15 Marketing Automation Tools for Small Businesses [2022]

Photo Credit: HubSpot Blog

Marketing automation is simply defined as a technology that manages marketing processes and multifunctional campaigns across multiple channels, mechanically. By promoting automation, businesses will target customers with automatic messages across email, web, social, and text. Messages are sent mechanically, in step with sets of directions referred to as workflows. Workflows may even be outlined by templates, customized from scratch, or changed mid-campaign to achieve higher results. Marketing and sales departments use the best small business marketing automation tools to change online promotional campaigns and sales activities to maximize potency.

Once automation is employed effectively to handle repetitive tasks, the staff area unit is free to tackle higher-order issues, and human error is reduced.

Small Business Tools Used for Marketing Automation

  • ConvertKit
  • OptinMonster
  • Drip
  • Sendinblue
  • Jotform
  • Outbrain
  • Google My Business Auto Publish
  • Zapier
  • Hootsuite
  • Mention
  • Marketo
  • Customer.io
  • Eloqua
  • Hubspot
  • Constant Contact

Most of these small business marketing automation tools are similar and top-notch. However, let’s look in-depth into those I recommend for you

#1. Marketo

Marketo is maybe the simplest better-known selling automation tool, and this is for a very good reason. It’s one among the foremost mature tools, with a full suite of options that not solely facilitate marketers managing email campaigns, and however conjointly offer wonderful tools for sales groups. Marketo conjointly features a marketplace, known as LaunchPoint, with dozens of integrations.

This is a vital tool for organizations and companies that are in search of marketing tools that have many features aside from basic marketing automation. Although it might not be entirely important to get this if you are hoping to use only basic marketing automation due to its price.

However, if you hope to move to advanced functions after starting up with the basic functionalities, it would be advised to get Marketo now and be sorted for a very long time. This helps you save the stress of having to transfer large data or lose data in the process. Marketo is a good tool for newbies and has a wide and resourceful knowledge base.

#2. Customer.io

A brief survey of users of this basic marketing automation tool will show you that customers prefer it due to its flexibility. Customer.io allows users to get exactly what they want from us. It may not necessarily be perfect, however, with time and little effort you can design your customer.io basic marketing automation tool to your taste.

Customer.io is a big game changer, despite being relatively new in three industries. They are growing very quickly and are one to watch out for in the industry. Compared to other tools customer.io has a lightweight UI and is very fast. It also triggers emails based on events and not only on pageviews.

Customer.io naturally suits companies that are just starting up with marketing automation and do not need typical enterprise software. They are rather able to run with lightweight UI software. It is also suitable for companies that are looking for some form of flexibility, while still retaining more advanced functionality. It is also willing to devote the developer resources to implement it.

#3. Eloqua

When I think of Eloqua, I think of the best in class in marketing automation. It provides an unparalleled level of service together at a reasonable price. This tool helps tutor/mentor their respective customers on how to use the tool and how to get the best out of their products. Eloqua also has a good number of integrated third-party services, which in turn provides a very good marketplace.

Although the price of Eloqua may seem like a bargain when compared to what it can offer you, I don’t recommend it for small businesses. Eloqua is used to its full potential by business that requires enterprise-level software, it is also financially sensible for them. Eloqua allows CRM integration and also spends a lot of time educating its users as they use it.

#4. Hubspot

Have you ever heard of the saying “jack of all trades, master of none?” This would be the perfect definition of what goes on in hutspots. Hubspot does a bit of everything, but they do not specialize in any one thing or go deep into any. This tool is often described as “inbound marketing software.” This is because it offers a variety of tools, including marketing automation. Its versatility makes it quite convenient for users.

Similar to some of the other best marketing automation tools, Hubspot is exquisite for small businesses. It thrives better than some of the other marketing automation tools in that it gives additional functionalities beyond email marketing. So if you are looking for Jack of all masters of none, you can key into the basic functionalities of Hubspot.

