7 Marketing Automation Tools for Creating Cross-Channel Marketing Campaigns

Navigating the complex world of marketing automation tools just got easier with this insightful guide, featuring expert opinions on top platforms for cross-channel campaigns. From seamless HubSpot integration to Klaviyo’s robust email and SMS marketing capabilities, uncover the secrets to multi-channel success. This article distills the essence of each tool, helping marketers to make informed decisions in orchestrating their customer journeys

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HubSpot Integrates Seamlessly for Cross-Channel Campaigns

For marketing automation, HubSpot has been our primary tool. We have been using it for creating and managing cross-channel marketing campaigns. It integrates seamlessly with email, social media, web, and ads, enabling us to manage campaigns across multiple platforms from a single dashboard. HubSpot’s automation workflow is best-in-class; it enables you to create end-to-end campaigns for ABM, nurturing campaigns, and goal-based campaigns as well. 

HubSpot’s robust audience segmentation helps in creating campaigns with personalized messages to specific customer groups. It provides in-depth campaign analytics, allowing us to measure performance, track ROI, and refine our strategies to maximize results. HubSpot integration extends to almost all tools that can be or are used in sales & marketing, and it also is great for building lead tracking funnels.

Ajitesh Agarwal, Associate Director, Marcitors

Semrush Offers Essential Integrated Marketing Features

Semrush is the way to go here. Because it includes so many essential marketing features, it’s a great choice for an integrated marketing approach. Its AI automation tools are much more than just fluff, especially when it comes to work like tracking performance metrics and automating posts. 

Nick Valentino, VP of Market Operations, Bellhop

Sense Ensures Multi-Channel Talent Engagement

Sense’s talent engagement platform has been an essential tool for creating cross-channel marketing campaigns. Sense gives the option to send emails, SMS messages, or chatbots when building journeys, ensuring we reach talent across multiple communication channels. The scheduling features and audience rules make it a seamless process to send out campaigns to targeted groups at certain cadences.

Kalyn Potyrala, Marketing Automation Specialist, Riley Decker Companies

Klaviyo Provides Robust Email and SMS Marketing

For Shopify, Klaviyo is an excellent marketing automation tool for cross-channel campaigns. It offers a free plan, making it accessible for smaller businesses, and scales effectively as your audience grows—all at a reasonable cost. Klaviyo’s integration with Shopify and its introduction to customer data platforms make it particularly valuable for businesses looking to personalize campaigns and better understand their audience. Its robust email and SMS marketing features help companies deliver targeted messages across multiple channels, driving engagement and conversions. It’s a wise investment for businesses focused on growth.

Mike Zima, Chief Marketing Officer, Zima Media

ActiveCampaign Powers Versatile Cross-Channel Campaigns

When it comes to creating cross-channel marketing campaigns, my go-to tool is ActiveCampaign. It’s hands-down one of the most versatile marketing automation platforms out there. Whether you’re juggling email, SMS, or even site tracking, it ties everything together seamlessly so your campaigns actually flow across channels instead of feeling like a scattered mess.

Here’s an example of how I used ActiveCampaign for a client who needed a multi-touch campaign to drive eCommerce sales. We started with email—sending targeted offers to their segmented lists based on customer behavior. For those who didn’t open the emails, we set up automated follow-up SMS messages with shorter, punchier content like, “Still thinking it over? Your 10% off deal expires tonight!” 

And here’s where ActiveCampaign really shined: it tracked each lead’s behavior across channels. If someone clicked through the SMS and browsed a product but didn’t purchase, they’d trigger a dynamic retargeting email featuring that exact product—like magic.

The result? Engagement rates went through the roof because we met customers where they were. Email, SMS, and website tracking worked together to create a seamless experience, boosting conversions by 35% in under two weeks.

Why do I prefer ActiveCampaign? It’s insanely powerful but still easy to use. It integrates with pretty much everything (Shopify, Facebook Ads, WordPress—you name it) and lets you automate complex workflows without pulling your hair out. Plus, the real-time tracking and reporting let you see exactly what’s working and optimize on the fly.

My advice? If you’re serious about cross-channel marketing, pick a tool like ActiveCampaign that connects all your platforms and automates the heavy lifting. Customers don’t care about channels—they care about experiences. And when your messaging feels cohesive, personalized, and timely across email, SMS, and beyond, they’re WAY more likely to convert.

Georgi Petrov, CMO, AIG MARKETER

Optimove Excels in Customer Journey Orchestration

Optimove is one of the best marketing automation tools for designing cross-channel marketing campaigns. It is the most adept at managing and orchestrating customer journeys across various channels: email, SMS, mobile push notifications, etc. I like using Optimove because it is quite good at audience segmentation through behaviors and preferences for delivering a highly personalized message to a customer. The intuitive interface simplifies the design of campaigns and is easy to use, even for people without deep technical expertise. Furthermore, analytics tools in Optimove offer clear insight into the performance of the campaigns, thereby ensuring continuous optimization and engagement over time. With this, my marketing efforts will not only be efficient but also effective in customer loyalty and satisfaction.

Sheraz Ali, Founder & CEO, HARO Links Builder

Marketo Unifies Multi-Channel Marketing Efforts

When it comes to orchestrating cross-channel marketing campaigns, Adobe Marketo Engage is my top choice. Let me share why, based on a project that highlighted the importance of unified marketing efforts. 

A tech client I worked with had a challenge: their audience engaged inconsistently across channels. While email campaigns performed well, these same leads didn’t convert on social media, webinars, or other touchpoints. The lack of cohesion stalled their marketing funnel. 

Marketo changed the game. Using its automation workflows, we tracked lead behavior across channels. For example, if someone clicked an email but didn’t register for a webinar, Marketo automatically sent a tailored follow-up email and retargeted them with LinkedIn ads. This personalized cross-channel approach doubled webinar attendance and boosted engagement by 40%. 

Why Marketo Excels

• Unified Campaign Management: Marketo connects all channels—email, social, paid ads-ensuring consistent messaging and seamless lead nurturing.
• Advanced Personalization: It uses behavioral data to tailor campaigns. We segmented our audience, sending demos to “hot” leads and educational content to colder ones.
• ROI Tracking: Marketo’s analytics provided real-time insights, helping us refine strategies mid-campaign and measure what worked. 

Practical Tips for Using Marketo

• Start Simple: Begin with one workflow or channel and gradually expand. Marketo’s learning curve is real, but its potential is worth it.
• Focus on Personalization: Use segmentation to deliver relevant messaging for different audience groups—it’s key to driving engagement.
• Track Metrics Closely: Pay attention to metrics like conversions and ROI to optimize campaigns in real time.
• Integrate with CRM: Pairing Marketo with your CRM offers a complete view of your customer journey, enhancing both alignment and results. 

If Marketo feels too advanced, consider Pardot by Salesforce for easier integration or HubSpot for its simplicity. That said, Marketo’s ability to unify multi-channel efforts and provide deep analytics makes it ideal for complex campaigns. 

In marketing, every campaign tells a story. Tools like Marketo ensure that story is consistent, compelling, and impactful across every channel.

Vishal Shah, Sr. Technical Consultant, WPWeb Infotech

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