Top Marketing Automation Tools (And Who’s Using Them)
Choosing the right tool depends on your size, audience, and goals. Here’s a snapshot of popular tools and how brands are using them effectively.
1. HubSpot
Ideal for mid to large-sized businesses. Offers CRM, email marketing, workflows, lead scoring, and analytics.
Example: A cybersecurity firm uses HubSpot to send educational drip campaigns to segmented prospects—converting cold leads 27% faster.
2. Mailchimp
Great for smaller businesses and email-first strategies. Automation features include behavioral targeting and product retargeting.
Example: An indie bookstore uses Mailchimp to send automated cart-abandonment emails and sees a 3.4x increase in completed purchases.
3. ActiveCampaign
Powerful for businesses seeking advanced customer journeys and integrations.
Example: A subscription coffee brand uses ActiveCampaign to segment customers based on frequency and automate reorder reminders.
4. Klaviyo
Perfect for eCommerce brands, especially those on Shopify. Strong at email/SMS automation and revenue attribution.
Example: A wellness brand ties Klaviyo with Shopify to track which campaigns lead to direct purchases.
5. Marketo (Adobe)
More complex, best suited for enterprise solutions and multi-touch campaigns.
Example: A SaaS enterprise automates onboarding emails and product webinars via Marketo—cutting churn by 22%.
Continue reading…
Coming up: How to calculate the real ROI of your marketing automation strategy—and what metrics you shouldn’t ignore.
