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The marketing automation industry has skyrocketed from a $500m market to an expected $6.4bn in 2024.

At the same time, the list of marketing automation platforms continues to grow with new tools hitting the scene every year, making it harder than ever to find the right platform for you.

Despite an endless variety of marketing automation services to choose from, I’m going to focus on seven that stood out after reviewing over 100+ email marketing & automation tools.

  1. ActiveCampaign
  2. Sendinblue
  3. Ortto
  4. HubSpot
  5. ConvertKit
  6. Omnisend
  7. Rejoiner

Unlike other comparisons of marketing automation tools, our recommendations are based on a comprehensive study that looked at over 100+ marketing automation products and included surveying over 10,000 marketers for their feedback on their marketing automation provider. I’ve also shared my personal experiences using these platforms where possible.

Marketing automation study

You can access the dataset we use to determine the top 10 email marketing software providers at the end of this article.

Jump to:

First things first, though. With so much variation between services, what do you need to look out for when comparing software providers?

What to consider when comparing marketing automation software

Before we go into the pros and cons, or the pricing comparisons, it’s important to know what to look out for.

I know several friends who signed up for marketing automation software, only to realise one month down the line that it wasn’t compatible with their CRM. Ouch.

It’s also very easy to get burned by the sliding scale pricing structures and unexpected additional costs.

HubSpot pricing

Ultimately, it pays to do your research. Below are a few important considerations and questions to have in mind when comparing the marketing automation software.

Let’s start off with the deal-breakers. These are the first things you should look out for when comparing marketing automation software providers.

Deal breakers:

  • Pricing – Most marketing automation tools are priced on a sliding scale with additional costs for training and add-ons. They can become ludicrously expensive very quickly if you’re not careful. I’d recommend taking a 3-5 year perspective when weighing up your options.
  • Usability – Marketing automation is inherently complex. As such, usability is extremely important as it’ll determine how much value your team extract from the tool. The less intuitive the software is, the more you will pay for training, and the more headaches your team will endure.
  • Integrations with your existing software – This is extremely important, yet sometimes overlooked. Some marketing automation tools only allow integration with a small number of third-party apps / CRM systems.

Now let’s look at the preferences. Some of these may be deal breakers for you, but they’re mostly to do with what features the software providers.


  • CRM / sales capabilities – Some marketing automation tools have an in-built CRM system with lead scoring, and advanced tagging capabilities. Others have no in-built CRM, as they expect you to connect the software with your existing CRM.
  • Email capabilities – while all marketing automation tools enable email marketing in some capacity, some are better than others. Do you need drip campaigns? subject line A/B testing? Demographic segmentation?
  • Content capabilities – Do you need to create landing pages, webinars, or other forms of content to send out to your contacts? While most marketing automation tools enable this, some are easier to use and more extensive than others.
  • e-commerce capabilities – Do you sell products online? Some marketing automation tools, such as Rejoiner and Omnisend, integrate directly into your e-commerce platform.
  • Social media capabilities – Some marketing automation tools integrate with Facebook and Twitter, enabling you to control social advertising or build social apps from within the service. Some also offer social media monitoring, to pull comments made on social media platforms into your CRM. These features are usually nice-to-haves, but it might be worth considering whether or not they would be useful for you or not.
  • Training & set-up – Another consideration is how long will it take your company to implement the marketing automation software, and at what cost? This is not particularly well advertised on any of the software provider’s websites, so be sure to ask.

The Pros and Cons of Marketing Automation software providers

In this section, I’ve written a quick summary of the main pros and cons of each of the marketing automation providers.

1. ActiveCampaign

ActiveCampaign is used by over 150,000 small businesses and is one of the overall best marketing automation platforms. They were also the first to pioneer the visual automation sequence builder.

ActiveCampaign's visual automation editor

At Venture Harbour, we decided to move all of our ventures to ActiveCampaign back in 2016. As a team of six running nine ventures, you can imagine how important a role automation plays – and so our bar was quite high when reviewing marketing automation tools.

