Best Marketing Automation Software for 2026: 12 tools compared for buyers
This page helps you find the best marketing automation software for your team, whether you sell to businesses or to online shoppers. Marketing automation runs email, scoring and follow-up work that people would otherwise do by hand. The twelve platforms below suit marketing managers, marketing operations leads and small business owners who need to decide how much automation, CRM and reporting they really need.
We compared the platforms on fit for B2B or ecommerce use, workflow and scoring features, ease of use and how openly each vendor shows pricing. The page also lists what each vendor publishes on security, admin controls such as SSO, and contract terms, so IT and procurement can review them early.
Our shortlist at a glance
- Best for teams already on HubSpot CRM
HubSpot Marketing HubHubSpot Marketing Hub works natively with HubSpot CRM and syncs with Salesforce, and it offers free forms, landing pages and automation on a free tier for up to 2 users.
$0 (Free, up to 2 users); Starter from $7 or $20 per seat/month - Best for teams with a dedicated marketing ops owner
Adobe Marketo EngageAdobe Marketo Engage targets mid-size and enterprise B2B teams with advanced automation, and reviewers note the learning curve that a marketing ops admin must handle.
Contact sales - Best for Zoho CRM users
Zoho Marketing AutomationZoho Marketing Automation works with Zoho CRM and others, offers journeys across email, SMS, social and WhatsApp, and includes unlimited sign-up forms on every plan.
Not published on the vendor page - Best multichannel tool for online stores
OmnisendOmnisend combines email, SMS and web push with cart and post-purchase automation, and connects to Shopify, WooCommerce and BigCommerce stores.
$0 (Free); Standard $11.20/month at 500 contacts - Best all-in-one for lean marketing teams
GetResponseGetResponse combines a workflow builder, points-based lead scoring, tags and landing pages in one plan, with 3 to 5 team seats on self-serve plans.
EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly - Best for CRM, automation and invoicing in one tool
KeapKeap bundles a built-in CRM, automation and invoicing for small service businesses with about 2 to 10 users, though an implementation package is required.
$299/month billed monthly or $2,988/year billed annually
What is marketing automation software?
Marketing automation software handles repeatable marketing tasks based on what contacts do. When someone fills in a form, opens an email or visits a page, the system can send the next message, update a segment, add points to a lead score or alert a salesperson. Teams use it to run nurture sequences, capture leads on landing pages and report on which campaigns bring revenue. Most B2B buyers connect it to a CRM so that marketing and sales see the same contact record. The defining capabilities are workflows, scoring, segmentation, forms and reporting.
Marketing Automation Software side by side
| Tool | Best for | Starting price | Free plan or trial |
|---|---|---|---|
| HubSpot Marketing Hub | Best for teams already on HubSpot CRM. | $0 (Free, up to 2 users); Starter from $7 or $20 per seat/month | Free plan |
| Adobe Marketo Engage | Best for teams with a dedicated marketing ops owner. | Contact sales | No |
| Zoho Marketing Automation | Best for Zoho CRM users. | Not published on the vendor page | Free trial |
| Omnisend | Best multichannel tool for online stores. | $0 (Free); Standard $11.20/month at 500 contacts | Free plan |
| GetResponse | Best all-in-one for lean marketing teams. | EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly | Free plan, Free trial |
| Keap | Best for CRM, automation and invoicing in one tool. | $299/month billed monthly or $2,988/year billed annually | No |
 ActiveCampaign | Small and mid-size teams that want automation plus a light CRM. | $15/month (Starter, 1,000 contacts, billed annually) | Free trial |
 Mailchimp | Small lists that start free and grow into paid tiers. | Free; paid from $13/month (Essentials) | Free plan, Free trial |
 Brevo | Free (price of paid plans not confirmed by the vendor) | Free plan | |
 Klaviyo | Ecommerce brands that want email and SMS driven by store data (vendor positioning) | $0 (Free, 250 active profiles, 500 emails/month) | Free plan |
 Moosend | Small teams wanting email automation at low cost. | Third-party: Pro from about $9/month for 500 subscribers | Free trial |
 Salesforce Account Engagement (Pardot) | B2B teams already running Salesforce CRM. | $1,250/org/month billed annually (Growth+) | No |
Prices as published by each vendor on October 24, 2026. "Contact sales" means the vendor publishes no price.
