Top Free Marketing Automation Software

Check out our list of free Marketing Automation Software. Products featured on this list are the ones that offer a free trial version. As with most free versions, there are limitations, typically time or features.

If you'd like to see more products and to evaluate additional feature options, compare all Marketing Automation Software to ensure you get the right product.

Results: 89
(6,446)4.6 out of 5
Optimized for quick response
Entry Level Price:$9 Per Month - Paid Yearly

ActiveCampaign's category-defining Customer Experience Automation (CXA) Platform helps over 130,000 businesses in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to hundreds of pre-built automations that combine email marketing, marketing automation, CRM, and machine learning for powerful segmentation and personalization across social, email, messaging, chat, and text. Over 70% of ActiveCampaign's customers use its 300+ integrations inclu

There are many customizations and the customer service is prompt. Their live chat has been very helpful. They also have automations which help with... Read review
The advanced logic capabilities are great and exactly what we were looking for. This is far and away the best benefit in my opinion (note: we are... Read review
(6,392)4.4 out of 5
Optimized for quick response
Entry Level Price:$0

HubSpot is a leading growth platform. Since 2006, we have been on a mission to make the world more inbound. Today, over 68,800 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to Grow Better. HubSpot Marketing Hub has everything you need to run successful in

Flexibility in design and reporting. Marketing hub makes it easy to execute beautiful marketing assets like email campaigns, landing pages, and... Read review
Joan L.
The biggest benefit of HubSpot by far is having all your marketing tools in one place, making it easier to manage your assets and contact... Read review
(1,051)4.1 out of 5
Optimized for quick response
Entry Level Price:$79 /month

Step up to all-in-one sales & marketing software designed for growing service-based businesses, ranging from entrepreneurs and startups to larger teams. Our platform organizes your customer information and daily work in one place, freeing you up from repetitive tasks so you have more time to focus on growing your business and delivering great service.

Campaign builder is the top of my list. It is so much easier to automate marketing with a visual builder. Read review
Spencer H.
There are many many features to enjoy about keap. It includes invoicing, pipeline creation and great deal management. However, my personal... Read review
(616)4.1 out of 5
Optimized for quick response

GetResponse is a comprehensive marketing software platform that helps you create content, boost sales, and increase traffic to your website. Integrated email marketing, autoresponders, and landing pages let you automate essential tasks and launch effective marketing campaigns. Advanced analytics make it easy to track conversions, leads, and ROI, and learn what your customers want. Customizable template scenarios do the work for you – no coding necessary.

GetResponse has a friendly UI and allows you to manage campaigns easily. It also has attractive templates to create the content of the messages. It... Read review
Price point for the basic plan was great. Easy to use format and straightforward, so it seemed. Read review
(536)4.6 out of 5
Optimized for quick response
Entry Level Price:0 USD/ Mo

Join fellow ecommerce businesses who choose Omnisend’s email & SMS marketing to increase their sales, not the workload. Full integration with ecommerce platforms, pre-built automation workflows, and intuitive, no-code editing make it easy to get up & running without diving into the gritty details - unless you want to. More than 50,000 ecommerce brands use Omnisend to grow their businesses on autopilot, converting their customers with quick-to-build, highly-relevant emails & texts.

Omnisend is really easy to use. It is very well developed and at an affordable price. The analytics and revenue tracking is one of the best things... Read review
Vinod R.
Analytics and Reporting Cost Easy to use Read review
(491)4.6 out of 5
Optimized for quick response

What do sophisticated D2C brands like ColourPop, Huckberry, and Chubbies all have in common? They rely on Klaviyo to supercharge their growth. Klaviyo is a growth marketing platform that helps you deliver more personalized experiences across owned marketing channels like email, SMS, in-app notifications, and web. And the results speak for themselves—brands have made more than $3.7 billion in revenue through Klaviyo in the last year alone. Creating deeper, higher-value customer relationships

Alex C.
I was originally using MailChimp for my online business because of its easy integration with Shopify and cheap rates. In my opinion, Klaviyo offers... Read review
It has many attractive templates to consolidate great email marketing work. It has given a lot of continuity and success to the advertising... Read review
(415)4.4 out of 5
Optimized for quick response

Drip is a marketing automation engine, giving marketers the tools they need to build stronger and more profitable relationships with their customers at scale. More than 27,000 marketers around the world utilize Drip's comprehensive tracking, hyper-segmentation, and robust email marketing automation to grow their businesses. Graduate from simple email platforms, bloated CRMs, and overhyped marketing automation tools, and make more money with Drip.

