It goes without saying that companies in all industries use or plan to use some kind of marketing automation tool.
The reasons behind this decision are clear: this software automates repetitive tasks, saves time, increases lead generation, streamlines operations by integrating systems and boosts the business scalability.
However, the variety of automation tools is enormous, which makes many marketers and decision-makers feel lost.
So, in this post, we've selected the main marketing automation tools on the national and international market so that you can get to know their particularities and make an informed choice - one that meets your needs.
1. Pareto
Brazilian: yes
Paid: yes
A Pareto is an Artificial Intelligence focused on Robotic Process Automation for Marketing and Sales. Throughout its history, it has developed automations that are used by more than 15,000 companies in 84 countries.
Pareto operates on 3 main fronts: Automation for Paid Media Management, with Pareto AdsAutomation for Process Management, with the Tess Platform and Automation for team knowledge management, with the Pareto Community.
Tess, Pareto's Artificial Intelligence, recovers the time lost by teams in repetitive tasks such as creating mass ads, identifying anomalies on the site, optimizing paid media, lead qualification processes, etc.
The company has already won two major digital marketing awards at the Google Premier Partner Awards: the Mobile Innovation Awards and the Google Display Innovation Award. And it offers a free demo of the platform for you to check out all the advantages.
2. Get Response
Brazilian: yes
Paid: yes
A GetResponse is an advanced email marketing automation tool. The software offers customizable templates for various communication situations, such as abandoned cart messages, welcome emails, automatic replies, etc.
The workflows have a drag-and-drop editor. Simply select the fields you want to include in the responses and drop them, linking the actions with an arrow that indicates the message that will be sent according to the user's path.
The platform's segmentation features are diverse and allow you to classify contacts by their levels of engagement, behavior on the site, purchase history, etc.
This way, communication is better targeted and the chances of the user moving forward in their buying journey increase.
GetResponse's free forever plan doesn't include automation, but you can test it for 30 days free of charge to find out for yourself how valuable it can be for your strategy.
3. Buffer
Brazilian: no
Paid: yes
A Buffer is a marketing automation tool specialized in social networks. Its purpose is to help you build an audience organically by managing all your social media from a single dashboard.
Buffer allows you to analyze performance, plan and publish content by scheduling posts and work on engagement through layers and hotkeys so you can go directly to the most important comments.
The tool also offers first comment scheduling when scheduling Instagram posts, insights into boosted posts and visualization of your audience's demographics.
Another interesting feature is the visibility of unanswered comments per post, which makes it easier to manage replies. You can create a free account to try out Buffer and the prices of the initial plans are affordable.
4. mLabs
Brazilian: yes
Paid: yes
Also specialized in social networks, mLabs concentrates social media management in one place with all the resources to make your brand stand out.
The platform offers a design tool for creating posts and scheduling and boosting publications on social networks.
It also has other features such as a publishing calendar, customizable reports, interactions in the feed and via private messages, workflows and team creation to organize the workflow, competition monitoring and the creation of landing pages for bio links.
With affordable prices, mLabs also offers a free trial of the tool.
5. Hootsuite
Brazilian: no
Paid: yes
A Hootsuite also focuses on marketing automation for social networks.
In addition to scheduling posts, the tool features a social media analytics dashboard that shows your best-performing content and offers personalized insights into why it's so successful.
With these insights, you can also search for a keyword and filter the results by date, demographics, location and more.
The idea is that you can understand the perception of your brand in the market and get immediate alerts if and when your mentions reach a peak.
Another interesting feature is being able to allocate posts to team members to manage responses, which can be made from a single panel that concentrates comments from the different social networks.
Hootsuite also offers integrations with chatbots, CRMs and the ReviewTrackers software, and you can request a free demo of the platform.
6. SEMrush
Brazilian: no
Paid: yes
When it comes to SEO, SEMrush stands out, allowing you to analyze keywords, backlinks and Google search positions. You can do free research with some limitations or opt for a paid plan.
Being a great ally in Inbound Marketing strategies, with the tool you can analyze domain backlinks, run SEO audits and evaluate the performance of your competitors (monitoring their ad texts and landing pages).
You'll also be able to track your SERP positions on a daily basis, mentions of your brand and the reach of your content.
You can also schedule and monitor social media posts and test the platform for free.
7. VWO
Brazilian: no
Paid: yes
A VWO is a website and application optimization platform focused on the application of A/B testing.
The tool's interface is very interesting, allowing you to point and click on the places on the page that you want to change in order to conduct the experiments.
