7 Best SaaS Marketing Automation Tools 2023 (50 Ranked)

by Chris Von Wilpert • Last updated May 28, 2023

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Today there are 178 different SaaS marketing automation tools. We spent 73 hours comparing the top 50 to find the seven best you can use to automate marketing efforts.

What is the Best SaaS Marketing Automation Tool?

  1. HubSpot — best of the best
  2. ActiveCampaign — best for email marketing automation
  3. Brevo — best for multi-channel marketing
  4. Ortto — best for customer journey automation
  5. GetResponse — best for webinar marketing 
  6. Pardot — best for enterprises
  7. Mailchimp — best for small businesses and startups

Our Verdict — Best Of The Best

Price: Starts at $20/month

HubSpot is an all-in-one marketing, sales, and service platform with robust automation capabilities. We think it’s the best because of its industry-leading integrations, user-friendly interface, and exceptional analytics and reporting tools.

The Best Part:

  • Industry-leading integrations. HubSpot natively syncs with a bunch of other tools, letting you create smooth, automated workflows that keep your marketing game on point.

The Worst Part:

  • Premium plans, premium prices. Be prepared to reach deep into your wallet if you're eyeing HubSpot’s business plans, which kick off at $890/month for the Professional subscription.

Get it if you want a comprehensive platform that combines CRM, email marketing, and automation tools to efficiently streamline your sales and marketing processes.

I recommend you start with the 14-day free trial, then get the Professional plan for $890/month.

(14-day free trial)

Best For

HubSpot is best for SaaS businesses that want powerful marketing automation tools to manage complex workflows, automate follow-ups, and deliver personalized content to their audience.

Top Features

  • A/B testing made easy. Find your winning formula with HubSpot's A/B testing tools, from content and subject lines to send times and design ― they've got you covered.

  • Make smart moves. Leverage HubSpot's robust analytics tools to dig into your audience's habits and preferences and make informed decisions.

  • Get social. HubSpot's integrated social media tools help you schedule posts, track performance, and engage with your audience all in one place.

  • Up your email game. HubSpot's slick templates make designing captivating emails, landing pages, and CTAs a breeze, getting you on the fast track to boosting sales.

  • Never miss a lead. Monitor interactions with leads and customers with HubSpot’s CRM integration, making sure you’re on top of every chance to connect and close leads.

Pricing

HubSpot offers four pricing plans:

  • Free Tools: Free forever, for small SaaS businesses or individuals dipping their toes into marketing automation.
  • Starter: $20/month for growing SaaS businesses who want basic marketing automation features to kickstart their efforts.
  • Professional: $890/month for larger SaaS businesses that want advanced automation capabilities and analytics to level up their marketing game.
  • Enterprise: $3,600/month for SaaS enterprises that want scalable automation tools with extensive customization options to meet their unique needs.

Annual plans provide a 10% discount.

Try HubSpot today with a free 14-day trial.

Our Verdict — Best For Email Marketing Automation

Price: Starts at $70/month

ActiveCampaign is a comprehensive email marketing automation tool for businesses of all sizes. We think it’s the best for email marketing automation because of its advanced segmentation capabilities, robust automation workflows, and intuitive drag-and-drop automation builder.

The Best Part:

  • Drag-and-drop automation builder. ActiveCampaign's automation builder lets you easily combine triggers and actions to create tailored email workflows that fit your business like a glove.

The Worst Part:

  • Steep learning curve. ActiveCampaign's feature-packed interface can make it challenging for new users.

Get it if you want a feature-rich email marketing platform with advanced automation capabilities for your SaaS.

I recommend you start with the 14-day free trial, then get the Professional plan for $187/month.

(14-day free trial)

Best For

ActiveCampaign is best for small and midsize SaaS businesses that want to boost customer engagement and drive sales through targeted email marketing campaigns.

Top Features

  • Keep it consistent. Design personalized email marketing campaigns with ActiveCampaign, helping you connect to your audience while staying true to your brand.

  • Turn leads into happy customers. Make the most of ActiveCampaign's built-in CRM to track and nurture leads, helping you transform prospects into loyal clients.

  • Spot the cash cows. Use ActiveCampaign's contact scoring feature to spot the most engaged email subscribers and focus your marketing on high-potential leads.

  • Sky-high deliverability rates. Sleep easy knowing your SaaS business's emails hit the mailbox with ActiveCampaign's strong focus on deliverability.

