Os 10 melhores softwares de automatização de marketing B2C em 2026

Avaliações do melhor software de automatização de marketing B2C

1. 

   1

   Insider One

   Best for AI-driven audience segmentation

   • Free demo available
   • Pricing upon request

   Visit Website

   Customer Rating:4.8/5This rating combines scores from multiple user review sites to reflect overall customer sentiment about the product.

   

   Insider is a customer engagement platform that combines an AI-driven CDP, audience segmentation, real-time personalization, journey orchestration, and cross-channel campaign execution across web, email, SMS, WhatsApp, and app.

   Who Is Insider Best For?

   Insider is a strong fit for growth-focused B2C brands in retail, ecommerce, and travel that need AI-driven personalization across a high volume of customer touchpoints.

   Why I Picked Insider

   I've included Insider in my top picks because of how its AI handles audience segmentation at a level most B2C marketing automation platforms don't match. Specifically, I like its generative AI segment builder, which takes a use case and a goal as inputs and produces ready-to-use segments in seconds. I also like its predictive AI models, including "Likelihood to Purchase" and "Next Best Channel," which let my team target the right contacts on the right channel without manual testing cycles.

   Insider Key Features

   • Architect: A visual cross-channel journey builder that lets you map and automate customer flows across email, SMS, push, and WhatsApp in one canvas.
   • Smart Recommender: An AI engine that surfaces personalized product recommendations based on real-time browsing and purchase behavior.
   • Onsite personalization: Customizes web and mobile content for each visitor using profile data, session context, and behavioral triggers.
   • InStory: Adds shoppable, story-format content to your website or app to increase engagement on product pages.

   Insider Integrations

   Insider offers 100+ integrations across its Integration Hub, including Google Ads, Facebook Ads, TikTok Ads, Google Analytics, Amplitude, Shopify, Salesforce CRM, HubSpot CRM, Segment, and Google BigQuery. An API is also available for custom integrations.

   Pros and Cons

   Pros:

   • 100+ pre-made templates for quick launches
   • Predictive send time and channel optimization
   • Real-time A/B testing across web and channels

   Cons:

   • Documentation sometimes lags behind platform updates
   • Platform has a steep learning curve
   Learn more about Insider One:

   • Check out Insider One on their website
2. 

   2

   Drip

   Best for direct-to-consumer ecommerce brands

   • 14-day free trial + free demo available
   • From $39/month

   Visit Website

   Customer Rating:4.4/5This rating combines scores from multiple user review sites to reflect overall customer sentiment about the product.

   

   Drip is an email and SMS marketing automation platform built specifically for ecommerce, with behavior-based segmentation, revenue attribution, and pre-built workflows designed around the online shopping customer journey.

   Who Is Drip Best For?

   Drip is a natural fit for small to mid-sized direct-to-consumer brands that run their store on Shopify, WooCommerce, or BigCommerce.

   Why I Picked Drip

   Drip earns its spot on my shortlist because it's one of the few platforms purpose-built for DTC ecommerce, not adapted to fit it. I particularly like its order management system data sync, which feeds live purchase signals directly into automation triggers. Its 20+ pre-built ecommerce workflow templates cover welcome series, abandoned browse, post-purchase, and win-back flows, so you're not building from scratch. The behavior-based triggers that fire on buys, clicks, and browse events make the automations feel genuinely responsive to how shoppers actually move through a store.

   Drip Key Features

   • Email visual builder: A drag-and-drop editor for designing branded emails with dynamic content blocks and product data pulls.
   • SMS marketing: Send one-off or automated SMS messages alongside email campaigns from within the same workflow.
   • Onsite forms and popups: Customizable signup forms and popups for capturing visitor emails and growing your contact list.
   • Revenue attribution dashboard: Tracks revenue generated by individual emails, workflows, and segments directly in the platform.

   Drip Integrations

   Drip offers native integrations with Shopify, BigCommerce, WooCommerce, Stripe, PayPal, Facebook Custom Audiences, Facebook Lead Ads, LoyaltyLion, Judge.me, Segment, and more. It connects with Zapier and provides an API for custom integrations.

   Pros and Cons

   Pros:

   • Ecommerce revenue tracked per email sent
   • Visual workflow builder handles complex automations
   • Tag-based segmentation replaces rigid list structures

   Cons:

   • Costs scale steeply as contacts grow
   • Analytics dashboards offer limited customization
   Learn more about Drip:

   • Check out Drip on their website
   • Read my in-depth review of Drip
3. 

