Best Marketing Automation Software in 2026: 12 tools compared
If you are looking for the best marketing automation software, the right answer depends on your team size, your CRM and whether you sell to businesses or shoppers. This page sorts twelve platforms by what they do best, from free starter tools to enterprise B2B suites, so you can see quickly which ones are worth a closer look for your situation.
We compared the tools on workflow depth, lead scoring, CRM sync, channel coverage, ease of use and how openly they publish prices. Because contact-based billing can rise fast as lists grow, the page also shows what each platform really costs beyond the entry plan.
Top picks at a glance
- Best free plan to start with
HubSpot Marketing HubHubSpot Marketing Hub has a free tier for up to 2 users with automation, lead forms and landing page builders, and it runs on the native HubSpot CRM.
$0 (Free, up to 2 users); Starter from $7 or $20 per seat/month - Best for small teams that want automation plus CRM
ActiveCampaignActiveCampaign is automation-first and starts at $15 per month for 1,000 contacts, with an optional enhanced CRM and SMS or WhatsApp as add-ons.
$15/month (Starter, 1,000 contacts, billed annually) - Best for ecommerce stores
OmnisendOmnisend supports Shopify, WooCommerce and BigCommerce, offers cart and post-purchase workflows with email, SMS and web push, and has a 250-contact free plan.
$0 (Free); Standard $11.20/month at 500 contacts - Best for enterprise B2B
Adobe Marketo EngageMarketo Engage targets mid-size and enterprise B2B teams with a dedicated marketing ops admin, and reviewers cite its advanced automation capabilities.
Contact sales - Best for small service businesses
KeapKeap combines a built-in CRM, automation and invoicing in one base plan for small service businesses with roughly 2 to 10 users.
$299/month billed monthly or $2,988/year billed annually - Best for lead scoring and landing pages on a budget
GetResponseGetResponse bundles a workflow builder, points-based lead scoring and landing pages, with contact-based plans starting at EUR 16 per month for 1,000 contacts.
EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly
What is marketing automation software?
Marketing automation software runs repeatable marketing tasks so people do not have to send each message by hand. Day to day, it sends email sequences when a visitor fills in a form, scores leads based on their actions, segments contacts and reports on campaign results. B2B marketers use it to move leads from first contact to sales-ready, often alongside a CRM, while ecommerce teams use it for cart and post-purchase flows. The defining capabilities are a workflow builder with triggers and branching, lead scoring, forms and landing pages, multichannel sending and reporting.
Marketing Automation Software compared
| Tool | Best for | Starting price | Free plan or trial |
|---|---|---|---|
| HubSpot Marketing Hub | Best free plan to start with. | $0 (Free, up to 2 users); Starter from $7 or $20 per seat/month | Free plan |
| ActiveCampaign | Best for small teams that want automation plus CRM. | $15/month (Starter, 1,000 contacts, billed annually) | Free trial |
| Omnisend | Best for ecommerce stores. | $0 (Free); Standard $11.20/month at 500 contacts | Free plan |
| Adobe Marketo Engage | Best for enterprise B2B. | Contact sales | No |
| Keap | Best for small service businesses. | $299/month billed monthly or $2,988/year billed annually | No |
| GetResponse | Best for lead scoring and landing pages on a budget. | EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly | Free plan, Free trial |
 Mailchimp | Small lists that start free and grow into paid tiers. | Free; paid from $13/month (Essentials) | Free plan, Free trial |
 Brevo | Free (price of paid plans not confirmed by the vendor) | Free plan | |
 Klaviyo | Ecommerce brands that want email and SMS driven by store data (vendor positioning) | $0 (Free, 250 active profiles, 500 emails/month) | Free plan |
 Moosend | Small teams wanting email automation at low cost. | Third-party: Pro from about $9/month for 500 subscribers | Free trial |
 Zoho Marketing Automation | Teams already on Zoho CRM. | Not published on the vendor page | Free trial |
 Salesforce Account Engagement (Pardot) | B2B teams already running Salesforce CRM. | $1,250/org/month billed annually (Growth+) | No |
Prices as published by each vendor on October 24, 2026. "Contact sales" means the vendor publishes no price.
