30 Marketing Automation Tools for SaaS Companies in 2021!

Tejas Oza
November 20, 2020 at 8:25 AM

A SaaS or software company that wants to supercharge growth, needs to use marketing automation tools to improve ROI. By 2021, almost 80% of companies will be using SaaS in their operations. It's critical for SaaS companies to remain efficient in terms of marketing, growth, and sales using their MarTech stack. In this article, we'll look at the marketing automation tools that you may need to help you achieve growth in the most efficient way.

Automation Tools

Today, lots of different automation tools are available. Depending on your requirement there are all-in-one automation tools. These are the Marketing Automation Providers, such as HubSpot, ActiveCampaign, Pardot and many more. These focus on email automation, lead nurturing and converting through multi channels. They have built-in CRM, and integration with social media and CMS. They are mostly suitable for B2B companies where sales cycles are longer. 

Then, there are Email Marketing Automation tools like MailChimp, Constant Contact, Customer.io, Drip, Seventh Sense etc. These tools focus on template designs, lists, and subscriber’s management. They can create automated email campaigns based on customer behavior.

There are many other different kinds of automation tools that could be helpful in increasing the efficiency of the business. Depending on your requirement, there are tools to track performance and discover insights in real time such has Databox. Tools to measure content and website performance, for online designing and creating videos, SEO optimization, sales automation, research platforms and to build interactive content and many more.

Let's dive in!




HubSpot is the go-to choice for marketing automation. The software does a solid job for marketing automation, sales, CRM and customer service and will be almost the 'hub' as your 'customer acquisition platform'.

With HubSpot software, you'll get full-service marketing automation from managing social media to optimising content for the search engines (SEO). Perhaps the best thing about HubSpot is its free CRM, Marketing, Sales and Customer Support software, which allow startup companies with zero budget to streamline certain aspects of their marketing, until they have the means to use paid features.

Treat HubSpot as your growth suite that integrates into most other tools in your MarTech stack and drives your business forward. 




Demandbase allows marketers to track engagement with existing accounts all in one tool so that you can better understand how your most important accounts are engaging with you. The software, integrating with HubSpot, provides insights into what's relevant and resonant to target accounts. 




If you are in B2B, ABM is the only way to market.  Have you wondered how to you best target your ideal clients using ads, emails, chat and even web? Then, Terminus may be the tool for you. You can use Terminus to accurately target, engage your ideal clients, orchestrate and measure the performance of your campaign.  

They offer a free demo so that you can try out the software and see if it's a good addition to your marketing automation strategy. It is suitable for mid to large sized oranisatitons from pricing point of view.




GetResponse is a marketing automation software that has many different layers and features. They start out very affordably, at around $15 per month, which is used for sending emails and an engaged contact base. But their more expensive plans include powerful features like CRM, Ecommerce tools, Autoresponders, Email marketing etc.

It’s a user-friendly tool that can give good results.




Omnisend is an omnichannel marketing automation platform built for ecommerce.  You can add several channels to the same automation workflow: email, SMS, push notifications, Facebook Messenger, and more. This means that you can create a fascinating experience for customers, which automatically sends them the message via the channel chosen by them. 

It offers powerful automation workflows, you can quickly get started with pre-built templates. It makes creating workflows, forms, landing pages, popups, and emails quick and easy. 

Omnisend includes a free plan for basic email marketing, and three paid plans based on features and number of contacts.




ActiveCampaign is an integrated email marketing, marketing automation, and small business CRM. Some of the key features are email marketing, customized marketing automation, initiate campaigns with dynamic content, segment based on basic or advanced logic, smart email content with customization etc.  It's one of the most comprehensive solutions on the market.


This may not be a good tool for those with low technical capabilities. It takes a little more time and effort to learn, but once you learn, it's very powerful.




Pardot a part of Salesforce Company, is a marketing automation tool that mostly serves enterprise clients. It helps accelerate pipelines and drives sales through CRM integration, email marketing, lead generation and management, social marketing and ROI reporting.

It may not be as accessible or affordable for smaller businesses or entrepreneurs.



Seventh Sense

Seventh Sense allows companies to send emails at the perfect times for an optimal open rate. This tool gathers data based on the previous interactions of users and their specific needs. With this feature, you can send emails to prospects and customers when they're most likely to open and respond. Seventh Sense also integrates with popular marketing platforms such as HubSpot and Marketo.



Constant Contact

Constant Contact is email marketing automation solution for smaller businesses. Its main advantages are easy to use and affordable. Some of the key features of this tool are generating automated trigger campaigns, sending segmented follow-up messages, Facebook fan promotion, intuitive email editor, and customer feedback and surveys. With this tool, you have all the features you need for your email program.


10. DRIP


Drip is email marketing automation tool that focuses on e-commerce marketing automation. They offer one of the open platforms, it can work with all the other e-commerce tools that you use. Some of the key features include email campaigns, creating personalised content and automating campaigns based on customer behavior, list management and more. Drip is a powerful tool for e-commerce marketing automation.




Mailchimp is one of the original email marketing tools. It has intelligent email marketing features. Some of its key features are personalized marketing via email, behavioral targeting, monitoring engagement and email marketing automation and more. MailChimp great for keeping in touch with prospects and customers who are important to your business.




Customer.io is email automation tool. It engages customer throughout the customer lifecycle. It is lightweight UI and is also flexible. It makes personalized messaging simple. It integrates with your mobile app or website and is built to trigger emails based on events, rather than just page views. Some of the other key features are A/B testing, sending targeted email based on user behavior, conversion tracking and more.




