Best Marketing Automation Software & Tools for 2025

Managing multiple marketing channels—email, social, lead nurturing, and beyond—can overwhelm even the largest teams. Enter marketing automation: it saves you from manual tasks, delivers personalized messaging at scale, and unifies your data in one place. Whether you’re a small startup testing a free tier or an enterprise hunting for advanced AI features, you’ll find something here.

Below are 21 of the best marketing automation tools in 2025, categorized by their primary focus:

1. CRM Automation Tools
2. Email Marketing Automation Tools
3. Social Media Automation Tools
4. Multi-Channel Marketing Automation
5. Lead Nurturing & Sales Funnel Automation

Let’s jump right in!

1. CRM Automation Tools

Platforms that sync contact data with marketing actions so every email, ad, and task is automatically triggered by real-time changes in your customer database.

1.1 Salesforce Pardot (Salesforce Marketing Cloud Account Engagement)

Founded in 2007 and acquired by Salesforce in 2013, Pardot focuses on B2B marketing automation. It’s deeply integrated with Salesforce CRM, featuring AI-driven lead scoring and advanced ROI tracking. That depth is a plus, but the platform is expensive (plans start around $1,250/month) and can overwhelm smaller teams lacking dedicated marketing ops.

• Key Features
  • Multi-step workflows (email, lead scoring, segmentation)
  • AI via Salesforce Einstein
  • Seamless Salesforce CRM sync
• Pricing
  • Enterprise-level, no free plan
  • Often $1,250+/month
• Best Suited For
  • Mid-to-large B2B organizations already on Salesforce

1.2 Zoho CRM + Campaigns

Part of Zoho’s larger suite, Zoho CRM plus Zoho Campaigns delivers CRM data triggers, automated emails, and robust analytics at a budget-friendly price. The ecosystem approach works best if you already use other Zoho apps. It’s affordable (with free tiers) and great for smaller teams, though some templates and UI elements can look dated, and you’ll need time to configure everything.

• Key Features
  • CRM-based automation, email marketing, integrated reporting
  • Free plan for up to 3 CRM users + 2,000 emails/month
• Pricing
  • Paid plans from ~$14/user/month
  • Scales with contacts/features
• Best Suited For
  • Small/mid-sized businesses in the Zoho ecosystem

1.3 Keap (Infusionsoft)

Formerly known as Infusionsoft, Keap combines CRM, email, appointment scheduling, and invoicing. It targets small businesses that prefer a single tool for sales and marketing. While it’s praised for solid onboarding support and unified contact management, plans start around $129/month, which might be steep for some. Also, the built-in email template designs are somewhat limited compared to pure email-focused solutions.

• Key Features
  • End-to-end lead management: CRM triggers, email campaigns
  • Appointment booking and payment handling
• Pricing
  • No free tier; Pro plan ~$129/month
  • Higher tiers for more contacts
• Best Suited For
  • Small teams uniting sales + marketing in one platform

1.4 EngageBay

Launched in 2018 as a budget-friendly all-in-one suite, EngageBay offers CRM, marketing automation, landing pages, helpdesk, and more. It’s often called a “mini-HubSpot,” delivering strong functionality at a fraction of the cost. Pros include a free plan, easy workflows, and integrated support tools. Cons: it’s a newer brand with fewer third-party integrations than bigger names, and advanced features are still evolving.

• Key Features
  • Free CRM, email automations, social media scheduling
  • Landing pages and live chat modules
• Pricing
  • Freemium for up to 500 contacts
  • Paid “All-in-One” from ~$15/month
• Best Suited For
  • Startups or SMBs seeking a low-cost HubSpot alternative

2. Email Marketing Automation Tools

Software that sends the right message to the right subscriber at the right moment through rule-based sequences, personalization, and list segmentation.

2.1 Mailchimp

A staple since 2001, Mailchimp (owned by Intuit) began as a simple newsletter tool and now covers basic CRM, landing pages, and social posting. It’s known for an easy UI and a decent free plan (up to 500 contacts). However, advanced automations and A/B testing often require higher-priced tiers. As your list grows, costs can climb quickly.

