Best Marketing Automation Software Options for Small Businesses

What The Ascent Looks For In A Great Marketing Automation Solution

Marketing automation platforms are a natural evolution of CRM and channel marketing tools, along with increased usability. They provide many tools that allow marketers to do more with less by automating personalized outreach.

We look for three essential characteristics when reviewing marketing automation platforms. Here is an overview of these three components.

Travel builders

Journey builders, experience builders, and workflows are the foundation of marketing automation tools. These features allow you to design outreach journeys with email automations and other triggered communications.

They are essentially large, well-programmed if/then-based journeys that respond to behaviors such as email opens, link clicks, offers, and other trackable engagements.

Journey builders allow you to set it and forget it, ensuring your leads receive persistent, optimized engagement at the right times while you focus on other tasks at hand.


Attribution capabilities are table stakes for marketing teams of all shapes and sizes. Marketers are scrambling to accurately determine ROI, identify successful campaigns and best practices, and showcase value.

Advances in analytics and tracking have allowed marketers to get their fair share of value from the sales process, rather than giving all the credit to the salesperson who closes the sale.

Marketing automation tools provide the capabilities, pre-built reports, and dashboards to easily monitor and escalate performance.

Predictive machine learning

Advances in machine learning allow marketers to automate even further. Marketing automation platforms are starting to introduce predictive machine learning tools that introduce valuable optimizations to your marketing team.

An optimization consists of real-time content and design customizations based on information known to an individual prospect. Another is the ability to prioritize leads based on predictive scoring that provides the percentage chance the lead will turn into a deal.

How Your Business Can Benefit From Using Marketing Automation Software

Marketing automation platforms offer vast and very impactful features and benefits. Most of these tools offer integrations or on-board capabilities that strengthen the relationship between sales and marketing teams.

And increasing ease of use and varying prices have created a solution that fits almost any skill set and budget.

Optimizations across marketing efforts

One of the biggest benefits of marketing automation is the optimizations they provide. You can ensure that your message is personalized and tailored to the stage of the lead’s lifecycle.

Other valuable marketing automation optimizations include behavior-based outreach, real-time response in the moments that matter, and more. It all works together to increase conversion rates and improve development tactics to turn more leads into sales.

Reports and Analytics

Reports and analytics are essential for marketing tools. This is especially true with marketing automation tools given their vast nature and range of components.

Marketing automation reports provide essential attribution features to help you understand the performance and impact on results of any campaign. This allows you to implement best practices while identifying and investing in what works best.

Efficiency found

Marketing automation allows marketing teams to do more with less, do it better than before, and prove the impact of their work. Automations can be built and tested and then left to run as programmed, with only minimal oversight.

This ensures your contacts and leads get the levels of engagement with the right content they need without you and your team having to reach out to every contact. Think about side projects, stretch goals, and other goals you can achieve with more free time.