Best Marketing Automation Software (1970)
We evaluated 9 of the most-used marketing automation platforms and ranked them by Biz Match Match fit score — a 0–100 measure of automation depth, CRM integration, deliverability, and total cost of ownership. No sponsored placements.
At-a-glance ranking
| # | Tool | Category | Fit score | Starts at |
|---|---|---|---|---|
| 1 | HubSpot Marketing Hub | All-in-one MA + CRM | 92 | $20 / mo (Starter) |
| 2 | Klaviyo | E-commerce marketing | 91 | $20 / mo (500 contacts) |
| 3 | Marketo Engage (Adobe) | Enterprise B2B automation | 88 | Custom (typical $2K+/mo) |
| 4 | ActiveCampaign | Email + CRM automation | 87 | $15 / mo |
| 5 | Salesforce Marketing Cloud Account Engagement (Pardot) | B2B automation for Salesforce shops | 86 | $1,250 / mo (Growth) |
| 6 | Braze | Cross-channel customer engagement | 85 | Custom |
| 7 | Customer.io | Product-led messaging | 84 | $100 / mo |
| 8 | Mailchimp | Email + light automation | 78 | $13 / mo |
| 9 | Brevo (formerly Sendinblue) | Email + SMS + CRM | 76 | $9 / mo |
Detailed reviews
All-in-one MA + CRM
Best for: SMB and mid-market teams who want marketing tightly wired to CRM and sales
Why it stands out: Best mix of usability, CRM integration, and reporting for teams under 500 employees
Pros
- Tight CRM integration
- Great UX
- Strong reporting
Cons
- Gets pricey at higher contact tiers
- Advanced attribution gated to Enterprise
Pricing starts at $20 / mo (Starter).
E-commerce marketing
Best for: Shopify and BigCommerce stores driving revenue through email + SMS
Why it stands out: The default for D2C brands — deep e-commerce integrations and best-in-class segmentation
Pros
- Deep Shopify integration
- Great segmentation
- Strong SMS product
Cons
- Pricing scales fast with list size
- Overkill for non-ecom
Pricing starts at $20 / mo (500 contacts).
Enterprise B2B automation
Best for: Enterprise B2B marketing teams with complex lead-scoring and ABM programs
Why it stands out: The B2B enterprise standard — powerful, deep, and demanding of ops resources
Pros
- Deep segmentation
- Strong ABM support
- Adobe ecosystem
Cons
- Steep learning curve
- Needs a dedicated marketing ops hire
Pricing starts at Custom (typical $2K+/mo).
Email + CRM automation
Best for: SMBs and D2C brands who want serious automation without HubSpot pricing
Why it stands out: The best automation builder in the mid-market — visual, flexible, affordable
Pros
- Excellent automation builder
- Fair pricing
- Strong deliverability
Cons
- Reporting is lighter than HubSpot
- CRM is basic
Pricing starts at $15 / mo.
B2B automation for Salesforce shops
Best for: B2B teams already standardized on Salesforce Sales Cloud
Why it stands out: Best-in-class Salesforce sync; the natural pick if SFDC is your source of truth
Pros
- Native Salesforce sync
- Strong lead scoring
- Enterprise governance
Cons
- Interface feels dated
- Expensive
Pricing starts at $1,250 / mo (Growth).
Cross-channel customer engagement
Best for: Mobile-first consumer apps orchestrating email, push, in-app, and SMS
Why it stands out: The gold standard for mobile-first, event-driven engagement at scale
Pros
- Great mobile push/in-app
- Real-time triggers
- Enterprise-grade
Cons
- Custom pricing (usually $60K+/yr)
- Requires eng investment to instrument events
Pricing starts at Custom.
Product-led messaging
Best for: SaaS and product-led teams sending behavioral emails triggered by app events
Why it stands out: Flexible workflow builder and clean data model — the PLG favorite
Pros
- Event-driven from day one
- Great workflow visualizer
- Fair pricing
Cons
- Needs event instrumentation
- Reporting is functional, not fancy
Pricing starts at $100 / mo.
Email + light automation
Best for: Small businesses and content creators sending newsletters + basic drip campaigns
Why it stands out: Easiest onboarding in the category, with just enough automation for most SMBs
Pros
- Very easy to start
- Solid templates
- Free tier
Cons
- Automation is limited
- Gets pricey per contact
Pricing starts at $13 / mo.
Email + SMS + CRM
Best for: Cost-conscious SMBs sending high email volume across markets
Why it stands out: Pay-per-send pricing keeps costs predictable as your list grows
Pros
- Pay-per-send, not per-contact
- Includes SMS + WhatsApp
- Generous free tier
Cons
- Automations less polished
- Deliverability varies by region
Pricing starts at $9 / mo.
How to choose
Frequently asked questions
Want a shortlist tailored to your funnel?
Answer a few questions and Biz Match Match will rank the best marketing automation platforms for your channels, list size, and budget.
Start free assessment