The 12 best marketing automation software in 2026
Best free plan to start with
HubSpot Marketing Hub
CRM-native marketing suite with a free tier, per-seat Starter, and Professional and Enterprise tiers with large contact bundles and onboarding fees.
HubSpot Marketing Hub is a CRM-native marketing suite with a free tier, per-seat Starter plans and larger Professional and Enterprise tiers. It offers forms, landing pages, dashboards and a bi-directional Salesforce sync.
- Best for
- Teams already on HubSpot CRM that want marketing, forms and reporting in one system.
- Company size
- Small to enterprise marketing organizations; contact tier matters.
Key features
- Workflow and journey builder
- Automation on Free tier; Campaign Agent (AI)
- Lead scoring and routing
- Not described as standalone; lead scores can be sent to Salesforce.
- CRM integration
- Native HubSpot CRM; bi-directional Salesforce sync.
- Forms and landing pages
- Free lead forms and landing page builders.
Best for
- Teams already on HubSpot CRM that want marketing, forms and reporting in one system.
- Small teams starting on Free (2 users) and growing into Starter.
Not ideal for
- Budget-limited teams needing automation depth: Professional starts at $800 or $890/month plus a $3,000 onboarding fee.
- Teams needing SAML SSO below Enterprise.
Pricing: $0 (Free, up to 2 users); Starter from $7 or $20 per seat/month · Free plan
Best for small teams that want automation plus CRM
ActiveCampaign
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise.
ActiveCampaign is an automation-first email and CRM platform with four tiers. It suits small and mid-size teams, and SMS, WhatsApp and the enhanced CRM are available as add-ons on some plans.
- Best for
- Small and mid-size teams that want automation plus a light CRM.
Key features
- CRM integration
- Enhanced CRM (pipelines, sales engagement) is an add-on on Plus and Pro, included in Enterprise, not on Starter.
- Email and multichannel campaigns
- Email; SMS and WhatsApp as add-ons.
- Reporting and attribution
- Custom reporting add-on on Starter, Plus, Pro; included in Enterprise.
Best for
- Small and mid-size teams that want automation plus a light CRM.
- Teams that can add SMS or WhatsApp as paid add-ons.
Not ideal for
- Teams that need SSO without the Enterprise plan.
- Buyers who need plan prices before talking to the vendor: amounts are not shown on the public pricing page.
Pricing: $15/month (Starter, 1,000 contacts, billed annually) · Free trial
Best for ecommerce stores
Omnisend
Ecommerce email and SMS tool with a 250-contact free plan and Standard and Pro tiers.
Omnisend is an email and SMS tool made for ecommerce brands. It offers cart and post-purchase workflows, web push and a free plan for 250 contacts, but it is not aimed at B2B lead scoring.
- Best for
- Ecommerce stores on Shopify, WooCommerce or BigCommerce.
- Company size
- Ecommerce brands, agencies.
Key features
- Workflow and journey builder
- Automation workflows incl. cart and post-purchase.
- Email and multichannel campaigns
- Email, SMS, web push.
Best for
- Ecommerce stores on Shopify, WooCommerce or BigCommerce.
- Stores wanting email plus SMS credits on Pro.
Not ideal for
- B2B teams needing lead scoring and CRM sync (vendor positions on ecommerce)
- Buyers who need SSO: not mentioned.
Pricing: $0 (Free); Standard $11.20/month at 500 contacts · Free plan
Best for enterprise B2B
Adobe Marketo Engage
Enterprise B2B marketing automation platform from Adobe with quote-only pricing sized by database.
Adobe Marketo Engage is an enterprise B2B automation platform with quote-only pricing that scales with database size. It is built for teams with a marketing ops owner, and reviewers note a steep learning curve.
- Best for
- Mid-size and enterprise B2B teams with a dedicated marketing ops admin.
- Company size
- Mid-market to enterprise.
