Top 10 Marketing Automation Software + How to Choose the Right One

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Digital marketing is increasingly becoming complex as marketers juggle numerous channels, publish more content, and manage vast data. Marketing automation helps manage repetitive tasks, cutting down time and allowing marketers to focus on more critical tasks. 

Statista revealed that marketing professionals consider marketing automation one of the most effective marketing strategies, second to content marketing. A HubSpot State of Marketing report claims that 76% of companies used automation for marketing more than they did for sales or finance. 

The heavy workload of marketers necessitates the use of automation tools not just to reduce the workload but to increase their productivity and efficiency. As marketing campaigns become bolder and reaching customers becomes even more complex, it’s no longer a question of whether you need an automation tool or not. It’s already a question of what tools will suit you best. 

Check out our list of the best marketing automation software to solve various aspects of marketing campaigns. 


Top Marketing Automation Software in 2023 + How to Choose the Right One:


10 Marketing Automation Tools to Grow Your Business in 2023 

Depending on the nature and scale of your marketing campaigns, you’d discover that some tools are better suited than others. We list the top tools for each type of marketing strategy, such as email marketing, social media marketing, and influencer marketing.

1. Refersion

Refersion

Affiliate marketing is another marketing strategy that benefits from marketing automation platforms. In fact, you can run large-scale and sustainable affiliate marketing campaigns when you have the right automation tools. Refersion is an affiliate marketing tool that has grown to become an influencer marketing platform. 

Refersion integrates seamlessly with eCommerce platforms and popular marketing apps to build efficient and scalable affiliate and influencer marketing campaigns. The tool helps you discover thousands of affiliates and influencers using robust discovery tools and recruit them automatically to your campaigns. You can also post your campaign in their influencer marketplace, where interested participants can apply. 

The platform makes tracking easy with trackable links and codes. Payment is seamless and flexible—you can pay in flat commissions or create special incentives for increasing sales volumes. You can use Refersion Pay to manage payments or link to PayPal. 

There’s a Professional Program that costs $99 per month but is limited to tracking only 50 monthly order conversions. If you have a large or high-volume affiliate program, you’d need the Enterprise Program, which comes with custom pricing. Talk to their sales rep or request a demo by visiting their website.

Refersion
4.6 out of 5 stars
Stepping into the influencer marketing landscape is a natural fit for this affiliate marketing app. Refersion helps brands build vast affiliate marketing networks, simplifying management, reporting, and training. Influencers as affiliate marketers is a logical progression.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.8
Ease of Use
4.5
Reporting
4.5
Overall Score
4.6
Features & Pricing
Automated Recruiting
Content Library
E-commerce Tools
Product/Gifting Tools
Forms and Compliance
Price starting at:$99
Pros and Cons
Really easy way to manage affiliates at scale
Multiple ways to structure commissions
Content library connects directly to affiliate websites (edit locally, advertise globally)
Limited types of on-demand reporting
Not easy to organise influencers/affiliates according to performance
No on-platform payment processing
Best for: Medium to Large Size E-commerce brands
Refersion
4.6 out of 5 stars
Stepping into the influencer marketing landscape is a natural fit for this affiliate marketing app. Refersion helps brands build vast affiliate marketing networks, simplifying management, reporting, and training. Influencers as affiliate marketers is a logical progression.

2. Omnisend

Omnisend

Omnisend is an email marketing automation platform aimed at helping high-growth eCommerce stores automate their email workflows. You can also use the platform to combine email with SMS and other communication channels. 

Omnisend gives you an intuitive drag-and-drop interface where you can create automated communication workflows that combine the preferred communication channels of your customers. This process increases conversions and reduces abandoned carts. They also have an in-built analytics tool that helps you determine which workflows are working and which aren’t, so you can improve your system. 

This email marketing platform also comes with pre-built workflows to get your campaigns up and running within minutes. These workflows include Welcome Series, Product Abandonment, Cart Abandonment, Order Confirmation, Shipping Confirmation, and Cross-Sell. 

A free plan lets you reach up to 250 contacts with 500 emails per month. If you want to reach more, prices start at $16 per month for up to 500 contacts. To request a demo, visit the Omnisend website.

