Top 10 Marketing Automation Software Platforms Compared
By Sheila Morgan | Published: 2025-04-01 | Category: Marketing Automation Software
About Marketing Automation Software
Marketing automation software helps businesses streamline, automate, and measure marketing tasks and workflows. It enables personalized customer journeys across multiple channels like email, social media, and websites.
Scoring Criteria
- → Ease of Use
- → Feature Set
- → Integration Capabilities
- → Customer Support
- → Value for Money
The Best Marketing Automation Software
#10
Omnisend
By Omnisend
An e-commerce-focused marketing automation platform offering email, SMS, push notifications, and strong segmentation.
Platforms & Use Cases
Platforms: Web
Best For: E-commerce (SMB to Mid-Market), DTC Brands
Key Features
- ✓Omnichannel Automation: Combine Email, SMS, and Web Push Notifications in single automation workflows. (High)
- ✓E-commerce Integration: Deep integration with Shopify, BigCommerce, WooCommerce etc., for personalized campaigns. (Very High)
- ✓Segmentation: Segment audiences based on shopping behavior, campaign engagement, and profile data. (High)
- ✓Email Marketing: Drag-and-drop builder, templates, A/B testing, campaign booster. (High)
- ✓Forms & Popups: Various signup forms (popups, landing pages, wheel of fortune) for list building. (Medium)
Scorecard (Overall: 8.2 / 10.0)
Pricing
Free
Contact Vendor
- Up to 250 contacts
- Email campaigns
- Basic segmentation
- Popups & Forms
Limitations: Send limits (500 emails/mo), Omnisend branding, Limited features
Standard
$16.00 / Monthly
- Based on contact count
- Email automation
- SMS campaigns
- Audience segmentation
Limitations: Send limits based on plan price, Limited SMS credits
Pro
$59.00 / Monthly
- Includes Standard features
- Web Push Notifications
- Advanced reporting
- Higher send limits
- Free SMS credits
Limitations: Contact tiers
Pros
- + Excellent for e-commerce
- + Strong omnichannel capabilities (Email, SMS, Push)
- + User-friendly interface
- + Good value pricing structure
- + Helpful e-commerce specific features
Cons
- - Primarily focused on e-commerce, less ideal for B2B
- - Reporting could be more advanced on lower tiers
Verdict
"A top contender for e-commerce businesses looking for powerful, easy-to-use omnichannel automation."
#9
Keap (formerly Infusionsoft)
By Keap
Combines CRM, marketing automation, and sales automation, specifically designed for service-based small businesses.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: Small Businesses, Service Providers, Consultants, Coaches
Key Features
- ✓CRM & Pipeline Management: Centralized contact management and visual sales pipeline. (High)
- ✓Marketing & Sales Automation: Campaign builder for automating lead capture, follow-up, and tasks. (High)
- ✓Appointments & Scheduling: Built-in scheduling tool that integrates with campaigns. (High)
- ✓Invoicing & Payments: Create and send invoices, process payments directly within the platform. (Medium)
- ✓Landing Pages: Build simple landing pages for lead capture. (Medium)
Scorecard (Overall: 7.4 / 10.0)
Pricing
Pro
$159.00 / Monthly (billed annually)
- CRM
- Marketing/Sales automation
- Appointments
- Email marketing
- Landing pages
Limitations: Contact/user limits
Max
$229.00 / Monthly (billed annually)
- Includes Pro features
- Lead scoring
- Analytics
- Recurring payments
Limitations: Contact/user limits
Max Classic (Infusionsoft)
Contact Vendor
- Most advanced automation
- Customizable dashboards
- Shopping cart/order forms
Limitations: Older interface, Higher price
Pros
- + Strong CRM and sales pipeline features
- + Powerful automation campaign builder (especially Max Classic)
- + Good support and coaching options
- + Tailored for service businesses
Cons
- - Can be expensive for very small businesses
- - Learning curve, particularly for Max Classic
- - Interface feels dated in some areas (Max Classic)
Verdict
"A robust CRM and automation platform ideal for established small service businesses needing to automate sales and marketing processes."
