Why look beyond Autopilot
Autopilot, now integrated into the Ortto platform, offers a visual interface for designing customer journeys and automating multi-channel marketing campaigns, including email, in-app messages, and SMS [source]. Its core strength lies in its drag-and-drop journey builder, which aims to simplify the creation of complex automation workflows. However, businesses may seek alternatives for several reasons. Some organizations require more extensive CRM capabilities, deeper integrations with specific sales tools, or a broader suite of marketing features beyond automation, such as advanced analytics or advertising management, that are not the primary focus of Autopilot's offering. Others might find the pricing structure, which scales with contact volume, to be a limiting factor as their database grows, prompting a search for platforms with different cost models or more comprehensive features at comparable price points. Furthermore, companies with highly specialized technical requirements might prefer platforms offering more extensive API access or developer tooling for custom integrations and unique workflow development.
The transition of Autopilot into Ortto also means that users are now part of a broader data platform, which might not align with the needs of businesses looking for a more focused, standalone marketing automation solution. While Ortto aims to unify customer data, analytics, and marketing, some users may prefer a dedicated tool that excels in specific automation tasks without the added complexity of a full-stack platform. Additionally, organizations with a significant reliance on specific advertising channels like Google Ads or Meta Ads might seek alternatives that offer more direct integrations or advanced features for managing paid media campaigns directly within their marketing automation suite, rather than relying solely on API connections or separate platforms.
Top alternatives ranked
-
1. ActiveCampaign — Comprehensive marketing automation with CRM capabilities
ActiveCampaign offers a marketing automation platform that integrates email marketing, marketing automation, and CRM functionalities. It provides a visual automation builder similar to Autopilot but extends its capabilities with a built-in sales CRM, allowing for a more unified approach to customer relationship management and lead nurturing [source]. ActiveCampaign supports a wide range of integrations with third-party applications, including e-commerce platforms, payment gateways, and analytics tools, which can be beneficial for businesses looking to centralize their marketing efforts. Its automation features include conditional logic, split testing, and goal tracking, enabling users to create intricate customer journeys. The platform also includes advanced segmentation options and personalized content delivery, aiming to enhance engagement across various touchpoints. For developers, ActiveCampaign offers an API to extend its functionality and integrate with custom systems.
Best for: Small to medium businesses needing integrated email marketing, CRM, and advanced automation for sales and marketing alignment.
Learn more about ActiveCampaign
-
2. GetResponse — Email marketing and all-in-one marketing platform
GetResponse provides an online marketing platform that includes email marketing, marketing automation, landing page creation, and webinar hosting. While Autopilot focuses heavily on visual journey building, GetResponse offers a broader suite of tools that cater to various aspects of digital marketing [source]. Its email marketing capabilities include autoresponders, advanced segmentation, and A/B testing, designed to optimize campaign performance. The marketing automation feature allows users to build workflows based on user behavior, similar to Autopilot's journey builder, but with additional tools like lead scoring and tagging. GetResponse also differentiates itself with its integrated webinar solution, which can be valuable for businesses that rely on live events for lead generation and customer engagement. The platform aims to be an all-in-one solution, potentially reducing the need for multiple separate tools. GetResponse offers an API for custom integrations.
Best for: Small businesses and entrepreneurs seeking an all-in-one platform for email marketing, landing pages, webinars, and basic marketing automation.
-
3. MailerLite — User-friendly email marketing with automation
MailerLite is an email marketing service that emphasizes ease of use, making it accessible for businesses new to marketing automation. While its visual journey builder is less complex than Autopilot's, it provides essential automation features for segmenting subscribers, sending automated emails, and managing campaigns [source]. MailerLite includes features like a drag-and-drop email editor, landing page builder, and website builder, allowing users to create cohesive marketing assets. It offers a free plan for up to 1,000 subscribers, which can be a cost-effective entry point for smaller businesses or startups. The platform focuses on delivering core email marketing and automation functionalities without the extensive CRM or advanced multi-channel capabilities found in more comprehensive platforms. MailerLite also provides an API for developers to integrate their applications.
Best for: Small businesses and individual creators prioritizing ease of use and affordability for email marketing and basic automation.