But ActiveCampaign has delivered – and then some.

As a result of being so intuitive, our team is able to build complex automation sequences with virtually no support or training required. Predictive sending, predictive content and automation split tests enable us to let our automation sequences optimise themselves using machine learning.

ActiveCampaign split automations

Impressively, ActiveCampaign’s pricing makes them one of the most affordable marketing automation tools on the market. And unlike tools like HubSpot, which start cheap and become eye-watering expensive, ActiveCampaign remains affordable as you grow.

The final point worth noting about ActiveCampaign is that they’re constantly releasing new features to stay in the lead. In the last year, ActiveCampaign’s released predictive content, attribution, site messages and more. Another recent feature that we’ve found to be a great time-saver is being able to import and share automation ‘recipes’ in a couple of clicks to build on sequences built by the ActiveCampaign community.

ActiveCampaign automation recipes

Frankly, I can’t really think of anything negative to say about ActiveCampaign without being too pernickety. The worst part of ActiveCampaign is probably their reporting, though it’s still better than most automation providers.

You can learn more about ActiveCampaign and try their platform for free here.

2. Sendinblue

Sendinblue first became highly-regarded as an underdog in the world of transactional email tools before they began to make waves with their marketing automation product.

Granted, Sendinblue’s visual marketing automation builder may not be as visually attractive as ActiveCampaign’s, but it’s no less powerful. In fact, Sendinblue’s automation builder is so free of bells and whistles that it’s actually quite refreshing to use after using some of the tools that require contacting support or reading documentation just to complete basic tasks.

So, what are the main benefits?

1. Pricing – Sendinblue is one of the most affordable email marketing tools and offers marketing automation for free if you have fewer than 2,000 contacts. While most companies looking for marketing automation will have more than this, their pricing is still reasonable and based largely on email volumes.

2. Deliverability – Having used Sendinblue for one of our ventures, I can vouch for the fact that Sendinblue’s deliverability rates are very good – and recent research reports put them as having one of the highest deliverability rates in the industry.

The main downside we’ve faced using Sendinblue is their sending limits. While it’s likely a flipside of their deliverability rate being so good, Sendinblue limits how many emails you can send. While it appears to be a monthly limit, it’s actually a daily limit (the monthly limit is divided by 30). This has caused us several issues when going over our quota has meant emails end up being put on hold until the next day.

With that said, we still use Sendinblue to this day and consider it to be a good, stable, and relatively simple marketing automation tool. Being a French company, Sendinblue was one of the first marketing automation companies to declare GDPR compliance, and their history in transactional email has meant that they’ve been able to offer many marketing automation features that are difficult to find elsewhere, such as SMS messaging and real-time deliverability reporting.

3. Ortto

When I first tested Ortto, I had fairly low expectations. I expected it to be just another carbon-copy marketing automation tool with nothing new to add.

But that all changed when I saw the best-designed canvas for building email automation sequences that I’ve come across.

Ortto's marketing automation annotations

If you’ve ever built an email automation sequence, you know how quickly they can become confusing. Ortto solves this in a rather quirky way, by allowing you to annotate your automation sequences with emojis, stickers and explanations, making it easy for teams to collaborate on building sequences. 

While it can look a bit messy at first glance, this feature makes it possible to revisit an automation sequence a year after building it and quickly get up to speed with that’s going on.

Another feature I love about Ortto is its ability to trigger actions in your other tools inside Ortto. This saves having to configure integrations using a tool like Zapier and makes your sequences much easier to understand. 

Ortto third party integrations

Ortto’s reporting is also world-class. By default, Ortto encourages you to set a goal for each automation sequence, so that you can later view reports around how that automation sequence is hitting its goal.

For example, if I set a goal for my lead nurturing journey to convert 20% of contacts to buy my product, I can then produce a report like this. 

Ortto reporting

Starting at $49/month for 2,000 contacts, Ortto is far from the cheapest option, particularly considering that Ortto does not offer an in-built CRM. However, Ortto is extremely intuitive and great for teams that need to collaborate on powerful email automation sequences. If we had to move from ActiveCampaign, this is likely where we’d go. 

