Everything around us has tapped into SaaS marketing automation, so why don’t you join this upward trend? One way or the other, automation makes life easier and helps you focus on other aspects that need more of your attention. The SaaS space knows this, and this is the main reason most companies or organizations are using Saas automation tools.
In this detailed guide that we prepared specifically for dedicated SaaS marketers, you’ll discover the capabilities and limitations of marketing automation for SaaS. Most importantly, we listed down 15 of the best SaaS marketing automation tools that will help streamline your marketing and sales efforts.
SaaS Marketing Automation and Its Importance
With the ultimate goal of converting potential customers into actual ones, marketing plays a crucial role in the success of a SaaS product. You need to generate the right leads among your target customer base and take them on a journey that will eventually lead to a successful conversion.
Generating leads and reaching out to potential customers can be very time-consuming when done manually. For this reason, most companies have now invested in SaaS marketing tools that can automate some of their most important processes. It’s not an overnight growth, but it’s a big step in the right direction.
Read our other articles that are related to SaaS:
Role of Marketing Automation Tools in Optimizing Marketing Processes
When promoting a SaaS product, it’s not just about putting up advertisements and trendy infographics on social media platforms. There is a variety of marketing channels in the SaaS industry, which puts a bigger emphasis on optimizing your marketing processes.
This is where SaaS marketing automation tools enter the picture. This automation software will help smoothen your processes in these marketing areas:
- Social media engagement
- Email outreach and marketing
- Lead generation and nurturing
- Niche customer research
- Customer support and communication
- Onboarding and adoption
As you can see, there are specific areas in which these SaaS marketing tools can serve their purpose. You just have to choose which ones can fill the gaps in your specific marketing needs.
Criteria for Selecting SaaS Marketing Automation Tools
Not all SaaS marketing automation tools will fit the particular needs of your company or brand. You may even need different tools for each of the products or services that you offer. So, it goes on to say that the first step is to identify the particular holes in your marketing efforts that need filling out.
When choosing the right SaaS marketing automation tools for your company, here are several questions that you need to answer:
- Do you need to increase your reach and engagement rate on social media platforms?
- Do you have a low click-through rate on website links on social media?
- Do your web pages fail to show up on search engine results?
- Do you need to quicken your email outreach and marketing efforts?
- Do you want a tool that can provide data-driven reports on the number of leads you generated?
- Do you need to monitor and compare your marketing expenses and sales revenue?
Even if you spend a lifetime looking, you won’t find SaaS marketing software that can do it all. The marketing aspect in the SaaS industry covers a wide space, which is why you have to determine the particular needs and requirements of your product.
Best SaaS Marketing Automation Tools
As the SaaS technology continues to develop, so do the needs and wants of the customers. Studying the trends and fluctuations in the market is always a prerequisite in this business, something that could be tedious and challenging at times.
But don’t worry too much, as there are SaaS marketing automation tools that could help you. More and more SaaS companies count on these tools to automate important aspects of their marketing processes, especially in the side of identifying customer behavior and generating leads.
Continue reading below to discover the best SaaS marketing automation tools of 2023.
There’s a reason why HubSpot has taken the business industry by storm since its inception in 2006. From serving small-sized companies to meeting the large-scale needs of enterprise organizations, HubSpot has been providing solutions across a variety of industries and spaces.
HubSpot has also taken on the challenge of streamlining SaaS processes, particularly in marketing automation. HubSpot’s Marketing Hub is one of the best SaaS marketing automation tools out there, thanks to the versatile toolkit that it offers. It is a flexible solution that offers the following:
- Live Chat
- Salesforce Integration
- Contact Management
- Campaign Management
- Marketing Automation
- Marketing Analytics
- 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 utilized across a diversified customer base that includes Reddit, Rakuten Advertisig, Casio, and Monday.com. One of its use cases is the ability to be integrated into external apps like Salesforce, Zoom, and Zapier. It can be used across a multitude of industries, including banking, financial services, retail, healthcare, media, technology, manufacturing, and education.
If you need an email marketing automation tool that could also provide you with segmentation reports, Drip could be the perfect solution for your SaaS product. As you know, generating leads is only an initial component of the sales cycle. From that point, converting a lead into an actual customer could be taxing if you do it manually.
This is where Drip enters the picture, as it could optimize and customize a customer journey based on trends and individual demands. It offers more than 20 workflow templates, helping you migrate to their platform in the easiest way possible.
Here are the solutions that Drip can provide for your SaaS company:
- 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 period. 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 automation tool also addresses needs in computer software, retail, financial services, food and beverages, and real estate.