Learn more about MailerLite
-
4. Salesforce Marketing Cloud — Enterprise-grade marketing automation and CRM
Salesforce Marketing Cloud is an enterprise-level marketing automation platform that offers a comprehensive suite of tools for customer journey management, email marketing, mobile messaging, social media marketing, advertising, and analytics. Unlike Autopilot, which focuses on visual journey building for SMBs, Salesforce Marketing Cloud caters to large organizations with complex marketing needs and extensive customer databases [source]. It integrates deeply with the broader Salesforce ecosystem, including Sales Cloud and Service Cloud, providing a unified view of customer interactions across sales, service, and marketing. The platform's Journey Builder allows for highly sophisticated, data-driven customer journeys across multiple channels. It also offers advanced features like AI-powered personalization, predictive intelligence, and robust analytics for optimizing campaign performance. Salesforce provides extensive developer documentation and APIs for deep customization and integration.
Best for: Large enterprises requiring a comprehensive, scalable, and integrated marketing automation solution with extensive CRM capabilities.
-
5. Criteo — Retargeting and commerce media platform
Criteo specializes in commerce media, focusing on retargeting and personalized advertising solutions for e-commerce businesses. While Autopilot focuses on owned media channels like email and SMS, Criteo's strength lies in programmatic advertising across various online channels, including display, native, and video [source]. Its core offering involves using AI to deliver personalized ad recommendations to users who have previously interacted with a brand's website or app, aiming to drive conversions. Criteo's platform provides tools for managing ad campaigns, optimizing bids, and analyzing performance, particularly for product-level retargeting. It integrates with various e-commerce platforms and ad exchanges to reach a broad audience. For businesses heavily invested in driving sales through paid advertising and personalized product recommendations, Criteo offers a specialized solution that complements broader marketing automation efforts by focusing on the advertising component.
Best for: E-commerce businesses focused on retargeting, personalized advertising, and driving online sales through programmatic media.
-
6. Google Ads — Paid search and display advertising
Google Ads is a platform for running paid advertising campaigns across Google's search engine results, YouTube, and its network of partner websites. Unlike Autopilot, which focuses on customer journey automation through owned channels, Google Ads is a dedicated platform for acquiring new customers through paid media [source]. It allows businesses to target users based on their search queries, demographics, interests, and online behavior. Key features include keyword targeting, ad group management, bidding strategies, and performance reporting. Businesses use Google Ads to drive website traffic, generate leads, and increase online sales. While it doesn't offer marketing automation in the same vein as Autopilot, it is a critical tool for top-of-funnel customer acquisition and can be integrated with marketing automation platforms through APIs for lead syncing and conversion tracking. Google provides extensive developer resources for its advertising APIs.
Best for: Businesses aiming to acquire new customers through paid search advertising, display advertising, and video ads on Google's network.
-
7. Meta Ads (Facebook + Instagram) — Social media advertising for broad reach
Meta Ads, encompassing Facebook and Instagram advertising, provides tools for creating and managing ad campaigns across Meta's social media platforms. Similar to Google Ads, Meta Ads is a dedicated advertising platform, distinct from Autopilot's marketing automation focus [source]. It enables businesses to reach specific audiences based on detailed demographic, interest, and behavioral targeting data. The platform supports various ad formats, including image, video, carousel, and collection ads, suitable for brand awareness, lead generation, and e-commerce sales. Meta Ads Manager offers tools for campaign setup, budget management, A/B testing, and performance analytics. For businesses looking to leverage social media for customer acquisition and engagement, Meta Ads provides a powerful channel. Integration with marketing automation platforms can facilitate lead capture and audience synchronization, extending the reach of automated campaigns. Meta offers several SDKs and APIs for developers.
Best for: Businesses targeting specific demographics and interests on social media for brand building, lead generation, and e-commerce promotion.
