August 29, 2021

Best Marketing Automation Software for Law Firms

Lawyer's computer with analytics on the screen

Managing a marketing campaign can be an arduous task for law firms. Keeping your email list updated, running A/B testing, ensuring you’re not over-delivering content, and making sure the right clients get the right content at the right time is often a full-time job depending on the size of your email list.

Thankfully, tools like marketing automation software can do it all for you. You can focus on your cases and clients while it acts as your marketing team. It saves time, makes the process efficient, and can work without your supervision. Taking advantage of this latest technology can keep you ahead of the competition.

There are many law firm marketing automation software options available today, but which is the best one? Let’s examine the four software used by most companies and compare them.


Hubspot is one of the first marketing software options introduced for businesses, having launched in 2010. In the last decade, it has improved vastly, making it one of the most robust products available. It’s a versatile set of tools that can handle everything from marketing to customer service and sales management.

Not only that, it has four payment tiers. Each successive tier gives more access to features depending on what your firm needs. Here are some of the biggest reasons why you’d want to choose Hubspot:

All Your Data in One Place

Hubspot makes it easy to access all your data for analytics in one place. From there, you can integrate any CRM you have in place to ensure you remain engaged with your audience. Being able to check all information in one place makes work faster and allows you to make improvements that take everything into account instead of blindly guessing.


Hubspot has partnered with many companies, so you can integrate a vast selection of different tools with it to make work efficient. To give you an idea, you can access WordPress, Outlook, Gmail, and many more applications on one platform.

A Learning Tool

Hubspot has everything you need to master the software with its academy courses. These courses cover a variety of topics relevant to improving your business, such as modern marketing trends and ways to improve your customer service.


Hubspot can grow as your law firm grows. You can opt for the free version first and then upgrade to the paid tiers when it makes sense for your business.


Many call ActiveCampaign a hidden gem because of its well-thought-out design. Despite this, many people haven’t heard about it, and even fewer use it. Like Hubspot, it’s been slowly working to make improvements and add features over the years. Here are some reasons you may want to use ActiveCampaign:

Low Price

The lowest price tier of ActiveCampaign starts at $9 per month with no upfront payments whatsoever, making it an affordable option compared to many other options. This also makes it ideal for people who aren’t sure what they need yet as they can try the software out without committing to a huge expense.

Zapier Integration

While it doesn’t have the wide selection of integration options that Hubspot has access to, you can take advantage of ActiveCampaign’s integration with Zapier. When you do so, you can use many of the features located within that app. However, a subscription to Zapier is required.

Automated A/B Testing

One of the secrets to successful marketing is A/B testing, as what works for one firm may not work for another. ActiveCampaign does all the testing for you so that you don’t have to. Most marketing automation tools have individual emails, and you will not be able to test things out dynamically.


Pardot has gone through many iterations, with its latest after its 2013 acquisition by Salesforce. Because of this, you’ll find other features within Pardot that are not available to other software. The only thing that draws back Pardot is its high price, intended for B2B organizations at an enterprise level.

The lowest price of Pardot is $1,000 a month, while you’ll gain access to more features by paying $2,000 a month. Does its pricing justify what you get? Here are some reasons why many think so:

Salesforce Integration

As a subsidiary of Salesforce, it has a built-in CRM. As such, you get more than just marketing automation software. Salesforce has a good reputation with their software, and their compatibility here makes it enticing.

Lead Deck Feature

Pardot tracks the activity of any prospect that visits your page. If they have a high chance of converting, you’ll get an update and can send them an email. This real-time feature helps you catch any opportunities quickly.

Top-Notch Customer Support

Pardot puts a lot of focus on providing customer support, and it shows. It has many good reviews because of its customer service. The company takes time to train its staff to learn the ins and outs of the system so they provide expert-level support.


Pardot is highly customizable, allowing you to make adjustments as needed. Very few automation tools have this feature. It gives you more control by setting parameters that would be best for your marketing automation.


When it comes to automated marketing software, you’ve heard of the name Keap, formerly known as Infusionsoft. It is well-known for a reason, providing many features in a system for anyone wanting to improve their marketing. It includes CRM, sales management, e-commerce, and more. Here are some reasons you may want to get into InfusionSoft:

Constant Updates and Upgrades

Infusionsoft has a dedicated team that researches any new trends and tools for the success of its clients. It’s allowed them to build a loyal customer base. Because of their consistent upgrades, the software evolved to being an all-in-one tool.

Dedicated Coaching and Training

After you pay for the setup and software, InfusionSoft will assign you a coach to guide you through the process. The coach will walk you through the process and even provide some strategies. You’ll need it as there is a lot to process when you first open the program.

Detailed Reports

As soon as you get the software to work, it begins gathering data and provides you detailed reports. It shows you a bit more insight into your business and aspects you can improve. It does well when showing you metrics that need improvement, and you may not be aware of them at first.

Membership Integration

You can integrate any other membership software and programs with Infusionsoft, allowing you to use popular tools and get more work done on one platform. Some of the programs that work well with it include WordPress and CustomerHub.

Good Email Policies

Infusionsoft does its best to respect your customers and leads. They do not bombard them with automated emails that could lead to you losing subscriptions. As a result, the emails don’t often get marked as spam.

The Verdict: Which Is Best?

Law firm marketing automation is well worth the expense, but the biggest question most firms ask is: how much should they spend? You don’t want to spend too much, only to discover that you don’t like the software or that it has too many features you won’t use.

Hubspot stands ahead of the pack because you can try it for free, and its features scale with your needs. It is also the software that has the most integration and compatibility with popular software. And if you’re looking for automation, its tools are user-friendly and their educational library can empower you to become a wizard at marketing.

If you need help with creating a strategic marketing plan and making a choice on software, reach out to us. Our team can help you create a customized plan to achieve your firm’s growth goals.

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