--- title: "25 Best Marketing Automation Software - 2026 Reviews & Pricing" description: "Find the best Marketing Automation Software for your organization. Compare top Marketing Automation Software systems with customer reviews, pricing, and free demos." source_url: "https://www.softwareadvice.com/marketing/automation-comparison/" page_type: "subcategory" language: "en" --- [Home](https://www.softwareadvice.com/) / Marketing Automation Software Software Advice offers objective insights based on verified user reviews and independent product and market research. When our advisors match you to a software provider, we may earn a referral fee. # Best Marketing Automation Software of 2026 Updated November 3, 2026 Written by [Ines Bahr](https://www.softwareadvice.com/resources/author/ines-bahr/) Senior Content Analyst Talk with us for a free 15-min consultation Expert advisors like Jacqueline, who have helped 1,000+ companies, can find the right software for your needs. On this page - All Software - Software Advice FrontRunners - Buyer's Guide - Frequently Asked Questions - Popular Comparisons ## Marketing Automation FAQs Software Advice advisors had 120 conversations with buyers about Marketing Automation software between January 2025 and July 2026. These are the questions that came up most. - How do I choose the right Marketing Automation software for my business? Advisor-call conversations show that choosing the right marketing automation software comes down to confirming it covers the must-have features for the business, such as email campaigns, lead generation, and campaign tracking, and checking that these tools are easy to use without outside help. Buyers also weigh how well the software integrates with other platforms to avoid manual workarounds, and they pay close attention to whether the pricing model fits their team size and budget, noting that unexpected fees or complex costs are a common pain point. Many teams prefer cloud-based options and look for deployment types that support their workflows and growth plans. - What is the best Marketing Automation software for a small to mid-size marketing team? There is no single marketing automation tool that fits every small to mid-size marketing team, but buyers frequently tell our advisors that a good choice should automate email marketing, manage campaigns across channels, support lead generation, and provide clear tracking and analytics. Teams in this range often look for software that reduces manual work and reliance on spreadsheets, can grow with their needs, and integrates easily with other marketing or sales tools. A common sticking point is high or rising pricing, so buyers weigh cost against included features and look for options that do not require outside agencies or complex onboarding. Many buyers also mention wanting straightforward tools for drip campaigns, campaign management, and social marketing without a steep learning curve. Answer based on 91 advisor calls - What should businesses watch out for when choosing Marketing Automation software? Businesses should pay close attention to pricing transparency, integration capabilities, and the risk of manual workarounds when choosing a marketing automation system. In real advisor-call conversations, a common theme in these conversations is that buyers want clear costs up front, as unexpected price increases or complex pricing structures can strain budgets, especially for small businesses. Many buyers in the Marketing and Advertising industry also stress the need for smooth integration with other tools to avoid duplicating efforts in spreadsheets or relying on manual processes. Small business users often mention that features like lead generation, campaign management, and automation should be easy to set up without outside help. Most buyers look for cloud-based systems, so confirming what deployment types are available and how they fit current workflows is another key step before making a decision. Answer based on 106 advisor calls - What are common complaints about Marketing Automation software? Buyers frequently mention overall dissatisfaction with marketing automation software in advisor calls, often citing high or rising pricing as a key pain point. Gaps in lead generation, tracking, and booking features are another common complaint, especially when tools do not fully replace manual or spreadsheet-based processes. Some buyers also express frustration over the need for external agencies or manual setup. Limited integration with other tools, weak advertising or promotion options, and an inefficient user experience are additional themes that come up repeatedly in these conversations. Answer based on 76 advisor calls - What is the difference between Marketing Automation software and a general marketing platform? Marketing automation software focuses on automating repetitive marketing tasks and triggering campaigns based on customer actions, while a general marketing platform often centers on broader campaign management and communication tools. During advisor calls, buyers draw this line by looking for features like drip campaigns, automated workflows, and behavior-based triggers in marketing automation tools, functions that go beyond basic email blasts or social media scheduling found in standard marketing platforms. Many teams say they turn to marketing automation software to reduce manual work and move away from spreadsheets or dependence on outside agencies, which are more common in general marketing setups. Limited integration, difficulty managing lead generation, and rising costs are recurring friction points buyers weigh when choosing between these two types of tools. Answer based on 106 advisor calls - Can Marketing Automation software integrate with CRM and analytics platforms? Yes, marketing automation systems can connect with platforms like LinkedIn Sales Navigator for lead capture and LinkedIn for Business for contact management. When speaking with our advisors, buyers often ask about syncing with LinkedIn Marketing Solutions or Facebook Apps and Tabs to manage social media advertising and content. A priority for many users is linking their marketing automation tool with LinkedIn Recruiter and LinkedIn Talent Insights to better coordinate hiring and talent tracking alongside marketing activities. Buyers frequently mention the need to integrate with these platforms to avoid entering data in multiple places. Answer based on 10 advisor calls - How does Marketing Automation software handle campaign planning, execution, and performance tracking? Based on what buyers we've talked to describe, marketing automation software helps teams plan, run, and track campaigns from start to finish. Buyers frequently mention using these tools to create groups of marketing tasks, set up email campaigns, and review reports to see which efforts met their goals. Answer based on 28 advisor calls - How much does Marketing Automation software cost? Most marketing automation tools are priced either as a flat monthly rate or per user per month, according to our advisors, buyers most often see flat monthly prices with a median of $210 and a typical range from $100 to $450. Per-user pricing is also common, usually between $20 and $68 per user each month, with a median near $60. Some teams are quoted a one-time setup fee, most often $2,500. Buyers frequently mention the need to balance monthly cost with essential features, and a common sticking point is whether a flat or per-user model fits their team’s structure. Answer based on 77 advisor calls - What features should Marketing