Marketing Automation Tools: Best 21 Marketing Automation Tools for Small Business

By Tamon

It’s easy to collect and analyse few data but as business grows, and marketers need to deal with thousands of customers, thousands of purchase, manual analysis becomes complicated and impossible. Not only will you need hundreds of employees to handle your data, you may never get an accurate, precise and timely analysis. Thus the need for an marketing automation platform (MAP) or system.

After taking the decision to go automation, the next difficulty most businesses face is the problem of making the right choice of marketing automation tool for their business size. With the creation of more marketing automation tools on almost daily basis, selecting the right tool may be really intimidating.

With this guide, I’m going to help you simply that selection process by bringing the description of 21 of the most popular and widely used. (in no particular order)


1.      HubSport MAP

This is one of the most widely used marketing automation software, providing a variety of inbound marketing automation platform feature and capabilities. It’s suitable for small business owners, covering a range of integrated marketing automation tools spanning SEO, social, blogging, automated email marketing and more. HMAP is a comprehensive platform suitable for improving marketing effectiveness and marketing efficiency.

Key Features include:

  • Monitor leads, landing pages, and performance

  • Convert, track, and categorize leads

  • Use real-time data to provide relevant, content marketing experiences

  • Automate workflows around goals

  • Streamline content creation

  • Price $200 per month with free version available


2.      Marketo MAP

This is a multi-functional tool offering marketing automation, customer engagement, real-time personalization, and marketing management functionality, including budgeting tools and marketing calendars.

Key Features include: 

  • Management of automated email marketing and campaign

  • Lead generation

  • Measure and optimize ROI

  • Search marketing

  • Landing pages and forms

  • Website visitor tracking

  • Web and mobile personalization

  • Price $999 Basic and $1,499 Standard pre month


If you intend to start with the basics and upgrade into the more advanced functionality in the near future, it could be a good idea to start with a tool like Marketo so that you don’t have to switch over all your data and campaigns down the line.


3.   Eloqua MAP

One of the most comprehensive and expensive MAP available in the market. It’s fully loaded, provides an exceptional level of service, ranging from campaign management to lead management, targeting, segmentation, etc. launch campaigns in days, rather than weeks thus support initiatives, renewals, and events.

Key Features include: 

  • Create templates with respect to your marketing objectives

  • Event management and automation

  • Automate demand generation and content and email marketing

  • Webinars, up-sell campaigns, and more

  • Create landing pages and forms with intuitive editing tools.

  • Support automated email marketing campaigns and multi-channel

  • Used automated welcome emails to nurture contacts

  • Price $2000 basic and $4000 Standard per month


4.   Pardot (for B2B)/ExactTarget (for B2C)

MAP with system’s ability to target communications over multiple channels. Pardor/ExactTarget goes beyond email marketing and allows you to target messages to the dashboard of a customer’s car or mobile app notifications. It also provides a full automation platform for speeding channels and driving sales

Key Features include: 

  • Complete branded templates for automated email marketing

  • Form builders, search connectors, and landing pages

  • Connect all search campaigns in a single platform

  • Scoring, grading, and nurturing leads

  • CRM integration and real-time sales alerts

  • Segmentation wizard

  • ROI reporting

  • Robust, multi-channel social marketing

  • Price $1,000 Standard, $2,000 Pro and $3,000 Ultimate per month


5.   Customer.io MAP

The great thing about this tool is its lightweight UI and fast, personal customer support. Customer.io also allows you to send personal messages to your customers based on their interactions with your business website. A new player, but they’re growing very quickly and are definitely a company to watch.

Key Features include:

  • Flexible segmentation, customized based on any data

  • Send targeted emails

  • Page views, email activity, attributes, and events

  • Conversion tracking

  • Allows A/B testing

  • In-context conversations and rich customer profiles

  • Price varies (from $0 to $1,250 per month) based on number of people and email credit. 


6.   Genoo MAP

A comprehensive suite of marketing automation platform at an affordable price, and offers a centralized lead database, progressive profiling and lead capture forms, landing page creation tools.