The 12 marketing automation software tools in detail
Best for teams already on HubSpot CRM
HubSpot Marketing Hub
CRM-native marketing suite with a free tier, per-seat Starter, and Professional and Enterprise tiers with large contact bundles and onboarding fees.
Teams whose contact records already sit in HubSpot CRM can add forms, automation and reporting without adopting another system. Two seats cost nothing at first. Check the budget before moving to Professional, which runs $800 or $890 monthly with a $3,000 onboarding fee, and note SAML SSO only comes with Enterprise.
- Best for
- Teams already on HubSpot CRM that want marketing, forms and reporting in one system.
- Company size
- Small to enterprise marketing organizations; contact tier matters.
Key features
- Workflow and journey builder
- Automation on Free tier; Campaign Agent (AI)
- Lead scoring and routing
- Not described as standalone; lead scores can be sent to Salesforce.
- CRM integration
- Native HubSpot CRM; bi-directional Salesforce sync.
- Forms and landing pages
- Free lead forms and landing page builders.
Best for
- Teams already on HubSpot CRM that want marketing, forms and reporting in one system.
- Small teams starting on Free (2 users) and growing into Starter.
Not ideal for
- Budget-limited teams needing automation depth: Professional starts at $800 or $890/month plus a $3,000 onboarding fee.
- Teams needing SAML SSO below Enterprise.
Pricing: $0 (Free, up to 2 users); Starter from $7 or $20 per seat/month · Free plan
Best for teams with a dedicated marketing ops owner
Adobe Marketo Engage
Enterprise B2B marketing automation platform from Adobe with quote-only pricing sized by database.
Mid-size and enterprise B2B firms with a dedicated marketing ops admin, often inside Adobe Experience Cloud, are the natural buyers. Pricing is by quote and rises with database size. Reviewers like the automation depth but report a steep learning curve and high cost, so scope admin time in the trial.
- Best for
- Mid-size and enterprise B2B teams with a dedicated marketing ops admin.
- Company size
- Mid-market to enterprise.
Key features
- Workflow and journey builder
- Visual engagement programs and smart campaigns (not confirmed by the vendor)
- Lead scoring and routing
- Native lead scoring (not confirmed by the vendor)
- CRM integration
- Native sync with Salesforce and Microsoft Dynamics (commonly cited; not confirmed by the vendor)
Pros
- Advanced automation capabilities.
Cons
- Steep learning curve.
- High price.
Pricing: Contact sales
Best for Zoho CRM users
Zoho Marketing Automation
Contact-based marketing automation from Zoho with three tiers that differ mainly by user count and journey features.
Zoho Marketing Automation is a contact-based tool with three tiers that differ mainly by user count and journey features. It supports email, SMS, social and WhatsApp, works well with Zoho CRM, and suits budget-conscious SMBs, though plan prices are not on the vendor page.
- Best for
- Teams already on Zoho CRM.
- Company size
- SMB.
Key features
- Workflow and journey builder
- Journeys; full builder with X-RAY tracking on Enterprise.
- CRM integration
- Zoho CRM and others; 40+ integrations on Standard.
- Email and multichannel campaigns
- Email, SMS, social, WhatsApp.
- Forms and landing pages
- Unlimited sign-up forms and pop-ups on all plans; landing pages from Professional.
Pros
- Automation features.
- Ease of use.
Cons
- Learning curve.
- Customer support.
- Pricing information hard to find.