Automation software include? The features buyers our advisors talk to request most are email marketing, workflow automation, and email campaign management. Across calls, users also look for social media campaign tools, lead generation, drip campaigns, SMS marketing, and the ability to create landing pages or web forms to capture leads. Campaign tracking and management are frequent priorities, letting users monitor and analyze results across different channels. Some buyers also ask for search engine optimization (SEO) management to help boost website visibility. Answer based on 102 advisor calls - What is Marketing Automation software and what does it do? Marketing automation software helps businesses automate tasks like creating marketing campaigns, managing workflows, and tracking results across channels such as email and social media, based on advisor calls. Buyers frequently mention using this software to send bulk emails, set up automated messages triggered by customer actions, manage leads, and create landing pages or web forms for capturing prospects. A common use is analyzing campaign performance to see which efforts bring in leads or drive engagement. Answer based on 95 advisor calls Marketing automation software helps marketing teams automate campaigns, nurture leads, and measure engagement across channels. With 307 products, each built for different team sizes, channels, and integration needs, choosing the right one can be overwhelming. To help you narrow it down, I worked with our marketing automation software advisors to curate a list of recommended productsi and a list of highly-rated marketing automation software based on user reviews. For further information, [read my marketing automation buyer's guide.](https://www.softwareadvice.com/marketing/automation-comparison/#buyers-guide) ## Marketing Automation Software (789 products) [Free Version](https://www.softwareadvice.com/marketing/automation-comparison/free/)[Small Business](https://www.softwareadvice.com/marketing/automation-comparison/small-business/) Sort by **Recommendations**: Sorts listings by the number of recommendations our advisors have made over the past 30 days. Our advisors assess buyers’ needs for free and only recommend products that meet buyers’ needs. Vendors pay Software Advice for these referrals. **Reviews**: Sorts listings by the number of user reviews we have published, greatest to least. **Average Rating**: Sorts listings by overall star rating based on user reviews, highest to lowest. **Alphabetically (A-Z)**: Sorts listings by product name from A to Z. ### [emfluence Marketing Platform](/marketing/emfluence-profile/) - Overall rating: 4.7/5 - Reviews: 51 - Starting price: $1,000.00/month - Free trial: Available - Free demo: Not available #### Overview The emfluence Marketing Platform is designed for marketers who want powerful automation without unnecessary complexity. It’s an intuitive, full-featured marketing automation [Read more](/marketing/emfluence-profile/) #### Features ##### Best rated features - Customer Segmentation: 5/5 - Segmentation: 5/5 - Lead Qualification: 5/5 - Social Marketing: 5/5 ##### Worst rated features - Reporting/Analytics: 2.5/5 - Campaign Analytics: 3/5 - Multi-Campaign: 3/5 - Lead Management: 3/5 [See all features](/marketing/emfluence-profile/#key-features) #### Pricing ##### Small Business - Price: $1,000.00/month - Pricing for active email list size up to 30,000 contacts. ##### Mid-Sized Business - Price: $2,400.00/month - Pricing for active email list size up to 150,000 contacts. ##### Enterprise - Price: $5,400.00/month - Pricing for active email list size up to 500,000 contacts. [See full pricing details](/marketing/emfluence-profile/#pricing-and-plans) --- ### [HubSpot Marketing Hub](/product/119437-HubSpot-Marketing/) - Overall rating: 4.5/5 - Reviews: 6,262 - Starting price: $15.00/month - Best for: Campaign Tracking - Free trial: Available - Free demo: Not available #### Overview HubSpot Marketing Hub helps marketing teams build demand and turn more of it into pipeline. Your campaigns, content, and automation work from the same customer data as the rest of [Read more](/product/119437-HubSpot-Marketing/) ##### What users love - Centralized marketing management platform - User-friendly and intuitive interface - Responsive support and resources ##### To take in mind - Steep and complex pricing tiers - Costly for small businesses - Limited template customization options #### Features ##### Best rated features - Search Marketing: 5/5 - Google Analytics Integration: 5/5 - Email Tracking: 5/5 - Audit Management: 4.8/5 ##### Worst rated features - Email Templates: 3/5 - Personalization: 3.5/5 - Drag & Drop: 3.8/5 - WYSIWYG Editor: 3.8/5 [See all features](/product/119437-HubSpot-Marketing/#key-features) #### Pricing ##### Marketing Hub Starter - Price: $15.00/month - Essential marketing, sales, service, content, and data management software ##### Marketing Hub Professional - Price: $890.00/month - For marketing teams who want to effectively run omni-channel campaigns, automation, and reporting to ##### Marketing Hub Enterprise - Price: $3,600.00/month - For marketing organizations seeking power, flexibility, and governance to orchestrate data-driven [See full pricing details](/product/119437-HubSpot-Marketing/#pricing-and-plans) --- ### [ContactPigeon](/product/449834-ContactPigeon/) - Overall rating: 5.0/5 - Reviews: 308 - Best for: Small businesses - Free trial: Not available - Free demo: Not available #### Overview ContactPigeon is an omnichannel customer engagement platform built for retail and ecommerce brands of all sizes. The software is deployed cloud-based, making it accessible without [Read more](/product/449834-ContactPigeon/) #### Features ##### Best rated features - Drip Campaigns: 5/5 - CRM: 5/5 - Reporting & Statistics: 5/5 - Contact Database: 5/5 [See all features](/product/449834-ContactPigeon/#key-features) --- ### [Linked Helper 2](/marketing/linked-helper-2-profile/) - Overall rating: 4.9/5 - Reviews: 279 - Starting price: $15.00/month - Best for: Lead Management - Free trial: Available - Free demo: Not available #### Overview Linked Helper 2 helps sales teams, lead generation agencies, recruiters, and business owners turn LinkedIn outreach into a structured daily workflow. It brings prospecting, [Read more](/marketing/linked-helper-2-profile/) #### Features ##### Best rated features - AI Copilot: 5/5 - Customer Database: 5/5 - Generative AI: 5/5 - Task Management: 5/5 ##### Worst rated features - Calendar Management: 3/5 [See all features](/marketing/linked-helper-2-profile/#key-features) #### Pricing ##### Standard - Price: $15.00/month ##### PRO - Price: $45.00one time [See full pricing details](/marketing/linked-helper-2-profile/#pricing-and-plans) --- ### [Omnisend](/marketing/omnisend-profile/) - Overall rating: 4.7/5 - Reviews: 837 - Starting price: $16.00/month - Best for: Scheduled Messaging - Free trial: Not available - Free demo: Not available #### Overview Email & SMS marketing so good, it's boring. Omnisend is built for ecommerce, and 150,000+ brands use it to run email, SMS, web push, popups, and automations from one place. It [Read more](/marketing/omnisend-profile/) ##### What users love - Responsive and helpful support team - Intuitive setup and navigation - Clean and visual campaign builder ##### To take in mind - Glitches and limited reliability - Cost concerns for small businesses - Restrictive design flexibility #### Features ##### Best rated features - Email Management: 5/5 - SMS Marketing: 5/5 - Lead Generation: 5/5 - Scheduled Messaging: 4.9/5 ##### Worst rated features - Multi-Campaign: 2/5 - Dynamic Content: 3.5/5 - Image Library: 3.6/5 [See all features](/marketing/omnisend-profile/#key-features) --- 1 [2](https://www.softwareadvice.com/marketing/automation-comparison/?