How much does marketing automation software cost

The best software for marketing automation

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Wouldn't it be great if you could just put marketing on autopilot so you don't have to worry about the time-consuming tasks yourself?

Bingo. That can be set up.

Marketing automation software is a program that can largely take over your advertising campaigns independently. I've been relying on it for years.

You still have full control and can make changes if necessary, but the technical details in the background are handled automatically.

In order for everything to work as desired, however, you have to find the right program for your special needs and objectives, because unfortunately there is no solution that is equally suitable for all companies.

I have tried numerous marketing automation programs over the years and have compiled the solutions with the best value for money here for you.

In the following I would like to introduce you to six great programs for marketing automation and give you a brief description and overview of each software.

# 1: HubSpot Review: The Best Sales, Customer Service, and Marketing Automation Software

If you're looking for a sales, customer service, and marketing solution, you should try the HubSpot Growth Suite. It's excellent and still doesn't break the budget.

At HubSpot, you get even more than just marketing automation. You get a software solution that can be perfectly combined with all departments and areas of your company and can be easily managed via a central user interface.

You no longer have to use several different programs to get the information you want. You can now easily automate this process and easily exchange data with other areas of the company.

The program has many great features, including:

  • SEO recommendations and improvements
  • Custom reports
  • Smart content & reporting
  • Live chat
  • Email Marketing
  • Forms and landing pages
  • Automation of deal phases, tasks and the assignment of leads
  • Forwarding & assignment of incoming messages
  • Dialog-based bots
  • Deal pipeline
  • Support for different currencies

HubSpot even offers basic functions such as emails, landing pages, forms and live chat for free, so you can try the program out risk-free.

Or you can use the free trial version of the premium access to test all functions.

The Growth Suite (for sales, marketing, CRM, and customer service) is available for as little as 46 euros per month (includes 2 user licenses), including 1,000 marketing contacts, a fair price that is affordable for most companies.

But HubSpot also offers complex solutions for large companies.

  1. Professional - 823 euros per month with access to even more functions
  2. Enterprise - € 2,944 per month with unlimited access to all functions

Additional marketing contacts are available at intervals of 1,000 from 15.33 euros per month. Additional user licenses can be ordered for € 8 per month.

Members and alumni of HubSpots Incubator, Aaccelerator and Venture Capital Partner get a 90% discount in the first year.

# 2: ActiveCampaign - Review: The Best Email Marketing Automation Software

Email marketing is definitely one of the most important marketing strategies, which is why all of the software solutions that I present in this article naturally also offer email automation, but ActiveCampaign specializes in this.

This program is the ideal choice if you want to optimize your email strategy. It's inexpensive and has numerous features that make it easy for you to get more leads.

This provider even has omnichannel functionality for instant messaging, live chat, SMS, and Facebook, so you can't just Automate emails, but also other communication channels.

The great features of the program cover lead generation at every stage of the customer journey.

  • Interest generation - automated maps, tracking functions and forms
  • Maintenance - customer segmentation, dynamic content and event tracking
  • Sales - Contact and Lead Scoring, Split Actions and Profit Predictions
  • Support - preventive support, SMS, A / B testing and e-commerce

You can set up e-mail autoresponders, set triggers for the automatic sending of your e-mails, program e-mails to be sent and put together automated customer processes.

The practical drag-and-drop interface is very easy to use and has more than 25 responsive design templates for mobile devices.

Regardless of whether you are a beginner or a growing company, ActiveCampaign is always an excellent choice, as this program is designed to attract, maintain and support your contacts.

ActiveCampaign offers four different tariffs:

  1. Lite - $ 9 per month for up to three users
  2. Plus - $ 49 per month for up to 25 users
  3. Professional - $ 129 per month for up to 50 users
  4. Enterprise - $ 229 per month for unlimited users

Each plan has exclusive features and a pricing structure tailored for businesses of different sizes. The first 500 contacts are included, after that it becomes more expensive, so this must be taken into account when making a decision.

# 3: Freshworks CRM Rating: The Best Software for Small to Medium Businesses

Freshmarketer is one of my favorite programs because this software can or does not have to be personalized. You don't have to hire a professional advisor, as you can still take care of everything yourself.

Freshmarketer is now called Freshworks CRM and it's got even better. Intelligent marketing automation is just one example of the many features you can access.

You don't need to hire additional staff to use this program and develop great campaigns. It has numerous functions for customer acquisition, customer care and customer support.