   3

   ActiveCampaign

   Best for multi-channel customer journeys

   • 14-day free trial + free demo available
   • From $15/month (billed annually)

   Visit Website

   Customer Rating:4.4/5This rating combines scores from multiple user review sites to reflect overall customer sentiment about the product.

   

   ActiveCampaign is a marketing automation platform that combines email marketing, SMS, site tracking, and built-in CRM tools to help B2C teams orchestrate a personalized customer experience across multiple channels.

   Who Is ActiveCampaign Best For?

   ActiveCampaign is a strong fit for small to mid-sized B2C businesses that need to manage multi-channel customer communications and execute their marketing strategies without a large marketing ops team.

   Why I Picked ActiveCampaign

   ActiveCampaign is one of my top picks because I love how its cross-channel orchestration coordinates campaigns across email, SMS, WhatsApp, and social from a single platform. What really sets it apart is the split and conditional actions feature, which automatically routes contacts down different journey paths during your marketing campaigns based on their behavior and purchase history. I also rely on site and event tracking to trigger follow-up messages based on exactly what a contact does on your website.

   ActiveCampaign Key Features

   • Predictive sending: Uses machine learning to determine the optimal send time for each individual contact.
   • Dynamic content blocks: Lets you swap out email content based on a contact's tags, custom fields, or list membership.
   • Contact segmentation: Builds detailed audience segments using behavioral data, purchase history, and custom attributes.
   • A/B split testing: Tests subject lines, email content, and send times to identify top-performing campaign variations.

   ActiveCampaign Integrations

   ActiveCampaign offers 1,000+ integrations through its app marketplace, including Salesforce, Microsoft Dynamics 365, Shopify, WooCommerce, Google Ads, Facebook, LinkedIn Ads, Slack, Zendesk, and WordPress. It's available on Zapier and provides an API for custom integrations.

   Pros and Cons

   Pros:

   • Strong email deliverability across subscriber inboxes
   • Email, SMS, and WhatsApp coordinate together
   • Visual automation builder handles complex multi-branch workflows

   Cons:

   • Starter plan caps automations at five actions
   • Report visualizations feel dated and disorganized
   Learn more about ActiveCampaign:

   • Check out ActiveCampaign on their website
   • Explore best alternatives to ActiveCampaign
4. 

   4

   HubSpot Marketing Hub

   Best for cohesive contact management

   • Free plan available
   • From $7/user/month (billed annually)

   Visit Website

   Customer Rating:4.4/5This rating combines scores from multiple user review sites to reflect overall customer sentiment about the product.

   

   HubSpot Marketing Hub is an all-in-one marketing automation platform built on a native CRM, combining email marketing, workflow automation, lead scoring, ad management, and social media tools in one connected system.

   Who Is HubSpot Marketing Hub Best For?

   HubSpot Marketing Hub is a natural fit for growing B2C brands that want marketing and contact data managed in one place without stitching together separate tools.

   Why I Picked HubSpot Marketing Hub

   HubSpot Marketing Hub earns its spot on my shortlist because of how its native CRM keeps every contact interaction in one unified timeline. I really like that active lists automatically update as contacts meet new criteria, so your customer segmentation always reflects current behavior. I also use contact scoring to decide which contacts get follow-up campaigns versus longer nurture sequences, without ever leaving the platform.

   HubSpot Marketing Hub Key Features

   • Drag-and-drop email editor: Build and personalize marketing emails using a visual editor with pre-built templates and dynamic content tokens.
   • Landing page builder: Create and publish landing pages with built-in forms that feed contact data directly into your CRM.
   • Ad retargeting: Sync contact lists to Google, Facebook, and LinkedIn to run retargeting campaigns against existing contacts.
   • Campaign reporting: Track performance across emails, ads, and landing pages within a single campaign analytics dashboard.

   HubSpot Marketing Hub Integrations

   HubSpot offers 2,000+ marketplace integrations, including Salesforce, Google Ads, Facebook Ads, LinkedIn Ads, Slack, WordPress, Shopify, Zoom, Microsoft 365, and connects with Zapier. An API is available for custom integrations.

   Pros and Cons

   Pros:

   • Workflows trigger across email, ads, and CRM updates
   • Ad-to-deal revenue attribution tracks exact dollar impact
   • Automated data cleaning flags duplicates and junk leads

   Cons:

   • Key automation features locked behind higher-tier plans
   • Design flexibility requires heavy custom coding
   Learn more about HubSpot Marketing Hub:

   • Check out HubSpot Marketing Hub on their website
5. 

