Comparison of the Best Marketing Automation Software 2025

List of the best marketing automation software

Here's my pick of the best marketing automation software to try out this year:

1. Brevo (ex-Sendinblue): Accessible French reference

Brevo is the European leader in accessible marketing automation, particularly strong on the French-speaking market.

Key features:

• Email marketing with intuitive drag-and-drop editor
• Multichannel process automation (email, SMS, chat, push)
• Automating communications across multiple channels (emails, SMS, chat) for centralized and consistent campaign management
• Integrated lightweight CRM with visual pipeline
• Native landing pages and forms
• Basic live chat and chatbots
• Transactional and marketing SMS included

Rate structure:

• Free : 300 emails/day, unlimited contacts, unrestricted contact management
• List: $25/month for 20k emails
• Premium: $65/month for 1M emails
• Company: On quotation with guaranteed SLA

Expert verdict : Ideal solution for beginners or for French SMEs focusing on simplicity and GDPR compliance. The feature/price ratio remains unbeatable in the VSE/SME segment and simply makes it one of the best tools.

2. ActiveCampaign: Smart Automation Champion

ActiveCampaign is often considered to be the recognized leader in advanced marketing automation, acclaimed by experienced marketers.

Key features:

• The most sophisticated visual workflows on the market
• Possibility to create and test each automated scenario to simulate and optimize user journeys
• Automation of repetitive marketing actions and tasks (sending emails, segmentation, scoring, etc.)
• Native machine learning (unsubscription prediction, intelligent lead scoring)
• Full CRM with sales automation
• Split automation (A/B tests over entire courses)
• Native multi-touch attribution
• Advanced site tracking and behavioral targeting
• Lead nurturing function integrated into workflows to support the conversion of prospects through personalized and automated communications
• Numerous resources for implementing the SaaS tool

Rate structure:

• List: $9/month (500 contacts, email only)
• Plus: $49/month (full marketing automation)
• Professional: $149/month (attribution, split automation)
• Company: $259/month (SSO, HIPAA, SLA)

Expert verdict : The Rolls-Royce of automation. Profitable investment for mature marketing teams looking for maximum performance. Overkill for basic needs.

3. HubSpot - Integrated Marketing Ecosystem

HubSpot Marketing Automation is a comprehensive suite covering marketing, sales, and customer service. Leader in the mid-market.

Key features:

• Unlimited free CRM (unique on the market)
• Marketing Hub with visual workflows
• Content Hub (CMS, blog, SEO tools)
• Advanced content marketing and inbound marketing tools to automate lead creation, delivery, and engagement
• Native generative AI (ChatSpot)
• Full revenue attribution
• Academy with 400+ free certification courses

Rate structure:

• Free: CRM + basic email (2k shipments/month)
• Starter: 15€/month/user
• Professional: 800€/month (full automation)
• Company: 3200€/month (+ advanced features)

Expert opinion : Excellent for structuring growth with a 360° vision. The free one is enough to start, but plan for a large budget for scaling. Possible support for the implementation of a global marketing automation strategy, integrated into all of your marketing actions.

4. Klaviyo - E-Commerce Champion

Absolute reference in data-driven e-commerce marketing automation.

Key features:

• Native CDP (Customer Data Platform)
• Advanced AI predictions (CLV, churn probability, next purchase)
• Ultra-granular real-time segmentation
• Flow builder specialized in e-commerce
• Integrated SMS marketing
• Native reviews management
• Personalized product recommendation based on customer data analysis
• Automation of targeted marketing actions (sending emails, segmentation, reminders)
• Management of personalized multi-channel campaigns (email, SMS, display advertising)

Rate structure:

• Free: 250 contacts, 500 emails/month
• E-Mail: $20/month (500 contacts)
• Email+SMS: $35/month (bundle)
• Degressive pricing according to volume

Expert verdict : Essential for mature e-commerce obsessed with data. ROI largely justifies the investment if CA >500k€/year.

5. Omnisend: Reliable e-Commerce Alternative

Omnisend is an accessible e-commerce solution that favors simplicity without sacrificing efficiency.