Pricing: Not published on the vendor page · Free trial
Best multichannel tool for online stores
Omnisend
Ecommerce email and SMS tool with a 250-contact free plan and Standard and Pro tiers.
Omnisend is an ecommerce email and SMS tool with a free plan for 250 contacts and Standard and Pro tiers. It supports email, SMS and web push, with cart and post-purchase automation, and it is less suited to B2B teams that need lead scoring or CRM sync.
- Best for
- Ecommerce stores on Shopify, WooCommerce or BigCommerce.
- Company size
- Ecommerce brands, agencies.
Key features
- Workflow and journey builder
- Automation workflows incl. cart and post-purchase.
- Email and multichannel campaigns
- Email, SMS, web push.
Best for
- Ecommerce stores on Shopify, WooCommerce or BigCommerce.
- Stores wanting email plus SMS credits on Pro.
Not ideal for
- B2B teams needing lead scoring and CRM sync (vendor positions on ecommerce)
- Buyers who need SSO: not mentioned.
Pricing: $0 (Free); Standard $11.20/month at 500 contacts · Free plan
Best all-in-one for lean marketing teams
GetResponse
Email marketing and automation platform with workflow builder, lead scoring, tags and landing pages, priced by contact count.
GetResponse is an email marketing and automation platform with a workflow builder, lead scoring, tags and landing pages, priced by contact count. It suits small teams and offers nonprofit discounts, but it has no built-in CRM and SSO is not listed below Enterprise.
- Best for
- Small teams that want email plus automation and landing pages in one plan.
- Company size
- Small to mid-size; Enterprise tier for larger orgs.
Key features
- Workflow and journey builder
- Templates or from scratch, behavior triggers, conditions, filters.
- Lead scoring and routing
- Points per contact action on pages and emails.
- CRM integration
- No built-in CRM described; syncs CRM data via integrations.
- Email and multichannel campaigns
- Email; SMS automation and 5,000 free SMS on Enterprise/MAX.
Best for
- Small teams that want email plus automation and landing pages in one plan.
- Nonprofits (50% off monthly plans per pricing page)
Not ideal for
- Teams needing SSO below Enterprise (Starter, Marketer, Creator list no SSO)
- Buyers who need a built-in CRM (none described on the automation page)
Pricing: EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly · Free plan, Free trial
Best for CRM, automation and invoicing in one tool
Keap
CRM and marketing automation for small service businesses (formerly Infusionsoft), sold as a single base plan.
Keap, formerly Infusionsoft, combines CRM and marketing automation for small service businesses and includes invoicing. It is sold as a single base plan with extra charges for each user beyond 2, and it requires an implementation package.
- Best for
- Small service businesses wanting CRM, automation and invoicing in one tool.
- Company size
- Small businesses.
Key features
- CRM integration
- Built-in CRM.
- Email and multichannel campaigns
- Text marketing (US only) with tiers from included Tier 1 up to $279/mo for 25,000 messages.
Pros
- Strong automation.
- Economical CRM and marketing in one tool.
Pricing: $299/month billed monthly or $2,988/year billed annually
ActiveCampaign
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise.
Small and mid-size teams that want automation with a light CRM on the side can shortlist four tiers, Starter through Enterprise. Enhanced CRM costs extra on Plus and Pro, SMS and WhatsApp are add-ons, and SSO needs Enterprise. Plan prices are hidden, so confirm totals with the vendor.
- Best for
- Small and mid-size teams that want automation plus a light CRM.
Key features
- CRM integration
- Enhanced CRM (pipelines, sales engagement) is an add-on on Plus and Pro, included in Enterprise, not on Starter.
- Email and multichannel campaigns
- Email; SMS and WhatsApp as add-ons.
- Reporting and attribution
- Custom reporting add-on on Starter, Plus, Pro; included in Enterprise.
Best for
- Small and mid-size teams that want automation plus a light CRM.
- Teams that can add SMS or WhatsApp as paid add-ons.
Not ideal for
- Teams that need SSO without the Enterprise plan.