4. HubSpot

Let’s not kid ourselves, HubSpot is over-hyped.

Pretty much everything that HubSpot offers can be found elsewhere at a much lower cost. And yes, while it is true that HubSpot does offer a free version of their software, this doesn’t include any of their marketing automation features. If you’re looking to use HubSpot for marketing automation, you’ll need to cough up at least $800/month (paid annually), plus an additional $3,000 in onboarding fees. In other words, if your marketing automation budget is below $12,600/year, you may want to move on to our next suggestion.

But to give credit where its due, their software is really intuitive and easy to get the hang of, which for a non-technical small business can make all of the difference. The analytics are incredibly good, which makes it dead easy for business owners to know what’s working and what’s not.

I can see how many small businesses would be impressed with their offering, but it would be remiss not to point out the fact that HubSpot’s pricing can get expensive as you grow.

HubSpot charges onboarding fees in the $3,000 – $6,000 range for professional and enterprise customers (these are the only plans that include marketing automation), on top of a typical monthly cost between $800 – $2,500.

If it were me, I’d take this money and instead spend it on ActiveCampaign, which is a significantly more advanced marketing automation platform. With what’s left over, you could get a pro subscription to a good piece of SEO software like SEMrush or Deepcrawl, and do some training on Google Analytics.

I might be missing something, but based on demoing their software it does seem like an over-priced piece of software, but for many small businesses it does exactly what it should – enables them to grow faster.

5. ConvertKit

ConvertKit is the simplest marketing automation tool in this guide. Designed primarily for bloggers and content creators, it’s a great tool for beginners looking for basic marketing automation software.

Do not expect any bells and whistles – ConvertKit doesn’t even have email templates, as they encourage users to send plain-text emails to increase engagement.

ConvertKit's editor

If you’re just starting out, ConvertKit is a decent option that’s also quite affordable, but it’s really only a viable option for individual content-based businesses.

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6. Omnisend

Founded in 2014, Omnisend is a relatively new tool on the marketing automation scene, but that hasn’t stopped it becoming a leading marketing automation tool for e-commerce companies.

While their platform is far from the best designed, they have a number of innovative features to help e-commerce marketers automate their marketing across numerous channels.

Omnisend automation

By only working with e-commerce companies, Omnisend’s email templates are all designed to solve specific challenges faced by e-commerce marketers, from reducing cart abandonment to driving product reviews.

Omnisend campaign templates

But the main reason why Omnisend is the no-brainer marketing automation tool for e-commerce businesses is the fact that they natively integrate with your e-commerce platform.

Whether you use Shopify, BigCommerece, WooCommerce, or any other major platform, Omnisend will hook in, so that you can trigger your campaigns based on your customer’s behaviour and see reports on how your marketing automation impacts sales.

Omnisend reporting

Besides their platform’s mediocre look and feel, the only remaining downside to address with Omnisend is cost.

To access the features that make Omnisend interesting, you’ll need a PRO account which starts at $150/month for 10,000 contacts. Unlike HubSpot, Omnisend’s pricing does remain quite reasonable as you grow, but nonetheless – it’s not cheap.

7. Rejoiner

Our final contender is for those wishing to delegate management of their marketing automation to a team of experts.

Rejoiner is a managed marketing automation platform. Unlike most tools where you pay your subscription fee and must then figure out how to use the tool to grow your business, Rejoiner shares this accountability.

Rejoiner cart abandonment

Their platform is intuitive and is particularly well-tailored to e-commerce and SaaS businesses, where incremental improvements can result in major uplifts in revenue.

But it’s their à la carte services on everything from marketing automation strategy to the copywriting, design and deliverability testing, that separates them from every other marketing automation tool. 

I should probably also point out that it works. When we were analysing over 100+ marketing automation tools in our study, Rejoiner came out extremely high for one key reason: They had one of the highest satisfaction scores for customers.