Key features:

• Pre-built e-commerce workflows (70+ templates)
• Native omnichannel (email, SMS, push, WhatsApp)
• Centralized management of multi-channel campaigns and automation of repetitive marketing tasks
• Automation of customer communications on several channels (emails, SMS, social networks)
• Product picker for dynamic emails
• Gamification (wheels, scratch cards)
• Behavioral segmentation
• Landing pages & popups included

Rate structure:

• Free: 15k emails/month (500 contacts)
• Standard: $16/month (6k emails)
• Pro: $59/month (unlimited emails)
• SMS: 0.015$/additional message

Expert verdict : Sweet spot for 100k-2M€ turnover e-retailers looking for efficiency without complexity. Migration from Mailchimp is particularly smooth.

6. Ontraport: Business Automation Specialist

Business automation platform for online entrepreneurs and infopreneurs.

Key features:

• CRM & marketing automation platform
• Native membership sites
• Affiliate management
• E-commerce & payments
• Landing pages & forms
• SMS marketing
• Direct mail (by post)
• Database with advanced reporting
• Automating marketing tasks, managing multi-channel campaigns and triggering personalized actions

Rate structure:

• Basic: $79/month (1000 contacts)
• Plus: $147/month (2500 contacts)
• Pro: $297/month (10k contacts)
• Company: $497/month (20k contacts)

Expert verdict : Relevant for complex online businesses (courses, membership, affiliates). Overkill for simple email marketing.

7. GetResponse: Full Generalist

GetResponse is an all-in-one platform covering email, automation, webinars, and pages.

Key features:

• Full email marketing
• Visual marketing automation
• Integrated webinars (rare at this price)
• Landing pages & funnels
• Basic CRM included
• Paid ads management
• Marketing project management and team collaboration to optimize the coordination and success of automated campaigns

Rate structure:

• Email marketing: $15/month
• Marketing Automation: $49/month
• Ecommerce Marketing: $99/month
• Webinars included all plans

Expert verdict : Jack-of-all-trades interesting for SMEs wanting to centralize everything. Native webinars really make a difference.

8. Keap: CRM for entrepreneurs

Keap is a solution combining CRM, automation and business management for B2B services.

Key features:

• Full CRM with pipeline
• Marketing automation
• Appointments & calendar
• Invoicing & payments
• Lead capture & scoring
• Task automation
• Automation of tasks related to sales, customer follow-up and the management of sales campaigns
• E-commerce light

Rate structure:

• Pro: $159/month (1500 contacts)
• Max: 229$/month (2500 contacts)
• Max Classic: 199$/month
• Assisted Setup: +299$

Expert verdict : Solid for consultants/coachs/services looking for all-in-one. Justified price if using CRM+billing.

9. Marketo Engage (Adobe): Enterprise Excellence

Marketo Marketo is a marketing automation solution recognized for its multi-channel management across multiple platforms, ideal for large, sophisticated B2B marketing organizations.

Key features:

• Advanced lead management
• Account-Based Marketing (ABM)
• AI-powered insights (Adobe Sensei)
• Complex revenue attribution
• Predictive content
• Advanced personalization
• Multi-brand management
• Optimizing content for search engines to improve online visibility
• Advanced customer relationship management thanks to the centralization and personalization of interactions across multiple platforms

Rate structure:

• Select: 895/month (base)
• Bonus: 1795$/month
• Ultimate: $3195/month
• Company: Tailor-made

Expert verdict : Marketo Marketo is the leading marketing automation tool for large businesses, with advanced multi-channel management, customer relationship optimization, and powerful features tailored to the needs of demanding organizations. ROI proven on large volumes only.

10. Pardot (Account Engagement): Salesforce Extension

Salesforce native B2B marketing solution for optimal marketing-sales alignment.

Key features:

• 2-way native Salesforce integration
• Sophisticated lead scoring & grading
• B2B marketing analytics
• B2B email marketing
• Landing pages & forms
• Engagement programs
• Einstein AI features

Rate structure:

• Growth: 1250€/month (10k contacts)
• Plus: 2500€/month (10k contacts)
• Advanced: 4000 €/month (10k contacts)
• Premium: 15000€/month (75k contacts)

Expert verdict : A logical and efficient choice for the existing Salesforce ecosystem. If not, look elsewhere.

