Top 15 Marketing Automation Software Tools for 2025

julie

·January 25, 2025

·23 min read

Imagine running your marketing campaigns on autopilot while still delivering a personal touch. That’s the magic of software marketing automation in 2025. With nearly 80-90% of companies projected to adopt these tools by the end of the year, it’s clear they’re no longer optional. They save time, boost efficiency, and help you connect with your audience like never before. From personalized product recommendations to automated loyalty programs, these tools enhance customer engagement and drive results. Whether you’re nurturing leads or re-engaging inactive customers, automation ensures you’re always one step ahead.

What Are Marketing Automation Tools?

Definition of Marketing Automation

Marketing automation tools are your secret weapon for simplifying complex marketing tasks. They help you manage campaigns, target customers, and analyze results—all without breaking a sweat. These tools automate repetitive processes like sending emails, designing campaigns, and tracking customer behavior. They also enhance customer data, allowing you to create better profiles and deliver personalized messages across multiple channels like email, social media, and even text. Whether you're nurturing leads or measuring ROI, marketing automation software ensures your efforts are streamlined and effective.

Here’s what these tools can do for you:

Automate workflows for digital marketing campaigns.
Collect and analyze customer data to improve targeting.
Manage marketing processes across multiple platforms.
Send automated messages tailored to your audience.
Help you score leads and focus on the most promising ones.

In short, they let you focus on strategy and creativity while the software handles the heavy lifting.

Key Benefits of Marketing Automation

Time-saving and efficiency

Imagine cutting hours off your workweek by automating repetitive tasks. Marketing automation tools streamline your efforts, ensuring consistent communication with your audience. You’ll save time and resources while boosting productivity. Employees can focus on strategic goals instead of manual tasks, making your team more engaged and efficient.

Improved lead nurturing and conversion rates

These tools help you deliver the right message at the right time. By personalizing content and targeting customers throughout their buying journey, you can nurture leads more effectively. Better lead scoring ensures you focus on the most qualified prospects, increasing your chances of closing deals.

Enhanced data-driven decision-making

Data is king, and marketing automation tools give you the insights you need. With robust analytics, you can measure campaign performance, identify trends, and make informed decisions. Clean customer data also helps you target the right audience, improving your overall marketing ROI.

Scalability for growing businesses

As your business grows, so do your marketing needs. Marketing automation tools scale with you, handling larger campaigns and more complex workflows. They’re designed to grow alongside your business, ensuring you stay efficient and effective no matter how big your operations get.

Pro Tip: Start small with automation and expand as your business grows. This way, you can adapt the tools to your unique needs without feeling overwhelmed.

How to Choose the Right Marketing Automation Tool

Key Factors to Consider

Features and functionality

When choosing marketing automation tools, focus on features that align with your goals. Do you need tools for lead generation, email campaigns, or social media management? Look for platforms that offer automated workflows, robust analytics, and customizable options. These features ensure your campaigns run smoothly and deliver results.

Pricing and affordability

Budget plays a big role in your decision. Some tools charge based on the size of your database, while others offer flat rates. Compare pricing plans and consider long-term costs like training or upgrades. Small businesses often benefit from affordable, user-friendly tools, while enterprises may need advanced solutions.

Scalability for business growth

Your marketing automation software should grow with your business. As your campaigns become more complex, you’ll need tools that can handle larger volumes of data and leads. Scalable platforms ensure you won’t outgrow your investment.

Integration with existing tools

Seamless integration with your current CRM or email marketing platforms is a must. This ensures all your data stays connected, making it easier to track performance and manage campaigns. Tools with strong integration capabilities save you time and reduce errors.

Ease of use and customer support

A user-friendly interface makes all the difference. Choose tools that are intuitive and easy to navigate. Reliable customer support is also essential, especially when you’re setting up or troubleshooting. Look for platforms with positive reviews about their support teams.

Tip: Test the tool’s demo or free trial to see if it meets your expectations before committing.

Identifying Your Business Needs

Small businesses vs. enterprises

Small businesses often need simple, cost-effective tools with basic features. These tools usually don’t require coding and are easy to set up. Enterprises, on the other hand, need marketing automation platforms that handle multi-channel campaigns and advanced analytics.

