15 Best Marketing Automation Tools for SaaS

15 best Marketing Automation Tools for SaaS

If you’re running a SaaS business like me, you know how important it is to reach the right customers at the right time.

But keeping up with all the marketing tasks can be overwhelming, right? That’s where marketing automation tools come in handy. 

These tools are like your personal assistants, helping you streamline your marketing efforts without all the stress.

In this blog post, we’re going to dive into 15 of the best marketing automation tools specifically designed for SaaS businesses like ours. 

So, let’s simplify our marketing game and take our SaaS business to the next level!

List of 15 Best Marketing Automation Tools for SaaS

  1. HubSpot
  2. Encharge
  3. Ortto
  4. Eloqua
  5. Adobe Marketo Engage
  6. Salesforce Marketing Cloud Account Engagement
  7. SharpSpring
  8. Keap
  9. Act-On
  10. WebEngage
  11. Mailchimp
  12. AWeber
  13. ActiveCampaign
  14. ConvertKit
  15. Constant Contact

1. HubSpot

HubSpot Marketing Automation

HubSpot is the ultimate marketing automation tool trusted by over 177,000 businesses like ours. It’s like having a supercharged assistant that handles everything from attracting customers to keeping them happy. 

With HubSpot, you can create stunning marketing campaigns, manage your sales pipeline, provide top-notch customer service, and keep your data organized—all in one place. 


  • Automated campaigns creation
  • Automate routine tasks with email and form automation
  • Extend campaigns across SMS, in-product marketing, and more
  • Automate lead nurturing with email drip campaigns
  • Workflow visualization
  • Automate lead scoring, follow-ups, notifications, and more

Top 3 Features of HubSpot

1. Automated Campaign Creation

HubSpot helps you set up marketing campaigns without doing each step manually. You can create emails, forms, and messages that go out automatically. It saves time and ensures your marketing stays on track.

Automated campaign creation feature of HubSpot Marketing

2. Lead Nurturing Automation

This tool helps keep potential customers interested. It sends them helpful emails at the right times, so they’re more likely to buy from you.

Lead nurturing automation feature of HubSpot Marketing

3. Workflow Visualization

This feature lets you see your marketing plans in a clear, easy-to-understand way. You can see what steps your customers will go through and make changes if needed. It helps you stay organized and make sure everything runs smoothly.

Workflow visualization in HubSpot Marketing

Pros of HubSpot

  • Free tools available, including CRM and landing page builder.
  • Extensive partner network for support and implementation.
  • Excellent training resources for users of all levels.
  • Integrated sales tools for high-touch sales processes.

Cons of HubSpot

  • Steeper learning curve due to the breadth of features.
  • Time-consuming to fully implement paid versions.
  • Higher cost compared to some competitors.


  • Marketing hub professional $800/mo
  • Marketing hub enterprise $3,600/mo

Customer Support

  • Dedicated support team available via chat, email, and phone.
  • Extensive knowledge base
  •  Community forums

Average Rating

The average rating of HubSpot is 4.4 out of 5.

Average rating of HubSport Marketing Automation


A user's review about HubSpot Marketing tool

A user's review about HubSpot Marketing tool

Final Verdict

HubSpot is the ultimate marketing automation platform for SaaS businesses like ours. With its comprehensive features and unparalleled support, it’s no wonder why it’s our top recommendation. While it may take some time to master, the benefits far outweigh the learning curve. So why wait? Start your free trial of HubSpot Professional today and take your SaaS business to new heights.

2. Encharge

Marketing automation tool Encharge

Encharge is a marketing automation tool that’s all about simplicity and integration. 

With Encharge, you can connect seamlessly with top-notch tools like Segment.com, Stripe, and Facebook ads, making your marketing efforts a breeze. Plus, it offers a visual flow builder and precise segmentation features, so you can target your audience with laser-like precision. 

And guess what? It starts at just $49/month for 2,000 contacts, making it one of the most affordable options out there. 


  • Broadcasts
  • Flow Builder
  • Behavior Emails
  • A/B Testing
  • Personalization
  • User Profiles
  • User Segments
  • Lead Scoring
  • Email Editor
  • Transactional Emails
  • Email Verification
  • Native Forms
  • Company Profiles
  • Custom Objects
  • Event Management

Top 3 Features of Encharge

1. Behavior Emails

Behavior email helps send emails based on what people do or don’t do on your website or app. So, if someone visits your site but doesn’t buy anything, you can automatically email them to remind them. It’s like having a smart helper who knows when to reach customers.

Behavior emails of Encharge

2. User Segments

This sorts your users into groups based on what they do. So, if some people visit your website a lot and others hardly ever do, you can send different emails to each group. It’s like organizing your friends into different groups for different activities.

User segments in Encharge

3. Lead Scoring

This rates how likely it is that someone will buy your product. It looks at things like how often they visit your site or open your emails. Then, it helps you focus on the most interested people. It’s like having a list that tells you who’s most likely to become a customer.