Thus, carrying out a test becomes a fairly intuitive task, with no need for the experimenter to have much technical knowledge.
What's more, you can use a kanban view to keep track of all your teams involved in the different stages of an experiment, such as designers, product managers and growth analysts.
Another interesting feature offered is user insights. There are options for viewing recorded sessions of the lead's interaction path on the site, heat maps and on-page surveys.
VWO also offers various integration options with other platforms. On the website, you can find the different contract plans on offer. All of them are paid for, but it is possible to get a free trial.
8. Pipedrive
Brazilian: no
Paid: yes
Also in the CRM group is Pipedrive was developed by sales experts and features visual funnels for tracking opportunities.
Focusing on the sales side, Pipedrive's automations can trigger the sending of personalized email templates whenever a deal is created, or move a deal to another stage of the funnel, for example.
You can also set up automatic schedules, reminders and webhooks.
The company has also developed a sales mentor with artificial intelligence that offers personalized tips and recommendations for features and application integrations to do the heavy lifting for you.
Another interesting feature is smart contact data, which allows you to upload online data from sources such as LinkedIn, Google and Twitter with one click, so that the sales team can assess the temperature of leads more quickly.
The price of the tool varies according to the number of users, and you can also try it free for 14 days.
9. CRM PipeRun
Brazilian: yes
Paid: yes
O PipeRun CRM is a platform for accelerating sales and managing the entire sales machine, customer acquisition and retention.
In terms of automation, Piperun allows you to create tasks and send emails by dragging, set up alerts in the kanban, automatically generate commercial proposals and directly generate leads in the CRM by filling in a form on the website.
You can also send information to marketing tools such as RD Station and MailChimp.
PipeRun also has an integration center that includes everything from native integrations, with over 150 options, to Google Chrome extensions, webhooks and advanced APIs for connections between systems.
The price of the tool also varies according to the number of users, and you can try it out for free and watch a demo with a consultant.
10. RD Station
Brazilian: yes
Paid: yes
A RD Station was developed by the company Resultados Digitais. With it, you can create email marketing automation flows, landing pages and simplify some activities so that you don't need a programmer.
What's more, you can manage leads in order to classify them and assign a score to them according to their characteristics and your business's qualification criteria.
RD also offers the scheduling of social media posts and the creation of Facebook ads in advance.
With the tool you can get support in creating content taking into account the stage of the sales funnel the lead is in, optimizing the SEO of your pages and monitoring the keyword panel.
The platform offers plans for different company sizes and gives you the chance to test the tool for free.
11. Dynamize
Brazilian: yes
Paid: yes
Also focused on managing flows and leads, Dinamize is a marketing automation tool which, in addition to scheduled e-mail marketing, offers alternatives for sales management and public relations.
With Dinamize you can create landing pages, connect WhatsApp between your site and the platform, capture forms already on the site, publish on social networks, etc.
You can set up automations to keep audience information up to date or send SMSs to your leads according to any interaction they have with your brand. Lead Scoring is also available for ranking your best leads.
In addition, the tool gives you access to SEO reports and also has a pop-up creator for the site and the possibility of sending and receiving data via webhook.
On the website, you can find the different plans on offer and request a free trial of the tool.
12. SendinBlue
Brazilian: no
Pay: no
A SendinBlue presents its set of automations divided into 3 fronts: communication, personalization and conversion.
On the first front, they offer email marketing and SMS marketing, SendinBlue chat for installation on your website and a customer email inbox shared between all your team members in the CRM.
As for customization, you can organize your contacts into different lists using rules. The criteria can also be used to configure updates to their data on the platform.
The platform's focus, however, is on automation flows that can even be associated with the Lead Scoring option it provides.
In the conversion sector, you can create forms, landing pages and Facebook Ads.
Among the plans offered, there is a free plan, which although more limited is interesting for you to test some of the features offered by the platform.
13. Mailchimp
Brazilian: no
Pay: no
With a focus on email marketing, Mailchimp provides some automation options focused precisely on optimizing email campaigns, such as defining the time of sending according to the highest probability of engagement.
With Mailchimp you can segment your contacts according to their characteristics using rules that you predefine. It also has Lead Scoring so you can see your best leads.
It also allows you to create posts on social networks and ads on Google and Facebook.
The platform also has integrations with other tools, such as Zapier and e-commerce platforms, and allows you to create automation flows to send personalized emails, for example in the event of cart abandonment.
Despite having a Portuguese version of the site, the platform does not yet include this language, so be aware if this could be a problem for your team. As for the plans, there are 4 types, one of which is free and ideal for getting to know the platform.
