The most recognizable name in email marketing. Mailchimp offers an all-in-one marketing suite with email campaigns, landing pages, social posting, and basic automation - backed by a massive integration ecosystem.
A marketing automation powerhouse that combines email, CRM, and sales automation. Known for its visual workflow builder with 900+ automation templates and strong deliverability.
HubSpot's marketing suite includes email, landing pages, forms, social media, and marketing automation - all connected to its free CRM. The enterprise option for teams that want everything in one platform.
The go-to email and SMS platform for e-commerce. Klaviyo integrates deeply with Shopify, WooCommerce, and BigCommerce for behavior-based automation, predictive analytics, and revenue attribution.
One of the longest-running email marketing platforms, now offering email, social media marketing, SMS, and event management. Known for ease of use but relatively high pricing for what you get.
A clean, affordable email marketing platform that punches well above its price point. MailerLite offers email campaigns, automation, landing pages, websites, and a generous free plan - all with an intuitive interface.
Formerly Sendinblue, Brevo is a multi-channel marketing platform offering email, SMS, WhatsApp, and chat. Its pricing model based on email volume rather than contacts makes it uniquely affordable for large lists.
A versatile email marketing and automation platform that also includes webinar hosting, conversion funnels, and an AI-powered website builder. Strong for teams that want marketing automation without enterprise pricing.
Built for creators - bloggers, YouTubers, podcasters, and solo entrepreneurs. Kit focuses on simplicity, subscriber tagging, visual automations, and landing pages for audience growth.
An e-commerce-focused email and SMS marketing platform with deep Shopify, WooCommerce, and BigCommerce integrations. Competes with Klaviyo at a lower price point with built-in SMS credits.
An e-commerce CRM and email marketing platform built for online stores. Drip focuses on behavior-based automation, deep store integrations, and revenue attribution - with a simple all-features-included pricing model.
HubSpot Marketing Hub is the most widely adopted all-in-one marketing automation platform for B2B teams. It connects email, landing pages, forms, social, and automation directly to HubSpot CRM — giving marketing and sales a single source of truth. The Professional tier unlocks real automation workflows, A/B testing, and smart content; Enterprise adds predictive scoring and custom objects.
ActiveCampaign is the leading SMB marketing automation platform, known for its visual workflow builder, built-in CRM, and 900+ pre-built automation templates. With strong deliverability and deep e-commerce integrations, it powers marketing for 150,000+ businesses. The Plus plan unlocks CRM, lead scoring, and landing pages — everything most B2B and e-commerce teams need without enterprise pricing.
Adobe Marketo Engage is the enterprise-grade marketing automation platform for large B2B organizations. Part of Adobe Experience Cloud, it handles lead management, account-based marketing, multi-touch attribution, and advanced analytics at scale. Used by Fortune 500 companies and enterprise marketing ops teams, Marketo is the gold standard for complex, multi-stakeholder B2B sales cycles.
Salesforce Marketing Cloud Account Engagement (formerly Pardot) is the native B2B marketing automation suite built into the Salesforce ecosystem. It handles lead nurturing, scoring, and routing for Salesforce CRM users — providing seamless marketing-to-sales handoffs without third-party integration. Best for teams already deeply embedded in Salesforce who need marketing automation without a separate platform.
Keap (formerly Infusionsoft) is an all-in-one CRM and marketing automation platform designed specifically for small businesses. It combines CRM, email marketing, e-commerce, payments, and automation in a single platform with a simple all-inclusive pricing model — no feature gating between tiers. Popular with service businesses, coaches, and consultants managing their entire customer lifecycle in one tool.
Ontraport is a business automation platform combining CRM, email marketing, landing pages, membership sites, and e-commerce for SMBs. Known for its deep membership site and online course capabilities, Ontraport is popular with coaches, consultants, and online businesses that sell information products. It offers strong customer support with unusually fast response times praised consistently across reviews.
