Interview with Carlos Gil from GetResponse
In this interview I speak with Carlos Gil, an expert in digital marketing and the Global Head of Brand Marketing at GetResponse a marketing automation company with a long track record in email marketing.
Listen on ITunes
See the video on Youtube.
First, let's take a look at the state of Marketing Automation space and players:
The marketing automation industry is experiencing robust growth, driven by the increasing digitalization of businesses and the adoption of advanced technologies like artificial intelligence (AI). In 2024, the global marketing automation market was valued at approximately $6.65 billion and is projected to grow at a compound annual growth rate (CAGR) of 15.3% from 2025 to 2030.
Marketing automation has become a cornerstone of modern digital marketing, allowing businesses to scale customer interactions, optimize engagement, and drive conversions across multiple channels. From email campaigns to social media, SMS, and AI-driven chatbots, automation tools are reshaping how brands connect with consumers.
At the heart of marketing automation is email marketing, one of the most mature and effective channels for customer communication. However, the space is evolving rapidly, with AI-driven solutions transforming traditional automation approaches.
We categorizes the marketing automation landscape into two distinct segments:
1. Traditional marketing automation platforms: These platforms offer rule-based automation, lead nurturing, and email/SMS marketing tools, widely adopted by businesses of all sizes.
2. AI-driven & next-gen platforms: These leverage machine learning, generative AI, and predictive analytics to hyper-personalize campaigns, optimize content dynamically, and automate engagement with minimal human input.
Traditional Marketing Automation Leaders
These platforms have long been industry standards, offering a combination of email, SMS, and workflow automationwith strong CRM and e-commerce integrations. They rely on predefined rules, user segmentation, and scheduled actions to execute marketing campaigns.
HubSpot Marketing Hub
A full inbound marketing suite combining email marketing, lead nurturing, and CRM.
Best for businesses needing a centralized marketing automation platform with deep CRM integration.
Salesforce Marketing Cloud
Enterprise-level omnichannel automation, including email, social media, and paid advertising.
Strong in personalization and journey-based automation, ideal for large organizations.
Marketo Engage (Adobe)
Specializes in B2B marketing automation, including lead scoring, account-based marketing (ABM), and AI-assisted analytics.
Best for businesses needing advanced lead management and nurturing tools.
ActiveCampaign
Combines email marketing, CRM, and sales automation with highly customizable workflows.
A great choice for SMBs looking for strong automation features without enterprise complexity.
GetResponse
A versatile platform that integrates email marketing, webinar hosting, and lead management.
Suitable for businesses seeking an all-in-one automation tool at an affordable price.
Brevo (formerly Sendinblue)
Known for affordable and scalable email/SMS marketing automation.
Strong in transactional emails and real-time customer messaging.
Klaviyo
An e-commerce-focused marketing automation platform with deep integrations for Shopify, WooCommerce, and Magento.
Best for businesses seeking data-driven customer segmentation and email/SMS automation.
AI-Driven & Next-Gen Marketing Automation Platforms
These platforms go beyond traditional rule-based automation, using machine learning, AI-generated content, and real-time behavior analysis to improve engagement and efficiency. They optimize marketing messages dynamically and adjust campaign strategies based on predictive analytics.
Seventh Sense
Uses AI to determine the best send times for email campaigns, increasing open rates.
Optimized for HubSpot and Marketo users.
Rasa.io
AI-powered email personalization, dynamically curating content for each subscriber.
Best for businesses that send regular newsletters.
Phrasee
AI-generated subject lines and copy to maximize engagement rates.
Uses natural language processing (NLP) to refine messaging based on campaign performance.
Drift
Conversational AI for email and chatbots, automating replies and follow-ups.
Ideal for B2B sales teams looking to qualify leads automatically.
Firsthand (Website)
Uses AI-powered brand agents to automate engagement across multiple digital channels.
Designed for publishers and brands looking to scale outreach with minimal human involvement.
Omneky
AI-powered ad and email creative optimization.
Uses machine learning to test, refine, and optimize marketing messages.
Contact Carlos on Linkedin
What is happening to Search and Discovery? Interview with Nate Barad from Algolia
Conversation on AI Strategy and DEI with Art Lawida
What is AGI and how do we get there! Interview with AGI pioneer Peter Voss