#8
GetResponse
By GetResponse
Offers email marketing, marketing automation, landing pages, conversion funnels, and webinar hosting capabilities.
Platforms & Use Cases
Platforms: Web
Best For: SMBs, E-commerce, Online Marketers, Entrepreneurs
Key Features
- ✓Marketing Automation: Visual workflow builder with conditions, actions, and filters. (Medium)
- ✓Conversion Funnels: Pre-built funnel templates for lead generation, sales, and webinars. (High)
- ✓Webinar Hosting: Integrated platform for hosting live and on-demand webinars. (High)
- ✓Email Marketing: Autoresponders, list management, A/B testing, and analytics. (High)
- ✓Website Builder: AI-driven website builder integrated with marketing tools. (Medium)
Scorecard (Overall: 7.6 / 10.0)
Pricing
Free
Contact Vendor
- Up to 500 contacts
- Basic email
- Website builder
- Forms & Popups
Limitations: Contact/feature limits
Email Marketing
$15.58 / Monthly (billed annually)
- Autoresponders
- Basic segmentation
- Landing pages
Limitations: Contact tiers, No automation builder
Marketing Automation
$48.38 / Monthly (billed annually)
- Automation builder
- Webinars (100 attendees)
- Advanced segmentation
- Sales funnels
Limitations: Contact tiers
Ecommerce Marketing
$97.58 / Monthly (billed annually)
- E-commerce features
- Abandoned cart recovery
- Promo codes
- Product recommendations
Limitations: Contact tiers
Pros
- + All-in-one platform with unique features (webinars, conversion funnels)
- + Competitive pricing
- + User-friendly interface
- + Generous free plan
Cons
- - Automation could be more robust
- - Integration options not as extensive as some leaders
- - Deliverability rates sometimes questioned
Verdict
"A versatile platform offering good value, particularly strong for marketers utilizing webinars and pre-built conversion funnels."
#7
Brevo (Sendinblue)
By Brevo
An all-in-one digital marketing platform offering email, SMS, chat, CRM, and marketing automation at competitive price points.
Platforms & Use Cases
Platforms: Web
Best For: SMBs, Startups, Agencies, Budget-conscious businesses
Key Features
- ✓Marketing Automation: Workflow editor for automating email sequences, lead scoring, and contact updates. (Medium)
- ✓Email & SMS Marketing: Design and send email/SMS campaigns, transactional emails. (High)
- ✓CRM: Built-in CRM to manage contacts and track interactions. (Medium)
- ✓Transactional Emails: Reliable delivery for transactional messages (password resets, order confirmations). (High)
- ✓Chat & Landing Pages: Live chat widget for websites and landing page builder. (Medium)
Scorecard (Overall: 7.6 / 10.0)
Pricing
Free
Contact Vendor
- Up to 300 emails/day
- CRM
- Basic automation
- Email templates
Limitations: Daily send limit, Brevo branding, Limited features
Starter
$25.00 / Monthly
- No daily sending limit
- Basic reporting
- Email support
Limitations: Send volume tiers, Brevo branding (optional removal)
Business
$65.00 / Monthly
- Marketing automation
- A/B testing
- Landing pages
- Phone support
Limitations: Send volume tiers, User limits
BrevoPlus
Contact Vendor
- Advanced security
- Enterprise features
- Dedicated support
Limitations: Custom pricing
Pros
- + Competitive pricing, especially the free tier
- + Good range of features (Email, SMS, Chat, CRM)
- + Strong transactional email service
- + Easy to use interface
Cons
- - Automation features less advanced than some competitors
- - Fewer native integrations compared to leaders
- - Reporting could be more robust
Verdict
"A strong contender for SMBs looking for an affordable all-in-one marketing platform with solid core features."
