Top 10 B2B Marketing Automation Platforms For Your Business

Marketing is how you grow your brand’s image, presence, and loyalty. Everything from lead generation to customer acquisition to brand advocacy depends on how effective your marketing efforts are. However, marketing your company the right way can be a massive undertaking, especially without the right support.

Performing the same tasks like sending out emails, posting on social media, engaging with potential customers, or tracking metrics can prove very challenging and time-consuming if you don’t have a sizable marketing team. Does that mean you have to spend $$$ hiring the right professionals? Not really.

Thanks to evolving technology, the present marketing industry is rife with automation tools that can take these repetitive marketing tasks off your hands and allow you to focus more on developing your business. While traditional marketing automation tools that provide lead generation and lead nurture functions are still the most popular, new technology that supports the use of artificial intelligence, persona profiling, audience segmentation, and advanced referral systems to modernize existing business operations and make organizations more prepared for the future, is fast emerging.

Marketing automation acts like a GPS, guiding your leads through the sales funnel by communicating the right information at the right time and ensuring they overcome all obstacles through their buyer journey. Moreover, most contemporary marketing automation platforms operate on a SaaS model, with the software hosted in the cloud, where you only pay a monthly subscription fee. This saves you the time and money you would otherwise have spent hiring another marketing personnel.

There are a lot of quality marketing automation tools available in the market, catering to multiple solutions and packed with many useful features. With 79% of businesses implementing marketing automation as part of their strategy, you can rightly assume the productivity it brings to your marketing functions. In this blog, I will discuss the features you should look for in a marketing automation platform well-suited to your business and then introduce you to the 10 industry-best options you must check out in 2023. Let’s get started!

What are B2B marketing automation platforms?

In a nutshell, B2B marketing automation platforms are software applications that assist companies in streamlining their operations by automating repetitive marketing tasks such as email campaigns, social media posting, lead generation, lead nurturing, and customer segmentation. These platforms usually integrate with other marketing tools, such as CRM software, content management systems, and analytics tools, to provide a unified view of a company's marketing activities.

To communicate marketing messages to prospects and customers in a personalized and timely manner, B2B marketing automation platforms combine marketing best practices and machine learning algorithms. When a prospect views a website, gets a white paper, or registers for a webinar, a platform may initiate an email campaign. In addition, the platform can monitor the prospect's behavior across multiple channels, such as social media, email, and website visits, to create a complete picture of their interests and needs.

Overall, marketing automation platforms can assist companies in monitoring their marketing efforts, saving time and resources, and improving campaign effectiveness.

Next, let’s see what properties you must consider when choosing the perfect B2B marketing automation platform for your business.

How can you select the best B2B marketing automation platform for your business?

You need a robust marketing automation platform that supports various functions for enterprise B2B businesses with a target audience spread across multiple channels and products serving various needs. 

Here are the top criteria you should evaluate B2B marketing automation platforms for before you choose the right one for your business:

1. User-friendliness

Marketing automation will only make your life easier if you choose a software option that you can navigate smoothly, to set up those repetitive tasks for automation. Before you choose one, figure out how seamlessly its UX works and whether you can understand what to do and where to go next. Scour for screenshots across the web or experiment with the tool yourself to see, if it is easy and simple to use.

It is also advisable to look for software with documentation guides, video tutorials, or an online knowledge base of FAQs, so that you are not stuck calling the customer service executive every second day to make sense of certain features.

2. Business goals

You must clearly define your business objectives before you go looking for the perfect B2B marketing automation software. This will make it infinitely easier for you to choose something that suits your business needs and fits nicely into your budget.
If your business is small or medium-sized, an email automation system may suffice for you. However, for enterprise-level marketing, you may need to employ a more full-cycle solution better suited to your advanced requirements and budget-sensitive in the long run.

You should choose a marketing automation tool that supports your growing needs for automation as your business scales—that is the whole point of implementing one.

3. Analytics and reporting capabilities

One of the primary purposes behind implementing a marketing automation tool is to be able to monitor the success of any drip campaigns or recurrent message sequences you're running.

Suppose you are looking for a B2B enterprise-level solution that considers user database information. In that case, you may also require advanced reporting capabilities such as personalized dashboards or automated reporting via email. 

Choose your automation solution accordingly. 

4. Compatibility with integrations

This is a no-brainer, but your B2B marketing automation tool needs to be compatible with the products you regularly use in your tech stack. A good automation solution will seamlessly integrate with most products in your GTM stack and require you to make no changes to your existing functionalities. 

5. Limitations on the number of automated actions

Most B2B marketing automation platforms have multiple packages that support a different number of automated actions. For example, Moosend, an email marketing software, has a free trial for 30 days and an enterprise plan with custom pricing—but the Pro plan comes with a price range that correlates with changes in the subscriber count. The lowest is $9 per month for 0-500 subscribers and the highest is $5,840 for 800,000-1,000,000 subscribers.   