InfusionSoft now a part of Keap, is a marketing automation software mainly for small businesses. It is a CRM for small businesses, and it makes communication between your company and potential leads and customers more efficient. They have succeeded in small businesses and have helped marketers to deliver on revenues, leads and customer acquisition targets.




If you've ever struggled to get a full picture of your marketing performance all in one place, Databox is the solution you need. Instead of using multiple tools to track your marketing key performance indicators (KPIs), Databox allows you to access key marketing data from a single location by integrating with a wide variety of platforms including Google AdWords, Facebook, Salesforce, Shopify, HubSpot, Instagram, and much more.



Atomic Reach

Need help with creating the perfect content in your blogs, social posts, and emails? Give Atomic Reach a try. This AI-powered tool can analyse your existing content and see how well it performs.

For example, Atomic Reach can determine the readability levels of your content and the amount of emotion present in your content. The platform gives each piece of content an Atomic Score and offers tips and advice to increase that score.




Drift can help SAAS and Software business marketing with across the customer life cycle with their intelligent and easy to use chat platform. Drift can help you to engage visitors better and convert them into leads, it can help engage with leads using personalisation and help you qualify the leads, and it can also help at the time of activation phase to convert the trial customers into paid customers. Drift can also be effective in providing hands off customer service with its conversational engine. Ticks all boxes for modern SAAS and software businesses.




When it comes to marketing software, it can take time to convince prospects to make a purchase. They have to try out the software and sometimes compare it against competitors. AdRoll can help you shorten the sales cycle by delivering personalised ads for each lead using the customer attributes in your HubSpot CRM.




Manage your Facebook, Instagram, and Google ads all in one place using WordStream. This tool helps advertisers track the current performance of their ads and see where they need to improve. You can make the most of your ad spend by optimising your ads through WordStream and converting clicks into customers.



Lucky Orange

If you want a good idea of how your SaaS company website is performing in terms of usability, Lucky Orange can get the job done. This tool will show you how much of your content users consume, how far down the page visitors are scrolling, and what pages are the most visited.

This can really help with optimising your conversions because you can see pages that are keeping users engaged and which ones aren't so that you can make changes accordingly.




Outgrow offers over 500 interactive content pieces to drive engagement. The personalised content you can create using the software includes highly converting calculators, viral quizzes, useful recommendations, chatbots, and polls. You can integrate data and leads gained from Outgrow into your HubSpot account to trigger multiple actions with diverse audiences.




If you really want to supercharge your SEO strategy, SEMRush is the way to go. SEMRush will perform a technical SEO audit of your site, track your site's search engine rank for certain keywords, gives you ideas for gaining more traffic, and tells you the number and quality of backlinks your site has gained.




Imagine using a beginner-friendly, cloud-based version of Photoshop. Yep, that's Canva. Using Canva, you can create many types of visual content including posters, flyers, social media banners, business cards, infographics, and more. The best part? It's free! And did we already mention it's easy to use?




Whoever's in charge of writing your content will appreciate Grammarly. From sending out emails to writing blog posts, this tool will point out spelling errors, grammar issues, and even sentence structure. This will make editing easier and a lot more seamless. Grammarly will even email you a list of all the words you wrote in the last month.




Like most SaaS companies - or any other company for that matter - you're likely using surveys to gather information about how your customers liked/disliked your software. Well, Typeform makes customer feedback forms more inviting, friendly, and conversational, which prompts more people to provide answers to your most pressing questions about their experience with your software.




Thinking about creating a video course to help other SaaS companies bring in more leads? Thinkific offers a great solution. Using the software, you can monetise your knowledge and promote your video course using coupons and plug-ins through various marketing channels.




Proposify makes it easier for sales teams to create quotes, contracts, and other sales documents. By automating the proposal process, this software prevents your sales team from spending lots of time creating proposals and allows them to spend more time doing what they do best - selling. Proposify will also notify sales reps when a lead opens their email, reads the proposal, comments on anything, or accepts the deal.




Use Vidyard to generate leads and boost sales. This software has several features for each stage of the buyer's journey:

  • Vidyard GoVideo:   A free video messaging app that allows you to connect with prospects, customers, and team members.
  • Vidyard for Marketing:  Vidyard hosts your videos, analyses their effectiveness, and provides viewer analytics to help you optimise your content for optimal results.
  • Vidyard for Sales: The platform will help you create personalised video messages to send to prospects who haven't converted, which helps move them down the funnel.




Do you want an easier, more effective way to find contact info for prospective leads? Clearbit is it. You can download Clearbit as a free Google Chrome extension for full integration and ease of use. This data-driven software provides information about employee count, technologies used, and industry classification. Using this information, you can convert more leads and grow your SaaS company.



Qualtrics Research Core

You likely don't have time to gather data about customer insights, market segmentation, or concept testing. You're too busy running your business. That's why Qualtrics Research Core is so valuable. This software solution uses AI to analyse survey data for predicting market trends and allows you to create surveys in an instant; thus, giving you actionable business insights as quickly as possible.




Another HubSpot integration, Salesmsg provides two-way messaging for your sales, marketing, and support teams. You can easily send and receive SMS text and MMS picture text messages at scale with HubSpot. To further engage with leads and supercharge your sales strategy, you can automate text messages from your HubSpot Workflows.


Key Takeaway

There are a plethora of marketing automation, MarTech tools available and what you choose is critically important for growth of your SAAS company marketing in 2021.

My take on this is that -  you need to choose the  tools that serves your objectives, which also integrate with your core marketing automation platform and CRM system such as HubSpot and work with each other. If you are focusing on Account Based MarketingLead Generation or other growth objective, right choice of MarTech stack will save you a ton of time and make your growth target achievement that much easier.

One last thing....

Marketing automation tools increase growth

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