   5

   Iterable

   Best for cross-channel messaging flexibility

   • Free demo available
   • Pricing upon request

   Visit Website

   Customer Rating:4.4/5This rating combines scores from multiple user review sites to reflect overall customer sentiment about the product.

   

   Iterable is a B2C marketing automation platform built around behavioral data, offering cross-channel messaging, journey orchestration, audience segmentation, and AI-powered send time and channel optimization.

   Who Is Iterable Best For?

   Iterable is a strong fit for mid-market to enterprise B2C brands in retail, media, and subscription businesses that run high-volume, multi-channel messaging programs.

   Why I Picked Iterable

   Iterable earns its spot on my shortlist because of how much flexibility it gives my team when building cross-channel campaigns. I like its Workflow Studio, which lets me map out multi-step journeys across email, SMS, push, and in-app messaging without locking me into a rigid channel sequence. I also like its Brand Affinity feature, which scores each contact based on engagement signals and adjusts messaging accordingly.

   Iterable Key Features

   • Catalog: A product data layer that stores item-level attributes and syncs them into message templates for personalized content at scale.
   • Iterable AI: Predicts the optimal send time for each individual contact based on their engagement history.
   • Experiment hub: Built-in A/B and multivariate testing tools that run across campaigns and journeys.
   • Handlebars templating: A logic-based templating system for building dynamic message content using user attributes and event data.

   Iterable Integrations

   Iterable offers 100+ native integrations documented in its Support Center, including Segment, Shopify, Google Ads, Google Analytics, Amplitude, Mixpanel, Snowflake, Twilio, Tealium, and Hightouch. It also connects with Zapier and provides an API for custom integrations.

   Pros and Cons

   Pros:

   • Handles limitless custom data for dynamic content
   • Journey builder is flexible and easy to navigate
   • Segmentation scales to hundreds of millions of users

   Cons:

   • Advanced personalization requires engineering help
   • No native landing page builder included
   Learn more about Iterable :

   • Check out Iterable on their website
6. 

   6

   Adobe Marketo Engage

   Best for advanced lead nurturing workflows

   • Free demo available
   • Pricing upon request

   Visit Website

   Customer Rating:4.1/5This rating combines scores from multiple user review sites to reflect overall customer sentiment about the product.

   

   Adobe Marketo Engage is a marketing automation platform built around lead management, behavioral tracking, multi-step nurture programs, and running omnichannel campaigns across email, web, and paid media.

   Who Is Adobe Marketo Engage Best For?

   Adobe Marketo Engage is a strong fit for B2B-leaning enterprise marketing teams that run complex, multi-touch nurture programs across long sales cycles.

   Why I Picked Adobe Marketo Engage

   Adobe Marketo Engage earns its spot on my shortlist because no other platform gives you as much control over multi-step nurture programs. Engagement Programs let you build long, branching sequences where a contact's path shifts based on lead score changes, CRM data updates, or specific behaviors like webinar attendance. I also rely on its Smart Lists to build dynamic segments that update automatically, so the right contacts always flow into the right nurture track without manual list management.

   Adobe Marketo Engage Key Features

   • Landing page builder: Design and publish branded landing pages with built-in forms directly inside the platform.
   • A/B testing: Test subject lines, email content, and send times to identify top-performing variations before full deployment.
   • Web personalization: Display different on-site content to visitors based on their industry, behavior, or known contact data.
   • Revenue attribution: Track how marketing programs influence pipeline and revenue across every touchpoint in the buyer journey.

   Adobe Marketo Engage Integrations

   Adobe Marketo Engage offers native CRM integrations with Salesforce, Microsoft Dynamics, and Veeva, and tools including Clearbit, ZoomInfo, Zoom, ON24, Vibes, Google Ads, Facebook Ads, LinkedIn Ads, Outreach, and Gong. It also integrates across the Adobe Experience Cloud ecosystem, including Adobe Analytics, Adobe Target, Adobe Workfront, and Adobe Real-Time CDP. Marketo Engage connects with Zapier and provides REST APIs and webhooks for custom integrations.

   Pros and Cons

   Pros:

   • Consistent messaging spans email, social, and web
   • Multi-step journeys adapt to buyer actions
   • Lead scoring reacts to real user behavior

   Cons:

   • Performance slows with large database operations
   • Interface feels outdated in design and UX
   Learn more about Adobe Marketo Engage:

   • Check out Adobe Marketo Engage on their website
   • Read my in-depth review of Adobe Marketo Engage
7. 