6. Demo booking options

Try it before you buy it—that is the best advice I can end with here. Most B2B marketing automation tool options in the industry come with a free demo session. 

After trying it out, you should choose the right automation solution for your business. You can contact the sales team and request a demo or a free trial offer. Evaluate the tool for all the features mentioned above, and choose your perfect fit.

Now, let’s dive into the top 10 B2B marketing automation platforms for your business to supercharge its growth in 2023!

Top 10 B2B marketing automation platforms for your business in 2023!

Check out these 10 best B2B marketing automation platforms to help you and your team members confidently scale your business to great heights!

1. SendinBlue

SendinBlue is a full-cycle comprehensive marketing automation platform with tools to assist with email marketing, SMS marketing, chat, inbox, CRM, transactional email, signup forms, landing sites, and Facebook ads. 

Although advanced automation options are included in the Freemium plan, you can only access complete marketing automation if you sign up for the Premium or Enterprise plans.

It includes marketing automation solutions, which enable you to automate specific tasks by creating an automation workflow: a set of rules and conditions that activate the actions you want to automate. 

You can begin with pre-built workflows for common situations or explore options such as A/B testing, personalized content, and user journeys.

                                                                                                             Image source

Key Features:

• Segmentation of target audience bases
• Shared inbox
• Live chat and CRM functionality
• Email marketing
• SMS marketing

Pricing:

• Free Plan
• Starter Plan: $19+ per month
• Business Plan: $49+ per month
• Enterprise Plan: Custom pricing (available upon contacting the company)

2. Omnisend

Omnisend is an all-in-one e-Commerce marketing platform that uses powerful email and SMS marketing solutions tailored for the e-Commerce industry to help you generate sales impact. 

It comes with a collection of templates that make it simple to create professional, eye-catching emails without any coding. You can customize the emails to match your brand, add goods and dynamic discount codes, and save them as presets for future campaigns.

Omnisend can help with marketing automation because it has automated email and SMS marketing processes, push alerts automation, and pre-built e-Commerce workflows. Omnisend also allows you to include multiple channels in the same automation process, such as email, SMS, Facebook Messenger, push notifications, and more. 

It has a user-friendly visual builder and templates that simplify creating workflows, forms, landing sites, pop-ups, and emails.

                                                                                                             Image source

Key Features:

• e-Commerce integrations
• SMS marketing integrations
• Contact sync for targeted ads
• Analytics and reporting
• Customizable CTAs and email drip campaigns

Pricing:

• Free Plan: 250 contacts; 500 emails per month; Upto 60 SMS
• Standard Plan - $16 per month: 500 contacts; 6000 emails per month; Upto 60 SMS
• Pro Plan - $59 per month: 500 contacts; Unlimited emails; Upto 3933 SMS per month

3. Convertkit

ConvertKit provides a marketing tool aimed primarily at creators. It gives you tools to help you build your audience, foster your community, and make money online. It is geared toward solopreneurs, writers, podcasters, and coaches.

ConvertKit provides tools to help you build your audience, such as landing pages and email signup forms. It also offers email marketing tools, email designs, and automation to help you interact with your fans.
It also has a commerce tool that allows creators to experiment with making a livelihood online without investing in another platform.

With the ConvertKit Pro (their most expensive plan), you can use sophisticated features such as user scoring, a cutting-edge subscriber referral system, and strong deliverability reporting. It works directly with Facebook Custom Audiences, allowing you to sync your ConvertKit segments to Facebook. You can easily build niche campaigns that convert your ad expenditure into conversions.

                                                                                                             Image source

Key Features:

• Concise lead generation forms with simple features
• Analytics and reporting
• Drip campaigns and customizable CTAs
• Landing page templates
• Paid newsletter feature

Pricing:

• Free Plan
• Creator Plan: $9 per month (for 300 subscribers)
• Creator Pro Plan: $25 per month (for 300 subscribers; upto 400,000 subscribers allowed, priced at $2166 per month)

4. EngageBay

Engagebay is an all-in-one marketing solution, specifically catering to small and medium-sized businesses, and helps them increase their revenue and improve online interactions with customers.

As one of the most cost-effective marketing automation software tools, it enables companies to automate duties such as sending emails and SMS and scoring leads based on their actions.

Because it is so inexpensive, even small companies can use it to boost the quantity and quality of their marketing efforts without breaking the bank. This makes it an excellent option for solopreneurs as well.

EngageBay also assists small companies in generating leads and converting website visitors into paying customers. This software includes many functions, such as email marketing, social media management, and website chat. Additional features include drag-and-drop builders for landing sites and emails, A/B testing, SMS marketing, push notifications, abandoned cart retrieval and reminders, autoresponders, canned replies, and more.