Lead scoring feature of Encharge

Pros of Encharge

  • Customization is available 
  • Intuitive visual flow builder
  • Precise segmentation capabilities

Cons of Encharge

  • Advanced event segmentation feature still in development
  • Steep learning curve
  • Performance issues 


  • Growth $79/month (billed yearly)
  • Premium $129/month (billed yearly)
  • Enterprise with custom pricing 

Customer Support

  • Free concierge services available for SaaS startups
  • Consultation calls to discuss marketing challenges

Average Rating

The average rating of Encharge is 4.7 out of 5.

Average rating of Encharge


A user's review about Encharge

A user's review about Encharge

Final Verdict

Encharge is a game-changer for SaaS businesses looking for an affordable and integrated marketing automation solution. With its deep integrations, intuitive visual builder, and precise segmentation capabilities, it’s a must-have tool for your marketing needs. 

3. Ortto

Ortto Marketing Automation

Meet Ortto, your go-to marketing automation platform trusted by over 11,000 active customers. 

Unlike others, Ortto specializes in advanced features customized to your needs, making it a standout choice. 

With Ortto, you get everything from marketing automation to push notifications and live chat—all in one place. 

Plus, its smart AI capabilities take your marketing game to the next level, suggesting subject lines and predicting open rates. 


  • Lead management
  • Email marketing
  • Automated workflows
  • Segmentation
  • Analytics and Reporting
  • Email marketing
  • Live chat
  • Inbox
  • Advanced AI Capabilities
  • Knowledge base
  • Specialized Template Library
  • In-app messages
  • Popups, forms & surveys
  • Lead scoring
  • Security & privacy
  • Integrated Push Notifications and SMS
  • Integrations

Top 3 Features of Ortto

1. Advanced AI Capabilities

Ortto’s AI offers advanced features like subject line suggestions and open rate predictions, giving your marketing efforts a competitive edge.

Advanced AI capabilities of Ortto Marketing Automation

2. Integrated Push Notifications and SMS

With Ortto, you can reach your audience instantly with push notifications and SMS, keeping them engaged and informed.

Push notification integration in Ortto Marketing Automation

3. Lead Management

This feature ensures no leads fall through the cracks and provides insights into their behavior, helping prioritize efforts towards the most promising prospects.

Lead management in Ortto Marketing Automation

Pros of Ortto

  • Lower cost compared to many competitors
  • Modern and user-friendly interface
  • Advanced AI capabilities for enhanced productivity
  • Built-in push notification and SMS features
  • Discounted startup package available for qualifying SaaS companies

Cons of Ortto

  • Additional tools like CRM and CMS may be required
  • Self-serve customer service model may not suit everyone
  • Some users report issues with Salesforce integration


  • Professional $509 USD/mo
  • Business $849 USD/mo
  • Enterprise $1,699 USD/mo

Customer Support

  • Mostly self-serve customer service model
  • Live chat
  • Customer support 
  • Contact form

Average Rating

The average rating of Ortto is 4.6 out of 5.

Average rating of Ortto Marketing Automation


A user's review about Ortto Marketing

A user's review about Ortto Marketing

Final Verdict

Ortto is the perfect solution for SaaS companies seeking specialized marketing automation without unnecessary extras. With its intuitive interface and advanced AI capabilities, creating impactful campaigns and boosting productivity is a breeze. Its integrated features, like push notifications and SMS, keep your audience engaged.

4. Eloqua

Eloqua Marketing Automation by Oracle

As one of the oldest players, Eloqua has set the standard for marketing automation tools. 

With its comprehensive feature set, including broadcast email marketing, CRM integration, lead management, and more, Eloqua is a powerhouse for enterprise-level businesses. 

While it comes with a hefty price tag starting at $2,000 per month, its capabilities are unmatched. 


  • Email marketing
  • Cross-channel marketing
  • Personalization
  • Lead scoring
  • Lead nurturing
  • Campaign management
  • Analytics and reporting

Top 3 Features of Eloqua

1. Email Marketing

Eloqua helps send emails to lots of people at once. You can make them look nice and see who opens them. It’s like sending out flyers to let people know about your business.

Email marketing feature of Oracle Eloqua

2. Cross-channel Marketing

This lets you reach people on different platforms, like email, social media, and websites. You can make sure your message is seen by lots of people, no matter where they are. It’s like spreading the word about your business in different places.

Cross-channel marketing feature of Oracle Eloqua

3. Personalization

This makes your messages feel like they’re just for the person reading them. You can use their name or talk about things they’re interested in. It’s like having a conversation with someone instead of just sending a generic message.

Personalization feature of Oracle Eloqua

Pros of Eloqua

  • Extensive marketing functionality
  • Ability to create targeted campaigns across multiple channels
  • Strong alignment between sales and marketing teams
  • Custom implementation and integration services are available

Cons of Eloqua

  • Expensive pricing
  • Long implementation process
  • Primarily suited for enterprise-level companies with over 1,000 employees


  • Basic $2000/month
  • Standard $4000/month
  • Enterprise – contact sales

Customer Support

  • Chat support
  • Call support
  • Email support

Average Rating

The average rating of Eloqua is 3.9 out of 5.

