Quick Overview
- 1#1: HubSpot Marketing Hub - All-in-one inbound marketing platform with advanced email automation, personalization, and CRM integration for B2B lead nurturing.
- 2#2: Adobe Marketo Engage - Enterprise-grade marketing automation software specializing in B2B account-based marketing and complex email campaigns.
- 3#3: Salesforce Pardot - B2B marketing automation tool natively integrated with Salesforce for lead scoring, email nurturing, and ROI tracking.
- 4#4: ActiveCampaign - Email marketing and automation platform with deep CRM features, site tracking, and machine learning for B2B personalization.
- 5#5: Act-On - Marketing automation solution tailored for mid-market B2B teams with easy email campaign management and analytics.
- 6#6: Oracle Eloqua - Robust enterprise platform for B2B cross-channel marketing orchestration including sophisticated email marketing.
- 7#7: Mailchimp - User-friendly email marketing service with automation, segmentation, and ecommerce integrations adaptable for B2B.
- 8#8: Brevo - Affordable all-in-one platform for transactional and marketing emails with CRM and automation for B2B growth.
- 9#9: GetResponse - Email marketing tool with automation workflows, landing pages, and webinars optimized for B2B lead generation.
- 10#10: Moosend - Customer journey-focused email marketing platform with automation and A/B testing for B2B campaigns.
We evaluated tools based on key metrics: robust features (automation, personalization, CRM integration), reliability, user-friendliness, and overall value, ensuring the list reflects top performers across business sizes and objectives.
Comparison Table
This comparison table explores a range of B2B email marketing tools, from HubSpot Marketing Hub and Adobe Marketo Engage to Salesforce Pardot and ActiveCampaign, offering a clear overview for teams. Readers will find key features, pricing insights, and usability takeaways to match the right software with their unique needs.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | HubSpot Marketing Hub All-in-one inbound marketing platform with advanced email automation, personalization, and CRM integration for B2B lead nurturing. | enterprise | 9.4/10 | 9.7/10 | 9.1/10 | 8.6/10 |
| 2 | Adobe Marketo Engage Enterprise-grade marketing automation software specializing in B2B account-based marketing and complex email campaigns. | enterprise | 9.2/10 | 9.6/10 | 7.1/10 | 8.3/10 |
| 3 | Salesforce Pardot B2B marketing automation tool natively integrated with Salesforce for lead scoring, email nurturing, and ROI tracking. | enterprise | 8.4/10 | 9.2/10 | 7.1/10 | 7.6/10 |
| 4 | ActiveCampaign Email marketing and automation platform with deep CRM features, site tracking, and machine learning for B2B personalization. | enterprise | 9.1/10 | 9.5/10 | 8.2/10 | 8.7/10 |
| 5 | Act-On Marketing automation solution tailored for mid-market B2B teams with easy email campaign management and analytics. | enterprise | 8.2/10 | 8.5/10 | 8.0/10 | 7.5/10 |
| 6 | Oracle Eloqua Robust enterprise platform for B2B cross-channel marketing orchestration including sophisticated email marketing. | enterprise | 8.2/10 | 9.4/10 | 6.7/10 | 7.1/10 |
| 7 | Mailchimp User-friendly email marketing service with automation, segmentation, and ecommerce integrations adaptable for B2B. | specialized | 8.5/10 | 8.2/10 | 9.4/10 | 8.8/10 |
| 8 | Brevo Affordable all-in-one platform for transactional and marketing emails with CRM and automation for B2B growth. | specialized | 8.2/10 | 8.5/10 | 8.4/10 | 8.6/10 |
| 9 | GetResponse Email marketing tool with automation workflows, landing pages, and webinars optimized for B2B lead generation. | specialized | 8.2/10 | 8.4/10 | 8.6/10 | 8.3/10 |
| 10 | Moosend Customer journey-focused email marketing platform with automation and A/B testing for B2B campaigns. | specialized | 8.2/10 | 8.0/10 | 9.0/10 | 9.3/10 |
All-in-one inbound marketing platform with advanced email automation, personalization, and CRM integration for B2B lead nurturing.
Enterprise-grade marketing automation software specializing in B2B account-based marketing and complex email campaigns.
B2B marketing automation tool natively integrated with Salesforce for lead scoring, email nurturing, and ROI tracking.
Email marketing and automation platform with deep CRM features, site tracking, and machine learning for B2B personalization.
