Quick Overview
- 1#1: Salesforce Marketing Cloud - Comprehensive enterprise platform for orchestrating personalized marketing campaigns across email, SMS, push notifications, social, ads, and web.
- 2#2: Adobe Marketo Engage - AI-powered marketing automation solution for lead management and cross-channel campaign execution with deep personalization.
- 3#3: Oracle Eloqua - Robust B2B marketing automation tool for complex revenue orchestration across email, web, events, and paid media.
- 4#4: HubSpot Marketing Hub - All-in-one inbound platform supporting email, social media, ads, SEO, and content across the customer lifecycle.
- 5#5: Braze - Real-time customer engagement platform delivering personalized experiences via email, SMS, push, in-app, and web messaging.
- 6#6: Iterable - Data-driven cross-channel platform for building dynamic customer journeys across email, SMS, push, and in-app channels.
- 7#7: Klaviyo - Ecommerce-focused marketing platform excelling in email, SMS, and push notifications with advanced segmentation and flows.
- 8#8: ActiveCampaign - Affordable automation tool integrating email, SMS, site tracking, and CRM for automated cross-channel customer experiences.
- 9#9: Emarsys - AI-driven omnichannel platform unifying customer data for personalized campaigns across email, SMS, web, and app.
- 10#10: Insider - Unified growth platform enabling real-time personalization and orchestration across web, app, email, SMS, and ads.
We evaluated these tools based on robust cross-channel functionality, advanced features like AI-driven personalization, intuitive usability, and overall value, ensuring they meet the needs of businesses ranging from large enterprises to growing ecommerce ventures.
Comparison Table
Cross-channel marketing success hinges on choosing software that integrates seamlessly across touchpoints; this comparison table breaks down leading tools like Salesforce Marketing Cloud, Adobe Marketo Engage, Oracle Eloqua, HubSpot Marketing Hub, Braze, and others, examining key features, user experience, and practical applications. Readers will discover which platform best fits their business goals, from campaign automation to customer data management, and gain insights to streamline decision-making.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Salesforce Marketing Cloud Comprehensive enterprise platform for orchestrating personalized marketing campaigns across email, SMS, push notifications, social, ads, and web. | enterprise | 9.4/10 | 9.8/10 | 7.6/10 | 8.7/10 |
| 2 | Adobe Marketo Engage AI-powered marketing automation solution for lead management and cross-channel campaign execution with deep personalization. | enterprise | 9.2/10 | 9.6/10 | 7.8/10 | 8.4/10 |
| 3 | Oracle Eloqua Robust B2B marketing automation tool for complex revenue orchestration across email, web, events, and paid media. | enterprise | 8.7/10 | 9.2/10 | 6.8/10 | 7.5/10 |
| 4 | HubSpot Marketing Hub All-in-one inbound platform supporting email, social media, ads, SEO, and content across the customer lifecycle. | enterprise | 8.6/10 | 9.2/10 | 8.4/10 | 7.8/10 |
| 5 | Braze Real-time customer engagement platform delivering personalized experiences via email, SMS, push, in-app, and web messaging. | enterprise | 8.7/10 | 9.4/10 | 7.8/10 | 8.2/10 |
| 6 | Iterable Data-driven cross-channel platform for building dynamic customer journeys across email, SMS, push, and in-app channels. | specialized | 8.7/10 | 9.2/10 | 8.0/10 | 8.3/10 |
| 7 | Klaviyo Ecommerce-focused marketing platform excelling in email, SMS, and push notifications with advanced segmentation and flows. | specialized | 8.8/10 | 9.2/10 | 8.5/10 | 8.0/10 |
| 8 | ActiveCampaign Affordable automation tool integrating email, SMS, site tracking, and CRM for automated cross-channel customer experiences. | specialized | 8.7/10 | 9.2/10 | 8.0/10 | 8.8/10 |
| 9 | Emarsys AI-driven omnichannel platform unifying customer data for personalized campaigns across email, SMS, web, and app. | enterprise | 8.3/10 | 9.0/10 | 7.4/10 | 7.8/10 |
| 10 | Insider Unified growth platform enabling real-time personalization and orchestration across web, app, email, SMS, and ads. | enterprise | 8.3/10 | 8.8/10 | 7.7/10 | 8.0/10 |
Comprehensive enterprise platform for orchestrating personalized marketing campaigns across email, SMS, push notifications, social, ads, and web.
AI-powered marketing automation solution for lead management and cross-channel campaign execution with deep personalization.