Key features
- Workflow and journey builder
- Visual engagement programs and smart campaigns (not confirmed by the vendor)
- Lead scoring and routing
- Native lead scoring (not confirmed by the vendor)
- CRM integration
- Native sync with Salesforce and Microsoft Dynamics (commonly cited; not confirmed by the vendor)
Pros
- Advanced automation capabilities.
Cons
- Steep learning curve.
- High price.
Pricing: Contact sales
Best for small service businesses
Keap
CRM and marketing automation for small service businesses (formerly Infusionsoft), sold as a single base plan.
Keap, formerly Infusionsoft, is a CRM and marketing automation tool for small service businesses. It sells a single base plan with built-in CRM and text marketing, and reviewers like its strong automation.
- Best for
- Small service businesses wanting CRM, automation and invoicing in one tool.
- Company size
- Small businesses.
Key features
- CRM integration
- Built-in CRM.
- Email and multichannel campaigns
- Text marketing (US only) with tiers from included Tier 1 up to $279/mo for 25,000 messages.
Pros
- Strong automation.
- Economical CRM and marketing in one tool.
Pricing: $299/month billed monthly or $2,988/year billed annually
Best for lead scoring and landing pages on a budget
GetResponse
Email marketing and automation platform with workflow builder, lead scoring, tags and landing pages, priced by contact count.
GetResponse combines email marketing, a workflow builder, points-based lead scoring, tags and landing pages in one plan. Pricing follows contact count, and nonprofits get 50% off monthly plans.
- Best for
- Small teams that want email plus automation and landing pages in one plan.
- Company size
- Small to mid-size; Enterprise tier for larger orgs.
Key features
- Workflow and journey builder
- Templates or from scratch, behavior triggers, conditions, filters.
- Lead scoring and routing
- Points per contact action on pages and emails.
- CRM integration
- No built-in CRM described; syncs CRM data via integrations.
- Email and multichannel campaigns
- Email; SMS automation and 5,000 free SMS on Enterprise/MAX.
Best for
- Small teams that want email plus automation and landing pages in one plan.
- Nonprofits (50% off monthly plans per pricing page)
Not ideal for
- Teams needing SSO below Enterprise (Starter, Marketer, Creator list no SSO)
- Buyers who need a built-in CRM (none described on the automation page)
Pricing: EUR 16/month (Starter, 1,000 contacts, monthly) or EUR 13.12/month billed yearly · Free plan, Free trial
Mailchimp
Intuit-owned email marketing platform with a 250-contact free tier and contact-based paid plans.
Mailchimp is an Intuit-owned email marketing platform with a free tier for 250 contacts and contact-based paid plans. Standard and Premium add flows with up to 200 flow points and custom reports.
- Best for
- Small lists that start free and grow into paid tiers.
Key features
- Workflow and journey builder
- Standard and Premium: up to 200 flow points.
- Reporting and attribution
- Custom reports on Standard and up.
Best for
- Small lists that start free and grow into paid tiers.
Not ideal for
- Teams that need SSO below the Premium price point.
Pricing: Free; paid from $13/month (Essentials) · Free plan, Free trial
Brevo
Email, SMS and CRM platform (formerly Sendinblue) with Free, Starter, Standard, Professional and Enterprise plans.
Brevo, formerly Sendinblue, is an email, SMS and CRM platform with Free, Starter, Standard, Professional and Enterprise plans. It has a free entry tier, but feature details for this comparison are limited, so check the current plan pages.
Pricing: Free (price of paid plans not confirmed by the vendor) · Free plan
Klaviyo
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles.
Klaviyo is an ecommerce-focused email and SMS platform that bills on active profiles. It has a free tier with 250 active profiles and 500 emails per month, and it uses store data to drive messages.
- Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Key features
- Email and multichannel campaigns
- Email, SMS/mobile messaging.
Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Not ideal for
- Buyers who need a published price list: only the Free tier and a $5 Composer line are public on the vendor pricing page.
