Quick Overview
- 1#1: HubSpot Marketing Hub - Comprehensive inbound marketing platform that manages the entire customer funnel from lead generation to conversion and retention.
- 2#2: ActiveCampaign - Email marketing and automation tool with advanced CRM features for building personalized marketing funnels.
- 3#3: ClickFunnels - SaaS platform specialized in creating high-converting sales funnels, landing pages, and membership sites.
- 4#4: Klaviyo - Marketing automation platform tailored for e-commerce to deliver personalized funnel experiences via email and SMS.
- 5#5: Marketo Engage - Enterprise-grade marketing automation for lead nurturing, scoring, and optimizing complex B2B funnels.
- 6#6: Pardot - Salesforce-native B2B marketing automation tool for managing account-based marketing funnels and ROI tracking.
- 7#7: Drip - E-commerce-focused CRM and automation platform for creating revenue-driven customer funnels.
- 8#8: Keap - All-in-one CRM and marketing automation for small businesses to automate sales funnels and follow-ups.
- 9#9: GoHighLevel - White-label agency platform for building customizable marketing funnels, websites, and client campaigns.
- 10#10: Ontraport - Integrated business platform combining CRM, marketing automation, and funnel tools for scalable growth.
Tools were ranked by a focus on comprehensive features (including automation, CRM integration, and funnel customization), platform reliability, user experience, and value, ensuring they deliver measurable results across varied business needs.
Comparison Table
Navigating marketing funnel software can be complex, with tools spanning from all-in-one platforms to specialized solutions. This comparison table breaks down top options like HubSpot Marketing Hub, ActiveCampaign, ClickFunnels, Klaviyo, Marketo Engage, and more, guiding readers to identify the best fit for their goals, audience, and workflow.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | HubSpot Marketing Hub Comprehensive inbound marketing platform that manages the entire customer funnel from lead generation to conversion and retention. | enterprise | 9.6/10 | 9.8/10 | 9.2/10 | 8.7/10 |
| 2 | ActiveCampaign Email marketing and automation tool with advanced CRM features for building personalized marketing funnels. | specialized | 9.3/10 | 9.6/10 | 8.4/10 | 9.1/10 |
| 3 | ClickFunnels SaaS platform specialized in creating high-converting sales funnels, landing pages, and membership sites. | specialized | 8.7/10 | 9.2/10 | 8.0/10 | 7.8/10 |
| 4 | Klaviyo Marketing automation platform tailored for e-commerce to deliver personalized funnel experiences via email and SMS. | specialized | 8.5/10 | 9.2/10 | 7.8/10 | 7.9/10 |
| 5 | Marketo Engage Enterprise-grade marketing automation for lead nurturing, scoring, and optimizing complex B2B funnels. | enterprise | 8.4/10 | 9.1/10 | 7.6/10 | 8.0/10 |
| 6 | Pardot Salesforce-native B2B marketing automation tool for managing account-based marketing funnels and ROI tracking. | enterprise | 8.4/10 | 9.2/10 | 7.1/10 | 7.3/10 |
| 7 | Drip E-commerce-focused CRM and automation platform for creating revenue-driven customer funnels. | specialized | 8.6/10 | 9.2/10 | 8.0/10 | 8.3/10 |
| 8 | Keap All-in-one CRM and marketing automation for small businesses to automate sales funnels and follow-ups. | other | 8.1/10 | 8.7/10 | 7.2/10 | 7.6/10 |
| 9 | GoHighLevel White-label agency platform for building customizable marketing funnels, websites, and client campaigns. | specialized | 8.5/10 | 9.2/10 | 7.4/10 | 8.8/10 |
| 10 | Ontraport Integrated business platform combining CRM, marketing automation, and funnel tools for scalable growth. | other | 7.8/10 | 8.5/10 | 6.5/10 | 7.4/10 |
Comprehensive inbound marketing platform that manages the entire customer funnel from lead generation to conversion and retention.
Email marketing and automation tool with advanced CRM features for building personalized marketing funnels.
SaaS platform specialized in creating high-converting sales funnels, landing pages, and membership sites.
Marketing automation platform tailored for e-commerce to deliver personalized funnel experiences via email and SMS.
Enterprise-grade marketing automation for lead nurturing, scoring, and optimizing complex B2B funnels.
Salesforce-native B2B marketing automation tool for managing account-based marketing funnels and ROI tracking.
