Key Takeaways
  • SaaS marketing automation tools are essential for businesses looking to maximize customer engagement and drive conversions.
  • Businesses should look for the best saas marketing automation tools that meet their specific needs to ensure the best outcomes.
  • Review platforms such as Capterra provide useful insights into the performance of each tool so businesses can make informed decisions.

Are you looking for the best SaaS marketing automation software that can help your business take its marketing efforts to the next level? As a marketer, it’s essential that you not only stay on top of industry trends but also have access to cutting-edge technologies that can give you an edge over your competition. 

In the evolving world of marketing, SaaS (Software as a Service) marketing automation tools are becoming increasingly important for businesses worldwide. These tools can help streamline marketing processes, and make it easier to reach prospects. 

In this post, we will explore some of the best SaaS marketing automation software that will help you stay ahead of competitors in 2023. With so many options available, it can be challenging to determine which ones are truly worth investing in for your business, luckily, we have the answers! So, let’s dive into our list of top SaaS marketing automation software so you can find the perfect one for you. 

What is SaaS marketing automation? 

SaaS marketing automation is the process of automating various marketing tasks such as email campaigns, customer segmentation, lead scoring, and more. This platform help businesses save time as well as be more productive by streamlining marketing processes so that marketers can focus on what matters most: creating great content as well as engaging with their audience. 

SaaS marketing automation tools are an invaluable asset to any business. With these tools, marketers can easily create SaaS inbound marketing campaigns that target the right people at the right time helping them to optimize their ROI. Additionally, these tools offer valuable insights into buyer’s behavior so that you can make better-informed decisions regarding your marketing strategies and also provide exceptional SaaS customer services

How to choose the best SaaS marketing automation software for your business? 

Choosing the best SaaS marketing automation software for your business can be a daunting task with so many options to choose from, you must take the time to research, and find the one that is best suited for your needs. 

Below are the key factors that you should take into consideration: 

1. Ease of Use 

You should look for a platform that is easy to use. This will ensure that your team can quickly get up to speed with using the software without any major hurdles. Moreover, it should come with user-friendly features such as drag-and-drop functionality, templates along with intuitive dashboards.  

2. Automation Features  

Find a tool with robust automation features that allow you to automate key marketing processes such as email campaigns, lead scoring, customer segmentation, etc. The more advanced the automation capabilities are, the better it will be for your business.  

3. Affordability 

It’s important to make sure that the software you choose is affordable in order to provide value for your business. You should look at the pricing structure of each tool, and compare them to ensure that they fit within your budget.  

4. Customer Support  

Look for a tool that offers reliable customer support so that any issues can be quickly resolved. The best tools will provide 24/7 customer support along with a range of resources such as tutorials, FAQs, etc.  

5. Security 

Finally, choose the software that is secure or compliant with industry standards. This will help protect your data from potential security threats, and ensure that it is stored securely. Additionally, it will also give you peace of mind knowing that your business is compliant with any relevant laws or regulations. 

What are the benefits of using SaaS marketing automation software? 

SaaS marketing automation software can help businesses save time as well as resources by automating various marketing tasks. The following are the benefits of using SaaS marketing automation software: 

  • Streamlined business process 
  • Enhanced customer engagement 
  • Increased efficiency 
  • Improved targeting and personalization of campaigns 

What are the drawbacks of using SaaS marketing automation software? 

There are some drawbacks of using SaaS marketing automation software that businesses should consider before investing in one. 

  • Potential data security risks  
  • High upfront investment costs  
  • Complex set-up and implementation process   
  • Lack of flexibility 

How to get the most out of your SaaS marketing automation tools? 

When it comes to getting the most out of your SaaS marketing automation tool, there are a few key steps that you should take. 

• Analyze customer data 

By analyzing customer data in detail, you will gain valuable insights into customer behavior. This will help you improve the targeting and personalization of campaigns, leading to better results. 

• Measure performance 

It is important to measure the performance of your digital marketing campaigns and optimize accordingly. Measurement points such as click-through rates, open rates, or cost per acquisition can help you identify areas of improvement and adjust strategies accordingly. 

• Automate processes 

Take advantage of the automation features offered by SaaS marketing automation tools, such as scheduling emails or optimizing campaigns for better performance. This will help you save time as well as resources. 

The marketing landscape is constantly changing. It’s important to stay up-to-date with the latest trends in order to get the most out of your SaaS marketing automation tool. Keep an eye on what other businesses are doing, and test out new techniques to see what works best for your business. 