Industry-specific requirements

Your industry can influence your choice. E-commerce businesses may prioritize tools with cart abandonment features, while B2B companies might focus on lead nurturing and CRM integration. Identify what’s most important for your niche.

Marketing goals and objectives

Think about what you want to achieve. Are you focused on lead generation, customer retention, or improving engagement? The right tool should align with your objectives and help you track progress effectively.

Pro Tip: Write down your top three goals before exploring tools. This will help you stay focused and avoid getting overwhelmed by unnecessary features.

Top 15 Marketing Automation Tools for 2025

Tool #1: Salesforce Pardot

Brief description

Salesforce Pardot is a powerful marketing automation software designed for B2B businesses. It simplifies lead generation, email marketing automation, and campaign management. By integrating seamlessly with Salesforce CRM, it bridges the gap between your marketing and sales teams, ensuring better collaboration and results.

Key features

Engagement Studio: Create personalized customer journeys.
Einstein AI for Marketing Cloud: Gain predictive insights to optimize campaigns.
Account-Based Marketing (ABM): Target high-value accounts effectively.
Dynamic Content: Deliver tailored messages to different audience segments.
B2B Marketing Analytics Plus: Access advanced reporting for smarter decisions.

Pardot also automates repetitive tasks like email marketing and lead nurturing, saving you time while maintaining personalized communication.

Pricing

Plan Name	Monthly Cost	Annual Cost	Contacts Supported
Salesforce Pardot Growth	$1,250	$15,000	Up to 10,000
Salesforce Pardot Plus	$2,500	$30,000	Up to 10,000
Salesforce Pardot Advanced	$4,000	$48,000	Up to 10,000
Salesforce Pardot Premium	$15,000	$180,000	Up to 75,000

Ideal use cases

Pardot is ideal for businesses focused on B2B lead generation, nurturing high-quality leads, and aligning marketing with sales. It’s perfect for companies that need robust analytics and scalable solutions.

Tool #2: Eloqua

Brief description

Eloqua, part of the Oracle CX suite, is one of the best marketing automation tools for enterprises. It excels in creating personalized, multi-step campaigns and offers advanced analytics to help you make data-driven decisions.

Key features

Drag-and-drop interface for easy campaign creation.
Predictive analytics for smarter marketing strategies.
Automated lead scoring to prioritize high-quality leads.
Integration with emerging technologies like AR and VR.
Real-time reporting for actionable insights.

Eloqua’s AI capabilities enhance productivity, while its native integration with Oracle CX ensures seamless collaboration across teams.

Pricing

Eloqua offers custom pricing based on your business needs. Contact Oracle for a tailored quote.

Ideal use cases

Use Case	Description
Customer acquisition	Launch campaigns to convert prospects into loyal customers.
Customer retention	Build lasting relationships and drive repeat business.
Account-based marketing	Align with sales teams to engage buying groups and achieve revenue goals.
Employee communication	Share impactful messages to align and inform your team.

Tool #3: Zapier

Brief description

Zapier is a versatile email automation software that connects your favorite apps and automates workflows. It’s perfect for businesses looking to streamline processes without coding expertise.

Key features

Multi-step Zaps for complex automation sequences.
Conditional logic to trigger actions based on specific criteria.
Webhooks for advanced integrations.
Scheduling Zaps to automate tasks at optimal times.
Data filtering to process only relevant information.

Zapier integrates with over 5,000 apps, making it one of the most flexible marketing automation tools available.

Pricing

Plan	Price (Monthly)
Free	Limited to 2-step automations
Starter	$19.99+ per user (annual)
Professional	$49+ per user (annual)
Team	$69+ per user (annual)
Company	Contact for pricing

Ideal use cases

Zapier is great for automating repetitive tasks like sharing new content on social media, updating lead databases, and syncing data between apps. It’s a must-have for small businesses and startups looking to save time and boost efficiency.

