10 Best CRM and Marketing Automation Platforms [Free & Paid]

The integration of Customer Relationship Management (CRM) with marketing automation is essential for businesses looking to scale efficiently.

CRM systems help businesses manage customer interactions and data throughout the customer lifecycle while marketing automation tools streamline and optimize marketing processes.

This article dives into the best CRM and marketing automation platforms available, highlighting their key features, benefits, pricing, and ideal users.

10 Best CRM and Marketing Automation Platforms [Free & Paid]

1. GoHighLevel

GoHighLevel is an all-in-one white label platform designed for agencies, marketers, consultants, and small business owners. It's the best CRM and marketing automation platform available.

It combines CRM, email marketing, SMS marketing, funnel building, and more into a single platform, making it a robust tool for those who manage multiple clients or need a wide range of capabilities under one roof.

Learn More About GoHighLevel CRM and Marketing Automation Software

GoHighLevel users are allowed to customize the platform with their brand and resell to their clients as their own.

Its versatility and extensive feature set make it particularly appealing for businesses looking to consolidate their tools.

Key Features

• CRM Integration: Track leads, manage customer relationships, and automate follow-ups within an intuitive CRM system.
• Funnel Builder: Create and manage sales funnels with a drag-and-drop editor, integrating with other tools like email and SMS marketing.
• SMS & Email Marketing: Automate and personalize SMS and email campaigns to engage customers effectively.
• Appointment Scheduling: Built-in calendar and scheduling tools to manage appointments, ideal for service-based businesses.
• Reputation Management: Tools to manage online reviews and customer feedback, helping businesses maintain a positive online presence.
• Membership Sites: Create and manage membership areas with restricted content, perfect for businesses offering online courses or exclusive content.
• White-Labeling: Agencies can white-label the platform, providing a branded experience to their clients.

Benefits

• Comprehensive all-in-one platform, reducing the need for multiple tools.
• White-labeling makes it ideal for agencies offering client-facing services.
• Advanced automation capabilities help streamline marketing and sales processes.
• Customizable to fit specific business needs across different industries.

Ideal Users

Agencies, marketers, and small to medium-sized businesses looking for a comprehensive, all-in-one solution to manage CRM and marketing automation needs.

Pricing

All plans offer white label features and advanced CRM with marketing automation tools

• Starter Plan: $97/month. Allows for the creation of 3 sub-accounts
• Agency Unlimited Plan: $297/month. Allow for the creation of unlimited sub-accounts
• SaaS Pro Plan : $497/month. Allow you to rebrand, resell to an unlimited number of clients and keep the entire profits.

Pros and Cons

• Pros: All-in-one platform, advanced automation, white-label options.
• Cons: Steep learning curve for beginners.

Get Started With GoHighLevel For Free

2. Monday.com

Monday.com is a versatile work operating system that offers robust CRM and marketing automation capabilities.

It’s highly customizable, allowing businesses to tailor workflows to their specific needs.

While originally known for project management, Monday.com has expanded into a full-fledged CRM and marketing automation tool for small businesses, marketing teams, and agencies.

It offers a visual and collaborative approach to managing customer relationships and marketing campaigns.

Key Features

• Customizable Dashboards: Create custom dashboards to track CRM metrics, sales pipelines, and marketing campaign performance.
• Automation Recipes: Set up automated workflows for repetitive tasks, such as lead assignments, follow-ups, and status updates.
• Contact Management: Store and manage customer information, track interactions, and segment contacts for targeted campaigns.
• Sales Pipeline Management: Visualize sales pipelines and track deal stages, helping teams stay organized and focused.
• Email Tracking: Monitor email opens, clicks, and replies directly from the platform to gauge engagement.
• Integrations: Connect with popular tools like Slack, Zoom, Google Workspace, and more to streamline workflows.
• Collaborative Workspaces: Teams can collaborate on deals, projects, and campaigns in real-time, ensuring everyone is on the same page.

Benefits

• Highly customizable, allowing businesses to adapt the platform to their specific needs.
• Strong focus on collaboration and communication within teams.
• Automation capabilities reduce manual work and enhance productivity.
• Visual and intuitive interface simplifies complex workflows.

Ideal Users

Teams that require a flexible and customizable platform, small to medium-sized businesses, and companies looking for a collaborative approach to CRM and marketing automation.