__ai_markdown=true&page=2)[3](https://www.softwareadvice.com/marketing/automation-comparison/?__ai_markdown=true&page=3)[4](https://www.softwareadvice.com/marketing/automation-comparison/?__ai_markdown=true&page=4)[5](https://www.softwareadvice.com/marketing/automation-comparison/?__ai_markdown=true&page=5) ... [33](https://www.softwareadvice.com/marketing/automation-comparison/?__ai_markdown=true&page=33) ## FrontRunners | Product | Average score | Customer Satisfaction | Usability | Digital Presence | | --- | --- | --- | --- | --- | | [MailerLite](/marketing/mailerlite-profile/) | 87/100 | 89 | 91 | 80 | | [Klaviyo](/marketing/klaviyo-profile/) | 84/100 | 85 | 92 | 76 | | [Omnisend](/marketing/omnisend-profile/) | 84/100 | 92 | 92 | 68 | | [Braze](/email-marketing/appboy-profile/) | 83/100 | 88 | 91 | 69 | | [HubSpot Marketing Hub](/product/119437-HubSpot-Marketing/) | 82/100 | 84 | 89 | 74 | | [Kit](/marketing/convertkit-profile/) | 82/100 | 87 | 90 | 68 | | [ActiveCampaign](/crm/activecampaign-profile/) | 80/100 | 79 | 86 | 74 | | [EngageBay CRM](/crm/engagebay-profile/) | 79/100 | 90 | 91 | 57 | | [ContactPigeon](/product/449834-ContactPigeon/) | 79/100 | 95 | 96 | 46 | | [SendPulse](/crm/sendpulse-profile/) | 79/100 | 86 | 91 | 59 | | [Encharge](/marketing/encharge-profile/) | 78/100 | 92 | 93 | 50 | | [Salesforce Marketing Cloud](/marketing/salesforce-socialcrm-profile/) | 78/100 | 85 | 88 | 60 | | [iContact](/marketing/icontact-profile/) | 78/100 | 88 | 90 | 55 | | [Zoho Campaigns](/marketing/zoho-campaigns-profile/) | 77/100 | 87 | 88 | 56 | | [Keap](/crm/infusionsoft-crm-profile/) | 77/100 | 83 | 87 | 62 | | [Phonexa](/marketing/phonexa-call-logic-profile/) | 76/100 | 92 | 93 | 44 | | [GetResponse](/marketing/getresponse-profile/) | 75/100 | 82 | 86 | 57 | --- How We Selected This Software List 109,160Verified Reviews 55+Software Advisors on staff Recent & Relevantreviews selection Our independent and objective research is based on market demand signals along with analysis of our proprietary data, including product information, verified user reviews, and advisor conversations with buyers. Get a software list tailored to your industry and business needs in 15 minutes ### Highly Rated for Quick Adoption/Easy Adoption #### [MailerLite](https://www.softwareadvice.com/marketing/mailerlite-profile/) **4.7** ([2344 reviews](https://www.softwareadvice.com/marketing/mailerlite-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 87/100 - Customer Satisfaction: 89 - Usability: 91 - Digital Presence: 80 --- Pros: automation and workflow builder affordable and flexible pricing Cons: email deliverability problems account suspension and termination policies Pricing: Starting at $12.00 per month Why we chose this: According to our user reviews, MailerLite is the highest rated for easy adoption out of the most popular tools. Who should use this: MailerLite is highly rated for SMBs seeking quick and easy adoption of email marketing tools. Our reviewers highlight its intuitive interface, helpful onboarding resources, and responsive customer support, making it accessible for users with varying technical backgrounds to start campaigns and manage lists efficiently. - Reviewers Perspective "I love that I can schedule campaigns, automate message and product delivery, integrate with other tools that I use, and see my analytics easily. And every time I've reached out to customer support I get detailed and helpful responses." LE Leslie Ellis Owner Used for 2+ years We analyzed 727 verified user reviews for MailerLite to find out what actual users really think. **Customer Support** Users consistently highlight MailerLite's customer support as responsive, knowledgeable, and attentive, often resolving issues quickly and providing clear instructions. They appreciate that support is accessible regardless of plan type, with both AI and human agents offering helpful guidance and follow-up until problems are solved. Reviewers also value the comprehensive documentation, prompt communication, and the team's willingness to go the extra mile, making MailerLite a reliable choice for those seeking dependable assistance. **Email Management** Users find MailerLite's email management features intuitive, with easy-to-use templates, automation tools, and list segmentation that streamline campaign creation and subscriber organization. They appreciate the platform's clean interface, helpful tutorials, and reliable deliverability, but some mention limitations in template customization, occasional editor glitches, and challenges with email deliverability or bounce rates. While many enjoy the simplicity and value, reviewers note that advanced customization, more robust testing options, and clearer troubleshooting processes would further improve their experience. **Ease of Use** Users describe MailerLite as highly intuitive and straightforward, making it accessible even for those new to email marketing or without technical expertise. They find the platform's layout logical, with features that are easy to locate and operate, allowing them to quickly set up campaigns and manage contacts. Reviewers frequently mention that the minimal learning curve and clear tutorials help them accomplish tasks efficiently, contributing to a positive overall experience. - Key Features MailerLite's score Category average Conversion Tracking 4.55 4.64 category average Email Marketing 4.76 4.62 category average Marketing Automation 4.69 4.64 category average - Screenshots ### Highly Rated for Customization #### [Klaviyo](https://www.softwareadvice.com/marketing/klaviyo-profile/) **4.6** ([540 reviews](https://www.softwareadvice.com/marketing/klaviyo-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 84/100 - Customer Satisfaction: 85 - Usability: 92 - Digital Presence: 76 --- Pros: advanced segmentation and targeting seamless shopify integration Cons: high and rapidly increasing pricing limited and slow customer support Pricing: Starting at $20.00 per month Why we chose this: Klaviyo is the highest rated for customization out of the most popular tools, based on our analysis of Marketing Automation products with the most market demand. Who should use this: Klaviyo is highly rated for businesses that require advanced customization in their email marketing. Our reviewers point out its powerful segmentation, flexible template design, and deep integration with e-commerce platforms, allowing users to tailor campaigns and workflows to specific customer behaviors. - Reviewers Perspective "Klaviyo deep data integration allows us to track exact customer behavior and trigger precise email campaigns based on purchase history, which heavily drives our repeat sales and revenue." DN Dmytro Nechmyr CEO Used for 2+ years We analyzed 387 verified user reviews for Klaviyo to find out what actual users really think. **Customer Support** Users consistently highlight Klaviyo's customer support as knowledgeable, responsive, and genuinely helpful when resolving issues or answering questions. They value the abundance of educational resources, live chat, and helpful documentation, which make onboarding and troubleshooting much easier. Reviewers also mention that the support team is proactive in providing guidance and strategic advice, making Klaviyo a reliable partner for