20 B2B Marketing Automation Platforms In 2026
10 Best B2B Marketing Automation Platform Shortlist
Here's my pick of the 10 best software from the 20 tools reviewed.
Each platform has distinct features that cater to different business needs within the B2B marketing landscape. As a marketing manager, you face constant challenges like juggling multiple campaigns, tracking leads, and ensuring ROI. These tasks can be overwhelming, but B2B marketing automation platforms can help ease the load. They simplify processes, improve lead management, and boost your team's efficiency.
I've tested and reviewed these tools independently, drawing from my experience in the marketing industry. My goal is to provide you with an unbiased, well-researched review of the top platforms available.
In this article, you'll find insights into the best options on the market, focusing on features that address your specific pain points. Whether you're looking to enhance your team's productivity or improve lead tracking, there's a solution that fits your needs.
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The 12 Best B2B Marketing Automation Platform Summary
| Tool | Best For | Trial Info | Price | ||
|---|---|---|---|---|---|
| 1 | Best for project timeline visualization | Free demo + free plan + 14-day free trial available | From $10/user/month (billed annually) | Website | |
| 2 | Best for lead scoring automation | Free demo available | Pricing upon request | Website | |
| 3 | Best for tailored campaigns throughout the buyer's journey | Free plan available | From $45/month | Website | |
| 4 | Best for comprehensive CRM integration | Free plan + demo available | From $800/month + $45/month for additional seats | Website | |
| 5 | Best for SMS campaigns | 60-day free trial | $300/month + 0.02/SMS | Website | |
| 6 | Best for customer segmentation | 14-day free trial available | From $39/month | Website | |
| 7 | Best for email marketing | 30-day free trial + free plan available | From $13/month (billed annually) | Website | |
| 8 | Best for landing pages | 30-day free trial + free demo available | From $19/month (billed annually) | Website | |
| 9 | Best for small businesses | Free trial available | From $299/user/month (billed annually) | Website | |
| 10 | Best for enterprises | Free demo | From $895/month | Website |
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Eloqua
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3 -
Optimizely
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.2 -
Uberflip
Visit WebsiteThis is an aggregated rating for this tool including ratings from Crozdesk users and ratings from other sites.4.3
Overviews Of The Best B2B Marketing Automation Platform
Here, you’ll find my summaries of each tool, including my evaluation of specific features, unique points that set them apart, and pros and cons.
Wrike is a versatile project management software that allows users to organize tasks, set priorities, and manage projects efficiently.
Why I picked Wrike: Wrike offers an extensive feature set that can help boost productivity and organize marketing operations. For example, the platform offers customizable work request forms, streamlining the intake process and minimizing time wastage. Wrike also provides adjustable Gantt charts, which provide a clear visualization of project timelines and dependencies to help users manage complex marketing initiatives and ensure timely campaign execution. Moreover, with over 400 automation options, Wrike minimizes repetitive tasks, enabling marketing professionals to concentrate on activities that drive business growth.
Wrike Standout Features and Integrations
Standout features include live editing, real-time commenting, workflow automations, AI integrations, multiple work views, comprehensive analytics and dashboards, proofing and approval tools, and end-to-end work management.
Integrations include PowerBI, Google Sheets, Miro, Salesforce, Tableau, Zoom, Google Drive, OneDrive, Jira, and Slack.
Pros and cons
Pros:
- Comprehensive reporting tools
- Powerful collaboration tools
- Customizable project templates
Cons:
- Limited filtering options
- Onboarding can be complex and time-consuming
New Product Updates from Wrike
Streamlining Workspaces with New Updates
Wrike announces custom space templates, AI Agents in Wrike Labs, and a new Guage widget to improve project management. For more information, visit Wrike's official site.
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Default is a comprehensive automation platform tailored for fast-growing B2B teams, focusing on modern lead routing and workflow automation. It allows users to build routing logic based on real-time data and customer events, simplifying revenue and marketing operations.
Why I picked Default: It offers the ability to automate lead scoring and set up triggers for timely outreach. This automation ensures that potential customers are engaged at the right moment, significantly improving conversion rates. By assigning scores to leads based on their interactions and behaviors, Default allows sales teams to prioritize high-value prospects, thereby increasing the likelihood of closing deals.
Default Standout Features and Integrations
Standout features include automated workflows, scheduling, customizable forms, data enrichment from various sources, real-time data, CRM insights, follow-up tools, customizable templates, and lead assignments.
Integrations include Salesforce, HubSpot, Salesloft, Outreach, Marketo, Customer.io, Google Calendar, Slack, Apollo, and Clearbit.