Average rating of Oracle Eloqua


A user's review about Oracle Eloqua

A user's review about Oracle Eloqua

Final Verdict

While Oracle Eloqua may not be the first choice for SaaS companies due to its high price and complex implementation process, it remains a top contender for enterprise-level businesses. With its extensive marketing functionality and seamless alignment between sales and marketing, Eloqua is a powerhouse in the world of marketing automation. If you’re looking for a solution and have the budget to match, Eloqua could be the perfect fit for your enterprise.

5. Adobe Marketo Engage

Adobe Marketo Engage

Adobe Marketo Engage is a powerhouse marketing automation platform trusted by around 30,000 websites. 

Customized for scale-up SaaS companies, Marketo is your go-to solution for advanced marketing campaigns. While it doesn’t include a CRM, Marketo shines in email marketing, lead nurturing, landing pages, and more. 

Plus, it offers a chatbot and content recommendation engine to engage visitors and drive conversions. 


  • Cross-channel marketing
  • Engagement map
  • Social marketing
  • Email marketing
  • Interactive webinars
  • Mobile Marketing
  • Digital advertising
  • Adobe Dynamic Chat
  • Sales insights
  • Account profiling
  • Target account management
  • Predictive audiences
  • Lead generation
  • Segmentation
  • Targeting
  • Sales and marketing partnership
  • Content personalization
  • Web personalization
  • Predictive content
  • Marketing analytics
  • Advanced journey analytics
  • Multi-touch attribution
  • Data and insights

Top 3 Features of Adobe Marketo Engage

1. Cross-channel Marketing

Adobe Marketo Engage helps you reach customers on different platforms like social media, email, and websites. You can make sure your message is seen everywhere your customers are, making it easier to connect with them.

Cross-channel marketing feature of Adobe Marketo

2. Sales and Marketing Partnership

This feature helps sales and marketing teams work together better. By giving sales teams useful leads and insights, both teams can work together to turn leads into customers more effectively.

Sales and marketing partnership of Adobe Marketo

3. Content Personalization

This makes your messages feel like they’re just for each person. It uses data to show customers content they’re interested in, helping create better experiences and increasing the chances they’ll buy from you.

Content personalization feature in Adobe Marketo

Pros of Adobe Marketo Engage

  • Advanced marketing automation capabilities
  • Extensive customization options for multi-channel campaigns
  • Highly granular data analytics and reporting
  • Content recommendation engine for personalized experiences

Cons of Adobe Marketo Engage

  • Dated design and tooling interface
  • Steeper learning curve compared to other platforms
  • Narrower product offering and higher cost than some competitors
  • Requires integration with external CRM and CMS systems


  • Growth – contact sales 
  • Select – contact sales 
  • Prime – contact sales 
  • Ultimate – contact sales 

Customer Support

  • Dedicated support team available for assistance
  • Comprehensive resources and training materials

Average Rating

The average rating of Adobe Marketo Engage is 4.1 out of 5.

Average rating of Adobe Marketo


A user's review about Adobe Marketo

A user's review about Adobe Marketo

Final Verdict

While Adobe Marketo Engage is ideal for scale-up businesses with a need for deeper enterprise functionality, its higher cost and complexity may not suit every company. However, for those prioritizing advanced automation and personalized experiences, Marketo’s content recommendation engine can be a valuable asset.

6. Salesforce Marketing Cloud Account Engagement

B2B marketing automation tool by Salesforce

Marketing Cloud Account Engagement, previously known as Pardot, is the automation tool acquired by Salesforce in 2007, making it a trusted choice for businesses worldwide. 

Designed to optimize marketing efforts, it offers a range of features, including Email Studio for email marketing, lead nurturing, and advanced AI-powered campaigns. 

While it’s popular among larger organizations due to its enterprise functionality, Marketing Cloud Account Engagement’s high cost and complex interface may pose challenges for some users.


  • Lead Generation
  • Cross-Channel Journeys
  • Account-Based Engagement
  • AI Scoring
  • Engagement History Insights
  • Real-Time Sales Alerts
  • Full-Funnel Multi-touch Attribution
  • Account-Based Marketing Dashboard
  • Out-of-the-Box Analytics

Top 3 Features of Marketing Cloud Account Engagement

1. Lead Nurturing and Scoring

Marketing Cloud Account Engagement helps find the best leads and turn them into customers. It looks at what people do online to figure out who’s most interested. Then, it sends them helpful messages to keep them interested until they’re ready to buy.

Lead nurturing and scoring feature of Salesforce Marketing

2. Cross-Channel Journeys

This lets you connect with customers in different places, like email, social media, and ads. It’s like following them around online to make sure they see your messages wherever they go.

Cross-channel journeys of Salesforce Marketing tool

3. Full-Funnel Multi-touch Attribution

This helps figure out which marketing efforts are working best. It looks at all the different things you do to promote your business and shows which ones are bringing in the most customers. It’s like having a map that tells you the best route to take to reach your destination.

