B2C marketing automation tools to conquer customer engagement

Insider

Insider is a comprehensive marketing automation platform designed for B2C businesses. It facilitates personalized omnichannel marketing campaigns across email, SMS, web push notifications, on-site personalization, and in-app experiences. Insider's AI-powered segmentation and personalization tools allow for highly targeted customer surveys.

Price and rating

Insider offers custom pricing based on your specific needs. However, review sites like TrustRadius, G2, and Capterra highly praise its effectiveness and cost-effectiveness. Insider has received a rating of 4.5 out of 5 stars.

Pros and cons

Pros:

• omnichannel marketing: Manage all your marketing channels from one platform;
• AI-powered personalization: Deliver highly targeted experiences across all touchpoints;
• advanced customer segmentation: Create laser-focused audience segments for effective campaigns;
• A/B testing: Optimize your campaigns for maximum impact;
• drag-and-drop editor: Build personalized experiences without coding knowledge.

Cons:

• steeper learning curve: The vast feature set can be overwhelming for beginners;
• limited free plan: Insider offers limited functionality in its free plan.

ActiveCampaign

ActiveCampaign is a powerful marketing automation platform specifically designed for B2C businesses. It stands out for its user-friendly interface, robust automation features, and built-in CRM functionality. ActiveCampaign allows you to create email marketing campaigns, landing pages, and marketing automations; segment your audience; and manage customer relationships—all in one place.

Price and rating

ActiveCampaign offers four pricing plans (lite, plus, professional, and enterprise) with a 14-day free trial. Prices start at $29/month (billed annually) for the Lite plan and scale based on features and contact volume. Review sites like G2, Capterra, and TrustRadius consistently praise its usability and marketing automation capabilities. ActiveCampaign holds a strong rating of 4.3 out of 5 stars.

Pros and cons

Pros:

• easy to use: Drag-and-drop interface and visual automation builder make it beginner-friendly;
• powerful automation: Build complex workflows based on subscriber behavior and preferences;
• built-in CRM: Manage leads, contacts, and deals alongside your marketing efforts;
• advanced email marketing: Create personalized email campaigns with segmentation and A/B testing;
• landing page builder: Design high-converting landing pages without coding knowledge.

Cons:

• limited free plan: The free trial has limited features and contact storage;
• steeper pricing for higher needs: As your contact list grows and you require more advanced features, the price can become significant.

Klaviyo

Klaviyo is a marketing automation platform focused on eCommerce businesses. It empowers you to create targeted email and SMS marketing campaigns, segment your contacts based on behavior and purchase history, and personalize the customer journey throughout their buying experience. Klaviyo integrates seamlessly with popular eCommerce platforms like Shopify, Magento, and WooCommerce, making it a user-friendly option for online stores.

Price and rating 

Klaviyo offers a free plan for up to 250 contacts and 500 monthly sends, which is a great perk for small businesses. Paid plans scale based on contact volume, starting at $20/month for 500 contacts and unlimited sends. Klaviyo is consistently recognized for its ease of use and effectiveness in eCommerce marketing. Review sites like G2, Capterra, and TrustRadius award it a rating of 4.4 out of 5 stars.

Pros and cons

Pros:

• eCommerce focused: Designed specifically for the needs of online stores;
• free plan: A great option for small businesses to get started;
• powerful segmentation: Enables the user to segment their audience based on purchase behavior and preferences;
• seamless integrations: Integrates easily with popular eCommerce platforms;
• real-time reporting: Tracks campaign performance and customer behavior in detail.

Cons:

• limited marketing channels: Primarily focuses on email and SMS marketing;
• enterprise features limited: May not be suitable for very large businesses with complex marketing needs.

Iterable

Iterable is a cross-channel marketing automation platform designed for enterprise-level B2C businesses. It excels at managing and orchestrating complex customer journeys across various channels, including email, SMS, push notifications, in-app experiences, and even direct mail. Iterable boasts robust data management capabilities and leverages AI to personalize experiences at scale.

Price and rating

Iterable offers custom pricing based on your specific needs and contact volume. While pricing details aren't publicly available, some review sites suggest it can be a cost-effective solution for larger businesses. Iterable receives generally positive reviews for its powerful features and scalability. Review sites like G2 and Capterra rate it around 4.2 out of 5 stars, while some user reviews mention a steeper learning curve.