Pricing: $0 (Free, 250 active profiles, 500 emails/month) · Free plan
Moosend is a low-cost email automation tool priced by subscriber count from 500 to 1,000,000. Reviewers praise its support and ease of use, though it lacks lead scoring and deep CRM sync for B2B work.
- Best for
- Small teams wanting email automation at low cost.
- Company size
- Small business to enterprise tier available.
Key features
- Workflow and journey builder
- Automation workflows (vendor claim; details not published)
- Email and multichannel campaigns
- Email; transactional email as add-on.
Pros
- Support quality and responsiveness.
- Ease of use.
Cons
- Sender verification friction.
- Bugs in white-label setups.
Pricing: Third-party: Pro from about $9/month for 500 subscribers · Free trial
Zoho Marketing Automation
Contact-based marketing automation from Zoho with three tiers that differ mainly by user count and journey features.
Zoho Marketing Automation offers contact-based tiers with journeys, SMS, social and WhatsApp channels. It fits teams already on Zoho CRM and offers unlimited sign-up forms on all plans.
- Best for
- Teams already on Zoho CRM.
- Company size
- SMB.
Key features
- Workflow and journey builder
- Journeys; full builder with X-RAY tracking on Enterprise.
- CRM integration
- Zoho CRM and others; 40+ integrations on Standard.
- Email and multichannel campaigns
- Email, SMS, social, WhatsApp.
- Forms and landing pages
- Unlimited sign-up forms and pop-ups on all plans; landing pages from Professional.
Pros
- Automation features.
- Ease of use.
Cons
- Learning curve.
- Customer support.
- Pricing information hard to find.
Pricing: Not published on the vendor page · Free trial
Salesforce Account Engagement (Pardot)
Salesforce's B2B marketing automation product, priced per org per month by edition.
Rebranded: Pardot is now Marketing Cloud Account Engagement; editions on the pricing page carry a plus sign (Growth+, Plus+, Advanced+, Premium+)
Salesforce Account Engagement, formerly Pardot, is Salesforce's B2B marketing automation product with a native Salesforce CRM connector. It is priced per org by edition and suits mid-market teams, though reviewers cite complexity and long onboarding.
- Best for
- B2B teams already running Salesforce CRM.
- Company size
- Mid-market B2B.
Key features
- CRM integration
- Native Salesforce CRM connector (vendor product)
- Email and multichannel campaigns
- SMS and WhatsApp credits from $10 per 1,000 credits.
- Reporting and attribution
- B2B Marketing Analytics Plus add-on at $3,000 per user per month.
Pros
- Integration with Salesforce and granular customer data.
Cons
- Interface complexity.
- Lengthy onboarding.
Pricing: $1,250/org/month billed annually (Growth+)
How to choose the best marketing automation software
Start with your sales model. A B2B team that scores leads and hands them to sales needs a different tool than an online store sending cart reminders. Next, decide which system holds your customer records, because a tool that syncs natively with that CRM saves months of cleanup. Then run one real nurture journey in a trial, from form to email to lead score to report, and see how many steps need manual work. Finally, check who will maintain it, since some platforms need a dedicated admin.
Workflow and journey builder
This is the engine of the category. Look for triggers such as form fills, clicks or purchases, plus branching, waiting steps and conditions. Strong builders let you model a full nurture path visually and reuse templates. Weak ones allow only simple linear sequences. Ask which automation limits apply on your plan.
- HubSpot Marketing Hub: Automation on Free tier; Campaign Agent (AI)
- Omnisend: Automation workflows incl. cart and post-purchase.
- Adobe Marketo Engage: Visual engagement programs and smart campaigns (not confirmed by the vendor)
- GetResponse: Templates or from scratch, behavior triggers, conditions, filters.
- Mailchimp: Standard and Premium: up to 200 flow points.
Lead scoring and routing
Lead scoring assigns points for actions like page visits and email clicks so sales sees who is ready to talk. Strong tools combine behavior and profile scoring and route qualified leads to the right owner. Weak ones offer no scoring or only a manual tag. It matters most for B2B teams, less for ecommerce senders.
- HubSpot Marketing Hub: Not described as standalone; lead scores can be sent to Salesforce.