Multi-touch attribution of Salesforce Marketing tool

Pros of Marketing Cloud Account Engagement

  • Enterprise functionality suitable for larger scale-ups
  • Ability to implement marketing automation campaigns of varying complexities

Cons of Marketing Cloud Account Engagement

  • High cost compared to other platforms
  • Dated and non-intuitive user interface
  • Requires technical skills for basic functions like segmentation
  • Hosting landing pages on a separate subdomain negatively impacts SEO


  • Marketing Cloud Engagement Starting at $1,250 Org / Month*
  • Marketing Cloud Account Engagement Starting at $1,250 USD / Month*
  • Marketing Cloud Growth Edition $1,500 USD / Month*

Customer Support

  • Dedicated support available for assistance
  • Comprehensive training materials and resources

Average Rating

The average rating of Marketing Cloud Account Engagement is 4.0 out of 5.

Average rating of Salesforce Marketing Automation


A user's review about Salesforce Marketing Automation

A user's review about Salesforce Marketing Automation

Final Verdict

While Marketing Cloud Account Engagement offers enterprise-level functionality and is trusted by businesses within the Salesforce ecosystem, its high cost and complex interface may deter some users. Consider Marketing Cloud Account Engagement if you require advanced marketing automation capabilities and have the resources to manage its intricacies.

7. SharpSpring


SharpSpring is the go-to marketing automation tool for agencies. With its all-in-one platform, SharpSpring offers a comprehensive suite of features designed to optimize marketing efforts. 

From behavior-based emails to CRM and sales automation, SharpSpring has everything agencies need to succeed. 

While its UI may need some improvement and there have been reports of glitches, SharpSpring stands out for its cost-effectiveness, starting at just $450/month for 1,500 contacts. 

Perfect for agencies with its fully brandable white-label option and custom pricing, SharpSpring is a solid choice for those seeking a robust marketing automation solution.


  • Full-funnel Marketing & Sales Automation + CRM
  • Email Marketing
  • Marketing Automation
  • Sales Automation
  • CRM
  • Social Media
  • Retargeting Ads
  • Tracking & Analytics

Top 3 Features of SharpSpring

1. Full-funnel Marketing & Sales Automation + CRM

It’s like having a supercharged tool that helps you attract leads, close deals, and manage customer relationships all in one place. No more switching between different apps – everything works together to boost sales.

Full-funnel Marketing & Sales Automation + CRM of SharpSpring

2. Email Marketing

With this feature, you can send targeted emails to potential customers, making sure they get the right message at the right time. It’s like having a personal assistant that helps you reach out to leads and keep them engaged.

Email marketing feature of SharpSpring

3. Marketing Automation

This feature handles repetitive tasks like sending follow-up emails and tracking customer interactions automatically. It’s like having a robot assistant that helps you stay organized and frees up your time to focus on more important things, like growing your business.

Marketing automation feature of SharpSpring

Pros of SharpSpring

  • Ideal for agencies with fully brandable white-label option
  • Free support included
  • Comprehensive suite of features in all plans

Cons of SharpSpring

  • UI could use improvement
  • Reports of glitches and bugs reported by some customers
  • Unreliable Salesforce integration
  • No self-serve signup process available


  • Starter $4,680
  • Pro $15,300
  • Enterprise $50,400
  • 10k contact plan $11,988

Customer Support

  • Free support included with all plans
  • Dedicated support team available for assistance

Average Rating

The average rating of SharpSpring is 4.6 out of 5.

Average rating of SharpSpring


A user's review about SharpSpring

A user's review about SharpSpring

Final Verdict

While SharpSpring may not be the top choice for SaaS companies, it shines as a marketing automation solution for agencies. With its cost-effective pricing, fully brandable white-label option, and comprehensive feature set, SharpSpring is a solid choice for agencies looking to streamline their marketing efforts. 

8. Keap

Keap, a marketing automation tool

Keap is the perfect solution for small service businesses and solopreneurs seeking an affordable all-in-one marketing automation platform. 

With Keap, you get a comprehensive set of features to automate your business operations, from email marketing to CRM and online selling. 

While it may lack some advanced automation capabilities, Keap stands out for its affordability, starting at just $79/month. Whether you need to accept payments, manage invoices, or follow up with leads, Keap has you covered.


  • Marketing and sales automation
  • Automation templates for various needs
  • Define triggers and actions for automations
  • CRM
  • Payments and invoicing
  • Email and text messaging
  • Appointments and scheduling
  • Lead capture and pipeline
  • Reporting
  • Dedicated business phone line
  • Integrations

Top 3 Features of Keap

1. Marketing and sales automation

Keap helps you send personalized messages without doing lots of manual work. You can set up automatic responses based on what your customers do, like filling out a form or moving to the next stage of a deal.

Marketing and sales automation feature of Keap

2. Automation templates

Choose from pre-made templates or make your own custom automation. These templates cover common needs like following up with new leads or reminding clients about invoices.