Tool #4: Brevo

Brief description

Brevo, formerly known as Sendinblue, is an all-in-one marketing automation platform designed to simplify your marketing efforts. It combines email marketing automation tools with CRM features, making it a great choice for businesses looking to manage customer engagement from a single platform. Whether you’re tracking sales pipelines or creating personalized campaigns, Brevo has you covered.

Key features

CRM capabilities: Manage customer data, track interactions, and segment audiences effectively.
Contact segmentation: Group contacts based on attributes like past purchases or engagement levels.
Dynamic content: Personalize newsletters for different audiences using specific conditions.
Landing page builder: Create mobile-friendly landing pages without coding.
Transactional emails: Ensure reliable delivery of critical messages like order confirmations.
Sign-up forms: Capture subscriber information through embedded forms or pop-ups.

Brevo’s user-friendly interface makes it accessible for businesses of all sizes, especially small businesses seeking an affordable solution.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Unlimited contacts, 300 emails/day, CRM tools.
Starter	$25+	20,000 emails/month, no daily sending limit, basic email support.
Business	$65+	Advanced features like A/B testing, marketing automation, and phone support.
Enterprise	Custom	Tailored solutions with dedicated account managers and priority support.

Ideal use cases

Small businesses needing an all-in-one marketing platform.
Companies looking to streamline lead generation and customer engagement.
Businesses that want to track sales pipelines and manage workflows efficiently.

Tool #5: Klaviyo

Brief description

Klaviyo is a powerful email automation software tailored for e-commerce businesses. It excels in helping you create personalized email and SMS campaigns that drive customer loyalty and revenue. With its robust analytics and segmentation tools, Klaviyo ensures your messages reach the right audience at the right time.

Key features

Email and SMS marketing: Combine email and SMS campaigns for a seamless customer experience.
Customer segmentation: Use data like purchase history and browsing behavior to target specific groups.
Pre-built templates: Quickly design professional campaigns without starting from scratch.
Predictive analytics: Forecast customer lifetime value and churn rates.
Integration with e-commerce platforms: Sync with Shopify, WooCommerce, and more for real-time data.

Klaviyo’s focus on data-driven marketing makes it a favorite among online retailers.

Pricing

Plan Name	Monthly Cost (Approx.)	Features Included
Free	$0	Up to 250 contacts, 500 emails, basic email support.
Email Plan	$20+	Starts at 251-500 subscribers, scales with subscriber count.
Email & SMS Plan	$165+	Includes 10,000 subscribers and 1,250 SMS/MMS credits.
Customer Data Platform (CDP)	$500+	Advanced data management for 100,000 profiles.

Ideal use cases

E-commerce businesses aiming to boost customer retention.
Brands that rely on personalized email marketing automation.
Companies looking to integrate email automation software with their online stores.

Tool #6: Mailchimp

Brief description

Mailchimp is one of the most popular email marketing automation tools, especially for small businesses. Its affordability, ease of use, and multichannel capabilities make it a go-to choice for businesses just starting with marketing automation software. From designing campaigns to analyzing audience insights, Mailchimp simplifies it all.

Key features

User-friendly design tools: Create visually appealing campaigns with flexible templates.
Audience insights: Analyze customer data to improve targeting and engagement.
Multichannel marketing: Engage your audience across email, social media, and more.
Automation workflows: Set up automated campaigns for lead generation and customer retention.
24/7 customer support: Get assistance whenever you need it.

Mailchimp’s strong customer support and intuitive interface make it ideal for beginners.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Up to 500 contacts, 1,000 emails/month, basic templates.
Essentials	$13+	Up to 50,000 contacts, A/B testing, custom branding.
Standard	$20+	Advanced automation, behavioral targeting, and predictive insights.
Premium	$350+	Unlimited contacts, advanced segmentation, and priority support.

Ideal use cases

Small businesses starting with email marketing automation.
Companies needing affordable email automation software.
Businesses looking for multichannel marketing automation tools.

Tool #7: Hootsuite

Brief description

Hootsuite is a leading platform for managing social media marketing automation. It helps you schedule posts, track performance, and engage with your audience—all from one centralized dashboard. Whether you're a small business or a large enterprise, Hootsuite simplifies your social media strategy and saves you time.