As you’d expect, Rejoiner comes with a hefty price tag. I’m told that a typical client of theirs pays $4,000 – $6,000/month for their platform and services.

Rejoiner's reporting

For the majority of readers, this isn’t going to be the right tool. But – if you’re looking for a marketing automation tool for a large SaaS or e-commerce platform, and don’t want building campaigns to take up precious internal resource, Rejoiner is the tool for the job.

Comparing the price of different marketing automation software providers

It’s quite a challenge to do a like for like comparison of marketing automation service prices, as some price tiers are based on the number of users, while others are on features or number of contacts in your database.

I’ve done my best to do an accurate comparison of the different services at three different contact list sizes:

ToolMonthly price for 2,500 contactsMonthly price for 10,000 contactsMonthly price for 100,000 contacts
Ortto$149$249Not Public


No marketing automation tool is definitively the best. I’ve summarised which options I think are best for companies of different sizes, and sectors.

For small businesses

For small businesses, the best marketing automation software in 99% of cases is likely to be ActiveCampaign. This is particularly true if you need an all-in-one sales & marketing platform that includes a CRM.

However, if you already have a CRM, I’d add Ortto as a consideration if budget allows, as their automation journey builder is second-to-none.

Lastly, if you’re running an e-commerce business then Omnisend will blow both of the options above out of the water.

For medium-sized businesses

For medium-sized businesses, the best marketing automation software is likely to be either ActiveCampaign, Ortto or HubSpot.

As mentioned, HubSpot is a reasonably significant investment, so I would suggest that it’s a good option for agencies or B2B service companies, where the cost would likely be offset by winning one or two extra clients per year.

If you run an e-commerce business, then Omnisend (or Rejoiner if budget allows) are far better options than the three above.

For enterprise businesses

For larger businesses, it’s likely you’ll need that deliverability, security, support and training become more of a consideration.

Sadly, most other enterprise marketing automation tools (e.g. Marketo, Pardot, Eloqua) that tick these boxes are frankly pretty average, and their products are complex and difficult to use.

ActiveCampaign are one of the few exceptions. Their enterprise plan includes all of the dull, but necessary, features – from dedicated IPs and SLAs to SSO and account management, that you’d expect as an enterprise client.

And for large e-commerce brands, Rejoiner is likely the best tool for the job.

Marcus Taylor

Marcus Taylor

Marcus Taylor is the founder of Venture Harbour. He’s also an early-stage investor, advisor & the youngest Patron of The Prince's Trust.

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  • Amy says:

    I like that this article describes the most useful and well-known marketing automation platforms. Thanks for the comparison of tools and suggestions. They are really valuable!
    At the moment, I’m using Mailchimp, but for quite some time I’m looking for a better alternative. I checked various tools, but I will go with Omnisend.

  • Sven says:


    we are a medium sized business in the insurance industry. The cost of the tool is not that important but what the tool can do is. Lead Generation and sales activity across different markets is very important to us (ie. scoring, etc.) hence Prospect.io sounds interesting initially.
    Then again strategically we want to go more along the lines of inbound marketing. Hence Hubspot or ActiveCampaign Enterprise. Usability, Training/Support are the most important factors. What do you think? What would make most sense?

    • Marcus Taylor says:

      Hi Sven,

      I agree to look between Hubspot and ActiveCampaign, as they both enable good lead nurturing capability, and the in-built CRM will massively help in terms of keeping thing simple.

      They’re both exceptional on the training and support side of things, though ActiveCampaign has (just last week) announced a new Customer Success Commitment, which outlines some fairly impressive standards that they guarantee to meet (inc. free migration services, access to in-person training events, and expectations around support).

      But as I mentioned, Hubspot is also notoriously good in the area of support/training and arguably built their entire business off of training and education.

      If you haven’t already, they both offer free trials so you could give them both a test drive and see which sticks. If it’s useful, ActiveCampaign has just given us a promo to offer to readers which includes $5k worth of free services (mostly around support & training) here:


  • chengeh says:

    How about Sharpspring – what are your thoughts. We were considering trying it

    • Marcus Taylor says:

      My personal view on Sharpspring is that I used to be a fan, but we’ve had a large number of negative reviews come in from customers in the last year on our sister website MarketingAutomationInsider.com.

