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In today's newsletter:
Saturday Resource Drop: The Ultimate Marketing Automation Stack for Microteams
If you run a microteam, marketing usually looks like this:
You ship something.
You post about it once.
You forget to email anyone.
You swear you’ll set up automation later.
Later never comes.
Marketing automation is all about not dropping the same ball every week.
The goal of marketing automation, as it says on tin, is a means by which to keep necessary marketing and sales pipelines activities cranking to maximize your time and the outcomes. Sounds like just what Microteams need!
What “Good” Looks Like for Microteams
For a team under ten people, good marketing automation means:
Every lead gets followed up
Onboarding runs without babysitting
Your best ideas compound instead of disappearing
Marketing still runs when you’re heads-down building
What it does not mean:
Enterprise software cosplay
Over-segmented CRM hell
Automation built for a team you don’t have yet
The goal is boringly consistent leverage that works well and consistently.
The Marketing Automation Stack
Note: Some of the links are affiliate links. If you end up using a tool we recommend, it’s a small way to support Exponential Scale at no extra cost to you. Importantly, if a tool or resources listed here isn’t good enough to recommend without an affiliate link, it doesn’t belong here. We recommend resources because they’re useful, not because they have affiliate programs. Plenty of the resources below don’t.
START HERE: The Foundation
1. HubSpot (Free or Starter)
Type: CRM + marketing hub
Link: https://www.hubspot.com
HubSpot is boring in the best possible way. It tracks humans, remembers conversations, and sends emails without drama. The free tier is shockingly usable for microteams.
Why it works for small teams:
One system of record. No duct tape required.
Solves: Lost leads, forgotten follow-ups, “who talked to this person last?”
Notes: Ignore 80 percent of the features. Use contacts, pipelines, and basic automation. Done.
2. Customer.io
Type: Lifecycle messaging
Link: https://customer.io
Customer.io is your reflex system. It sends the right message based on what users actually do, not what you hope they do.
Why it works for small teams:
Behavior-based automation without enterprise overhead.
Solves: Onboarding drop-off, activation gaps, silent churn.
Notes: Requires setup discipline. Worth it if product usage matters.
3. Zapier
Type: Automation glue
Link: https://zapier.com
Zapier connects your tools so you stop copy-pasting data like it’s 2009.
Why it works for small teams:
Fast automation without engineering time.
Solves: Manual handoffs, missed steps, repetitive admin work.
Notes: If you have more than ten zaps, simplify your process.
Messaging That Doesn’t Annoy People
4. MailerLite
Type: Email automation
Link: https://www.mailerlite.com
MailerLite is quietly one of the best email automation tools for small teams that want power without punishment. It covers broadcasts, sequences, tagging, and basic logic without turning setup into a side quest.
Why it works for small teams:
It hits the sweet spot between capability and sanity. You can get real automation live quickly, and you don’t need a dedicated “email person” to keep it running.
Solves: Newsletter management, onboarding sequences, simple lifecycle automation, and “we should probably email these people” moments.
Notes: Very affordable. UI is straightforward. Not built for complex sales pipelines, so pair it with a CRM if needed.
5. Loops
Type: Product email
Link: https://loops.so
Loops is modern email infrastructure designed for SaaS teams that care about polish.
Why it works for small teams:
Clean UI and strong API without unnecessary complexity.
Solves: Transactional and lifecycle email at scale.
Notes: Slightly technical. Worth it for product-led teams.
6. Twilio
Type: SMS + messaging
Link: https://www.twilio.com
Twilio enables automated SMS for moments that actually matter.
Why it works for small teams:
High-impact messaging when used sparingly.
Solves: No-shows, forgotten trials, time-sensitive nudges.
Notes: Abuse SMS and you earn churn.
Triggers, Logic, and Glue
7. Segment
Type: Event tracking
Link: https://segment.com
Segment centralizes event data so every tool speaks the same language.
Why it works for small teams:
One tracking setup instead of six.
Solves: Broken triggers, inconsistent analytics.
Notes: Set it up once. Don’t over-instrument.
8. Make
Type: Visual automation
Link & Offer: Register with this link to enjoy a free one month Make Pro plan with 20,000 credits. Expires 30 June 2026.
Make provides powerful, visual workflows with branching logic and error handling.
Why it works for small teams:
Serious automation power without enterprise pricing.
Solves: Multi-step workflows Zapier can’t handle.
Notes: Slight learning curve. Worth it when automation touches revenue.