• Key Features
  • Drag-and-drop email builder, basic CRM, AI-assisted segmentation
  • Landing page + social posting add-ons
• Pricing
  • Freemium (500 contacts)
  • Paid from $13/month
• Best Suited For
  • Beginners or small businesses wanting user-friendly email blasts

2.2 GetResponse

Founded in 1998, GetResponse evolved from simple email to a multi-channel platform with webinars, SMS, and even live chat. Its competitive pricing and user-friendly automation builder attract beginners and SMBs, though advanced segmentation or reporting may feel limited. It also locks some features (like e-commerce funnels) behind higher-tier plans.

• Key Features
  • Autoresponders, webinar hosting, funnel builder
  • Push notifications, integrated chat
• Pricing
  • Freemium up to 500 contacts
  • Paid from $19/month
• Best Suited For
  • SMBs needing email + webinar or funnel-based automations

2.3 Constant Contact

One of the oldest email marketing services (since 1995), Constant Contact is famed for straightforward newsletter creation, event invites, and broad integrations. While simple to use and known for good deliverability, it lacks a forever-free tier and doesn’t offer very advanced automation. Pricing also scales quickly as you add contacts.

• Key Features
  • Drag-and-drop emails, event marketing, social posting
  • Basic automations (welcome, birthday)
• Pricing
  • Paid from $12/month after trial
  • Scales by list size
• Best Suited For
  • Small businesses or nonprofits focused on newsletters and events

2.4 Brevo (Sendinblue)

Rebranded from Sendinblue, Brevo combines email, SMS, WhatsApp, and a basic CRM. It’s a favorite among SMBs, offering a free plan with 300 daily emails to unlimited contacts. Pros: cost-effective, user-friendly automation. Cons: advanced landing pages or deeper analytics require upgrading, and certain features (like IP warming or advanced SMS) cost extra.

• Key Features
  • Multi-channel: email, SMS, WhatsApp
  • Transactional email, basic CRM
• Pricing
  • Freemium with 300 emails/day
  • Paid from ~$25/month
• Best Suited For
  • Budget-conscious businesses seeking both marketing + transactional emails

2.5 ConvertKit

Launched in 2013 by a blogger, ConvertKit targets content creators with plain-text email sequences, tag-based segmentation, and simple digital product sales. It’s praised for high deliverability and an intuitive automation builder, but lacks fancy templates, deep reporting, or a robust CRM. As subscriber counts grow, so does the monthly bill.

• Key Features
  • Tag-based automations, landing pages, direct product sales
  • Clean, plain-text email style
• Pricing
  • Free up to 1,000 subs (limited automations)
  • Paid from $15/month
• Best Suited For
  • Bloggers, course creators, or solo entrepreneurs

3. Social Media Automation Tools

Dashboards that schedule, publish, and analyze posts (and sometimes monitor conversations) across multiple social networks from a single interface.

3.1 Hootsuite

A pioneer since 2008, Hootsuite offers multi-platform publishing, social listening (via streams), and robust collaboration. While it handles a wide range of networks and has an extensive app directory, the price tag starts at $99/month and can climb. No permanent free plan remains, and the UI may feel complex if you only need basic scheduling.

• Key Features
  • Scheduling to all major platforms, analytics, multi-user approval
  • Streams for mentions/keywords
• Pricing
  • $99/month and up, with a 30-day free trial
  • Team/Business tiers cost more
• Best Suited For
  • Mid-sized or enterprise teams managing many social accounts

3.2 Buffer

Launched in 2010, Buffer is revered for its simplicity—ideal for scheduling posts to Twitter, Facebook, LinkedIn, Instagram, and more. A free plan remains (3 profiles, 10 scheduled posts each). Pros: user-friendly, modular pricing. Cons: limited analytics, no built-in social listening, free plan is quite basic.

• Key Features
  • Queue-based scheduling, link shortener, basic post insights
  • Option to add “Engage” inbox for comments in paid tiers
• Pricing
  • Freemium; paid at $6/month per social channel
• Best Suited For
  • Individuals or small businesses wanting a straightforward social scheduler

3.3 Sprout Social

Since 2010, Sprout Social has specialized in deeper analytics, engagement, and social listening, with AI to prioritize messages. It’s a favorite of larger orgs that require advanced data and thorough collaboration tools. Downsides include a premium starting price ($249/user/month) and potential overkill for smaller teams.