- Buyers who need plan prices before talking to the vendor: amounts are not shown on the public pricing page.
Pricing: $15/month (Starter, 1,000 contacts, billed annually) · Free trial
Mailchimp
Intuit-owned email marketing platform with a 250-contact free tier and contact-based paid plans.
Owners of lists under 250 contacts can use the free plan, then graduate to contact-priced tiers, where Essentials starts at $13 monthly. Flow points (200 maximum) and custom reports appear from Standard upward. Anyone needing SSO has to budget for Premium.
- Best for
- Small lists that start free and grow into paid tiers.
Key features
- Workflow and journey builder
- Standard and Premium: up to 200 flow points.
- Reporting and attribution
- Custom reports on Standard and up.
Best for
- Small lists that start free and grow into paid tiers.
Not ideal for
- Teams that need SSO below the Premium price point.
Pricing: Free; paid from $13/month (Essentials) · Free plan, Free trial
Brevo
Email, SMS and CRM platform (formerly Sendinblue) with Free, Starter, Standard, Professional and Enterprise plans.
Teams that want to test email, SMS and CRM without paying first can begin on the free plan, once called Sendinblue. Paid tiers run Starter, Standard, Professional and Enterprise, but their prices were not confirmed. Request a quote and check which limits apply before upgrading.
Pricing: Free (price of paid plans not confirmed by the vendor) · Free plan
Klaviyo
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles.
Online stores that want email and SMS campaigns driven by their own customer and order data are the intended buyers. Billing follows active profiles, and the free tier stops at 250 profiles and 500 emails monthly. Ask for a paid price list, as little is published beyond Free.
- Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Key features
- Email and multichannel campaigns
- Email, SMS/mobile messaging.
Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Not ideal for
- Buyers who need a published price list: only the Free tier and a $5 Composer line are public on the vendor pricing page.
Pricing: $0 (Free, 250 active profiles, 500 emails/month) · Free plan
Priced by subscriber count from 500 up to 1,000,000, this suits newsletter publishers, online shops and small teams watching spend. B2B buyers who need lead scoring or deep CRM sync will outgrow it. Support gets good reviews, though sender verification and white-label setups drew complaints worth testing.
- Best for
- Small teams wanting email automation at low cost.
- Company size
- Small business to enterprise tier available.
Key features
- Workflow and journey builder
- Automation workflows (vendor claim; details not published)
- Email and multichannel campaigns
- Email; transactional email as add-on.
Pros
- Support quality and responsiveness.
- Ease of use.
Cons
- Sender verification friction.
- Bugs in white-label setups.
Pricing: Third-party: Pro from about $9/month for 500 subscribers · Free trial
Salesforce Account Engagement (Pardot)
Salesforce's B2B marketing automation product, priced per org per month by edition.
Rebranded: Pardot is now Marketing Cloud Account Engagement; editions on the pricing page carry a plus sign (Growth+, Plus+, Advanced+, Premium+)
B2B teams already living in Salesforce CRM get a native connector and published edition prices, from $1,250 per org monthly billed annually. Expect a heavy interface and a long onboarding, as reviewers report. Contact growth costs $100 per extra 10,000, so model that against your list size.
- Best for
- B2B teams already running Salesforce CRM.
- Company size
- Mid-market B2B.
Key features
- CRM integration
- Native Salesforce CRM connector (vendor product)
- Email and multichannel campaigns
- SMS and WhatsApp credits from $10 per 1,000 credits.
- Reporting and attribution
- B2B Marketing Analytics Plus add-on at $3,000 per user per month.
Pros
- Integration with Salesforce and granular customer data.
Cons
- Interface complexity.
- Lengthy onboarding.