Side-by-side
| Feature | Autopilot (Ortto) | ActiveCampaign | GetResponse | MailerLite | Salesforce Marketing Cloud | Criteo | Google Ads | Meta Ads |
|---|---|---|---|---|---|---|---|---|
| Primary Focus | Visual journey automation, multi-channel marketing | Email marketing, CRM, automation | Email marketing, all-in-one marketing | Email marketing, ease of use | Enterprise marketing automation, CRM integration | Retargeting, commerce media | Paid search & display advertising | Social media advertising |
| Core Products | Visual journey builder, email, in-app, SMS | Email, automation, CRM, messaging | Email, automation, landing pages, webinars | Email, landing pages, websites, automation | Journey Builder, email, mobile, social, ads, analytics | Retargeting, personalized ads, programmatic | Search, Display, Video, Shopping ads | Facebook, Instagram ads, Messenger ads |
| Best For | SMBs, visual journey mapping | SMBs, integrated sales/marketing | SMBs, all-in-one suite | Small businesses, ease of use, budget | Large enterprises, complex needs | E-commerce, driving sales via retargeting | Customer acquisition via search | Customer acquisition via social media |
| Free Tier/Trial | Free tier (2k contacts, 8k emails) | 14-day free trial | Free plan (up to 500 contacts) | Free plan (up to 1,000 contacts) | No free tier; demo available | Contact for demo | Free to start, pay per click | Free to start, pay per impression/click |
| Starting Paid (Approx.) | $99/month (10k contacts) | $29/month (1k contacts) | $19/month (1k contacts) | $10/month (1k contacts) | Custom pricing | Custom pricing | Variable (PPC model) | Variable (PPC/CPM model) |
| API Available | Yes [source] | Yes [source] | Yes [source] | Yes [source] | Yes [source] | Yes [source] | Yes [source] | Yes [source] |
| Compliance | GDPR | GDPR, CCPA | GDPR, CCPA | GDPR, CCPA | GDPR, CCPA, HIPAA | GDPR, CCPA | GDPR, CCPA | GDPR, CCPA |
How to pick
Selecting an alternative to Autopilot involves assessing your organization's specific marketing automation needs, budget constraints, and technical capabilities. The decision-making process can be structured around several key considerations:
1. Define your primary use case
- Visual Journey Building: If a drag-and-drop visual builder for complex customer journeys is paramount, platforms like ActiveCampaign and GetResponse offer similar functionalities to Autopilot, with varying degrees of complexity and additional features.
- Integrated CRM: For businesses that need to tightly integrate marketing automation with sales and customer service, ActiveCampaign with its built-in CRM, or the comprehensive ecosystem of Salesforce Marketing Cloud, would be more suitable. Salesforce is particularly strong for large enterprises requiring a unified customer view across departments.
- Email Marketing Focus with Simplicity: If your primary need is robust email marketing with straightforward automation, and you prioritize ease of use and affordability, MailerLite is a strong contender.
- Paid Media & Customer Acquisition: If your focus is on acquiring new customers through advertising, dedicated platforms like Google Ads for search and display, Meta Ads for social media, or Criteo for e-commerce retargeting, will be more effective. These platforms are not direct marketing automation alternatives but complement them by driving traffic into your automation funnels.
2. Evaluate scalability and pricing
- Growth Stage: Consider your current contact volume and anticipated growth. Autopilot's pricing scales with contacts, a model shared by many alternatives. Compare the cost per contact across platforms at different tiers to project long-term expenses.
- Budget Constraints: For startups or small businesses with limited budgets, MailerLite and GetResponse offer competitive pricing and free tiers that can provide significant value. Larger organizations may find the investment in Salesforce Marketing Cloud justifiable for its extensive features and scalability.
- Feature-Based Pricing: Some platforms offer different tiers based on feature sets. Ensure the chosen tier includes all necessary functionalities without overpaying for unused features.
3. Assess required integrations and developer support
- Ecosystem Integration: List all critical third-party tools you use (CRM, e-commerce, analytics, helpdesk). Verify that the alternative offers native integrations or provides a robust API for custom connections. Platforms like ActiveCampaign and Salesforce Marketing Cloud are known for their extensive integration capabilities.
- Developer Resources: If your team plans to build custom solutions or requires deep integration, examine the quality and completeness of the API documentation and developer SDKs. Platforms like Salesforce, Google Ads, and Meta Ads offer comprehensive developer resources.
4. Consider user experience and support
- Ease of Use: Test the user interface and visual builders through free trials or demos. A platform that is intuitive for your team can reduce onboarding time and increase adoption. MailerLite is often cited for its user-friendliness.
- Customer Support: Evaluate the availability and quality of customer support channels (live chat, email, phone, knowledge base). Reliable support can be crucial, especially during initial setup or when encountering complex issues.
By systematically evaluating these factors against your specific business context, you can identify an Autopilot alternative that best aligns with your marketing automation strategy and operational requirements.