Robust B2B marketing automation tool for complex revenue orchestration across email, web, events, and paid media.
All-in-one inbound platform supporting email, social media, ads, SEO, and content across the customer lifecycle.
Real-time customer engagement platform delivering personalized experiences via email, SMS, push, in-app, and web messaging.
Data-driven cross-channel platform for building dynamic customer journeys across email, SMS, push, and in-app channels.
Ecommerce-focused marketing platform excelling in email, SMS, and push notifications with advanced segmentation and flows.
Affordable automation tool integrating email, SMS, site tracking, and CRM for automated cross-channel customer experiences.
AI-driven omnichannel platform unifying customer data for personalized campaigns across email, SMS, web, and app.
Unified growth platform enabling real-time personalization and orchestration across web, app, email, SMS, and ads.
Salesforce Marketing Cloud
enterpriseComprehensive enterprise platform for orchestrating personalized marketing campaigns across email, SMS, push notifications, social, ads, and web.
Journey Builder: Visual drag-and-drop tool for designing dynamic, multi-channel customer journeys with real-time decisioning.
Salesforce Marketing Cloud is a comprehensive cross-channel marketing platform that empowers enterprises to deliver personalized customer experiences across email, SMS, mobile push, social media, ads, and web. It integrates deeply with Salesforce CRM for unified customer data, enabling sophisticated automation and journey orchestration. Advanced AI-driven insights via Einstein enhance targeting, segmentation, and optimization for large-scale campaigns.
Pros
- Unmatched cross-channel orchestration with Journey Builder for complex customer journeys
- Seamless integration with Salesforce ecosystem and robust AI analytics
- Scalable for enterprise-level volume with high deliverability and compliance tools
Cons
- Steep learning curve and complex interface requiring training
- High cost structure not ideal for small businesses
- Customization often needs developer support via AMPscript
Best For
Large enterprises with complex marketing needs requiring deep CRM integration and multi-channel personalization at scale.
Pricing
Custom enterprise pricing starting at $1,250/month for basic plans, scaling to tens of thousands based on contacts, features, and usage; contact sales for quote.
Adobe Marketo Engage
enterpriseAI-powered marketing automation solution for lead management and cross-channel campaign execution with deep personalization.
Revenue Cycle Analytics, which uniquely models and optimizes the full impact of marketing activities on pipeline and revenue across all channels
Adobe Marketo Engage is a comprehensive B2B marketing automation platform within the Adobe Experience Cloud, designed to orchestrate cross-channel campaigns across email, mobile, web, social, ads, and events. It excels in lead management, nurturing, scoring, and account-based marketing (ABM) with AI-powered personalization via Adobe Sensei. The platform provides deep analytics to measure revenue impact throughout the customer lifecycle, making it ideal for complex enterprise marketing strategies.
Pros
- Advanced cross-channel orchestration with real-time personalization and behavioral tracking
- Powerful AI-driven lead scoring, nurturing, and revenue cycle analytics
- Seamless integrations with Salesforce, Adobe Experience Cloud, and other enterprise tools
Cons
- Steep learning curve and complex interface requiring significant training
- High implementation time and costs for setup and customization
- Premium pricing makes it less accessible for SMBs
Best For
Mid-to-large B2B enterprises with complex sales cycles needing sophisticated account-based and revenue-focused cross-channel marketing automation.
Pricing
Custom quote-based pricing for enterprises, typically starting at $1,000+ per month based on contact volume, features, and support.
Oracle Eloqua
enterpriseRobust B2B marketing automation tool for complex revenue orchestration across email, web, events, and paid media.
Revenue Performance Management suite that directly links marketing activities to sales outcomes and pipeline revenue
Oracle Eloqua is an enterprise-grade marketing automation platform tailored for B2B organizations, enabling sophisticated cross-channel campaigns across email, web, social media, paid ads, events, and direct mail. It excels in lead management, nurturing, scoring, and orchestration, with deep integrations to CRMs like Salesforce and Oracle CX. The platform provides advanced analytics and revenue attribution to measure marketing's impact on pipeline and revenue.
Pros
- Powerful lead scoring, segmentation, and nurturing capabilities for complex B2B journeys
- Extensive integrations with CRM, sales tools, and over 1,000 apps
- Advanced revenue performance management and attribution reporting
Cons
- Steep learning curve and complex interface requiring significant training
- High cost with custom enterprise pricing that's prohibitive for SMBs
- Occasional performance issues with large datasets and campaigns
Best For
Large B2B enterprises with dedicated marketing operations teams needing robust cross-channel orchestration and revenue analytics.
