Best Marketing Automation Software in 2026
Platforms that automate lead nurturing, lifecycle messaging and cross-channel campaigns: from B2B suites like Marketo and Pardot to consumer engagement platforms like Braze and CleverTap.
- Verified 10 Nov 2026Every profile shows where facts came from
- Unknowns labelledGaps are stated, never guessed
- No paid placementNo affiliate links, ratings or reviews
- Not a rankingAlphabetical by default; fit notes, not scores
What is Marketing Automation Software?
Marketing automation software uses customer data and triggers to send the right message at the right time across email, SMS, push, in-app and WhatsApp. B2B tools focus on lead scoring and CRM sync; B2C engagement platforms focus on real-time, high-volume messaging to app and web users.
Marketing automation replaces one-off campaigns with rules and journeys that react to what people do: filling in a form, abandoning a cart, going quiet in an app.
The category splits in two. B2B platforms (Adobe Marketo Engage, Salesforce Account Engagement, Act-On, Ortto) centre on leads, scoring and CRM. Consumer engagement platforms (Braze, Iterable, Customer.io, MoEngage, CleverTap, WebEngage) centre on users, events and mobile channels.
Most vendors price by contacts, active users or credits, and many publish no prices at all. The profiles below summarise dated sources, label estimates and are research aids, not rankings.
Best marketing automation software by need.
Shortlists built from what each sourced profile documents, listed alphabetically, not ranked. Open a profile for limits, prices and sources.
Marketing automation software for small businesses
1 of 13 profiles are documented mainly for small and mid-size teams.
Marketing automation software for enterprises
9 of 13 profiles are documented for large enterprises.
Marketing automation software with AI features
7 of 13 profiles document an AI assistant, agents or AI features.
Marketing automation software for India
1 of 13 profiles are built for or documented in the Indian market.
Marketing Automation Software compared: browse and filter
Search and filters update this list on the page and do not create new URLs, so every profile stays crawlable and linkable.
Act-On
Act-On Software · B2B marketing automation platform
A B2B marketing automation platform priced by active contacts, with Professional from $900 a month on an annual contract.
- Annual contract
- By active contacts
- Cloud
- B2B
- Vendor documentation
Best for Mid-size B2B teams wanting simpler automation than Marketo
Key capabilities- Price
- Included
- AI
- Price
PricingProfessional from $900 a month on an annual contract; Enterprise by quote.Prices from a vendor-published sourceAdobe Marketo Engage
Adobe · B2B marketing automation platform
Adobe's B2B marketing automation platform, sold in Growth, Select, Prime and Ultimate packages by custom quote based on database size.
- Quote-based
- By contact volume
- Cloud
- B2B
- Independent sources
Best for B2B marketing teams running complex lead management at scale
Key capabilities- Growth
- Select
- Prime and Ultimate
- Sandbox
PricingCustom quote; third-party estimates start around $900 to $2,000+ a month.Figures reported by independent sources; vendor page not reviewed directlyBraze
Braze (Salesforce acquisition announced) · Customer engagement platform (enterprise)
An enterprise customer engagement platform for cross-channel messaging, priced by edition, active users and credits; Salesforce agreed to acquire it in October 2026.
- Quote-based
- Active users + credits
- Cloud
- B2C enterprise
- Vendor and independent sources
Best for Consumer brands running real-time cross-channel engagement at scale
Key capabilities- Platform editions
- Active users
- Flexible credits
- Median
PricingCustom quote; Vendr median about $88,500 a year.Figures reported by independent sources; vendor page not reviewed directlyCleverTap
CleverTap · Customer engagement and retention platform
An all-in-one engagement platform for consumer apps, with the Core plan from $85 a month (30-day trial) and quote-based Pro and Ultimate.
- Free trial
- By MAU
- Cloud
- B2C apps
- Vendor and independent sources
Best for Consumer app teams that want a self-serve entry plan
Key capabilities- Price
- MAU tiers
- Trial
- Price
PricingCore from $85 a month after a 30-day trial; Pro and Ultimate by quote.Figures reported by independent sources; vendor page not reviewed directly-
ClickFunnels
ClickFunnels · Sales funnel builder with email and courses
The best-known sales funnel builder, bundling funnels, email, courses and checkout, from $81 a month billed annually on Launch.
- Cloud
- Independent sources
Best for Coaches and info-product sellers
Key capabilities- Funnel builder
- Checkout and upsells
- Domains
PricingLaunch $81 a month billed annually.Figures reported by independent sources; vendor page not reviewed directly Customer.io
Customer.io · Customer engagement and messaging platform
A data-driven messaging platform for product-led companies, with Essentials from $100 and Premium from $1,000 a month, priced by profiles.