Pros and cons
Pros:
- Good inbound scheduling and qualification
- Robust workflow automation
- Good lead routing capabilities
Cons:
- Learning curve for more advanced workflows
- Could offer more customization options for the emails sent from Default
Best for tailored campaigns throughout the buyer's journey
Klaviyo is a marketing automation platform that offers a range of tools including email, SMS, mobile push, and web forms, as well as features for segmentation, flows, campaigns, and reporting.
Why I picked Klaviyo: The platform's flows feature allows businesses to create sophisticated automated sequences based on customer behaviors and events, ensuring timely and relevant communication throughout the buyer's journey. Additionally, Klaviyo's robust segmentation and personalization tools enable precise targeting and nurturing of leads, enhancing the effectiveness of marketing campaigns and driving higher engagement and conversion rates in the B2B sector.
Klaviyo Standout Features and Integrations
Standout features include SMS and email automation, A/B testing, multichannel campaigns, predictive analytics, drag-and-drop email builder, customizable signup forms, real-time reporting, pre-built templates, and customer journey tracking.
Integrations include Shopify, Salesforce, Wix, WooCommerce, Adobe Commerce (Magento), BigCommerce, Google Analytics, Facebook Ads, Instagram, Stripe, PayPal, QuickBooks, Zendesk, and Slack.
Pros and cons
Pros:
- Good reporting and analytics features
- Drag-and-drop automation builder for tailored campaigns
- Wide range of customizable email templates
Cons:
- Setting up segments can be complex
- Higher costs for more active profiles
HubSpot Marketing is a comprehensive CRM integration tool that offers a wide range of features such as marketing automation, sales, support, chat, and CRM integration, making it the best choice for businesses looking for a complete solution.
Why I picked HubSpot Marketing: HubSpot Marketing is a comprehensive CRM integration tool that streamlines digital marketing processes and allows small businesses to compete with larger brands. It offers unique CRM integration, including lead scoring, sales forecasting, and contact management, making it a versatile and powerful platform for B2B marketing. With its ability to seamlessly integrate customer relationship management with marketing automation, HubSpot Marketing stands out as the most complete and complex option for businesses looking to optimize their marketing strategies.
HubSpot Marketing Standout Features and Integrations
Standout features include marketing automation software that allows businesses to create automated campaigns using workflows and bot builders, automate routine tasks with email and form automation, and extend campaigns across various channels such as SMS and in-product marketing. Additionally, HubSpot provides a free online form builder, a free landing page builder, free email marketing tools, a drag and drop email editor, social media management tools, and multi-factor A/B testing.
Integrations include Gmail, Google Calendar, Outlook, Zapier, Google Ads, Facebook Ads, Zoom, Slack, LinkedIn Sales Navigator, Mailchimp, Instagram, Twitter, Canva, Salesforce, Eventbrite, Stripe, Hotjar, Asana, and Jira.
Pros and cons
Pros:
- Progressive profiling
- Social media monitoring to track brand mentions and trends
- AI-powered content creation
Cons:
- Limited customization for larger marketing projects
- Mobile app limitations
Attentive is an SMS marketing platform that enables businesses to have one-on-one conversations with customers across the buying journey.
Why I picked Attentive: The platform empowers marketing teams to increase revenue through relevant and engaging SMS campaigns. Attentive uses a mobile-first approach to help your business boost engagement by allowing you to reach your customers where they are. The platform offers high deliverability rates when using Attentive, so you can be confident your messages will reach your audience.
Attentive Standout Features and Integrations
Standout features include audience management tools that enable your team to personalize messages through comprehensive profiles and precise targeting. You’ll also have access to analytics that help you understand the impact of your campaigns and enhance growth.
Integrations include connections with third-party tools and applications to help your business scale faster, such as Aftership, Gorgias, Hubspot CRM, Mailchimp, Okendo, Pipedrive, Salesforce, Triple Whale, Zendesk, Zoho CRM, and other software options. You can also create custom integrations with Attentive’s API or a paid Zapier account.
Pros and cons
Pros:
- Quick campaign setup
- Easy to use
- Excellent user interface
Cons:
- Some integration limitations
- Reporting needs improvement
Drip provides effective segmentation capabilities that empower B2B marketing teams to create targeted email campaigns.
Why I picked Drip: With Drip, you and your marketing team can use segmentation tools based on audience behavior and preferences you can use in your email marketing automation. The platform analyzes your customer journey, allowing you to optimize your email segments and marketing strategies. Drip is built for ecommerce businesses, so you can create personalized and relevant content based on your segmentations using data from your other ecommerce tools.