   7

   Brevo

   Best for agile campaign creation

   • Free plan available
   • From $9/month

   Visit Website

   

   Brevo is a multichannel marketing automation platform that covers email, SMS, WhatsApp, web push, and mobile wallet campaigns, alongside automation workflows, AI-powered segmentation, and contact scoring.

   Who Is Brevo Best For?

   Brevo is a natural fit for small to mid-sized ecommerce and direct-to-consumer teams that need multichannel campaign coverage without the overhead of an enterprise platform.

   Why I Picked Brevo

   I've included Brevo in my top picks because it cuts the time between campaign idea and launch more than most platforms I've tested. The drag-and-drop email editor ships with a large library of pre-built templates, and Brevo's pre-configured automation workflows let you activate triggers like cart abandonment or post-purchase follow-ups without building sequences from scratch. I also like that you can duplicate and repurpose campaigns across email, SMS, and WhatsApp from a single interface.

   Brevo Key Features

   • Contact segmentation: Build audience segments based on purchase history, engagement level, or custom contact attributes.
   • A/B testing: Test variations of email subject lines or content to identify top performers before a full send.
   • Send time optimization: Automatically schedule individual emails based on when each contact is most likely to open.
   • Signup forms: Create and embed customizable forms to capture leads directly into your contact database.

   Brevo Integrations

   Brevo offers 150+ integrations covering ecommerce (Shopify, WooCommerce, BigCommerce), CMS (WordPress), CRM (Salesforce), analytics (Google), and more including PandaDoc, Stripe, Mailchimp, Tally, Klarna, and Jotform, through its marketplace. It connects with Zapier and Make, and provides an API for custom integrations.

   Pros and Cons

   Pros:

   • AI content generator speeds up email drafting
   • Built-in CRM included at no extra cost
   • Pricing based on emails sent, not contacts

   Cons:

   • Landing page editor lacks depth
   • Limited email template design variety
   Learn more about Brevo:

   • Check out Brevo on their website
   • Explore best alternatives to Brevo
8. 

   8

   Dotdigital

   Best for ecommerce-driven automations

   • Free demo available
   • Pricing upon request

   Visit Website

   

   Dotdigital is a cross-channel marketing automation platform built around email, SMS, push, and live chat, with deep native connections to ecommerce platforms like Shopify, Magento, and WooCommerce.

   Who Is Dotdigital Best For?

   Dotdigital is a strong fit for ecommerce brands on Shopify, Magento, or WooCommerce that need automated lifecycle marketing tied directly to purchase behavior.

   Why I Picked Dotdigital

   I picked Dotdigital as one of the best because of how tightly its automation is wired to ecommerce purchase data. Its pre-built ecommerce programs cover cart abandonment, post-purchase follow-ups, and browse abandonment out of the box, all triggered by real order and behavior data pulled through its Shopify, Magento, and WooCommerce connectors. I also like its Single Customer View, which pulls behavioral, purchase, and preference data into one actionable contact profile that feeds directly into segmentation and campaign triggers.

   Dotdigital Key Features

   • WinstonAI: Dotdigital's built-in AI layer that surfaces predictive segments, content recommendations, and real-time insights across the platform.
   • Transactional messaging: Automated delivery of order confirmations, shipping updates, and receipts via email and mobile.
   • Landing pages and forms: Drag-and-drop page and form builder for capturing contacts and preferences to feed automated campaigns.
   • Ad retargeting: Built-in retargeting to high-intent audiences on Meta, Google, X, and TikTok directly from the platform.

   Dotdigital Integrations

   Dotdigital offers native integrations across ecommerce, CRM, data, and event management categories, including Shopify, Adobe Commerce (Magento), Salesforce Commerce Cloud, BigCommerce, WooCommerce, Microsoft Dynamics 365, Salesforce, Google BigQuery, and Zoom. It also connects with Zapier and provides an API for custom integrations.

   Pros and Cons

   Pros:

   • Pre-built automation templates speed up campaign creation
   • Strong email deliverability tools and management
   • Segments and targeted emails are quick to build

   Cons:

   • Email template design options feel dated
   • Advanced contract requires a higher-tier purchase
   Learn more about Dotdigital:

   • Check out Dotdigital on their website
9. 

