Top 15 SaaS Marketing Automation Tools for Streamlining Your Business in 2024

By Viktorija Lobanova Updated on October 31, 2023

Top SaaS Marketing Automation Software in 2024: A Shortlist

Below is a curated selection from the extensive array of marketing tools, representing top-tier contenders in the industry:

• Hubspot: Best overall
• Mailchimp: Best for email marketing
• AdRoll: Best for paid ads
• Hotjar: Best to gain valuable insights on user behavior
• Drip: Best for e-commerce workflow automation
• Hootsuite: Best for social media
• Marketo: Best for lead management
• Keap: Best for sales automation
• Drift: Best for creating personalized campaigns
• EngageBay: Best for small SaaS companies
• ActiveCampaign: Best for customer success
• Intercom: Best for customer communication
• Zapier: Best integration
• Ortto: Best for marketing data analytics
• Encharge: Best to track user actions

We are confident these tools are exceptional at analyzing customer experience, and their behavior, creating personalized campaigns, boosting lead generation and lead nurturing. Delve deeper into each tool in the following sections.

What Is SaaS Marketing Automation?

Marketing automation is a vital part of your SaaS marketing strategy, It helps improve customer experience in your potential customer lifecycle, as well as guide new customers through the journey from interest to conversion, a process central to the success of SaaS products.

By automating key sales and marketing activities, such as inbound marketing, lead generation, and outreach, SaaS businesses can more efficiently and effectively connect with their target audience. More so, they can help you increase your customer lifetime value.

Automating various marketing processes boosts scalable growth by streamlining efforts that would otherwise require considerable manual labor, thereby accelerating the path to conversion and enhancing overall business performance. This growth will not happen overnight, but it’s a big step in the right direction.

What to Consider Before Choosing the Best SaaS Marketing Automation Tool

Not every SaaS marketing tool will perfectly fit the needs of your SaaS company. Your sales team might need different tools for each product or service. Start by identifying gaps in your existing SaaS marketing stack.

When selecting SaaS marketing tools, ask:

• Need to boost social media reach and engagement?
• Low social media click-through rate?
• Web pages not ranking on Google’s first page?
• Want to speed up email outreach?
• Require data-driven lead generation reports?
• Need to track marketing expenses and sales revenue?

Remember, no tool fits all marketing activities. Clarify your SaaS business goals before choosing the right marketing software.

Reviewing the Best SaaS Marketing Automation Platforms

Continue reading below to discover the best SaaS marketing automation tools of 2024.

1. HubSpot

HubSpot has dominated the business industry since 2006, catering to small to large enterprises with solutions spanning various sectors. The Marketing Hub excels in streamlining SaaS processes, standing out as a top marketing automation tool with its versatile toolkit.

This solution is versatile, providing the following benefits:

• Forms
• Live Chat
• Salesforce Integration
• Contact Management
• Marketing Campaigns Management
• Marketing Automation
• Marketing Analytics
• Dashboards
• Advanced Marketing Reporting

On top of all this, HubSpot offers a free version, alongside other affordable editions.

• $0/month (Free)
• $45/month (Starter)
• $800/month (Professional)
• $3,600/month (Enterprise)

HubSpot’s Marketing Hub is used by a diverse customer base, including Reddit, Rakuten Advertisig, Casio, and Monday.com. It integrates with external apps like Salesforce, Zoom, and Zapier, serving various industries such as banking, finance, retail, healthcare, media, tech, manufacturing, and education.

2. Mailchimp

Mailchimp, a renowned name in email marketing, expanded into SaaS marketing automation. Since being acquired by Intuit, it offers various solutions:

• Email Marketing Campaigns
• Social Media
• Websites
• Audience Management
• Marketing Automation
• Templates
• Reporting and Analytics
• Content Creation

Their content creation tools like Content Optimizer and Generative AI drive growth. The pricing of this tool is as follows:

• $0/month for 1 seat and 1,000 monthly email sends (Free)
• $13/month for 3 seats and 5,000 monthly email sends (Essentials)
• $20/month for 5 seats and 6,000 monthly email sends (Standard)
• $350/month for unlimited seats and 150,000 monthly email sends (Premium)

With a free plan and affordable pricing, they serve clients in e-commerce, retail, start-ups, and more.

3. AdRoll

Advertisements and cross-channel promotions are on the rise in the SaaS industry and are expected to continue growing across various e-commerce sectors. For optimizing and tracking advertising and engagement efforts, consider using AdRoll.

