Make

Make (formerly Integromat) is a no-code automation platform that lets marketing teams build complex workflows by connecting apps visually. Unlike traditional marketing automation platforms that focus on email and campaigns, Make operates as a universal connector layer—it can orchestrate actions across your entire martech stack, from CRM to analytics to content tools. The platform uses a visual scenario builder where you drag connectors between app modules, set conditions, and trigger actions based on data flows. It's fundamentally different from Zapier in philosophy: Make emphasizes powerful data transformation, conditional logic, and complex multi-step workflows rather than simple point-to-point integrations.

The genuine strategic value lies in workflow complexity and data transformation capabilities. Make excels when you need to: aggregate data from multiple sources before pushing to your CRM, conditionally route leads based on scoring logic, transform data formats between incompatible systems, or create approval workflows that span departments. The platform includes built-in HTTP modules, JSON parsing, and array handling—meaning you can manipulate data mid-workflow without external tools. For marketing teams managing complex customer journeys across fragmented systems, this eliminates the need for custom development or expensive middleware. The visual interface is genuinely intuitive once you understand the module-based paradigm, and the community marketplace offers pre-built templates for common marketing scenarios.

However, Make demands a steeper learning curve than competitors and isn't the right choice for simple integrations. The free tier (1,000 operations/month) is genuinely useful for testing but becomes restrictive at scale—a single complex workflow can consume hundreds of operations monthly. Pricing jumps significantly at the Business tier ($299/month), making it expensive for small teams with basic needs. The platform's strength in data transformation becomes overkill if you're just syncing contacts between two systems. Best fit: mid-market B2B teams with 5+ marketing tools, complex lead qualification logic, or data enrichment requirements. Skip it if you need simple Slack notifications or basic email-to-CRM syncing.