      It’s always hard to say how much emphasis to place on individual customer reviews, as all tools have their disgruntled customers (and reading between the lines, many of the negative reviews seem to be from accounts that were blacklisted for spam).

      For now, though, I feel the options in this article are less risky.

  • JK Baseer says:

    Did anybody start trying out Mautic, the open source one?

    @Jeff Kemp: Recommend you to try as am also in marketing tech consultancy, it’s good for medium to big clients who want to store the information locally + it’s just open source.

  • Canelo Forum says:

    I guess cost and usability are the two main deciding factors to select which is the best marketing automation software for your marketing automation needs. Like Fab said, if my requirement is a racing car, why would I choose a Toyota, I’d definitely go for a Ferrari?

  • Jeff Kemp says:

    I’m actually a certified Pardot Consultant, but I can’t afford Pardot for my own company ;) Pardot is now $1250/month minimum, then $2500 or $4000 for higher plans.

    It does amaze me at how much some of the marketing automation platforms cost. Even Hubspot is too expensive for us. So we use Ontraport or ActiveCampaign, and both are very good.

    But if you need to integrate with Salesforce then your options are limited (unless you just want to push contacts over via Zapier). GetResponse may be a good option in this case.

    • Marcus Taylor says:

      Hey Jeff,

      Apologies for the late response, but I thought it may be worth noting that in the last year quite a few vendors have released Salesforce integrations, which does change things a bit.

      The two best integrations with Salesforce I’ve seen are Autopilot and ActiveCampaign, which have native integrations enabling you to update Salesforce from within those tools (so no need to setup lots of zaps).

      Hope that’s useful.

  • Jim Kieffer says:

    Great article. But, I’d say you missed a few other platforms that I’d easily put on the list before a few of your underdogs. Sharpspring is the first the comes to mind – from pricing, features and support, they are truly worth looking into. Act-On and Marketo are not on the list, which is very surprising. Depending on your company size, needs and industry, these are some of the top performers according to G2 Crowd.

    • Marcus Taylor says:

      Hey Jim,

      So we update this guide at least once a year, and all of those tools have been featured in previous years but have gradually fallen off the ranks as some of the more affordable options have got better, and more enterprise-friendly.

      We see hundreds of private reviews of the companies you mentioned and in recent years they’ve turned increasingly negative. Many have been acquired, lost their differentiation, and become so complex to use that you need to pay expensive consultants to use them, which is the polar opposite to what we want to recommend our readers.

      Of course, there are still cases where these platforms are the right tools for the job, but increasingly those cases are few and far between.

  • Wynne says:

    Good article.

    I agree with your conclusion – ActiveCampaign is really good and has a great price point, compared to the others.

    I’ve used Infusionsoft and OfficeAutopilot extensively in the past, and wasn’t completely happy with either.

    I keep hearing people recommending them as the best systems, which surprises me, because there are a number of good (better?) alternatives, these days.

    Plus, things start getting expensive with you have a list of 10k to 20k, and are emailing several times per week.

    I like ActiveCampaign because: it’s intuitive; cheap to start a new account and to maintain a growing one; easy to integrate with many other systems, especially if you use zapier and can do some scripting; the visual automation builder is awesome.

    I think, one area they can improve is the CRM. If they improved it, you wouldn’t need to bother with integrating with systems like Pipedrive, etc.

  • Nathan O'Connor says:

    Big thumbs up! I’ve been researching which “All in one platform” to use out of Infusionsoft, Hubspot and ActiveCamapign and thanks to this post I will be giving ActiveCamapign a try. I like posts which are opinionated and offer their personal view after trying different ones.

  • Sandra Whitford says:

    I am curious about the Hubspot comments as they now feature a free version of their CRM/Sales/Marketing program. I asked about their mandatory training and got the answer that it is free. Has this all changed since your initial post? I am confused. What are the costs that drive this up?