4.4 out of 5 stars
This all-in-one email marketing automation platform is focused around helping ecommerce companies grow. Omnisend makes it easy to create personalized emails and automate your email marketing to focus on converting visitors to customers.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
3.8
Ease of Use
4.7
Support
4.7
Overall Score
4.4
Features & Pricing
A/B Testing
Analytics/ROI Tracking
Customizable CTAs
Drip Campaigns
Dynamic Content
Landing Pages/Web Forms
Sales Intelligence
Segmentation
Social Marketing
Website Visitor Tracking
Email Marketing
Marketing Automation
SMS
Web push notifications
Popups & Forms
Reports
Audience sync for ads
Price starting at:$16
Pros and Cons
SMS marketing integration
Contact sync for ads
eCommerce integrations
No RSS feature limits blog connectivity in campaigns
Support can be slow
Unlimited email sends only offered in Pro plan
Best for: E-commerce marketers
4.4 out of 5 stars
This all-in-one email marketing automation platform is focused around helping ecommerce companies grow. Omnisend makes it easy to create personalized emails and automate your email marketing to focus on converting visitors to customers.

3. Iconosquare

Iconosquare

Iconosquare’s history started with gathering Instagram statistics to help brands grow on the platform. This foundation has led the platform to build a robust analytics tool that uncovers trends and seamlessly helps brands understand their campaign performance using a beautiful and intuitive interface. 

You can track almost anything like community analytics, content analytics, engagement, reach and impressions, post analytics, page performance, and stories analytics. You can also gain insights into industry benchmarks and your competitors to compare your performance. Moreover, you can monitor how your brand is mentioned across social media. 

You can automate social media reporting, so you receive them at a specified time via email. You can also schedule posts and automatically tag accounts and locations on your posts. Plus, you can collaborate with your team on planned posts before publishing any content. Iconosquare works with Facebook, TikTok, LinkedIn, Twitter, and Instagram. 

Prices start at 49 EUR per month for three social profiles and two team members. Try it for free, or get a demo by visiting their website. 

Iconosquare
4.4 out of 5 stars
Manage your social media and your analytics all in one place with Iconosquare. Businesses and agencies can easily manage the performance of their content as well as analytics, posting, and more. The platform supports Instagram, Facebook, Twitter, LinkedIn and TikTok.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.4
Ease of Use
4.4
Support
4.4
Overall Score
4.4
Features & Pricing
Analytics
Automated Publishing
Contact Management
Keyword Filtering
Multi-Account Management
Post Scheduling
Social Media Management
Price starting at:$49
Pros and Cons
Evolving functionality
Industry benchmarks
Competitive analysis features
Excellent automated posts
Customer support may not be helpful
Some features may glitch
Some platforms are not included
Best for: Brands and Agencies
Iconosquare
4.4 out of 5 stars
Manage your social media and your analytics all in one place with Iconosquare. Businesses and agencies can easily manage the performance of their content as well as analytics, posting, and more. The platform supports Instagram, Facebook, Twitter, LinkedIn and TikTok.

4. Find Your Influence

Find Your Influence

When it comes to influencer marketing, it can feel as though everything has to be managed manually—from finding the perfect influencers to managing the campaigns they participate in. That’s where Find Your Influence comes in with its robust search and discovery tools, automated recruiting, and seamless campaign brief planning feature. 

Once you’ve created your campaign, you can upload it to the software and set up several details to help you find or match with the ideal influencers. You can reach out to influencers you like and make an offer. When the campaign is ongoing, the platform helps track the results and identify which influencers are performing as well as you’d like. 

The platform also has a Survey Tool that allows you to broadcast questions to influencers belonging to Find Your Influence’s network. This will help further reduce the time of manually searching for the right influencers. Find Your Influence was created by marketers who faced the challenges of managing successful influencer marketing campaigns. That’s why every feature on the platform has been carefully developed to meet a specific need. 

Prices start at $199 per month, but it doesn’t have access to Influencer Search and Influencer Survey capabilities. The Essentials package at $800 per month gives access to both plus several other features.