I can really recommend this program to everyone.

You can easily use the functions for automatic lead generation, convert contacts into paying customers faster and then keep these customers longer. And all of this with less effort.

You do not need any prior technical knowledge and you do not have to assign an employee to set up the program, you can start immediately, because it is ready for use within a few minutes.

You get access to the following functions:

  • Email campaigns and contact management
  • Drag-and-drop editor
  • Tracking functions for your website, forms and events
  • Conversion rate optimization tools
  • A / B and split tests
  • Advanced functions for personalizing the program
  • Dynamic heat maps
  • Audience segmentation
  • Analysis reports and data in real time

The software can be easily combined with other Freshworks programs, making it the ideal choice for all companies that already work with Freshworks.

You can try Freshworks CRM for 21 days for free to get access to its great features. The monthly rates are also affordable, but also depend on the number of contacts you have. So that should be taken into account.

You can opt for the Growth, Pro or Enterprise tariff for the entire CRM system or just take on the marketing functions. The full system is available for $ 29 per month (1,000 contacts included). Marketing Cloud costs $ 19 per month (500 contacts included).

# 4: Pardot Rating: The Best Software for B2B Companies

B2B companies sell their products to other companies and are therefore often faced with very special challenges, which is why they need marketing software that is precisely tailored to their needs.

Pardot was specially developed for B2B companies and is designed to maintain contacts and increase sales. It's a fantastic marketing automation software built by Salesforce, one of the world's leading CRM systems.

So you are in good hands.

The software has a lot of great features. Here is just a small overview:

  • Dynamic provision of personalized content
  • Email Marketing
  • Lead scoring and lead categorization
  • Visual platform
  • Extended segmentation functions
  • Landing page builder
  • Forms and drag-and-drop editor
  • Social media functions for planning your posts, profiling and analysis reports
  • Lead tracking
  • Extended analysis functions for email campaigns
  • Success control through ROI reports
  • Pardot Einstein for lead segmentation

Over 2.8 million companies around the world rely on Pardot for their marketing automation, so it's a popular choice, but it's also very expensive, so it's only suitable for large companies on a large budget.

  • Growth - standard functions for 1,250 euros per month for up to 10,000 contacts
  • Plus - Extended functions for 2,500 euros per month for up to 10,000 contacts (includes analysis functions)
  • Advanced - Flexibly adaptable solution for 4,000 euros per month for up to 10,000 contacts and AI technology
  • Premium - The complete package for 15,000 euros per month for up to 75,000 contacts

You can order additional services that are of course already included in the Premium Plan. This includes, inter alia. Salesforce Engage (50 euros per month), B2B Marketing Analytics Tool (3,000 euros per month) and Engagement History (300 euros per year).

All tariffs are billed annually.

No. 5: Acoustic - Rating: The best software for corporations and multi-channel marketing automation

Acoustic offers a range of marketing automation features for centralized, cross-platform, multi-channel marketing, from personalized email campaigns to content management and complete customer experiences. There is something for everyone.

Acoustic Campaign is the provider's marketing automation program and includes the mobile app, push notifications, SMS, group chat function as well as functions for social media, advertisements, print campaigns, email marketing and more.

You can easily combine the program with other Acoustic programs, e.g. B. Acoustic Personalization and Acoustic Analytics to collect data and always send your customers the right offer at the right time.

Acoustic Campaign include the following features:

  • Drag and drop editor
  • AI-controlled actions and triggers
  • Mobile and digital multi-channel campaigns
  • Lead management and lead scoring
  • A / B testing
  • Detailed analysis of the customer journey
  • Budget planning
  • Advertising functions and lookalike audiences
  • Advanced features for personalization
  • Analytics and reports

If you have any questions, you can always contact the community forum or take the training courses, in which you will find out everything about the program and how it works.

Note: Acoustic was built for campaigns with medium volume and many components, which is why it is particularly suitable for companies that use many different communication channels to exchange ideas with their customers.

For companies with only one communication channel, however, this program would be excessive.

Unfortunately, the prices are not available online, but they can be requested. Remember, this program requires some preparation, so you may not be able to get started right away after purchasing it.

# 6: Act-On Review: The Best Software for Marketing Agencies

Marketing agencies have to handle several campaigns at the same time (sometimes several hundred) and therefore need automation software that can handle this volume.

Act-On is the perfect solution.

