The Definitive Guide to Marketing Automation Tools
Jun 25, 2024

The Definitive Guide to Marketing Automation Tools

The marketing automation market is experiencing significant growth and is projected to continue expanding in the coming years. Here are the key details regarding the market size and growth: Global Market Size - The global marketing automation software market is expected to reach USD 6.85 billion in 2024 and grow at a compound annual growth rate (CAGR) of 17.54%, reaching USD 15.36 billion by 2029.

Key Drivers of Growth

  1. AI-Powered Personalization
    Artificial intelligence is revolutionizing marketing automation by enabling hyper-personalized customer experiences. AI algorithms analyze vast amounts of data to predict customer behavior, optimize content delivery, and automate decision-making processes.
  2. Omnichannel Integration
    Modern marketing automation tools are focusing on seamless integration across multiple channels. This allows businesses to create cohesive customer journeys across email, social media, SMS, and web platforms.
  3. Advanced Analytics and Reporting
    Tools now offer more comprehensive analytics capabilities, providing deeper insights into campaign performance and customer behavior. This data-driven approach enables marketers to make more informed decisions and optimize their strategies.
  4. User-Friendly Interfaces
    Many platforms are prioritizing ease of use, with intuitive drag-and-drop interfaces and visual workflow builders. This democratizes access to advanced marketing automation capabilities, even for small businesses and non-technical user

Challenges and Considerations

While marketing automation offers numerous benefits, businesses face challenges in implementation:

  1. Data Quality and Integration
    Ensuring clean, accurate data across all integrated systems remains a crucial challenge for effective automation.
  2. Skill Gap
    As tools become more sophisticated, there's a growing need for skilled professionals who can fully leverage these platforms.
  3. Balancing Automation and Human Touch
    Finding the right balance between automated processes and personalized human interactions is crucial for maintaining authentic customer relationships

Below is a list of the Top 10 Marketing Automation Tools and how they compare with Humanic, the agentic Marketing Automation Platform

1. excels as a flexible customer engagement platform for unifying data and orchestrating omni-channel campaigns across the full customer lifecycle. It's well-suited for companies with complex data models and compliance needs like HIPAA. However, it lacks AI capabilities and usage-based pricing can get expensive as you scale.

In comparison, is purpose-built to help PLG companies drive user activation and unlock growth potential. Its AI-powered agents automate key tasks like segmentation and content creation, allowing marketers to launch optimized campaigns quickly. The platform is designed for ease of use and integrates directly with product analytics tools.

However, is more focused on the activation use case and may have some feature gaps compared to mature lifecycle platforms. The AI-generated content may also need more customization to match brand voice.

For a detailed comparison click here

2. Braze

Braze and serve different segments of the market and solve distinct use cases around customer engagement.

Braze is a powerful cross-channel engagement platform ideal for enterprises and high-growth consumer brands. It excels in mobile-centric messaging, real-time personalization, and AI-driven journey optimization. However, its extensive features also mean higher cost and complexity. is purpose-built to help PLG companies drive user activation and product adoption. Its core strengths lie in product analytics integration, AI-assisted campaign creation, and an easy-to-use interface. But it lacks the cross-channel breadth and enterprise-grade capabilities of platforms like Braze.

3. Iterable

For large enterprises looking to execute high-volume, omnichannel campaigns and unify complex customer data, Iterable provides a robust enterprise marketing platform. Its extensive channel coverage, predictive AI optimization, and experimentation tools make it well-suited for brands focused on individualized experiences across the full customer journey.

However, for PLG companies and startups that need to drive user activation and growth through personalized email, offers a more targeted and cost-effective solution. With its activation-focused platform, intuitive AI collaboration workflows, and deep product analytics integrations, Humanic enables teams to build and automate effective campaigns faster.

4. Marketo

For enterprise B2B companies with complex, full-funnel marketing automation needs across many channels, Marketo is a robust and proven platform. Its tight integration with CRM systems and account-based marketing capabilities make it well-suited for aligning sales and marketing efforts. Marketo also excels in sophisticated email marketing, high-volume lead nurturing, virtual event promotion and granular campaign attribution.

However, for product-led growth companies more focused on user activation and retention, offers a purpose-built solution that can unlock significant growth opportunities. By leveraging AI for segmentation, strategy and content - and integrating directly with product analytics data - Humanic streamlines the creation and optimization of personalized lifecycle campaigns. This enables PLG companies to drive more users to key activation milestones and maximize the revenue potential of their existing user base.