Peter C.
The UX is clean and the automation workflow is very well implemented. It's very easy to create quite complex user workflows and rules based on data... Read review
Benjamin C.
First, the price. It's very affordable for what it does. And it's also great for ecommerce shops with their automations. Read review
(4,391)4.4 out of 5
Entry Level Price:$0

Mailchimp’s all-in-one Marketing Platform helps small businesses market smarter so you can grow faster. As the backbone for your customer relationships, they provide AI-powered, user-friendly tools anyone can use to be successful. Mailchimp puts your audience at the center so you can send marketing emails and automated messages, create targeted ad campaigns, build landing pages, send postcards, facilitate reporting and analytics, and sell online. Millions of businesses and individuals - from com

Simon W.
The email automations based on website user behaviour Read review
MailChimp's new All-in-One marketing Platform is easy and well supported. The on-line support is current and clear. They also make available a... Read review
(376)4.5 out of 5
Optimized for quick response
Entry Level Price:$49 Per Month

Autopilot is marketing automation software made visual. We help you capture and convert new leads, connect with customers, and create loyal repeat buyers. LAUNCH IN MINUTES Autopilot’s visual canvas for creating customers journeys is inspired by drawing campaigns on a whiteboard. Whether you need to follow up with new contacts, qualify and assign leads to sales, or onboard customers, you can automate your marketing simply by dragging and connecting shapes together in just a few minutes. INTE

Andy M.
-UI -UX -Large number of native integrations -Freedom to create own fields, flexibility with filters, triggers (including customized API calls)... Read review
alexandra w.
It has a user interface that is easy and simple to use, which greatly simplifies its use. The customer support service is great, the fact that I... Read review
(398)4.3 out of 5
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dotdigital (formerly dotmailer) is a global leader in customer engagement technology and Engagement Cloud is its platform: the preferred choice for growing businesses and ambitious brands. The platform’s impressive features empower over 80,000 marketers across 150 countries to acquire, convert, and retain customers at scale. Users can connect with CRM and ecommerce systems, surface powerful data, and automate intelligent cross-channel messages that resonate with audiences. Established in 1999, d

Our experience has been satisfactory, however they should make improvements in the customization of the templates we use to send emails. This does... Read review
The Dotdigital system is clean, a new updated system free of any obsolete features, for us it is a very nice tool and I like to use the campaign... Read review

Higher Logic Marketing Automation Enterprise powered by Real Magnet is a leading marketing automation platform that helps businesses attract, engage and deliver better email, marketing, social and mobile campaigns. Higher Logic simplifies marketing automation with its intuitive design, seamless integration with leading CRMs and dedicated consultative team that ensures smarter engagement. Higher Logic's easy-to-use platform, intelligent productive analytics, and exceptional email deliverability

Kelly W.
I like the flexibility, the fact that we can have many users at once, and the basic functionality that RealMagnet provides. I also really like the... Read review
Corey L.
Real Magnet is a tool that's easy to use and offers good flexibility. There are enough options to develop any flexible template of your choice, and... Read review

LeadSquared is an end-to-end marketing automation software, helping 1000+ businesses worldwide push leads faster down the sales funnel and build meaningful prospect relationships. With LeadSquared, businesses can: • Reduce lead leakage to zero with landing pages, connectors, APIs and more • Understand intent with 360-degree user profile, behavior, activity + social tracking and more • Identify a user’s intent to buy with tracking and trigger engagement actions • Pre-build user behavior + engage

It's really cost effective and works well for our small business clients. And it's super easy to use, very simple interface that doesn't complicate... Read review
Andre Y.
It offers marketing automation features found in systems like HubSpot or InfusionSoft but for a fraction of the price. The drip marketing... Read review
(155)4.8 out of 5

RD Station Marketing is a platform that helps medium and small businesses manage and automate their Digital Marketing strategy. With it, customers drive attract traffic, convert this traffic into business opportunities and drive more sales.