Find Your Influencer

Key Features: Campaign Management, Influencer Marketplace, Search/Discovery, Automated Recruiting, Content Review, Content Library, Campaign Reporting, Influencer Analysis, Audience Analysis, Product/Gifting Tools, Fake Follower/Fraud Detection, Payment Processing,

Channels: Instagram, TikTok, Facebook, Pinterest, Youtube


5. Upfluence

Upfluence

Do you believe that your customers are the best advocates for your brand? That’s what the founder of Upfluence thought when they created their influencer marketing platform. The tool allows you to search their massive database of influencers of all sizes from different industries, but it takes the discovery phase a step further. 

Once you connect your online store to the platform, it searches your customer database to discover influencers who are already visiting your website and purchasing your products. You can then use Upfluence to offer them incentives to share your brand on their profiles and create dedicated campaigns to foster long-term collaborations. 

The result is a sustainable and efficient influencer marketing campaign that generates the best ROIs and builds a loyal customer base. 

There are three packages available—Growth, Scale, and Enterprise—which differ mainly in the number of seats available. Prices are not published, so you should contact Upfluence for pricing details.

Key Features: Influencer Search & Discovery, Relationship Management, Campaign Management, Third Party Analytics, Automated Recruiting, Influencer Lifecycle Management, Team Collaboration Tools, Content Review, Campaign Reporting, Audience Analysis, E-commerce Tools, Product/Gifting Tools, Payment Processing, Social Listening,

Channels: Instagram, Youtube, Facebook, Twitch, Tiktok, Twitter, Pinterest, Blogs


6. Keap

Keap

Keap was created by Infusionsoft to help small businesses with simpler needs get started in marketing and sales automation. Keap starts by automating your email marketing campaigns, then automating the entire sales funnel by keeping a powerful CRM and managing leads. 

According to their 2020 customer survey, Keap saves their customers 10 hours per week by automating repetitive tasks like lead captures and follow-ups. They also help convert customers faster by providing quick follow-ups and encouraging repeat sales and referrals. 

You can integrate over 4,000 third-party apps like Zapier, QuickBooks, Google Calendar, and more to take your automation to the next level. Aside from built-in automated workflows, Keap also has an Advanced Automations builder, which lets you create customized workflows suited to your campaigns. 

Prices start at $129 per month (1,500 contacts and two users). There’s a 14-day free trial, so you can explore the platform and see if it fits your business. You can also watch a demo on their website.

4 out of 5 stars
Keap is an email marketing and sales platform intended for small businesses. Business owners can use Keap to help manage customers, customer relationships, marketing projects, and ecommerce goals.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.4
Ease of Use
3.5
Support
4.0
Overall Score
4
Features & Pricing
Segmentation
Calendar/Reminder System
Email Marketing
Marketing Automation Integration
Quotes/Proposals
Territory Management
CRM
Landing Pages
Email Management
Migration
Reporting & Analytics
AB Testing
Easy-to-setup automations
Price starting at:$129
Pros and Cons
User-friendly campaign building
Simple payment platform
Constant follow-up reminders
Custom reporting and visualization
Difficult to set up automation
No user permissions customization
Landing page builder can be clunky
Best for: Entrepreneurs
4 out of 5 stars
Keap is an email marketing and sales platform intended for small businesses. Business owners can use Keap to help manage customers, customer relationships, marketing projects, and ecommerce goals.

7. Emercury

Emercury

Emercury is a powerful email automation software that helps businesses build profitable marketing automation systems. They are the platform that brands like Nike, Hilton, Philips, and Target use. 

With their integrated form generator, you can capture high-quality targeted leads and nurture them with pre-built email templates. You can build an automated conversion funnel that’s easily scalable and cost-efficient. 

You can also segment your audience using various factors like demographics, activity, scoring, and more to ensure the right audience gets the right message. Additionally, Emercury lets you perform A/B split tests and tracks various metrics like open rates, bounce rates, and CTR to help you optimize your campaigns further. 

You can sign up for a free trial or schedule a demo on their website. Prices start at $57 per month for 9,999 contacts.   