Drip Standout Features and Integrations
Standout features include tools to help you create and manage multichannel marketing strategies through a simple visual workflow builder. Drip also provides insight capabilities that empower you to see the impact of your marketing strategies, enabling your team to boost conversions.
Integrations include over 150 native connections with top business tools to help you gather the right information and increase productivity, such as ActiveCampaign, ClickFunnels, Gravity Forms, Hubspot, MailOptin, Segment, Sleeknote, Stripe, WebinarJam, Wicked Reports, and other software options. You can also create custom integrations through Drip’s API or by using a paid Zapier account.
Pros and cons
Pros:
- Excellent email segmentation capability
- Helpful AI assistant
- Wide collection of templates
Cons:
- Steep learning curve
- Can be buggy and slow
Mailchimp is an email marketing automation tool that helps marketing teams contact customers and prospects.
Why I picked Mailchimp: Mailchimp deserves a place on this list because it's one of the most used email marketing tools on the market. The platform provides everything your B2B business needs to collect emails and send email campaigns. Although Mailchimp is growing and offering other marketing tools you can implement in your company, its email marketing features include email templates, analytics, segmentation, A/B testing, and more.
Mailchimp Standout Features and Integrations
Standout features include a customer journey builder that automates your marketing and converts more customers at scale with messages that fit their specific needs and behaviors. You’ll also have access to a content optimizer feature that compares your email content to other top-performing campaigns and offers practical suggestions to enhance results.
Integrations include connections with third-party applications and systems to make Mailchimp more beneficial for your business, such as Google Analytics, Help Scout, Instapage, Jotform, LiveChat, Mixpanel, QuickBooks Online, Salesforce, Typeform, Zendesk, and other software options. With Mailchimp’s API or a paid Zapier account, you can create custom integrations between the platform and your current toolset.
Pros and cons
Pros:
- Simple to implement
- Enables fast campaign setup
- Excellent email editor
Cons:
- Interface can be confusing
- Creating complex automations is challenging
GetResponse is a comprehensive marketing automation platform that provides a robust landing page builder tool that empowers businesses to collect leads and start the process of turning them into paying customers.
Why I picked GetResponse: The platform offers an AI-powered landing page builder that helps your marketing team create landers in a few quick clicks. GetResponse’s AI enables you to reach your target audience with landing pages that are tailored to your company and encourage signups. The AI within GetResponse uses your industry and the keywords you provide to generate optimized messaging throughout the landing page, a complete layout, and native content blocks.
GetResponse Standout Features and Integrations
Standout features include tools that send personalized and relevant emails automatically to leads throughout the customer cycle. You can also use GetResponse to send effective SMS messages to reach your customers directly.
Integrations include native connections with over 100 popular business tools, such as Google Analytics, Jotform, LeadsBridge, Magento, OptinMonster, Outgrow, Salesforce, Shopify, WooCommerce, Zendesk, and other software options. You can also use the platform’s API or a paid Zapier account to create custom integrations with your current systems.
Pros and cons
Pros:
- Fast customer support times
- Original email templates
- Quickly creates landing pages with AI
Cons:
- Advanced features have a steep learning curve
- Limited report customization options
Keap is a comprehensive business growth and automation tool that offers a range of features and resources to help small businesses manage and grow their operations.
Why I picked Keap: I like that Keap's marketing automation includes email marketing capabilities. B2B businesses can leverage templates and automation to craft personalized campaigns and ensure tailored and timely follow-ups at any stage of the customer journey. Its automation tools can handle tasks like lead nurturing, following up on abandoned carts, and sending welcome emails. Additionally, Keap offers a CRM that provides businesses with a centralized communication hub for more consistent marketing efforts and customer interactions.
Keap Standout Features and Integrations
Standout features include SMS marketing, appointment scheduling, invoicing, payment processing, multi-channel communication, dynamic form creation, lead capture, pipeline management, marketing and sales automation, contact management, and sales reporting.
Integrations include PlusThis, AdEspresso, BigCommerce, AppointmentCare, Bonjoro, Gmail, Jotform, Outlook, ScheduleOnce, WordPress, Wistia, and Zapier. Keap also has an open API for custom integrations.
Pros and cons
Pros:
- Robust CRM features
- Many customization options
- Automated email campaigns
Cons:
- Can be pricey for businesses with limited resources
- Not ideal for larger businesses with more complex needs
Adobe Marketo Engage is a B2B marketing automation platform that helps teams improve customer experiences at every touchpoint and simplify the customer journey.
