10 Best Marketing Automation Software of 2026

HubSpot Marketing Hub ranks first because it covers the full lifecycle on one CRM record without asking a small team to commit to an enterprise contract. The free plan already automates email campaigns and includes live chat and an AI assistant. Starter, listed at $20 per seat per month and discounted to $10 for new customers for a limited time, adds calls-to-action and removes HubSpot branding. Professional, from $100 per seat, is where most nurture and scoring programs will live: it adds content personalization, AI search visibility tools and a customer agent. HubSpot also lists a Nurture Agent that rewrites each nurture email using CRM data and behavior, WhatsApp and SMS messaging, lookalike lists and multi-touch attribution with customer path analytics. Enterprise, from $175 per seat, adds revenue tracking, multiple accounts and data access controls. The trade-off is cost at scale: seat pricing adds up quickly on Professional and Enterprise, so model your team size before you upgrade.

ActiveCampaign is the best value for teams that want real multi-step automation without a large contract. Every plan, including the $15 Starter billed yearly for 1,000 contacts, includes multi-step marketing automation, AI-powered automation and campaign builders, and email campaigns with more than 250 templates. Plus, at $49, adds cross-channel marketing, generative AI for content and images, landing pages and site messages, and makes the Enhanced CRM add-on available. Pro, at $79, is the plan lifecycle marketers will want: predictive sending at each contact's best time, conditional content inside one email, advanced segmentation, and attribution and conversion tracking with 200 active business goals. Enterprise at $145 adds single sign-on, HIPAA support, custom objects and Salesforce integration. The limits are seats and tiers. Starter and Plus include a single user, Pro includes three, and several features that matter for scoring and segmentation are held for Pro and Enterprise. Prices also rise with contact count, so price your list before you commit.

Brevo is a practical choice for small businesses that want to start free and add automation as they grow. The free plan needs no credit card. Starter adds email from 5,000 sends a month, a drag-and-drop editor, an AI content generator, advanced segmentation and forms that trigger follow-up emails. Standard is the first plan with marketing automation, and Brevo lists an unlimited number of multi-step workflows plus A/B testing, AI send time optimization, web and event tracking and a landing page. Professional adds WhatsApp, popups and push channels, 10 seats, AI segmentation and contact scoring that includes RFM and CLV models, which is the tier B2B teams would need for lead scoring. Pricing from our location was shown in euros only, so we have marked the USD price as pending. The main trade-off is the jump from Standard to Professional: scoring and multi-user access sit on a much more expensive plan than the entry tiers.

Klaviyo is the specialist pick for ecommerce lifecycle automation. Its flows cover the programs online stores run most: abandoned cart split by cart size, browse abandonment, post-purchase follow-up split by order count, review requests, price drop alerts and back-in-stock reminders. Conditional splits branch a flow by actions a person has or has not taken, profile data, location, list membership, predictive analytics or a random sample for A/B tests, and trigger splits can use the cart value or product category from the event that started the flow. Email, SMS and push run in the same flow, and webhooks send data to other tools for things like loyalty points. The free plan includes up to 250 profiles, 500 email sends a month and $5 of mobile messages. Paid prices did not load in USD in our check, so pricing is pending. B2B teams will find less here for lead scoring and sales handoff.

GetResponse is an approachable all-in-one tool for small businesses that want automation alongside email and landing pages. Pricing starts at $19 a month for unlimited messages to 1,000 subscribers, and every plan includes unlimited email sends, AI content generators, a welcome series, landing pages, signup forms and popups. Starter is limited to one custom automation workflow, so most teams running nurture programs will want Marketer, which adds unlimited workflows, advanced segmentation, abandoned cart recovery, sales funnels and web push. The automation builder lists contact scoring and tagging, visited URL and event-based triggers, purchase automation and dynamic segmentation, which covers basic lead scoring. Creator adds webinars, a website builder and a course creator. Enterprise adds a dedicated IP, single sign-on and transactional emails. GetResponse lacks the CRM depth of HubSpot and the B2B sales alignment of Marketo or Act-On, but for a small team it is easy to learn and inexpensive.