This SaaS marketing automation software excels in monitoring ad campaigns and offers robust features for SaaS companies and marketers, including solutions for retargeting ads, brand awareness ads, marketing across channels, audience segmentation, email marketing, marketing automation, and reporting insights.

AdRoll simplifies monitoring ads across multiple channels. They offer a unique pay-as-you-go pricing model and a Marketing and Ads Plus plan at $36 per month with a 50% ad credit back.

AdRoll helps to handle marketing materials in industries like agencies, apparel, beauty, education, finance, food and beverage, health and wellness, home and garden, and travel.

4. Hotjar

Established in 2014 to analyze website user behavior, Hotjar has served over 900,000 sites in nearly 200 countries. Wondering about user engagement on your site? Hotjar can provide customer data insights and visualizations for your sales funnel.

Discover how Hotjar optimizes website content:

• User Behavior Visualization
• Context Feedback
• User Engagement
• AI-Powered Surveys
• Conversion Flow Visualization
• App Integrations
• Dashboard

Hotjar offers a free Basic version along with paid plans:

• $39/month for 100 daily sessions (Plus)
• $99/month for 500 daily sessions (Business)
• $213/month for 500 daily sessions and a dedicated success manager (Scale)

Ideal for marketing and sales teams, product managers, UX designers, and researchers.

5. Drip

For an email marketing automation tool with segmentation reports, consider Drip for your SaaS product. Lead generation is just the beginning of the sales funnel. Drip supports lead nurturing with automated workflows. The tool streamlines converting leads into new customers by tailoring customer journeys based on trends and individual demands. With over 20 workflow templates, transitioning to Drip is seamless.

Here are the solutions that Drip can provide for SaaS companies:

• Visual Workflow Builder
• Ecommerce Integrations
• Behavior-Based Automation
• Social Retargeting
• Email and SMS Automation
• Onsite Journey
• Segmentation Reports
• A/B Testing

Drip also offers a 14-day free trial, giving potential customers unlimited access to all features during that time.

After that free trial period, here are some of Drip’s pricing points:

• $39/month for up to 2,500 subscribers
• $89/month for up to 5,000 subscribers
• $154/month for up to 10,000 subscribers

Drip’s customers are mostly working in the marketing and advertising space, but this marketing automation platform also addresses needs in computer software, retail, financial services, food and beverages, and real estate.

6. Hootsuite

With platforms like Facebook, TikTok, and Instagram gaining reach daily, social media strategy has become a key marketing channel for SaaS companies. Success isn’t guaranteed overnight, though. Social media management involves trial and error, demanding vigilance and optimization. Managing these activities effectively is where Hootsuite excels.

Hootsuite, a proven social media automation tool, offers key features:

• Publishing and Scheduling
• Engaging Customers
• Monitoring Activity
• Advertising Content
• Analyzing Results
• App Integrations

Hootsuite provides a free 30-day trial on two pricing plans. Opting out of the trial grants a 20% discount on the chosen plan:

• $99/month for 1 user and 10 social accounts (Professional)
• $249/month for 3 users and 20 social accounts (Team)
• Custom pricing for over 5 users and 50 social accounts (Enterprise)

Used in various industries, Hootsuite is acclaimed for its social media management tool.

7. Marketo

Established in 2006, Adobe Marketo Engage, known as Marketo, is a popular SaaS marketing automation software. Originally focusing on lead generation, it expanded to include social media and account-based marketing solutions. Here are some key features:

• Design Studio
• Revenue Explorer
• Email Insights
• Web Personalization
• Community
• SEO
• Performance Insights
• Cross-Channel Marketing
• Content Intelligence
• Sales Connect
• Generative AI

For its pricing, Marketo offers three standard tiers, as you can see below:

• $895/month for 5 sales insight users (Spark)
• $1,795/month for 10 sales insight users (Standard)
• $3,195/month for 20 sales insight users (Select)

Marketo creates marketing strategies for a diverse customer base, including GE Healthcare, NBA Team Milwaukee Bucks, Kindred, Altisource, and Charles Schwab. Its benefits reach industries needing lead management, customer service, and cross-channel marketing.

8. Keap

Since its start in 2001, Keap has proven to be one of the best sales automation tools. Since then, the tool has evolved from sales leads to a top CRM platform, perfect for small businesses. Covering sales, marketing, and email deliverability, Keap targets small businesses with up to 25 employees. Customers love Keap’s ROI tracking feature, crucial for small businesses. It also offers:

• Small Business Automation and CRM
• Progress Tracking
• Dedicated Mobile Number
• App Integration
• Lead Capture and Management
• Email and Text Marketing
• Invoicing
• Referrals
• Schedule Appointments

Keap is hands-on with support and provides personalized coaching. Pricing includes:

• $199/month for 1,500 contacts and 2 users (Pro)
• $289/month for 2,500 contacts and 3 users (Max)
• Custom pricing for advanced needs (Max Classic)

Keap is used in various industries like accounting, coaching, consulting, financial advising, gyms, insurance, marketing, nonprofits, photography, real estate, and startups.

