In modern marketing, competition is growing faster than budgets. That is why automation is no longer a ‘nice bonus’ but has become a basic tool for stable growth. Businesses that build processes systematically win not because of the volume of work, but because of efficiency.
What is marketing automation in practice? Marketing automation is the use of software to automate repetitive and scalable tasks: email and SMS mailings, audience segmentation, lead scoring, content personalisation, trigger scenarios, and multi-channel campaigns.
The key value of automation is the elimination of manual work where decisions can be made based on data. The tools integrate with CRM, analytics, eCommerce platforms, and advertising channels, allowing marketers to focus on strategy rather than operations.
The role of AI is worth mentioning separately: modern platforms use it to predict customer behaviour, optimise message delivery times, and personalise scenarios — this is what makes such solutions relevant in the long term, including in 2026.
Why automation increases efficiency by 30% Automation is not about ‘doing things faster,’ but about making better use of resources.
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Top tools for marketing automation Below are tools that have proven themselves in terms of functionality, integrations, and user reviews (G2, Reddit, industry reviews).
HubSpot Marketing Hub HubSpot is a system that connects marketing and sales into a single logic and bridges the gap between leads and actual deals. All user actions are collected in a single profile, and further steps are determined automatically.
Thanks to this, marketing no longer works ‘in vain’. The system itself determines when a contact is ready to buy and when they still need to be warmed up with content. Integrations with websites, CRM, analytics, advertising accounts, and messengers allow HubSpot to act as the central core of the entire marketing infrastructure. It is this systematic approach that provides stable conversion growth of 20–30% without increasing the team.
ActiveCampaign
ActiveCampaign is built around behavioural logic: the system responds not to the status of a lead, but to their actual actions. This makes automation as flexible and accurate as possible.
Klaviyo Klaviyo is automation tailored specifically for eCommerce, where every user action has direct financial value.
Brevo
Brevo is suitable for businesses that need to quickly implement automation without complex architecture and lengthy onboarding.
Thanks to integrations with websites, CMS and eCommerce platforms, Brevo allows you to streamline communications and eliminate manual routines. This solution is well suited for small and medium-sized businesses that want a systematic approach without overloading their processes.
Customer.io
Customer.io is aimed at teams that work with large amounts of data and want to build automation around real user behaviour rather than static segments. The platform allows you to turn events from a product, website or service into personalised customer journeys.
This approach is particularly effective for SaaS, eCommerce, and product businesses, where classic scenarios quickly become outdated. Integrations with CRM, analytics, and eCommerce platforms allow you to constantly update user profiles and reduce losses in the funnel.
In practice, for data-heavy teams, this often leads to a 25–35% increase in conversions and a noticeable reduction in manual work.