E-commerce-focused CRM and automation platform for creating revenue-driven customer funnels.
All-in-one CRM and marketing automation for small businesses to automate sales funnels and follow-ups.
White-label agency platform for building customizable marketing funnels, websites, and client campaigns.
Integrated business platform combining CRM, marketing automation, and funnel tools for scalable growth.
HubSpot Marketing Hub
enterpriseComprehensive inbound marketing platform that manages the entire customer funnel from lead generation to conversion and retention.
Unified CRM integration across marketing, sales, and service hubs for a single source of truth on customer journeys and funnel performance.
HubSpot Marketing Hub is a comprehensive inbound marketing platform that powers the entire marketing funnel, from attracting visitors with SEO tools and content management to converting leads via landing pages, forms, email automation, and workflows. It integrates seamlessly with a free CRM for lead nurturing, scoring, and analytics, enabling personalized customer journeys at scale. Designed for growth-oriented businesses, it supports ABM, ads management, and reporting to optimize funnel performance end-to-end.
Pros
- All-in-one platform with CRM, automation, and analytics for full funnel management
- Generous free tier and scalable tools that grow with your business
- Powerful personalization, A/B testing, and AI-driven insights for optimization
Cons
- Higher-tier plans are expensive for small teams or high contact volumes
- Steep learning curve for advanced workflows and customizations
- Some premium features like advanced reporting require Professional or Enterprise plans
Best For
Growing mid-market and enterprise businesses needing a scalable, integrated solution to manage complex marketing funnels without multiple tools.
Pricing
Free CRM and basic tools; Starter at $15/mo (1,000 contacts), Professional at $800/mo (2,000 contacts), Enterprise at $3,600/mo (10,000 contacts), billed annually.
ActiveCampaign
specializedEmail marketing and automation tool with advanced CRM features for building personalized marketing funnels.
Customer Experience Automation (CXA) with AI-driven predictive content and sending optimization
ActiveCampaign is a comprehensive marketing automation platform designed to build and optimize marketing funnels through advanced email marketing, CRM integration, and customer journey automation. It enables users to create personalized email sequences, automate lead nurturing with behavioral triggers, and track website interactions for targeted follow-ups. With features like split testing, lead scoring, and machine learning predictions, it supports scaling funnels from lead capture to conversion and retention.
Pros
- Powerful visual automation builder with conditional logic and infinite branching
- Integrated CRM and site tracking for full-funnel visibility
- Advanced personalization via machine learning and predictive sending
Cons
- Steeper learning curve for complex automations
- Pricing scales quickly with contact volume
- Limited native landing page and form builders compared to dedicated tools
Best For
Small to mid-sized businesses and marketing teams needing robust email automation and CRM to scale personalized marketing funnels.
Pricing
Starts at $29/month (Starter, up to 500 contacts), Plus at $49 (automation & messaging), Professional at $149 (advanced features), Enterprise custom; billed annually.
ClickFunnels
specializedSaaS platform specialized in creating high-converting sales funnels, landing pages, and membership sites.
ShareFunnels for instantly cloning and deploying proven funnels from top-performing marketers
ClickFunnels is an all-in-one platform for building and optimizing sales funnels, landing pages, opt-in pages, sales pages, and membership sites without coding. It provides drag-and-drop editors, A/B testing, email automation via Follow-Up Funnels, and e-commerce tools like one-click upsells and order bumps. Designed for digital marketers, it streamlines the entire funnel lifecycle from lead generation to customer retention.
Pros
- Extensive library of proven funnel templates from high-revenue creators
- Integrated email marketing, affiliate management, and payment processing
- Advanced e-commerce features like upsells, downsells, and order bumps
Cons
- High monthly pricing that may not suit bootstrapped beginners
- Steep learning curve for complex funnels despite drag-and-drop interface
- Page load speeds can lag on mobile or with heavy customizations
Best For
Digital marketers, course creators, and e-commerce owners seeking a comprehensive tool to build scalable sales funnels.
Pricing
Starter ($97/mo annually or $147/mo), Pro ($297/mo annually or $497/mo); includes hosting and 14-day free trial.
Klaviyo
specializedMarketing automation platform tailored for e-commerce to deliver personalized funnel experiences via email and SMS.