Why I picked Adobe Marketo Engage: The platform helps enterprise-sized organizations track audience behavior, allowing them to find the right customers for campaigns. Adobe Marketo Engage also offers a complete toolset to help your business with account-based marketing, lead management, email marketing, and multi-touch attribution. It’s the perfect choice for organizations that need a solution to personalize experiences across multiple touchpoints and share information between your marketing and sales departments.
Adobe Marketo Engage Standout Features and Integrations
Standout features include tools to help you build robust landing pages with data capture forms; it comes with customizable templates you can personalize, eliminating the need to start from scratch. The platform also offers all standard reporting and analytics capabilities that provide crucial summaries of the data you collect.
Integrations include connections with over 600 applications, such as Bynder, Domo, Hevo, Hubspot CRM, Pipedrive, Salesforce, Slack, Twilio, Wrike, Zoho CRM, and other software options. You also have the option of creating custom integrations with a paid Zapier account or through the platform’s API.
Pros and cons
Pros:
- Excellent training tools
- Many tools for advanced users
- Intuitive to use
Cons:
- Interface is outdated
- Building campaigns can be challenging
Other B2B Marketing Automation Platform
As I mentioned earlier in this article, many B2B marketing automation platforms are available for you to choose from. So, to give you more selections, I added this brief list of other options that will also help you handle your marketing campaigns.
- Oracle Eloqua
For cross-channel marketing
- ActiveCampaign
All-in-one B2B marketing automation platform
- Leadfeeder
For lead generation
- Salesforce Pardot
For marketing analytics
- SuperBuzz
For AI-powered traffic generation
- HubSpot CRM
For automating inbound marketing
- Zoho CRM
For customer relationship management (CRM)
- monday CRM
For customer data management.
- StackAdapt
Self-serve advertising platform.
- Customer.io
For creating data-driven campaigns.
B2B Marketing Automation Platform Selection Criteria
When selecting the best B2B marketing automation platform to include in this list, I considered common buyer needs and pain points like lead nurturing and multi-channel campaign management. I also used the following framework to keep my evaluation structured and fair:
Core Functionality (25% of total score)
To be considered for inclusion in this list, each solution had to fulfill these common use cases:
- Lead generation
- Email marketing
- Campaign management
- Analytics and reporting
- Customer segmentation
Additional Standout Features (25% of total score)
To help further narrow down the competition, I also looked for unique features, such as:
- AI-driven insights
- Advanced personalization options
- Multi-language support
- Social media integration
- Custom workflow automation
Usability (10% of total score)
To get a sense of the usability of each system, I considered the following:
- Intuitive interface
- Easy navigation
- Minimal learning curve
- Responsive design
- Customizable dashboard
Onboarding (10% of total score)
To evaluate the onboarding experience for each platform, I considered the following:
- Availability of training videos
- Interactive product tours
- Access to templates
- Webinars for new users
- Chatbot assistance
Customer Support (10% of total score)
To assess each software provider’s customer support services, I considered the following:
- 24/7 support availability
- Multi-channel support options
- Access to a knowledge base
- Response time efficiency
- Dedicated account managers
Value For Money (10% of total score)
To evaluate the value for money of each platform, I considered the following:
- Competitive pricing
- Transparent pricing structure
- Range of features for the price
- Flexibility in pricing plans
- Cost of add-ons and upgrades
Customer Reviews (10% of total score)
To get a sense of overall customer satisfaction, I considered the following when reading customer reviews:
- User satisfaction ratings
- Feedback on customer support
- Comments on feature usability
- Reports of technical issues
- Overall recommendation rate
How to Choose B2B Marketing Automation Platform
It’s easy to get bogged down in long feature lists and complex pricing structures. To help you stay focused as you work through your unique software selection process, here’s a checklist of factors to keep in mind:
| Factor | What to Consider |
|---|---|
| Scalability | Can the platform grow with your business? Evaluate if it can handle increased data and users without a drop in performance. |
| Integrations | Does it connect with your existing tools? Check compatibility with CRM, email services, and other software your team relies on. |
| Customizability | Can you tailor it to fit your workflows? Look for options to customize dashboards, reports, and automated processes. |
| Ease of use | Is it user-friendly for your team? Consider the learning curve and ease of navigation. A complex tool may hinder productivity. |
| Implementation and onboarding | How quickly can you get started? Assess the training resources and support available to help your team transition smoothly. |
| Cost | Is it within your budget? Compare pricing plans and consider long-term costs, including upgrades and add-ons. |
| Security safeguards | Does it protect your data? Ensure it complies with data protection standards and offers features like encryption and two-factor authentication. |
What Is a B2B Marketing Automation Platform?