Pricing: $1,250/org/month billed annually (Growth+)
What to look for in marketing automation software
Start with what you sell and to whom. B2B teams need lead scoring, CRM sync and routing to sales, while ecommerce brands need store data, cart flows and SMS. Then decide how much journey logic you will build and who will maintain it, since powerful tools need an owner. Finally, check forms, reporting and what the vendor publishes about SSO, seats and onboarding. The criteria below follow that order and can be used as a scorecard in demos.
Workflow and journey builder
The workflow builder defines what you can automate. Strong tools support triggers, conditions, branching and multi-step nurture paths, ideally with templates to start from. Weak ones handle only simple email sequences. In a demo, ask the vendor to build one of your real nurture flows live.
- HubSpot Marketing Hub: Automation on Free tier; Campaign Agent (AI)
- Adobe Marketo Engage: Visual engagement programs and smart campaigns (not confirmed by the vendor)
- Zoho Marketing Automation: Journeys; full builder with X-RAY tracking on Enterprise.
- Omnisend: Automation workflows incl. cart and post-purchase.
- GetResponse: Templates or from scratch, behavior triggers, conditions, filters.
Lead scoring and routing
Lead scoring assigns points to actions and traits so that sales sees the most engaged contacts first. Good tools score on page visits and email behavior, and pass the result to your CRM for routing. Ecommerce tools often skip it. If you sell to businesses, confirm it exists and see how scores reach the CRM.
- HubSpot Marketing Hub: Not described as standalone; lead scores can be sent to Salesforce.
- Adobe Marketo Engage: Native lead scoring (not confirmed by the vendor)
- GetResponse: Points per contact action on pages and emails.
CRM integration
CRM integration keeps marketing and sales working from the same contact record. Native sync with Salesforce, HubSpot CRM or Zoho CRM prevents duplicates and data gaps, while a built-in CRM may be enough for small teams. Check whether the sync is two-way and which fields it covers.
- HubSpot Marketing Hub: Native HubSpot CRM; bi-directional Salesforce sync.
- Adobe Marketo Engage: Native sync with Salesforce and Microsoft Dynamics (commonly cited; not confirmed by the vendor)
- Zoho Marketing Automation: Zoho CRM and others; 40+ integrations on Standard.
- GetResponse: No built-in CRM described; syncs CRM data via integrations.
- Keap: Built-in CRM.
Email and multichannel campaigns
Email is the base channel, but many teams also want SMS, WhatsApp, web push or social. Strong tools run these channels from the same workflow and contact list. Check whether each extra channel is included or sold as an add-on, and whether SMS is limited to certain countries.
- Zoho Marketing Automation: Email, SMS, social, WhatsApp.
- Omnisend: Email, SMS, web push.
- GetResponse: Email; SMS automation and 5,000 free SMS on Enterprise/MAX.
- Keap: Text marketing (US only) with tiers from included Tier 1 up to $279/mo for 25,000 messages.
- ActiveCampaign: Email; SMS and WhatsApp as add-ons.
Forms and landing pages
Forms and landing pages are how leads enter the system. Look for built-in page builders, sign-up forms and pop-ups that write straight to the contact record, plus progressive profiling to ask for more over time. Some vendors include them on free tiers, others only from a mid-level plan.
- HubSpot Marketing Hub: Free lead forms and landing page builders.
- Zoho Marketing Automation: Unlimited sign-up forms and pop-ups on all plans; landing pages from Professional.
- GetResponse: Landing page creator (details not confirmed by the vendor)
Reporting and attribution
Reporting shows whether campaigns lead to pipeline and revenue. Strong tools offer dashboards, custom reports and multi-touch attribution tied to CRM deals. Weaker ones stop at opens and clicks. Check which reports are in the plan you are pricing, since several vendors sell advanced reporting as an add-on.
- HubSpot Marketing Hub: Dashboards; multi-touch attribution in Advanced Marketing Reporting.
- ActiveCampaign: Custom reporting add-on on Starter, Plus, Pro; included in Enterprise.
- Mailchimp: Custom reports on Standard and up.
