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7 Top Automation Tools for Digital Marketers & Startups (2024)

Automation tools are epic for growth marketers like myself to build and automate key workflows fast. Not just marketers though, they're great for operations, analysts, product managers, and essentially anyone wanting to build more efficient and scalable processes and workflows.

by Dan Siepen
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Automate

About: 
A popular solution on the market used by many startups, marketers and product managers is Automate.io

Top Features:

The editor for building automation workflows between apps is easy-to-use via drag-and-drop functionality. You can build one-to-one workflows, to multi-step and multi-app workflows - as complex as you would like to create.
A really good job they've done is the ability to add logic and rules within workflows. So everything from filters, the way the data is formatted, conditional logic, sentiment analysis, time delays plus more.
There are plenty of templates to choose from to speed up workflow creation, as well as over 200 integrations. It's also easy to collaborate within the editors between users. Additionally, there are good data controls and security options.
intuitive
Sharing
Collaboration
Pricing: 
There's a freemium version that allows 5 bots and up to 300 monthly actions. Then pricing begins at $9.99 per month, billed annually. There are also growth and business plans available for creating many bots and more actions per month.
Web/App
Freemium
$-$$$$
Learn more
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Zapier

About: 
If you're a growth marketer oike, how could you not love Zapier? Certainly one of the best platforms for connecting apps, building and automating workflows and more.

Top Features:

You can use this platform to essentially build whatever workflows that come to mind. Connect apps together, such as Airtable and Slack to run notifications, to Gmail and Google sheets with new email replies being populated into sheets - the possibilities are almost endless.
If you're fairly new to Zapier or have minimal experience, there are plenty of templates available to get you started. Just select whatever your current tools are, and see what's possible if they were to connect. Some integrations are premium, so you will need to upgrade.
You can setup up two-step integrations, or even multiple step flows. I've personally built 10+ step flows before that work wonders. Once you understand the full potential, you can build real businesses using no code.
Workflows
Automation
Integrations
Pricing: 
Zapier is free to use for up to 5 'zaps' (integrations between tools) with up to 100 tasks per month. For more 'zaps' and more tasks per month, plans begin at $19.99 per month.
Web/App
Freemium
$-$$$$
Learn more
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Make (fmr. Integromat)

About: 
Make (which was formerly Integromat) is a robust automation workflow platform that is packed with features for customisation and other advanced features.

Top Features:

There are over a 1000 applications that you choose from to create simple and complex workflows. Not only that, can connect API's with Make.
You can visually build your automations, but where it gets exciting is the ability to see in greater detail every execution of a task, use functions, routers, scheduling of tasks, filters, error handling and so much more.
What's really awesome is that there 1000's of templates to choose from, giving you inspiraition for what's possible as well as a kickstart to using the platform.
Advanced
System
no code
Pricing: 
A freemium plan is available, so you can test out the platform for free and execute some workflows. For more operations, storage and less time between intervals, pricing starts at $9 per month.
Web/App
Freemium
$-$$$$
Learn more
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IFITT

About: 
One of the original automation tools that has been around for years used by startups and enterprises is IFITT (If This Then That).

Top Features:

It's come a long way since I first started using it a few years ago. The platform is really slick and setting up automations between apps has come as easy as making pie.
Simply choose which apps you want to perform a certain action, then choose a key trigger, such as save tweets. Select an action such as saving tweets into Google sheets. Then, your done. It's as simple as that.
There are over 700 possible integrations, which doesn't include the various triggers and actions you can create for each. You can also download apps from the Apple Store and Google Play Store so you can access and monitor your automations from anywhere.
Mobile app
Customisation
Pricing: 
A free plan is an option, but limited with the amount of automations you can do. Monthly pricing then starts at $5 per month for 20 applets.
Web/App
Freemium
$-$$
Learn more
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Workato

About: 
Workato is a platform for larger organisations who are wanting to create complex workflows across a range of departments and processes.

Top Features:

From Robotics Process Automation (RPA), to iPass, chatbots, API management and more, this is an end-to-end solution for growing organisations who need serious automation capabilities.
You can create visual workflows that are really powerful, and intelligent enough to replace normal workers conducting those tasks. You can also incorporate smart bots to streamline processes, as well as advanced logic, branching and more.
To even build the most advanced workflows and automations, to do most of the things you're wanting to do, doesn't even require code. Perfect to enable non-developers to create pretty much whatever process that requires automation.
Enterprise
RPA
Lightning fast
Pricing: 
You can book a demo to find out more.
Web/App
Demo
$-$$$$
Learn more
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n8n.io

About: 
This is a really nice automation workflow platform that I came across not long ago called n8n. Best thing yet, it's free.

Top Features:

Create workflows between your favourite applications, or even your own custom applications. You can host n8n in the cloud or locally.
Working with the interface is easy with the cloud-based tool. Go further with more customisation with nodes for JS apps, webhooks, and more.
The platform also helps you create logic and rules between flows. Pretty awesome for a platform that is free.
great value
no code
extendable
Pricing: 
It's free to use.
Web/App
Free
$
Learn more
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Tray

About: 
A popular low-code automation tool in the market that has gained a lot of traction within the growth marketing and tech startup community is Tray.io

Top Features:

Create visual workflows from simple one-to-one connectors to multi-step, complex automations that could go 10+ steps. There are also plenty of logic, branch, boolean conditions and other trigger rules you can incorporate.
The interface to build workflows is fairly easy to use, even for less tech-savvy product managers or marketers. It's very much a drag-and-drop experience. Lots of ways to transform and format data between apps.
You can essentially automate any event you want between cloud tools and integrations, such as email automation triggers, forms, webhooks, and lots more.
Enterprise
real-time activity
scalability
Pricing: 
Pricing is skewed towards larger organisations and fast growing startups, with pricing beginning at $695 per month. Larger plans with more advanced features are available.
Web/App
Demo
$-$$$$
Learn more
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Updated on:
December 8, 2023
Note: Pricing, plans, and homepage images change overtime. Pricing recorded as of 3rd April, 2022. If you see any changes required, please let me know. If you suggest any tools to add, get in touch. 😊

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⚡ Frequently Asked Questions ⚡

What are the best automation tools for startups and marketers?
As a growth marketer, I rely on automation tools to improve processes and build workflows that are built for scale. Whether it's one-on-one connections between apps, or multi-app workflows, these 3 platforms are hands down the best: Zapier, Automate.io and Integromat. Honestly, I don't know what I would do with these tools.
What are the top workflow automation tools for enterprises?
You can use any of the tools I've mentioned in this post for enterprise companies. If you require more customisation options, such as API's, then Integromat and Zapier are your best options.
Which is the most user-friendly or easiest workflow automation tool for non-technical people?
My recommendation for this would be Zapier. The UX is really awesome and there is a good ecosystem with plenty of guides, videos and forums to help you. I personally find it enjoyable to use and easy for doing multi-step workflows.
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All rights reserved | 2024
I help SaaS, eCommerce brands and startups with Growth Marketing in Sydney, Melbourne, Australia & abroad. I also love strategy, product & community-building.

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