- Free trial
- By profiles
- Cloud
- Product-led
- Independent sources
Best for SaaS and product-led teams sending behaviour-triggered messages
Key capabilities- Price
- Profiles
- Messages
- Price
PricingEssentials from $100 a month; Premium from $1,000 a month.Figures reported by independent sources; vendor page not reviewed directlyIterable
Iterable · Cross-channel marketing platform
An enterprise cross-channel marketing platform sold by quote, with average annual contracts reported at about $138,000 for mid-size buyers.
- Quote-based
- Annual contract
- Cloud
- B2C
- Independent sources
Best for Consumer brands wanting enterprise cross-channel orchestration
Key capabilities- SMB (50 to 1,000 staff)
- Enterprise
- Trend
- Headcount
PricingCustom quote; average contract about $138,000 a year (SMB segment, SpendHound).Figures reported by independent sources; vendor page not reviewed directlyMoEngage
MoEngage · Customer engagement platform
An insights-led customer engagement platform for consumer brands, sold by quote in Growth and Enterprise plans with paid add-ons.
- Quote-based
- Annual contract
- Cloud
- B2C apps
- Independent sources
Best for Consumer apps that want analytics and engagement in one platform
Key capabilities- Growth
- Enterprise
- Entry price (reported)
- Open Analytics, Predictions
PricingQuote-based Growth and Enterprise plans; an entry tier has been reported at about $999 a month.Figures reported by independent sources; vendor page not reviewed directlyOrtto
Ortto · Marketing automation and CDP
A marketing automation platform with a built-in customer data platform, from $237 a month (Starter) and $509 (Professional) for 10,000 contacts billed annually.
- By contacts
- Monthly or annual
- Cloud
- CDP included
- Vendor documentation
Best for SaaS and growth teams wanting automation plus a CDP in one tool
Key capabilities- Starter
- Professional
- Enterprise
- Monthly
PricingStarter $237 and Professional $509 a month for 10,000 contacts, billed annually.Prices from a vendor-published sourceSalesforce Account Engagement (Pardot)
Salesforce · B2B marketing automation (Salesforce)
Salesforce's B2B marketing automation, formerly Pardot, from $1,250 per org a month billed annually for Growth+ with 10,000 contacts.
- Annual contract
- Per org per month
- Cloud
- B2B
- Vendor documentation
Best for B2B teams already running Salesforce Sales Cloud
Key capabilities- Growth+
- Plus+
- Advanced+ and Premium+
- API calls a day
PricingGrowth+ $1,250, Plus+ $2,750, Advanced+ $4,400, Premium+ $15,000 per org per month, billed annually.Prices from a vendor-published source-
systeme.io
Systeme · All-in-one funnels, email and courses
An all-in-one platform for funnels, email marketing, courses and webinars with a free plan and paid plans from $17 a month, with no transaction fees.
- Free plan
- Free trial
- Cloud
- Independent sources
Best for Solopreneurs selling courses
Key capabilities- Funnel builder
- Order bumps and upsells
- Custom domains
- Email campaigns
PricingFree; Startup $17 a month.Figures reported by independent sources; vendor page not reviewed directly WebEngage
WebEngage · Customer data and engagement platform
A Mumbai-based customer data and engagement platform strong in WhatsApp and SMS, sold by quote with mid-market contracts reported at $25,000 to $70,000 a year.
- Quote-based
- Annual contract
- Cloud
- B2C
- Independent sources
Best for Consumer brands in India and APAC running WhatsApp and SMS retention
Key capabilities- WhatsApp and SMS
- Push and email
- In-app
- Send Intelligently
PricingCustom quote; mid-market contracts reported at $25,000 to $70,000 a year.Figures reported by independent sources; vendor page not reviewed directly-
Zoho Marketing Automation
Zoho Corporation · Marketing automation (SaaS)
Zoho’s marketing automation tool for email, SMS and social journeys with lead scoring and web tracking, from about $19 a month on Standard and a free trial.
- Free trial
- Cloud
- Independent sources
Best for Zoho CRM users
Key capabilities- Journey builder
- Advanced journeys
- Segmentation
- Email, SMS, social
PricingStandard from $19 a month.Figures reported by independent sources; vendor page not reviewed directly
No listings match these filters.
Listings are ordered alphabetically by default. They are not ranked, and there are no user ratings or paid placements.
