Mastering Marketing Automation: Top 5 Tools for Streamlining Your Strategy

In marketing, content isn’t the only kind. Recently, marketing automation has usurped the throne, as more and more people are aware of how much time and money it saves. Thus, it’s no wonder there are literally thousands of options on the market.

As you’ve probably guessed already, it’s all about choosing a platform that fits your organization’s specific needs. Nevertheless, versatility is essential, and the best marketing automation tools showcase this exquisitely. Let’s take a look at the top five.


Founded in 2012, Klaviyo rapidly gained prominence in e-commerce marketing. It specializes in SMS and email marketing solutions and customer communication, targeting e-commerce businesses. As of 2023, they have over 110,00, a majority of whom are Shopify site owners.


  • Email marketing campaigns: Klaviyo’s email marketing campaigns feature robust personalization options and A/B testing capabilities, empowering businesses to tailor their communications and optimize their strategies effectively.
  • Customer segmentation: Likewise, this marketing automation tool enables businesses to segment their customers based on behavior, offering dynamic segmentation that adjusts to customer data changes, ensuring relevant and targeted marketing strategies.
  • Analytics and reporting: The platform provides tools for real-time performance tracking and acquiring deep customer insights, aiding businesses in understanding and responding to market trends and customer preferences.
  • Integrations and API: Klaviyo’s strength in integration lies in its compatibility with numerous e-commerce platforms and its ability to synchronize with various CRM and third-party tools, totaling over 300 custom workflows involving this marketing automation tool.

Pricing and Plans

Klaviyo has a free plan, but it’s limited to 500 monthly email sends and 150 SMS/MMS credits. However, the Email and Email and SMS plans have scalable pricing, which depends on the size of the contact list, as well as any added credits.


HubSpot, established in 2006, has become a comprehensive resource for inbound marketing, catering to businesses seeking a unified platform for marketing, sales, and customer service. Today, more than 196,000 customers are on the platform, including the likes of DoorDash, Reddit and Tumblr.


  • Inbound marketing tools: HubSpot provides a content management system along with SEO and blogging tools, enabling businesses to create and optimize their online content for better audience engagement.
  • Lead generation and management: The platform’s strength in lead generation and management is evident in its efficient forms and landing pages, coupled with workflows that nurture leads through the sales process.
  • Sales and CRM integration: HubSpot integrates sales and CRM functionalities, offering tools for deal tracking and pipeline management that enhance the synergy between sales and marketing efforts.
  • Analytics and reporting: The platform offers customizable dashboards and detailed revenue attribution reporting, providing businesses with actionable insights into their marketing and sales activities.

Pricing and Plans

HubSpot’s pricing includes a range of options, from free to premium tiers, along with additional features available as add-ons, allowing businesses to scale their usage according to their growth and requirements.


ActiveCampaign has positioned itself as a significant tool for small to mid-sized businesses in the marketing automation field, offering accessible yet comprehensive solutions. Its calling cards are unlimited automation and a detailed automation map.


  • Email marketing and automation: ActiveCampaign’s email marketing and automation tools include a range of functionalities like triggered emails, autoresponders, and sophisticated segmentation and personalization options.
  • CRM and sales automation: The platform integrates CRM and sales automation features, enhancing the efficiency of sales processes with tools such as contact and lead scoring and streamlined sales workflows.
  • Messaging and chat: ActiveCampaign extends its capabilities with on-site chat solutions and SMS and messaging platform integration, broadening the scope of customer interactions.
  • Analytics and reporting: The platform provides detailed analytics, including conversion reporting and campaign split testing, offering businesses insights to refine their marketing strategies.

Pricing and Plans

ActiveCampaign’s pricing structure encompasses various tiers, each with a specific set of features, but neither of these tiers provides the versatility nor the full scope HubSpot does. However, ActiveCampaign is the best marketing automation tool for creating custom workflows.

Salesforce Pardot

Pardot, within the Salesforce ecosystem, is particularly effective for B2B marketing automation, serving mid-sized to large companies in sectors such as technology and professional services. Salesforce is utilized by 150,000 organizations, but it’s unknown how many of those are solely Pardot users.


  • Email Marketing Automation: Pardot offers a visual email builder and advanced analytics, giving marketers tools to create impactful email campaigns and measure their success.
  • B2B Marketing Analytics: The platform provides AI-powered insights and comprehensive tracking of campaign performance, essential for formulating effective B2B marketing strategies.
  • Sales Alignment: Pardot aligns marketing with sales objectives, offering features like lead nurturing and scoring, and real-time sales alerts, facilitating effective lead conversion.
  • Integrations and Ecosystem: The integration capabilities of Pardot with Salesforce CRM and its extensive partner network underscore its role as a versatile tool within the Salesforce suite.

Pricing and Plans

Pardot’s pricing options offer a range of features, with a comparative analysis to other Salesforce products highlighting its specific benefits for B2B marketing.

Adobe Marketo Engage

Following Adobe’s acquisition and rebranding, Marketo Engage has become an integral part of the Adobe Experience Cloud, offering solutions for cross-channel marketing and experience automation. Recently, it’s been equipped with AI capabilities, multi-touch attribution, and more.


  • Cross-channel marketing: Marketo Engage orchestrates marketing efforts across various channels, including web, email, and ads, providing extensive personalization options to scale.
  • Experience automation: Leveraging AI for content delivery and predictive engagement scoring, this particular tool excels at enhancing customer experiences and improving engagement metrics.
  • Analytics and insights: Marketo Engage offers unified customer profiles and comprehensive journey analytics, providing a holistic view of customer interactions and behavior.
  • Platform integration: Integration with the Adobe Experience Cloud and various APIs and third-party tools extend Marketo Engage’s capabilities, making it a flexible solution for complex marketing needs.

Pricing and Plans

The platform employs a custom pricing strategy, allowing businesses to tailor their investment according to their specific marketing requirements and objectives.


Selecting the right marketing automation tool requires careful consideration of your business’s specific marketing needs, customer engagement strategies, and even the size of your contact list. ActiveCampaign is the best for organizations looking to automate workflows, while HubSpot is the one-stop shop for everything from CMS to sales. However, Klaviyo takes the crown in this round due to its 300+ integrations and myriad reporting features.