Sales and Marketing Automation platforms

Best Sales and Marketing Automation platforms include:

Salesmate, Pipedrive, Capsule CRM, Nutshell, Keap, Freshworks CRM (formerly Freshsales), Mailchimp, GetResponse, and Act-On.

Sales and Marketing Automation platforms TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Sales and Marketing Automation platforms Overview

What are Sales and Marketing Automation Platforms?


Sales and marketing automation platforms are designed for small and midsize businesses looking for an all-in-one sales and marketing automation solution. They combine critical CRM, sales automation, email marketing, and marketing automation features. These platforms may also be referred to as ‘CRM marketing automation platforms’ or ‘marketing and sales automation platforms’.


These products are designed so that both sales and marketing teams can work within them. Ultimately, these platforms aim to help small businesses capture and convert more leads, track and manage sales pipeline, and automate marketing campaigns across digital channels.


One big benefit of having CRM, sales automation, and marketing automation capabilities combined within one platform is that there is less data leakage between platforms than there is when businesses have separate systems. This helps prevent duplication or loss of contact records across systems.


Having an all-in-one sales and marketing automation platform is also typically more affordable for small businesses than having three (or more) different systems. On the other hand, these platforms may not have all of the advanced functionality that larger, enterprise marketing automation and sales cloud systems do. Thus, they may not work well for larger businesses.


Sales and Marketing Automation Platform Features


Below are the most critical features for CRM marketing automation platforms to have:


  • CRM contact database

  • marketing automation

    • Campaign builder

    • Triggered email campaigns

    • Email marketing

    • Transactional emails

    • Lead nurturing

  • Lead scoring and qualification

  • Sales automation

    • Automated lead capture and follow-up

    • Automated CRM activity logging

  • Sales pipeline management

  • Reporting and analytics

  • Integrations with third-party systems

  • Mobile application


Some platforms also offer advanced functionality such as:


  • Payments and invoicing

  • Appointment scheduling

  • Appointment reminders

  • SEO tools

  • Website and landing page builder

  • Web forms

  • Paid advertising



Sales and Marketing Automation Platform Comparison


Before deciding to invest in a sales and marketing automation platform, consider the following key factors:


  • Budget: If you are a small business or start-up, budget is likely a top concern. Many of these platforms have different plan levels that provide more or less additional features. Certain products may be more expensive than others, but include extra features like web forms, landing pages, or SEO tools. Decide whether you’re looking for a more basic plan or one with more additional features before starting to compare platforms.

  • Ease of use: Make sure you and your team test out different platforms before deciding to purchase one. How user-friendly the software is can have a large impact on overall adoption down the line. The bottom line is: make sure your sales and marketing team members will feel comfortable using the system before you buy it.

  • Growth: Does your business have plans to scale up quickly? If so, check to see that the platform you're considering buying can support your business as it grows. Certain products may have limits on the total number of contacts they can support within the CRM portion of the platform. Others may place limitations on the total number of emails that can be sent per month or per year.



Pricing Information


Most sales and marketing automation vendors will offer a few different plan levels. Starter plans will likely only include basic CRM, email marketing, marketing automation, and sales automation functionality. More expensive plans will offer more additional features.


Pricing for basic plans typically starts at around $50-$80 per month and varies depending on the number of contacts and users. Mid-tier plans can cost between a few hundred and a few thousand dollars per month, depending on the range of features included, the number of contacts, and the number of users included.


The highest-tier plans typically cost upwards of at least $1,000 per month.


Sales and Marketing Automation Products

(1-21 of 21) Sorted by Most Reviews

SharpSpring

SharpSpring is presented as a comprehensive revenue growth platform with robust sales and marketing automation features, functionality and performance. SharpSpring boasts one of the most flexible platforms on the market, with behavior-based email marketing, native or 3rd party CRM…

Key Features

  • List management (460)
    90%
    9.0
  • Lead scoring and grading (451)
    81%
    8.1
  • Email deliverability reporting (776)
    79%
    7.9
Mailchimp

Mailchimp

Customer Verified
Top Rated

MailChimp is an SMB-oriented email platform. A free account is offered with a 500 subscriber limit and with a limit of 3000 sends. There are various pricing models above 500 subscribers.