Marketing Automation Software compared on key criteria.
Summaries come from each profile; open a profile for sources and caveats.
| Product | Pricing model | Starting price | Focus | Channels | Free trial |
|---|---|---|---|---|---|
| Act-On | By active contacts, annual | $900/mo | B2B | Email, web; SMS add-on | Not documented |
| Adobe Marketo Engage | Quote by contacts | Not published (~$900+/mo est.) | B2B | Email, web, ads | Not documented |
| Braze | Quote: edition, MAUs, credits | Not published (median ~$88.5K/yr) | B2C enterprise | Push, email, SMS, in-app, WhatsApp | Not documented |
| CleverTap | By MAU; quote above Core | $85/mo (Core) | B2C apps | Push, in-app, email, SMS, WhatsApp | 30 days |
| Customer.io | By profiles | $100/mo | Product-led B2B and B2C | Email, push, in-app, SMS | 14 days |
| Iterable | Annual quote | Not published | B2C | Email, SMS, push, in-app | Not documented |
| MoEngage | Annual quote + add-ons | About $999/mo (reported) | B2C apps | Push, in-app, email, SMS, WhatsApp | Not documented |
| Ortto | By contacts | $237/mo (10K contacts, annual) | SaaS and B2B | Email, SMS, in-app | Not documented |
| Salesforce Account Engagement (Pardot) | Per org, annual | $1,250/mo | B2B | Email, forms; SMS/WhatsApp add-on | Not documented |
| WebEngage | Annual quote | Not published | B2C, India and APAC | WhatsApp, SMS, push, email, in-app | Not documented |
Which Marketing Automation Software option fits which situation.
- Act-OnMay suit Mid-size B2B teams wanting simpler automation than Marketo
- Adobe Marketo EngageMay suit B2B marketing teams running complex lead management at scale
- BrazeMay suit Consumer brands running real-time cross-channel engagement at scale
- CleverTapMay suit Consumer app teams that want a self-serve entry plan
- Customer.ioMay suit SaaS and product-led teams sending behaviour-triggered messages
- IterableMay suit Consumer brands wanting enterprise cross-channel orchestration
- MoEngageMay suit Consumer apps that want analytics and engagement in one platform
- OrttoMay suit SaaS and growth teams wanting automation plus a CDP in one tool
- Salesforce Account Engagement (Pardot)May suit B2B teams already running Salesforce Sales Cloud
- WebEngageMay suit Consumer brands in India and APAC running WhatsApp and SMS retention
Based on each profile's documented strengths and limits. These are fit notes, not rankings: test options against your own requirements.
Key features and capabilities of Marketing Automation Software.
The capabilities that define the category. Not every product offers all of them, and depth varies a lot between entry-level and enterprise tools.
Visual journey builder
Design multi-step campaigns triggered by behaviour.
Email campaigns
Templates, personalisation and scheduling.
Forms and landing pages
Capture leads into the database.
Lead scoring
Prioritise leads by fit and engagement.
Segmentation
Dynamic lists from any data.
CRM sync
Share leads and activity with sales.
Multichannel steps
SMS, ads and in-app alongside email.
Campaign analytics
Performance and revenue reporting.
How businesses use Marketing Automation Software.
- 01
Lead nurturing
Educate prospects until they are sales-ready.
- 02
Onboarding journeys
Guide new customers.
- 03
Event promotion
Invite, remind and follow up.
- 04
Re-engagement
Win back inactive contacts.
- 05
Lead handoff
Route qualified leads to sales.
Who uses Marketing Automation Software and what problems it solves.
B2B demand generation teams
Capture, score and nurture leads, then pass them to sales in the CRM.
Lifecycle and CRM marketers
Run onboarding, retention and win-back journeys for customers.
Mobile app growth teams
Engage users with push, in-app and real-time personalisation.
Marketing operations
Own data, integrations, scoring models and reporting.
What Marketing Automation Software changes in practice.
Practical outcomes teams report when the category is implemented well. Results depend on adoption, data quality and process, so we do not quote percentages.
Timely communication
Messages respond to behaviour.
Less manual work
Campaigns run automatically.
Aligned sales and marketing
Shared lead data.
Measurable impact
Campaigns tied to pipeline.
Features and criteria to evaluate in Marketing Automation Software.
B2B or B2C fit
Lead-scoring suites and real-time app engagement platforms solve different problems.
Pricing unit
Compare contacts, active contacts, MAUs, profiles and credits at your real volumes.