                                                                                                             Image source

Key Features:

• SMS and email marketing templates
• Push notifications and canned replies
• Drag-and-drop builders for landing pages
• Abandoned cart reminders
• Social Suite and Tag Manager

Pricing:

• Free Plan
• Basic Plan: $12.74 per user per month (for 500 contacts)
• Growth Plan: $42.49 per user per month (for 5000 contacts)
• Pro Plan: $84.99 per user per month (for unlimited contacts)

5. SharpSpring

SharpSpring is a marketing automation platform that is both simple and powerful for companies of all sizes. It focuses on sales and marketing automation, assisting businesses in increasing conversion rates and providing a better client experience.

SharpSpring provides an omnichannel approach to automation, with features such as behavior-based email marketing, workflow builder, visitor tracking, CRM integration, and actionable reports to help you create a better marketing strategy. You can achieve any marketing goal because it automates your complete marketing process.

SharpSpring operates on a branching logic that allows for easy expansion of automated tasks via a simple point-and-click function. It even accommodates automated lead scoring that builds you a dynamic running list, which you can segregate based on filters like interest in a certain product, geographical location, landing page visits, etc.

SharpSpring also includes an abandoned shopping cart solution, a unique feature available in only the best shopping cart software. 

                                                                                                             Image source

Key Features:

• Abandoned shopping cart solution
• Multiple device tracking, 
• Dynamic email campaigns and lists
• Buyer persona module
• Lead nurturing and lead scoring

Pricing:

SharpSpring has separate pricing models for SMBs, agencies, and enterprises. Pricing starts from $399 per month and can be customized per your requirements.

6. HubSpot

Regarding customer sentiment, HubSpot is one of the most popular solutions on this list. HubSpot provides a unified platform for marketing, sales CRM, customer support, content management systems (CMS), and operations software. You can select which HubSpot products you want.

HubSpot Marketing contains tools for attracting visitors via blogging, social media, advertisements, and other means. You can also use HubSpot Marketing to convert visitors into customers through landing sites, email, and marketing automation. This is powered by client data in your CRM, allowing for mass personalization.

The free plan includes email marketing, forms, contact management, landing sites, and ad management tools. The paid options raise your limits, remove HubSpot branding, and introduce new features. To utilize tools for automating and personalizing engagement across channels, you must sign up for the Professional or Enterprise plans.
The paid plans include omnichannel marketing automation, ABM tools and automation, dynamic customization, and other features.

                                                                                                             Image source

Key Features:

• Automated email drip campaigns
• Personalized workflows
• Specific account targeting with email, live chat, website experience, etc.
• Lead scoring
• Analytics and reporting

Pricing:

• Free Plan
• Basic Plan: $45 per month (for 1000 contacts)
• Professional Plan: $800 per month (for 2000 contacts)
• Enterprise Plan: $3200 per month (for 10000 contacts)

7. Ontraport

Ontraport is more than a marketing automation solution—it is a business development platform that works well with advanced CRM and other marketing automation tools. It provides a seamless user experience and lets you easily automate your marketing process.

Ontraport is one of the best marketing automation tools for small companies, entrepreneurs, and solopreneurs, with features like marketing automation, email marketing, CRM, reporting, landing pages, and e-Commerce.

While it includes CRM and marketing automation functionality, it also has several other features for running and growing a small company, such as email marketing, landing pages, reporting, and eCommerce. 

One of the most useful features of Ontraport is its emphasis on reporting and insights. While some tools can be a bit of a mystery, Ontraport provides a clear picture of the success of your campaigns.

                                                                                                             Image source

Key Features:

• Sales + CRM solution with campaign automation
• Analytics and reporting
• Email drip campaigns and customizable CTAs
• Landing page templates, drag-and-drop editor, and form builders
• e-Commerce payments solutions

Pricing: 

Ontraport does not offer any free plans, but it has a 14-day free trial period for each paid plan.

• Basic Plan: $24 per month
• Plus Plan: $83 per month
• Pro Plan: $124 per month
• Enterprise Plan: $249 per month

8. Keap

Keap is the new name for Infusionsoft, the industry-best marketing automation solution for small businesses. It includes CRM, email, text messaging, landing sites, payments, and other tools. 

It focuses on sales and marketing automation, which allows you to collect and convert leads more efficiently, follow up and get paid quicker, and consolidate your tools into a single location.

With advanced nurture sequences, personalization response triggers, and more, Keap's Advanced Automation builder allows you to tailor your sales and marketing processes to create predictable, repeatable growth. 

Furthermore, Keap can be integrated with over 2500 applications via hundreds of integrations powered directly and by Zapier Premium.

                                                                                                             Image source

Key Features:

• Email and SMS marketing
• User-friendly campaign builders
• System for automated follow-up reminders
• Custom reporting and visualization
• Simple payment platform integration

Pricing:

Keap does not offer any free plans, but it has a 14-day free trial period for each paid plan.