  • Connect with your audience. Use ActiveCampaign's dynamic content feature to tailor your emails based on subscriber data and preferences.

Pricing

ActiveCampaign offers three pricing plans:

  • Plus: $70/month for growing SaaS businesses aiming to level up with additional features such as CRM, custom user permissions, and advanced automations.
  • Professional: $187/month for established SaaS organizations that require more sophisticated tools such as predictive sending, attribution, and site messaging to boost their marketing efforts.
  • Enterprise: Custom pricing, for large SaaS enterprises that want a tailored solution with dedicated support and advanced security measures.

Annual plans provide up to a 30% discount.

Try ActiveCampaign today with a free 14-day trial.

Our Verdict — Best For Multi-Channel Marketing

Price: Starts at $25/month

Brevo is the go-to choice for businesses looking to supercharge their multi-channel marketing campaigns with advanced automation features. We think it’s the best for multi-channel marketing because of its seamless integration capabilities, easy-to-use campaign builder, and real-time performance tracking.

The Best Part:

  • Streamlined multi-channel management. Brevo lets you create, manage, and monitor your marketing efforts across different channels from a single intuitive dashboard.

The Worst Part:

  • Steep learning curve. Brevo packs a lot of powerful features that may take some time to fully master.

Get it if you want an all-in-one solution for creating, tracking, and automating your multi-channel SaaS marketing campaigns through SMS, email, social media, and more.

I recommend you get the Free plan, then go for the Business plan for $65/month.

(free plan)

Best For

Brevo is best for SaaS businesses that want to drive user acquisition and retention through targeted, data-driven marketing campaigns across multiple channels.

Top Features

  • Set it and forget it. Build efficient triggers and automation workflows effortlessly with Brevo's user-friendly visual workflow editor.

  • Right message, right time. Hook your customers with perfectly-timed automated messages, from welcoming new subscribers to recovering abandoned transactions.

  • Build rapport. Automatically group contacts based on behavior, interests, and other attributes to send targeted messages they can resonate with.

  • The customer is king. Connect with your customers using personalized chat tools across platforms like Instagram, WhatsApp, and live chat.

  • Learn from the pros. Uncover the secrets of successful marketing automation workflows with expert advice and insightful blog articles from Brevo.

Pricing

Brevo offers four pricing plans:

  • Free: Free forever, for startups that want to explore marketing automation tools and use basic features such as unlimited contacts, email templates, a drag-and-drop editor, and SMS & WhatsApp campaigns.
  • Starter: $25/month for growing SaaS businesses aiming to level up with features such as no daily sending limit, basic reporting & analytics, and email support.
  • Business: $65/month for established SaaS companies that want advanced tools such as marketing automation, A/B testing, multi-user access, and phone support for a robust marketing strategy.
  • Brevo plus: Custom pricing, for large SaaS enterprises that require a tailored solution with enterprise-grade security, advanced integrations, and personalized customer support.

Try Brevo today with the free plan.

Our Top Three Picks

Here’s a quick summary of our top three picks:

  1. HubSpot — best of the best
  2. ActiveCampaign — best for email marketing automation
  3. Brevo — best for multi-channel marketing

Here’s a quick comparison of our top seven picks:

Tool

Entry Offer

Pricing

HubSpot

14-day free trial

Starts at $20/mo

ActiveCampaign

14-day free trial

Starts at $70/mo

Brevo

Free plan

Starts at $25/mo

Ortto

14-day free trial

Starts at $99/mo

GetResponse

Free plan

Starts at $19/mo

Pardot

Free demo

Starts at $1,250/mo

Mailchimp

30-day free trial

Starts at $13/mo

Here are the top 50 SaaS marketing automation tools we considered in this review:

  1. HubSpot 
  2. ActiveCampaign
  3. Brevo
  4. Ortto
  5. GetResponse 
  6. Pardot 
  7. Mailchimp
  8. Constant Contact
  9. Keap
  10. Zoho Campaigns
  11. Marketo 
  12. Klaviyo
  13. Drip
  14. Omnisend
  15. Moosend
  16. ConvertKit
  17. AWeber
  18. Ontraport
  19. Eloqua (Oracle)
  20. EngageBay
  21. Campaign Monitor
  22. SharpSpring
  23. Wishpond
  24. Sendlane
  25. ClickDimensions
  26. Iterable
  27. Salesforce Marketing Cloud
  28. Act-On
  29. MailerLite
  30. OutboundEngine
  31. Benchmark Email
  32. VerticalResponse
  33. Kajabi
  34. dotdigital
  35. Mautic
  36. iContact
  37. eSputnik
  38. LeadSquared
  39. Braze
  40. Gist
  41. Sailthru
  42. Maropost
  43. SendPulse
  44. Exponea
  45. Emarsys
  46. SendX
  47. OptinMonster
  48. Mailigen
  49. Customer.io
  50. Jumplead

What is marketing automation in SaaS?

