What do I need to know about marketing automation?
A marketing automation tool helps you map the customer journey and understand what types of information, products, or services different customers are interested in from you. The goal is to ensure that no customer's interest wanes by continuously providing them with relevant information tailored to their interests. The buying journey can be a long process, so it's important to have patience to understand your customers' behaviors on your website, for example. What information are they looking for? What do they click on? And how do you capture customers who haven't made a purchase in a while?
With a marketing automation tool, all these questions become easier to answer. Automated marketing is like a whole science, and it is becoming increasingly important for various companies' sales and marketing departments. When you are faced with the choice of purchasing and implementing a tool to assist you, it is important to evaluate what your goal is. How does the buying journey currently work? Do you have an existing tool? If so, where does it fall short? Welcome to us at BusinessWith to find the right BI tool for you today.
How should I think about marketing automation?
Marketing automation is like a deluxe version of email marketing . By this, we at BusinessWith mean that marketing automation automates your marketing so intelligently that you can send targeted campaigns to the "right customers" thanks to collecting information about their behaviors. One example is that you can find out which customers download a certain type of guides or PDFs from your website. For instance, if Sara at Company X has downloaded a guide on how to dress best for a mountain holiday – then you know that, aha, Sara seems interested in outdoor experiences. Sara has filled in her email address to receive the guide and has given her consent to receive other information from you. Then you can easily start sending other information – tailored for Sara and those customers who enjoy outdoor experiences.
The above is a simple example of what marketing automation can do for you, and for that, you need a tool that facilitates the work. You can find it by comparing different marketing automation tools right here at BusinessWith. Automating marketing in this way is becoming increasingly common and involves gathering information about prospects/leads and customers to engage them at the right time and with the right type of information – ultimately to sell more. The whole idea is that the company should not let any leads go cold, but rather keep track of which customers need which type of engagement. Once you have gathered information and "monitored" customer behaviors, you can more easily know when, what, and how to try to sell a certain type of products or services.
To assist you, you obviously need a marketing automation tool – which you can find here in BusinessWith's comparison service, where you can read up, compare, and then choose the tool that best suits your company.
Quick Guide
Related categories to Marketing Automation Software
CRM SoftwareCPQ SoftwareCustomer Success SoftwareEmail Marketing SoftwareMarketing Automation SoftwareMarketing SoftwareOmnichannel Commerce SoftwareQuoting SoftwareSubscription Management SoftwareList of 22 different Marketing Automation Software
A cloud-based CRM platform that unifies sales, marketing and service — offering pipeline management, email campaigns, dashboards, automation and AI features to improve forecasting, customer service and revenue growth.
Learn more about SuperOffice
A scalable SaaS ESP delivering AI-personalisation, audience segmentation, multi-channel orchestration and extensive integrations to manage email programmes and drive conversions.
Learn more about Adestra
Agentforce is an agentic AI platform within Salesforce Customer 360 that builds, deploys and supervises autonomous AI agents integrated with CRM, Data 360 and workflows to automate tasks, conversations and actions across channels.
Learn more about Agentforce
Braze unifies first-party data, powers AI-driven personalization and orchestration across channels (email, mobile, web, ads), and enables real-time journeys and analytics to increase engagement and lifetime value.
Learn more about Braze Customer Engagement Platform
A UK-based marketing automation platform delivering email, SMS, automation, analytics and managed services to accelerate customer journeys and revenue.
Learn more about Force24 platform
Klaviyo unifies customer data, email, SMS, push and AI agents to automate personalised marketing, customer service and analytics that drive revenue and retention.
Learn more about KlaviyoTry the Software Guide
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Omnisend is an email & SMS marketing automation platform for ecommerce that offers pre-built workflows, segmentation, templates, multichannel campaigns and integrations.
Learn more about Omnisend
A B2C-focused marketing automation and customer data platform that builds single customer views, dynamic segments and AI-driven predictive models to deliver personalised Email, SMS, Push, retargeting and more.
Learn more about RedEye Contour
An AI-driven marketing automation and personalization platform that unifies first‑party data, orchestrates cross‑channel journeys, and delivers predictive recommendations and pre-built tactics to scale personalised engagement.
Learn more about SAP
A unified Marketing Cloud that centralises data, automates personalised campaigns across channels, and connects customer interactions for smarter decisions and better results.
Learn more about Spotler Marketing Cloud
An autonomous marketing platform combining AI agents, advanced automation, cross-channel messaging, CRM and analytics to build, launch and optimise personalised campaigns quickly.
Learn more about ActiveCampaign
A suite of 20+ apps including Photoshop, Illustrator and Acrobat Pro that enables content creation, PDF editing/signing, collaboration and AI-driven workflows across desktop, mobile and web.
Learn more about Adobe Creative Cloud
Brevo is an AI-powered multichannel marketing automation and CRM platform offering email marketing, SMS/WhatsApp campaigns, automation workflows, forms, deliverability tools and analytics.
Learn more about Brevo
A cloud-based email marketing and automation solution offering drag-and-drop email builder, templates, automation journeys, transactional email, analytics, signup forms and integrations.
Learn more about Campaign Monitor
A SaaS marketing automation platform offering email templates, automations, segmentation, SMS, social posting, reporting, integrations and multi-account solutions with a 30-day free trial.
Learn more about Constant Contact
A cross‑channel marketing automation platform that delivers AI‑powered personalisation, drag‑and‑drop journeys, transactional messaging and real‑time integrations to scale customer engagement.
Learn more about Dotdigital
Drip provides visual email building, dynamic segmentation, automated workflows, embedded forms and integrations to capture leads, recover carts, run A/B tests and personalise campaigns—delivered as a SaaS subscription with a free trial.
Learn more about Drip
An AI-powered customer platform unifying marketing, sales, and service tools with a Smart CRM
Learn more about HubSpot
Keap provides CRM, marketing and sales automation, email & text marketing, payments, appointments and reporting — a single platform designed to help small businesses save time and grow.
Learn more about Keap
A SaaS email, SMS and marketing automation platform with templates, automations, analytics, integrations and a website builder to create personalised campaigns and drive sales.
Learn more about Mailchimp
A comprehensive AI-driven marketing automation platform for building, executing and measuring omnichannel campaigns, aligning sales and marketing, and optimising revenue impact.
Learn more about Marketo Engage
Zoho provides a comprehensive cloud software suite (Zoho One and dedicated apps) to manage projects, CRM, finance, collaboration, and analytics with strong emphasis on privacy and integration.
Learn more about ZohoQuick Guide
What should I demand from my marketing automation tool?
Here is what you should demand and what you should find out when acquiring a marketing automation tool:
- Support – what is included and what is not? Will you receive training?
- Is the tool mobile-friendly and responsive?
- Can the tool be integrated with other systems?
- What are the startup fees/commitment periods? Make sure you know about all costs!
- How flexible is the system? Does it have all the features you want and is it scalable?
At BusinessWith, we are happy to provide you with even more advice and tips on how to think about your marketing automation. Get in touch with us – or start comparing tools here on our site.
Description of marketing automation functions
Lead Score
Personalised communication
Scheduling events
Segment flows
Split testing / a-b