• Key Features
  • Cross-platform publishing, unified inbox, robust analytics
  • AI-driven sentiment and listening
• Pricing
  • From $249/month per user, free trial available
• Best Suited For
  • Enterprises or agencies needing advanced analytics, big teams

3.4 SocialPilot

Launched in 2014 as a budget-friendly alternative to Hootsuite, SocialPilot supports multi-platform scheduling, content curation (via RSS feeds), and an AI content generator. It’s praised for affordability and team collaboration, but has less brand recognition and occasionally requires re-authentication of social accounts.

• Key Features
  • Scheduling across FB, Twitter/X, LinkedIn, Instagram, Pinterest, etc.
  • White-label for agencies, multi-client management
• Pricing
  • From $30/month for 10 accounts
  • 14-day free trial
• Best Suited For
  • Marketing agencies or SMBs seeking cost-effective social scheduling

4. Multi-Channel Marketing Automation

End-to-end suites that coordinate email, web, ads, SMS, social, and CRM data to deliver cohesive campaigns and unified reporting.

4.1 HubSpot Marketing Hub

A pioneer of “inbound marketing,” HubSpot integrates CRM, email, blogging, social, ads, and more in a single suite. Its free CRM hooks you in, then paid tiers unlock automation, AI features, and custom reporting. The interface is slick, but advanced plans can get very pricey ($800–$3,600+ monthly), and you might overlap with existing tools if you already have a separate CRM or content system.

• Key Features
  • Visual workflow builder, ads tracking, built-in CRM
  • Extensive integration ecosystem
• Pricing
  • Free CRM & limited marketing features
  • Paid from $50/month (Starter)
• Best Suited For
  • Growing companies wanting a unified inbound marketing+CRM suite

4.2 Adobe Marketo Engage

Marketo (founded 2006, acquired by Adobe 2018) is a top-tier choice for enterprise B2B marketing with deep lead nurturing, ABM, and ROI tracking. It excels at complex multi-channel campaigns but demands a big budget—pricing is custom and often runs into tens of thousands yearly. The learning curve is steep, making it best for large teams with dedicated marketing ops.

• Key Features
  • Advanced lead scoring, multi-channel orchestration, ABM
  • Strong integration with Salesforce
• Pricing
  • Enterprise quotes, no free version
• Best Suited For
  • Large B2B organizations needing enterprise-level capabilities

4.3 ActiveCampaign

Established in 2003, ActiveCampaign blends robust email automation with a built-in CRM, site tracking, and SMS. It’s lauded for powerful workflows and relatively friendly pricing for SMBs. There’s no free plan, however, and the interface can feel complex for newbies. Costs also rise with contact count.

• Key Features
  • Visual automation builder with conditional triggers
  • Event/site tracking, integrated sales pipeline
• Pricing
  • Paid from $29/month (Lite)
  • Free trial offered
• Best Suited For
  • SMBs wanting advanced automation plus light CRM

4.4 Oracle Eloqua

One of the oldest automation platforms (since 1999), Eloqua is now part of Oracle Marketing Cloud. It provides high-scale, multi-channel campaigns, advanced segmentation, and global compliance. While it’s powerful for large enterprises, it’s extremely expensive with a steep learning curve, making it unlikely for small or mid-sized teams outside the Oracle ecosystem.

• Key Features
  • Multi-channel orchestration, account-based marketing, lead management
  • Enterprise analytics and security
• Pricing
  • Custom enterprise quotes; no free plan
• Best Suited For
  • Large corporate marketing teams with heavy compliance needs

5. Lead Nurturing & Sales Funnel Automation

Tools that guide prospects through each stage of the buyer journey with behavior-based emails, texts, and tasks that convert interest into revenue.

5.1 Drip

Founded in 2013, Drip labels itself an “ECRM,” focusing on e-commerce. It automates personalized email and SMS based on browsing or purchase behaviors. Pros include robust cart abandonment and product recommendation features, while cons are the lack of a free plan and limited landing page options. It’s not a full CRM but excels at connecting email flows directly to revenue.

• Key Features
  • Behavior-based workflows, cart abandonment triggers, SMS
  • Deep Shopify/WooCommerce integrations
• Pricing
  • From $39/month for up to 2,500 contacts
• Best Suited For
  • E-commerce stores seeking advanced email+SMS targeting

5.2 Ontraport

Ontraport (launched 2006) merges CRM, email, landing pages, payment processing, and membership sites under one roof. It’s great for coaches, course creators, and small businesses that want everything in a single platform—though the setup can be complex, and some features (like page design) are less polished than dedicated tools.