By utilizing these tips, businesses can get the most out of their SaaS marketing automation tools, and improve their overall ROI. 

Top SaaS marketing automation software in 2023 

As businesses seek to streamline their marketing processes and increase efficiency, they must get the right software for the job. Here is a list of the best SaaS marketing automation software available in 2023: 

1. Salesmate 


Salesmate is a SaaS-based marketing automation tool that can help you optimize your customer experience in order to grow your business. Salesmate also provides users with detailed customer profiles, allowing them to create campaigns that are tailored to each customer’s individual needs.  

This SaaS CRM also allows sales reps to connect with their prospects via email, text, or call from CRM to manage deals effectively. It lets you create insightful reports that help you gain valuable insights into your customer data. Moreover, it offers a Shared Team Inbox that allows CX teams to work collaboratively and efficiently to solve customer issues. 

Key features 

  • Lead Scoring  
  • Marketing automation  
  • Reporting & Analytics  
  • Sales Pipeline Management  
  • Contact management 
  • Data entry automation 

As per Capterra, here are positive reviews of Salesmate: 

“I love Salesmate. It’s a great tool for automating tedious tasks and saving time. We’ve been able to increase our efficiency with the help of this amazing software.”

– Chris, Marketing Manager

“Salesmate has been an invaluable tool for our sales team. It’s easy to use, and it has helped us automate many of our processes so that we can focus on what really matters – closing deals! The customer profiles are also incredibly helpful in understanding our customers better.”

– Alex H., Sales Manager, eCommerce Business 

As per Capterra, here is a negative review of Salesmate: 

“The reporting features are limited. It’s also a bit slow as well as clunky. Overall, it does what we need it to do but there could be improvements made.”

– James M., Senior Developer, Technology Solutions 

2. HubSpot 


HubSpot is a leading SaaS marketing automation tool that helps businesses reach their marketing objectives. It helps SaaS companies to improve their web traffic, and turn those visitors into leads or trial users with ease. Additionally, the system helps nurture these leads until they become customers. 

It provides a suite of powerful tools that will help you create, manage, and optimize campaigns across multiple channels. It helps you streamline your marketing process by unifying all of your data in one place in order to provide real-time analytics.  

Key features 

  • Meeting scheduler 
  • Live chat 
  • Website Builder 
  • Automated CRM database 
  • List segmentation 

As per Capterra, here are positive reviews of HubSpot: 

“I have been using HubSpot for a few months now and I must say, I’m very impressed. The automated marketing features are great that help save my time by taking care of tedious tasks, while the analytics help me track my progress in real-time.”

– Michael B., Director of Marketing, IT Solutions 

“HubSpot is an amazing SaaS marketing automation platform. It helps us create campaigns across channels in a very streamlined way, enabling us to optimize our efforts for better results. The analytics are also extremely helpful in understanding customer behavior and tweaking our strategies accordingly.”

– Roger D., Director of Digital Marketing  

As per Capterra, here is a negative review of HubSpot:  

“The learning curve for HubSpot can be pretty steep. It’s not the most intuitive platform and I found myself getting lost in all its features at times. Also, it does tend to be expensive if you want to unlock all its features.”

– Peter C., CEO, Consulting Firm 

3. Autopilot 


Autopilot is another great SaaS marketing automation tool that helps you automate complex processes as well as tasks. It helps salespeople from lead capturing to lead nurturing, making it easier to convert prospects into customers.  

It also provides powerful insights into prospects’ behavior along with preferences to help you create targeted campaigns that resonate with customers. Additionally, it integrates with a range of third-party applications to help you increase productivity in an efficient way. 

Key features 

  • Marketing Automation 
  • Sales pipeline automation 
  • Email Marketing 
  • Lead Management 
  • Multi-channel marketing 

As per Capterra, here are positive reviews of Autopilot: 

“Autopilot has been a great tool for our sales team. It makes it easy to capture and nurture leads, helping us close more deals faster. The marketing automation features are also incredibly useful in creating targeted campaigns that give us the best bang for our buck.”

– John H., Sales Manager, Technology Solutions  

“Autopilot is an amazing tool for automating tedious sales processes. It helps us save time by eliminating manual tasks, while providing actionable insights into customer behavior that help us create successful campaigns.”