Pros and cons

Pros:

• omnichannel marketing automation: Manage all customer interactions across diverse channels;
• enterprise-grade scalability: Manage large contact lists and complex workflows;
• AI-powered personalization: Deliver highly targeted experiences based on individual customer data;
• advanced data management: Unify customer data from various sources for a holistic view;
• real-time customer journeys: Orchestrate complex customer journeys triggered by customer behavior.

Cons:

• no free plan: Iterable doesn't offer a free plan, with pricing starting at custom quotes;
• steeper learning curve: The extensive feature set may require a significant learning investment for new users.

EngageBay

EngageBay is an all-in-one CRM platform offering a marketing automation suite specifically designed for small and medium-sized businesses (SMBs). It allows you to create email marketing campaigns and landing pages, manage contacts, automate workflows, and track campaign performance—all within a single platform. EngageBay positions itself as a user-friendly and affordable alternative to complex enterprise marketing automation solutions.

Price and rating

EngageBay offers a free plan with limited features, which is ideal for freelancers and solopreneurs. Paid plans start at $14.17/month (billed annually) and scale based on features and contact volume. EngageBay receives positive reviews for its affordability and ease of use, with review sites like Capterra and G2 awarding it a rating of around 4.3 out of 5 stars.

Pros and cons

Pros:

• affordable: Budget-friendly option compared to enterprise marketing automation tools;
• easy to use: User-friendly interface with drag-and-drop functionality;
• all-in-one CRM: Allows user to manage marketing, sales, and customer service within one platform;
• marketing automation: Automates email sequences, lead nurturing, and other marketing tasks;
• landing page builder: Allows the user to create high-converting landing pages without coding knowledge.

Cons:

• limited features compared to enterprise tools: May not offer the same level of complexity and customization as high-end solutions;
• limited free plan functionality: The free plan has restrictions on contacts and features.

Ortto (formerly AutoPilot)

It's important to note that AutoPilot rebranded to Ortto in 2023. Ortto remains a marketing automation platform designed for B2C businesses. It excels at creating visual marketing journeys that automate repetitive tasks across email, SMS, landing pages, and web pop-ups. Ortto emphasizes a user-friendly drag-and-drop interface to simplify campaign building.

Price and rating

Ortto offers various pricing plans with different feature sets and contact volume limits. While specific pricing details might require contacting sales, some sources suggest that plans start at around $49/month. Ortto receives generally positive reviews for its ease of use and visual marketing journey builder. Review sites like G2 show a rating of around 4.2 out of 5 stars.

Pros and cons

Pros:

• visual marketing journeys: Enables the user to plan and visualize automated customer journeys with a drag-and-drop interface;
• user-friendly interface: Simplifies campaign building for beginners and marketing teams;
• marketing automation features: Automates email, SMS, landing pages, and web pop-ups;
• A/B testing: Optimizes campaigns for maximum impact with A/B testing capabilities;
• personalization options: Enables the user to personalize marketing messages for a more engaging customer experience.

Cons:

• limited free plan availability: Ortto may not offer a free plan, with pricing starting at paid tiers;
• scalability for enterprise needs: While suitable for many B2C businesses, it might not cater to the complex needs of very large enterprises.

Salesforce Marketing Cloud

While Salesforce is a powerful CRM platform, it offers a separate product specifically designed for marketing automation: Salesforce Marketing Cloud. Here's a breakdown focusing on B2C marketing needs.

Salesforce Marketing Cloud is a comprehensive marketing automation platform suited for large and enterprise-level B2C businesses. It excels at managing complex omnichannel marketing campaigns across various channels, including email, SMS, social media, mobile marketing, advertising, and more. Salesforce Marketing Cloud integrates seamlessly with Salesforce CRM, offering a unified view of customer data.

Price and rating

Salesforce Marketing Cloud offers custom pricing based on your specific needs and contact volume. Due to its enterprise focus, starting prices can be significantly higher than other options on this list. Review sites like G2 and Capterra acknowledge its power but also mention its complexity. Ratings tend to be around 4.2 out of 5 stars.

Pros and cons

Pros:

• omnichannel marketing automation: Manage all customer interactions across diverse channels;
• enterprise-grade scalability: Manage large contact lists and complex marketing workflows;
• seamless integration with CRM: Unify marketing and sales data for a holistic customer view;
• advanced analytics and reporting: Gain deep insights into campaign performance and customer behavior;
• marketing cloud Einstein: Leverage AI features for personalization, audience segmentation, and journey optimization.