9. Drift

Customer support drives customer growth, especially with social media and in-app messaging platforms facilitating communication. 60% of customers exit a brand’s platform after a negative support encounter.

SaaS companies require an engaging customer support team. Drift, a SaaS marketing automation software, excels in customer engagement through AI and chatbots. Drift specializes in conversational AI for realistic customer interactions.

Drift offers AI solutions in:

• Conversational Marketing
• Conversational Sales
• Conversational Service
• Personalized messages

Starting at $2,500 per month, Drift’s plans include live chat, custom chatbots, and more. Advanced and Enterprise plans with custom pricing are available. Drift serves companies like Pantheon, Qualtrics, and Okta across various industries.

10. EngageBay

Looking for a versatile CRM like EngageBay with top SaaS marketing tools? EngageBay, a US-based platform, excels in marketing and sales. It offers key features:

• Marketing Automation
• Email Marketing
• 360-Degree Customer View
• Appointment Scheduling
• Contact Management
• Sales CRM
• Live Chat
• Landing Pages
• Web Forms

EngageBay supports various SaaS marketing needs for companies, providing a free version with essential features and offering these plans:

• Basic: $12.74/month (1 user, 500 contacts)
• Standard: $42.49/month (1 user, 5,000 contacts)
• Premium: $84.99/month (1 user, unlimited contacts)

This versatile CRM is popular among SMBs in B2B and B2C sectors.

11. ActiveCampaign

Lower churn and a growing customer base are primary goals for SaaS companies. ActiveCampaign offers versatile tools for marketing, sales, and e-commerce processes. It’s a leading SaaS marketing automation software featuring services such as:

• Email Marketing
• Site Tracking
• Landing Pages
• Sales Engagement
• Lead Scoring
• Inbox Extensions

They provide a free trial and specific pricing plans for different areas like email and marketing automation:

• Plus: $49/month for 3 users
• Professional: $149/month for 5 users
• Enterprise: Customizable pricing for 10 users

ActiveCampaign serves notable companies like Paperbell, Cambiati, Unicorn Capital, and others across various industries including e-commerce, healthcare, media, and retail.

12. Intercom

Do you engage with clients via email and in-app platforms? Communication and marketing on these platforms are crucial for brand awareness, and optimizing the customer journey. Explore Intercom, a top SaaS marketing tool for both platforms. Check out its key features:

• AI-Assisted Help Desk
• Optimized Ticketing
• Custom-Designed Mobile Messenger
• OpenAI-Powered AI Bot
• Onboarding and Education
• Outbound Messages
• Customer Data Platform
• Workflow Builder
• Real-Time Dashboard

Intercom offers free trials for plans and demos for top-tier plans. Pricing overview:

• $74/month for a small marketing team (Starter)
• Personalized pricing for customer support (Pro)
• Custom pricing for Service Level Agreements (Premium)

Intercom caters to startups, SMBs, and enterprise businesses in e-commerce, finance, education, and healthcare. With over 25,000 clients including Amazon, Meta, Microsoft, Hostinger, Atlassian, Xero, and other software companies.

13. Zapier

Scaling your marketing is complex, involving factors like content creation, workflow strategy, scheduling, contact management, and automating customer journeys. If you want to boost your marketing, Zapier can help with:

• Data Scalability
• Application Integration
• Workflow Management
• Performance Monitoring
• Security Measures
• Real-Time Reporting
• Low-Code Development

Zapier ensures data safety and high security for SaaS companies, with 24/7 security teams. They offer a free version and four paid plans:

• $0/month for 100 tasks (Free)
• $19/month for 750 tasks (Starter)
• $49/month for 2,000 tasks (Professional)
• $69/month for 2,000 tasks and unlimited users (Team)
• $99/month for 2,000 tasks and advanced admin permissions (Company)

Companies in various sectors like tech, business, education, finance, manufacturing, retail, media, healthcare, and real estate use Zapier.

14. Ortto

The email marketing automation space is highly competitive, pushing players to innovate and stand out. Ortto, a marketing software, stands out by offering easy visualization of email automation journeys through dynamic templates. Customers can drag and drop shapes to redesign their journey.