With platforms like Facebook, TikTok, and Instagram growing in reach and engagement by the day, there’s no doubt that social media has become a legitimate marketing channel for SaaS companies. However, this doesn’t automatically mean that your product could turn into an overnight sensation on social media.
Social media marketing is a trial-and-error process that requires a lot of monitoring and optimizing. To this point, you need to manage your social media activities, an aspect that Hootsuite is very adept at. Hootsuite is a tested-and-proven social media management platform that offers these powerful features:
- Publishing and Scheduling
- Engage Customers
- Monitor Activity
- Advertise Content
- Analyze Results
- App Integrations
Hootsuite also offers a free 30-day trial on two of their pricing plans. If a customer decides to skip the trial period, they will receive a 20% discount on their selected plan. Here are Hootsuite’s pricing plans for your reference:
- $99/month for 1 user and 10 social accounts (Professional)
- $249/month for 3 users and 20 social accounts (Team)
- Custom pricing for more than 5 users and 50 social accounts (Enterprise)
Hootsuite’s award-winning social media management tool is used across industries like financial services, government, higher education, healthcare, real estate, legal, agencies, nonprofits, and professional services.
Founded in 2006, Adobe Marketo Engage, or just Marketo, has been a go-to SaaS marketing automation software for many companies. It started as a lead generation and management tool, then it eventually expanded into providing solutions for social media marketing and account-based marketing.
To detail the services that Marketo can provide, here’s a list of their features for your reference:
- Design Studio
- Revenue Explorer
- Email Insights
- Web Personalization
- SEO (Search Engine Optimization)
- Performance Insights
- Cross-Channel Marketing
- Content Intelligence
- Sales Connect
- Generative AI
Throughout its existence, Marketo went through a series of acquisitions by big-name players like Vista Equity Partners and most recently, Adobe Systems. This provides you an overview of just how effective the platform is in the SaaS marketing automation space.
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 has a wide base of customers, a list that includes GE Healthcare, NBA Team Milwaukee Bucks, Kindred, Altisource, and Charles Schwab. Marketo’s benefits expand in every industry that requires lead management, customer service, and cross-channel marketing.
Customer support is one of the driving factors for customer growth, especially with social media and messaging platforms making it easier for people to communicate. To emphasize this point further, 60% of customers leave a brand’s platform when they encounter a negative customer support experience.
SaaS companies need a customer support team that effectively engages with clients and potential customers, and it’s in this space that Drift exerts its expertise. Drift is a SaaS marketing automation software that specifically focuses on improving customer engagement and sales funnel via AI and chatbots.
Drift specializes in conversational AI technology, a powerful feature that allows a chatbot to interact with customers in the most realistic and relevant way possible. As for the bigger picture, Drift provides AI-integrated solutions in these areas:
- Conversational Marketing
- Conversational Sales
- Conversational Service
Drift’s pricing plans start at $2,500 per month, which already includes features like live chat, custom chatbots, dropdowns, conversational landing pages, and custom branding. If you want to integrate more features to your plan, Drift offers the Advanced and Enterprise plans that come with custom pricing for each SaaS company.
Drift’s customer base includes Pantheon, Qualtrics, Pipefy, Okta, Skillsoft, and Informatica among many others. Their customers span financial services, manufacturing, professional services, and technology.
If you’re looking for a CRM (Customer Relationship Management) that could provide you with multiple solutions, look no further than EngageBay. It is one of the best SaaS marketing automation tools, thanks to its versatility and overall value.
Based in the United States, EngageBay prides itself in offering an (almost) one-stop shop platform for marketing and sales. Of course, there’s no solution that can do everything (just yet), but EngageBay is as close as it gets. Here are several of the powerful features that EngageBay offers to SaaS companies and organizations:
- Marketing Automation
- Email Marketing and Sequences
- 360 Degree Customer View
- Appointment Scheduling
- Contact Management
- Sales CRM and Database
- Free Live Chat Software
- Landing Pages
- Web Forms
EngageBay touches on many endpoints in the SaaS marketing journey, making it a viable option for SaaS companies who want as many solutions as possible on a single platform. It provides a free version that includes several essential features, while also offering these paid plans:
- $12.74/month for 1 user and 500 contacts (Basic)
- $42.49/month for 1 user and 5,000 contacts
- $84.99/month for 1 user and unlimited contacts
EngageBay is a versatile CRM often used by SMBs (Small to Medium-Sized Businesses) in the B2B and B2C spaces.
Lower churn and a continuously growing customer base are two of the topmost goals of any SaaS company. But without the proper software to help you achieve these goals, the process could be much more difficult for a SaaS marketer.
