The Best Marketing Automation Software in 2026
We researched marketing automation software through official vendor websites, including pricing pages, plan tables and product documentation. Rankings reflect each platform’s core automation capabilities, value for money and verified features across email, forms, lead scoring and customer journeys.
Our top picks
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Top ranked
HubSpot Marketing Hub#1 of 1289.4/10A broad marketing automation suite with a free plan and visual workflows.
Free plan · 14-day trial
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Runner-up
Adobe Marketo Engage#2 of 1289.3/10A broad enterprise platform for account-based campaigns, nurture, scoring, and attribution.
Pricing on request
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Top-ranked free plan
Freshmarketer#7 of 1288.8/10A low-cost option for small teams that need multichannel marketing journeys.
Free plan · 21-day trial
Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.
The full ranking 128 tools, best first · page 1 of 3
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Best forTeams wanting broad automation with a free entry tier
A broad marketing automation suite with a free plan and visual workflows.
- Lead scoring
- Lead capture forms
- Customer journeys
Free plan · 14-day trial Our HubSpot Marketing Hub verdict → Visit HubSpotFor vendors Sponsor this spot · #1 · $149/mo →9.4/10★★★★★Visit HubSpot -
Best forB2B enterprises needing account-based automation
A broad enterprise platform for account-based campaigns, nurture, scoring, and attribution.
- Lead scoring
- Lead capture forms
- Customer journeys
9.3/10★★★★★Visit Adobe Marketo -
Best forLarge teams needing cross-channel orchestration
A broad orchestration platform for large teams, with customized pricing and limited transparency.
- Lead scoring
- Lead capture forms
- Customer journeys
9.2/10★★★★★Visit Braze -
Best forEnterprise data-driven orchestration
A broad enterprise platform for governed data, journeys, activation and marketing decisioning.
9.1/10★★★★★Visit SAS -
Best forComplex Adobe-centered campaign operations
A strong fit for complex Adobe-centered campaign operations, with custom pricing and enterprise tiers.
- Lead capture forms
- Customer journeys
- Email automation
9.0/10★★★★☆Visit Adobe Campaign -
Best forSmall teams wanting an all-in-one marketing suite
A broad marketing suite for small teams that need automation, campaigns, and analytics together.
- Lead scoring
- Lead capture forms
- Customer journeys
8.9/10★★★★☆Visit Zoho -
Best forSmall teams needing affordable multichannel journeys
A low-cost option for small teams that need multichannel marketing journeys.
- Lead scoring
- Lead capture forms
- Customer journeys
8.8/10★★★★☆Visit Freshmarketer -
Best forEcommerce teams focused on behavioral marketing
A broad behavioral marketing platform for ecommerce teams running email, SMS, and push campaigns.
- Email automation
8.7/10★★★★☆Visit Klaviyo -
Best forEstablished teams needing deep campaign automation
A deep automation suite for established teams that do not need a free plan.
- Email automation
8.6/10★★★★☆Visit ActiveCampaign -
Best forSmall teams starting with email automation
A broad email automation suite with a practical free entry point for small teams.
- Email automation
8.5/10★★★★☆Visit Mailchimp -
Best forBudget-conscious teams wanting broad channels
Broad channel coverage and Zoho ecosystem integration at a low annual starting price.
- Lead scoring
- Lead capture forms
- Customer journeys
8.4/10★★★★☆Visit Zoho -
Best forEmail-first teams and ecommerce marketers
A broad email-first automation suite with ecommerce, landing pages, and AI tools.
- Email automation
8.3/10★★★★☆Visit GetResponse -
Best forTeams wanting free-to-enter CRM-connected automation
A CRM-connected automation platform with a free entry point and costly advanced tiers.
- Lead scoring
- Lead capture forms
- Customer journeys
8.2/10★★★★☆Visit HubSpot -
Best forOrganizations already using the Odoo ecosystem
A capable choice for organizations that already run marketing and customer data in Odoo.
- Lead scoring
- Lead capture forms
- Customer journeys
8.2/10★★★★☆Visit Odoo -
Best forTechnical teams wanting open-source automation
A flexible self-hosted automation suite with strong workflow and API capabilities.
- Lead scoring
- Lead capture forms
- Customer journeys
8.1/10★★★★☆Visit Mautic -
Best forLarge Salesforce enterprises with complex journeys
A Salesforce-centered platform for complex, high-volume customer journeys and lifecycle campaigns.