Pricing
Custom enterprise pricing, typically starting at $10,000+ per month based on contacts and usage, with annual contracts required.
HubSpot Marketing Hub
enterpriseAll-in-one inbound platform supporting email, social media, ads, SEO, and content across the customer lifecycle.
Flywheel-powered CRM that enables hyper-personalized campaigns across all channels from a single customer record
HubSpot Marketing Hub is an all-in-one inbound marketing platform designed to manage campaigns across email, social media, SEO, content, landing pages, and paid ads, all unified through its powerful CRM. It enables personalized customer journeys by tracking interactions across channels and automating workflows based on behavior. The tool excels in data-driven insights and A/B testing to optimize multi-channel performance.
Pros
- Seamless CRM integration for unified cross-channel customer data and personalization
- Robust automation workflows and analytics for email, social, and content marketing
- Extensive free tools and educational resources to get started quickly
Cons
- Pricing scales steeply with contact volume and advanced features
- Limited native depth in programmatic ads or SMS compared to specialized tools
- Full potential requires time to master interconnected hubs
Best For
Mid-sized businesses and marketing teams seeking scalable inbound strategies with CRM-driven cross-channel orchestration.
Pricing
Free tools available; Starter from $20/month; Professional $800+/month; Enterprise $3,600+/month (billed annually, scales by contacts).
Braze
enterpriseReal-time customer engagement platform delivering personalized experiences via email, SMS, push, in-app, and web messaging.
Canvas: Visual, real-time journey builder for dynamic, multi-step customer experiences across channels
Braze is a powerful customer engagement platform designed for cross-channel marketing, enabling real-time personalization across email, SMS, push notifications, in-app messages, WhatsApp, and web channels. It integrates a robust customer data platform (CDP) with automation tools like Canvas, a visual journey builder, to orchestrate dynamic customer experiences based on behavioral data. Ideal for app-centric brands, Braze excels in delivering hyper-personalized campaigns at scale with strong segmentation and analytics capabilities.
Pros
- Comprehensive multi-channel support including mobile push and in-app messaging
- Real-time personalization with Canvas journey orchestration
- Advanced CDP for deep customer insights and segmentation
Cons
- Steep learning curve requiring developer expertise
- High enterprise-level pricing that scales quickly with usage
- Less intuitive no-code interface compared to simpler alternatives
Best For
Enterprise brands with mobile apps needing sophisticated real-time cross-channel personalization at scale.
Pricing
Custom enterprise pricing based on monthly active users (MAU) or contacts; typically starts at $100K+ ARR with usage-based scaling—contact sales for quotes.
Iterable
specializedData-driven cross-channel platform for building dynamic customer journeys across email, SMS, push, and in-app channels.
Liquid templating engine for hyper-personalized, dynamic content across all channels
Iterable is a powerful cross-channel marketing platform designed for personalized customer engagement across email, SMS, push notifications, in-app messaging, and web. It leverages AI and machine learning to create dynamic customer journeys, segment audiences in real-time, and optimize campaigns based on behavioral data. The platform excels in integrating with data warehouses and CRMs to activate first-party data for scalable, relevant interactions.
Pros
- Comprehensive multi-channel support with real-time personalization
- Advanced AI-driven experimentation and predictive analytics
- Robust API and integrations for data activation
Cons
- Steep learning curve for non-technical users
- Custom enterprise pricing lacks transparency
- Overwhelming for small teams without dedicated resources
Best For
Mid-to-large enterprises and high-growth brands seeking scalable, data-driven cross-channel personalization.
Pricing
Custom quote-based pricing starting at around $10,000/month, scaled by monthly tracked users (MTUs) and send volume.
Klaviyo
specializedEcommerce-focused marketing platform excelling in email, SMS, and push notifications with advanced segmentation and flows.
Predictive 'What's Next' analytics that forecasts customer purchase propensity for automated, incremental revenue messaging.
Klaviyo is a powerful marketing automation platform tailored for e-commerce, specializing in email, SMS, and push notification campaigns with seamless integrations to platforms like Shopify and BigCommerce. It supports cross-channel marketing through features like Facebook/Instagram ads, web personalization, and customer data platforms, enabling hyper-targeted messaging based on real-time behavioral data. The tool excels in building revenue-driving automations, advanced segmentation, and A/B testing to optimize customer journeys across multiple touchpoints.