One-click revenue attribution that ties specific funnel flows directly to generated sales
Klaviyo is a marketing automation platform tailored for e-commerce businesses, specializing in email, SMS, and push notification campaigns to build and optimize marketing funnels. It excels in creating automated customer journeys like abandoned cart recovery, welcome series, and win-back flows using real-time behavioral data and advanced segmentation. With deep integrations to platforms such as Shopify, WooCommerce, and BigCommerce, Klaviyo provides robust analytics to track revenue attribution directly from marketing efforts.
Pros
- Powerful automation flows for e-commerce funnels like abandoned carts and post-purchase upsells
- Advanced segmentation and personalization using first-party data
- Precise revenue tracking and ROI attribution per campaign
Cons
- Pricing scales steeply with contact list size and SMS usage
- Steeper learning curve for complex segmentations and flows
- Less ideal for non-e-commerce or B2B marketing funnels
Best For
E-commerce brands with Shopify or similar integrations seeking data-driven email and SMS funnel automation.
Pricing
Free for up to 250 contacts; paid plans start at $20/month, scaling by active profiles and billable metrics like emails sent and SMS.
Marketo Engage
enterpriseEnterprise-grade marketing automation for lead nurturing, scoring, and optimizing complex B2B funnels.
Revenue Cycle Analytics for full-funnel visibility and attribution across marketing efforts
Marketo Engage is a robust marketing automation platform from Adobe that empowers businesses to build, manage, and optimize marketing funnels from lead generation to revenue attribution. It excels in lead nurturing, scoring, personalized campaigns across email, web, and ads, with deep analytics to track funnel performance. Ideal for B2B marketers, it integrates seamlessly with CRM systems like Salesforce for end-to-end customer journey orchestration.
Pros
- Advanced lead scoring and nurturing for precise funnel progression
- Comprehensive analytics with revenue cycle modeling
- Extensive integrations including Salesforce and Adobe suite
Cons
- Steep learning curve and complex interface
- High cost unsuitable for small teams
- Overly feature-rich for basic funnel needs
Best For
Mid-to-large B2B enterprises needing sophisticated, scalable marketing automation for complex funnels.
Pricing
Quote-based; starts around $1,095/month for 10,000 contacts, scales with volume and add-ons.
Pardot
enterpriseSalesforce-native B2B marketing automation tool for managing account-based marketing funnels and ROI tracking.
Native Salesforce CRM integration with real-time data sync and automated lead handoff
Pardot is a B2B marketing automation platform owned by Salesforce, designed to manage the full marketing funnel from lead generation and nurturing to scoring and handoff to sales. It provides tools for email campaigns, landing pages, A/B testing, behavioral tracking, and ROI analytics, with deep native integration into Salesforce CRM for aligned sales-marketing workflows. Primarily targeted at enterprise-level users, it excels in complex lead qualification and automation at scale.
Pros
- Seamless, native integration with Salesforce CRM for unified data and workflows
- Advanced lead scoring, nurturing, and engagement scoring powered by AI
- Comprehensive ROI reporting and analytics for funnel optimization
Cons
- Steep learning curve and complex interface for beginners
- High pricing that may not suit small businesses or startups
- Limited customization outside of Salesforce ecosystem
Best For
Mid-to-large B2B enterprises already using Salesforce that require sophisticated lead management and sales alignment.
Pricing
Tiered plans starting at $1,250/month (Growth, 10K contacts) up to $15,000+/month (Premium), billed annually with minimum commitments.
Drip
specializedE-commerce-focused CRM and automation platform for creating revenue-driven customer funnels.
Revenue Explorer for tracking and attributing revenue directly to specific emails and campaigns in the funnel
Drip is an e-commerce-focused marketing automation platform designed to build and optimize customer journeys through email, SMS, and personalized workflows. It excels in funnel management with visual automation builders, advanced segmentation, and revenue tracking tied directly to marketing efforts. Key capabilities include A/B testing, behavioral triggers, and seamless integrations with Shopify and other DTC tools, making it powerful for scaling personalized funnels from acquisition to retention.
Pros
- Deep e-commerce integrations like Shopify for seamless funnel data syncing
- Visual workflow builder with conditional logic for complex automations
- Revenue tracking and attribution to measure funnel ROI accurately
Cons
- Pricing scales quickly with subscriber count, less ideal for very small lists
- Steeper learning curve for advanced custom workflows
- Limited multichannel support beyond email/SMS compared to some competitors
Best For
E-commerce brands and DTC companies seeking robust automation for personalized customer funnels and revenue-driven marketing.