- Salesforce Account Engagement (Pardot): B2B Marketing Analytics Plus add-on at $3,000 per user per month.
Pricing model
Most platforms charge by contacts, subscribers or active profiles, and some add seats, onboarding fees or per-message charges for SMS. Costs can jump as your list grows, and enterprise tools usually require a quote. Ask for a price at your expected list size in twelve months and check which features rise with each tier.
- HubSpot Marketing Hub: Seat plus marketing-contact tiers; onboarding fee on Professional and Enterprise.
- Adobe Marketo Engage: Quote based, scales with database size.
- Zoho Marketing Automation: Contact based tiers.
- Omnisend: Contacts; SMS credits extra.
- GetResponse: By contact tier, 3 to 5 team seats on self-serve plans.
Target company size
Enterprise suites are heavy for teams under 100 people, while simple email tools run out of depth when marketing and sales need scoring and routing. Match the tool to your team size, admin capacity and how many seats you need. Check seat limits and any onboarding requirements.
- HubSpot Marketing Hub: Small to enterprise marketing organizations; contact tier matters.
- Adobe Marketo Engage: Mid-market to enterprise.
- Zoho Marketing Automation: SMB.
- Omnisend: Ecommerce brands, agencies.
- GetResponse: Small to mid-size; Enterprise tier for larger orgs.
Buying marketing automation software: security, admin and vendor checks
Once a tool fits the team, the purchase depends on what the vendor commits to in writing: single sign-on, user provisioning, audit logs, where data lives and the contract. The checks below use each vendor's public pages, so a blank means "ask", not "no".
- Try before you buy
- 9 of 12
- Publish SAML SSO
- 4 of 12
- Publish SCIM provisioning
- 0 of 12
- Publish a DPA
- 3 of 12
3 free trials, 6 free plans
ask the rest in writing
ask every vendor in writing
HubSpot Marketing Hub, GetResponse and Klaviyo
Must-haves and what each vendor publishes
A blank is not a no, but it is work for your security review. HubSpot Marketing Hub publishes the most (3 of 5); Adobe Marketo Engage, Brevo, Keap and Omnisend and 1 more publish none of these controls, so every question goes to their sales team. Tick what your team requires; vendors that drop out show why, and the budget check prices the plan that actually includes single sign-on when you require it.
All 12 vendors shown. Tick a must-have to filter. ● published with the plan, ◐ mentioned without plan or details, ○ not on the vendor's public pages.
| Vendor | SAML SSO | SCIM | Audit logs | Data residency | DPA |
|---|---|---|---|---|---|
| HubSpot Marketing Hub3 of 5 published | ● PublishedEnterprise | ○ Not published | ○ Not published | ● PublishedUS (AWS US East, default) or EU (Frankfurt) for new customers… | ● Published |
| GetResponse1 of 5 published | ◐ MentionedEnterprise only | ○ Not published | ○ Not published | ○ Not published | ● Published |
| ActiveCampaign1 of 5 published | ● PublishedEnterprise | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Klaviyo1 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ● Published |
| Mailchimp1 of 5 published | ● PublishedPremium | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Salesforce Account Engagement (Pardot)1 of 5 published | ● PublishedAll plans | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Moosend0 of 5 published | ◐ MentionedAdd-on on Moosend+, Enterprise-level feature | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Adobe Marketo Engage0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Brevo0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Keap0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Omnisend0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
| Zoho Marketing Automation0 of 5 published | ○ Not published | ○ Not published | ○ Not published | ○ Not published | ○ Not published |
What drives a marketing automation quote
5 of 12 vendors publish no usable price, so a shortlist starts with knowing what each one charges for. The most common basis here is "platform fee or flat plan" (6 vendors).
- 6Platform fee or flat planZoho Marketing Automation, Omnisend, GetResponse, ActiveCampaign, Mailchimp and Salesforce Account Engagement (Pardot)Ask: Which modules are included, and what does each add-on cost?