businesses looking to optimize their marketing efforts. **Email Marketing** Users rely on Klaviyo for running advanced, data-driven email marketing campaigns that are both targeted and effective. They appreciate the platform's powerful segmentation tools, user-friendly interface, and comprehensive analytics, which allow them to create, automate, and optimize campaigns with ease. Reviewers also note that Klaviyo's integration with e-commerce platforms and customizable templates make it a versatile solution for businesses aiming to increase customer engagement and drive sales. **Email Templates** Users find Klaviyo's email templates to be versatile and easy to customize, allowing them to design visually appealing and professional emails without coding skills. They appreciate the variety of pre-built templates and the intuitive drag-and-drop editor, which streamline the process of creating newsletters, campaigns, and automated flows. While some reviewers mention a learning curve and desire for more advanced design options, most agree that Klaviyo's template system is effective for building engaging email content. - Key Features Klaviyo's score Category average Email Marketing 4.84 4.62 category average Marketing Automation 4.70 4.64 category average - Screenshots ### Highly Rated for Mobile app #### [Omnisend](https://www.softwareadvice.com/marketing/omnisend-profile/) **4.7** ([837 reviews](https://www.softwareadvice.com/marketing/omnisend-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 84/100 - Customer Satisfaction: 92 - Usability: 92 - Digital Presence: 68 --- Pros: responsive and helpful customer support comprehensive reporting and analytics Cons: confusing and unintuitive user interface limited email template customization Pricing: Starting at $16.00 per month Why we chose this: Of the products listed on our FrontRunners report, Omnisend is the highest rated for mobile app out of the most popular tools. Who should use this: Omnisend is highly rated for SMBs that prioritize a robust mobile app experience. Our reviewers say the mobile app allows users to manage campaigns, segment lists, and track analytics on the go, supporting efficient marketing operations from any location. - Reviewers Perspective "The drag-and-drop editor makes designing emails a breeze, and the integration with various platforms like Shopify and WooCommerce is seamless." PC Patrica Cruz Marketing Assistant Used for 1-2 years We analyzed 551 verified user reviews for Omnisend to find out what actual users really think. **Ease of Use** Users describe Omnisend as highly user-friendly, with an intuitive interface that makes navigation and setup straightforward even for those new to email marketing. They appreciate how the platform streamlines their workflow, allowing them to quickly design, schedule, and manage campaigns without a steep learning curve. Reviewers also highlight the clear tutorials and accessible dashboard, which help them accomplish tasks efficiently and focus on growing their business. **Features** Users appreciate the wide range of features offered by Omnisend, including automation tools, customizable templates, and robust analytics that help streamline marketing efforts. They find that the platform saves them significant time by consolidating essential marketing functions and enabling them to manage campaigns, customer data, and segmentation from a single place. Reviewers also note that Omnisend regularly introduces new features and updates, which keeps the platform evolving to meet their changing needs. **Email Marketing** Users rely on Omnisend for managing their email marketing campaigns, highlighting its automation, segmentation, and integration with e-commerce platforms as key strengths. They find that the platform simplifies the process of reaching targeted audiences, building relationships, and tracking campaign performance, which contributes to business growth. Reviewers also appreciate the variety of tools available for list building, content creation, and analytics, making Omnisend a comprehensive solution for their email marketing needs. - Key Features Omnisend's score Category average Conversion Tracking 4.54 4.64 category average Email Marketing 4.77 4.62 category average Marketing Automation 4.73 4.64 category average - Screenshots ### Highly Rated for Integrations #### [Braze](https://www.softwareadvice.com/email-marketing/appboy-profile/) **4.7** ([168 reviews](https://www.softwareadvice.com/email-marketing/appboy-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 83/100 - Customer Satisfaction: 88 - Usability: 91 - Digital Presence: 69 --- Pros: intuitive and user-friendly interface automation of marketing workflows Cons: glitchy and buggy campaign management tools limited reporting and analytics capabilities Pricing: Pricing available upon request Why we chose this: According to our user reviews, Braze is the highest rated for integrations out of the most popular tools. Who should use this: Braze is highly rated for organizations seeking strong integration capabilities across marketing channels. Our reviewers point out its flexibility in connecting with various platforms and data sources, enabling seamless orchestration of campaigns and customer journeys with efficient workflow management. - Reviewers Perspective "It enables us to optimize customer journeys, run reliable A/B tests, and closely track engagement and revenue impact. While there are occasional challenges with usability and the overhead of maintaining clean templates, the platform’s flexibility and performance outweigh these downsides." KL Katelyn Lee CRM Lead Used for 2+ years We analyzed 140 verified user reviews for Braze to find out what actual users really think. **Ease of Use** Users find Braze exceptionally user-friendly, with an intuitive interface that makes learning and navigating the platform straightforward for both new and experienced team members. They appreciate the appealing UX design, clear layout, and drag-and-drop features, which help them quickly build and manage campaigns without confusion. Many reviewers note that Braze’s ease of use allows them to focus on marketing strategy and execution rather than getting bogged down by technical hurdles or complex workflows. **Features** Users value the extensive feature set offered by Braze, highlighting its flexibility, advanced personalization options, and powerful segmentation tools as key strengths. They appreciate the ability to customize user journeys, run complex trigger-based experiments, and leverage built-in analytics to optimize campaigns. Reviewers also mention that Braze’s continuous updates and new feature releases help them stay current with evolving marketing needs, while the platform’s user-centric design ensures that advanced capabilities remain accessible. **Customer Engagement** Users credit Braze with enhancing their ability to engage customers through targeted messaging, lifecycle marketing, and real-time behavioral triggers. They find that Braze supports a wide range of engagement strategies, from satisfaction surveys and promotions to automated onboarding and retention campaigns, all managed from a unified platform. Reviewers also highlight the platform’s analytics and reporting tools, which help them track engagement metrics and refine their communication strategies for better customer relationships. - Key Features Braze's score Category average Conversion Tracking 4.50 4.64 category average Email Marketing 4.81 4.62 category average Marketing Automation 4.88 4.64 category average - Screenshots #### [HubSpot Marketing Hub](https://www.softwareadvice.com/product/119437-HubSpot-Marketing/) **4.5** ([6262 reviews](https://www.softwareadvice.com/product/119437-HubSpot-Marketing/reviews/)) ##### FrontRunners score breakdown - Average score: 82/100 - Customer Satisfaction: 84 - Usability: 89 - Digital Presence: 74 --- Pros: all-in-one marketing platform crm integration and contact management Cons: high and escalating pricing limited customization for emails and landing pages Pricing: Starting at $15.00 per month - Reviewers Perspective "It has brought structure and efficiency to our sales and marketing alignment, improved visibility across teams, and allowed us to run data-driven campaigns at scale." OM Orietta Mendez COO Used for 2+ years We analyzed 920 verified user reviews for HubSpot Marketing Hub to find out what actual users really think. **Marketing** You can manage campaigns, content, and analytics in one place. This centralization streamlines marketing and sales alignment, supports digital strategies like email and social, and provides detailed reporting for SMBs needing efficiency. **Ease of Use** Teams navigate HubSpot Marketing Hub easily, even with limited technical skills. The organized layout and tutorials reduce onboarding time, making it practical for SMBs with varied experience levels. **Customer Support** Users access support via chat, email, and phone, and benefit from a robust knowledge base and onboarding resources. This helps SMBs resolve issues quickly and optimize platform use. - Key Features HubSpot Marketing Hub's score Category average Conversion Tracking 4.42 4.64 category average Email Marketing 4.52 4.62 category average Marketing Automation 4.57 4.64 category average - Screenshots #### [Kit](https://www.softwareadvice.com/marketing/convertkit-profile/) **4.6** ([245 reviews](https://www.softwareadvice.com/marketing/convertkit-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 82/100 - Customer Satisfaction: 87 - Usability: 90 - Digital Presence: 68 --- Pros: automation and workflow features tagging and segmentation capabilities Cons: poor customer support responsiveness complicated setup and learning curve Pricing: Starting at $33.00 per month - Reviewers Perspective "Kit has a handful of premade templates that made getting started with email marketing and email list management easy to initiate." TB Tracie Bearden Executive Director Used for 2+ years We analyzed 161 verified user reviews for Kit to find out what actual users really think. **Customer Support** Support responds quickly and provides step-by-step solutions. Tutorials and a supportive community help SMBs navigate challenges and maximize the platform. **Training and Learning Curve** Instructional videos, webinars, and documentation help users understand automations, tagging, and campaign setup, making onboarding manageable for SMBs. **Automation** Teams set up workflows and segment audiences with a visual automation builder. This saves time on repetitive tasks and streamlines marketing processes. - Screenshots #### [ActiveCampaign](https://www.softwareadvice.com/crm/activecampaign-profile/) **4.6** ([2574 reviews](https://www.softwareadvice.com/crm/activecampaign-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 80/100 - Customer Satisfaction: 79 - Usability: 86 - Digital Presence: 74 --- Pros: automation of repetitive marketing tasks advanced marketing automation workflows Cons: frequent bugs and performance issues high and unpredictable pricing Pricing: Starting at $15.00 per month - Reviewers Perspective "The automation capabilities will enable me to create a more complicated pre-arrival sequence to automatically deliver check-in instructions and upsell offers to the guests prior to their arrival." PG Patricia Gomez Customer Service Lead Used for 2+ years We analyzed 821 verified user reviews for ActiveCampaign to find out what actual users really think. **Automation** You can design complex workflows and automate repetitive marketing tasks. The visual builder supports personalized customer journeys and lead management for SMBs. **Customer Support** Support staff provide clear guidance and tailored solutions. Comprehensive resources, including training videos and onboarding, help SMBs maximize platform use. **Email** Teams create, customize, and automate high-volume emails with tracking and segmentation. Templates and analytics support campaign management and audience engagement. - Key Features ActiveCampaign's score Category average Email Marketing 4.68 4.62 category average Marketing Automation 4.66 4.64 category average - Screenshots #### [EngageBay CRM](https://www.softwareadvice.com/crm/engagebay-profile/) **4.6** ([912 reviews](https://www.softwareadvice.com/crm/engagebay-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 79/100 - Customer Satisfaction: 90 - Usability: 91 - Digital Presence: 57 --- Pros: all-in-one crm platform responsive customer support Cons: clunky and unintuitive user interface confusing pricing and expensive plans Pricing: Starting at $14.99 per month - Reviewers Perspective "The CRM pipeline management is straightforward and easy for the team to adopt, email segmentation and automation have improved our campaigns results noticeably, constant update the platform keeps improving without extra charge." JW Jason Wray President and CEO Used for 1-2 years We analyzed 518 verified user reviews for EngageBay CRM to find out what actual users really think. **Customer Support** Support is accessible through multiple channels and provides clear guidance. SMBs benefit from quick issue resolution and helpful onboarding resources. **Marketing and Sales** You can manage marketing, sales, and support tools in one dashboard. This streamlines workflows and reduces software costs for SMBs. **Ease of Use** The platform’s clean layout and logical organization help teams quickly locate tools and manage workflows, reducing training time for SMBs. - Key Features EngageBay CRM's score Category average Conversion Tracking 5.0 4.64 category average Email Marketing 4.46 4.62 category average Marketing Automation 4.51 4.64 category average - Screenshots #### [ContactPigeon](https://www.softwareadvice.com/product/449834-ContactPigeon/) **5.0** ([308 reviews](https://www.softwareadvice.com/product/449834-ContactPigeon/reviews/)) ##### FrontRunners score breakdown - Average score: 79/100 - Customer Satisfaction: 95 - Usability: 96 - Digital Presence: 46 --- Pros: customer support and onboarding omnichannel campaign management Cons: custom implementation delays platform speed and performance Pricing: Pricing available upon request - Reviewers Perspective "We’ve benefited from its strong automation features, including abandoned cart, browse abandonment, best sellers, and welcome journeys, all of which have helped us improve engagement, revenue, and customer retention." SA Smaro Arampatzidou Social Media Manager Used for 1-2 years We analyzed 245 verified user reviews for ContactPigeon to find out what actual users really think. **Cart Abandonment** You can set up abandoned cart, browse abandonment, and product recommendation automations. These tools help recover lost sales and increase retention for SMBs. **Campaign Management** Teams organize, personalize, and track campaigns across channels from one dashboard. Custom workflows and analytics support continuous improvement. **Features** ContactPigeon offers a wide range of features for building workflows and automating processes. Frequent updates support evolving business needs and daily task simplification. - Key