    • Marcus Taylor says:

      Hey Sandra,

      They do indeed! The free version does not include marketing automation though, it’s just the CRM & basic email marketing tools that are included in the free/cheap version.

      I’ve updated the article to explain this in more detail. Thanks for pointing this out!

  • Kirsten says:

    Thanks Marcus for the comparisons, but I am somewhat confused by this post. It says 2018 in title, but yet comments are from 2014-17. I’m assuming it was originally written earlier and you’ve updated. I’d be curious what edits were made; how your opinions may have changed; who are the new top contenders for 2018. With all the growth in the marketing automation space in past 3 years, it couldn’t be simply updating the title. Also curious if a company is already tied to Salesforce for CRM does that necessarily lift Marketing Cloud as the premier choice?

    • Marcus Taylor says:

      Hi Kirsten,

      Yes, we update it once a year to keep it relevant. We’ve actually updated it twice in 2018 due to some of the bigger changes in the marketing automation landscape this year. Notably, we’ve included a few new vendors that have become quite popular (Prospect, SendinBlue) and removed some of the older ones that were declining in popularity (e.g. Eloqua).

      Your question re. Marketing Cloud is an interesting one – I think the short answer is yes, but I see many companies automatically choose Marketing Cloud just because they’re using Salesforce.

      Through Leadformly (a lead gen tool we own) we work with a lot of Salesforce/MC users looking to integrate our lead forms into their CRM/automation environment, and the complexity is much greater compared to more intuitively-designed tools such as ActiveCampaign, Hubspot etc. However, having all of the data in the Salesforce environment does have a reporting/tracking advantage – but nothing that can’t be achieved using other tools connected via tools like Zapier.

  • Jack says:

    Thanks for the comparison. I’m also considering GetResponse’s marketing automation solution. Have you tried this one?

    • Marcus Taylor says:

      I used to use GetResponse but moved over to ActiveCampaign because GetResponse didn’t release marketing automation until ~2 years after other tools began to offer it .

      I actually flew out to Gdansk in Poland to meet the GetResponse team while they were building their marketing automation product to understand what was coming up – it looks good, but nothing ground-breaking.

  • Lana says:

    Nice comparison. I’d love to see how these tools compare to GetResponse marketing automation. : ) Any tips?

    • Wynne says:

      GetResponse is absolutely TERRIBLE.

      They are one of the worst maintained systems I’ve ever used. Their support is substandard. Usability is a nightmare.

      For the same cost, you can use the far superior ActiveCampaign.

  • Eduardo says:

    Hello Marcus,

    Thanks for your post!

    Nice work, but I have the feeling that the Marketing Automation landscape has changed a lot since the post publication. Now, there are several solutions that target specifically SMEs, I’m thinking of Autopilot, ActiveCampaign or SendinBlue.

    • Marcus Taylor says:

      SendinBlue is interesting – we actually use them for our transactional emails for Leadformly. Weirdly, I haven’t really investigated their marketing automation product yet but I think it would lack all of the features surrounding the actual email/sms sequence builder that makes other tools so valuable (e.g. a CRM, lead scoring, attribution etc).

  • Nurture says:

    I guess cost and usability are the two main deciding factors to select which is the best marketing automation software for your marketing automation needs. Like Fab said, if my requirement is a racing car, why would I choose a Toyota, I’d definitely go for a Ferrari?

  • Jay says:

    Hi Marcus,

    Very helpful article! This certainly helps to orient toward the options.

    One question. Have you looked at Maropost yet?

    Our company is currently considering Marpost as we are outgrowing InfusionSoft. We have looked at Salesforce Marketing Cloud (formerly Exact Target) and have also looked at Ontraport in the past.


  • Adam says:

    I think Infusionsoft and Ontraport are the best marketing automation software present. People should focus on what are their requirements and then should choose one from them.

    • Wynne says:

      I’ve used both, and I was not entirely happy with them.

