Sales and Marketing Automation platforms

Sales and Marketing Automation platforms Overview


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.


Top Rated Sales and Marketing Automation Products

TrustRadius Top Rated for 2022

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

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 Products

(1-25 of 46) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

ActiveCampaign

ActiveCampaign integrates email marketing, marketing automation, sales automation, and CRM software into one platform designed for small businesses.

Key Features

  • Email deliverability reporting (650)
    92%
    9.2
  • List management (625)
    89%
    8.9
  • Dashboards (574)
    86%
    8.6
SharpSpring from Constant Contact

SharpSpring, a Constant Contact company, is a revenue growth marketing platform that helps small businesses generate leads, improve conversions to sales, and drive higher returns on marketing investment. The platform, open architecture and customer support, along with flexible contracts,…

Key Features

  • List management (495)
    90%
    9.0
  • Email deliverability reporting (811)
    86%
    8.6
  • Lead scoring and grading (487)
    84%
    8.4
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 (621)
    85%
    8.5
  • List management (404)
    81%
    8.1
  • Standard reports (399)
    81%
    8.1
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)
    93%
    9.3
  • Standard reports (112)
    87%
    8.7
  • Email deliverability reporting (220)
    86%
    8.6
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 (132)
    86%
    8.6
  • Lead nurturing (130)
    86%
    8.6
  • Email deliverability reporting (181)
    82%
    8.2
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 (138)
    79%
    7.9
  • Standard reports (95)
    74%
    7.4
  • List management (95)
    68%
    6.8
Pipedrive

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

Key Features

  • Opportunity management (57)
    91%
    9.1
  • Pipeline visualization (59)
    87%
    8.7
  • Task management (55)
    76%
    7.6
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)
    88%
    8.8
  • Interaction tracking (30)
    78%
    7.8
Freshworks CRM

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 (52)
    82%
    8.2
  • Integration with email client (e.g., Outlook or Gmail) (51)
    74%
    7.4
  • Interaction tracking (51)
    74%
    7.4
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 (76)
    80%
    8.0
  • Standard reports (41)
    73%
    7.3
  • Dashboards (41)
    65%
    6.5
LeadSquared

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

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 (35)
    94%
    9.4
  • Integration with email client (e.g., Outlook or Gmail) (36)
    93%
    9.3
  • Workflow management (35)
    92%
    9.2
BenchmarkONE

Hatchbuck is an all-in-one sales and marketing software that includes CRM, marketing automation, and email marketing tools. Users can build online forms, manage and segment contacts, engage prospects with relevant follow-up, manage tasks, and track their pipeline.

Key Features

  • List management (29)
    43%
    4.3
  • Email deliverability reporting (55)
    43%
    4.3
  • Lead nurturing (29)
    32%
    3.2
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

  • Custom fields (20)
    53%
    5.3
  • Customer data management / contact management (20)
    51%
    5.1
  • Email marketing (20)
    32%
    3.2
Copper

Copper is a customer relationship management (CRM) built as an integration into Google Apps.

Key Features

  • Integration with email client (e.g., Outlook or Gmail) (19)
    81%
    8.1
  • Customer data management / contact management (19)
    58%
    5.8
  • Task management (19)
    46%
    4.6
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)
    82%
    8.2
  • Landing pages (15)
    79%
    7.9
  • Email deliverability reporting (29)
    44%
    4.4
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…

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

  • Integration with email client (e.g., Outlook or Gmail) (14)
    89%
    8.9
  • Customer data management / contact management (15)
    85%
    8.5
  • Opportunity management (15)
    82%
    8.2
Ortto

Ortto is a product-led growth engine that helps businesses acquire and retain customers. Since 2015, Ortto has supported over 10,000 companies with their software. Ortto allows online businesses to unify their customer data with their CDP, segment key audiences across the customer…

Key Features

  • Email deliverability reporting (21)
    94%
    9.4
  • Dashboards (12)
    87%
    8.7
  • Standard reports (12)
    87%
    8.7
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…

Key Features

  • Role-based user permissions (6)
    97%
    9.7
  • Mobile access (7)
    85%
    8.5
  • Custom fields (7)
    67%
    6.7
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.

Clear C2 C2CRM

Clear C2 is a 20yr CRM software development company based in Dallas, TX. They describe their CRM solution C2CRM as robust yet easy to use. It is built for companies of all industries and sizes (10 user minimum), and presented as a customizable CRM designed to drive sales, mange customer…

FieldRoutes

FieldRoutes is a cloud-based and mobile SaaS provider for field service businesses. The platform automates all aspects of field service operations for enterprise and small business customers that span office management, advanced route optimization, payment processing, digital sales,…

Delta Sales App / Sales Force Automation/ Employee Tracking App

Delta sales app is a simple application that helps track the user's sales force and increase their productivity. The app can be used by distributors, retailers, dealers, or any other team of salespeople to monitor the field performance in real-time from anywhere. It's a solution…

Learn More About Sales and Marketing Automation platforms

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.


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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.

What are the best sales and marketing automation tools?

The top-rated sales and marketing automation tools include:

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.