• Key Features
  • Landing pages, membership functionality, e-commerce
  • Visual campaign builder for automations
• Pricing
  • From $29/month (basic) but real automation at $99/month+
• Best Suited For
  • Info-product sellers, coaches, small businesses

5.3 SharpSpring

Founded in 2014, SharpSpring (owned by Constant Contact) offers a full marketing automation suite with CRM, email, visitor tracking, and social tools. It’s known for agency-friendly features (like white labeling) and relatively affordable pricing compared to giants like HubSpot. However, the UI can feel less polished, and brand recognition is smaller.

• Key Features
  • Email workflows, built-in CRM, multi-client management
  • Visitor ID to track anonymous traffic
• Pricing
  • No free plan, custom quotes (typically a few hundred/month)
• Best Suited For
  • Agencies or SMBs needing robust automation minus the enterprise price

5.4 Mautic (Open Source)

Mautic is the first open-source marketing automation platform (launched 2014, now under Acquia). It’s entirely free to self-host, granting total control and customization. While that appeals to tech-savvy orgs or those wanting data ownership, it also means you manage server updates and integrations. The UI isn’t as polished as commercial tools, but the community is active.

• Key Features
  • Email, forms, multi-step workflows, lead scoring
  • Can be self-hosted or via Acquia’s paid cloud
• Pricing
  • Free if self-hosted (plus hosting costs)
  • Paid Acquia plans for managed services
• Best Suited For
  • Tech-savvy teams wanting full control without recurring license fees

Picking the Right Marketing Automation Platform

1. Clarify Your Goals: Are you an e-commerce shop needing abandoned cart emails and SMS? A B2B company focusing on lead scoring? Each tool excels in different areas.
2. Assess Budget & Team Size: Smaller teams might love free or low-cost options like Brevo or ActiveCampaign. Enterprise-level solutions (Pardot, Marketo, Eloqua) suit bigger budgets and specialized marketing ops.
3. Check Integrations: If you rely on Salesforce, tools like Pardot or Marketo fit naturally. WordPress fans might prefer open-source Mautic.
4. Try Free Plans or Trials: Most solutions provide a trial. Test them to find the UI and workflow you prefer.
5. Plan for Growth: Make sure your chosen platform won’t break the bank as you add contacts, channels, or advanced features.

With the right software, you’ll handle repetitive tasks automatically, personalize interactions at scale, and unify all your data in a single platform—freeing you to focus on strategy and creativity. Happy automating!

FAQ

1. What are the best marketing-automation tools in 2025?

Analyst lists and G2’s Spring 2025 highlight HubSpot Marketing Hub, Salesforce Marketing Cloud, Omnisend, Brevo, ManyChat, Campaigner, ActiveCampaign, Marketo, Pardot, Klaviyo, and Mailchimp among the top.

2. Which platform is best for small businesses?

Omnisend and Brevo offer easy multichannel workflows plus free tiers. ActiveCampaign is also popular for advanced automations at an affordable cost.

3. What AI features are new this year?

Salesforce Marketing Cloud uses generative AI for copy suggestions, HubSpot auto-creates A/B tests, and Sprout Social harnesses AI to prioritize inbound messages.

4. Is there a free marketing-automation option?

Yes—Brevo, HubSpot (Starter), Mailchimp Free, and Omnisend all have no-cost plans with basic email or contact limits.

5. Which tool is best for e-commerce automation?

Omnisend and Drip specialize in cart abandonment, product recommendations, and Shopify/WooCommerce integrations.

6. How much does marketing-automation software cost?

Options range from $0 (Brevo free tier) to $1,200+/month for enterprise suites like Salesforce or Marketo. Most SMB-friendly tools run $20–$100/month.

7. Which platform combines CRM and automation in one?

HubSpot Marketing Hub (with its built-in CRM) and ActiveCampaign (CRM + advanced email automation) are both standout choices.

8. Are specialized tools better than all-in-one suites?

If you need only one channel—like social chat with ManyChat—specialized apps can excel. All-in-one suites unify data but may have unused features if you only want basics.

9. What marketing automation trends define 2025?

AI-generated content, unified customer data, privacy-centric tracking, and deeper e-commerce ties are top themes this year.

10. How do I pick the right tool?

Match your main objectives (B2B lead gen, e-commerce, social, etc.) to each tool’s strengths. Check integrations, run a free trial, and compare G2 user ratings for real-world insights.