Miguel R.
Its interface is friendly, the email and landing pages modules, drag and drop, are acceptable in relation to its price Read review
Diego G.
The cost-benefit ratio and the features that let me automate processes in marketing and sales.RD Station allow the team to make fast and reliable... Read review
(158)4.3 out of 5

GreenRope is your one-stop shop to help you with sales, marketing, and operations. GreenRope includes advanced marketing automation capabilities, sales force automation, and a tool box of features to help manage and operate your business. GreenRope is a company built around providing exceptional value to our customers. In the past 14 years, we have evolved from being one of the first email marketing service providers to being the only Complete CRM on the market. Combining sales, marketing, a

Mike H.
Greenrope gave us a generous free trial and spent a lot of time with us answersing questions and showing us how the product worked before we had to... Read review
The price for the functionality is great. Read review
(160)4.4 out of 5

SALESmanago is the only no-code, AI driven CDXP (all in One Customer Data Platform & Customer Experience Platform) used by 2000+ midmarket and large Enterprises in 50 countries including Starbucks, Vodafone, Lacoste, New Balance, Victoria’s Secret and many other global brands. Financial Times ranks SALESmanago as the fastest growing marketing automation platform in Europe. SALESmanago is harnessing the full power of first- and zero-party data, combining advanced analytics and AI Hyperperson

Erika G.
It is very complete and while others charge for each functionality, at SALESmanago we have all the tools and functionalities available to enhance... Read review
This platform allows you to improve the entire process and development of email marketing through the creation of dynamic content for marketing on... Read review
(277)4.1 out of 5
Entry Level Price:$0 per month

Agile CRM is a fully integrated CRM with sales tracking, contact management, marketing automation, web analytics, 2-way emails, telephony, helpdesk with a clean modern interface. With Agile CRM, SMB's can now: - Automate their marketing, sales and customer retention process with simple and powerful drag-drop editor - Convert website visitors directly to leads in the CRM - Nurture, track and score leads automatically based on web or email activity - Enable multi channel communication with th

We used the free version of Agile because we only had 5 users. It did logging, tracking and tasks really well with a neat interface. We also ended... Read review
All the features are integrated including CRM, marketing automation, and contact activity tracking. The program also supports service desk... Read review
(123)4.3 out of 5
Entry Level Price:$79 /month

Ontraport is an all-in-one integrated platform that delivers essential business features, including a powerful CRM system, marketing automation, membership sites, one-click WordPress hosting, outstanding email delivery, payment processing, direct-mail printing, affiliate management, and our innovative business automation suite.

Easy to use. Powerful. Very cost effective. Read review
Very responsive and chat feature, where they answer your questions quickly. Read review
(102)4.8 out of 5
Entry Level Price:$100 /mo

VBOUT is a marketing automation platform that offers many tools and features to help business owners and marketing professionals centralize and automate their tasks in a simple and smart way. The platform has an easy drag-and-drop landing pages and forms, visual customer journey builder, social media management and email marketing tools. In-depth native analytics and user tracking are provided, giving marketers full view of their contact's engagement and campaign performance. VBOUT provides agen

In relation to other platforms, it seems to me that Vbout is very enriched thanks to its tools that provide greater solutions for your company to... Read review
Drake J.
VBOUT is a versatile showcasing robotization stack for lean advertising groups. VBOUT spares time and expands effectiveness by consolidating a few... Read review
(104)4.5 out of 5
Optimized for quick response
Entry Level Price:$800 per month

Experience the Net-Results Marketing Automation Platform — all the features you need, with the support you want, at a price you'll love. Execute on your digital marketing strategy with the features and technical flexibility you need to make your marketing campaigns really work. Plus, Net-Results’ best-in-class tactical consultation, training, and support is always included, no extra cost!

Todd L.
The best thing about Net-Results is their support department. We moved over from a different platform and they're support team is 100x better than... Read review
Net-Results is simple and handles the basics well. The sales and support teams are unparalleled! They gave me a very long free trial that helped me... Read review
(97)4.5 out of 5
Entry Level Price:$0 month

Platformly is a powerful yet easy to use business management and marketing automation tool for busy business owners who are focused on growth. Platformly makes marketing attribution easy by precisely tracking interactions across different campaigns and channels throughout your entire marketing funnel. It helps you understand in unparalleled detail which marketing activities drive the most sales, who your most loyal customers are and what drives growth. BUSINESS DASHBOARDS Dashboards provide yo