The scalable functions of this program make it possible to create and assign sub-campaigns so that you can summarize and process all of your customer's campaigns in one place.

You can completely tailor the program to your business, add branding and send custom reports to your customers.

Act-On offers personalized targeting and bespoke messages, which not only make work easier, but also lead to better results.

You get access to the following features:

  • Automated engagement programs
  • Tracking for websites and landing pages
  • Customers / lead scoring
  • Target group segmentation based on behavior and demographic characteristics
  • Ready-made email templates, forms and landing pages
  • Interactive dashboard and reporting

You get access to data in real time and are always well informed.

You can use the knowledge gained to achieve a better ROI, to further develop your campaigns and to optimize your customers' marketing campaigns. Lead acquisition, customer care, information transfer, there is something for everyone.

Use the free trial version to give the program a try today!

What to look for when choosing marketing automation software

I stand behind my recommendations, of course, but I would like to explain to you what to look for when choosing marketing automation software so that you can find the right solution for your company and your needs.

For this reason I have put together the most important criteria for you that must be considered when searching and selecting. Use the features below to find the best automation solution for your company and your marketing processes.

Type of business

B2B companies have different requirements than B2C companies and marketing agencies are faced with completely different challenges.

For this reason, you need to find software that is tailored to your business and can meet your specific needs, but that is still not too expensive.

The size of your company also plays a role. Large companies run very complex campaigns and usually have a larger budget, while small companies face completely different challenges and obstacles.

Small businesses are unlikely to do much with solutions designed for large companies because they are too complex and far too expensive.

So pay attention to which companies the respective software is designed for.

Number of contacts

Most plans limit the number of contacts or leads, so you often have to pay more for more contacts.

If you have an extremely large number of contacts, you need a solution that is made for large companies and corporations. Small businesses may get by with a simpler, cheaper program for now.

But keep in mind that you may have to change the price level later if you outgrow the current plan and that costs extra.

Marketing and communication channels

Each software supports different channels or is geared towards specific channels.

Communication with your customers can take place via SMS, e-mail or push notifications and this must of course be supported by the respective software.

Small companies with simple needs often do not use as many different communication channels and therefore get by with a simpler solution.

Large companies with a complex communication structure, on the other hand, are dependent on several communication channels and need software that can support this.

Some providers restrict the channels depending on the price level, so if you need access to more channels later, you may have to change the tariff or maybe even find a new provider. This must also be taken into account when making the selection.

Range of functions

Automation is of course the main topic of this article, but many of the programs featured go well beyond this function.

Do you want to gain new leads? Or would you like to combine SMS, email and Facebook advertising? Perhaps you are also looking for a solution for extremely targeted and automated email campaigns.

Regardless of which program you ultimately choose, the following functions are definitely beneficial:

  • A / B testing
  • Automated email campaigns
  • Event and website tracking
  • Contact management
  • Visual functions for mapping the customer journey
  • Audience segmentation and personalization
  • Lead scoring
  • Dynamic content
  • Email Marketing
  • KIAI controlled functions
  • Action-based triggers
  • Analysis and reports

You will probably not use all functions and some programs do not offer everything, so you have to think about what is really important and which functions you definitely need in advance.

Additional functions

Many software solutions for marketing automation offer additional CRM features, such as live chat or other functions for customer care.

Before you make a decision, you should take a good look at all the functions and consider which ones you need or which ones could be helpful.

Perhaps you already use another program for sales and customer service, in which case you are probably not dependent on additional functions, but you could possibly save money if you could handle all processes with a single piece of software.

HubSpot would be an excellent choice in this case as it can handle everything from customer service to marketing automation to sales and data processing for your entire company.


HubSpot is my first choice and therefore my top recommendation for most companies. It is also ideal for small and medium-sized companies that want to optimize and automate their marketing processes and still want to save time. In addition, it is fairly priced and has all the functions your heart desires.

Of course, it's not always the ideal choice, so you should definitely study and consider the features and criteria for choosing automation software that I've shared with you in order to find the right solution for your business.

Here is a brief summary of my top recommendations:

  1. HubSpot - The best sales, customer service, and marketing automation software
  2. Freshworks CRM - The best software for small to medium-sized businesses
  3. Pardot by Salesforce - The best software for B2B companies
  4. ActiveCampaign - The best software for email marketing automation
  5. Acoustic - The best software for corporations and multi-channel marketing automation
  6. Act-On - The best software for marketing agencies

What is your favorite program for automating your marketing strategy?