Features ContactPigeon's score Category average Email Marketing 4.98 4.62 category average Marketing Automation 4.94 4.64 category average - Screenshots #### [SendPulse](https://www.softwareadvice.com/crm/sendpulse-profile/) **4.6** ([773 reviews](https://www.softwareadvice.com/crm/sendpulse-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 79/100 - Customer Satisfaction: 86 - Usability: 91 - Digital Presence: 59 --- Pros: automation and workflow builder multi-channel marketing capabilities Cons: poor customer support responsiveness high and unclear pricing Pricing: Starting at $9.60 per month - Reviewers Perspective "Overall, it was SendPulse that changed my life, as it allowed us to build an innovative company by integrating our AI/nutrition service into WhatsApp. After our service proved successful, I was able to leave my job at the Federal Revenue Service." FC Felipe Cazeca CEO Used for 2+ years We analyzed 454 verified user reviews for SendPulse to find out what actual users really think. **Customer Support** Support is available around the clock via WhatsApp, email, and other channels. Quick responses and clear documentation help SMBs maintain smooth operations. **Email Marketing** Teams create, schedule, and track campaigns with customizable templates and analytics. SendPulse supports scalable marketing for SMBs. **Ease of Use** The platform’s clean layout allows users to set up campaigns and manage contacts without extensive training, making it practical for small businesses. - Key Features SendPulse's score Category average Email Marketing 4.54 4.62 category average Marketing Automation 4.56 4.64 category average - Screenshots #### [Encharge](https://www.softwareadvice.com/marketing/encharge-profile/) **4.9** ([297 reviews](https://www.softwareadvice.com/marketing/encharge-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 78/100 - Customer Satisfaction: 92 - Usability: 93 - Digital Presence: 50 --- Pros: advanced user segmentation and tagging visual automation flow builder Cons: confusing or unintuitive user interface slow or unhelpful customer support Pricing: Starting at $49.00 per month - Reviewers Perspective "Instead of needing third-party integrations, I can spin up a branded form in minutes, connect it to any automation, and start collecting segmented data right away." JB Jeremy Bengtson Owner Founder Used for 1-2 years We analyzed 245 verified user reviews for Encharge to find out what actual users really think. **Integrations** You can connect Encharge with essential business tools like HubSpot, Stripe, and Zapier. This streamlines marketing and automation workflows for SMBs. **Email Send** Teams set up automated journeys, segmentation, and A/B testing. Built-in deliverability management ensures emails reach recipients without extra technical setup. **Customer Support** Support is quick, friendly, and knowledgeable. The team listens to feedback and provides documentation, making onboarding and troubleshooting easier for SMBs. - Key Features Encharge's score Category average Email Marketing 4.89 4.62 category average Marketing Automation 4.84 4.64 category average - Screenshots #### [Salesforce Marketing Cloud](https://www.softwareadvice.com/marketing/salesforce-socialcrm-profile/) **4.2** ([1151 reviews](https://www.softwareadvice.com/marketing/salesforce-socialcrm-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 78/100 - Customer Satisfaction: 85 - Usability: 88 - Digital Presence: 60 --- Pros: integration with salesforce crm customization and flexibility Cons: poor customer support outdated and unintuitive user interface Pricing: Starting at $25.00 per month - Reviewers Perspective "It has enabled us to go beyond casual campaigns to truly personalized marketing, driving customer engagement and more than doubling our return rates on offers at our primary sales seasons." IS Ilayda Simms Marketing Director Used for 1-2 years We analyzed 281 verified user reviews for Salesforce Marketing Cloud to find out what actual users really think. **Email Campaigns** You can manage large-scale email campaigns with robust templates and automation tools. Audience segmentation and analytics help optimize outreach for SMBs. **Sales Management** Sales and marketing teams track opportunities and interactions in one place. Centralized data and collaboration tools support productivity and streamlined processes. **Integrations** Salesforce Marketing Cloud integrates with Salesforce CRM and external systems. Robust API capabilities unify data and workflows across business departments. - Key Features Salesforce Marketing Cloud's score Category average Conversion Tracking 4.0 4.64 category average Email Marketing 4.25 4.62 category average Marketing Automation 4.14 4.64 category average - Screenshots #### [iContact](https://www.softwareadvice.com/marketing/icontact-profile/) **4.5** ([604 reviews](https://www.softwareadvice.com/marketing/icontact-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 78/100 - Customer Satisfaction: 88 - Usability: 90 - Digital Presence: 55 --- Pros: robust analytics and reporting wide variety of email templates Cons: poor customer support responsiveness expensive pricing and poor value Pricing: Starting at $14.00 per month - Reviewers Perspective "Adding new contacts, creating and sending emails, and reviewing reports was all very simple." CG Charles Godfrey Owner Used for 2+ years We analyzed 430 verified user reviews for iContact to find out what actual users really think. **Email Sending** You can compose, schedule, and send mass emails with an intuitive interface. Built-in templates and automation support consistent outreach for SMBs. **Customer Support** Dedicated representatives provide timely solutions and regular check-ins. This helps SMBs resolve technical and strategic issues efficiently. **Ease of Use** Users find the visual editor and navigation easy, with tutorials and resources reducing training time. This supports SMBs with varying technical backgrounds. - Key Features iContact's score Category average Email Marketing 4.92 4.62 category average Marketing Automation 4.82 4.64 category average - Screenshots #### [Zoho Campaigns](https://www.softwareadvice.com/marketing/zoho-campaigns-profile/) **4.3** ([318 reviews](https://www.softwareadvice.com/marketing/zoho-campaigns-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 77/100 - Customer Satisfaction: 87 - Usability: 88 - Digital Presence: 56 --- Pros: affordable pricing and free plan customizable email templates Cons: slow and unreliable customer support outdated and unintuitive user interface Pricing: Starting at €4.00 per month - Reviewers Perspective "We were able to run multiple client campaigns using one platform instead of different ones, which helped us to keep everything organized and consistent." IR Imogen R. Agnew Digital Marketing Specialist Used for 2+ years We analyzed 232 verified user reviews for Zoho Campaigns to find out what actual users really think. **Email Campaigns** You can manage and automate multiple email campaigns from one platform. Audience segmentation and scheduling help SMBs optimize targeting and keep communications organized. **Email Marketing** Businesses send bulk emails, automate marketing, and track results. Integration with other Zoho products supports SMBs seeking a cost-effective, comprehensive solution. **Customer Support** Support teams provide timely assistance and useful resources. This makes it easier for SMBs to deploy the software and manage campaigns effectively. - Key Features Zoho Campaigns's score Category