#6
Mailchimp
By Intuit Mailchimp
A popular email marketing platform that has expanded into an all-in-one marketing platform with automation, landing pages, and CRM features.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: SMBs, Startups, E-commerce, Bloggers, Non-profits
Key Features
- ✓Email Marketing: User-friendly email builder, templates, A/B testing, and reporting. (High)
- ✓Marketing Automation: Pre-built and custom automation workflows for welcome series, abandoned carts, etc. (Medium)
- ✓Landing Pages & Websites: Build simple landing pages and basic websites. (Medium)
- ✓Audience Management: Segmentation, tags, predicted demographics, and basic CRM functionality. (Medium)
- ✓Creative Assistant: AI-powered tool to help design on-brand marketing assets. (Medium)
Scorecard (Overall: 7.8 / 10.0)
Pricing
Free
Contact Vendor
- Basic email
- Limited automation
- CRM
- Forms & Landing Pages
Limitations: Mailchimp branding, Contact/send limits, Limited support
Essentials
$13.00 / Monthly
- Email templates
- A/B testing
- Basic automation journeys
- 24/7 support
Limitations: Contact tiers, Limited journeys
Standard
$20.00 / Monthly
- Advanced audience insights
- Multi-step journeys
- Send time optimization
- Behavioral targeting
Limitations: Contact tiers
Premium
$350.00 / Monthly
- Advanced segmentation
- Multivariate testing
- Comparative reporting
- Phone support
Limitations: Contact tiers
Pros
- + Very easy to use, great UI
- + Good starting point for beginners
- + Generous free plan
- + Wide range of templates
- + Good mobile app
Cons
- - Automation capabilities less advanced than competitors
- - Pricing can increase significantly with list size
- - Support limitations on lower tiers
Verdict
"An excellent choice for small businesses and beginners needing user-friendly email marketing with basic automation capabilities."
#5
Klaviyo
By Klaviyo
A marketing automation platform specializing in e-commerce, offering deep integrations with platforms like Shopify, Magento, and BigCommerce.
Platforms & Use Cases
Platforms: Web
Best For: E-commerce (all sizes), DTC Brands, Retail
Key Features
- ✓E-commerce Automation: Pre-built workflows for abandoned cart recovery, browse abandonment, welcome series, post-purchase follow-ups. (Very High)
- ✓Deep Data Integration: Syncs historical and real-time customer data from e-commerce platforms. (Very High)
- ✓Segmentation: Advanced segmentation based on purchase history, browsing behavior, predictive analytics. (High)
- ✓Email & SMS Marketing: Combined email and SMS campaigns within single workflows. (High)
- ✓Reporting: E-commerce focused reporting, tracking revenue attribution from campaigns. (High)
Scorecard (Overall: 8.2 / 10.0)
Pricing
Free
Contact Vendor
- Up to 250 contacts
- Email marketing
- Basic segmentation
- Limited support
Limitations: Contact/send limits, Limited features
$20.00 / Monthly
- Based on contact/send volume
- A/B testing
- Advanced segmentation
- Chat/Email support
Limitations: Pay per contact/send volume
Email and SMS
$35.00 / Monthly
- Combines Email pricing with SMS credits
- SMS campaigns
- SMS automation
Limitations: Pay per contact/send volume + SMS credits
Pros
- + Excellent for e-commerce businesses
- + Deep integrations with e-commerce platforms
- + Powerful segmentation and personalization
- + Combined email and SMS
- + Scalable pricing based on usage
Cons
- - Less suited for non-e-commerce B2B
- - Can become costly with large contact lists or high send volumes
Verdict
"The leading marketing automation platform for e-commerce businesses seeking to leverage customer data for personalized marketing."
#4
Salesforce Marketing Cloud Account Engagement (Pardot)
By Salesforce
Salesforce's B2B marketing automation solution, tightly integrated with Sales Cloud, focusing on lead generation and sales alignment.