5. Active Campaign

Both Active Campaign and offer robust marketing automation capabilities, but they excel in different areas. Active Campaign is a comprehensive platform well-suited for creators, SaaS companies, and hospitality businesses looking to manage omnichannel campaigns, personalize content delivery, and drive revenue through automated funnels. However, it may lack the advanced AI capabilities and deep product analytics integrations that provides. stands out for its focus on helping PLG companies unlock growth by leveraging AI to hyper-personalize communication and drive user activation. Its AI-powered agents for segmentation, strategy, and content optimization, along with tight integration with product analytics platforms, make it an ideal choice for businesses struggling with the activation challenge.

6. One Signal

OneSignal and both offer powerful solutions for customer engagement and retention, but they excel in different areas. OneSignal is an ideal choice for mobile app developers and websites looking for a comprehensive push notification solution, with features like advanced segmentation, A/B testing, and automation. It is particularly well-suited for industries such as ecommerce, media, and gaming, where timely and relevant notifications can drive user engagement and conversions.

On the other hand, is designed specifically for PLG companies aiming to unlock growth through AI-driven user activation. Its strengths lie in hyper-personalization across multiple channels, automatic user segmentation based on product analytics data, and collaboration with AI agents for content creation and strategy optimization. is the perfect fit for startups and enterprises seeking a comprehensive, AI-powered marketing automation solution that can help them maximize user activation and retention.

While OneSignal may offer more granular control over push notifications, it lacks the AI-driven capabilities and multi-channel personalization provided by Conversely, may not be as suitable for businesses primarily focused on push notifications or those outside the PLG space.

7. Ortto

In summary, Ortto excels as an intuitive, visual platform for marketers to unify customer data and create multi-channel lifecycle campaigns. It's well-suited for B2C companies looking to engage customers from acquisition to loyalty without heavy technical requirements.

However, for PLG SaaS companies focused on driving user activation and product adoption,'s specialized AI agents for segmentation, content generation, and campaign optimization may be a better fit. The tight integration with product analytics and ability to automate hyper-personalization at scale is a key differentiator.

The best choice will depend on your specific use case, data complexity, and overall marketing strategy. If multi-channel orchestration and ease-of-use are top priorities, Ortto is a great option. But if you want to maximize activation and need advanced AI capabilities, may unlock more value, especially if you have rich product usage data.


In summary, while both and serve the email needs of SaaS businesses, they each have unique strengths. excels as a comprehensive email platform to create and send all types of emails, with an intuitive drag-and-drop builder. It's well-suited for SaaS companies that need a single tool for marketing emails, transactional emails, and user journey emails. The Stripe integration is a standout for syncing customer data.

On the other hand, leverages AI to enable PLG SaaS companies to drive user activation. Its AI agents for segmentation, strategy, and content make it easier to create personalized, effective email campaigns. The deep integrations with product analytics tools allow hyper-personalization based on product usage.


For B2B enterprises with large customer databases and sales-led growth models, provides a robust solution to layer on product-led growth motions. Its ability to stream in data from multiple sources, create complex account-based journeys, and measure pipeline impact make it well-suited for organizations with dedicated sales and success teams.

However, product-led growth companies struggling with user activation challenges may find to be a more ideal fit. By leveraging AI to automate audience segmentation, content generation, and campaign optimization, can help PLG companies unlock significant growth opportunities. The platform's focus on activation and tight integration with product analytics tools also enables a quicker time-to-value.

10 . Hubspot

HubSpot and serve distinct purposes for different types of companies. HubSpot provides an expansive all-in-one platform that unifies marketing, sales, service and operations. It's well-suited for businesses that want to manage end-to-end customer relationships on a single system. However, its breadth of features can be overkill for smaller teams.

In contrast, is laser-focused on helping PLG companies solve user activation challenges. Its AI-powered segmentation, content generation, and optimization capabilities can help drive growth by personalizing user onboarding. The tight integration with product analytics tools makes it easy to act on usage insights.

For large enterprises looking for a comprehensive customer platform, HubSpot is likely the better fit. But for PLG companies that need to improve user activation rates, provides specialized capabilities that can unlock significant growth opportunities. The decision ultimately depends on the specific needs and priorities of each business.