Quick Overview
- 1#1: HubSpot Marketing Hub - All-in-one inbound marketing platform with automation for B2B lead generation, nurturing, email campaigns, and CRM integration.
- 2#2: Salesforce Pardot - B2B-focused marketing automation deeply integrated with Salesforce CRM for lead scoring, nurturing, and ROI tracking.
- 3#3: Adobe Marketo Engage - Enterprise-grade marketing automation for personalized B2B customer journeys, ABM, and cross-channel orchestration.
- 4#4: Oracle Eloqua - Advanced marketing automation suite for complex B2B campaigns, lead management, and revenue performance management.
- 5#5: ActiveCampaign - Email and marketing automation platform with CRM for scalable B2B lead nurturing and sales handoff.
- 6#6: Act-On - Integrated B2B marketing automation for demand generation, email marketing, and analytics without IT dependency.
- 7#7: SharpSpring - Cost-effective marketing automation and CRM platform tailored for B2B agencies and mid-market teams.
- 8#8: Ontraport - All-in-one B2B marketing, sales, and CRM automation for streamlining customer acquisition and retention.
- 9#9: Keap - CRM and marketing automation software for small to mid-sized B2B businesses to automate sales pipelines.
- 10#10: Customer.io - Data-driven automation platform for personalized B2B messaging, journeys, and product-led growth.
Tools were chosen based on feature depth—including automation capabilities, personalization, and cross-channel orchestration—alongside performance, user-friendliness, and value to ensure alignment with the varied needs of B2B businesses.
Comparison Table
B2B marketing automation software is critical for scaling campaigns and unifying customer interactions, with top tools including HubSpot Marketing Hub, Salesforce Pardot, Adobe Marketo Engage, Oracle Eloqua, and ActiveCampaign. This comparison table outlines key features, pricing models, and performance metrics, equipping readers to choose the right solution for their business objectives.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | HubSpot Marketing Hub All-in-one inbound marketing platform with automation for B2B lead generation, nurturing, email campaigns, and CRM integration. | enterprise | 9.5/10 | 9.8/10 | 9.3/10 | 9.1/10 |
| 2 | Salesforce Pardot B2B-focused marketing automation deeply integrated with Salesforce CRM for lead scoring, nurturing, and ROI tracking. | enterprise | 9.0/10 | 9.5/10 | 7.5/10 | 8.0/10 |
| 3 | Adobe Marketo Engage Enterprise-grade marketing automation for personalized B2B customer journeys, ABM, and cross-channel orchestration. | enterprise | 8.8/10 | 9.4/10 | 7.6/10 | 8.2/10 |
| 4 | Oracle Eloqua Advanced marketing automation suite for complex B2B campaigns, lead management, and revenue performance management. | enterprise | 8.7/10 | 9.4/10 | 6.5/10 | 7.6/10 |
| 5 | ActiveCampaign Email and marketing automation platform with CRM for scalable B2B lead nurturing and sales handoff. | specialized | 8.7/10 | 8.9/10 | 8.5/10 | 9.2/10 |
| 6 | Act-On Integrated B2B marketing automation for demand generation, email marketing, and analytics without IT dependency. | specialized | 8.1/10 | 8.3/10 | 8.7/10 | 7.6/10 |
| 7 | SharpSpring Cost-effective marketing automation and CRM platform tailored for B2B agencies and mid-market teams. | other | 8.2/10 | 8.6/10 | 7.7/10 | 8.0/10 |
| 8 | Ontraport All-in-one B2B marketing, sales, and CRM automation for streamlining customer acquisition and retention. | other | 7.8/10 | 7.5/10 | 8.5/10 | 8.0/10 |
| 9 | Keap CRM and marketing automation software for small to mid-sized B2B businesses to automate sales pipelines. | other | 8.1/10 | 8.0/10 | 8.3/10 | 7.7/10 |
| 10 | Customer.io Data-driven automation platform for personalized B2B messaging, journeys, and product-led growth. | specialized | 8.3/10 | 9.0/10 | 7.8/10 | 8.0/10 |
All-in-one inbound marketing platform with automation for B2B lead generation, nurturing, email campaigns, and CRM integration.
B2B-focused marketing automation deeply integrated with Salesforce CRM for lead scoring, nurturing, and ROI tracking.
Enterprise-grade marketing automation for personalized B2B customer journeys, ABM, and cross-channel orchestration.
Advanced marketing automation suite for complex B2B campaigns, lead management, and revenue performance management.
