows you to optimize your campaigns to improve their effectiveness. For example, you may adjust your messaging or targeting to resonate better with your audience. 

Also, Analytics and reporting can help you demonstrate the ROI of your marketing efforts. By tracking metrics like lead generation and conversion rates, you can show the impact of your marketing campaigns on your bottom line.

4. Research integrations

Understanding your integration requirements before looking into integration possibilities is important. This may include integrations with your database, social media platforms, email marketing tools, and other marketing channels. Once you've defined your integration needs, you can research integration options for your marketing automation tool. This may involve reviewing the tool's integration marketplace, reading reviews and case studies, and consulting with the tool's support team. 

5. Consider the limitations

Some marketing automation tools require high technical expertise to set up and use effectively. If you need to gain the necessary skills in-house, you may need to hire external experts or invest in training to get the most out of the tool. Now that's a limitation! Several such limitations must be considered before selecting the right marketing automation tool for our business. 

Also, the quality of customer support offered by the marketing automation tool is essential. If you encounter technical issues or have questions about using the tool, you want to ensure you can access timely and practical support.

6. Request a demo

Requesting a demo before buying allows you to get hands-on experience with the marketing automation tool, which can help you understand how it works and can benefit your business. It also allows you to explore the tool's features and functionality and determine if it meets your needs. It can also allow you to evaluate the customer support offered by the tool's vendor. You can assess how responsive and helpful the support team is, which is important if you encounter technical issues or have questions about using the tool. 

21 Best marketing automation tools

1. Mailmunch

For bloggers, solopreneurs, startups, and large companies alike, Mailmunch offers a comprehensive lead generation and email marketing service. Almost 500,000 businesses, from B2B to B2C, rely on Mailmunch to generate thousands of leads daily and increase their email marketing revenue.

1.1. Rating

As of Feb '23, Mailmunch had a rating of 4.5 out of 5 stars on G2, considered "Excellent." The rating was based on user reviews and feedback on various aspects such as ease of use, features, customer support, and value for money.

1.2. Features

1.3. Pricing

Monthly Billing: 

Mailmunch's monthly billing

Annual billing: 

Mailmunch's Annual billing

2. Mailchimp

2.1. Rating 

Mailchimp's G2 rating is 4.5 stars out of 5, considered excellent. 

2.2. Features

  • Customer Support
  • Pre-built Email Templates
  • 300+ Integrations
  • Forms & Landing Pages
  • Creative Assistant
  • Role-based Access
  • A/B Testing
  • Campaign Manager
  • Comparative Reporting
  • Assisted Onboarding

2.3. Pricing

Mailchimp's pricing

3. Hubspot

3.1. Rating 

Hubspot's G2 rating is 4.4 stars out of 4 stars. 

3.2. Features

  • Landing pages
  • Ad retargeting
  • 1,000 custom properties per object.
  • Advanced recommendations
  • Email and in-app chat support
  • Omni-channel marketing automation

3.3. Pricing

Hubspot's pricing page

4. Sendinblue

4.1. Rating 

Sendinblue has 4.5 stars out of 5 as per G2's latest ratings.

4.2. Features

  • Email Campaigns
  • Marketing Automation 
  • SMS Marketing
  • WhatsApp Marketing 
  • Push Notification

4.3. Pricing

Sendinblue pricing page

5. Omnisend

5.1. Rating 

Omnisend has received 4.5 stars out of 5, according to G2's latest rankings. 

5.2. Features

  • Email campaigns
  • Automation 
  • Segmentation 
  • Popup and Forms 
  • Reporting
  • Omnichannel Marketing 
  • Multi-store accounts 
  • 80+ Integrations

5.3. Pricing

Omnisend's pricing plan

6. ActiveCampaign

6.1. Rating

Active Campaign has 4.6 stars out of 5, which is considered exceptional. 

6.2. Features

  • CRM 
  • Integrated and Embedded forms 
  • Pre-Built Automation
  • Landing Pages 
  • Gmail and Outlook Inbox Extension 
  • Excellent email deliverability 
  • Advance Marketing and Sales reporting
  • Free help courses and support

6.3. Pricing

ActiveCampaign's pricing plan

7. Klaviyo

7.1. Rating 

Klaviyo has scored 4.6 stars out of 5, which is considered exceptional. 

7.2. Features

  • 200+ Integrations
  • Real-time marketer-friendly segmentation
  • Real-time customer profiles
  • Custom Integrations
  • Immediately captures customer behavior

7.3. Pricing

Klaviyo's pricing plan

8. Keap

8.1. Rating 

Keap scored 4.2 out of five stars according to G2's latest ranking. 

8.2. Features

  • B2B capabilities
  • Automation 
  • Invoices 
  • Appointments 
  • Mobile App 
  • Quotes 
  • Internal Forms 
  • Text Marketing 

8.3. Pricing

Keap's pricing plan

9. Bloomreach

9.1. Rating 

Bloomreach scored 4.7 out of 5 stars, according to G2's latest rankings. 

9.2. Features

  • eCommerce search and merchandising focused on maximizing revenue
  • Build, manage, and personalize content 
  • Search Intelligence 
  • Site management 
  • Headless content 

9.3. Pricing

Bloomreach charges customers based on their requirements. It has on-demand custom plans tailored specifically to customer needs.

10. GetResponse

10.1. Rating

GetResponse has scored 4.2 stars out of 5, according to the latest rankings of G2. 

10.2. Features

  • Visual Workflow Builder 
  • Web Events 
  • Advanced Triggering 
  • Lead Magnet Funnels 
  • Quick Transactional Emails 

10.3. Pricing

GetResponse's pricing plan

11. Drip

11.1. Rating

Drip's latest ranking on G2 is 4.4 stars out of 5. 