Key Features

  • Email deliverability reporting (543)
    87%
    8.7
  • Standard reports (316)
    84%
    8.4
  • List management (323)
    83%
    8.3
Act-On Software

Act-On is an adaptive marketing platform designed to drive personal and purposeful multi-channel marketing. Its foci are inbound and outbound marketing, for enabling a tighter alignment with sales and turning data into actionable insights.

Key Features

  • WYSIWYG email editor (112)
    95%
    9.5
  • Email deliverability reporting (220)
    89%
    8.9
  • Standard reports (112)
    88%
    8.8
Keap (formerly Infusionsoft)

Keap

Customer Verified
Top Rated

Keap is a small business-focused, comprehensive sales and marketing platform which combines basic contact management, CRM, marketing automation, and e-commerce capabilities into a single, subscription-based SaaS product.

Key Features

  • List management (101)
    89%
    8.9
  • Email deliverability reporting (150)
    85%
    8.5
  • Lead nurturing (100)
    84%
    8.4
Pipedrive

Pipedrive

Customer Verified
Top Rated

Pipedrive is a customer relationship management (CRM) software built to help small teams to drive sales.

Key Features

  • Opportunity management (59)
    88%
    8.8
  • Pipeline visualization (60)
    87%
    8.7
  • Task management (57)
    84%
    8.4
Sendinblue

Sendinblue is a cloud-based marketing communication software which performs tasks related to managing marketing automation, email campaigns, transactional emails, and SMS messages. It is designed to be an all-in-one-tool for all digital marketing needs.

Key Features

  • Email deliverability reporting (96)
    76%
    7.6
  • List management (56)
    69%
    6.9
  • Standard reports (55)
    68%
    6.8
Sugar Sell (SugarCRM)

Sugar Sell from SugarCRM is a collaborative CRM, allowing users to track and monitor activities, map each customer’s journey and automate as many workflows as you need to. Sugar Sell is presented by the vendor as lean, fast and integratable with anything. Sugar Sell replaces former…

Key Features

  • Integration with email client (e.g., Outlook or Gmail) (29)
    89%
    8.9
  • Customer data management / contact management (32)
    89%
    8.9
  • Interaction tracking (30)
    81%
    8.1
Freshworks CRM (formerly Freshsales)

Freshworks CRM (formerly Freshsales) is an all-in-one sales CRM software with features like built-in phone and email, lead scoring, visual sales pipeline, reports and dashboards, automations, and mobile apps, ensuring that sales reps do not have to juggle between multiple tools to…

Key Features

  • Customer data management / contact management (51)
    88%
    8.8
  • Interaction tracking (50)
    88%
    8.8
  • Integration with email client (e.g., Outlook or Gmail) (50)
    83%
    8.3
Twilio SendGrid

Twilio SendGrid Marketing Campaigns provides users with segmentation, campaign editing, and deliverability. According to the vendor, Twilio SendGrid Marketing Campaigns is trusted by over 80,000 customers globally, including Airbnb, Spotify and Uber. Twilio SendGrid Marketing Campaigns…

Key Features

  • Email deliverability reporting (74)
    81%
    8.1
  • Standard reports (39)
    71%
    7.1
  • Dashboards (39)
    66%
    6.6
LeadSquared

LeadSquared is a marketing automation and CRM platform. It includes landing pages, email marketing, lead management, analytics, connectors, and WordPress Plugins.

Key Features

  • Lead scoring and grading (38)
    100%
    10.0
  • Lead nurturing (38)
    100%
    10.0
  • Email deliverability reporting (74)
    83%
    8.3
GetResponse

GetResponse is an online marketing platform optimized for use by small businesses. It provides tools which support email marketing, autofunnel, landing pages, marketing automation, webinars, autoresponders, and enterprise marketing needs.