Automation templates in Keap

3. Define triggers and actions

Decide what starts your automation and what happens next. For example, a customer filling out a form could trigger sending them a booking link. You can also set up delays, like waiting a few days before sending a reminder.

Triggers and actions in Keap

Pros of Keap

  • Ideal for small service businesses and solopreneurs
  • Affordable pricing plans 
  • All-in-one platform for managing various business operations
  • CRM and segmentation capabilities for effective lead management

Cons of Keap

  • Lacks sophisticated marketing automation flows
  • Does not include event-based campaign automation


  • Pro $159 /mo
  • Max $229 /mo
  • Ultimate $279 /mo

Customer Support

  • A dedicated support team is available for assistance
  • Comprehensive resources and training materials

Average Rating

The average rating of Keap is 4.2 out of 5.

Average rating of Keap


A user's review about Keap

A user's review about Keap

Final Verdict

Keap is the go-to choice for small service businesses and solopreneurs seeking an affordable and comprehensive marketing automation solution. While it may lack some advanced features, its affordability and all-in-one platform make it an excellent choice for optimizing business operations.

9. Act-On

Act-On, a marketing automation tool

Act-On offers a comprehensive suite of features to optimize your marketing efforts. 

From drip campaigns to dynamic content and adaptive lead nurturing, Act-On has everything you need to engage your audience effectively. 

While its complex features and overwhelming UI may pose challenges for some users, Act-On stands out for its pricing based on active contacts and outbound email capabilities.


  • B2B Demand Generation
  • B2C Sales and Transactions
  • Customer Marketing
  • Automate Buyer Journeys
  • Personalize Digital Experiences
  • Improve Brand Loyalty
  • Onboarding and Training Programs
  • Product Adoption and Retention
  • Launch New Products and Services

Top 3 Features of Act-On

1. B2B Demand Generation

Act-on helps attract and capture customers by optimizing the sales funnel, tracking visitor behavior, and analyzing return on investment (ROI).

B2B demand generation feature of Act-On

2. B2C Sales and Transactions

It automates transactions and engages customers with personalized content to drive interest and increase sales.

B2C sales and transactions in Act-On

3. Customer Marketing

This extends the conversation beyond the sale point, expanding the business through customized communications to retain and grow the customer base.

Customer marketing feature of Act-On

Pros of Act-On

  • Pricing based on active contacts only
  • Outbound email capabilities
  • Comprehensive suite of features for effective marketing automation

Cons of Act-On

  • Complex features and overwhelming UI
  • No self-serve model available
  • Lack of drag and drop flow builder


  • Professional $900/month
  • Enterprise – contact sales

Customer Support

  • Dedicated support team available for assistance
  • Comprehensive resources and training materials

Average Rating

The average rating of Act-on is 4.1 out of 5.

Average rating of Act-On


A user's review about Act-On

A user's review about Act-On

Final Verdict

While Act-On offers a comprehensive suite of features for effective marketing automation, its complex features and overwhelming UI may deter some users. However, its pricing based on active contacts and outbound email capabilities makes it a viable option for businesses looking to engage their audience effectively. 

10. WebEngage


WebEngage can be your go-to solution for full-stack marketing automation and customer data management. 

Designed for consumer businesses, WebEngage empowers you to drive more revenue from your existing customers and anonymous users through personalized user engagement across multiple channels. 

With features like unified customer view, campaign analytics, and dynamic user segmentation, WebEngage offers a comprehensive solution to enhance your marketing efforts. 


  • Multichannel engagement
  • Visual drag-and-drop workflows for cross-channel campaigns
  • Integration with Third-Party Platforms
  • Comprehensive user data and event tracking
  • Real-time insights on campaign performance

Top 3 Features of WebEngage

1. Multi-Channel Engagement

WebEngage enables you to engage with your audience across various channels, including WhatsApp, Facebook, Email, Mobile, Web Push Notifications, SMS, and more, ensuring maximum reach and impact.

Multi-channel engagement feature of WebEngage

2. Comprehensive user data and event tracking

Get a complete picture of your users, including their behavior and preferences, to customize your campaigns for maximum effectiveness.

Comprehensive user data and event tracking in WebEngage

3. Real-time insights on campaign performance

See how your campaigns are doing in real-time on one dashboard. This helps you make quick adjustments to improve results and get the most out of your marketing efforts.

Real-time insights on campaign performance in WebEngage

Pros of WebEngage

  • Multi-channel engagement, including WhatsApp and Facebook
  • Journey designer for complex lifecycle campaigns and customer journey mapping
  • Integration with every major third-party platform

Cons of WebEngage

  • Price may be on the higher side for early-stage startups
  • Lack of user acquisition data; primarily focused on retention and engagement metrics


  • Solo Plan – contact sales 
  • Orchestra (Enterprise) Plan – contact sales 
  • Choir Plan – contact sales 
  • Band Plan – contact sales 

Customer Support

  • Live chat
  • Email support
  • Ticketing

Average Rating

The average rating of WebEngage is 4.4 out of 5.