Channels
Check email, SMS, WhatsApp, push, in-app and web, and which are add-ons.
Data and integrations
Native CRM sync, event APIs and warehouse connections decide what you can automate.
AI and decisioning
Look at predictive scoring, send-time optimisation and agentic decisioning, and how they are billed.
Skills and admin effort
Enterprise suites often need a dedicated administrator.
How to choose Marketing Automation Software: a step-by-step approach.
- 1
Define your motion
Decide whether you are nurturing leads for sales or engaging users of a product.
- 2
Size your audience
Count contacts, active contacts or MAUs and expected message volume.
- 3
List channels and data
Map required channels and the systems that must feed the platform.
- 4
Get comparable quotes
Many vendors only quote, so ask for prices at the same volume and term.
- 5
Pilot one journey
Build a real onboarding or nurture flow before committing.
- 6
Plan ownership
Assign who will run, maintain and report on the platform.
Questions to ask before you buy
- How is pricing affected by contact volume?
- How deep is CRM sync?
- Can non-technical marketers build journeys?
- Which channels beyond email are native?
Common mistakes when choosing Marketing Automation Software.
Buying enterprise for a small list
Suites like Marketo can cost far more than the value at small scale.
Ignoring the pricing unit
Contacts, MAUs and credits scale very differently as you grow.
Forgetting add-on channels
SMS, WhatsApp and dedicated IPs are often extra.
Skipping data setup
Automation is only as good as the events and fields that trigger it.
No owner
Platforms without a dedicated owner tend to be under-used.
Marketing Automation Software key terms explained.
- Lead scoring
- Ranking leads by fit and engagement to decide when to pass them to sales.
- Nurture programme
- An automated sequence of messages that moves leads towards purchase.
- MAU
- Monthly active users, a common pricing unit for app engagement platforms.
- Customer journey
- A multi-step, multi-channel automated flow triggered by behaviour.
- Active contacts
- Contacts you actually message in a period, used by some vendors for billing.
- Send-time optimisation
- AI choosing when each person is most likely to engage.
Marketing Automation Software comparisons.
8 side-by-side comparisons with a feature table, pricing, strengths and limits, and best-fit scenarios. No winner is declared in any of them.
Alternatives to popular marketing automation software.
Every product in this category has a guide comparing its main alternatives and competitors on pricing, free plan, features and fit.
Marketing Automation Software questions and answers
What is the best marketing automation software for small businesses?
Products documented mainly for small and mid-size teams include Act-On. Act-On may suit mid-size B2B teams wanting simpler automation than Marketo. The best fit depends on your sales or work process and budget, so trial two or three.
Which marketing automation software suits large enterprises?
9 profiles are documented for large enterprises: Adobe Marketo Engage, Braze, CleverTap, Customer.io, Iterable, MoEngage, Ortto, Salesforce Account Engagement (Pardot) and 1 more. Larger rollouts should also check SSO, permissions, audit logs, data residency and contract terms on each profile.
Which marketing automation software has built-in AI features?
7 of 13 profiles document an AI assistant, agents or AI features: Act-On, Adobe Marketo Engage, Braze, CleverTap, MoEngage, Salesforce Account Engagement (Pardot) and WebEngage. Check which plans include AI and whether agent or credit usage is billed separately.
What is the best marketing automation software for India?
Products built for or documented in India include WebEngage. Indian payroll must handle PF, ESI, TDS and professional tax, so check statutory coverage on each profile.
Where can I find alternatives to a specific marketing automation platform?
Every product in this category has its own alternatives guide, for example Braze alternatives, MoEngage alternatives and Ortto alternatives. Each guide compares the main competitors on pricing, free plan, features and fit.
What is the difference between marketing automation and email marketing?
Email marketing tools focus on campaigns and newsletters; marketing automation adds scoring, multi-step journeys, multiple channels and CRM or product data.
What is the cheapest marketing automation software here?
CleverTap Core from $85 a month and Customer.io Essentials from $100 have the lowest published entry prices; Ortto starts at $237 for 10,000 contacts.
Marketo or Pardot?
Both are B2B suites. Account Engagement (Pardot) publishes per-org prices and is native to Salesforce; Marketo is quote-based and part of Adobe.
Is Salesforce buying Braze?
Yes. Salesforce announced a definitive agreement on 27 October 2026, expected to close in its fiscal 2028.
Narrow your Marketing Automation Software shortlist.
Open a profile for sources and pricing, read an alternatives guide, or talk to Stack18 if off-the-shelf is not the answer.
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