11. HighLevel: Powerful all-in-one

All-in-one white label platform for marketing agencies reselling services.

Key features:

• CRM & pipeline management
• Unlimited marketing automation
• Website & funnel builder
• Booking & calendars
• Invoicing & payments
• Full white label
• Customer portal
• Reputation management
• Marketing project management, team collaboration, and task automation for agencies

Rate structure:

• Starter: $97/month (1 account)
• Unlimited: $297/month (unlimited)
• SaaS Pro: $497/month (total rebrand)

Expert verdict : Profitability guaranteed for agencies managing 5+ customers. Too complex for internal use alone.

12. Mailchimp - The losing track record

Mailchimp is one of the players in email marketing converted into a marketing platform, strong in the beginner segment.

Key features:

• Basic email marketing
• Simple management of email campaigns and customer communication
• Numerous and modern templates
• Simple audience management
• Automations that are too basic for an advanced marketing strategy
• Landing pages
• Social posts scheduling
• Basic CRM features

Rate structure:

• Free: 500 contacts, 1000 sends/month
• Essentials: 13€/month
• Standard: 20€/month
• Premium: 350€/month

Expert verdict : Acceptable to start with thanks to the reputation, but quickly limiting. Alternatives offer more for less.

13. Mautic - The powerful open source

Mautic is the only enterprise-grade open source alternative to proprietary solutions.

Key features:

• Complete marketing automation
• Lead management
• Email & landing pages
• Campaign management for sending emails
• Social monitoring
• Integrated lightweight CRM
• API-first architecture
• Automating marketing tasks, managing multi-channel personalized campaigns, and designing advanced scenarios to simulate and test user journeys

Rate structure:

• Community: Free (self-hosted)
• Cloud Starter: $100/month
• Cloud Pro: 400$/month
• Cloud Enterprise: On estimate

Expert verdict : Great choice if you have internal technical skills. Real cost often higher than SaaS for small teams.

Final Verdict

Using marketing automation solutions and marketing databases can help your marketing become more personalized and generate more revenue.

But it's hard to keep up with changing marketing trends and take on all the burdens alone. That's why marketing automation tools are all the rage among marketers.

However, the internet is awash with countless marketing tools, making it difficult to identify which one is best for your business.

In this list, ActiveCampaign is perfect for small and medium businesses. Not only is it reasonably priced, but it also offers impressive features that can rival those of some of the more expensive tools.

If you are ready to spend money on business tools, it's best to go with MailChimp, Marketo, HubSpot, or Salesforce B2B Marketing Automation.

These 3 tools are intended for large companies. And if your only objective is to generate leads and increase your prospecting reach, then Prospect.io would be the best option.

In the end, it all comes down to your budget, requirements, business goals, and the size of your business.

Further reading: To continue, check out my guides on best email marketing services, the best webinar software, and the best landing page creators to be used this year.

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⚠️ Tools not covered: ActiveTrail, Plezi and Moosend

FAQS

What is marketing automation software?

A tool that automates marketing campaigns (emails, SMS, social networks), segments prospects, and analyzes performance.

What are the best software in 2025?

HubSpot, Brevo, ActiveCampaign, Klaviyo, Klaviyo, Marketo, Pardot, and Mailchimp dominate for their versatility and integrations.

How much does this software cost?

Free (Brevo, HubSpot) at €1250/month (Pardot). 14-30 day free trials available.

Who can use these tools?

TPE (Brevo, Mailchimp), SMEs (HubSpot, Klaviyo), large companies (Marketo, Pardot), and agencies.

What integrations are possible?

CRM (Salesforce, HubSpot), e-commerce (Shopify), and tools like Slack, Zapier.

Are there free plans?

Yes, Brevo (300 emails/day), HubSpot (2000 emails/month), and Mailchimp (500 contacts) offer free plans.

What are the key benefits?

Automation, segmentation, analysis, and time savings for effective campaigns.