- 4Quote only, no stated basisAdobe Marketo Engage, Brevo, Klaviyo and MoosendAsk: What is the price metric, and is there a minimum contract value?
- 2Per user or seatHubSpot Marketing Hub and KeapAsk: Who counts as a user: admins only, or everyone who approves or views?
| Tool | Pricing basis | As the vendor describes it | Contract terms |
|---|---|---|---|
| HubSpot Marketing Hub | Per user or seat | Per seat (Starter) / flat + contact tiers (Pro, Enterprise) | Not published |
| Adobe Marketo Engage | Quote only, no stated basis | Custom, by database size and edition. | Quote based; annual contracts typical (not confirmed by the vendor) |
| Zoho Marketing Automation | Platform fee or flat plan | Per contacts tier. | 14-day trial. |
| Omnisend | Platform fee or flat plan | Per contact (tiered) | Monthly; 3-month prepay option. |
| GetResponse | Platform fee or flat plan | Per contact tier. | Monthly or yearly; Enterprise 24-month option. |
| Keap | Per user or seat | Flat base plan plus per user and per contact add-ons. | Monthly plan available; annual has early termination fee. |
| ActiveCampaign | Platform fee or flat plan | Per contact tier + plan. | 14-day free trial, no card. |
| Mailchimp | Platform fee or flat plan | Per contact tier. | Monthly plans; 12-month discounted rate; pay-as-you-go option. |
| Brevo | Quote only, no stated basis | Per send volume. | Not published |
| Klaviyo | Quote only, no stated basis | Per active profile + monthly email volume. | Not published |
| Moosend | Quote only, no stated basis | By subscriber count. | Monthly, cancel anytime. |
| Salesforce Account Engagement (Pardot) | Platform fee or flat plan | Per org per month by edition, contacts included. | Annual contract required. |
How to evaluate marketing automation criteria in a trial
Marketing automation tools share a feature list but differ sharply in how hard each feature is to use and how well it connects to your CRM. The eight criteria below turn the checklist into trial tests: build a real nurture journey, sync a test lead to your CRM, publish a form and run a report. Use them to decide what to verify with each vendor, who on your team should join the trial and which answers belong in the contract or security review.
Workflow and journey builder
Build one real journey in the trial: a trigger, a branch on behavior, a wait step and a handoff to sales. Time how long it takes and note what needs support. Ask about limits on active workflows or steps and whether a non-technical marketer can maintain it. A steep learning curve is a common reviewer complaint for enterprise tools.
Lead scoring and routing
Ask how scores are calculated, whether you can combine behavior and profile fit and how decay works. Test routing by sending a test lead through and watching who is notified. Ask whether sales can see why a lead scored high. If your team does not run a sales handoff, confirm you really need this.
CRM integration
Test a two-way sync with your actual CRM, not a demo one. Ask which fields sync, how often and what happens on conflicts. Some tools require a specific CRM, so confirm compatibility early. Ask who maintains the connector, whether sandbox testing is possible and whether duplicate records are handled.
Email and multichannel campaigns
Send a test campaign and check deliverability tools, dedicated IP options and unsubscribe handling. If SMS or WhatsApp matters, ask which countries and consent rules the tool supports. Confirm whether channel features are included or sold as add-ons, and who owns the sender reputation.
Forms and landing pages
Build a form and a landing page, embed it on your site and test progressive profiling and consent checkboxes. Ask about GDPR consent storage and how form data maps to CRM fields. If your marketers already use a separate page builder, test whether the tool integrates with it.
Reporting and attribution
Ask the vendor to show a report from your trial data: campaign to lead to opportunity to revenue. Find out which attribution models are available, whether reports can be exported and how long data is kept. Check whether custom reporting is included in your plan or an add-on.
Pricing model
Request a written quote at your current contacts and at double. Ask how contacts are counted, whether unengaged contacts are billed, which seats are included and what onboarding costs. Across this list, several tools publish no plan prices, so use the same quote format for each vendor to compare.