4.8 out of 5 stars
Emercury's email marketing automation platform helps target and nurture leads to convert them to sales. With this platform, you have direct access to email marketing experts to help you build campaigns. Features include A/B split testing, auto responder campaigns, and workflows based on behavior triggers.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.7
Ease of Use
4.7
Support
5.0
Overall Score
4.8
Features & Pricing
A/B Testing
Drip Campaigns
Dynamic Content
Landing Pages/Web Forms
Segmentation
Subscriber Management
Reporting/Analytics
CAN SPAM Compliance
Event Triggered Email
Mobile Optimized Emails
WYSIWYG Email Editor
Auto-Responders
Image Library
List Management
Template Management
Email Marketing Features
Broadcast Messages
Autoresponder
Journey Builder
Advanced Spam Test
List Hygiene
ECPM Reporting
Price starting at:$57
Pros and Cons
Easy-to-use and transparent development
Personalized customer service
API set-up and automation
Analytics and report can be slow
Support is US-based
Best for: Entreprenuers, Businesses, Bloggers, Speakers, Marketers, Developers
4.8 out of 5 stars
Emercury's email marketing automation platform helps target and nurture leads to convert them to sales. With this platform, you have direct access to email marketing experts to help you build campaigns. Features include A/B split testing, auto responder campaigns, and workflows based on behavior triggers.

8. ManyChat

ManyChat

If you’re a brand whose customers frequently interact and purchase from social media sites like Facebook and Instagram, then you know how challenging managing private conversations are. That’s what ManyChat aims to solve. 

ManyChat is a chat marketing automation platform built to help brands increase sales and customer engagement by automating personalized conversations in Instagram DMs, Facebook Messenger, WhatsApp, and SMS. 

They have an intuitive drag-and-drop flow builder where you can create the usual conversation flows designed to capture leads and convert them. You can also continue the conversations via SMS or WhatsApp by capturing phone numbers or emails. The platform integrates with tools like Shopify, Google Sheets, HubSpot, and Zapier to complement your existing processes.

According to its website, customers experience a 130% increase in CTR versus the industry average by using ManyChat. Prices start at $15 for the Pro version, but there’s a limited Free Tier to help you explore ManyChat’s features.


9. Hootsuite

Hootsuite

Do you struggle to manage multiple social media accounts for your business? Hootsuite does that and more. Their main goal is to help brands maintain order and organize multiple social media accounts, so they can stay on top of their posts and interactions. 

Once you’ve organized your profiles, you can use Hootsuite’s powerful post-scheduling tool that saves you time from manually posting on each channel. The scheduling tool also helps ensure your post appears optimized because there’s a preview of how it’ll look per channel. What’s more, you can view them in calendar mode to grasp how your posts work together and reschedule quickly by dragging and dropping them to specific dates. For big companies, you can bulk schedule up to 350 posts at a time. 

Hootsuite centralizes private/direct messages and comments/mentions into one inbox, so you can quickly monitor your audience’s interactions with your brand. An in-built AI tool also learns the most common questions and suggests the correct saved replies. 

Hootsuite costs $49 per month for one user and 10 social media accounts. There’s a free 30-day trial, which you can claim by visiting their website. 

Hootsuite
4.6 out of 5 stars
One of the first platforms designed to streamline social media management, Hootsuite continues to be one of the market leaders.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.8
Ease of Use
4.8
Reporting
4.3
Overall Score
4.6
Features & Pricing
Analytics
Automated Publishing
Contact Management
Content Management
Conversion Tracking
Customer Targeting
Keyword Filtering
Multi-Account Management
Post Scheduling
Brand Tracking
Customer Engagement
Multi-User Collaboration
Reporting/Analytics
Social Media Monitoring
Price starting at:$49
Pros and Cons
Customizable feeds show you all the social posts you need to see—no filler
Highly flexible post composer and scheduler, with a bulk option, drastically simplifies the most challenging part of the job
Inbox consolidated every message, comment, and mention—you’ll never miss a conversation
No demo- or psychographic data for the audience
Best for: Small, Medium, and Large Businesses
Hootsuite
4.6 out of 5 stars
One of the first platforms designed to streamline social media management, Hootsuite continues to be one of the market leaders.