Ortto (formerly Autopilot) is a modern marketing automation and analytics platform that combines customer data, journey automation, and built-in analytics in one tool. Particularly strong at multi-channel journeys across email, SMS, in-app messaging, and push notifications — with native analytics that eliminate the need for a separate BI tool. Popular with growth-stage SaaS and D2C brands.
HighLevel (GoHighLevel) is an all-in-one marketing platform designed for marketing agencies and their clients. It combines CRM, email, SMS, funnel builder, website builder, scheduling, review management, and white-label capabilities — with unlimited contacts across all plans. Agencies use it to run their entire client base from a single platform without paying per-contact fees.
Customer.io is a developer-friendly marketing automation platform built for product-led SaaS and app companies. It excels at event-based behavioral triggers, multi-channel messaging (email, SMS, push, in-app), and complex segmentation based on real-time user actions and product events. Beloved by growth and product teams for its API-first architecture and ability to trigger automation from any custom event.
Encharge is a marketing automation platform designed for SaaS companies, digital businesses, and agencies. It combines email campaigns, behavior-based automation flows, and deep native integrations with HubSpot, Salesforce, Stripe, and Segment. Positioned as a powerful mid-tier option between basic email tools and enterprise platforms, with unlimited emails and users across all plans.
Mautic is the world's leading open-source marketing automation platform, used by 200,000+ businesses globally. Self-hosted deployments are completely free with full access to email campaigns, multi-step automation, landing pages, and CRM integrations — with no contact limits or per-seat fees. Cloud-hosted managed versions from certified partners start around $150/mo. Best for technical teams that want enterprise-level features with zero per-contact pricing.
Braze is an enterprise customer engagement platform powering real-time, personalized messaging across email, SMS, push, in-app, and web for the world's largest consumer brands. Used by Airbnb, HBO, Headspace, and Postmates for behavior-driven engagement at massive scale. Its Liquid templating engine and Canvas flow builder set the industry standard for multi-channel journey orchestration.
Iterable is a growth marketing platform built for enterprise B2C companies needing sophisticated multi-channel campaign orchestration. It powers personalized email, SMS, push, in-app, and web messaging for brands like DoorDash, Priceline, and Box. Known for its flexible data model, Workflow Studio visual builder, and ability to handle complex, data-intensive cross-channel customer journeys.
Attentive is the leading AI-powered SMS and email marketing platform for e-commerce brands. It specializes in permission-based text message marketing with deep Shopify, BigCommerce, and DTC integrations. Attentive's AI automatically optimizes send times, message content, and audience segmentation to maximize revenue from mobile channels, making it the go-to platform for brands where SMS is a primary revenue driver.
Bloomreach Engagement (formerly Exponea) is an enterprise CDP and marketing automation suite built for large-scale e-commerce and retail. It combines a real-time customer data platform, omnichannel automation, AI-powered personalization, and advanced analytics in a single tool. Used by Marks & Spencer, Bosch, Pandora, and hundreds of global retail and e-commerce brands to drive revenue through unified data-driven marketing.
Klaviyo is the go-to email and SMS marketing automation platform for e-commerce. It integrates deeply with Shopify, WooCommerce, and BigCommerce for behavior-based automation — abandoned cart, browse abandonment, post-purchase, win-back — with direct revenue attribution on every flow and campaign. As of 2025, Klaviyo expanded beyond email into a full e-commerce data platform with predictive analytics, customer lifetime value scoring, and SMS.
ZenABM is an all-in-one ABM analytics platform for LinkedIn. It de-anonymizes LinkedIn ad engagement at the company level via the LinkedIn API, connects those engagements per campaign and ad with CRM data, and provides revenue attribution, account scoring, and ABM dashboards. Includes an AI assistant called Zena for conversational reporting.
