Best Marketing Automation Software (2026): Top 10 Compared

Marketing Hub is the marketing product within HubSpot's platform, sharing its contact records with the company's sales and service products. The product page groups its capabilities into three areas: attracting and converting visitors, automating campaigns, and reporting on return.

Acquisition tools include ad management across Meta, Google, LinkedIn and TikTok, adaptive forms, audience segments that target anonymous visitors by fit and intent, lookalike lists, and an AEO tool that tracks brand visibility in AI answers. Automation is organised around Marketing Studio, a workspace for planning and executing campaigns, AI-assisted email personalised from CRM data, and website personalisation. Reporting covers campaign analytics and dashboards, multi-touch revenue attribution, customer journey analytics and a journey analysis tool called Pathfinder. Customer Agent and Prospecting Agent are presented as AI agents for converting traffic and sending outreach. Social media management is included, which overlaps with standalone social tools.

Adobe describes Marketo Engage as an enterprise marketing automation product for scaling personalised buyer engagement and building pipeline. The product page lists seven capability areas: AI and agentic features, campaign operations, omnichannel engagement, personalised content, sales intelligence, marketing analytics, and profiles and audiences.

Campaign operations covers multi-step campaigns built in a visual interface, rules that update field values and lead scores, and cloning of campaigns and assets. Engagement is documented across email, web, mobile, chat, events, webinars and digital advertising. Generative AI, including Firefly-powered images, is presented for email copy and subject lines, and agents are described as handling journey creation, data normalisation and lead investigation. The package table places lead and account database, segmentation, scoring and routing, landing pages and campaign reporting in all four packages. Attribution and ROI dashboards, predictive content, dynamic chat and interactive webinars appear from Select or Prime upward, with Marketo Measure and workspaces at the top.

Account Engagement is Salesforce's B2B marketing automation product. The product page frames it around AI agents that capture and qualify leads, nurture buyers, run multi-step nurtures and hand opportunities to sales.

The pricing page states that every current edition includes Marketing Cloud Next, Growth Edition on Growth+ and Advanced Edition on the higher three, which adds agent-built campaigns, native SMS and WhatsApp, and advanced personalisation. Documented capabilities include lead generation, qualification and management, unlimited email marketing, Salesforce Flow for marketers, lead nurturing and scoring, AI-powered scoring and B2B marketing analytics from Plus+, and business units with developer sandboxes on the higher editions. Premium+ adds predictive analytics and Premier Success support. The product page also promotes Piper, an AI agent that engages website visitors and books meetings, and account-based programmes across email, SMS, web and WhatsApp. Attribution across paid and owned channels is presented as a unified view.

ActiveCampaign positions its product as autonomous marketing, built around an AI layer it calls Active Intelligence. The current release, Active Intelligence 3.0, is described as drafting campaigns, keeping memory and custom instructions across workflows, tracking external signals such as competitor website changes, and running scheduled recurring tasks.

The plan table lists marketing automation and email marketing on every plan. Starter caps each automation at five actions; Plus, Pro and Enterprise allow unlimited automation actions. Segmentation rises from limited to standard, advanced and premium across the four plans, and business goals from 15 to 200 active goals. Pro adds predictive and conditional content, predictive sending and attribution tracking; Enterprise adds custom objects, single sign-on and a dedicated account team. AI features on the page include an automation builder, campaign builder, suggested segments, spam check and content and image generation. An Enhanced CRM add-on adds pipelines and sales engagement.

Klaviyo describes itself as an AI marketing and service platform for B2C brands, stating it serves over 205,000 brands in 100 countries. Its product structure combines marketing channels, analytics, a customer data platform and a service helpdesk around a single profile.

Marketing covers email, SMS and mobile push, with flows and campaigns responding to customer behaviour in real time. The Klaviyo Data Platform is presented as unifying behavioural, transactional and engagement data. Composer is an AI marketing agent that, from one prompt, audits flows, segments and forms and creates campaigns; it can also schedule recurring tasks and answer questions about account data. Customer Agent is an AI service agent that the vendor states resolves 65% of questions autonomously. The helpdesk adds ticket management with full customer context. The homepage lists SOC 2 Type II certification and EU and US data residency. Integrations with ecommerce platforms, CRMs and data sources are available on the free plan, according to the pricing FAQ.