Marketing automation solution tailored for mid-market B2B teams with easy email campaign management and analytics.
Robust enterprise platform for B2B cross-channel marketing orchestration including sophisticated email marketing.
User-friendly email marketing service with automation, segmentation, and ecommerce integrations adaptable for B2B.
Affordable all-in-one platform for transactional and marketing emails with CRM and automation for B2B growth.
Email marketing tool with automation workflows, landing pages, and webinars optimized for B2B lead generation.
Customer journey-focused email marketing platform with automation and A/B testing for B2B campaigns.
HubSpot Marketing Hub
enterpriseAll-in-one inbound marketing platform with advanced email automation, personalization, and CRM integration for B2B lead nurturing.
Seamless CRM-powered personalization and behavioral email triggers
HubSpot Marketing Hub is an all-in-one inbound marketing platform with robust B2B email marketing capabilities, enabling users to create personalized emails, automate workflows, and nurture leads through the entire buyer journey. It seamlessly integrates with HubSpot's free CRM for advanced segmentation, behavioral tracking, and lead scoring directly within email campaigns. The platform offers drag-and-drop email builders, A/B testing, and detailed analytics to optimize performance and ROI.
Pros
- Deep CRM integration for hyper-personalized B2B campaigns
- Powerful automation workflows and smart lists
- Comprehensive analytics and A/B testing tools
Cons
- Premium features locked behind expensive plans
- Steep learning curve for advanced customizations
- Limited email deliverability tools compared to specialists
Best For
Scaling B2B marketing teams needing integrated email, CRM, and analytics for lead nurturing.
Pricing
Free tools available; Starter at $20/month, Professional at $800/month, Enterprise at $3,600/month (billed annually).
Adobe Marketo Engage
enterpriseEnterprise-grade marketing automation software specializing in B2B account-based marketing and complex email campaigns.
Engagement Programs for automated, multi-wave nurturing across email, ads, and web tailored to buyer stages
Adobe Marketo Engage is a powerful marketing automation platform designed for B2B organizations, excelling in lead generation, nurturing, and revenue attribution through sophisticated email campaigns and multi-channel orchestration. It provides deep insights into buyer behavior with real-time tracking and personalization at scale. Integrated within the Adobe Experience Cloud, it supports account-based marketing (ABM), lead scoring, and seamless CRM integrations like Salesforce.
Pros
- Exceptional lead scoring and nurturing capabilities with behavioral triggers
- Robust ABM and multi-channel campaign orchestration
- Advanced analytics and revenue cycle management for ROI tracking
Cons
- Steep learning curve requiring dedicated specialists
- High cost prohibitive for SMBs
- Complex setup and customization process
Best For
Mid-to-large B2B enterprises with complex sales cycles needing enterprise-grade marketing automation.
Pricing
Custom enterprise pricing, typically starting at $1,200/month for basic plans, scaling to $10,000+/month based on contacts and features; annual contracts required.
Salesforce Pardot
enterpriseB2B marketing automation tool natively integrated with Salesforce for lead scoring, email nurturing, and ROI tracking.
Native, bidirectional Salesforce CRM integration for real-time lead handoff and closed-loop reporting
Salesforce Pardot is a robust B2B marketing automation platform specializing in email marketing, lead generation, and nurturing for complex sales cycles. It offers advanced features like behavioral tracking, personalized drip campaigns, A/B testing, and dynamic content to engage prospects effectively. Deeply integrated with Salesforce CRM, it enables seamless data synchronization, lead scoring, and ROI reporting for sales and marketing alignment.
Pros
- Seamless integration with Salesforce CRM for unified data and workflows
- Advanced lead scoring, nurturing, and personalization tools tailored for B2B
- Comprehensive analytics and ROI tracking with Einstein AI enhancements
Cons
- Steep learning curve requiring significant training and expertise
- High pricing that may not suit small or mid-sized businesses
- Less intuitive interface compared to simpler email marketing tools
Best For
Enterprise B2B marketing teams deeply embedded in the Salesforce ecosystem needing sophisticated automation for long sales cycles.
Pricing
Tiered pricing starts at $1,250/month (Growth, up to 10K contacts), $2,500/month (Plus), and $12,000+/month (Advanced), billed annually with per-contact scaling.
ActiveCampaign
enterpriseEmail marketing and automation platform with deep CRM features, site tracking, and machine learning for B2B personalization.