Alessandro M.
Easy to use Better price Automation strategy Read review
Marcell C.
Platformly is a Easy to use marketing automation system that makes managing different aspects of your busy very simple. It has a clean UI and... Read review
(100)4.2 out of 5
Entry Level Price:$150 0 to 12,000 profiles is a marketing platform for sending targeted and automated emails, push notifications, and SMS messages to engage and retain an audience. is a marketing platform for sending targeted and automated emails, push notifications, and SMS messages to engage and retain an audience. Harnessing real-time behavioral data and advanced segmentation across web and mobile channels, empowers marketers to send contextually-relevant communication that creates a great customer

Amy B.
With I have automated the sending of emails, achieved more subscriptions to my list and my social networks YouTube, Instagram and... Read review
WL is a great software, in a very practical way it automates the sending of emails, being very flexible its use. Another feature that I... Read review
(108)4.4 out of 5
Optimized for quick response

MoEngage is an intelligent customer engagement platform for the customer-obsessed marketer. We help you delight your customers and retain them for longer. With MoEngage you can analyze customer behavior and engage them with personalized communication across the web, mobile, and email. MoEngage is a full-stack solution consisting of powerful customer analytics, AI-powered customer journey orchestration, and personalization - in one dashboard From Fortune 500 enterprises such as Deutsche Telekom

Very user-friendly interface 2. Much convenient (Basis my experience with previous engagement tool) 3. Can send engagement campaigns to multiple... Read review
Febriyana .
Love how easy Moengage do targeting and personalize our costumer. The dashboard also quite help marketers doing marketing automation seamlessly. We... Read review
(168)4.5 out of 5
Optimized for quick response
Entry Level Price:$0 Month

Our all-in-one sales and marketing platform combines email marketing, CRM and marketing automation to turn emails into conversations, website visitors into handshakes, and customers into raving fans. We also provide marketing agencies an alternative solution for their small business clients. Sign up free today!

Using tags and automations are simple. Maybe too simple for some Read review
Terri G.
Easy for our sales staff to use which ranges in age from 22 to 86. Read review
(102)4.6 out of 5
Entry Level Price:$0

ManyChat is the #1 platform for Chat Marketing in the world. Starting in 2016, ManyChat has been used by hundreds of thousands of businesses worldwide for automating their Facebook Messenger Experience for their FB pages. With the ability to send SMS and Email now directly through ManyChat, businesses can create full automation sequences and reach their customers across multiple platforms. This is what Chat Marketing is and what ManyChat is.

Since our agency is focused in providing marketing solutions for small business, ManyChat (even in its free versions) help us delivery great... Read review
Eliseu M.
Is a very easy to understand app. Very powerful. And integrates very well with Facebook. The free version is very good and I am very much decided... Read review
(65)4.5 out of 5
Entry Level Price:From $75 per month

Delivra, a CM Group brand, is an email marketing software platform that has helped organizations execute effective marketing campaigns for more than 15 years. Known for its industry expertise and unrivaled customer service, Delivra helps businesses engage in meaningful conversations with customers that produce tangible results. Delivra empowers organizations to achieve business goals through a suite of professional services, including strategic campaign consulting, email design, content strategy

It is a marketing software that is very intuitive and comfortable to use. It contains a free trial for all the tools. Being a customer relationship... Read review
Delivra is a sophisticated tool which is designed to manage automated email marketing campaigns. It has a wealth of tools that allow users to... Read review
(63)4.7 out of 5
Entry Level Price:0 $

Automate your marketing and sales processes in no time. Build an automatic conversion machine with more advanced workflows that create an individualized experience for every contact, no matter how big you get! Track customers through the purchase process using lead scoring and set your new customers up for success with an onboarding workflow that adapts to their behavior and needs. Be as precise as you want by creating the custom automation workflow of your dreams. Test two different paths usi

Price & Service! Sendinblue has the best price-value ratio to handle my email campaigns and have close contact with my audience Read review
Sendinblue Premium is a very easy to use email campaign platform. On the low end of their subscription service, you are allotted 60,000 emails per... Read review
(55)4.5 out of 5
Entry Level Price:$0 per month

ActiveDEMAND is a flexible marketing platform for digital marketing agencies and marketers. ActiveDEMAND packages range from the full-featured call tracking application for the small business marketer to the powerful Marketing Agency Portal designed for digital marketing agencies with multi-client management needs. Engage and track prospects using the integrated, comprehensive call tracking module, do more with built-in email templates, landing pages and social media. Convert leads and prospect