- Lead scoring
- Lead capture forms
- Customer journeys
8.0/10★★★★☆Visit Salesforce -
Best forSalesforce B2B teams with account-based programs
A capable choice for Salesforce B2B teams, but annual pricing limits accessibility.
- Lead scoring
- Lead capture forms
- Customer journeys
7.9/10★★★★☆Visit Salesforce -
Best forSalesforce organizations running B2B nurture programs
A capable Salesforce-centered nurture platform, priced for established B2B teams.
- Lead scoring
- Lead capture forms
- Customer journeys
7.8/10★★★★☆Visit Salesforce -
Best forB2B account and buying-group journeys
A focused B2B platform for account journeys, buying groups, scoring, and AI decisioning.
- Lead scoring
- Lead capture forms
- Customer journeys
7.7/10★★★★☆Visit Adobe -
Best forData-rich commerce teams seeking personalization
A data-rich automation suite for personalized commerce journeys across channels.
- Lead scoring
- Lead capture forms
- Customer journeys
7.6/10★★★★☆Visit Bloomreach -
Best forAdvanced teams measuring revenue lift and next actions
A deep revenue-focused platform for teams coordinating, optimizing, and measuring customer marketing.
- Lead scoring
- Lead capture forms
- Customer journeys
7.5/10★★★★☆Visit Optimove -
Best forEnterprise teams needing flexible messaging journeys
A broad marketing automation suite for flexible, data-driven messaging journeys.
- Lead scoring
- Lead capture forms
- Customer journeys
7.4/10★★★★☆Visit Iterable -
Best forBrands needing unified profiles and AI personalization
A broad marketing automation suite for unified profiles, journeys, and AI personalization.
- Lead scoring
- Lead capture forms
- Customer journeys
7.3/10★★★★☆Visit Insider One -
Best forPredictive omnichannel lifecycle programs
A predictive, omnichannel platform for B2C lifecycle marketing teams.
- Lead scoring
- Customer journeys
- Email automation
7.2/10★★★★☆Visit Blueshift -
Best forRetailers needing predictive commerce engagement
A retail-focused platform combining predictive segmentation, journeys, and cross-channel engagement.
- Lead scoring
- Lead capture forms
- Customer journeys
7.1/10★★★★☆Visit Listrak -
Best forReal-time ecommerce personalization
Cordial connects real-time customer behavior to personalized journeys across web and mobile.
7.0/10★★★★☆Visit Cordial -
Best forPersonalized lifecycle messaging programs
A cross-channel platform for personalized lifecycle messaging and behavioral audiences.
- Email automation
6.9/10★★★☆☆Visit Sailthru -
Best forEnterprise teams needing optimization and frequency control
A broad B2C engagement suite for journeys, optimization, and frequency control.
- Lead scoring
- Customer journeys
- Email automation
6.8/10★★★☆☆Visit Netcore -
Best forTeams prioritizing predictive multichannel engagement
A broad multichannel platform for teams that want predictive engagement workflows.
- Lead scoring
- Lead capture forms
- Customer journeys
6.7/10★★★☆☆Visit WebEngage -
Best forCross-channel CRM and ecommerce campaigns
A broad automation suite for CRM, ecommerce, and cross-channel campaigns.
- Email automation
6.6/10★★★☆☆Visit Dotdigital -
Best forProduct teams running event-based journeys
A deep event-based automation platform whose $100 entry price favors growing product teams.
- Lead scoring
- Lead capture forms
- Customer journeys
6.5/10★★★☆☆Visit Customer.io -
Best forMobile and product-led engagement programs
A broad engagement suite for mobile and product-led teams with advanced orchestration.
- Lead capture forms
- Customer journeys
- Email automation
6.4/10★★★☆☆Visit CleverTap -
Best forNo-code B2B marketing automation
A no-code marketing automation suite for complex B2B engagement programs.
- Lead scoring
- Lead capture forms
- Customer journeys
6.3/10★★★☆☆Visit Creatio -
Best forHigh-volume enterprise campaign operators
A broad enterprise platform for coordinating personalized campaigns across channels and lifecycle stages.
- Lead capture forms
- Customer journeys
- Email automation
6.2/10★★★☆☆Visit Responsys -
Best forOracle-centered enterprise marketing teams
A broad Oracle-centered marketing suite for enterprise teams with complex journeys.
- Lead scoring
- Lead capture forms
- Customer journeys
6.1/10★★★☆☆Visit Oracle -
Best forEnterprise nurture and lead scoring
A broad automation suite for enterprise nurture, scoring, segmentation, and journeys.