So, it’s a good thing that ActiveCampaign has the tools for you to streamline your processes in these areas. From marketing to sales and e-commerce, ActiveCampaign is considered as one of the most versatile SaaS marketing automation software out there. This marketing automation tool provides services on the following areas:
- Email Marketing
- Site Tracking
- Landing Pages
- Sales Engagement
- Lead Scoring
- Inbox Extensions
- Transactional Email Templates
- Message Streams
- E-commerce Integrations
ActiveCampaign offers a free trial for potential customers, along with specific pricing plans for each area. As an example, here’s an overview of their pricing plans for email and marketing automation:
- $49/month for 3 users (Plus)
- $149/month for 5 users (Professional)
- Customizable pricing for 10 users (Enterprise)
ActiveCampaign’s customer base is composed of prominent companies like Paperbell, Cambiati, Online Visibility Academy, Unicorn Capital, Bonjoro, Artivive, and Future London Academy. Their platform can be used across industries like e-commerce, healthcare, human resources, media, online education, real estate, and retail.
Do you communicate with your clients and potential customers on both email and in-app platforms? As you know, communicating and marketing on both these platforms are vital for brand awareness, which is why you have to optimize your customer journey.
Enter Intercom, one of the best SaaS marketing tools that offers you a solution on these two platforms. If you want a high-level of responsiveness and relevance on customer engagement, take a look at the key features that Intercom offers to SaaS B2B and B2C companies:
- 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
Like most SaaS marketing automation tools, Intercom also offers a free trial period for their plans, plus an exclusive demo on two of their top-tier plans. For your reference, here’s an overview of Intercom’s pricing plans:
- $74/month for small teams (Starter)
- Customizable pricing for personalized customer support (Pro)
- Customizable pricing for Service Level Agreements (Premium)
Intercom’s products serve early stage startups, SMBs, and enterprise-level businesses across e-commerce, financial services, education, and healthcare. Intercom boasts more than 25,000 clients, a long list that includes Amazon, Meta, Microsoft, Hostinger, Atlassian, and Xero.
As you can extract from the name itself, Mailchimp is one of the most well-known names in email marketing and management. It did start solely as an email automation tool, but Mailchimp has expanded their services into the SaaS marketing automation space.
Mailchimp’s growth into a fully-fledged marketing automation platform is quite unprecedented. Having been recently acquired by Intuit, Mailchimp is now offering a wide array of solutions in the following areas:
- Email Marketing
- Social Media Marketing
- Audience Management
- Marketing Automation
- Reporting and Analytics
- Content Creation
Mailchimp’s expansion into content creation has been a growth driver for them in recent times. They’re providing solutions to optimize content creation, including Content Optimizer, Content Studio, Creative Assistant, and Generative AI.
Mailchimp is also one of the SaaS marketing automation software that offers a free plan. Take a look at their affordable pricing plans below:
- $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)
Thanks to their vastly diversified services, Mailchimp now has thousands of clients across high-demand industries like e-commerce, retail, mobile and web apps, start-ups, agencies, freelancers, and developers.
Scaling your marketing efforts is not an easy thing to do, as there are many essential factors that you have to consider. Content creation is one thing, but should also take time in strategizing workflows, scheduling, contact management, and automating customer journeys.
As you can see, scaling your marketing approach could be quite a chore, which is why Zapier tapped into this market. So if you’re bent on boosting your marketing efforts, you can benefit from these powerful features that Zapier offers:
- Data Scalability
- Application Integration
- Workflow Management and Automation
- Performance Monitoring
- Security Authentication and Compliance
- Real-Time Integration and Reporting
- Low-Code Development
One of Zapier’s unique selling points is the data safety and high security level that it offers to SaaS companies. They have on-call security teams that are available 24/7, so that customers are assured that their data maintains a specified level of confidentiality.
As for its pricing, Zapier offers a free version, alongside four paid plans. Take a look at these plans below:
- $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)
Zapier is used by companies across technical services, business services, education, finance, manufacturing, retail, media, healthcare, and real estate.
The email marketing automation space is already brimming with competition on all fronts. This is beneficial from a customer perspective because the competition is forcing players to step up their game and introduce unique features that will differentiate them in the market.
Ortto is just another email marketing software, but it offers a specific feature that should be a piece of good news for potential customers. Ortto allows customers to easily visualize their marketing automation journey through dynamic and customizable workflow templates. Customers can just drag shapes and visuals for them to re-imagine a customer journey.