Platforms & Use Cases
Platforms: Web
Best For: Mid-Market, Enterprises, B2B, Salesforce Users
Key Features
- ✓Lead Nurturing & Scoring: Automated lead grading and scoring based on engagement and profile data. (Very High)
- ✓Email Marketing Automation: Build automated email campaigns triggered by prospect actions or data. (High)
- ✓Salesforce Integration: Deep, native integration providing seamless data flow between marketing and sales. (Very High)
- ✓Reporting & Analytics: Track campaign performance, lifecycle funnel, and ROI within Salesforce. (High)
- ✓Engagement Studio: Visual builder for creating sophisticated, branching nurture programs. (High)
Scorecard (Overall: 8.0 / 10.0)
Pricing
Growth
$1250.00 / Monthly (billed annually)
- Email marketing
- Lead nurturing
- Lead scoring/grading
- ROI reporting
Limitations: Feature caps, Limited automation rules
Plus
$2750.00 / Monthly (billed annually)
- Advanced email analytics
- A/B testing
- Google Ads integration
- API access
Limitations: Feature caps
Advanced
$4400.00 / Monthly (billed annually)
- Einstein AI features
- Predictive lead scoring
- Dedicated IP
- Business Units
Limitations: Feature caps
Premium
$15000.00 / Monthly (billed annually)
- Premier support
- Personalized setup
- Higher limits
Limitations: Highest cost
Pros
- + Best-in-class Salesforce integration
- + Powerful B2B features
- + Strong analytics capabilities
- + Robust lead management
Cons
- - Expensive, especially for smaller businesses
- - Primarily beneficial for existing Salesforce Sales Cloud users
- - UI can be less intuitive than competitors
Verdict
"The go-to choice for businesses heavily invested in the Salesforce ecosystem needing powerful B2B automation aligned with sales."
#3
Adobe Marketo Engage
By Adobe
A comprehensive, enterprise-focused marketing automation platform designed for complex B2B marketing strategies and lead management.
Platforms & Use Cases
Platforms: Web
Best For: Mid-Market, Enterprises, B2B, Complex Sales Cycles
Key Features
- ✓Lead Management: Advanced lead scoring, nurturing, routing, and lifecycle management. (Very High)
- ✓Email & Campaign Management: Sophisticated email marketing, A/B/n testing, dynamic content, and program management. (High)
- ✓Marketing Analytics: Deep analytics, ROI reporting, multi-touch attribution models. (Very High)
- ✓Personalization: Web personalization, predictive content, and account-based marketing (ABM) features. (High)
- ✓Salesforce Integration: Robust, native integration with Salesforce CRM. (Very High)
Scorecard (Overall: 7.8 / 10.0)
Pricing
Growth
Contact Vendor
- Core automation
- Landing pages
- Lead scoring
Limitations: Contact database size limits, Feature restrictions
Select
Contact Vendor
- Advanced nurturing
- Web personalization
- Marketing analytics
Limitations: Contact database size limits
Prime
Contact Vendor
- Predictive audiences
- Advanced journey analytics
- ABM
Limitations: Contact database size limits
Ultimate
Contact Vendor
- Full suite
- Email deliverability package
- Sandbox
Limitations: Highest tier
Pros
- + Extremely powerful and feature-rich
- + Highly customizable
- + Excellent analytics and reporting
- + Strong ABM capabilities
- + Deep Salesforce integration
Cons
- - Very expensive
- - Steep learning curve
- - Complex setup and maintenance
- - Less intuitive UI compared to others
Verdict
"A market leader for large enterprises with complex marketing needs and the resources to manage its complexity and cost."