Pricing

• Individual Plan: Free for up to 2 users
• Basic Plan: $8/user/month
• Standard Plan: $10/user/month
• Pro Plan: $16/user/month
• Enterprise Plan: Custom pricing

Pros and Cons

• Pros: Highly customizable, strong collaboration features, visual interface.
• Cons: Can be expensive for larger teams, requires setup to tailor to specific needs.

Get Started With monday.com For Free

3. HubSpot CRM

HubSpot CRM is one of the most popular CRM platforms, particularly known for its robust free version that offers a wide range of features without a hefty price tag.

HubSpot integrates CRM with marketing, sales, and service tools, making it a comprehensive solution for businesses looking to streamline their operations and improve customer relationships.

It’s a great starting point for small businesses but also scales well for larger enterprises.

Key Features

• Contact Management: Store and manage unlimited contacts, track interactions, and access contact history.
• Email Marketing: Create and automate email campaigns, with tools for A/B testing and personalization.
• Lead Scoring: Automatically score leads based on their interactions and behaviors, helping sales teams prioritize efforts.
• Sales Pipeline Management: Visualize and manage sales pipelines, track deals, and forecast revenue.
• Live Chat & Bots: Engage with website visitors in real-time, and automate responses with bots to capture leads.
• Reporting & Analytics: Generate detailed reports on sales performance, marketing campaigns, and customer service metrics.
• Integrations: Seamless integration with the entire HubSpot suite and over 500+ apps including Salesforce, Mailchimp, and Slack.

Benefits

• Extensive free plan with robust features for small businesses.
• Seamless integration between CRM, marketing, sales, and service tools.
• User-friendly interface with a low learning curve.
• Scalable solutions that grow with your business.

Ideal Users

Small to medium-sized businesses, startups, and enterprises looking for a scalable and comprehensive CRM and marketing automation platform.

Pricing

• Free Plan: Basic CRM features with unlimited users and contacts.
• Starter Plan: $50/month
• Professional Plan: $800/month
• Enterprise Plan: $3,200/month

Pros and Cons

• Pros: Extensive free plan, seamless integration, user-friendly.
• Cons: Advanced features can be expensive, limited customization in the free plan.

Get Started With Hubspot CRM For Free

4. Freshsales

Freshsales, a product by Freshworks, is a powerful CRM and marketing automation platform that focuses on delivering a seamless sales experience.

It’s designed to help businesses manage leads, close deals, and maintain customer relationships with ease.

Freshsales is known for its intuitive user interface and AI-powered features, making it a popular choice for sales teams.

Key Features

• AI-Powered Lead Scoring: Automatically prioritize leads based on their likelihood to convert, helping sales teams focus on the most promising opportunities.
• Sales Sequences: Automate personalized email sequences, follow-ups, and other touchpoints to nurture leads.
• Visual Sales Pipeline: Manage deals with a drag-and-drop interface, allowing teams to track progress and forecast sales.
• Integrated Email & Phone: Make calls, send emails, and track communications directly from the CRM platform.
• Lead Capture Forms: Create and embed forms on websites to capture leads directly into the CRM.
• Smart Analytics: Generate detailed reports and insights to monitor sales performance and make data-driven decisions.
• Customization: Custom fields, workflows, and modules to tailor the CRM to specific business processes.

Benefits

• AI-driven lead scoring improves sales efficiency.
• Integrated communication tools streamline outreach and follow-up processes.
• Customizable to meet the unique needs of different businesses.
• Intuitive interface makes it easy for teams to adopt and use.

Ideal Users Sales teams, small to medium-sized businesses, and companies looking for a CRM with strong AI capabilities and integrated communication tools.

Pricing

• Free Plan: Basic features for small teams.
• Growth Plan: $15/user/month
• Pro Plan: $39/user/month
• Enterprise Plan: $69/user/month

Pros and Cons

• Pros: AI-driven features, easy-to-use interface, integrated communication tools.
• Cons: Limited advanced features in lower-tier plans, email marketing could be more robust.

5. Salesflare

Salesflare is a simple yet powerful CRM platform designed specifically for small businesses and startups.

It automates much of the data entry and helps teams focus on building customer relationships rather than managing data.

Salesflare integrates with existing tools and provides insights to help businesses close deals faster.

Key Features

• Automated Data Entry: Automatically logs emails, meetings, and calls, and enriches contacts with publicly available information.
• Sales Pipeline Management: Visualize sales pipelines, track deals, and set up automated follow-ups.
• Email Campaigns: Design and send personalized email campaigns directly from the CRM.
• Lead Scoring: Automatically prioritize leads based on engagement and activity.
• Team Collaboration: Share information across teams, with all communications logged in a single place.
• Integrations: Connect with tools like Gmail, Outlook, Zapier, and more to streamline workflows.
• Mobile App: Access CRM features on the go with a fully-featured mobile app.