14. E-goi
Brazilian: no
Paid: yes
Multichannel communication is the main quality that the Portuguese platform E-goi seeks to offer.
With the tool, you have access to the following channels: email marketing, SMS marketing, web push notifications, mobile push notifications, voice calls, transactional email and SMS (Slingshot) and your own Ads.
With this vast amount of options for marketing channels and tools, you can feed your automation process with data and direct leads in the best paths to make your process more and more efficient.
As for payment options, you can contract the Portuguese platform through monthly packages that vary according to the number of contacts.
15. Leadlovers
Brazilian: yes
Paid: yes
Still on the subject of tools focused on e-mail marketing, Leadlovers can be a great tool for self-employed digital entrepreneurs.
In addition to ready-made options for customizing email communication journeys, this tool also features a page builder with several ready-made templates that you can use.
You can also customize them using the "drag and drop" function and build a chatbot to integrate with your site.
Leadlovers can host online courses, for example, which is interesting for those who work with infoproducts, as it also has integrations with different payment methods.
With support in Portuguese, the tool offers monthly plans for different needs, and you can also sign up for an annual contract for a discounted price.
16. Mautic
Brazilian: no
Pay: no
A Mautic is a marketing automation tool tool, designed to democratize access to this type of software.
This doesn't mean that the cost of using it is zero, because although you don't have to contract plans, you do need to cover demands such as hosting and support for sending email marketing.
However, one advantage of open source and the creation of this tool has been the formation of a community of users who collaborate with questions and suggestions for improvement.
With this tool, you can create marketing campaigns, set up lead nurturing flows, work with landing pages, monitor social networks and analyze your main KPIs.
The software also offers integrations with other platforms.
17. HubSpot
Brazilian: no
Pay: no
A HubSpot has excellent options for those with a strategy focused on Inbound Marketing, as it excels in content management.
With this tool, you can create workflows and goals, take advantage of Lead Scoring to focus on the best leads and optimize the content of your pages.
You'll also find functions for managing social networks and ads, as well as a dashboard for analyzing your metrics, with the option of creating customized reports.
Marketing Hub also allows you to host videos for publications, set up a chatbot and carry out A/B tests. If you don't want to use HubSpot's own CRM option, it also provides the option of integrating Marketing Hub with Salesforce.
You can start with the free plan, but some of the functions we described above are limited, such as managing social networks and limiting the number of contacts you can send emails to.
Despite this, it is a good alternative to see how the platform works, and then the pricing varies according to the number of contacts, as is generally practiced in the market.
18. Lahar
Brazilian: yes
Paid: yes
A Lahar has many of the options already described above, such as: keyword panel, content optimization, social media management, creation of landing pages and forms, configuration of automation flows, Lead Tracking and Lead Scoring.
It also has SMS marketing and push notification features and you can check the results of all your actions in the reports tab, which shows your key metrics updated in real time.
As far as integrations are concerned, Lahar makes it possible to connect to various other platforms, such as Salesforce, Loja Integrada, PayPal and Slack, via its API.
Lahar has stood out for bringing new features, including the whitelabel option, which allows you to customize the entire tool according to your brand's visual identity.
You can test the platform for free for 15 days.
19. Dito
Brazilian: yes
Paid: yes
A Dito is a CRM for retail. Its focus is to integrate online and offline channels, providing a single view of the relationship journey: from physical stores to e-commerce.
From this integration between channels, the platform centralizes consumer data and then allows you to segment it according to demographics and behavior, among other options.
This way, you can choose the type of campaign you want to run with the segment you have set up, and after the launch you can see the results achieved on the platform.
The campaign options are e-mail marketing, SMS, browser push and mobile push. You can also create different email notifications to carry out A/B tests.
In addition, Dito provides integration with Facebook/Instagram Custom Audiences and Google Customer Match.
On the website, you can request a demo of the platform to get to know it a little better.
20. Pipz
Brazilian: yes
Paid: yes
A Pipz is a platform that is classified as a CDP (Customer Data Platform), which is the union between a CRM and a DMP (Data Management Platform, which allows the collection of data from different sources, mainly proprietary and third parties).
In this sense, Pipz's automations focus heavily on intelligent segmentation and personalization.
So, in addition to email marketing, workflows, chat and dynamic landing pages, they offer, for example, tracking customer behavior on your website and centralizing customer information from different platforms.
They can be a good CRM option for retail because they create this unique profile for the customer, uniting online and offline experiences.