A B2B marketing automation platform is software that helps businesses automate marketing tasks and workflows, manage campaigns, and analyze performance. Marketing managers and teams typically use these tools to enhance lead generation and improve communication with prospects and clients. Features like lead scoring, email marketing, and analytics support efficient campaign management and data-driven decision-making. Overall, these tools save time and resources while boosting marketing effectiveness.
Features
When selecting a B2B marketing automation platform, keep an eye out for the following key features:
- Lead scoring: Automatically ranks leads based on their engagement, helping prioritize follow-ups.
- Email marketing: Automates email campaigns to nurture prospects and maintain customer relationships.
- Analytics and reporting: Provides insights into campaign performance, guiding data-driven decisions.
- Customer segmentation: Divides your audience into targeted groups for more personalized marketing.
- Campaign management: Manages multi-channel marketing campaigns from a single platform.
- CRM integration: Connects with customer relationship management systems to streamline data sharing.
- Personalization tools: Customizes content and messaging to improve engagement and conversion rates.
- Social media integration: Links with social platforms to enhance reach and track social campaign performance.
- Workflow automation: Automates repetitive tasks, freeing up time for strategic planning.
- Security features: Protects sensitive data with encryption and compliance with data protection standards.
Benefits
Implementing a B2B marketing automation platform provides several benefits for your team and your business. Here are a few you can look forward to:
- Time savings: Automates repetitive tasks like email campaigns, freeing up time for strategic activities.
- Improved lead management: Features like lead scoring help prioritize high-potential leads, boosting conversion rates.
- Enhanced personalization: Customizes messaging and content, leading to better engagement and customer satisfaction.
- Data-driven insights: Analytics and reporting provide actionable insights, guiding smarter marketing decisions.
- Consistent multi-channel campaigns: Manages campaigns across multiple channels from one platform, ensuring consistent messaging.
- Better collaboration: Integration with CRM systems facilitates data sharing and collaboration across teams.
- Increased efficiency: Workflow automation reduces manual errors and increases overall marketing efficiency.
Costs & Pricing
Selecting a B2B marketing automation platform requires an understanding of the various pricing models and plans available. Costs vary based on features, team size, add-ons, and more. The table below summarizes common plans, their average prices, and typical features included in B2B marketing automation platform solutions:
Plan Comparison Table for B2B Marketing Automation Platform
| Plan Type | Average Price | Common Features |
|---|---|---|
| Free Plan | $0 | Basic email marketing, limited analytics, and simple automation. |
| Personal Plan | $15-$50/user/month | Advanced email marketing, lead scoring, and basic CRM integration. |
| Business Plan | $50-$150/user/month | Multi-channel campaigns, advanced analytics, and enhanced personalization. |
| Enterprise Plan | $150+/user/month | Custom workflows, dedicated support, and full CRM integration. |
People Also Ask
When searching for new B2B marketing automation platforms to implement or looking for a system to replace the one you’re already using, you might have some questions that need answering to help you make the best decision for your business. There are many people in this exact scenario, so I added this section to answer the most frequently asked questions marketers have when looking for B2B marketing automation solutions.
What is the typical implementation time for a b2b marketing automation platform?
The implementation time varies, but it usually takes a few weeks to a couple of months. It depends on the complexity of your requirements and the size of your team. To speed up the process, ensure you have a clear plan, allocate resources, and take advantage of any onboarding support or training provided by the vendor.
Do b2b marketing automation platforms require technical expertise to manage?
No, most platforms are designed to be user-friendly, even for those without technical expertise. However, having someone with a basic understanding of marketing technology can be beneficial. Most vendors offer support and training resources to help you and your team get up to speed quickly.
Can a b2b marketing automation platform integrate with existing CRM systems?
Yes, most platforms offer integration capabilities with popular CRM systems like Salesforce and HubSpot. Check the specific integration options of the platform you’re considering to ensure compatibility. Integrating with your CRM can help streamline data flow and improve your marketing efforts.
What’s Next:
If you're in the process of researching B2B marketing automation platform, connect with a SoftwareSelect advisor for free recommendations.
You fill out a form and have a quick chat where they get into the specifics of your needs. Then you'll get a shortlist of software to review. They'll even support you through the entire buying process, including price negotiations.