average Email Marketing 4.78 4.62 category average Marketing Automation 4.70 4.64 category average - Screenshots #### [Keap](https://www.softwareadvice.com/crm/infusionsoft-crm-profile/) **4.1** ([1299 reviews](https://www.softwareadvice.com/crm/infusionsoft-crm-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 77/100 - Customer Satisfaction: 83 - Usability: 87 - Digital Presence: 62 --- Pros: crm and contact management email marketing and campaigns Cons: poor customer support responsiveness integration issues with other software Pricing: Starting at $299.00 per month - Reviewers Perspective "I use Keap to manage marketing campaigns and automate sales for my small business — it combines CRM, email marketing, and automation, so I can keep all my customer interactions in one place." SY Salimata Yatassaye Officer,Financial Center Assistant Manager Used for 6-12 months We analyzed 645 verified user reviews for Keap to find out what actual users really think. **Customer Marketing** You can manage customer relationships, campaigns, and sales in one hub. Segmentation and automation support personalized engagement for SMBs. **Training and Learning Curve** Keap provides coaching, tutorials, and onboarding support. Mastering advanced features may require time, but resources help SMBs unlock value. **Campaigns** Teams design and automate complex workflows with drag-and-drop tools. Segmentation and automation logic enable customized campaigns for SMBs. - Key Features Keap's score Category average Conversion Tracking 3.83 4.64 category average Email Marketing 4.29 4.62 category average Marketing Automation 4.19 4.64 category average - Screenshots #### [Phonexa](https://www.softwareadvice.com/marketing/phonexa-call-logic-profile/) **5.0** ([76 reviews](https://www.softwareadvice.com/marketing/phonexa-call-logic-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 76/100 - Customer Satisfaction: 92 - Usability: 93 - Digital Presence: 44 --- Pros: exceptional customer support and service advanced reporting and analytics Cons: hard to locate system settings requires technical proficiency for implementation Pricing: Pricing available upon request - Reviewers Perspective "Its robust call tracking features, customizable interface and scalability make it an excellent choice for our businesses looking to optimize our job easy.." GP GEORGINA PIDLAOAN Team Leader Used for 2+ years We analyzed 67 verified user reviews for Phonexa to find out what actual users really think. **Customer Support** Phonexa’s support team addresses questions quickly and provides guidance through multiple channels. This helps SMBs resolve issues and onboard efficiently. **Lead Management** Businesses manage, track, and distribute leads using call tracking, customizable pipelines, and real-time analytics. This supports efficient lead routing and ROI improvement. **Training and Learning Curve** Phonexa offers one-on-one sessions and resources to ease setup. While mastering all features takes time, the support helps SMBs leverage the platform’s capabilities. - Key Features Phonexa's score Category average Conversion Tracking 4.91 4.64 category average Email Marketing 5.0 4.62 category average - Screenshots #### [GetResponse](https://www.softwareadvice.com/marketing/getresponse-profile/) **4.2** ([527 reviews](https://www.softwareadvice.com/marketing/getresponse-profile/reviews/)) ##### FrontRunners score breakdown - Average score: 75/100 - Customer Satisfaction: 82 - Usability: 86 - Digital Presence: 57 --- Pros: email marketing campaign management marketing automation workflows Cons: high and increasing pricing difficult or confusing user interface Pricing: Starting at €16.00 per month - Reviewers Perspective "The automation templates have saved us the hassle of configuring our seasonal email marketing programs that will make sure our past customers receive timely offers without us having to watch it day by day." EJ Emily Johnson Client Services Manager Used for 2+ years We analyzed 335 verified user reviews for GetResponse to find out what actual users really think. **Email Marketing** You can manage and optimize email campaigns with advanced segmentation, automation, and analytics. This supports growth and engagement for businesses seeking to enhance their email marketing strategies. **Email Templates** Teams use GetResponse’s pre-designed and customizable templates to quickly create visually appealing campaigns. The drag-and-drop editor and inbox preview help maintain brand consistency across devices. **Email Automation** Marketers set up complex workflows and targeted campaigns using the intuitive visual builder and behavior-based triggers. Automation templates save time and help nurture leads efficiently. - Key Features GetResponse's score Category average Email Marketing 4.43 4.62 category average Marketing Automation 4.47 4.64 category average - Screenshots * * * #### Methodology The research for the best marketing automation software list was conducted in June, 2026. We evaluated data (user reviews and demand signals) from the past 24 months as of the research date. [Read the complete methodology.](https://www.softwareadvice.com/resources/proprietary-data-research/#:~:text=Software%20Advice%E2%80%99s%20%E2%80%98Best%E2%80%99%20product%20lists%20methodologies%C2%A0) * * * ## Popular Marketing Automation Comparisons [ Salesforce Marketing Cloud vs HubSpot Marketing Hub ](https://www.softwareadvice.com/compare/22998-salesforce-socialcrm/vs/119437-HubSpot-Marketing/)[ MailerLite vs ActiveCampaign ](https://www.softwareadvice.com/crm/activecampaign-profile/vs/mailerlite/)[ Zoho CRM vs Keap ](https://www.softwareadvice.com/crm/infusionsoft-crm-profile/vs/zoho-crm/)[ Klaviyo vs Omnisend ](https://www.softwareadvice.com/marketing/klaviyo-profile/vs/omnisend/)[ EngageBay CRM vs SendPulse ](https://www.softwareadvice.com/crm/engagebay-profile/vs/sendpulse/) ## Buyer's Guide This detailed guide will help you find and buy the right marketing automation software for you and your business. Last Updated on January 27, 2025 Marketing automation is a very active segment of the CRM software market. Not only are new vendors entering the market, but existing market leaders are constantly innovating and delivering new product updates. Today, the majority of solutions can be split into business to business (B2B) and business to consumer (B2C) solutions. The two groupings are very different and so are their functional needs. Businesses that sell to other businesses (B2B) firms have longer sales cycles and engage in more relationship building activities. Businesses that sell to consumers (B2C) rely more on brand and high-volume direct outreach efforts. This overview aims to improve understanding of how marketing software applications work and provide an update on trends every buyer should know. Here’s what we’ll cover: [What Is Marketing Automation Software?](#WhatIsMarketingAutomationSoftware) [What Type of Buyer Are You?](#WhatTypeofBuyerAreYou) [Benefits and Potential Issues](#BenefitsandPotentialIssues) [Market Trends to Understand](#MarketTrendstoUnderstand) [The Vendor Landscape](#TheVendorLandscape) ### What Is Marketing Automation Software? Henry Procter is credited with saying, “I know I waste half of my advertising dollars. I just wish that I knew which half.” This is precisely the question that this software answers. It assists firms in developing, executing and tracking campaigns. Media buying and planning applications help with planning advertising campaigns involving traditional and digital media. Managers use these systems to automate workflows, manage collateral, track prospect behavior and qualify leads before they are passed to sales. B2B systems have sophisticated lead generation and lead management capabilities. For example, lead scoring functions score leads based on: - **Demographics** - Geography - Industry - Size - **Behavior** - Website activity - Responses to campaigns The resulting scores ensure that the sales department only receives qualified leads that are close to making a purchase. For leads that are not ready to buy, marketing tracking software provides [campaign management](https://www.softwareadvice.com/marketing/campaign-management-comparison/), which helps marketers to foster the relationship through techniques such as drip and “stay in touch” campaigns.  