Cons:

• complexity for beginners: The extensive feature set requires a significant learning curve for new users;
• limited free plan: Salesforce Marketing Cloud does not offer a free plan.

HubSpot Marketing Hub

HubSpot Marketing Hub is a comprehensive marketing automation platform designed for businesses of all sizes, from startups to large enterprises. It offers a wide range of features to help you attract, engage, and delight your customers. HubSpot excels at inbound marketing automation, allowing you to create targeted content, nurture leads, and personalize the customer journey across various channels.

Price and rating

HubSpot Marketing Hub offers a freemium model with a free plan that includes limited features and 1,000 contacts. Paid plans start at $45/month (billed annually) and scale based on features and contact volume. HubSpot consistently receives positive reviews for its ease of use, affordability (especially for smaller businesses), and wide range of features. Review sites like G2, Capterra, and TrustRadius consistently rate it around 4.4 out of 5 stars.

Pros and cons

Pros:

• freemium model: Free plan suitable for small businesses to get started;
• scalable pricing: Affordable options for businesses of all sizes;
• easy to use: User-friendly interface with drag-and-drop functionality;
• inbound marketing focus: Helps the user to attract visitors, nurture leads, and convert them into customers;
• omnichannel marketing: Enables the user to manage email, social media, landing pages, forms, and more – all in one place;
• marketing analytics: Tracks campaign performance to provide valuable customer insights.

Cons:

• limited features in the free plan: The free plan has limitations on contacts, features, and automation capabilities;
• enterprise features at higher costs: Advanced features like lead scoring and marketing attribution require higher-tier plans.

Keap

Keap (formerly known as Infusionsoft) is a CRM and marketing automation platform designed specifically for small businesses. It caters to B2C businesses and entrepreneurs who want to manage customer relationships, automate marketing tasks, and grow their sales. Keap offers features for sales pipeline management, email marketing, landing pages, lead nurturing, and sales automation.

Price and rating

Keap offers three main pricing plans (Pro, Max, and Ultimate) with varying features and contact limits. Pricing is not publicly available on the company's website, and you need to contact sales for a quote. However, some review sites suggest that plans start at around $169/month. Customer reviews tend to be mixed, with some praising its functionality and others mentioning a steeper learning curve. Review sites like G2 and Capterra show ratings of around 4.3 out of 5 stars.

Pros and cons

Pros:

• CRM and marketing automation: Manage customer relationships and automate marketing tasks in one platform;
• sales pipeline management: Track leads, deals, and opportunities throughout the sales cycle;
• email marketing: Create targeted email campaigns and nurture leads with automation;
• landing page builder: Design high-converting landing pages without coding knowledge;
• sales automation: Automate repetitive sales tasks and improve efficiency.

Cons:

• limited free plan availability: Keap doesn't offer a free plan, with pricing starting at paid tiers;
• steeper learning curve: Compared to some user-friendly options, Keap may require a learning investment for beginners.

Marketo Engage (formerly Marketo)

While Marketo was previously an independent company, it was acquired by Adobe in 2018 and is now known as Marketo Engage within the Adobe Experience Cloud.

Marketo Engage is a powerful marketing automation platform designed for B2C businesses of all sizes, from mid-market to enterprise. It excels at omnichannel marketing automation, allowing you to create personalized customer journeys across various channels, including email, SMS, social media, landing pages, web push notifications, and more. Marketo Engage boasts robust analytics and reporting features to measure campaign performance and customer engagement.

Price and rating

Marketo Engage offers custom pricing based on your specific needs and contact volume. Due to its robust features and enterprise capabilities, starting prices can be higher than some options on this list. Review sites like G2 and Capterra acknowledge its effectiveness but also mention complexity. Ratings tend to be around 4.3 out of 5 stars.

Pros and cons

Pros:

• omnichannel marketing automation: Enables the user to manage all customer touchpoints across diverse channels;
• scalable for growth: Suitable for mid-market to enterprise businesses with large contact lists and complex workflows;
• advanced analytics and reporting: Provides deep insights into campaign performance and customer behavior;
• account-based marketing (ABM) features: Can target high-value accounts with personalized campaigns;
• marketing attribution: Helps identify which marketing channels are driving the most revenue.

Cons:

• steep learning curve: The extensive feature set requires a significant learning investment, especially for new users;
• limited free plan availability: Marketo Engage does not offer a free plan.