   9

   Salesforce Marketing Cloud

   Best for enterprise-scale personalization

   • Not available
   • $1,500/org/month (billed annually)

   Visit Website

   

   Salesforce Marketing Cloud is an enterprise marketing automation platform that combines email marketing, journey building, audience segmentation, and cross-channel campaign execution across email, SMS, and paid media.

   Who Is Salesforce Marketing Cloud Best For?

   Salesforce Marketing Cloud is a strong fit for enterprise marketing teams at large B2C companies that need advanced lead generation to manage high-volume, multi-channel campaigns across millions of contacts.

   Why I Picked Salesforce Marketing Cloud

   I picked Salesforce Marketing Cloud as one of the best because its Einstein AI automates repetitive marketing tasks and does the heavy lifting on personalization at a scale most platforms can't match. Einstein selects content blocks, predicts the best send time per individual contact, and scores engagement likelihood across a list of millions. I also rely on Journey Builder to map out branching, behavior-triggered sequences that update in real time based on what each contact actually does.

   Salesforce Marketing Cloud Key Features

   • Email Studio: Build, test, and send personalized email campaigns using dynamic content and A/B testing tools.
   • Mobile Studio: Create and deploy SMS and push notification campaigns directly from the platform.
   • Advertising Studio: Sync CRM contact lists to Google, Facebook, and Instagram to run targeted ad campaigns.
   • Analytics Builder: Generate pre-built and custom reports that track campaign performance across channels.

   Salesforce Marketing Cloud Integrations

   Salesforce Marketing Cloud connects natively across the Salesforce ecosystem, including Sales Cloud, Service Cloud, Commerce Cloud, and Data Cloud, and offers a native integration with Google Analytics 4. Additional integrations are available through the Salesforce AppExchange marketplace, and MuleSoft provides pre-built connectors for external systems like SAP, Oracle, and NetSuite. REST and SOAP APIs are available for custom integrations.

   Pros and Cons

   Pros:

   • Behavior-based segmentation spans email, SMS, and ads
   • Journey Builder supports real-time branching logic
   • Einstein AI predicts optimal send times individually

   Cons:

   • Initial setup requires significant technical expertise
   • Navigation between studios feels disjointed
   Learn more about Salesforce Marketing Cloud:

   • Check out Salesforce Marketing Cloud on their website
10. 

    10

    SAP Emarsys

    Best for unified customer data insights

    • Free demo available
    • Pricing upon request

    Visit Website

    

    SAP Emarsys is a B2C marketing automation platform that combines an integrated data layer, AI-driven personalization, lifecycle-based segmentation, and cross-channel campaign execution across email, web, mobile, and ads.

    Who Is SAP Emarsys Best For?

    SAP Emarsys is a strong fit for mid-market to enterprise B2C brands in retail and ecommerce that manage large customer databases and need cross-channel campaign execution at scale.

    Why I Picked SAP Emarsys

    SAP Emarsys earns its spot on my shortlist because of how it handles unified customer data insights at scale. Its Single Customer View consolidates purchase history, engagement data, and channel behavior into one profile per contact. I also like its built-in AI models, which surface predictive scores like churn risk and next purchase probability directly within segments. That means my team can act on data signals without exporting to a separate analytics tool.

    SAP Emarsys Key Features

    • Tactics: Access a library of pre-built, goal-based automation playbooks that launch campaigns with minimal setup time.
    • Lifecycle-based segmentation: Group contacts by customer lifecycle stage, from first-time buyers to lapsed customers.
    • Web personalization: Display personalized content blocks on your website based on each visitor's profile data.
    • Revenue analytics: Track campaign-attributed revenue, conversions, and customer lifetime value from a single dashboard.

    SAP Emarsys Integrations

    SAP Emarsys offers native integrations across the SAP ecosystem, including SAP Commerce Cloud, SAP Customer Data Platform, SAP Sales Cloud, and SAP S/4HANA Cloud. It also provides integrations for Shopify, Adobe Commerce (Magento), Salesforce B2C Commerce, Google Ads, Meta, LinkedIn, TikTok, and Criteo. It's available on Zapier, and an API is available for custom integrations.

    Pros and Cons

    Pros:

    • Drag-and-drop segment and journey builder
    • AI-powered product recommendations per customer
    • Pre-built automation tactics for quick setup

    Cons:

    • Initial platform setup and deployment is demanding
    • Advanced analytics tools are highly rigid
    Learn more about SAP Emarsys:

    • Check out SAP Emarsys on their website