Target company size
Ask for references from companies your size and in your industry. Enterprise suites need a dedicated marketing ops owner, while small-business tools may lack permissions, SSO or sandboxes. Ask where the product's limits are and what the migration path looks like if you outgrow it.
Questions to ask marketing automation vendors
Marketing automation sits on your customer and lead data, so a sales call should cover security and exit as much as features. Many tools on this list put SSO on enterprise plans only, and several do not publish plan prices. Send the same questions to every vendor in writing, record the answers and compare them side by side. Evasive answers on data ownership, consent handling or renewal terms are worth treating as a risk signal.
Which plan includes the features we tested?
Ask the vendor to name the exact plan for each feature you saw in the demo. Features shown from higher tiers often disappear in the plan you are quoted.
How do you handle consent and data location?
Ask where data is stored, how consent is recorded and whether a data processing agreement is available. This matters for GDPR and for audits of marketing practices.
Is SSO and role-based access in our plan?
Across this list, SSO is often limited to Enterprise or Premium editions. Ask about roles, audit logs and who can export contact lists, since that data is valuable.
How does the CRM sync work?
Ask which fields sync, how often, how conflicts are resolved and who supports a broken sync. Request a reference customer using the same CRM.
What does onboarding involve and cost?
Ask whether onboarding is mandatory, how long it takes and what it costs. Some vendors require an implementation package, so confirm what is included and what we must do ourselves.
What are the renewal and exit terms?
Ask for the renewal price limit, contract length, cancellation notice and how to export contacts, templates and reports. Annual contracts with early termination fees are common.
How to run the decision
Run the decision in clear steps. Define the use case, owner and CRM first. Shortlist three tools that fit your team size and test each with the same real journey and a CRM sync. Send identical security, pricing and exit questions to every vendor. Choose the tool your team can operate, with written terms on cost, data and renewal, rather than the longest feature list.
Our recommendation
Choose by business model first: B2B teams need scoring and CRM sync, while online stores need store data and multichannel messaging. Then weigh how much automation you can realistically build and maintain. Shortlist two or three tools, build one real nurture flow in each trial, and ask each vendor for a quote at your expected list size and for its SSO and contract terms. Name one owner for the tool and one for the purchase.
Marketing Automation Software: frequently asked questions
What is marketing automation software?
Think of it as a system that takes over recurring marketing chores, from nurture emails and lead scoring to segmentation and campaign reporting, so nobody sends each message manually. B2B teams use it to carry a lead from first touch to sales-ready, normally alongside a CRM.
What is the best marketing automation software for small business?
Match the tool to your model. Omnisend is aimed at online stores and Keap at small service firms. GetResponse pairs automation with scoring and landing pages, ActiveCampaign brings a light CRM, and HubSpot Marketing Hub gives up to 2 users a free start.
Do I need a CRM to use marketing automation?
Not always. Small teams can use a tool with a built-in CRM, like Keap, or a simple email platform. B2B teams that pass leads to sales should connect to a CRM, such as HubSpot, Salesforce or Zoho, so scoring and routing work on shared data.
Is there free marketing automation software?
Yes. HubSpot Marketing Hub, Omnisend, Klaviyo, Brevo, Mailchimp and GetResponse list free options. Limits vary: Omnisend, Klaviyo and Mailchimp cap free plans at 250 contacts or profiles, and HubSpot's free tier allows 2 users.
Marketing automation vs email marketing: what is the difference?
Email marketing sends campaigns and newsletters to a list. Marketing automation adds triggers, branching workflows, scoring, segmentation and reporting that react to what each contact does. Many email tools now include basic automation, so compare workflow depth and CRM sync.
Which marketing automation software include SSO below the enterprise plan?
Salesforce Account Engagement (Pardot) (Login via Salesforce SSO required on all editions (since Feb 2021)). The other tools either reserve SAML SSO for their top tier or do not say on their public pages.