Key Features

  • Email deliverability reporting (43)
    90%
    9.0
  • Dashboards (22)
    85%
    8.5
  • Mobile optimization (22)
    83%
    8.3
Salesmate

Salesmate

Customer Verified
Top Rated

Salesmate is a single platform that helps create personalized experiences across marketing, sales, and service touchpoints across all channels – email, text, chat, web, calls, and eCommerce. It is designed to enable users to generate more leads, close more deals, and build lasting…

Key Features

  • Customer data management / contact management (21)
    97%
    9.7
  • Integration with email client (e.g., Outlook or Gmail) (22)
    97%
    9.7
  • Workflow management (21)
    84%
    8.4
Agile CRM

Agile CRM is a customer relationship management (CRM) software built to make the entire marketing and sales lifecycles more efficient, built around features like sales enablement, marketing automation, social suite, and web engagement.

Key Features

  • Customer data management / contact management (20)
    84%
    8.4
  • Lead management (20)
    80%
    8.0
  • Interaction tracking (20)
    79%
    7.9
Ontraport

ONTRAPORT offers customer relations management services that help with content management (creating and hosting webpages), lead tracking, traditional marketing approaches (e-mail, SMS, social media, direct mail), managing online payments, and workflow automation.

Key Features

  • WYSIWYG email editor (16)
    84%
    8.4
  • Landing pages (15)
    79%
    7.9
  • Email deliverability reporting (29)
    62%
    6.2
Act! CRM

Act! CRM (formerly Swiftpage) aims to empower small businesses to build and manage client relationships and leads, so the user always has a pipeline of new, repeat, and referral business under control. Users can manage their businesses with Act! CRM every day, since it’s more than…

Autopilot

Autopilot is a marketing automation solution that is designed to help marketers connect their existing systems, and convert leads into customers. This solution integrates with popular third party tools such as Salesforce, Segment, Twillo, Slack, GoodData and Zapier. The vendor’s…

Key Features

  • Dashboards (12)
    69%
    6.9
  • Standard reports (12)
    68%
    6.8
  • Email deliverability reporting (21)
    66%
    6.6
Capsule CRM

Capsule is a CRM solution for businesses of up to 1,000 employees. The vendor boasts over 10,000 businesses globally as customers, who choose it as the platform to deliver success across their sales and customer facing teams. Capsule is presented as easy to use and quick to adopt.…

Key Features

  • Opportunity management (12)
    86%
    8.6
  • Customer data management / contact management (12)
    86%
    8.6
  • Pipeline visualization (12)
    77%
    7.7
Nutshell CRM

Nutshell offers a CRM with contact management, calendar sync, click-to-call, and collaboration features.

Key Features

  • Customer data management / contact management (10)
    90%
    9.0
  • Mobile access (11)
    75%
    7.5
  • Integration with email client (e.g., Outlook or Gmail) (11)
    75%
    7.5
vCita

vCita is a marketing-focused CRM for service providers. According to the vendor, the product helps service providers move clients through every stage of the sales cycle: from the first point of contact to closing, upselling and follow-up. vCita is a lightweight CRM with the following…

Blueshift

Blueshift Labs is a marketing automation software solution offered by Blueshift Labs. It tracks data for individuals, but does not have an attribution model.

HighLevel

HighLevel is an all-in-one white-label marketing platform for digital agencies boasting CRM, Email, 2-way SMS, Funnel Builder, web page / landing page designer or online calendar builder, etc., from the company of the same name in Eugene.

Frequently Asked Questions

What does sales and marketing automation software do?

Sales and marketing automation platforms combine core CRM, email marketing, marketing automation, and sales automation features within one platform. They are designed for small and midsize businesses looking for an all-in-one marketing and sales solution.

What are the benefits of using a sales and marketing automation platform?

One major benefit of using a sales and marketing automation platform is that it provides all the functionality a small business needs to start capturing leads and making money, within one system. This will help prevent data loss and contact duplication, which typically happens when information is shared across marketing and sales systems.

For small businesses, another big benefit is not needing to have three separate systems for their sales and marketing teams to use. This helps keep costs down.

How much do sales and marketing automation platforms cost?

Cost can vary depending on the number of contacts, the number of users, and the range of features included. But generally, buyers should expect to pay anywhere between $50-80/mo. for starter plans.

More expensive plans typically cost at least a few hundred dollars per month, if not a few thousand dollars per month. Plans designed for larger businesses cost upwards of a few thousand dollars per month.