Marketing automation in Software as a Service (SaaS) involves the use of powerful marketing automation tools to automate repetitive tasks, streamline marketing processes, and enhance customer interactions. These tools automate various marketing activities like email campaigns, social media management, and content marketing, including blog posts and social media posts. Marketing automation software like HubSpot, ActiveCampaign, and Brevo provide a wide range of features that aid SaaS businesses in managing their marketing operations more efficiently.

Marketing automation tools provide valuable insights into user behavior, enabling the business owner to refine the sales funnel and improve conversion rates. For instance, these tools can segment the target audience into custom audiences, enabling personalized campaigns that improve user experience and user engagement. Features like Google Analytics integration provide further insights into the customer lifecycle, aiding in the nurturing of relationships with customers and enhancing customer service.

Moreover, marketing automation in SaaS helps generate qualified leads, maintain communication with customers, and even manage customer feedback. An example of this can be app messages or email automation, where personalized messages are sent to current customers or potential customers, based on their behavior or preferences. These insights and automation capabilities make marketing automation a powerful tool for online businesses.

Are CRM and marketing automation the same thing?

CRM (Customer Relationship Management) and marketing automation serve different purposes but are closely interconnected. CRM is primarily sales-focused, providing sales teams with tools for managing relationships with customers and tracking the sales funnel. It helps sales reps maintain customer interactions, monitor leads, and manage the customer lifecycle.

On the other hand, marketing automation is more marketing-centric, designed to automate marketing activities and streamline marketing processes. It provides marketing teams with tools to manage email campaigns, social media marketing, and content marketing. This includes automating repetitive tasks, like sending out emails or posting on social media platforms, allowing marketers to focus on strategy and creative work.

However, many advanced platforms, like HubSpot, combine CRM and marketing automation capabilities, providing a comprehensive solution for both sales and marketing teams. Such platforms allow for better alignment between the teams, ensuring a more seamless customer journey from the first point of contact to the sale and beyond.

Which systems are best integrated with marketing automation?

The best systems to integrate with marketing automation are those that enhance the functionality of the marketing tools and provide more comprehensive insights into customer behavior. These could include CRM systems, analytics tools, email marketing tools, social media platforms, project management tools, and even chat platforms for customer service.

For example, integrating a CRM system like HubSpot with marketing automation software allows for better tracking of leads and customer interactions. Google Analytics integration provides more in-depth insights into user behavior, helping to refine the marketing funnel and improve conversion rates. Social media platforms like Instagram or Facebook can be integrated for efficient social media management, allowing for scheduling posts and tracking performance.

Moreover, third-party integrations can also improve functionality. For instance, integrating email marketing tools can enhance email campaigns, and project management tools can streamline marketing operations. Therefore, the best systems to integrate with marketing automation depend on the specific needs and goals of the business.

What is the difference between sales automation and marketing automation?

Sales automation primarily assists sales teams, focusing on streamlining the sales process, managing leads, and enhancing customer relationships. Marketing automation, on the other hand, is geared towards marketing teams, automating repetitive marketing tasks, managing campaigns, and analyzing user behavior to refine marketing strategies.

Is Zoho a marketing automation platform?

Yes, Zoho does indeed offer a marketing automation platform, known as Zoho Marketing Automation. This powerful tool is designed to help businesses automate their entire marketing process, from lead generation to customer retention.

Zoho Marketing Automation offers a comprehensive range of features to support various marketing activities. It enables the creation of personalized email campaigns and social media posts, fostering better engagement with the target audience. It also provides automation of repetitive tasks such as sending out emails or scheduling social media posts, freeing up valuable time for marketers.

The Bottom Line

To recap, here are the best SaaS marketing automation tools to try this year:

  1. HubSpot — best of the best
  2. ActiveCampaign — best for email marketing automation
  3. Brevo — best for multi-channel marketing
  4. Ortto — best for customer journey automation
  5. GetResponse — best for webinar marketing 
  6. Pardot — best for enterprises
  7. Mailchimp — best for small businesses and startups

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