I like the idea of a database management program that allows an intelligently devised process from receiving a contact to following up with useful... Read review
Al M.
It's all inclusive. You can have everything on one dashboard. So, no more logging into multiple accounts. And, the analytics are great. You can... Read review

Our marketing automation software provides a range of beautiful features to Zymplify your life. We help businesses grow and reach new customers through multi-channel campaigns. Turning strangers into prospects and prospects into customers. All from one easy to use dashboard. Prospecting tools allow you to find contact details for those showing buyer intent in your industry or for any prospects you want to target from LinkedIn. Website visitor tracking allows you to identify unknown website vi

I like how simple the user interface of their website is! And the tool is very useful for creating leads. Read review
The all inclusive marketing and sales automation capabilities of this software make it invaluable Read review
(49)4.7 out of 5
Entry Level Price:0

eSputnik is a web-based Marketing Automation Service that allows you to manage cross-channel messaging campaigns via Email, SMS, Web Push, Viber and other instant messengers. Features for advanced eCommerce projects: - dynamic content depending on stock availability, geo, browsing history or by feed - conditional dynamic blocks targeted on additional data enrichment - dynamic message content queue prioritization based on previous behavior - messaging frequency control - high server/ip reputati

Denis P.
I like eSputnik because it is a multi-purpose tool for emailing and internet marketing able to engage your clients not only via Email but through... Read review
Liubov Z.
We have been using eSputnik for more than two years and can safely say: this tool includes everything you need to launch your email campaigns the... Read review
(44)4.4 out of 5
Entry Level Price:$3,999 per year

AI powered Business Growth Platform that offers a unique and in-depth integration with Salesforce, SugarCRM and SuiteCRM. INBOX25 unleashes and connects every digital engagement channel to build a truly data-driven marketing and sales program. The platform enables the deployment of a wide range of digital tools to Attract, Capture, Nurture & Analyze a firm's marketing database throughout the entire lifecycle; from prospect to brand loyalist. Delivering personalized customer experiences throu

Kim C.
Inbox has amazing features that other platforms do not - particularly in their price range. I really appreciate the integration and workflows with... Read review
Sreyas D.
Great team of people deploying a solution that cleanly integrates with Sugar/SuiteCRM, we're especially thrilled about inbound lead management for... Read review

Top 10 Free Marketing Automation Software in 2021

  • ActiveCampaign
  • HubSpot Marketing Hub
  • Keap (formerly Infusionsoft)
  • GetResponse
  • Omnisend

Learn More About Marketing Automation Software

What is Marketing Automation Software?

Marketing automation software allows companies to optimize their marketing strategy by automating marketing tasks such as email marketing, social media posts, and lead generation.

The automation of these tasks is made possible by creating an automation workflow. A workflow serves as the path that triggers one marketing task after another. An example of this would be when a new customer creates an account on your website, which triggers a welcome email to be sent out to them. Once that welcome email is triggered, product announcement emails are sent, then sale announcement emails, and so on. Each step in the workflow is prompted automatically by a previous step, so no one has to do each step manually. The workflow can then be shaped around any marketing task, whether that is social media management, lead acquisition, or A/B testing.

With this in mind, marketing automation software is not a one-off function that can be automated for years on end. Workflows must be manually updated so the marketing material remains relevant and engaging for customers. While the actual function of email marketing can be automated, the content of the email must be updated with current offerings, company updates, or other relevant information.

Key Benefits of Marketing Automation Software

  • Measure campaigns to optimize, justify, and prioritize initiatives
  • Reduce time spent administering marketing programs and completing tasks
  • Improve close rates with timely and relevant engagement
  • Boost brand and messaging consistency across campaigns and channels via templates and standards
  • Shorten sales cycles with quicker response times
  • Customize marketing to each customer’s needs
  • Create scheduled and automated activities for around-the-clock engagement without manual effort

Why Use Marketing Automation Software?