Key Features include: 

  • Centralized lead database with unlimited leads

  • Intuitive landing page design

  • Content Management System (CMS)

  • Lead capture forms and progressive profiling

  • Lead segmentation upon capture

  • Comprehensive lead activity tracking

  • SEO competitive analysis

  • On-page SEO, third-party integrations

  • Price $199 Standard, $599 Premium and $1,499 Elite


7.   Lead Squared MAP

It helps in leads generation and conversion. It’s a comprehensive platform from creating landing pages for capturing leads to nurturing leads and from email marketing, identifying hot prospects, to results analysing. Also LeadSquared facilitates increased marketing effectiveness.

Key Features include: 

  • Create compelling landing pages

  • Automated lead scoring

  • Autoresponders for lead nurturing

  • Lead intelligence analytics

  • Integrates with a good number of apps and automation tools

  • Lead scores, behavior, geography, and other variables segmentation

  • Powerful reporting

  • Price $125 Basic, $250 Standard and $500 Enterprise per month


8.   Ambassador MAP

This simplifies referral tracking and management. Helps turns your local customers into brand ambassadors through custom campaigns and incentives.

Key Features include: 

  • Simple campaign builder

  • Event tracking for each campaign

  • Ambassador Groups and insights

  • Single dashboard reporting

  • Channel specific metrics

  • Automated emails and triggers

  • Automatic payout fulfillment

  • Price $99 Starter, $249 and Pro, $1,499 Enterprise per month


9.   GreenRope MAP

It provides a complete integrated CRM and marketing automation thus can be regarded as the ultimate dashboard for small businesses. It also helps in the management of every aspect of marketing and sales, and provides increased visibility into performance.

Key Features include: 

  • Trigger automation, analysis, lead scoring, prediction, and engagement

  • Automated email marketing

  • Event management and calendar booking

  • Project management

  • SMS marketing

  • Track every interaction at every customer touch point

  • Surveys

  • Social collaboration

  • Predictive analytics

  • Video tracking

  • Price $129 Starter, $149 Pro, $169 Powerhouse, $249 Magnificient, $399 Supreme and $499 Ultimate per month


10.      Zoho MAP

This CRM allows a 360 degree view of your sales cycle and channels, enabling you to spot opportunities, identify trends, and easily close more deals. It also helps grow your company into a customer-centric organization by streamlined customer relationship management and marketing efficiency automation tools.

Key Features include: 

  • Automate daily business activities

  • Filtered activities and prospects lists

  • Clear visibility of your sales cycle

  • Communicate and engage with prospects and leads through multiple channels

  • Extend solution by integrating with other third-party automation tools

  • Capture leads from your website

  • Real-time visitor tracking

  • Align business goals, strategies and objectives with sales efforts

  • Price $12 Standard, $20 Pro, $35 Enterprise and $50 CRM Plus per user/month


11.   Constant Contact MAP

This is a reliable automated email marketing tool for small businesses. It’s great at providing basic functionality in a way that is very easy for even non-technical users to take advantage. The ease of use and affordable Price are its biggest differentiators.

Key Features include:

  • Monitor leads, landing pages, and performance

  • Streamline content creation by content management system

  • Create automated workflows around your goals

  • Provide relevant, content marketing experiences

  • Convert, track, and categorize leads

  • Price $15 per month with free version available


12.   Active Campaign MAP

Allows a seamless experience to improve marketing efficiency, marketing automation, sales, active Campaign helps you grow your business with email marketing, and customer relationship management solutions.

Key Features include: 

  • Gets behavioural and personal data about contacts

  • Automated email marketing

  • Track page visits and custom events

  • Customized marketing automation with branches, conditions, and triggers

  • Segment based on advanced or basic logic

  • Initiate dynamic content campaigns

  • Customization email contents based on user interactions

  • Real-time social analytics

  • Price $9 Basic, $49 Plus, and $149 Enterprise per month


13.   Mail Chimp MAP

Provides flexible features to streamline automated email marketing, helps automate marketing activities by keeping you in touch with the prospects and leads or customers who matter most to your business.

Key Features include: 

  • Personalized marketing via emails

  • Email marketing automation

  • Automated welcome emails

  • Behavioral targeting

  • Trigger emails based on signup date, and website activity

  • Monitor engagement

  • Provide retargeting

  • Price $25 Basic, and $425 Pro per month with Free vision for growing business available


14.    Asana MAP

This helps to organize your team and keeps your marketing activities on course for improved marketing effectiveness. Re-unite team communication, from the ground-up, thus you can prioritize your most vital tasks, coordinate team, and streamline workflows for better results.