Email and marketing automation platform with CRM for scalable B2B lead nurturing and sales handoff.
Integrated B2B marketing automation for demand generation, email marketing, and analytics without IT dependency.
Cost-effective marketing automation and CRM platform tailored for B2B agencies and mid-market teams.
All-in-one B2B marketing, sales, and CRM automation for streamlining customer acquisition and retention.
CRM and marketing automation software for small to mid-sized B2B businesses to automate sales pipelines.
Data-driven automation platform for personalized B2B messaging, journeys, and product-led growth.
HubSpot Marketing Hub
enterpriseAll-in-one inbound marketing platform with automation for B2B lead generation, nurturing, email campaigns, and CRM integration.
Flywheel analytics and operations-powered workflows for predictive lead scoring and automated personalization across the customer journey
HubSpot Marketing Hub is a leading all-in-one inbound marketing automation platform designed for B2B teams, offering tools for email campaigns, landing pages, forms, workflows, ad management, and analytics. It seamlessly integrates with HubSpot's free CRM to enable lead nurturing, personalized customer journeys, and data-driven optimization. As a scalable solution, it supports businesses from startups to enterprises in attracting, engaging, and converting prospects efficiently.
Pros
- Comprehensive inbound tools including workflows, email automation, and SEO optimization
- Seamless integration with free CRM and sales/service hubs for unified data
- Intuitive interface with extensive free resources, templates, and academy training
Cons
- Higher-tier plans become expensive for large contact lists
- Some advanced customizations require Professional or Enterprise levels
- Reporting dashboards can feel overwhelming for beginners
Best For
B2B marketing teams seeking a scalable, inbound-focused automation platform with built-in CRM for end-to-end customer lifecycle management.
Pricing
Free tools available; Starter at $20/month; Professional at $890/month (2,000 contacts); Enterprise at $3,600/month (annual billing, scales with contacts).
Salesforce Pardot
enterpriseB2B-focused marketing automation deeply integrated with Salesforce CRM for lead scoring, nurturing, and ROI tracking.
Engagement Studio for building complex, multi-channel nurture programs with dynamic content and scoring
Salesforce Pardot is a robust B2B marketing automation platform tailored for Salesforce CRM users, enabling lead generation, nurturing, scoring, and ROI tracking. It offers tools like Engagement Studio for multi-step campaigns, ABM capabilities, and advanced analytics to drive pipeline growth. Deep integration with Salesforce ensures seamless data flow and a unified view of customer interactions.
Pros
- Seamless, native integration with Salesforce CRM for real-time data sync
- Advanced lead scoring and nurturing with Einstein AI capabilities
- Comprehensive ROI reporting and ABM tools for enterprise-scale B2B
Cons
- Steep learning curve, especially for non-Salesforce users
- High pricing that scales quickly with contacts and users
- Interface feels dated compared to modern alternatives
Best For
Mid-market to enterprise B2B teams deeply invested in the Salesforce ecosystem seeking sophisticated automation.
Pricing
Starts at ~$1,250/month for Growth (10k contacts), with Plus (~$2,500), Advanced (~$4,000), and Premium tiers; custom enterprise quotes required.
Adobe Marketo Engage
enterpriseEnterprise-grade marketing automation for personalized B2B customer journeys, ABM, and cross-channel orchestration.
Advanced Engagement Programs for orchestrating personalized, multi-channel nurture campaigns at scale
Adobe Marketo Engage is a comprehensive B2B marketing automation platform designed to help enterprises manage the entire lead lifecycle, from acquisition to revenue attribution. It excels in lead scoring, nurturing, email marketing, and account-based marketing (ABM) with deep personalization across channels. Integrated into the Adobe Experience Cloud, it provides advanced analytics and seamless connectivity with CRM systems like Salesforce.
Pros
- Powerful lead scoring and multi-channel nurturing capabilities
- Excellent integrations with Salesforce, Adobe tools, and other enterprise apps
- Robust ABM and revenue cycle analytics for precise ROI measurement
Cons
- Steep learning curve requiring dedicated training and admins
- High enterprise-level pricing not suitable for SMBs
- Interface can feel complex and cluttered for new users
Best For
Mid-to-large B2B enterprises with complex sales cycles and significant marketing budgets seeking scalable automation.
Pricing
Custom enterprise pricing, typically starting at $1,200/month for base plans, scaling with contact volume, users, and add-ons like ABM modules.
Oracle Eloqua
enterpriseAdvanced marketing automation suite for complex B2B campaigns, lead management, and revenue performance management.
