Top 6 Marketing Automation Tools Every Marketer Should Look Out for in 2020

Today’s competitive business environment has led companies to keep growing with the ongoing development and advancements of technology. However, it has become difficult for marketers to drive effective campaigns that will garner much attention from customers. Thus, with the advent of marketing automation, it is now easier to reach a large audience across channels and automate crucial tasks such as organizing, streamlining and measuring analytics.

Marketing automation offers a wide array of benefits, including time savings, the ability to drive more actionable customer interactions to lead transactions and the opportunity to gain customer feedback and keep track of their behavior.

Companies that leverage marketing automation perceive more traffic on their site, more buyers, and growth in retention and loyalty rate. Integrated with personalization engines, the technology engages prospects and customers through highly germane content, converting them into loyal customers.

How to Get Started with Marketing Automation?

Implementing marketing automation into a business’s existing environment requires major undertakings. As more and more organizations of all shapes and sizes embrace the technology, it becomes more difficult to remain competitive in the respective industry. Businesses cannot deny the significance of marketing automation in today’s world. But getting started with it can be challenging if marketers will not take strategic approach in place.

So, to get started with marketing automation businesses must consider these approaches, including identifying their requirements and defining goals; research marketing automation software and select the right one; create an implementation plan; integrate it with CRM software; and continue scaling up outcomes.

Considering these basics, marketers can implement marketing automation tools efficiently and drive better customer experience.

Here we have accumulated some top marketing automation tools every marketer should consider this year and beyond.


Designed for enterprises, Marketo is a multi-functional cloud-based marketing automation software, enabling businesses to drive revenue with lead management and mobile marketing. The tool offers customer engagement marketing, real-time personalization to provide personalized messaging across marketing platforms, and marketing management functionality, such as budgeting tools and marketing calendars.


Pardot is a software as a service marketing automation platform from Salesforce offering email automation, targeted email campaigns, and lead management for B2B sales and marketing. With this tool, customers can develop dynamic and comprehensive marketing campaigns. It also assists in identifying gaps in campaigns before it is launched and integrates easily with CRM platforms like Salesforce, SugarCRM, Microsoft Dynamic CRM, and more.


Eloqua is a SaaS platform from Oracle that primarily assists marketers to target customers and track them across all phases of the purchasing cycle. It also aims at helping B2B marketers and organizations to manage marketing campaigns and sales lead generation. The tool can be used across various channels such as email, video, and mobile, making it an effective personalization device for marketing automation software.


Hubspot is inbound marketing, sales and service software and currently one of the most popular marketing automation tools. Holding a market share of 30 percent, the tool provides web analytics, landing page, social media marketing, search engine optimization and content management. It has been designed for small and medium-sized businesses, enabling them to launch marketing campaigns in a quick and effective manner.


SendinBlue, a SaaS solution for relationship marketing, which offers services such as email marketing, SMS campaign, and transactional emails. The tool requires no specific skill to create email designs or templates. The interface is so simple to use with a drag and drop facility and customized template gallery, assisting in building a simple but unique email template. The tool has several other features like importing contacts from another platform, customized contact search, responsive email design, campaign reporting, and trigger marketing email as per the user interest.


Ontraport is a business automation software for entrepreneurs and small businesses. The tool is often characterized as a full-featured email marketing platform, featuring extensive marketing automation capabilities and a built-in CRM for managing contacts. Ontraport is able to track customers as it moves along the funnel and tweaks certain details to surge the conversions and provide a holistic view of what is working and what is not.