Marketing automation tools allow you to spend more time focusing on creative solutions while increasing your close rate and improving the quality of your leads. This software helps develop your business and lets you focus on more pressing aspects of day-to-day functions. For starters, you will be able to reduce your staffing costs by a considerable amount; lead nurturing and marketing campaigns can be run automatically instead of manually, enabling your business to potentially send thousands of personalized emails a day without lifting a finger. This type of automation also helps your sales activity dramatically by improving your lead management and prioritization, which usually results in a better ROI. In addition, marketing automation tools hold your marketing and sales teams accountable for their performance with concrete data points, giving you the ability to adjust and improve your business strategies.

Key Business Problems Solved with Marketing Automation Software

  • Create more targeted, well-informed content
  • Provide overall message direction based on customer data
  • Customize messaging across a customer base
  • Personalize messaging without manual entry
  • Reduce staffing and labor costs

Who Uses Marketing Automation Software?

Small businesses and large enterprises alike can benefit from marketing automation software. If you are a small business, you can directly benefit from marketing automation tools without having to increase your headcount, which can be especially important for companies with a small workforce and limited hiring capital. While the initial setup requires an investment of time to customize your platform, the overall result will be a significant decrease in tedious marketing tasks and a more effective sales cycle. From a small-business perspective, it’s exceedingly important to be effective and intentional with the finite amount of resources at your disposal. Marketing automation tools will allow your staff to make the most out of the hours allotted to them, freeing up time for creative solutions instead of repetitive tasks. These tools can optimize your staff’s time, allowing for a more effective business strategy.

Marketing teams — Marketing automation tools allow marketing teams to automate tedious tasks, organize workflows, and collect more customer data. By automating marketing tasks like email marketing, lead generation, and digital advertising, marketing teams save plenty of time and are able to focus more time on analyzing their data. Spending more time with this data results in a more effective marketing strategy.

Sales teams — Marketing automation software allows sales teams to leverage marketing data to identify qualified leads, analyze customer sentiment, and establish better communication with customers. When sales teams understand what leads have expressed a major interest in the product, they can reach out to customers based on actual data and turn cold calls into warm calls. With marketing automation data, sales teams can also be notified when the best time is to reach out to their leads. If leads are on a pricing page, this can trigger an alert to a sales rep to reach out to that lead and talk them through the product offering.

Content managers — Content managers can use marketing automation software to automate the content publishing process. This allows content marketing teams to schedule posts for the most effective times during the day, which can drive more visibility for their content.

Kinds of Marketing Automation Software

Marketing automation software is an umbrella term for any software that allows companies to automate or streamline their marketing efforts to improve operational efficiency and increase revenue. With this in mind, many tools that businesses use on a day-to-day basis contain marketing automation functionalities, including CRM and email marketing tools. However, while many tools provide marketing automation, these products may vary in their focus and breadth of features. Below are some of the different focuses you may find in a marketing automation solution:

Inbound marketing automation — Inbound marketing automation is designed for marketing teams that focus more on content management. This usually translates to teams that write blogs or post social media content to attract new customers. Within inbound marketing, some examples of tasks that can be automated include marketing analytics, reputation management, social media monitoring, and sales lead generation. The automation of these aspects frees up time for marketers to analyze the customer data and make informed decisions on how to improve marketing strategies.

Lead management and nurturing automation — With lead management and nurturing automation, sales teams can automate the process of acquiring and qualifying leads based on which are most likely to convert. This is particularly useful for sales teams, as users capable of setting parameters for what constitutes a qualified lead. This may be when prospective customers visit your product page three times, or it may be when they only come once. You get to decide when the automation tool triggers a sales notification that will alert sales reps to reach out to qualified leads and close a sale. With this tool, sales reps can save plenty of time by focusing on only the most qualified leads.

Pricing automation — E-commerce websites and online retailers can use pricing automation tools to close more sales. If a customer has come to your website and has been browsing a certain product multiple times, then it is very likely that they are considering buying that product. With pricing automation, retailers can automatically drop or raise prices based on interest or repeated product page visits. This allows retail sites to close more deals by offering customers a price point that they are willing to settle on.

B2B (business to business) vs. B2C (business to consumer) — Both B2B and B2C companies can experience value from using marketing automation software to send more personalized, timely, and relevant messages to consumers. B2B and B2C businesses do, however, have differing needs that must be met from this type of software. First, B2B companies have considerably longer buying cycles, and the decision process involves more steps. Additionally, B2B buying decisions are not typically made by just one individual; there are often numerous decision-makers that conduct extensive research before making a purchase. Meanwhile, B2C consumers typically make decisions on an individual basis and generally make buying decisions faster than B2B consumers. These differences impact a business’ marketing strategy, the channels in which they reach their consumers, and the types of content that get automated. Consequently, B2B and B2C companies consider marketing automation software features differently.