– Jane F., Director of Sales, eCommerce Business  

As per Capterra, here is a negative review of Autopilot:  

“Autopilot is a great tool, but it can be very expensive. Also, the user interface can be confusing and it takes some time to get familiar with all its features.”

– Wendy K., VP of Marketing, Retail Business 

4. Drift 


Drift is an AI-powered SaaS messaging platform that helps you engage with customers in real time. It offers a suite of tools to help you build meaningful relationships with customers, drive conversions, and capture leads.  

It help businesses to streamline their sales processes by adding live chat windows on websites. This feature not only boosts customer experience, but also promotes loyalty, and enhanced engagement between customers as well as companies. It helps you build a more personalized customer experience that generates revenue. 

Key features 

  • Pop-up Chat 
  • In-App Messaging 
  • Lead Development 
  • Live Chat 
  • Team Inbox 

As per Capterra, here are positive reviews of Drift:  

“Drift is an amazing marketing tool. It helps us engage with our customers in real-time, which has improved the customer experience significantly. The AI-powered features make it easy to capture leads and convert them quickly.”

– Sarah W., Marketing Manager, Entertainment Business 

“We’ve been using Drift for several months now and we absolutely love it. It’s easy to set up. Our customers appreciate the instant response they get when they reach out to us with their queries or concerns. We’ve definitely seen an increase in conversions since we started using Drift.”

– Mark C., CEO, Software Solutions Company  

As per Capterra, here is a negative review of Drift:  

“Drift is a great tool but it can be expensive if you want to unlock all its features. Also, setting up the live chat window on our website was not as straightforward as we had hoped.”

– Eric T., Marketing Manager, Consulting Firm 

5. ActiveCampaign 


ActiveCampaign is a SaaS marketing automation with an in-built CRM solution that helps you create targeted campaigns with ease. It provides a range of features such as workflow automation, email marketing, lead segmentation, lead scoring, etc. It is the ideal platform for all types of businesses, from B2B to B2C or e-commerce.  

It provides 870+ integrations with other tools to help you maximize your efficiency. It allows marketers to communicate with their target audience effectively on multiple platforms including email, text messaging, social media, or WhatsApp. Additionally, its advanced analytics helps you identify which campaigns are effective and need updating. 

Key features 

  • Sales & marketing automation 
  • Email marketing 
  • Site tracking 
  • Sales engagement 
  • Lead scoring 

As per Capterra, here are positive reviews of ActiveCampaign: 

“ActiveCampaign is a great marketing automation tool. It helps us create targeted campaigns quickly, and its in-depth analytics provide us with valuable insights into customer behavior. We’ve seen an increase in conversions since we started using it.”

– David L., Marketing Manager, Technology Solutions Company  

“ActiveCampaign is an invaluable tool for our marketing team. Its automated workflow helps us save time as well as resources, while its segmentation capabilities allow us to create personalized campaigns that drive engagement and conversions.”

– Joe B., Director of Marketing, eCommerce Business  

As per Capterra, here is a negative review of ActiveCampaign:  

“ActiveCampaign can be a bit overwhelming for someone new to the platform. It has lots of features, which is great, but it can also be confusing when you’re trying to figure out how best to use them.”

– Steven M., Director of Digital Marketing, Retail Business 

6. Userpilot 


Userpilot is a powerful marketing automation software designed to help businesses drive conversions and engage customers. It simplifies the user onboarding process with its automated funnels, personalized messages, in-app product tours, etc. It also helps you segment your target customers using advanced analytics. 

Userpilot’s Resource Center helps you better engage your users throughout their journey. Moreover, it helps you set and track feature adoption goals to effortlessly observe the return on investment from your experiences. 

Key features 

  • AB Testing 
  • Account Management 
  • Activity Dashboard 
  • Activity Tracking 
  • Behavior Tracking 
  • Churn Management 

As per Capterra, here are positive reviews of Userpilot: 

“Userpilot has made it easier for us to automate and personalize our onboarding process. We now have better insights into user behavior which helps us create more targeted campaigns. Highly recommend!”

– Daniel H., Product Manager, Online Business 

“Userpilot has been a great addition to our suite of tools. It allows us to personalize our customers’ onboarding experiences, resulting in higher engagement as well as retention.”

– Amy K., Product Manager, SaaS Company   

As per Capterra, here is a negative review of Userpilot: 

“Userpilot is not as feature-rich as other similar products. The lack of automation and customization options makes it difficult to use for more complex customer onboarding processes.”