Key features

Centralized dashboard: Manage multiple social media profiles in one place.
Automated scheduling: Schedule posts across platforms to maintain consistent content.
Social listening and engagement: Monitor brand mentions and respond to your audience in real time.
Customization: Tailor reports to match your specific goals and metrics.
Scheduled delivery: Automate report delivery to your inbox or team members.
Data visualization: Present data in easy-to-understand charts and graphs.

These features make Hootsuite a must-have for businesses looking to streamline their social media efforts.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Manage 2 social accounts, schedule 5 posts.
Professional	$99	Manage 10 accounts, unlimited scheduling, analytics.
Team	$249	Includes team collaboration tools and custom analytics.
Business	$739	Advanced features like social listening and priority support.

Ideal use cases

Hootsuite is perfect for businesses that rely heavily on social media. It's ideal for managing multiple accounts, automating post scheduling, and analyzing performance. If you're looking to improve engagement and save time, this tool is for you.

Tool #8: Iterable

Brief description

Iterable is a robust marketing automation platform designed to help you create personalized campaigns. It uses customer data to deliver tailored messages that reflect individual behaviors and preferences. This makes it a powerful tool for businesses aiming to enhance customer engagement and drive ROI.

Key features

Behavior-based personalization.
Flexible data integration for seamless workflows.
Dynamic content creation tailored to individual preferences.

Did you know? Behavior-based personalization can lead to a potential 700% ROI by fostering interactive conversations with your customers.

Pricing

Iterable offers custom pricing based on your business needs. Contact their sales team for a tailored quote.

Ideal use cases

Industry	Percentage
Retail	13%
Internet	9%
Leisure, Travel & Tourism	7%
Computer Software	6%

Iterable is widely used in industries like retail, travel, and software. It's ideal for businesses that want to leverage customer data for personalized marketing campaigns.

Tool #9: GetResponse

Brief description

GetResponse is an all-in-one email automation software that combines email marketing automation tools with advanced features like webinars and landing pages. It’s designed to help you grow your audience, engage customers, and boost conversions.

Key features

Email marketing automation: Create workflows to send personalized emails based on user actions.
Webinar hosting: Engage your audience with live or recorded webinars.
Landing page builder: Design high-converting landing pages without coding.
E-commerce tools: Integrate with platforms like Shopify to track sales and manage campaigns.
Analytics and reporting: Measure campaign performance with detailed insights.

GetResponse’s versatility makes it a favorite among businesses of all sizes.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Up to 500 contacts, basic email tools.
Email Marketing	$19	Unlimited emails, autoresponders, and basic automation.
Marketing Automation	$59	Advanced workflows, webinars, and e-commerce tools.
Max	Custom	Tailored solutions with dedicated support.

Ideal use cases

GetResponse is ideal for businesses that need email automation software with additional features like webinars and landing pages. It’s perfect for e-commerce brands and companies focused on lead generation and customer engagement.

Tool #10: HubSpot

Brief description

HubSpot is one of the most versatile marketing automation platforms available today. It’s an all-in-one solution that combines email automation software, CRM, and analytics into a single, user-friendly interface. Whether you’re a small business or a large enterprise, HubSpot helps you streamline your marketing efforts and improve customer engagement. Its robust CRM integration ensures you can nurture leads effectively while personalizing interactions at every stage of the buyer’s journey.

Key features

All-in-One Platform: Manage everything from email campaigns to social media in one place.
User-Friendly Interface: Simplifies complex tasks, making it accessible even for beginners.
Robust CRM Integration: Connects seamlessly with HubSpot’s CRM for better lead management.
Vast Selection of Pre-Built Integrations: Works with popular apps like Slack, Shopify, and more.
HubSpot Academy: Offers free resources to help you master marketing automation tools.

Why HubSpot? It eliminates the need for multiple tools, saving you time and effort while boosting productivity.

Pricing

Pricing Tier	Description
Free	Basic features for startups
Starter	More advanced features for small businesses
Professional	Comprehensive tools for growing companies
Enterprise	Advanced capabilities for large organizations

Ideal use cases

HubSpot is perfect for businesses looking for software marketing automation that covers everything. It’s ideal for startups needing free tools, small businesses wanting email marketing automation, and enterprises requiring advanced analytics and integrations.