10. Buffer

Buffer

Buffer started as a social media automated publishing tool that allows you to schedule posts in advance. Their publishing tool works with major social media networks like Facebook, Instagram, LinkedIn, Pinterest, Twitter, and TikTok and supports Reels, Stories, and Posts. 

You can plan the perfect posting schedule and view your scheduled posts at a glance. You can also create posts from one central place and customize them per network. Plus, it has a browser extension that lets you share anything from other websites. 

Buffer helps you engage with your customers through its engagement tool, where you and your team can quickly manage comments, messages, and mentions. They also have a robust analytics tool that helps you determine the success of your social media campaigns. Meanwhile, their simple landing page builder helps curate all your links in one place. 

Buffer offers a limited free plan where you can post to up to three channels. Paid plan starts at $5 per month per channel. 

Buffer
4.4 out of 5 stars
Buffer is one of the most popular social media scheduling platforms. This software helps drive engagement and traffic on social media with the help of their scheduling, engagement, and analytics tools.
Ratings
Features & Pricing
Pros and Cons
Ratings
Features
4.0
Ease of Use
4.6
Support
4.5
Overall Score
4.4
Features & Pricing
Automated Publishing
Content Management
Multi-Account Management
Post Scheduling
Reporting/Analytics
Price starting at:$5
Pros and Cons
Simple cross-posting
Straightforward calendar view
Integrates with almost every social platform
Buffer Analyze may be too basic for some
Buffer may glitch with Instagram
Arbitrary character limits for Facebook, Twitter
Pay-as-you-go packaging
Best for: Publishers, mid-stage startup teams, non-profits, higher education, sports teams, e-commerce, solopreneurs, businesse
Buffer
4.4 out of 5 stars
Buffer is one of the most popular social media scheduling platforms. This software helps drive engagement and traffic on social media with the help of their scheduling, engagement, and analytics tools.


How to Choose the Right Marketing Automation Software

With hundreds of marketing automation platforms available, choosing the best one for your team’s needs can be challenging. These tools are integral to achieving synergy among your campaigns and keeping your team motivated to reach their goals. Working with the right tools also impacts how well your brand serves your customer. 

Here are several factors you should consider when choosing the right automation software. 

choose right automation software

1. Easy to use and adapt 

Even if the tool you chose has tons of great features, if your team isn’t using it, then it’s useless. When selecting the right automation tool, look for one that would be easy to learn and integrate with existing workflows. This increases the chances of adoption and ensures teams are comfortable using it. 


2. Integrates with existing tech stack 

Not all marketing automation platforms integrate with the right set of tools. You should select one that can work with your CRM system, accounting system, and other existing tools. You don’t want a disjointed team operating on multiple platforms because this leads to redundancy and higher workloads.


3. Easy to maintain and update

Most automation platforms come with automatic updates, but you need a dedicated person in charge of the tool's overall maintenance and documentation process. You should also consider a platform with zero to little downtime and one where you can quickly back up your data. 


4. It has the features you need

Marketing automation platforms come with many bells and whistles, but you should only focus on the features you need. Don’t be fooled into getting a platform whose features you eventually discover is too much for your organization or whose features are mismatched with your team's needs. 

Objectively consider the different features—even those across price tiers—and determine which ones are helpful for your team or not. Compare other platforms and check which ones will give you the results you want for the best price. 


5. Must be cost-effective

Marketing automation software comes in all shapes and sizes. There are tools with robust features that charge high fees and tools with basic features that charge per module or integration you bring in. You want a platform with features you can maximize for their price. 


Wrapping Up

With the advent of new channels and strategies to reach customers, marketing has grown increasingly complex in the last several years, leaving marketers with much work on their hands. However, the rise of marketing automation tools like the ones listed here helps marketing professionals create better campaigns that reach the right audiences and deliver value. 

If you’re considering taking your marketing efforts to the next level, check out these tools and see how they can automate specific tasks and leave you free to pursue more creative and strategic ones.