Pros
- Deep e-commerce integrations and revenue attribution tracking
- Advanced segmentation and one-to-one personalization
- Robust analytics with predictive AI for customer behavior
Cons
- Pricing scales steeply with active contacts and SMS volume
- Steeper learning curve for complex flows
- Limited native support for channels beyond email/SMS/push
Best For
E-commerce brands focused on scaling personalized email, SMS, and omnichannel campaigns to drive direct revenue.
Pricing
Free up to 250 contacts; paid plans from $20/month (500 contacts) scaling by active profiles (~$0.10-$1 per contact tier); SMS credits extra (~$0.0158/message).
ActiveCampaign
specializedAffordable automation tool integrating email, SMS, site tracking, and CRM for automated cross-channel customer experiences.
Machine learning-powered predictive sending that optimizes email timing based on individual recipient behavior
ActiveCampaign is a robust marketing automation platform focused on email marketing, CRM, and customer experience automation, enabling personalized cross-channel campaigns via email, SMS, site messaging, and integrations for social ads. It excels in creating complex, behavior-triggered customer journeys that unify marketing, sales, and support teams. With built-in CRM and machine learning features, it helps businesses scale personalized outreach across multiple touchpoints without needing disparate tools.
Pros
- Powerful visual automation builder with advanced branching logic
- Integrated CRM and sales pipeline management
- Excellent email deliverability and personalization tools
Cons
- SMS and WhatsApp features are still developing and basic
- Reporting dashboard lacks depth for enterprise analytics
- Steeper learning curve for complex automations
Best For
Small to mid-sized businesses seeking integrated email automation and CRM for personalized cross-channel customer journeys.
Pricing
Lite starts at $29/mo (500 contacts), Plus $49/mo, Professional $149/mo, Enterprise $259/mo; annual discounts up to 20% off.
Emarsys
enterpriseAI-driven omnichannel platform unifying customer data for personalized campaigns across email, SMS, web, and app.
MIP (Machine-learning-based Individualization Platform) for real-time predictive customer behavior analysis
Emarsys is an AI-powered omnichannel marketing platform designed for personalized customer engagement across email, SMS, push notifications, mobile wallet, web personalization, and in-app messaging. It features a robust Customer Data Platform (CDP) that unifies customer data for real-time segmentation and automation. The platform excels in predictive personalization through its Machine-learning-based Individualization Platform (MIP), helping brands drive revenue with tailored experiences.
Pros
- Advanced AI-driven predictive personalization via MIP
- Comprehensive omnichannel support including web and in-app
- Strong CDP for unified customer data and real-time orchestration
Cons
- High enterprise-level pricing with custom quotes
- Steep learning curve and complex setup for non-experts
- Less ideal for small businesses due to scale requirements
Best For
Mid-to-large e-commerce and retail enterprises seeking sophisticated AI-powered cross-channel personalization at scale.
Pricing
Custom enterprise pricing based on contact volume and features; typically starts at $5,000+ per month.
Insider
enterpriseUnified growth platform enabling real-time personalization and orchestration across web, app, email, SMS, and ads.
Hyperscale AI Engine for real-time predictive personalization across all channels
Insider is a customer data platform (CDP) and marketing orchestration solution that unifies customer data from multiple sources to enable real-time personalization across channels like email, SMS, push notifications, web, and in-app messaging. It empowers marketers to build dynamic customer journeys using AI-driven insights, predictive analytics, and automated activations for higher engagement and conversions. With its composable architecture, Insider supports scalable cross-channel campaigns tailored to individual behaviors and preferences.
Pros
- Robust omnichannel orchestration with real-time activation
- Powerful AI-driven personalization and predictive scoring
- Composable CDP architecture for flexible data unification
Cons
- Steep learning curve for non-technical users
- Pricing lacks transparency and suits enterprises best
- Some integrations require custom development
Best For
Mid-to-large enterprises seeking advanced, AI-powered cross-channel journey orchestration for personalized marketing at scale.
Pricing
Custom enterprise pricing based on contacts, events, and usage; typically starts at $10,000+ annually with tiered plans.
Conclusion
The reviewed cross-channel marketing tools deliver powerful, versatile solutions, with Salesforce Marketing Cloud emerging as the top choice due to its comprehensive enterprise platform that seamlessly unifies email, SMS, social, and more. Adobe Marketo Engage and Oracle Eloqua shine as strong alternatives, offering AI-driven automation and advanced B2B revenue orchestration, respectively, ensuring diverse needs are met.
Take the next step in optimizing your marketing efforts—explore Salesforce Marketing Cloud to unlock integrated, personalized campaigns across all channels.
Tools Reviewed
All tools were independently evaluated for this comparison