Seventy-nine percent of high-performing companies have been using marketing automation for at least three years. It’s not surprising. Using marketing automation software has numerous benefits for your marketing and sales departments. It can increase productivity, grow revenue, reduce overhead, and save time so your teams can be more agile, high-performing, and deliver on their goals. 

But if you’re looking for the right marketing automation software, chances are you’re already sold on its potential to grow your business. The real question is, which software out there is right for your particular needs? 

What Are You Looking to Automate?

The particular software you decide to go with ultimately depends on what you want to automate. If you’re unsure, start with listing each step of every marketing process your business or team takes. Then, mark which actions must be done by a human and which ones might be better left to the robots. The latter will then become a list of features that you’ll need your marketing automation software to provide. 

Your list might include, for example:

  • Sending pre-written emails to prospects or customers
  • Lead scoring/qualifying 
  • Survey, form, and landing page creation
  • Publishing posts to social media channels
  • SMS messaging
  • Consolidating metrics and sending reports

Fortunately, there’s marketing automation software for each of these tasks. We’ve handpicked the ten best marketing automation software options for agencies in 2020 (based on capabilities, ease of use, and customer reviews) so you can start test-driving them for your organization today.

The 10 Best Marketing Automation Platforms to Consider 

1. Sharpspring

Sharpspring is a platform designed for agencies, so you can be sure it’ll fit your needs out of the box. Users report that it’s easy to learn, has an expansive set of features, and is cost-effective.

  • Key features: Email, Forms, Visitor ID, CRM, Landing Pages, Blogs, Analytics, Social
  • Price: $$

2. Marketo

Marketo is one of the most popular programs out there. It has a toolset for each part of your digital marketing strategy — from lead management and email to mobile marketing. It has incredible customization tools, making it an excellent solution for agencies of all sizes and specializations.

  • Key features: Lead management, email, mobile, account-based marketing, social, content AI
  • Price: $$$

3. Hatchbuck

We’d be remiss to leave our own solution off the list. Hatchbuck is ideal for small and medium-sized agencies that regularly utilize email marketing in their digital campaigns. Customers love our automatic lead scoring system, affordability, the continual addition of features, and customer support.

  • Key features: Lead management, email, advanced segmentation, lead scoring, CRM
  • Price: $ – $$

4. Pardot

If you’re already using Salesforce, its marketing automation solution, Pardot, might be a good pick. Find different plans for different essential functions: forms and landing pages, email marketing, lead scoring, and more.

  • Key features: Lead management, email, sales enablement
  • Price: $$$

5. Hubspot

Hubspot customers love its range of inbound marketing tools that keep you covered throughout the entirety of the buyer’s journey. Content marketing agencies may be especially satisfied with Hubspot’s focus on blogging, SEO, social media, and website automation tools.

  • Key features: Lead management, email, blogging, landing pages, email, social media, SEO, ads
  • Price: $$

6. Act-On

This marketing automation tool is less expensive than some of the big guns but nearly as powerful. Users like that you can maintain contact lists for different groups, a significant perk for agencies with many clients. It also allows you to pay only for the contacts you interact with, which can be a big money-saver.

  • Key features: Email, lead scoring, multiple list creation, ads, landing pages, gated content
  • Price: $$ – $$$

7. NetResults

NetResults users report that it’s easy to get up and running with this marketing automation solution — but also that it’s a really great value compared to some of the market leaders. As an end-to-end solution with unlimited, it’s ideal for agencies. 

  • Key features: Lead management, social, email, CRM integration
  • Price: $ – $$$

8. eTrigue

eTrigue boasts an extremely intuitive user interface, with functionality designed specifically for B2B marketing. Though some users share that reporting could be a little better, eTrigue seems to make up for this with its stellar customer service.

  • Key features: Email, CRM integration, Google Ad Words, website tracking, forms, personalization, webinar integration
  • Price: $ – $$$

9. Active Campaign

Active Campaign has advanced automation features that make this software highly valuable for agencies. Segment your audiences, and easily set up triggers for automated email campaigns and other admin tasks.

  • Key features: Lead management, email, advanced segmentation, advanced reporting and analytics, social analysis
  • Price: $ – $$$

10. dotdigital

dotdigital features an incredibly powerful, but easy to learn, automation interface that’s fantastic for smaller firms and those who aren’t super tech-savvy. Users are consistently impressed with its value and customer service.

  • Key features: Email, Integrations, SMS and Mobile, Landing Pages, Surveys and Forms, Reporting and Analytics
  • Price: $ – $$

Don’t start 2020 without a marketing automation platform. Instead of going through the motions, not seeing the results you need while also adding more to your plate than what’s necessary, find the software that’s right for you and see your marketing and sales strategies reach new levels.