Pricing
Starts at $39/month (500 contacts), $119/month (5,000 contacts), $350+/month for Pro tiers; scales by subscriber volume with 14-day free trial.
Keap
otherAll-in-one CRM and marketing automation for small businesses to automate sales funnels and follow-ups.
Visual campaign builder with drag-and-drop automation for multi-step funnels
Keap (formerly Infusionsoft) is an all-in-one CRM and marketing automation platform tailored for small to medium-sized businesses to manage marketing funnels, lead nurturing, and sales processes. It offers tools for building landing pages, forms, email campaigns, automated workflows, and payment processing to guide prospects through the customer journey. Keap emphasizes revenue growth with features like opportunity tracking and e-commerce integration, making it a comprehensive solution for funnel optimization.
Pros
- Powerful automation workflows for complex marketing funnels
- Integrated CRM, payments, and e-commerce capabilities
- Strong lead scoring and opportunity management tools
Cons
- Steep learning curve for beginners
- Pricing can be high for smaller teams
- Interface feels dated compared to modern competitors
Best For
Small to medium businesses needing an integrated CRM and marketing automation platform to scale their sales funnels.
Pricing
Starts at $199/user/month (billed annually) for Keap Pro, $249/month for Max, with custom enterprise pricing; requires demo for exact quotes.
GoHighLevel
specializedWhite-label agency platform for building customizable marketing funnels, websites, and client campaigns.
White-label SaaS mode for agencies to resell the entire platform under their own branding with unlimited sub-accounts.
GoHighLevel is a comprehensive all-in-one marketing platform tailored for digital agencies and solopreneurs, enabling the creation of sales funnels, landing pages, websites, and CRM management in a single dashboard. It integrates email, SMS, voicemail drops, appointment scheduling, and automation workflows to streamline client acquisition and retention. The platform stands out with its white-label capabilities, allowing agencies to brand and resell the software as their own SaaS product.
Pros
- All-in-one platform eliminates need for multiple tools like ClickFunnels, ActiveCampaign, and Calendly
- Robust automation and workflow builder for complex marketing funnels
- White-label reseller program with snapshots for easy client duplication
Cons
- Steep learning curve due to extensive features and cluttered interface
- Customer support can be slow outside of core business hours
- Additional costs for advanced features like LC Phone or premium integrations
Best For
Digital marketing agencies and solopreneurs managing multiple clients who need a scalable, white-label funnel builder.
Pricing
Starts at $97/month (Starter), $297/month (Unlimited), $497/month (Pro/SaaS Pro) with 14-day free trial; scales with sub-accounts.
Ontraport
otherIntegrated business platform combining CRM, marketing automation, and funnel tools for scalable growth.
Visual Campaign Builder for drag-and-drop creation of multi-step marketing funnels with built-in CRM triggers
Ontraport is an all-in-one marketing automation platform that integrates CRM, email marketing, landing page building, payment processing, and e-commerce tools to streamline the entire customer journey from lead capture to sales. It excels in tag-based automation, allowing businesses to create sophisticated marketing funnels with precise lead tracking and nurturing sequences. Designed for small to medium businesses, it reduces the need for multiple tools by handling everything in a single dashboard.
Pros
- Comprehensive all-in-one suite with CRM, emails, and payments
- Powerful tag-based automation for complex funnels
- Excellent lead tracking and segmentation capabilities
Cons
- Dated user interface with a steep learning curve
- Limited customization in page builder compared to modern tools
- Pricing jumps significantly with contact volume
Best For
Small to medium businesses and solopreneurs needing robust CRM-integrated marketing automation without juggling multiple apps.
Pricing
Starts at $99/month (Basic, 1,000 contacts), up to $497/month (Enterprise, unlimited); 30-day free trial available.
Conclusion
The reviewed marketing funnel tools span diverse needs, with HubSpot Marketing Hub emerging as the top choice, offering a comprehensive, end-to-end platform from lead generation to retention. ActiveCampaign follows, blending robust email automation with CRM features for personalized experiences, while ClickFunnels stands out for its focus on building high-converting sales funnels and landing pages. Each tool brings unique strengths, but HubSpot’s all-encompassing approach sets it apart.
Begin your journey to optimized funnels with HubSpot Marketing Hub—its scalable, user-friendly design makes it a standout for businesses of all sizes. For specialized needs, ActiveCampaign or ClickFunnels remain top alternatives to explore based on your goals.
Tools Reviewed
All tools were independently evaluated for this comparison