Visual automation builder for creating intricate, conditional multi-channel customer journeys
ActiveCampaign is a comprehensive B2B email marketing platform that integrates advanced automation, CRM functionality, and multichannel messaging to nurture leads and drive revenue. It enables users to create sophisticated customer journeys with behavioral tracking, lead scoring, and personalized content based on site visits and email interactions. Ideal for scaling B2B operations, it combines email marketing with sales automation in a single tool.
Pros
- Powerful automation workflows for complex B2B lead nurturing
- Built-in CRM with lead scoring and deal pipelines
- High deliverability and extensive integrations with sales tools
Cons
- Steep learning curve for advanced features
- Pricing scales rapidly with contact list size
- Reporting lacks depth compared to enterprise competitors
Best For
Mid-sized B2B companies seeking integrated marketing automation and CRM for personalized lead nurturing at scale.
Pricing
Starts at $29/mo (Lite, 500 contacts), Plus at $49/mo, Professional at $149/mo; Enterprise custom; billed annually.
Act-On
enterpriseMarketing automation solution tailored for mid-market B2B teams with easy email campaign management and analytics.
Two-way, real-time CRM synchronization that automatically keeps marketing data aligned with sales without manual exports
Act-On is a B2B-focused marketing automation platform that excels in email marketing, lead nurturing, and account-based marketing (ABM). It provides tools for creating personalized email campaigns, building landing pages, and tracking revenue attribution across the buyer journey. With strong integrations to CRMs like Salesforce and HubSpot, it helps mid-market teams align marketing and sales efforts to generate and accelerate pipeline.
Pros
- Deep CRM integrations with real-time data sync
- Robust ABM and lead scoring capabilities
- Comprehensive analytics for revenue attribution
Cons
- Higher pricing compared to some competitors
- Limited out-of-the-box templates and design flexibility
- Steeper learning curve for advanced automations
Best For
Mid-sized B2B companies seeking integrated marketing automation with strong CRM connectivity and ABM features.
Pricing
Starts at around $900/month for Professional plan (billed annually), scaling to custom Enterprise pricing based on contacts and features.
Oracle Eloqua
enterpriseRobust enterprise platform for B2B cross-channel marketing orchestration including sophisticated email marketing.
Revenue Performance Management for end-to-end attribution from lead to revenue
Oracle Eloqua is a powerful enterprise-grade marketing automation platform tailored for B2B organizations, specializing in email marketing, lead nurturing, and revenue cycle management. It provides advanced segmentation, personalization, A/B testing, and deep CRM integrations to drive complex, multi-channel campaigns. With robust analytics and lead scoring, it helps align marketing and sales efforts to measure ROI effectively.
Pros
- Exceptional advanced segmentation and personalization for targeted B2B campaigns
- Seamless integrations with major CRMs like Salesforce and Oracle CX
- Comprehensive analytics and revenue attribution tracking
Cons
- Steep learning curve and complex interface requiring training
- High cost unsuitable for SMBs
- Occasionally slow performance with large datasets
Best For
Large B2B enterprises with sophisticated marketing operations teams needing deep lead management and revenue insights.
Pricing
Custom enterprise pricing; typically starts at $2,000-$5,000/month based on contacts, features, and usage—contact sales for quote.
Mailchimp
specializedUser-friendly email marketing service with automation, segmentation, and ecommerce integrations adaptable for B2B.
Customer Journey Builder for creating multi-step, behavioral-triggered email automations
Mailchimp is a versatile email marketing platform that enables businesses to design, automate, and analyze email campaigns with a focus on user-friendly tools and pre-built templates. It supports audience segmentation, A/B testing, and integrations with CRM systems like Salesforce, making it suitable for B2B outreach. While it excels in ease of use, it offers growing automation capabilities through its Customer Journey Builder for nurturing leads across multiple touchpoints.
Pros
- Intuitive drag-and-drop editor for quick campaign creation
- Generous free plan for up to 500 contacts and 1,000 sends/month
- Strong integrations with popular B2B tools like HubSpot and Google Workspace
Cons
- Pricing escalates significantly for large contact lists and advanced features
- Limited native support for complex B2B account-based marketing (ABM)
- Reporting and analytics lack depth for enterprise-scale B2B operations
Best For
Small to mid-sized B2B teams needing an accessible, all-in-one email marketing solution without steep learning curves.
Pricing
Free plan for basics; Essentials from $13/mo (5K contacts), Standard from $20/mo, Premium from $350/mo, with annual discounts available.