• Pro Plan: $149 per month (1500 contacts and 2 users)
• Max Plan: $199 per month (2500 contacts and 3 users)
• Max Classic Plan: Custom pricing

9. GetResponse

GetResponse is an excellent marketing management tool for email marketing. It has been on the market for over 20 years and offers its customers excellent functionality.

The product includes email marketing, automation, autoresponders, email analytics, personalized communication, and more. This marketing automation tool can undoubtedly produce the intended results, and it is user-friendly with excellent customer service.

GetResponse's marketing functions can save you time and money. For specific campaigns, you can use pre-built workflows or create your own automations. You can send automated emails to all new subscribers and nurture them with relevant offers. You may add a personal touch to every communication and promotion.

There are also pre-built powerful automation templates available to assist you in nurturing new signups, recommending popular goods, recovering lost sales, and more. Furthermore, behavioral targeting can monitor and evaluate customer actions on your website, landing pages, and emails to trigger relevant emails or assign them to segments.

                                                                                                             Image source

Key Features:

• Comprehensive lead conversion funnels
• List management and segmentation
• Analytics and reporting
• Webinar hosting feature
• A/B testing and landing page/contact form builders

Pricing:

GetResponse does not offer any free plans, but it has a 14-day free trial period for each paid plan.

• Free Plan
• Email Marketing Plan: $19 per month
• Marketing Automation Plan: $59 per month
• e-Commerce Marketing: $119 per month

10. ActiveCampaign

ActiveCampaign is an excellent marketing automation application that provides sophisticated automation processes such as automated follow-ups, powerful integrations, and contact segmentation.

One of the most appealing aspects of this marketing automation system is its flexible marketing automation capability. As a result, you can create various marketing automation flows and customize them with 500+ pre-built automation, an email template collection, and contact management.

ActiveCampaign is an effective marketing automation software, but learning how to use it may take time and effort.

                                                                                                             Image source

Key Features:

• Customizable email drip campaigns
• Automated follow-ups
• Audience segmentation
• Analytics and reporting
• e-Commerce integrations

Pricing:

• Lite Plan: $29 per month (for 1 user)
• Plus Plan: $49 per month (for 3 users)
• Professional Plan: $149 per month (for 5 users)
• Enterprise Plan: Custom pricing

Now that you have automated repetitive marketing functions—what more can you do?

Choosing the right marketing automation tool for your business can make or break your marketing strategy and operations. Depending on your requirements and budget, you can easily generate quality leads, nurture them effectively, and personalize the customer journey using any of the twelve B2B marketing automation platform options mentioned in this blog. Not to mention monitor important KPIs and other data to make smarter decisions and optimize for conversions.

These tools provide a variety of features such as email marketing, lead management, social media management, analytics, and more, making them indispensable for any company looking to stay ahead of the competition in the ever-changing digital environment. Businesses should adopt marketing automation tools to achieve greater efficiency, productivity, and profitability, resulting in long-term success.

But that’s not all! Once you implement a marketing automation tool and start receiving a steady stream of inbound leads, the next step is to track every lead, pay adequate attention to them based on the profits they can generate for you, and establish proactive communication, so that your leads feel comfortable to get in touch with you anytime they would like.

How do you do all that? Using RevenueHero, of course!

But what is RevenueHero, and why should you implement it in your business?

RevenueHero is a lead qualification and distribution tool that correlates the purpose behind your website visitor filling out your "Contact Us" form with your budget and other lead qualification criteria.

Be it the webform on your landing page or any other webpage, you can use this software to qualify, distribute, and schedule meetings between your prospective customers and sales representatives from anywhere on your website. The leads are further evaluated and prioritized based on their revenue-generating capabilities for your business.

Using ReevenueHero, you can double your form-fill to meeting booking ratios.

This lead qualification and demo appointment scheduling tool includes the following features:

• Round Robin meeting scheduling: This allows you to automate meeting allocation amongst your sales team members and create your own distribution algorithm in seconds. It routes prospects based on their importance to your most seasoned sales reps, resulting in a shorter sales cycle and increased conversion rates.
  
• Meeting process automation: This feature enables you to deliver automated notifications and reminders with full context at each sales funnel stage. It helps you increase meeting participation and eliminates no-shows.
  
• Seamless CRM synchronization: This automatically connects the outcomes of each conference to the CRM. It helps you keep track of each lead at any stage of the sales funnel, saves time pursuing non-viable leads, and allows for more proactive conversation and nurturing of qualified leads.
  
• Product integration with your GTM stack: This allows you to improve your sales practices and communication, particularly with high-value leads (that it qualifies with its powerful lead scoring system), and guarantees you are catering to all prospective leads at every stage of the sales funnel.

Want to know more? Schedule a demo and check out their platform today!