– Jeff P., UX Designer, Consulting Firm. 

7. Intercom 


Intercom is a powerful SaaS marketing automation tool that helps business engage their customers in real-time. It provides powerful tools such as messaging, chatbots, email marketing campaigns, and more to help you engage customers at every stage. 

It also offers advanced segmentation with analytics capabilities that allow you to track the performance of your campaigns to understand buyer’s behavior. As a result, the Intercom is a perfect solution to craft unique as well as captivating customer experiences. Not only does it automate emails sent to customers, but also communication between your teams internally! 

Key features 

  • Custom Bots 
  • Ticket Response User Experience 
  • Resolution Bot 
  • 2-Way Messaging 
  • Activity Tracking 

As per Capterra, here are positive reviews of Intercom:  

“Intercom has been a great addition to our customer success program. It has enabled us to automate repetitive tasks, personalize our communications with customers, resulting in improving engagement and conversions.”

– Sam R., Customer Success Manager, SaaS Company  

“Intercom is the perfect tool to engage customers and build relationships. I love the automation features which allow me to quickly send personalized messages to my target audience.”

– Alice C., Digital Marketer, Online Store   

As per Capterra, here is a negative review of Intercom:   

“Intercom’s customer service and support could be better. They have been slow in responding to my queries, which can be quite frustrating.”

– Joe D., Business Analyst, Consulting Firm. 

8. Userlist 


Userlist is a full-stack email automation tool for B2B SaaS companies. With Userlist, you can easily manage both marketing emails as well as customer communication in one platform. In addition, it offers various features such as user onboarding, In-app messages, segmentation, user management, etc. 

Its powerful features helps you segmenting customers into personalized lists and create automated workflows. Userlist also offers advanced analytics along with reporting tools to help you track the performance of your campaigns. 

Key features 

  • User Onboarding 
  • API Integration 
  • Customer Segmentation 
  • In-App messages 
  • Campaign Management 

As per Capterra, here are positive reviews of Userlist: 

“Userlist has given us a great way to automate our marketing emails along with customer communication. We can easily segment our customers into personalized lists, design automated workflows, track engagement rates, and much more.”

– John S., Marketing Manager, Software Company  

“Userlist is a great tool for managing customer communication. It helps me create automated workflows to nurture leads and segment my customers into personalized lists. Highly recommend!”

– Alex C., Product Manager, B2B SaaS Company  

As per Capterra, here is a negative review of Userlist: 

“The user experience of the platform is not great, there are some bugs. Also, the analytics dashboard could be improved with more functionalities to track performance.”

– Sarah O., UX Designer, Consulting Firm. 

9. Hexospark

Hexospark is an all-in-one email automation and CRM platform that revolutionizes the way businesses find and communicate with their potential leads, transforming them into valued clients through hyper-personalized email campaigns and automated follow-ups.

With the help of Hexospark, anyone can create an effective email campaign by incorporating lead data, crafting personal icebreakers, and editing pre-built email templates.

Additionally, Hexospark provides a web browser extension for capturing leads along with contact details from LinkedIn. These details can later be used in your email campaigns as all the information will be saved in the Hexospark CRM.

Key features

  • All-in-one email automation
  • Lead management
  • Built-in CRM system
  • Unified inbox
  • Personalized Ice breakers
  • Unlimited emails and follow-ups

As per Capterra, here are positive reviews of Userlist: 

“It’s amazing how easy it can be to automate email campaigns with Hexospark. It has everything you need and you can concentrate on delivering the best content without having to worry about anything going wrong. Plus the updates are unbelievably good.”

– Alexis L., CEO, Marketing and advertising company 

“Hexospark is a great tool for our sales team as they can easily upload an unlimited number of contacts and create email outreach campaigns. Create campaigns, with multiple email sequences and follow the contacts’ replies, open rates, and click actions.”

– Julia D., CMO, Technology Solutions

As per Capterra, here is a negative review of Userlist: 

“I would like the user interface to support other languages in the future. Also, that it can support a form in WordPress to be able to collect new emails. It would be fantastic.”

– Alexis L., CEO, Marketing and advertising company


SaaS marketing automation tools are essential for businesses looking to maximize customer engagement, optimize campaigns, and drive conversions. With the best SaaS marketing automation tools mentioned above, companies can easily engage customers in a personal way, capture leads, automate complex processes, and track the performance of campaigns.