      These days, I mostly use ActiveCampaign and I can’t really fault it… plus, it costs much less run.

  • Ana says:

    I’m really surprised with Hubspot prices, defenitely too expensive for SME

  • Donna says:

    Great post Marcus – I use Ontraport and I love it though I have not seen all of these sites compared against each other so this was really helpful.

    I do find that Ontraport seems to have great pricing overall (and yes, a lot less functions you need to get a plugin or workaround for – I wonder when you have a platform you pay a lot for and then there is a big side industry of people doing training and also developing plug ins – I think if you pay for a product that product should really keep developing and adding those plugins ‘in product’ and I can see that Landon and his team are continuing to refine and add functionality that is requested, so I can’t fault their customer service).

    As I grow towards a bigger subscriber base I can also see that Ontraport is much more reasonable in pricing, so I am pretty happy with my choice so far. Thanks.

    • Marcus Taylor says:

      Thanks Donna – I agree. There’s so much scope for integration with marketing automation software that it would literally take a team of thousands to build all of the plugins and functionality in a short time frame. Ontraport / Infusionsoft are very similar to Salesforce in a way, by using the developer community to build the functionality around their product (which adds value to both Ontraport and their products & services).

      Ontraport are definitely my overall favourite with everything taken into account. While there are a few little shortfalls, you can’t argue with what they offer for the price they charge.

  • Beryl says:

    Have you looked at FHQ FusionHQ http://www.fusionhq.com ? They appear to have everything. I’d be very curious about your insights

  • Fab Capodicasa says:

    Is a Ferrari less intuitive than a Toyota? Probably. And if I was going to get milk at the corner store, then I’d take the Toyota, but if I’m racing in the Formula 1, I’m going with the Ferrari!

    Marketo is like a Ferrari: it’s not less intuitive, it just has a bigger learning curve because it’s SO much more powerful.

    The reality is that if you want to race, you need the right training, not just on how to race F1 (marketing automation) but how to race F1 in a Ferrari (marketo training).

    The great thing about Marketo is it has an extensive ecosystem to support you. For example, this marketo training ( http://launchpoint.marketo.com/hoosh-marketing/1419-marketo-training-certified/).

    At the end of the day, the right product for your company depends on what race you are in: the “going to get milk” race or the F1.

    • Marcus Taylor says:

      Hi Fab,

      That’s a good way of putting it and I totally agree. I guess where it gets less clear is when comparing a Ferrari with a Mclaren, to use the same analogy. A lot of the marketing automation tools are equally powerful (in very different ways), so it’s more a case of knowing which features matter the most to you.


      • Carolyn Kay Mante says:

        Agreed Marus. You then have to consider the pit crew and team, above and beyond just the car.

        In the same way, it’s interesting to compare the various ecosystems of the marketing automation tools to see who has the most ‘support’. Marketo Launchpoint is pretty strong: https://www.youtube.com/watch?v=zi5i_64yTmcI this video compares the eco systems of the major players

    • Wynne says:

      Fab, what specific features makes Marketo the “Ferrari” choice for you?

  • Shibani Roy says:

    Hi Marcus,

    I think LeadSquared could make the list. Do check it out.

    • Marcus Taylor says:

      Hi Shibani,

      LeadSquared looks interesting – although I can’t quite figure out what differentiates it from other small business marketing automation software. Out of interest, what separates B2C vs. B2B marketing automation from a software vendor’s point of view? I.e. what’s different about the software that gears it towards B2C companies opposed to if you were targeting B2B clients?


      • Shibani Roy says:

        Hi Marcus,

        LeadSquared is a lead to revenue platform and it takes care of the lead capture to revenue cycle for several segments of B2C businesses like training providers, health and wellness, travel and tour agencies, etc. Most of the marketing automation softwares out there, are made to address needs of B2B firms and integrate with CRM. This combo is costly and becomes too complex for a typical user in a B2C setup. For such category of firms in B2C which are marketing-led, our solution can obviate the need of a CRM altogether and provide them with the best in class marketing technology.