Zoho Marketing Automation packs B2B features into an inexpensive, contact-based plan. Every tier includes unlimited emails, free onboarding, signup forms and pop-ups, and 1,000,000 non-marketing contacts. Standard includes 10 users, basic segmentation, a basic workflow builder with templates, SMS, social and WhatsApp marketing and website behavior tracking. Professional is the tier for nurture and scoring: complete contact management with scoring, tags and lifecycle stages, advanced segmentation, an advanced workflow builder with reports, landing pages, A/B testing and a marketing planner, with 15 users. Enterprise adds lead attribution, X-RAY tracing of workflows, webhooks, custom roles and 25 users. Zoho also lists lead stages to classify prospects by engagement and an integration that pulls leads from Zoho CRM. Prices showed in euros from our location, so we have marked the USD price as pending. The interface is less polished than HubSpot's, and the deepest reporting sits on Enterprise.

Customer.io is the right tool when lifecycle messages should fire from what users do inside a product rather than from form fills. Its visual workflow builder automates campaigns across email, mobile and web push, in-app messages, SMS, WhatsApp, LINE and webhooks. Essentials, from $100 a month billed monthly, includes 5,000 profiles, 1 million emails a month, two object types, unlimited user seats and unlimited push and in-app messages. Segments, custom objects, an AI-powered segment builder, send-time optimization, A/B and multivariate testing, conversion tracking and reverse ETL are listed on every plan. Premium, from $1,000 a month billed yearly, adds 10 object types, data warehouse destinations, HIPAA compliance and premium support. Early-stage companies that raised under $10M can get a year free. The trade-off is setup: you need event data flowing in from your app, which usually means engineering time. There is also no B2B lead scoring or sales handoff, so it is not a fit for classic demand generation.

Adobe Marketo Engage has the deepest feature set on this list for B2B nurture and scoring. Adobe lists multi-step campaigns that adapt to behavior and data changes, intelligent cross-channel nurturing across email, web, mobile, chat, events, webinars and digital ads, and scoring, routing and alerts that update lead scores automatically. Native, bi-directional integrations with Salesforce, Microsoft Dynamics and Veeva deliver engagement data to sales in the CRM. Reporting includes out-of-the-box dashboards, custom reports and multi-touch attribution, and higher packages add predictive content, predictive audiences, dynamic chat, target account management and sandboxes. Workspaces and partitions let large organizations separate data by team or region. Adobe now adds agentic AI for campaign creation and operations. Marketo is sold in four packages, Growth, Select, Prime and Ultimate, with no public prices. The trade-off is effort and cost: it rewards teams with a dedicated marketing operations staff and is more platform than a small team can use.

Act-On is a dedicated B2B marketing automation platform with an unusual pricing model. Instead of charging for every contact in the database, it charges for Active Contacts, the contacts you engage in a given month, and keeps the engagement history of inactive contacts so you do not have to purge them. Professional starts at $900 a month for 2,500 active contacts and includes automated engagement programs, website and landing page visitor tracking, scoring for visitors, prospects and customers, behavioral and demographic lists, landing pages and forms, an open API and AI predictive lead scoring. Enterprise adds CRM integration with Salesforce, SugarCRM, NetSuite and Dynamics, Data Studio for BI reporting, account-based marketing and twice the user accounts. On Professional, several of those are paid add-ons. An annual contract is required. Act-On suits B2B teams with a big database and a smaller active audience, but its entry price is high for small companies.

Salesforce Marketing Cloud Account Engagement, the product formerly called Pardot, is the natural choice for B2B teams that already run their sales process in Salesforce. It works directly with Salesforce CRM objects such as Leads, Contacts and Opportunities, so nurture activity and scores land where reps already work. Growth+, at $1,250 per org per month billed annually, includes 10,000 contacts, lead nurturing and scoring, Agentforce campaign creation, 50 forms, 50 form handlers and 50 landing pages. Plus+, at $2,750, adds AI-powered scoring, B2B Marketing Analytics, account-based marketing and unlimited forms and landing pages. Advanced+ at $4,400 adds business units and a dedicated IP address. Every edition now includes Marketing Cloud Next features, such as SMS and WhatsApp as add-ons and Salesforce Flow for marketers. The downsides are price and complexity: every edition needs an annual contract, and the entry plan costs more than any other verified price here.