Along with these customizable templates, Ortto also offers these key features:
- Email Marketing
- SMS Marketing
- Push Notifications
- Live Chat
- In-app Messages
- Forms and Popups
- Security and Privacy
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.
Ortto might be the king of user-friendly visuals when it comes to marketing automation journey, you should know that Encharge isn’t a slouch, either. Encharge’s Flow Builder is one of its flagship products, something that customers can use to easily map out a user journey. Similar to Ortto, customers can just drag, drop, and connect steps to produce the entire workflow.
With the Flow Builder at the forefront, one of Encharge’s topmost goals is to convert trial users to paid customers. They do that by providing the following key features:
- Flow Builder
- Behavior Emails
- Event Management
- User Segments and Profiles
- Email Personalization and Editor
- A/B Tests
- Company Profiles
- Website Tracking
It also helps that Encharge is one of the most affordable SaaS marketing automation tools around, given the solution versatility that they offer. For your reference, 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.
Advertisements and cross-channel promotions are ramping up in the SaaS industry. With so many digital marketing channels nowadays, this trend will continue to rise not just in the SaaS space, but in every type of e-commerce industry.
So, if you’re looking for ways to optimize and monitor your advertising and engagement efforts, look no further than AdRoll. As one of the best SaaS marketing automation software specifically in monitoring ad campaigns, AdRoll offers powerful features to SaaS companies and marketers. Take a look at the areas that AdRoll provides solutions for:
- Retargeting Ads
- Brand Awareness Ads
- Marketing and Connected Channels
- Audience and Segmentation
- Email Marketing
- Marketing Automation
- Reporting and Insights
As we just mentioned, advertising simultaneously on multiple channels is a current trend. So as a SaaS owner or marketer, you would want one specific platform to monitor all these ad campaigns that you have. Fortunately, you have AdRoll to help you out.
AdRoll also has a unique pricing point where customers can just pay as they go. They also charge $36 per month for their Marketing and Ads Plus plan, which includes a 50% back in ad credits.
AdRoll provides their solution to a number of industries, including agencies, apparel, beauty, education, finance, food and beverage, health and wellness, home and garden, and travel.
Founded in 2014 as a solution that analyzes user behavior on a website, Hotjar has since served more than 900,000 websites in almost 200 countries. How long does a typical user stay on a specific web page of yours? What are the products or features that they are most interested in?
Most SaaS companies have their own websites, so Hotjar can be a powerful tool for them to invest in. If you want to see what exactly is going on in your sales funnel, Hotjar can provide you with visualizations and data-driven insights. Take a look at how Hotjar can help you optimize your website content and structure:
- User Behavior Visualization
- Context Feedback
- User Engagement
- AI-Powered Surveys and Analysis
- Conversion Flow Visualization
- App Integrations
The good news is that Hotjar offers a free Basic version, a great option for people who want to test the waters with this incredible SaaS marketing automation tool. Along with the free version, here are Hotjar’s other pricing plans:
- $39/month for 100 daily sessions (Plus)
- $99/month for 500 daily sessions (Business)
- $213/month for 500 daily sessions and a dedicated customer success manager (Scale)
Hotjar’s wide array of solutions is perfect for marketing teams, product teams, product managers, UX (User Experience) designers, and researchers.
Since its inception in 2001, Keap has expanded its features from sales leads to become an excellent CRM platform, particularly for small businesses. Since it covers sales, marketing, and email deliverability, Keap’s platform targets small businesses that are composed of up to 25 employees.
One of Keap’s features that customers really like is its ability to track ROI (Return on Investment), which is very important for small businesses. Along with this ROI tracker, Keap also offers other powerful features, as you can see below:
- Small Business Automation and CRM
- Progress Tracking
- Dedicated Mobile Number
- App Integration
- Lead Capture and Management
- Email and Text Marketing
- Schedule Appointments
You can do all these with Keap, and they are particularly hands-on with their support as well. Keap also provides personalized coaching and support, which is again another crucial selling point to small businesses.
Keap’s pricing also includes three tiers, as we have referenced for you below:
- $199/month for 1,500 total contacts and 2 users (Pro)
- $289/month for 2,500 total contacts and 3 users (Max)
- Custom pricing for advanced marketing and sales needs (Max Classic)
Keap’s platform is utilized by a number of industries, including accounting, coaching, consulting, financial advising, gyms, insurance, marketing agencies, nonprofits, photography, professional services, real estate, and startups.
Comparison of SaaS Marketing Automation Tools
Each SaaS product is different, even if they are in the same niche. Their lineup of solutions varies, and they have different target audiences. To this point, finding the best marketing automation tool for your SaaS product doesn’t take a singular approach.