Average rating of WebEngage


A user's review about WebEngage

A user's review about WebEngage

Final Verdict

WebEngage offers a powerful suite of features for businesses looking to improve their marketing automation and customer engagement strategies. Consider WebEngage if you prioritize multi-channel engagement and advanced journey mapping in your marketing efforts.

11. Mailchimp

Mailchimp Marketing Automation

Mailchimp is one of the best marketing automation tools for SaaS businesses. Mailchimp simplifies email marketing with its user-friendly interface and intuitive features. From email list management to basic contact segmentation, Mailchimp has everything you need to kickstart your email campaigns.

With its intuitive interface and useful features, Mailchimp enables SaaS companies to automate their marketing efforts effectively. 

Its user-friendly platform and advanced capabilities make it an indispensable tool for SaaS companies looking to optimize their marketing strategies and achieve growth.


  • Customer Journey Builder automation
  • Unified data view for organized customer insights
  • Multichannel engagement capabilities
  • Automated emails for order confirmation
  • Advanced segmentation for personalized communications
  • Automated reward programs for loyal customers

Top 3 Features of Mailchimp

1. Customer Journey Builder automation

Mailchimp helps create personalized and automated marketing campaigns that adapt to customer behavior. It saves time and effort by automatically sending targeted messages based on customer actions, leading to increased engagement and sales.

Customer journey builder automation in Mailchimp Marketing

2. Unified data view for organized customer insights

With this feature, all customer data is consolidated into one place, providing a clear and comprehensive view. It helps in understanding customer behavior, preferences, and demographics, enabling better-targeted marketing efforts.

Unified data view for organized customer insights in Mailchimp Marketing

3. Multichannel engagement capabilities

This feature allows businesses to engage with customers across various channels like email, SMS, and social media. It ensures consistent communication and helps reach customers where they are most active, increasing brand visibility and fostering stronger relationships.

Multi-channel engagement feature in Mailchimp Marketing Automation

Pros of Mailchimp

  • Free plan with up to 2,000 contacts
  • Intuitive and easy-to-use email template builder
  • Attractive website forms for enhanced email capture

Cons of Mailchimp

  • Lack of sophisticated event-based triggering
  • Clunky and hard-to-use user segmentation
  • Limited marketing automation capabilities without a visual flow builder


  • Free
  • Essential $13month
  • Premium $20/month
  • Standard $350/month

Customer Support

  • Knowledge base and tutorials available
  • Email and chat support for paid plans

Average Rating

Average rating of Mailchimp Marketing


A user's review about Mailchimp Marketing Automation

A user's review about Mailchimp Marketing Automation

Final Verdict

Mailchimp serves as the MVP of email marketing for SaaS companies, offering a simple and free solution for startups and small businesses. While it excels in ease of use and basic email marketing functionalities, it may lack the sophistication required for advanced marketing automation strategies as your business grows. 

12. AWeber

AWeber Marketing Automation tool

AWeber stands out as one of the top Marketing Automation Tools for SaaS businesses. With its user-friendly interface and powerful features, Aweber helps SaaS companies automate their marketing efforts efficiently.

From email campaigns to personalized customer journeys, Aweber automates the process, saving time and maximizing results. Its robust analytics provide valuable insights into customer behavior, allowing businesses to customize their strategies for optimal engagement and conversion. 

Trusted by thousands of SaaS businesses worldwide, Aweber is the go-to solution for those seeking effective and reliable marketing automation tools to drive growth and success.


  • AI Writing Assistant
  • Drag-and-Drop Builder
  • Mobile Editor
  • Link Previews
  • Keyboard Shortcuts
  • RSS Triggered Emails
  • Email Automation
  • Behavioral Automation
  • Dynamic Content
  • Tagging
  • Segmentation

Top 3 Features of AWeber

1. Email Automation

This tool lets you set up email campaigns that run by themselves. You drag and drop to make the emails, set the rules, and then it sends them out at the right time. It’s like having a smart helper that knows when to talk to your customers.

Email automation feature of AWeber

2. Behavioral Automation

AWeber helps you send emails based on what your subscribers do. For example, if someone clicks on a link in your email, they can get a special follow-up email. It’s all about making your messages feel personal and timed just right.

Behavioral automation feature of AWeber

3. Segmentation

With segmentation, you can group your subscribers based on their actions or what they like. Then, you can send emails that are more likely to interest them. This means better chances they’ll read your emails and not just delete them.

Segmentation in AWeber

Pros of AWeber

  • Automated email template creation from website content
  • Fast and responsive customer support

Cons of AWeber

  • Lack of sophisticated trigger-based events
  • Absence of a visual marketing automation workflow builder


  • Free
  • Lite $12.50/month
  • Plus $20.00/month
  • Unlimited $899/month

Customer Support

  • Knowledge base
  • Video tutorials
  • Call
  • Email
  • Live chat

Average Rating

Average rating of AWeber


A user's review about AWeber

A user's review about AWeber

Final Verdict

AWeber offers a decent email marketing solution at an affordable price point. However, its lack of advanced automation features may limit its suitability for growing SaaS companies. So if you’re a startup and want to invest in an email automation tool, AWeber is for you. 