On this platform, it is also possible to create customized reports and dashboards so that you can analyze your main KPIs.
Through the Pipz website, you can request a personalized product demonstration, without obligation.
21. Active Campaign
Brazilian: no
Paid: yes
A Active Campaign positions itself as an automation platform for your customer's experience, not limited to email marketing personalization options.
That's why the company offers automation flows that include email marketing, transactional emails, sales team triggers, lead scoring, A/B testing, and more.
It stands out for providing a simplified visualization of the path taken by your lead from searching for you on Google to the moment of conversion. Another advantage of the tool is that you can see where the lead was when they received your email.
Active Campaign provides integrations with well-known applications such as Salesforce, Shopify and WordPress.
Like other marketing automation tools already listed, the plan options vary according to your number of contacts. On the website, you can test how it works for free.
22. Fleeg
Brazilian: yes
Pay: no
Fleeg automation Fleeg automations aim to make this CRM more competitive.
In this tool, you'll find automations for lead scoring, qualification and tracking; e-mail marketing; landing page creation; among others.
One of the interesting features it has is the possibility of recording tasks by voice, such as recording an audio of a meeting and having it automatically transcribed into the CRM.
Fleeg also offers very useful integrations, such as with Zapier, RD Station, WhatsApp and WordPress.
As with most CRMs, Fleeg's plans vary according to the number of users, but you can join with a free plan initially.
The free version is quite limited, but it can be useful for testing some of the platform's features.
23. Keap
Formerly known as Infusionsoft, Keap is also a CRM, but more focused on small and medium-sized businesses.
As such, their focus is on providing easy automations for sending emails and follow-ups, converting leads, customer meeting reminders, lead nurturing flows and more.
As well as being an automation tool with a nice design, in the email marketing section they also offer beautiful templates that you can use for your campaigns.
It's also worth mentioning that Keap has a team of experts to help with the implementation of automation.
Keap's plans are paid for and priced on a monthly basis, but you can try the tool for free on the website.
24. Ortto
Brazilian: no
Pay: no
On the marketing automation side, Ortto focuses mainly on consumer journeys.
With a beautiful flowchart look, it allows you to set up journeys for lead segmentation, lead nurturing and email marketing. The idea is to focus a lot on personalization too.
You can also carry out A/B tests, set up SMS marketing campaigns and explore lead capture, lead scoring and lead tracking options to boost your journeys.
You can also count on integrations for finance, sales, customer support, advertising, e-commerce, B2C or B2B businesses and SaaS.
The tool offers a variety of plans that you can choose from depending on the type of company you have, starting with a free plan, which is a little more limited but allows you to try out some of the platform's features.
25. SharpSpring
Brazilian: no
Paid: yes
A SharpSpring is a cloud-based SaaS platform for marketing automation integrated with CRM.
With this tool you can manage your social networks and view your publications, blog posts and outgoing emails in a single calendar.
You can also manage and nurture leads based on behavior, creating triggers and filters for sending emails based on contacts' actions and preferences, as well as creating tasks, follow ups and automated notifications for your team.
Options for building landing pages, creating personas, leadscoring and monitoring campaigns are also offered by SharpSpring. In the tool's analysis tab, you'll have access to reports to analyze your results.
By entering the site, you can schedule a free demo to learn more about the platform's features.
26. Wishpond
Brazilian: no
Paid: yes
A Wishpond is a platform that combines 4 work fronts: setting up popups and forms for your website, preparing sweepstakes and contests, creating landing pages and marketing automation.
In this last option, Wishpond works with the segmentation of leads based on demographic data and activities to produce nurturing flows and personalized emails.
It is also possible to create alerts for the sales team and connect the platform to generate notifications in other applications with which it provides integration, such as GoToWebinar and Slack.
On the lead management side, the platform also offers lead tracking and lead scoring. In a simple and pleasant interface, you can view your lead's latest actions, their profile and related lists.
The plans offered by Wishpond are paid, but you can sign up to try it for free for 14 days.
Choosing a good marketing automation tool is very important for boosting the results of your campaigns and contributing to business growth.
By implementing automation, you save the time you would otherwise spend on repetitive tasks and use it on more strategic actions for your company's success.
The market offers several options for platforms that provide this type of service, as we've seen in this article. Try out the ones you like best and see which one best suits your type of business so you can make a good choice.
Now, if you want to advance in the world of automation, check out our Complete Guide to Marketing Automation! In it you'll find tips on process optimization, automation implementation steps, an x-ray view of an automated company and much more!