As you go on comparing the functionality of each SaaS marketing automation tool, you also have to consider how their features fit into your system and purpose. When analyzing how these tools could seamlessly fit into your product, ask yourself these questions:
- How could this tool fit into the solutions you have in place?
- How could this tool effectively engage your target audience?
- Can you sustain the expenses for bringing in this tool in the long run?
- Do you have the in-house expertise to maneuver and make the most out of this tool?
- Do you see this tool becoming an integral component in achieving your long-term vision?
One of the most important factors to consider is the sustainability and long-term effectiveness of the SaaS marketing automation tool you’re looking at. Some SaaS companies make the mistake of bringing in a tool with only their short-term needs in sight, something that could cost you more than you wanted. You have to remember that onboarding and migration come with a cost, so you have to be more efficient in this end as well.
As we’ve said before, each automation tool addresses specific needs, including email management, customer journey mapping, social media marketing, website tracking, lead generation, content optimization, and user behavior visualization. Which of these features do you need the most? That’s for you to figure out.
Use Cases and Success Stories
It’s safe to say that every legitimate SaaS company has established a digital footprint. Everyone makes use of certain automation to streamline their processes, and the marketing side of the industry is following that trend as well.
For example, HubSpot has been servicing Tumblr for many years. As one of the oldest social media platforms around, Tumblr has stayed in relevance thanks to HubSpot’s email personalization and user engagement features. Tumblr CMO (Chief Marketing Officer) Matthew Ryan tapped HubSpot’s solutions to engage more users and make them feel “at home” on the platform.
Other than those two features, HubSpot also helps Tumblr in crucial areas like audience segmentation and onboarding emails. With a customer-driven approach and HubSpot’s help, Tumblr has been increasing their revenue since.
Aside from Tumblr, you also have Bay Alarm Medical, which utilizes AdRoll’s products. As one of the best companies offering medical alert technology, Bay Alarm Medical has integrated AdRoll to manage their marketing campaigns. According to their Digital Marketing Specialist Gjenes Belamide, the company uses AdRoll to monitor their ad metrics, which in turn has allowed them to reach and engage with more potential customers.
Factors to Consider Before Implementation
Along with the features and services that each SaaS marketing automation tool offers, you also have to consider other factors before implementation. You should always remember that integration, migration, and onboarding will require resources, and there’s the fact that you have to train your people as well.
When negotiating a contract with a SaaS marketing automation tool, you can leverage your position by requiring them to conduct training on how to use their platform. Some tools also offer free migration and onboarding services as well, so that’s another freebie that you can try to include in your agreement.
Then there’s also the all-important support that you’ll be getting from the tool. Their services should not stop once implementation is over; they have to provide you with adequate support and responsiveness in case you need something or when a feature is not working. A malfunctioning feature is inevitable, so you have to make sure that the tool’s team is always available to fix or troubleshoot these issues.
Lastly, there’s the matter of data security and compliance. How secure is your data, and can you trust them to keep everything confidential? When agreeing to a contract with SaaS marketing automation software, carefully read every stipulation to ensure that your data is always protected and secured. If you have an in-house lawyer or legal officer, it’s a necessity to have them present during these contract negotiations.
Future Trends in SaaS Marketing Automation
As we said before, SaaS marketing automation will only see an upward trend from this point moving forward. Technological advancements will come in bunches, and the SaaS space will definitely benefit from this inevitable trend.
Having said that, the evolution of marketing automation tools is something to keep an eye on. There’s no doubt that there’s no shortage of powerful tools in every niche or endpoint, but would there be a legitimate one-stop shop? Can a certain automation tool bring every solution in the book and put them on a single platform? It’s not a secret that businesses prefer that one-stop shop solution, as they don’t have to integrate multiple platforms into their processes.
That might sound improbable right now, but you can never know with technology. We didn’t even think deem it was possible before that a certain language model like ChatGPT could write an article on its own in a similar capability with a human writer.
The SaaS marketing automation space is trending towards a one-stop shop solution, but we’ll see how long it would take for that to materialize.
As you have learned through this article, every SaaS marketing automation tool will offer a different kind of solution for your product. It could be emailing management, or it might be workflow mapping, but the important thing is to identify the perfect tool that fits into both your immediate and long-term needs.
So, we recommend that you put each tool under the microscope, and carefully analyze their strengths and weaknesses. There’s no one-stop shop solution out there (not yet), but there are SaaS marketing automation tools that will streamline your marketing processes and help you effectively engage with your customer base.