#5. Constant Contact

Similar to Hubspot, constant contact is better suited to small businesses. It is a rather well-known marketing automation tool that does the basic functionalities of marketing automation to the top level. It is quite user-friendly and allows less informed users to get a very good marketing automation tool that is affordable and they can use.

Constant Contact is ideal for small businesses that want to speed up the early stages of their marketing using organized emails. It is also an important facet for companies that do not have any intention of having enterprises that would need advanced functionalities along the line.

How Do I Select the Best Marketing Automation Software for Me?

To select the best small business marketing automation software or tools, consider the following:

#1. Cost

Some vendors offer deals that look unbelievable when it comes right down to the primary payment. However, you realize that there have been a bunch of hidden fees that you just weren’t explicitly told about.

This simply implies that the first factor you ought to consider when choosing a market automation tool is the price.

#2. Company Size

All marketing automation tools offer various pricing plans depending on how big the company is. If you have a small business and you are not expecting to handle more than a thousand leads a month, then there is no need to get an enormous subscription that allows you to take care of a million leads per month.

In situations where the company that you like doesn’t offer a pricing plan that is suitable for your business, it’s always an option to negotiate with the company over a customized software version for your company.

#3. Customers Relationship Management (CRM) Integration

Even though most service providers allow many third-party integrations by default, it’s an extra benefit if they expose the platform’s API for you. This can allow your developers to even add integrations with software that the platform doesn’t have built-in integration support for.

#4. API Access

Even though most service providers allow many third-party integrations by default, it’s an extra benefit if they expose the platform’s API for you. This can allow your developers to even add integrations with software that the platform doesn’t have built-in integration support for.

#5. Training

Regardless of how high the usability standards of a marketing tool may be, your team would require a minimum of some training to be conversant in the software. Understand whether corporate training is included in your subscription and, if not, inquire whether it may be added. This is often important because, to maximize the true potential of a marketing automation tool, you must make sure that all of your team members feel a reception with it.

What’s New in Market Automation

#1. Use of Artificial Intelligence

It is quite obvious that the world is advancing in science and technology. The use of artificial intelligence is increasing more and more in all fields of life, including marketing automation. Many marketing automation tools strive the use artificial intelligence to provide their customers with the best in class.

#2. ChatBots

Most of us in various aspects of life have encountered chatbots. These are computer programs that specialize in conversations both text and audio. This technology has helped take conversations between producer and consumer to another level.

Is CRM a Marketing Automation Tool

It’s easy to mix up between customer relationship management, CRM, and marketing automation tools as both facilitate your ability to reach customers and nurture relationships with them. However, the difference lies in how each tool helps you address specific customer needs and allows you to nurture relationships with them through different stages of the client journey.

A CRM tool helps you manage and build customer relationships throughout the customer lifecycle. You’ll store customer information in a central place and segment the customer base into separate lists to send them targeted communication based on where they’re at in their journey with your brand. It can be said that they are similar in certain ways, but a CRM is not entirely a marketing automation tool.

What Is SFA in Business?

Sales Force Automation (SFA) refers to application software for sales management. SFA provides automated workflows that make a streamlined sales process to manage business leads, sales forecasts, and team performance.

SFA may be referred to as Salesforce Management.

What Should I Automate in CRM?

Below are examples of processes you can automate via CRM

  • Sales
  • Scheduling and rescheduling appointments
  • Complimentary messages after purchase
  • Newsletter sign-up and follow up
  • Ask for a Google review
  • Lead Scoring
  • Free eBooks delivery
  • Ask for referrals


Having a good marketing automation tool is very important for modern-day small businesses. This is because these tools not only reduce stress but also eliminate human error. However, picking the right tool is as important as getting the tool as it can determine how far.

Marketing Automation Tools for Small Business FAQs

What is a CRM marketing tool?

A CRM tool helps you manage and build customer relationships throughout the customer lifecycle.

What is the best small business tool used for marketing automation?

I recommend Marketo, Customer.io, Hubspot, Constant Contact, and Eloqua as the best small business tool used for marketing automation.

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