Benefits

• Reduces manual data entry with smart automation.
• Simple and intuitive interface ideal for small teams.
• Strong focus on relationship-building and follow-up automation.
• Seamless integration with existing tools and platforms.

Ideal Users

Small businesses, startups, and sales teams looking for a straightforward CRM with strong automation features.

Pricing

• Growth Plan: $29/user/month (billed annually)
• Pro Plan: $49/user/month (billed annually)
• Enterprise Plan: Custom pricing available upon request

Pros and Cons

• Pros: Automated data entry, easy to use, integrates with many tools.
• Cons: Limited to basic CRM functions, may lack advanced features for larger teams.

6. EngageBay

EngageBay is an affordable all-in-one CRM and marketing automation platform tailored for small businesses and startups.

It combines CRM, marketing, sales, and customer support tools in one platform, making it an excellent choice for businesses looking for a budget-friendly yet comprehensive solution.

EngageBay’s simplicity and affordability set it apart in the competitive CRM space.

Key Features

• All-in-One CRM: Manage contacts, track deals, and nurture customer relationships all within one platform.
• Email Marketing Automation: Automate email campaigns with workflows, triggers, and drip campaigns to engage your audience.
• Landing Pages & Forms: Create and optimize landing pages and forms to capture leads and grow your customer base.
• Helpdesk & Live Chat: Provide customer support with integrated helpdesk and live chat tools, enhancing customer satisfaction.
• Sales Automation: Automate repetitive sales tasks, such as follow-ups and deal tracking, to streamline your sales process.
• Social Media Tools: Manage and schedule social media posts, track engagement, and analyze performance from a single dashboard.
• Web Analytics: Monitor website traffic and user behavior to make data-driven marketing decisions.

Benefits

• Affordable pricing makes it accessible for small businesses.
• Comprehensive features covering marketing, sales, and support.
• Easy to set up and use, with a user-friendly interface.
• Provides a unified view of customer interactions across different channels.

Ideal Users Small businesses, startups, and solo entrepreneurs looking for an affordable all-in-one CRM and marketing automation platform.

Pricing

• Free Plan: Limited features for up to 15 users.
• Basic Plan: $14.99/user/month (billed annually)
• Growth Plan: $49.99/user/month (billed annually)
• Pro Plan: $79.99/user/month (billed annually)

Pros and Cons

• Pros: Affordable, all-in-one solution, user-friendly.
• Cons: Limited customization, fewer advanced features compared to premium platforms.

7. Zoho CRM

Zoho CRM is a popular choice among small to medium-sized businesses due to its extensive feature set and affordability.

It’s part of the larger Zoho ecosystem, allowing seamless integration with other Zoho products like Zoho Campaigns, Zoho Desk, and Zoho Books.

Zoho CRM is known for its flexibility, offering customizable modules and dashboards that cater to various industries.

Key Features

• Multichannel Communication: Engage with customers via email, phone, live chat, and social media, all from a single platform.
• Sales Automation: Automate lead scoring, task assignment, and workflows to streamline sales processes and improve efficiency.
• Analytics and Reporting: Generate detailed reports and dashboards to track sales performance, forecast revenue, and monitor KPIs.
• Customizable Modules: Tailor the CRM to your business needs by customizing modules, fields, and layouts.
• AI-Powered Zia Assistant: Zoho’s AI assistant, Zia, helps with lead prediction, task automation, and data enrichment to enhance productivity.
• Mobile CRM: Access CRM features on the go with Zoho’s mobile app, available for both iOS and Android.
• Marketplace Extensions: Expand functionality with a wide range of third-party integrations available on Zoho’s marketplace.

Benefits

• Highly customizable, making it suitable for various industries.
• Seamless integration with other Zoho products and third-party tools.
• Strong automation features reduce manual tasks and improve efficiency.
• Affordable pricing with a robust free version available.

Ideal Users

Small to medium-sized businesses, sales teams, and organizations that require a flexible and scalable CRM solution with extensive customization options.