#2
ActiveCampaign
By ActiveCampaign
Combines email marketing, marketing automation, sales automation, and CRM, focusing on personalized customer experiences.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: SMBs, E-commerce, B2B, B2C, Agencies
Key Features
- ✓Visual Automation Builder: Intuitive drag-and-drop interface for creating complex automation workflows. (Very High)
- ✓Email & SMS Marketing: Segmented campaigns, broadcast emails, triggered emails, and SMS messaging. (High)
- ✓CRM & Sales Automation: Manage deals, contacts, and automate sales processes. (High)
- ✓Site Tracking & Event Tracking: Monitor website visitor behavior and trigger automations based on actions. (High)
- ✓Machine Learning: Features like predictive sending and win probability for deals. (Medium)
Scorecard (Overall: 8.6 / 10.0)
Pricing
Lite
$29.00 / Monthly (billed annually)
- Email marketing
- Basic automation
- Forms
- Segmentation
Limitations: ActiveCampaign branding (forms), Limited users/features
Plus
$49.00 / Monthly (billed annually)
- CRM
- Landing pages
- Advanced automation
- Integrations
Limitations: Contact tiers, Feature limits
Professional
$149.00 / Monthly (billed annually)
- Site messaging
- Predictive sending
- Split automations
- Attribution
Limitations: Contact tiers
Enterprise
Contact Vendor
- Custom reporting
- Dedicated support
- HIPAA compliance options
Limitations: Custom pricing
Pros
- + Powerful and flexible automation capabilities
- + Integrated CRM
- + Good value for features offered
- + Strong focus on personalization
Cons
- - Interface can feel cluttered at times
- - Reporting could be more advanced on lower tiers
Verdict
"An excellent choice for SMBs needing sophisticated automation and CRM features without the enterprise price tag, offering great flexibility."
View Top Ranked Software
Watch a short ad to unlock the details for the #1 ranked software.
#1
HubSpot Marketing Hub
By HubSpot
An all-in-one inbound marketing, sales, and service platform with a powerful CRM at its core, offering extensive marketing automation capabilities.
Platforms & Use Cases
Platforms: Web, iOS, Android
Best For: SMBs, Mid-Market, Enterprises, B2B, B2C
Key Features
- ✓Workflow Automation: Build visual workflows for email nurturing, lead scoring, internal notifications, and data management. (High)
- ✓Email Marketing: Design, send, and analyze personalized email campaigns with A/B testing and automation triggers. (High)
- ✓Lead Management & Scoring: Capture, track, score, and nurture leads throughout the funnel. (High)
- ✓Landing Pages & Forms: Create optimized landing pages and forms without coding. (High)
- ✓CRM Integration: Seamlessly integrated with HubSpot's free CRM for a unified customer view. (Very High)
Scorecard (Overall: 9.0 / 10.0)
Pricing
Free Tools
Contact Vendor
- Basic email marketing
- Forms
- Contact management
- Limited automation
Limitations: HubSpot branding, Limited contacts/features
Starter
$18.00 / Monthly (billed annually)
- Simple automation
- Landing pages
- Ad management
- List segmentation
Limitations: Limited workflow complexity, Contact tiers
Professional
$800.00 / Monthly (billed annually)
- Omnichannel marketing automation
- A/B testing
- Custom reporting
- Campaign management
Limitations: Contact tiers
Enterprise
$3600.00 / Monthly (billed annually)
- Advanced automation
- Predictive lead scoring
- Adaptive testing
- Partitioning
Limitations: Contact tiers
Pros
- + Comprehensive feature set
- + Excellent user interface
- + Strong integration ecosystem
- + Scalable plans
- + Free CRM included
Cons
- - Can become expensive at higher tiers
- - Steeper learning curve for advanced features
Verdict
"A top-tier, all-in-one platform ideal for businesses seeking growth, offering scalability from free tools to enterprise-level automation."
Final Thoughts
The marketing automation landscape offers diverse solutions catering to different needs, from comprehensive all-in-one platforms like HubSpot to specialized tools like Klaviyo for e-commerce or enterprise powerhouses like Marketo. Key differentiators include ease of use, depth of automation features, CRM integration, channel support (email, SMS, social), analytics capabilities, and pricing models. Choosing the right platform depends heavily on business size, industry focus (B2B vs. B2C/E-commerce), technical expertise, budget, and integration requirements, especially with CRM systems.