B2B companies leverage marketing automation software to assist in nurturing their leads throughout the sales cycle and look for features like integration into their CRM, lead scoring, and high-quality data (i.e., no duplicate contact records). B2C companies focus on the customer journey and making data-driven, predictive recommendations for products or services, typically requiring features such as retargeting, retention marketing, and personalized cart and browse abandonment messages. Since B2C companies typically experience a shorter sales cycle, personalization of their websites and messaging is of utmost importance; the marketing automation software they choose to implement typically needs to integrate with e-commerce sites. In contrast, while nurturing their leads, B2B companies use marketing automation software to send educational and event-based emails to increase brand awareness. Finally, the channels in which B2B and B2C companies reach their consumers differ. Both B2B and B2C businesses rely on email marketing, but B2C businesses often use other channels as well. That being said, they often look for marketing automation software than can support automation with other channels, including SMS, push notifications, and social media messaging.

Marketing Automation Software Features

Email marketing — One of the main functions of marketing automation software is the automation of email marketing. For example, once a customer signs up for your company’s newsletter, marketing automation takes over and can start sending out email marketing campaigns based on events, online activities, and lead scores. Email marketing functions also automate the personalization and branding of marketing emails. This way, each email that gets sent out is a personally addressed letter to whomever signed up for your newsletter.

A final important function of email marketing automation is managing email deliverability.This ensures inbox delivery and includes opt-in management, bounce handling, unsubscribe processing, suppression lists, email preview, spam checking, link validation, and delivery monitoring. This way, businesses can focus on analytics and profit rather than manually attending to every customer need.

Social media marketing — Marketing automation software allows businesses to automate the process of managing a social media campaign, which can increase customer engagement and visibility for your brand or product. With automation tools, you can schedule automated posts such as polls, sweepstakes, and referral programs. Then, marketing automation software can evaluate the customer sentiment of your posts by measuring likes, comments, replies, and retweets. Not only does this help raise brand awareness, but it also allows users to see how their brand is being perceived.

Lead management — Using marketing automation software to manage leads is one of the most effective ways to attract new customers. With lead scoring and grading features, marketing automation software can automatically qualify and score leads based on demographics, as well as prospect online behaviors like recency and frequency. Additionally, businesses can automate drip marketing campaigns that send relevant messages over time, based on prospect behaviors and predefined campaign steps. Automated behavior tracking then tracks which emails a prospect opens and clicks, what web pages they visit, and what keywords they use. All of these lead management tools allow businesses to collect and analyze prospect data without having to do the leg work of manually assessing each customer lead.

Advertising automation — Marketing automation tools can lead customers down the sales funnel by automating when leads see certain advertisements. If customers are revisiting a product page multiple times, this triggers your marketing automation software to present the customer with product advertisements based on where they are in the sales funnel. If they are strongly considering buying the product, then this might trigger a sales advertisement, or if they have been looking at competing products then this might also trigger an advertisement from your website. This helps to keep your product visible so customers always consider purchasing your product, even when they are considering another product as well.

Workflow management — Workflow management automates a process that typically requires intervention by several different users due to its series of steps. Administrators can write rules to determine who, and when, a user needs to complete a step. This also includes notification of users when they need to take action, which creates one fluid workflow that is meant to lead customers through the sales funnel, all the way from awareness to purchase.

Mobile marketing — To supplement both email and social media marketing, marketing automation tools also have the capability of automating mobile marketing. Users can communicate with customers by sending out push notifications, wearable device notifications, or Apple Wallet and Google Pay notifications. This way, even when apps or websites aren’t open, you can still send mobile notifications so customers are alerted with sale alerts, product announcements, new features, etc.

Potential Issues with Marketing Automation Software

Over-automating — One of the common pitfalls of using marketing automation software is over-automation, when companies fall under the misconception that marketing automation software is a fix-it-all solution that you can “set and forget." Marketing automation, like many other innovative technologies, works better with human expertise and management. This means consistently monitoring workflow automation in order to reflect new offerings from your business.