Pricing

• Free Plan: Limited to 3 users.
• Standard Plan: $14/user/month (billed annually)
• Professional Plan: $23/user/month (billed annually)
• Enterprise Plan: $40/user/month (billed annually)
• Ultimate Plan: $52/user/month (billed annually)

Pros and Cons

• Pros: Customizable, affordable, integrates with Zoho ecosystem.
• Cons: Can be complex to set up, support may be slow for free users.

8. Keap (formerly Infusionsoft)

Keap is designed for small businesses that need a robust CRM combined with powerful marketing automation features.

Originally known as Infusionsoft, Keap has evolved to provide a simpler, more streamlined experience while retaining the advanced automation capabilities that made it popular.

Keap is particularly well-suited for businesses looking to automate repetitive tasks and streamline customer management.

Key Features

• Lead Capture & Management: Capture leads through forms and landing pages, and manage them with built-in CRM tools.
• Automated Follow-Ups: Set up automated follow-up sequences based on customer behavior, ensuring no lead falls through the cracks.
• Sales Pipeline: Visualize your sales process with customizable pipelines to track deals and forecast sales.
• Email Marketing: Create and automate email campaigns with triggers, personalization, and segmentation.
• Appointment Scheduling: Integrated calendar and appointment scheduling tools to manage client bookings efficiently.
• E-commerce Integration: Sync with e-commerce platforms like Shopify and WooCommerce to manage sales and customer interactions in one place.
• Mobile App: Manage contacts, deals, and automation on the go with Keap’s mobile app.

Benefits

• Advanced automation features save time and improve efficiency.
• Comprehensive lead management and follow-up tools.
• E-commerce integration allows for seamless online sales and customer management.
• Strong focus on small business needs with easy-to-use tools.

Ideal Users Small businesses, solopreneurs, and teams looking for a CRM with powerful automation capabilities and e-commerce integration.

Pricing

• Lite Plan: $129/month for 500 contacts and 1 user.
• Pro Plan: $169/month for 500 contacts and 1 user.
• Max Plan: $199/month for 500 contacts and 1 user.
• Max Classic: Custom pricing (formerly Infusionsoft)

Pros and Cons

• Pros: Powerful automation, easy lead management, e-commerce integration.
• Cons: Expensive compared to other options, complex setup process.

9. Agile CRM

Agile CRM is a comprehensive CRM and marketing automation platform designed for small and mid-sized businesses.

It combines contact management, marketing automation, sales automation, and customer service into a single platform.

Agile CRM’s strength lies in its balance between features and affordability, offering robust tools at a price point that suits smaller businesses.

Key Features

• Contact Management: Store and manage contact information, track interactions, and segment contacts for targeted marketing.
• Marketing Automation: Automate email campaigns, social media marketing, and landing page creation with easy-to-use tools.
• Sales Automation: Automate tasks such as follow-ups, deal tracking, and appointment scheduling to streamline the sales process.
• Customer Service: Integrated helpdesk features allow businesses to manage customer support tickets and provide timely assistance.
• Lead Scoring: Automatically score leads based on engagement, helping sales teams prioritize their efforts.
• Web Engagement: Track website visitor behavior and use the data to trigger personalized marketing campaigns.
• Reports and Analytics: Generate detailed reports on sales, marketing, and customer service metrics to guide decision-making.

Benefits

• Affordable pricing with a feature set comparable to higher-end platforms.
• Integrated CRM, marketing, sales, and customer service tools in one platform.
• User-friendly interface with minimal learning curve.
• Strong automation capabilities help small businesses scale efficiently.

Ideal Users Small to mid-sized businesses, startups, and teams looking for an affordable, all-in-one CRM and marketing automation solution.

Pricing

• Free Plan: Limited features for up to 10 users.
• Starter Plan: $8.99/user/month (billed annually)
• Regular Plan: $29.99/user/month (billed annually)
• Enterprise Plan: $47.99/user/month (billed annually)

Pros and Cons

• Pros: Affordable, all-in-one solution, strong automation features.
• Cons: Limited integrations, customer support can be slow.

10. ActiveCampaign

ActiveCampaign is a leading CRM and marketing automation platform that emphasizes customer experience.

It provides a range of tools for email marketing, sales automation, and customer relationship management, all designed to help businesses create meaningful connections with their customers.

ActiveCampaign is known for its advanced automation capabilities and integration options, making it a top choice for businesses focused on customer engagement.