11.2. Features

  • Forms and Popups 
  • Email Marketing 
  • Automation 
  • Segmentation and Personalization 
  • Insights and Guidance 

11.3. Pricing

Drip's pricing plan

Drip Charges on custom bases, based upon the customer's requirement, starting from $39 a month. 

12. Marketo

12.1. Rating

Per G2's latest rankings, Marketo has scored 4.1 stars out of 5. 

12.2. Features

  • Marketing Automation
  • B2B marketing & lead management
  • Consumer Engagement Marketing
  • Email & campaign management
  • Real-time Personalization
  • Personalize messages across channels
  • Marketing Management
  • Budgets & marketing calendar
  • Solutions
  • Email Marketing
  • Inbound Marketing
  • Up-Sell and Cross-Sell
  • Loyalty Marketing
  • Lead Generation
  • Event Marketing
  • Measure & Optimise ROI

12.3. Pricing

To get pricing for any of the Marketo packagings, you need to fill out a form and provide your business details like job title and organization size, and then you will get a pricing plan.

Marketo pricing plan


13.1. Rating

AVADA has an exceptional score of 4.9 stars out of 5, according to G2

13.2. Features

  • Automation 
  • SMS 
  • Newsletters 
  • Segments
  • Reports 

13.3. Pricing

AVADA's pricing plan


14.1. Rating

VBOUT has received 4.7 stars out of 5 on G2, which is a score to stand out! 

14.2. Features

  • Pipeline Manager
  • Meeting Calendar 
  • Inbox Connector 
  • Salesforce Integration 
  • Content Bank 
  • Predictive Email Sending 
  • AI Content generation

14.3. Pricing

VBOUT has two plans, yearly and monthly. The monthly professional plan comes for $100 monthly, and the yearly professional plan is billed at $1080/yr. Enterprise and Agency solutions are custom packages designed by VBOUT which are tailored as per the customer's need. 

15. Listrak

15.1. Rating

Listrak has a rating of 4.6 out of 5 per the G2's latest ratings.

15.2. Features

  • Journey Hub
  • Email Automation 
  • Text Message Marketing 
  • Growth Accelerator Platform (GXP)
  • AI Recommendations 
  • Behavioral Triggers 
  • Customer insights 
  • Predictive Analysis
  • Unified Customer Data 

15.3. Pricing

Listrak charges as per the requirement of the client. Customizable plans according to the need. 

16. Salesforce

16.1. Rating

Salesforce scored 4.3 out of 5 stars and is considered excellent. 

16.2. Features

  • Service Cloud Pricing
  • B2B Order Management 
  • Commerce Cloud Pricing 
  • Net Zero Marketplace integration 

16.3. Pricing

Salesforce's pricing plans

17. ManyChat

17.1. Rating

ManyChat has a rating of 4.6 out of 5, according to the latest ratings on G2.

17.2. Features

  • Advanced Automation 
  • Omnichannel Solution 
  • Custom Fields
  • Tags 
  • Sequences

17.3. Pricing

ManyChat's pricing plan

18. EngageBay

18.1. Rating

EngageBay has a rating of 4.6 stars out of a total of 5, which is considered excellent. 

18.2. Features

  • 360-degree Customer View 
  • CRM Database 
  • Macros 
  • SLA 
  • Tickets 
  • Views 
  • Web Forms 

18.3. Pricing

EngageBay's pricing plan

19. MoEngage

19.1. Rating

MoEngage has a rating of 4.5 stars out of 5 on G2. 

19.2. Features

  • Mobile Push Notifications
  • Email campaigns 
  • SMS Automation 
  • Whatsapp Native
  • In-App communications

19.3. Pricing

MoEngage has a custom pricing option. Depending upon the resources the customer wants, Moengage provides a demo and lets you select the number of emails you wish to purchase and customize your plan according to your needs. 

20. Edron

20.1. Rating

Edron has an exceptional score of 4.8 out of 5 stars on G2. 

20.2. Features

  • Marketing Automation Scenarios 
  • Personalized product recommendations 
  • Popups
  • Animated on-site layers 
  • Customer Support Hub 
  • Inbox Reports 
  • Push and Social Proof Notifications

20.3. Pricing

Edron offers a quote to the customers as per their requirements. 

21. Vendasta

21.1. Rating

Vendasta has a rating of 4.5 out of 5 stars on G2.

21.2. Features

Marketing Automation 

Project management 

Snapshot Report 


Workflow Automation 

Sale and CRM

21.3. Pricing

Vendasta's pricing plan


In conclusion, marketing automation tools have become essential to every marketing professional's arsenal. From email marketing automation and drip campaigns to advertising automation and mobile marketing, these systems have revolutionized how we approach marketing campaigns. With the ability to create personalized and targeted messages, businesses can now connect with their audience on a deeper level, ultimately increasing their ROI.

A smart marketing platform should make it simple for marketers to design and run their campaigns while also offering useful data that can be used to enhance subsequent initiatives. Businesses may streamline their marketing initiatives and spend less time on mundane chores by adopting marketing automation solutions, giving them more time to concentrate on more crucial areas of their operations.

Marketing automation is continually changing, even if digital advertisements and email marketing automation have been around for a long. New technology and tactics are developed daily, so marketing professionals must keep current to be competitive.

Author Bio

Ammar Mazhar

A voracious reader and a music lover, Ammar has been writing engaging and informative content for over 3 years for B2B and B2C markets. With a knack for writing SEO-optimized content, Ammar ensures the results speak for themselves.


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