There are only 24 hours in each day—and of course, business owners can’t dedicate all 24 of those hours to marketing and sales.

According to the 2021 HubSpot State of Marketing Report, 76% of companies reported using automation to streamline their marketing processes.

In recent years, marketing automation solutions have grown increasingly popular as businesses seek methods to improve their ROI and reduce costs.

There are thousands of marketing automation platforms out there. Of course, everyone with a vested interest in marketing automation has their favorite, and they’re all quick to sing its praises.

However, not every platform is the right fit for every business. Before you decide on a marketing automation platform, it’s essential to carefully consider your options so you can choose a solution that supports your short-term and long-term goals for your company.

Keep reading to learn more about marketing automation and find out which platforms our team of expert marketing consultants would recommend for your business.

What Is Marketing Automation?

Marketing automation is the use of technology to automate marketing tasks.

The overall goal of marketing automation is to increase the efficiency and efficacy of marketing. Businesses may use automated procedures to free up time and resources to focus on more essential activities.

Marketing automation can also help businesses track their marketing efforts and measure their ROI. By understanding which marketing activities are more effective, companies can invest more resources into them and see a greater return on the money they invest.

Who Uses Marketing Automation Software?

Although marketing automation may sound like an enterprise-level strategy, the truth is that businesses of all sizes can benefit from it. Here’s how each type of business can automate marketing activities to improve ROI:

Small Businesses

Marketing automation can be especially beneficial for small businesses, which often don’t have the time or resources to invest in a full-service marketing team. Automation can help small businesses complete repetitive tasks efficiently so they can focus their human resources on more value-added tasks.

Medium-Sized Businesses

With more resources to invest in marketing, medium-sized businesses can use marketing automation to scale their impact. Automation can help these businesses target a larger audience and manage an increasing volume of leads without sacrificing the quality of their marketing efforts.

Large Enterprises

Large enterprises often have multiple marketing teams working on different projects. Marketing automation can help these businesses keep track of their progress and ensure that everyone is working toward the same goal. It can also help allocate resources more efficiently to get the most out of their marketing budget.

The examples we cited above are not a comprehensive list. Automation looks different for each individual business, regardless of size. There is no one-size-fits-all solution. Learn more about how to choose the right-sized marketing automation platform for your business.

Are There Any Free Marketing Automation Tools?

Yes, there are some free marketing automation tools available. However, it’s important to note that most free tools have limited features and may not be suitable for businesses with more complex needs. Also, free tools may not offer the same level of support and customer service as paid tools.

For example, HubSpot offers a suite of free marketing tools. The free options could be helpful for small businesses that are just getting started with marketing automation. However, organizations that need more advanced features may want to consider a paid solution like HubSpot Marketing Hub, which includes a much more comprehensive range of features and support.

In general, we would not recommend relying on free marketing automation tools to support your business’ long-term marketing goals. Free tools may be a good option for businesses just getting started and need to dip their toe in the water, but they are not the right solution for enterprises that require a more comprehensive toolset.

What Are Different Types of Marketing Automation Platforms?

Here are our top picks for marketing automation platforms in 2022 and beyond:


If you’re looking for a marketing automation software that prioritizes customer experience, Marketo could be a good fit for your business. Marketo’s platform is designed to help businesses nurture their leads and customers throughout the buyer’s journey.

Get started with Marketo.

Pardot by Salesforce

Salesforce’s marketing automation platform, Pardot, is designed to help businesses connect with their customers and prospects. Pardot offers email marketing, lead management, social media monitoring, and more.

Eloqua by Oracle

Eloqua is designed to help B2B organizations manage their marketing campaigns. It offers robust personalization and segmentation capabilities and a wide range of integrations.

Marketing Cloud by Salesforce

With Marketing Cloud, you can leverage data to create marketing experiences that cultivate strong relationships with your target customers.


HubSpot is a comprehensive marketing automation platform that offers many features, including email marketing, website management, social media monitoring, and more. HubSpot is an excellent choice for businesses that want an all-in-one solution to streamline their marketing efforts.

What’s Next for Marketing Automation?

The future of marketing automation is exciting, and businesses of all sizes can benefit from its capabilities. As technology evolves, we expect automation to become more sophisticated and easy to use, making it accessible to even more businesses. We also expect that more businesses will adopt marketing automation as they realize its potential for driving growth and improving efficiency.

At Marketing Automation Canada, we understand that choosing the right marketing automation platform can be daunting.

If you need help choosing a platform, our experts can assist you. We would be happy to assess your needs and recommend the best solution for your business. Contact us today to get started.

Ready to Take Your Marketing Automation to the Next Level?

Our 5-star team of certified experts are here to help.
Picture of Samantha Warren

Samantha Warren is a digital marketing expert with over six years of experience in crafting 360° campaigns that marry creativity with strategy. She has helped clients in a variety of industries, including e-commerce, technology, and healthcare, to reach new heights with their marketing initiatives.