Tool #11: ActiveCampaign

Brief description

ActiveCampaign is a powerful email automation software designed to help you connect with your audience on a deeper level. It combines email marketing automation with CRM features, making it a great choice for businesses focused on customer retention and lead nurturing. With its advanced segmentation and personalization options, ActiveCampaign ensures your messages resonate with your audience.

Key features

Email Automation: Create workflows to send personalized emails based on user behavior.
CRM Integration: Manage customer relationships and track interactions seamlessly.
Advanced Segmentation: Target specific groups with tailored messages.
Predictive Sending: Send emails at the best times for higher engagement.
Multi-Channel Marketing: Combine email, SMS, and social media for a cohesive strategy.

Pro Tip: Use ActiveCampaign’s predictive sending feature to boost open rates and conversions.

Pricing

Plan Name	Monthly Cost	Features Included
Lite	$29	Basic email automation and segmentation.
Plus	$49	CRM integration, SMS marketing, and lead scoring.
Professional	$149	Advanced automation, predictive sending, and site messaging.
Enterprise	Custom	Tailored solutions with dedicated support.

Ideal use cases

ActiveCampaign is ideal for businesses that rely on email automation software to nurture leads and retain customers. It’s especially useful for companies that want to combine email marketing automation with CRM capabilities.

Tool #12: Omnisend

Brief description

Omnisend is a marketing automation software tailored for e-commerce businesses. It focuses on email automation software and multi-channel marketing, helping you engage customers across email, SMS, and social media. Omnisend’s pre-built workflows make it easy to set up campaigns, even if you’re new to marketing automation tools.

Key features

Pre-Built Workflows: Automate welcome emails, cart recovery, and more with ease.
Multi-Channel Marketing: Combine email, SMS, and push notifications for better engagement.
Advanced Segmentation: Target customers based on behavior, location, or purchase history.
Drag-and-Drop Editor: Create stunning campaigns without any coding.
E-commerce Integrations: Sync with Shopify, WooCommerce, and other platforms.

Did you know? Omnisend users see an average ROI of 4,400% on their email campaigns.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Up to 250 contacts, basic email tools.
Standard	$16	Advanced automation, SMS credits, and segmentation.
Pro	$59	Unlimited emails, push notifications, and priority support.
Enterprise	Custom	Tailored solutions for large-scale operations.

Ideal use cases

Omnisend is perfect for e-commerce businesses that need marketing automation tools to boost sales and customer retention. It’s ideal for companies looking to combine email automation software with SMS and push notifications.

Tool #13: Customer.io

Brief description

Customer.io is a flexible marketing automation platform that helps you send targeted messages to your audience. It’s perfect for businesses that want to create personalized experiences based on user behavior. Whether you’re sending emails, SMS, or push notifications, Customer.io ensures your messages feel relevant and timely.

Key features

Behavioral triggers: Send messages based on specific actions, like signing up or abandoning a cart.
Custom workflows: Build automation workflows tailored to your business needs.
A/B testing: Test different versions of your campaigns to see what works best.
Real-time data: Use live data to create dynamic, personalized messages.
Integration options: Connect with tools like Slack, Segment, and Zapier for seamless workflows.

Customer.io also offers a visual workflow builder, making it easy to design and manage your campaigns without needing technical skills.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Up to 100 profiles, basic messaging tools.
Basic	$100+	Includes 5,000 profiles, advanced automation, and analytics.
Premium	Custom	Tailored solutions with dedicated support and advanced features.

Ideal use cases

Customer.io works well for businesses that rely on behavioral data to engage their audience. It’s ideal for e-commerce brands, SaaS companies, and startups looking to build strong customer relationships through personalized communication.

Tool #14: Ortto

Brief description

Ortto is a user-friendly marketing automation platform that combines customer data, analytics, and campaign management in one place. It’s designed to help you create meaningful customer journeys while keeping things simple. With Ortto, you can track your audience’s behavior and deliver messages that truly resonate.