B2C systems tend to manage vast databases of customer data—often millions of records. These systems have sophisticated tools for analyzing and segmenting customers into different categories of buyers. Markets can then execute specific campaigns, or “treatments” for each segment. Campaigns are typically designed to elicit a direct response, such as returning to a website to make a purchase. Alternatively, campaigns may feed a target prospect list into a call center systems for telesales outreach.  MA software also provides companies with advanced reporting and analytics tools to measure the performance of initiatives. This allows managers to see which campaigns and channels are driving leads, along with the costs and revenue of those initiatives. In the end, this helps organizations decide how to better allocate resources. ### What Type of Buyer Are You? We believe that most buyers segment into the following four categories: **B2C enterprise buyer.** These buyers work for firms that market to consumers. With millions of prospects and huge volumes of data, they need sophisticated analytics and segmentation tools to define, select and reach members of their target markets. **B2B enterprise buyer.** These buyers work for firms that market to other businesses, and engage in longer sales cycles. They are primarily seeking capabilities that help them nurture relationships with prospects. Lead nurturing, lead scoring, sales force automation (SFA) and sales coordination and enablement tools are all critical for optimal performance. **CRM suite buyer.** These buyers have less sophisticated requirements, but value integration with their other customer relationship management (CRM) programs. They are typically content to trade feature depth for native integration with CRM, SFA and other applications.  **Email emphasis buyer.** These buyers work for small businesses that want to engage in more sophisticated email outreach, but are not ready to deploy enterprise-class MA. Marketing campaign management software buyers are primarily focused on managing a database of contacts and executing regular email campaigns. ### Benefits and Potential Issues Buyers who successfully implement a MA system should expect to realize the following benefits: **Identify and qualify more leads.** MA allows firms to better target potential customers, quickly qualify leads, and send them to the appropriate sales rep. **Improved sales coordination.** MA helps firms better coordinate inter-team activity. For example, a firm can promote a single product and track the effectiveness by looking at the number of qualified leads generated and comparing that to the number of leads converted to sales. **More effective campaigns.** MA lets firms measure their campaigns and adjust those campaigns based on what they learn.  **Decrease costs.** The savings per dollar shows up in several ways. Two of the most important are number of the employees in the department and the dollars spent on outside support.  Issues with MA software often results from unrealistic expectations and poor implementations. For example, this software cannot make a bad service or product into a good service or product. If the collateral is bad or misses the point, MA will simply deliver a bad message more efficiently. Finally, if the wrong target market is selected, effective delivery to that target market will not help the bottom line. ### Market Trends to Understand There are a number of market trends that buyers should understand, including: **Software as a Service (SaaS).** In the MA market, SaaS is less of a trend than it is the dominant model for deploying software. Buyers will find that the majority of solutions—with the exception of some high-end B2C solutions—are delivered through the online marketing software model where the system is hosted by the software vendor and accessed over the Internet by user. A benefit of Web-based email marketing software is increased accessibility. They can be accessed on multiple devices and from any operating system, whether you're a Mac or PC. _Interested in learning more about email marketing software? Check out our catalogue and buyers' guide specific to this category_ [here](https://www.softwareadvice.com/email-marketing/)_._ **Social media.** Social networking gives managers a new channel. Firms tweet coupons to customers and post special offers to friends on Facebook. Advertising videos are successful if they go viral on YouTube. MA is embracing all of this. Social networking integration will drive the next generation of MA. **Use of two-dimensional barcodes.** Two-dimensional (2D) bar codes are seen more and more often on print ads, bill boards, bus stop benches and even as tattoos. Customers can use smart phones as code readers to get information about a product or service immediately on their mobile browser. Current solutions can use 2D bar codes with third-party solutions, but new versions will have built in support. **MA vendor consolidation.** Large ERP and CRM vendors will acquire some firms, while some niche providers will combine to remain competitive. IBM and Terradata both made significant acquisitions by picking up Unica and Aprimo, respectively. Oracle purchased the assets of Market2Lead. Buyers should expect to see more M&A activity going forward.  ### The Vendor Landscape | Feature | Description | | --- | --- | | This type of buyer... | Should evaluate these systems | | B2C enterprise buyer | Aprimo (Terradata), Unica (IBM) | | B2B enterprise buyer | Eloqua, InfusionSoft, Marketo, Manticore, Pardot, Genoo | | CRM suite buyer | Oracle CRM, SAP, Salesforce.com, Microsoft Dynamics CRM | | Email emphasis buyer | Alsamarketing, Constant Contact, InfusionSoft, Vertical Response | --- To see additional reviews and comparisons, visit [MA Software Guide](http://www.marketingautomationsoftware.com/). ## Related Marketing Automation Software - [Conversational Marketing Platform Software](https://www.softwareadvice.com/conversational-marketing/) - [Direct Mail Automation Software](https://www.softwareadvice.com/category/4762-direct-mail-automation/) - [Email Management Software](https://www.softwareadvice.com/category/3433-email-management/) - [Email Tracking Software](https://www.softwareadvice.com/category/4728-email-tracking/) - [Email Verification Tools Software](https://www.softwareadvice.com/email-verification/) - [Push Notifications Software](https://www.softwareadvice.com/push-notifications/) - [SMS Marketing Software](https://www.softwareadvice.com/sms-marketing/) - [SMS Survey Software](https://www.softwareadvice.com/sms-survey/) - [Social Media Management Software](https://www.softwareadvice.com/marketing/social-media-comparison/) - [Transactional Email Software](https://www.softwareadvice.com/transactional-email/)