Revenue Cycle Analytics for end-to-end visibility from lead generation to closed-won deals
Oracle Eloqua is a powerful enterprise-grade B2B marketing automation platform that enables complex campaign orchestration, lead nurturing, and revenue performance management. It offers advanced segmentation, multi-channel automation, email marketing, and deep integrations with CRMs like Salesforce to align marketing and sales teams. Designed for large organizations, it provides robust analytics to track marketing ROI and optimize the buyer journey across multiple touchpoints.
Pros
- Exceptional lead scoring and nurturing capabilities for complex B2B journeys
- Comprehensive analytics and revenue attribution reporting
- Extensive AppCloud marketplace for integrations and custom apps
Cons
- Steep learning curve and complex interface for new users
- High cost with custom enterprise pricing
- Lengthy implementation and setup process
Best For
Large enterprises with sophisticated B2B marketing needs and dedicated teams to manage complex campaigns.
Pricing
Custom enterprise pricing; typically starts at $2,000-$5,000/month based on contacts, features, and usage.
ActiveCampaign
specializedEmail and marketing automation platform with CRM for scalable B2B lead nurturing and sales handoff.
Customer Experience Automation (CXA) with machine learning for predictive send times and dynamic content recommendations
ActiveCampaign is a powerful marketing automation platform designed for email marketing, CRM, and customer journey orchestration, enabling B2B teams to automate personalized communications across email, SMS, and site messaging. It features a visual automation builder for creating complex workflows based on user behavior, lead scoring, and sales pipelines. With built-in CRM and machine learning tools, it helps nurture leads and drive revenue without needing extensive custom development.
Pros
- Intuitive drag-and-drop automation builder for complex B2B workflows
- Built-in CRM with lead scoring and deal pipelines
- Affordable pricing with extensive integrations (1,000+ apps)
Cons
- Reporting and analytics lack depth on lower plans
- Steeper learning curve for advanced automations
- Limited native account-based marketing (ABM) tools compared to enterprise rivals
Best For
Small to mid-sized B2B teams needing cost-effective automation, CRM, and behavioral personalization without enterprise complexity.
Pricing
Starts at $29/mo (Lite, 500 contacts), Plus $49/mo, Professional $149/mo, Enterprise $259+/mo; billed annually with contact-based scaling.
Act-On
specializedIntegrated B2B marketing automation for demand generation, email marketing, and analytics without IT dependency.
Revenue Cycle Explorer for precise marketing attribution across the buyer journey
Act-On is a B2B marketing automation platform that enables marketers to create email campaigns, manage leads, build landing pages, and execute account-based marketing strategies. It emphasizes seamless CRM integrations, particularly with Salesforce, and provides tools for lead scoring, nurturing, and revenue attribution to align marketing with sales. Designed for mid-market teams, it offers an intuitive interface for rapid deployment without requiring extensive technical expertise.
Pros
- Intuitive drag-and-drop interface for quick campaign setup
- Robust integrations with Salesforce and other CRMs for real-time data sync
- Strong revenue attribution and ROI reporting tools
Cons
- Pricing is quote-based and can be steep for smaller teams
- Advanced analytics and customization limited in lower tiers
- Weaker multichannel support compared to top competitors like Marketo
Best For
Mid-sized B2B companies seeking straightforward marketing automation with strong CRM integration and fast time-to-value.
Pricing
Custom quote-based pricing starting at around $900-$2,000/month, scaling with contact volume and features.
SharpSpring
otherCost-effective marketing automation and CRM platform tailored for B2B agencies and mid-market teams.
White-label agency dashboard for seamless multi-client management and branding
SharpSpring is a robust B2B marketing automation platform that combines CRM, email marketing, landing pages, SMS, and advanced workflow automation to help marketers nurture leads and close deals. Tailored for agencies and mid-sized B2B teams, it offers account-based marketing (ABM) tools, lead scoring, and predictive analytics to optimize revenue growth. Its agency-friendly features, including white-labeling and reseller programs, make it ideal for scaling client campaigns efficiently.
Pros
- Comprehensive all-in-one suite with strong CRM integration and ABM capabilities
- Agency-focused white-labeling and multi-client management tools
- Powerful automation workflows and detailed reporting for B2B revenue attribution
Cons
- Steeper learning curve for non-expert users
- Pricing can be expensive for smaller teams or startups
- Fewer native integrations compared to top competitors like HubSpot
Best For
Mid-sized B2B agencies and marketing teams seeking scalable automation with agency reseller options.