- Lead scoring
- Lead capture forms
- Customer journeys
6.0/10★★★☆☆Visit Acquia -
Best forData-driven ecommerce audience activation
A strong fit for ecommerce teams activating unified customer data across channels.
5.9/10★★★☆☆Visit Manago AI -
Best forRegulated enterprises needing multichannel compliance
A compliance-focused multichannel platform for enterprises that can support a €21,000 annual entry price.
- Lead scoring
5.8/10★★★☆☆Visit Actito -
Best forStructured B2B campaign automation
A structured B2B automation suite with strong lead management and enterprise connectors.
- Lead scoring
- Lead capture forms
- Customer journeys
5.7/10★★★☆☆Visit Evalanche -
Best forRetail customer data and loyalty marketing
A retail-focused platform for unified profiles, loyalty marketing, and cross-channel automation.
5.6/10★★★☆☆Visit Ometria -
Best forSmall businesses needing low-cost multichannel email
A low-cost multichannel platform with broad automation and messaging tools.
- Email automation
5.5/10★★★☆☆Visit E-goi -
Best forSAP-centered enterprises needing customer journeys
A broad SAP-centered platform for automated, personalized customer journeys.
- Lead scoring
- Lead capture forms
- Customer journeys
5.4/10★★★☆☆Visit SAP Emarsys -
Best forLarge B2B teams with substantial automation budgets
Broad lifecycle automation for large B2B teams, but the $900 monthly entry price limits value.
- Lead scoring
- Lead capture forms
- Customer journeys
5.4/10★★★☆☆Visit Act-On -
Best forB2B teams using SugarCRM or connected CRMs
A focused marketing automation suite for CRM-connected B2B teams.
- Lead scoring
- Lead capture forms
- Customer journeys
5.3/10★★★☆☆Visit Sugar Market -
Best forB2B marketers needing reporting and CRM workflows
A broad automation suite for marketers who need CRM workflows and reporting.
- Lead scoring
- Lead capture forms
- Customer journeys
5.2/10★★★☆☆Visit ActiveDEMAND -
Best forEnterprise brands needing AI journey optimization
A broad, AI-assisted journey platform for enterprise consumer brands.
- Lead capture forms
- Customer journeys
- Email automation
5.1/10★★★☆☆Visit MoEngage -
Best forLarge retailers with very high contact volumes
A high-volume ecommerce platform for coordinated, behavior-based lifecycle marketing.
- Lead scoring
- Lead capture forms
- Customer journeys
4.9/10★★☆☆☆Visit Maropost -
Best forSMBs wanting CRM and multichannel automation
A broad automation suite for growing teams that need CRM and multichannel journeys.
- Lead scoring
- Lead capture forms
- Customer journeys
4.8/10★★☆☆☆Visit Positive User -
Best forSmall teams wanting low-cost email automation
A low-cost email automation platform with broad tools and a free entry plan.
- Email automation
4.7/10★★☆☆☆Visit SendPulse -
Best forTeams needing lead scoring and broad CRM connectivity
Broad B2B automation with strong scoring and CRM reach, but a high annual commitment.
- Lead scoring
- Lead capture forms
- Email automation
4.6/10★★☆☆☆Visit Lead Liaison
No tools match those filters.
Compare at a glance
| # | Tool | Free plan | Paid from | Email automation | Customer journeys | Lead scoring | Lead capture forms | Score |
|---|---|---|---|---|---|---|---|---|
| 1 | HubSpot Marketing Hub | Yes | Yes | Yes | Yes | Yes | 9.4 | |
| 2 | Adobe Marketo Engage | No | Yes | Yes | Yes | Yes | 9.3 | |
| 3 | Braze | Yes | Yes | Yes | Yes | 9.2 | ||
| 4 | SAS Customer Intelligence 360 | 9.1 | ||||||
| 5 | Adobe Campaign | No | Yes | Yes | Yes | 9.0 | ||
| 6 | Zoho Marketing Plus | No | $25/user/mo | Yes | Yes | Yes | Yes | 8.9 |
| 7 | Freshmarketer | Yes | $15/mo | Yes | Yes | Yes | Yes | 8.8 |