Ortto also provides key features:

• Email Marketing
• SMS Marketing
• Push Notifications
• Live Chat
• In-app Messages
• Forms and Popups
• Security and Privacy
• Integrations

Ortto offers three pricing tiers, as you can see below:

• $599/month for 10,000 contacts (Professional)
• $999/month for 10,000 contacts and priority support (Business)
• $1,999/month for 10,000 contacts and a dedicated success manager (Enterprise)

Ortto empowers startups and scale ups, including a diversified customer base that features Pattern, Sked Social, Dinero, Mosaic, Double Yolk, Kashoo, and TAXIBOX. Ortto’s platform is utilized across higher education, B2B companies, real estate, retail, and non-profit.

15. Encharge

Encharge’s Flow Builder, a flagship product, allows customers to map out user journeys effortlessly. Like Ortto, users can drag, drop, and connect steps to create workflows. Encharge’s primary aim is converting trial users to paying customers, achieved through key features:

• Flow Builder
• Broadcasts
• Behavior Emails
• Event Management
• User Segments and Profiles
• Email Personalization and Editor
• A/B Tests
• Company Profiles
• Website Tracking
• Forms

Here’s an overview of Encharge’s pricing plans:

• $99/month for 2,000 subscribers (Growth)
• $159/month for 2,000 subscribers and increased monthly email sends (Premium)
• Custom pricing for over 50,000 subscribers and a dedicated account manager (Enterprise)

According to their official website, Encharge addresses use cases like marketing automation, lead nurturing, user onboarding, and trial conversion.

Benefits of Using Marketing Automation Software for Businesses

Effective SaaS product marketing extends well beyond flashy ads and trendy social media infographics. Within the SaaS sector, various marketing channels emphasize process optimization, where SaaS marketing automation tools play a pivotal role.

These software solutions streamline processes across key marketing domains:

• Social media marketing strategy
• Email marketing campaign
• Paid ads and SEO
• Lead generation and inbound marketing automation
• Targeted customer research
• Customer support and communication
• Onboarding and adoption

SaaS marketing automation software is designed to address specific needs within these areas. Your task is to identify the tools that best align with your unique marketing requirements.

Tips for Choosing the Right SaaS Marketing Automation Platform for SaaS Business

When it comes to choosing the right SaaS marketing automation tool for your business, there are several factors that you should consider. This can be a daunting task, especially with the numerous options available in the market today. However, by carefully evaluating your needs and priorities, you can find the perfect tool that will help streamline your marketing efforts and drive growth for your business.

Asses your marketing needs

When you’re choosing between different SaaS marketing automation tools, start by really looking at what your business needs. Consider things like how big your operations are, the scope of your marketing efforts, and what goals you have in mind. This careful evaluation will help you narrow down your options and make sure the tool you choose fits your business perfectly.

Determine your budget

SaaS marketing automation tools span a wide range of prices, from being available for free to costing hundreds or even thousands of dollars per month. To make an informed decision, it’s crucial to establish your budget and decide how much you’re willing to allocate for such a tool. While certain tools may appear costly initially, they have the potential to enhance efficiency and save your business valuable time and resources by simplifying your processes.

Integration compatibility

When choosing a marketing automation tool, ensure it aligns smoothly with your current business tools and platforms. This harmony promotes seamless collaboration and prevents potential issues. Also, consider future integrations and partnerships to confirm your chosen tool can adapt to upcoming changes and advancements effectively.

Scalability and flexibility

As your business grows, so will your marketing needs. It is important to choose a SaaS marketing automation tool that can grow and adapt with your business. Look for tools that offer scalability and flexibility, allowing you to add on features or adjust plans as needed without having to switch to a completely new tool.

Work with a digital marketing agency

If you’re uncertain about the ideal SaaS marketing automation tool for your business, consider seeking advice from Fortis Media, a digital marketing agency. Our seasoned marketing specialists have vast experience working with a variety of tools and can offer valuable insights and tailored recommendations to many different software companies.

Moreover, Fortis Media is equipped to support you throughout the implementation and integration process, ensuring a seamless transition.

Reach out to Fortis Media today to elevate your SaaS marketing endeavors like never before.

Conclusion

In this article, you’ve discovered that each SaaS marketing automation tool offers a unique solution for reducing repetitive tasks and boosting the efficiency of your marketing team. Whether it’s email management or workflow mapping, the key is to find the tool that meets both your immediate and long-term needs.

Our suggestion is to closely examine each tool, assessing their strengths and weaknesses. While there isn’t a perfect all-in-one solution yet, there are SaaS marketing automation tools available to streamline your marketing processes and enhance customer engagement.