Brevo sells email and multichannel marketing to small and mid-sized businesses and states over 600,000 customers. The pricing page describes Starter for single users beginning with email, Standard for small businesses ready to automate and test, Professional for teams using data and AI across channels, and Enterprise for companies with over one million contacts.

Feature descriptions on the page include unlimited automated multi-step workflows, A/B testing of subject lines and content, AI send-time optimisation, on-site behaviour and custom event tracking for triggers and segments, contact scoring including RFM and customer lifetime value, AI segmentation, and ecommerce features such as product recommendations, back-in-stock alerts and coupons. Professional adds WhatsApp, pop-ups, mobile and web push, and ten seats. Enterprise lists a dedicated IP, single sign-on, tailored onboarding, a custom loyalty engine and connectors to warehouses, POS and ERP systems. Sales tools are bundled at Essentials or Advanced level depending on plan.

Mailchimp presents itself as email and SMS marketing for businesses that want a short learning curve. Its help centre documents four marketing plans and a pay-as-you-go alternative.

Price is set by plan and contact tier. The help article defines a contact as any audience member, subscribed, unsubscribed or non-subscribed, while archived, cleaned and deleted contacts do not count. Exceeding the contact limit mid-cycle triggers an additional charge rather than a service interruption. The plan table sets monthly sends at ten times contacts on Essentials, twelve on Standard and fifteen on Premium. Automation flows are absent on Free, capped at four steps on Essentials and allow up to 200 flows on Standard and Premium. Seats rise from one on Free to three, five and unlimited. Branded templates, custom reports and dynamic content begin at Standard; Premium adds phone and priority support and a dedicated onboarding specialist. SMS is an add-on, and over 300 integrations are listed on every plan.

Customer.io describes itself as a customer engagement platform for personalised journeys across email, push, SMS and in-app messages, built on customer data.

The pricing page lists a visual workflow builder, cross-channel campaign automation, send-time optimisation, API-triggered broadcasts, transactional email, and native WhatsApp and LINE on the higher plans. Data features include custom objects, nested data, ad audience sync, reverse ETL, data warehouse destinations and data replay. An MCP server and a beta AI agent with scheduled routines are listed. The FAQ states that customers choose a US or EU data centre at sign-up, that Customer.io stores all account data without an extra storage charge, and that each account is reviewed manually before outbound messages can be sent. Security features include SSO, two-factor authentication and SOC 2 compliance, with HIPAA compliance and audit logging also listed. A startup programme offers companies that have raised under $10 million twelve months free.

Braze positions itself as a customer engagement platform for cross-channel messaging, journey orchestration and AI-driven decisioning. Editions progress from Braze Go for early-stage growth teams, through Select for wider governance and user provisioning, to Pro with predictive AI and personalised recommendations and Enterprise with enterprise-grade orchestration and experimentation.

Every tier lists the Braze Data Platform, with cloud data ingestion, zero-copy segmentation and personalisation, custom data and catalogues, and data transformation. Channels on every tier are email, push, SMS, MMS, RCS, WhatsApp, KakaoTalk, LINE, in-app messages, banners, content cards, landing pages and feature flags. Orchestration uses Campaigns and Canvases with testing, frequency capping, rate limiting and geofences. BrazeAI features listed on every tier include generative AI, an Intelligence Suite and path and variant optimisation. SAML single sign-on, two-factor authentication and granular permissions are included in all editions.

Oracle Eloqua is Oracle's B2B marketing automation product, presented as unifying revenue teams around cross-channel campaigns and sales-ready opportunities.

The product page groups capabilities into campaign orchestration, guided campaign workflows, lead management, account-based marketing, data management, and measurement. Segmentation combines behavioural and firmographic data from several sources. Asset tools include progressive forms and dynamic emails and landing pages. Campaigns are built on a drag-and-drop canvas across email, native SMS, display, search, web, video and social. Program Canvas automates repetitive data tasks. Eloqua Advanced Intelligence applies AI to audience selection, asset creation and send timing. Guided Campaigns lets less technical marketers select prebuilt segments from Eloqua, Oracle Unity or an upload, reuse brand-approved content, and measure results at account level. Scores can be aggregated to accounts and passed to Oracle CX Sales as qualified opportunities. Oracle states that Eloqua supports multiple lead and account scoring models.