| 8 | Klaviyo | Yes | Yes | 8.7 | ||||
| 9 | ActiveCampaign | No | Yes | 8.6 | ||||
| 10 | Mailchimp | Yes | Yes | 8.5 | ||||
| 11 | Zoho Marketing Automation | No | Yes | Yes | Yes | Yes | 8.4 | |
| 12 | GetResponse | Yes | $15.58/mo | Yes | 8.3 | |||
| 13 | HubSpot Landing Pages | Yes | Yes | Yes | Yes | Yes | 8.2 | |
| 14 | Odoo Marketing Automation | Yes | Yes | Yes | Yes | Yes | 8.2 | |
| 15 | Mautic | Yes | €247.50/mo | Yes | Yes | Yes | Yes | 8.1 |
| 16 | Salesforce Marketing Cloud Engagement | No | $2,000/mo | Yes | Yes | Yes | Yes | 8.0 |
| 17 | Salesforce Marketing Cloud Account Engagement | No | $1,250/mo | Yes | Yes | Yes | Yes | 7.9 |
| 18 | Salesforce Account Engagement | No | $1,250/mo | Yes | Yes | Yes | Yes | 7.8 |
| 19 | Adobe Journey Optimizer B2B Edition | Yes | Yes | Yes | Yes | 7.7 | ||
| 20 | Bloomreach Engagement | No | Yes | Yes | Yes | Yes | 7.6 | |
| 21 | Optimove | Yes | Yes | Yes | Yes | 7.5 | ||
| 22 | Iterable | Yes | Yes | Yes | Yes | 7.4 | ||
| 23 | Insider One | Yes | Yes | Yes | Yes | 7.3 | ||
| 24 | Blueshift | No | Yes | Yes | Yes | 7.2 | ||
| 25 | Listrak | Yes | Yes | Yes | Yes | 7.1 | ||
| 26 | Cordial | 7.0 | ||||||
| 27 | Sailthru | Yes | 6.9 | |||||
| 28 | Netcore Customer Engagement | No | Yes | Yes | Yes | 6.8 | ||
| 29 | WebEngage | Yes | Yes | Yes | Yes | 6.7 | ||
| 30 | Dotdigital | No | Yes | 6.6 | ||||
| 31 | Customer.io | No | $100/mo | Yes | Yes | Yes | Yes | 6.5 |
| 32 | CleverTap | No | Yes | Yes | Yes | 6.4 | ||
| 33 | Creatio Marketing | $15/user/mo | Yes | Yes | Yes | Yes | 6.3 | |
| 34 | Oracle Responsys | Yes | Yes | Yes | 6.2 | |||
| 35 | Oracle Fusion Cloud Marketing | Yes | Yes | Yes | Yes | 6.1 | ||
| 36 | Acquia Campaign Studio | Yes | Yes | Yes | Yes | 6.0 | ||
| 37 | MANAGO AI | No | 5.9 | |||||
| 38 | Actito | No | €21,000/yr | Yes | 5.8 | |||
| 39 | Evalanche | No | €195/mo | Yes | Yes | Yes | Yes | 5.7 |
| 40 | Ometria | 5.6 | ||||||
| 41 | E-goi | Yes | Yes | 5.5 | ||||
| 42 | SAP Emarsys | Yes | Yes | Yes | Yes | 5.4 | ||
| 43 | Act-On | Yes | Yes | Yes | Yes | 5.4 | ||
| 44 | Sugar Market | No | Yes | Yes | Yes | Yes | 5.3 | |
| 45 | ActiveDEMAND | No | $20/mo | Yes | Yes | Yes | Yes | 5.2 |
| 46 | MoEngage | No | Yes | Yes | Yes | 5.1 | ||
| 47 | Maropost Marketing Cloud | No | $279/mo | Yes | Yes | Yes | Yes | 4.9 |
| 48 | Positive User (formerly User.com) | No | €69/mo | Yes | Yes | Yes | Yes | 4.8 |
| 49 | SendPulse | Yes | $9.60/mo | Yes | 4.7 | |||
| 50 | Lead Liaison | No | $250/mo | Yes | Yes | Yes | 4.6 |
Head-to-head All 24 comparisons →
- HubSpot Marketing Hub vs Adobe Marketo Engage
- HubSpot Marketing Hub vs Braze
- HubSpot Marketing Hub vs SAS Customer Intelligence 360
- HubSpot Marketing Hub vs Adobe Campaign
- HubSpot Marketing Hub vs Freshmarketer
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How we rank marketing automation software
Every tool on this page was researched by iTechGuides Editors from its official website — pricing pages, plan tables and product documentation. We rank on how well each one does this category's core job, what the free or entry plan includes, and where it falls short. Where we have enough verified facts, the score out of 10 is a rubric — job fit, value and how much we could verify — shown with its breakdown on every tool's page; a tool we have not verified enough to score yet shows its rank without a number. Scores are re-checked when a product changes its plans. Read the full editorial policy, or submit a tool we missed.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Last updated · How we research and update