Brevo
specializedAffordable all-in-one platform for transactional and marketing emails with CRM and automation for B2B growth.
Superior transactional email handling with dedicated IP options for high-volume B2B reliability
Brevo (formerly Sendinblue) is an all-in-one digital marketing platform specializing in B2B email marketing, transactional emails, automation, and CRM integration. It enables businesses to create targeted campaigns, segment audiences based on behavior, and automate workflows across email, SMS, and chat channels. With strong deliverability rates and multi-channel capabilities, it's designed for scaling B2B operations without needing multiple tools.
Pros
- High deliverability for transactional emails critical in B2B
- Unlimited contacts on paid plans with affordable scaling
- Robust automation and multi-channel (SMS, WhatsApp) support
Cons
- Advanced analytics and reporting limited in lower tiers
- Interface can feel overwhelming for absolute beginners
- Customization options less flexible than top enterprise competitors
Best For
B2B teams seeking cost-effective email automation combined with CRM and transactional messaging for mid-sized operations.
Pricing
Free plan (300 emails/day); Starter from $25/mo (20K emails), Business from $65/mo, Enterprise custom.
GetResponse
specializedEmail marketing tool with automation workflows, landing pages, and webinars optimized for B2B lead generation.
Integrated webinar tool for hosting live and on-demand sessions directly within the platform
GetResponse is an all-in-one email marketing platform designed for businesses to create, automate, and optimize email campaigns, landing pages, and webinars. It offers advanced automation workflows, A/B testing, list segmentation, and integrations with CRMs like Salesforce and HubSpot, making it suitable for B2B lead nurturing and conversion. The platform also includes e-commerce tools and analytics to track performance across multichannel campaigns.
Pros
- Robust automation and workflow builder for B2B lead nurturing
- Built-in webinar hosting ideal for B2B sales demos
- User-friendly drag-and-drop editor and extensive template library
- Strong integrations with popular B2B tools like Zapier and Google Workspace
Cons
- Advanced reporting lacks depth compared to enterprise competitors
- Some key features like full automation require higher-tier plans
- Customer support response times can be inconsistent for non-premium users
- Limited customization in sales funnel builder for complex B2B pipelines
Best For
Small to mid-sized B2B teams needing an affordable, all-in-one platform for email automation and webinars without heavy customization.
Pricing
Starts at $19/month (billed annually) for 1,000 contacts on the Email Marketing plan; Marketing Automation at $59/month unlocks workflows; scales up to $1,199/month for 100k+ contacts.
Moosend
specializedCustomer journey-focused email marketing platform with automation and A/B testing for B2B campaigns.
Unlimited email sends on every plan, enabling high-volume B2B campaigns without usage-based fees.
Moosend is an all-in-one email marketing platform tailored for B2B teams, offering drag-and-drop email builders, advanced automation workflows, and subscriber segmentation to nurture leads and drive conversions. It includes tools for creating landing pages, signup forms, A/B testing, and detailed analytics to optimize campaigns. With integrations for CRMs like HubSpot and Salesforce, it's designed to streamline B2B marketing efforts without complexity.
Pros
- Unlimited email sends on all plans for cost efficiency
- Intuitive drag-and-drop editor and automation builder
- Strong A/B testing and basic CRM integrations for B2B workflows
Cons
- Limited advanced B2B features like deep behavioral tracking
- Reporting lacks some enterprise-level customization
- Fewer integrations than top competitors like ActiveCampaign
Best For
Small to mid-sized B2B companies needing affordable, user-friendly email automation for lead nurturing.
Pricing
Free for up to 1,000 subscribers; paid plans start at $9/mo for 500 subs (unlimited emails), scaling to $665+/mo for 100,000+ subs with custom enterprise options.
Conclusion
The reviewed tools span various needs, from all-in-one inbound workflows to enterprise account-based marketing and native CRM integration. At the top, HubSpot Marketing Hub stands out with its robust automation, personalization, and seamless CRM tie-in, setting the benchmark for B2B lead nurturing. Adobe Marketo Engage and Salesforce Pardot, however, excel as strong alternatives—Marketo for complex enterprise campaigns and Pardot for those deeply integrated with Salesforce.
Take the first step toward more effective B2B email marketing by trying HubSpot Marketing Hub; its intuitive tools and comprehensive features can transform how you nurture leads and drive results.
Tools Reviewed
All tools were independently evaluated for this comparison