13. ActiveCampaign

ActiveCampaign Marketing Automation tool

ActiveCampaign is a powerful email marketing and automation platform tailored for small to medium-sized businesses. It helps businesses, especially those that provide SaaS, manage their marketing without too much fuss. 

Being packed with features that let you send out emails automatically, ActiveCampaign let you see how customers interact with your emails, and even help you talk to customers through your website in real time. 

This tool is great because it makes it easier for you to keep in touch with your customers, learn what they like, and respond quickly to their needs. ActiveCampaign is like having an extra team member who’s always focused on making sure your marketing efforts hit the mark.


  • Automated Workflows
  • Track In-App Events
  • Onboard Users to Reduce Churn
  • Lead Scoring
  • Pipeline Stages
  • Manage Customer Health
  • Automate Outreach Based on User Actions
  • Triggered Notifications
  • RESTful API
  • CRM
  • Site & Event Tracking
  • Segmentation
  • Advanced Reporting
  • Marketing Automation
  • Analytics & Reporting
  • Sales CRM
  • Email Marketing

Top 3 Features of ActiveCampaign

1. Onboard Users to Reduce Churn

When new users understand your product better, they’re likely to stick around. Automated workflows help teach them how to use features that make your product valuable, keeping them interested and improving your profits.

Onboarding users in ActiveCampaign

2. Track In-App Events

This lets you see what users do inside your app. You can then send them helpful messages or updates based on their actions, improving their experience and satisfaction.

In-app event tracking in ActiveCampaign

3. Manage Customer Health

This feature uses lead scoring and stages in a pipeline to spot customers who might stop using your service. Once identified, you can take action to keep them engaged and prevent them from leaving.

Customer health management feature in ActiveCampaign

Pros of ActiveCampaign

  • Advanced marketing automation capabilities
  • Built-in CRM functionality
  • Intuitive visual workflow builder

Cons of ActiveCampaign

  • Limited SaaS integrations with tools like Segment.com, Stripe, and HubSpot
  • Initial complexity can be overwhelming for new users
  • Clunky email editor interface


  • Lite starts at $29/month
  • Plus starts at $49/month
  • Professional starts at $149/month
  • Enterprise starts at $259/month

Customer Support

  • Support Center
  • Live chat
  • Training 

Average Rating

The average rating of ActiveCampaign is 4.5 out of 5.

Average rating of ActiveCampaign


A user's review about ActiveCampaign

A user's review about ActiveCampaign

Final Verdict

ActiveCampaign stands out as an excellent choice for SaaS companies seeking advanced marketing automation capabilities. With its strong feature set, including sophisticated automation tools and CRM integration, it offers a comprehensive solution for optimizing marketing strategies. 

14. ConvertKit


ConvertKit is a marketing automation tool designed specifically for creators. It helps you manage your email list and automates your email campaigns, making it easier to connect with your audience without spending all day on it. 

With ConvertKit, you can send personalized emails based on what your subscribers are interested in, which helps keep them engaged and more likely to stick around. 

It can be useful for SaaS companies because it integrates easily with other tools and platforms, helping you optimize your marketing efforts and grow your business efficiently.


  • Landing pages
  • Forms
  • Recommendations
  • Creator Network
  • Email designer
  • Email marketing
  • Deliverability
  • Visual automations
  • Integrations
  • Commerce
  • Sponsor Network
  • Paid recommendations

Top 3 Features of ConvertKit

1. Email Marketing

This tool lets you send targeted emails to different segments of your audience based on their actions or interests. It helps you communicate directly with your users, promoting products or updates effectively, making it vital for keeping engagement high.

Email marketing feature of ConvertKit

2. Visual Automation

Automation in ConvertKit allows you to set up a sequence of actions triggered by specific customer behaviors. This feature saves time by automating routine tasks, such as sending welcome emails or follow-up messages, making it essential for managing user interactions smoothly.

Visual automation feature of ConvertKit

3. Landing Pages

These are designed to capture visitors’ information through well-crafted pages that promote sign-ups or sales. Landing pages are crucial for converting traffic into leads or customers, directly impacting growth and revenue for SaaS businesses.

Landing pages in ConvertKit

Pros of ConvertKit

  • Affordable pricing plans
  • Native integrations with popular platforms for creators
  • User-friendly form and landing page builders

Cons of ConvertKit

  • Suboptimal sequence layout
  • Lack of integrations and features tailored for product-based businesses


  • Free
  • Creator $9/month
  • Creator Pro $25/month

Customer Support

  • Live chat
  • Knowledge base
  • Community
  • How to guides

Average Rating

The average rating of ConvertKit is 4.7 out of 5.

Average rating of ConvertKit


A user's review about ConvertKit

A user's review about ConvertKit

Final Verdict

While ConvertKit excels as a user-friendly marketing solution for creators, it may fall short for SaaS companies seeking advanced automation and product-focused features. While suitable for bloggers and influencers, SaaS businesses with a product-centric approach may benefit from exploring alternative tools with more comprehensive capabilities.