Key Features include: 

  • Visualize team goals and milestones

  • Create, assign, and manage tasks

  • Generates automatic updates about important tasks

  • High-level, project-view dashboards

  • Price $21 Pro with Free version available


15.    Gliffy MAP

This allows you to create high quality flow and organizational charts, network diagrams, UML diagrams, wireframes, and technical drawings. It also works directly in your web browser with a variety of capabilities you can use to visualize marketing workflows to improve marketing efficiency.

Key Features include: 

  • Create professional diagrams quickly

  • Organize workflows in intuitive diagrams

  • Create site maps, organizational charts, SWOT analyses, and wireframes

  • Allows collaborate or communication with anyone who has access to a web browser

  • Price Free


16.    Jumplead MAP

This automates the lead capturing and nurturing process. This is achieved by converting your website visitors into leads, then nurturing them into customers. It also offers everything from lead tracking to CRM, automations and analytics.

Key Features include: 

  • Contacts CRM

  • Lead tracking

  • Landing pages

  • Behavior-triggered actions

  • Automated email marketing

  • Integrations with WordPress, Zapier, and Salesforce,

  • Keyword position tracking,  and analytics

  • Price $49 Solo, $99 Starter and $199 Pro with Free version available


17.     Simply Cast MAP

This is a leading customer flow communication platform that offers multi-channel communication, marketing automation, and inbound marketing combined in a streamlined tool to increase marketing efficiency. It also offers a robust set of automation tools and functionality for complete marketing automation.

Key Features include: 

  • Third-party CRM integration

  • Activation cross-check

  • Drag-and-drop interface

  • Easy multi-channel integration

  • Data input automation

  • Autoresponder capabilities

  • Decision-based sending

  • Customizable selection fields

  • Time filters

  • Lead nurturing

  • Price (contact customer service for quote)


18.     Drip MAP

This is a lightweight marketing automation platform, enabling you to craft every interaction with your propects, leads, customers, and trial users to improve results. A simple gadget you can install in less than 10 minutes, Drip dramatically improves leads generation.

Key Features: 

  • Send targeted emails based on events

  • Marketing automation

  • HTML and plain-text emails

  • List management

  • Automate email courses based on existing content

  • Price $49 Basic and Free two weeks trial version


19.      Leadsius MAP

This is a sophisticated marketing automation solution. It empowers marketing teams to achieve exceptional results with a variety of marketing efficiency automation tools and functions. It’s also an on-demand model with no fees for set-up, training and integration.

Key Features include: 

  • Lead qualification

  • Lead nurturing

  • Automated email marketing

  • Landing page and web form creators

  • Lead management

  • Contact database

  • Lead analysis and reporting

  • Website visitor tracking

  • Price $295 Starter, $595 Pro and $1,195 Enterprise with free version available


20.     Infusionsoft MAP

This is a sales and marketing software that caters for the needs of small businesses with an integrated marketing and sales software solution combines eCommerce, marketing automation, CRM, and payment solutions with a growing apps marketplace, integrations, and partners.

Key Features:

  • Organize your contacts and speak to their needs by behavioral data collection.

  • Capture more leads

  • Improve conversion rates

  • Provides max engagement while minimizing workload with marketing automation

  • Automated follow-ups

  • Automate lead capture and follow up

  • Allows communications based on email sends, clicks, form submissions, opens, and payment history

  • Send messages relevant to customer needs

  • Award-winning automation software

  • Price $199 Essential, $299 Deluxe, $379 Complete and $599 Team per month


21.     AdRoll MAP

This is a widely used retargeting platform, which helps you re-engage leads and customers with ads across social media, mobile, and the web. It’s also a cross-device, cross-platform retargeting automation solution, flexible segmentation, and you can provide customized experiences that dramatically improve marketing efficiency.

Key Features include: 

  • Retargeting across mobile, website and social media.

  • Cross-device, cross-platform retargeting

  • Dynamic LiquidAds

  • Transparent analytics

  • Flexible segmentation

  • Expert conversion reporting and optimization

  • Price (contact sale agents for quote)

This is a great collection and summary of key features. It’s important to note that there is no one fit all marketing automation tool. Therefore, you might have to select your automation tools in combination based on your goals and objectives.

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