Pricing
Starts at $449/month for up to 500 contacts (Starter plan), scales to $1,299+/month for Enterprise with unlimited contacts; custom agency pricing available.
Ontraport
otherAll-in-one B2B marketing, sales, and CRM automation for streamlining customer acquisition and retention.
Visual Campaign Builder for drag-and-drop automation of multi-step marketing and sales funnels
Ontraport is an all-in-one marketing automation platform designed for small to mid-sized businesses, integrating CRM, email marketing, landing pages, payment processing, and automation workflows into a single system. It enables users to create visual campaigns for lead nurturing, sales funnels, and customer management without needing coding expertise. While versatile for general marketing, it supports B2B use cases like lead scoring and tagging but lacks some enterprise-grade features found in dedicated B2B tools.
Pros
- All-in-one platform eliminates the need for multiple tools
- Intuitive visual campaign builder simplifies complex automations
- Strong customer support and training resources
Cons
- Limited advanced B2B features like account-based marketing or sales intelligence
- Pricing scales quickly with contact volume
- Fewer native integrations compared to top enterprise competitors
Best For
Small to mid-sized B2B teams needing an affordable, user-friendly all-in-one solution for basic marketing automation and CRM without enterprise complexity.
Pricing
Starts at $99/month (up to 1,000 contacts), with tiers up to $479/month (25,000 contacts); custom enterprise plans available.
Keap
otherCRM and marketing automation software for small to mid-sized B2B businesses to automate sales pipelines.
Visual Campaign Builder for intuitive, drag-and-drop automation of multi-step B2B marketing workflows
Keap (formerly Infusionsoft) is an all-in-one CRM and marketing automation platform tailored for small to medium-sized businesses, offering tools for email marketing, lead nurturing, sales pipeline management, and automated workflows. It integrates marketing, sales, and customer service functions to help B2B teams capture leads, nurture relationships, and close deals efficiently. With features like landing pages, forms, SMS marketing, and payment processing, Keap simplifies complex automation tasks into visual, drag-and-drop campaigns.
Pros
- Integrated CRM and marketing automation in one platform
- Visual campaign builder for easy workflow creation
- Strong lead scoring and nurturing capabilities
Cons
- Limited advanced analytics and reporting for enterprise needs
- Pricing can feel steep for smaller teams
- Scalability issues for very large B2B operations
Best For
Small to medium B2B businesses seeking an affordable all-in-one solution for marketing automation and CRM without needing enterprise-level complexity.
Pricing
Starts at $199/user/month (Pro plan, billed annually) up to $299/user/month (Max plan); custom enterprise pricing available.
Customer.io
specializedData-driven automation platform for personalized B2B messaging, journeys, and product-led growth.
Real-time behavioral automation triggered by granular product events
Customer.io is a customer messaging and automation platform designed for data-driven personalization, allowing B2B teams to build behavioral journeys triggered by user actions across products and apps. It excels in integrating with tools like Segment or RudderStack to capture real-time events, enabling automated emails, SMS, push notifications, and web personalizations. While strong for product-led B2B growth, it focuses more on individual user engagement than traditional lead scoring or account-based marketing.
Pros
- Powerful behavioral triggers based on product usage data
- Deep customization with Liquid templating and APIs
- Multi-channel delivery including email, SMS, and in-app
Cons
- Steeper learning curve for complex journeys
- Pricing escalates rapidly with user volume
- Weaker native support for sales handoff and ABM
Best For
B2B SaaS companies focused on product-led growth and personalized user messaging at scale.
Pricing
Essentials plan starts at $150/month (up to 3K monthly tracked users); Flexible plans are custom-priced based on volume and features.
Conclusion
The reviewed tools showcase standout options for B2B marketing automation, with the top three leading in distinct strengths. HubSpot Marketing Hub secures the top spot, offering a versatile, all-in-one platform ideal for diverse lead management and nurturing needs. Salesforce Pardot shines with its tight CRM integration and robust ROI tracking, making it a top pick for Salesforce users, while Adobe Marketo Engage impresses with enterprise-grade personalization and cross-channel orchestration—each serving as a strong alternative based on specific business goals. Together, these tools redefine effective automation in B2B spaces.
Don’t miss out on streamlining your marketing efforts—start with HubSpot Marketing Hub to unlock better lead generation, nurturing, and growth today.
Tools Reviewed
All tools were independently evaluated for this comparison