Key Features

• Email Marketing Automation: Create highly personalized email campaigns with triggers, workflows, and A/B testing.
• Sales Automation: Automate sales processes, including follow-ups, lead scoring, and deal management, to streamline sales workflows.
• Customer Experience Automation (CXA): Tools to automate customer journeys, ensuring consistent and personalized interactions across multiple touchpoints.
• CRM Integration: Manage customer interactions, track deals, and store contact information within the platform.
• Landing Pages: Build and optimize landing pages to capture leads and drive conversions.
• Advanced Reporting & Analytics: Generate detailed reports on campaign performance, sales pipelines, and customer interactions to make data-driven decisions.
• Integrations: Connect with over 850 apps, including Shopify, WordPress, Salesforce, and more, to extend the platform's capabilities.
• Machine Learning & Predictive Analytics: Use machine learning algorithms to predict customer behavior and optimize marketing efforts.

Benefits

• Advanced automation features enable highly personalized and targeted campaigns.
• Extensive integration options allow businesses to connect with their existing tools and platforms.
• Strong focus on customer experience helps businesses build meaningful relationships with their audience.
• Scalable solution suitable for businesses of all sizes, from small startups to large enterprises.

Ideal Users Businesses of all sizes, particularly those focused on customer experience, marketing agencies, and companies looking for advanced automation and integration capabilities.

Pricing

• Lite Plan: Starts at $29/month for 500 contacts.
• Plus Plan: Starts at $49/month for 500 contacts.
• Professional Plan: Starts at $149/month for 500 contacts.
• Enterprise Plan: Custom pricing available upon request.

Pros and Cons

• Pros: Powerful automation and personalization features, extensive integrations, scalable.
• Cons: Can be expensive for larger contact lists, steep learning curve for advanced features.

Conclusion

The platforms discussed in this article offer the best CRM and marketing automation tools. However, GoHighLevel stands out with its advanced and seamless workflow automation plus white label functionalities.

Frequently Asked Questions

1. What is CRM in marketing automation?

CRM in marketing automation refers to the integration of Customer Relationship Management (CRM) systems with marketing automation tools. This combination allows businesses to manage and analyze customer interactions and data throughout the customer lifecycle while automating marketing tasks and workflows.

2. What is the difference between a CRM and a marketing automation platform?

CRM (Customer Relationship Management) systems focus on managing customer data, interactions, and sales processes, while marketing automation platforms streamline and automate marketing tasks like email campaigns, social media posting, and lead nurturing. CRMs are more sales-centric, whereas marketing automation platforms are designed to drive and manage marketing efforts.

3. Why should small businesses invest in CRM and marketing automation platforms?

Small businesses benefit from CRM and marketing automation platforms by improving customer relationships, streamlining sales and marketing processes, and enhancing customer retention.

These tools help small businesses operate more efficiently by automating repetitive tasks, providing valuable insights into customer behavior, and enabling targeted marketing campaigns that can lead to higher conversion rates.

4. Can CRM and marketing automation platforms be integrated together?

Yes, many CRM and marketing automation platforms can be integrated. Integration allows for seamless data flow between sales and marketing teams, ensuring that customer data is up-to-date and marketing campaigns are aligned with sales goals.

This integration leads to a unified view of the customer journey and more effective targeting and personalization.

5. What are the key features to look for in a CRM and marketing automation platform?

Key features to look for include contact management, lead scoring, email marketing, analytics and reporting, campaign management, sales automation, and third-party integrations. Additionally, consider the platform's ease of use, scalability, and customer support options to ensure it meets your business needs.

6. How much do CRM and marketing automation platforms typically cost?

Costs vary widely depending on the platform and features. Basic plans for CRM systems can start around $12-$29 per month per user, while marketing automation platforms may start around $50-$99 per month.

Advanced plans with more features can cost several hundred dollars per month. Some platforms offer free trials or freemium versions to help businesses evaluate the tool before committing to a paid plan.

7. What are some popular CRM and marketing automation platforms for small businesses?

Popular platforms for small businesses include GoHighLevel, HubSpot, Zoho CRM, Keap, ActiveCampaign, and Monday.com. These platforms are known for their ease of use, scalability, and comprehensive feature sets that cater to the needs of growing businesses. They offer a range of pricing options to accommodate different budgets.

8. How can CRM and marketing automation platforms improve customer retention?

CRM and marketing automation platforms improve customer retention by providing tools for personalized communication, automating follow-up actions, and tracking customer interactions. By keeping customers engaged through targeted campaigns, timely follow-ups, and personalized offers, businesses can foster stronger relationships and encourage repeat business.

Additionally, these platforms provide insights into customer behavior, helping businesses address issues before they lead to churn.