Fibbler is a paid ads attribution platform for B2B LinkedIn (and Google) Ads. It identifies which companies view or engage with your ads, connects that engagement to pipeline and revenue in your CRM (HubSpot, Salesforce, Attio), and routes intent signals to Clay, Slack, and Zapier — so sales knows exactly when to reach out to an account that's been seeing your ads.
HubSpot's native ABM features are built into Marketing Hub Professional and Enterprise, giving B2B teams account targeting, company scoring, buying role tracking, and personalized workflows — all connected to the free CRM. The most accessible full-featured ABM starting point on this list.
Common Room is a signal-based selling platform that aggregates buying signals across website visits, product usage, G2 reviews, GitHub activity, LinkedIn engagement, and CRM data to surface the right accounts at the right time. For ABM, it de-anonymizes and prioritizes target accounts showing multiple overlapping intent signals — not just one data source.
Formerly RollWorks, AdRoll ABM (rebranded August 2025) is a B2B ABM advertising platform that targets specific account lists with display ads, LinkedIn, and retargeting. It combines account identification, fit scoring, and intent signals to prioritize which accounts receive advertising budget and attention.
Metadata automates B2B paid social campaigns across LinkedIn, Facebook, and Google Ads using AI. For ABM, it creates and continuously optimizes targeted campaigns against account lists — automatically experimenting with audiences, creative, and bids to accelerate the feedback loop on what converts.
6sense is the market-leading Revenue Intelligence Platform for B2B ABM. It uses buyer intent data, predictive AI, and account engagement signals to identify companies in-market before they ever engage with you — then orchestrates multi-channel campaigns to reach the full buying committee. Used by Cisco, Zendesk, and thousands of B2B enterprises.
Demandbase is a full-platform ABM suite combining account identification, a B2B advertising DSP, proprietary intent data, sales intelligence, and analytics. Built for enterprise B2B teams that want everything — including programmatic ad buying for target accounts — under one vendor contract.
ZoomInfo (formerly MarketingOS) layers ABM advertising and campaign automation on top of ZoomInfo's best-in-class B2B contact database. Because it runs on ZoomInfo's proprietary data, account targeting precision is significantly higher than platforms relying on third-party data pools.
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Showing 36 of 36 tools
Why Pricing Context Matters
Most pricing pages show you the starting price. We show you what tools actually cost at the scale you operate — and how that cost fits into your overall marketing budget:
Pricing at scale
See costs at 1K, 10K, and 50K contacts — not just the free tier
Budget context
Understand what each tool costs as a percentage of your marketing spend
Real review scores
G2, Capterra, and TrustRadius ratings from actual users
Honest trade-offs
Pros, cons, and pricing gotchas for every tool we cover
Planning your tool stack from scratch? Start with a marketing budget template to see how tools fit into your overall channel allocation, or use the budget calculator to estimate your total marketing spend.
Frequently Asked Questions
Why do marketing tool prices vary so much?
Marketing tool pricing depends on usage volume (contacts, users, emails sent), feature tier, and billing frequency. A tool that costs $50/month at 1K contacts may cost $500+ at 50K. Our comparisons show real prices at multiple scale tiers so you can plan accurately.
How much of my marketing budget should go to tools?
Most marketing teams spend 5-15% of their total budget on tools and software. Early-stage companies tend to spend closer to 15% as they build their stack, while larger teams with negotiated enterprise contracts spend closer to 5-8%. See our average marketing budget by industry benchmarks for detailed breakdowns, or use the marketing budget calculator to estimate your total spend and see how tools fit in.
How often do you update the pricing data?
We review and update pricing data monthly. Each comparison page shows the last updated date. Prices are sourced directly from vendor pricing pages and confirmed through their calculators where available.
Should I choose the cheapest tool?
Not necessarily. The cheapest tool at 1K contacts may become the most expensive at 50K. Look at pricing at your current scale and where you expect to be in 12 months. Also consider switching costs — migrating email lists or automation workflows is time-consuming, so picking the right tool upfront saves money long-term.