15. Constant Contact

Constant Contact Marketing Automation

Constant Contact is a marketing automation tool that makes it easier for SaaS businesses to reach their customers. 

It focuses on email marketing, helping you send out emails that look good and hit the mark every time. Constant Contact comes with features like customizable templates, which save time and keep your emails looking professional. 

You can also track how well your emails are doing, seeing who opens them and clicks on links. This tool is great for keeping in touch with your customers regularly, helping to grow your business by maintaining strong relationships and keeping your audience engaged.


  • Welcome Email
  • Nurture Leads
  • Birthday and Anniversary Emails
  • Resending Emails
  • List-Building Tools
  • AI assistance
  • Reporting

Top 3 Features of Constant Contact

1. Welcome Email

This feature automatically sends a greeting email to new contacts when they join your list. It’s a friendly way to start a relationship, making new subscribers feel valued right from the start.

Welcome email feature in Constant Contact

2. Nurture Leads

This tool helps you keep in touch with potential customers by automatically sending them information and updates. It builds interest and trust over time, which can lead to more sales.

Nurturing leads feature in Constant Contact

3. Resending Emails

If someone doesn’t open your email the first time, this feature lets you try again with a different subject line. It increases the chances that your message gets seen and read.

Resending emails feature in Constant Contact

Pros of Constant Contact

  • Integration with popular e-commerce platforms
  • Easy-to-use pop-up and landing page builders

Cons of Constant Contact

  • Lack of advanced automation features
  • Tedious sequence creation process


  • Lite starts at $12/month
  • Standard starts at $35/month
  • Premium starts at $80/month

Customer Support

  • Knowledge Base
  • Product Help Center
  • Community

Average Rating

The average rating of Constant Contac is 4.0 out of 5.

Average rating of Constant Contact


A user's review about Constant Contact

A user's review about Constant Contact

Final Verdict

Constant Contact may serve small businesses adequately with its basic email marketing features, but it falls short for SaaS companies requiring advanced automation capabilities. However, if you’re strict on budget, you can give it a go.

Table of Comparison

Feature / Tool HubSpot Ortto ActiveCampaign
Automated Campaign Creation
Email Marketing
Lead Scoring
CRM Integration
Automated Workflows
Analytics and Reporting
Visual Automation
Dynamic Content
AI Features

Best of the Best

1. HubSpot

HubSpot is like a toolbox for all your marketing needs. It’s got everything from automated email campaigns to CRM integration, making it super easy to handle everything marketing-related in one place. It’s perfect for keeping your sales and marketing efforts organized and effective.

2. ActiveCampaign

ActiveCampaign excels in email marketing and automation, offering a wide range of features that help businesses keep in touch with customers and see how they interact with emails. This tool is great for businesses that want to communicate with customers more efficiently and learn from their interactions.

3. Orrto

Ortto stands out with its advanced AI features and comprehensive analytics, which means it not only helps you automate your marketing tasks but also gives you smart insights to make better decisions. It’s ideal for businesses that need a deep understanding of their marketing performance and customer behaviors.


Choosing the right marketing automation tool for your SaaS business can make a huge difference in how you connect with customers and manage your marketing tasks. 

Tools like HubSpot, ActiveCampaign, and Ortto stand out as top choices because they offer a wide range of features that cater to different aspects of marketing automation, from email marketing to analytics and AI-driven insights. 

Each tool has its strengths, so consider what fits best with your business needs and goals to effectively optimize your marketing efforts and grow your business.

Frequently Asked Questions

1. What is a marketing automation tool?

A marketing automation tool helps you handle marketing tasks automatically. It sends emails, manages your contacts, and tracks how customers interact with your business, all without you having to do these tasks manually.

2. Why do SaaS companies need marketing automation tools?

SaaS companies benefit from these tools because they help manage large numbers of customers efficiently, save time by automating repetitive tasks, and improve customer engagement through personalized communication.

3. How do marketing automation tools improve customer relationships?

These tools keep you in constant contact with your customers by sending timely and relevant emails, messages, and updates. This frequent communication makes customers feel valued and keeps them informed about your services.

4. Can marketing automation tools help in increasing sales?

Yes, by automating lead capture and follow-ups, these tools help nurture potential customers through the sales funnel, increasing the likelihood of conversions and boosting sales.

5. Are these tools difficult to use?

While some tools may have a learning curve, most are designed with user-friendly interfaces that make them easy to use, even for beginners. Many also offer support and training to help you get started.

6. What should I look for when choosing a marketing automation tool for my SaaS business?

Look for tools that integrate well with other software you use, offer the automation features you need, like email marketing and customer segmentation, and fit within your budget. Also, consider the tool’s scalability as your business grows.

As the Founder of Stratigia, Abbas Sarfraz has helped hundreds of Software-as-a-Service (SaaS) companies acquire and retain customers. With hands-on experience in marketing and sales, business and product strategy, and operations for early stage SaaS companies, Abbas has perfected the art of successful SaaS Startups Launch and Growth.