The Top 4 Marketing Automation Software for Small Businesses

Last updated Apr 1, 2019

Reading time: 3 minutes

Marketing automation software takes on a crucial part of business operations: marketing to new target audiences. For small businesses, digital marketing can often take a backseat to customer retention and product development.

Marketing automation software solves this by offering a user-friendly and affordable option for expanding small business marketing efforts. With the right tool, small businesses can simultaneously free up time from repetitive tasks and reach more customers. Typically, marketing automation software includes four elements:

  1. Email marketing and online marketing
  2. Lead management
  3. Reporting and analytics
  4. Social marketing

Since it can be hard to narrow down which software tools are best for small business, we’ve narrowed the list down for you. This is a list of some of the highest rated marketing automation tools on TrustRadius.

1. HubSpot

HubSpot is a market leader in marketing automation tools. The all-in-one inbound marketing software includes a wide range of tools for small businesses:

  • Automated email marketing
  • Landing page creation
  • Social media marketing
  • SEO

The software goes to work for both large and small companies alike, and is used by 18,000 customers around the world. The main benefit for small businesses is the user interface – users can learn how to use the content management system and online marketing capabilities fairly quickly.

“HubSpot is a great tool that the average person can jump right into by clicking around. The UI is overall intuitive and easy to follow.”

~ HubSpot Reviewer LeAnn Revaz | Project Manager | Personafy


2. Marketo

Marketo is a lead competitor with HubSpot, offering many of the same marketing automation tools. The platform works well for both B2C and B2B brands looking for a one-off solution to email marketing, content management, SEO and social media. Small businesses, in particular, can use the software product to attract new potential customers and engage with prospects with personalized campaigns.

“With Marketo’s logic capabilities, it’s possible to build nurture programs that are extremely dynamic and personalized to the user as their data profile changes and they move through the lead funnel.”

~ Marketo Reviewer Emily Thornton | Senior Consultant, Technology | ANNUITASMarketing & Advertising

3. Hatchbuck

Hatchbuck combines sales and marketing software solutions, offering a CRM integrated with marketing automation tools. Small business users can easily create online forms, landing pages and emails using the WYSIWYG interface. Users can also create customized campaign logic for email scheduling, triggered email, drip campaigns and more.

“Fantastic for smaller businesses as they begin to establish their brand prominence, create a thoughtful communications cadence with their community, and distribute relevant content for marketing and sales purposes. It is so easy to adopt and use.”

~ Hatchbuck Reviewer Kaitlin Rawley | Director of Marketing | FlocknoteComputer Software

4. Autopilot

Autopilot offers most marketing automation features, including mobile optimization, an email editor, A/B testing, list management, and social profiles. The tool integrates with third-party tools like Salesforce and Zapier, which makes messaging consistent across channels. Small businesses will find the tool valuable for nurturing leads on a personal level.

“A+++ Awesome Usability, Even Better Customer Support!”

~ Autopilot Reviewer Dave Eddy | Director & Digital Marketing Advisor | Vicinity Marketing

We use and recommend Autopilot at OnQ. It’s a great entry-level platform for the small business without breaking the bank. Talk to us about implementing marketing automation in your business.


Purchasing a technology product can be a big decision. You can use the reviews left by real users to examine the pros and cons of each marketing automation tool you are considering.

Take the time to land on which software product will be best for your small business!

Brooklin Nash

Brooklin Nash

Brooklin Nash writes about the latest tools and small business trends for TrustRadius. When he’s not writing, you can find him reading YA dystopian fiction (with guilty pleasure) and cooking.