Key features

Unified customer data: Combine data from multiple sources for a complete view of your audience.
Journey builder: Map out customer journeys and automate touchpoints.
Email and SMS marketing: Engage your audience across multiple channels.
Analytics dashboard: Monitor campaign performance with easy-to-read reports.
Pre-built templates: Save time with ready-to-use templates for emails and workflows.

Ortto’s intuitive interface makes it a great choice for teams that want to get started with automation quickly.

Pricing

Plan Name	Monthly Cost	Features Included
Free	$0	Up to 2,000 contacts, basic automation tools.
Professional	$29+	Advanced automation, analytics, and multi-channel marketing.
Enterprise	Custom	Tailored solutions for large-scale operations.

Ideal use cases

Ortto is perfect for small to medium-sized businesses that want to simplify their marketing efforts. It’s especially useful for companies focused on improving customer retention and engagement.

Tool #15: Iterable

Brief description

Iterable is a powerful platform that helps you create personalized, cross-channel marketing campaigns. It’s built for businesses that want to connect with their audience through email, SMS, push notifications, and more. Iterable’s focus on data-driven marketing ensures your campaigns are always relevant and effective.

Key features

Cross-channel campaigns: Reach your audience on their preferred platforms.
Dynamic segmentation: Group customers based on real-time data and behavior.
AI-powered optimization: Use machine learning to improve campaign performance.
Personalization at scale: Deliver tailored messages to millions of users.
Integration-friendly: Connect with tools like Salesforce, Shopify, and Google Analytics.

Iterable’s advanced features make it a favorite among businesses that prioritize customer engagement.

Pricing

Iterable offers custom pricing based on your business needs. Contact their sales team for a personalized quote.

Ideal use cases

Iterable is ideal for enterprises and growing businesses that need robust marketing automation tools. It’s perfect for industries like retail, travel, and technology, where personalized communication drives results.

Marketing automation tools are game-changers in 2025. They save time, improve customer engagement, and help you scale your business effortlessly. Whether you're a small business or a growing enterprise, these tools streamline your marketing efforts and let you focus on what matters most—building connections with your audience.

When choosing the right tool, keep these key takeaways in mind:

Budget: Set a clear budget and watch for hidden costs.
Scalability: Pick a tool that grows with your business.
Integrations: Ensure compatibility with your existing systems.

Key Considerations	Description
Specialized vs. All-in-One	Specialized tools focus on specific tasks, while all-in-one platforms cover a wide range.
Scalability	Tools should grow with your business, offering flexible subscription plans.
Integration Capabilities	Ensure seamless compatibility with existing systems for better data management.
Pricing	Costs vary; many platforms offer free trials to assess suitability before commitment.

Take advantage of free trials or demos. They let you experience the features firsthand and decide if the tool fits your needs. Plus, demos often address your specific challenges, making it easier to find the perfect match.

So, explore the tools listed above. Test them out, and find the one that helps you achieve your marketing goals. Your future campaigns will thank you!

FAQ

What is the best marketing automation tool for small businesses?

The best tool depends on your needs, but Mailchimp and Brevo are great for small businesses. They’re affordable, easy to use, and offer essential features like email automation and audience segmentation. Start with their free plans to explore.

Can I integrate marketing automation tools with my existing CRM?

Yes, most tools integrate seamlessly with popular CRMs like Salesforce, HubSpot, and Zoho. Check the integration options before choosing a tool to ensure it works with your current system.

Are free marketing automation tools worth it?

Free tools are perfect for beginners or small businesses with limited budgets. They offer basic features like email campaigns and contact management. However, as your business grows, you may need to upgrade for advanced capabilities.

How do I know if a tool is scalable for my business?

Look for features like flexible pricing plans, support for larger contact lists, and advanced automation workflows. Tools like HubSpot and ActiveCampaign are designed to grow with your business.

Do I need technical skills to use marketing automation software?

Not at all! Most platforms, like Klaviyo and Omnisend, have user-friendly interfaces and drag-and-drop builders. You can set up campaigns without coding knowledge. Tutorials and customer support also help you get started.