- Adobe Marketo Engage: Native lead scoring (not confirmed by the vendor)
- GetResponse: Points per contact action on pages and emails.
CRM integration
Marketing automation works best when it shares data with your CRM. A native connection keeps contacts, deal stages and campaign history in sync. Weaker setups depend on one-way imports or third-party connectors. Check whether the sync is bi-directional and whether the CRM features are in your plan or an add-on.
- HubSpot Marketing Hub: Native HubSpot CRM; bi-directional Salesforce sync.
- ActiveCampaign: Enhanced CRM (pipelines, sales engagement) is an add-on on Plus and Pro, included in Enterprise, not on Starter.
- Adobe Marketo Engage: Native sync with Salesforce and Microsoft Dynamics (commonly cited; not confirmed by the vendor)
- Keap: Built-in CRM.
- GetResponse: No built-in CRM described; syncs CRM data via integrations.
Email and multichannel campaigns
Email is the baseline, but many teams also need SMS, WhatsApp, web push or social. Strong platforms manage these channels in one workflow with shared consent and contact data. Weak ones are email-only or sell each channel separately. Check whether message credits are included or billed per send.
- ActiveCampaign: Email; SMS and WhatsApp as add-ons.
- Omnisend: Email, SMS, web push.
- Keap: Text marketing (US only) with tiers from included Tier 1 up to $279/mo for 25,000 messages.
- GetResponse: Email; SMS automation and 5,000 free SMS on Enterprise/MAX.
- Klaviyo: Email, SMS/mobile messaging.
Forms and landing pages
Capturing leads needs forms, pop-ups and landing pages that feed the contact record directly. Good platforms include builders for all three and support progressive profiling that asks returning visitors new questions. Weak ones send you to another tool. Check which page types come with your plan.
- HubSpot Marketing Hub: Free lead forms and landing page builders.
- GetResponse: Landing page creator (details not confirmed by the vendor)
- Zoho Marketing Automation: Unlimited sign-up forms and pop-ups on all plans; landing pages from Professional.
Reporting and attribution
Reporting shows what campaigns produced. Strong tools connect emails and landing pages to pipeline and revenue, with multi-touch attribution on higher tiers. Weak reporting stops at opens and clicks. Advanced attribution is often an add-on or higher plan, so confirm what the plan you want includes.
- HubSpot Marketing Hub: Dashboards; multi-touch attribution in Advanced Marketing Reporting.
- ActiveCampaign: Custom reporting add-on on Starter, Plus, Pro; included in Enterprise.
- Mailchimp: Custom reports on Standard and up.
- Salesforce Account Engagement (Pardot): B2B Marketing Analytics Plus add-on at $3,000 per user per month.
Pricing model
Most platforms charge by contact count or active profile, and some add seat fees, onboarding fees or paid add-ons. Costs can jump sharply when a list passes a tier. Model your price at your expected list size in twelve months, and ask about implementation charges before you commit.
- HubSpot Marketing Hub: Seat plus marketing-contact tiers; onboarding fee on Professional and Enterprise.
- ActiveCampaign: Contact tier; users and sends rise with plan.
- Omnisend: Contacts; SMS credits extra.
- Adobe Marketo Engage: Quote based, scales with database size.
- Keap: Base plan plus users and contact tiers.
Target company size
Enterprise suites are often more than a team of under 100 people needs, while simple email tools run out of features as programs grow. Match the platform to your headcount and to the marketing ops skills you have. A tool built for a different size usually means paying for unused depth or outgrowing it fast.
- HubSpot Marketing Hub: Small to enterprise marketing organizations; contact tier matters.
- Omnisend: Ecommerce brands, agencies.
- Adobe Marketo Engage: Mid-market to enterprise.
- Keap: Small businesses.
- GetResponse: Small to mid-size; Enterprise tier for larger orgs.
What marketing automation software really costs
Features decide the shortlist; the bill decides whether it stays affordable as the team grows. The numbers below come from each vendor's published plans: entry prices, how far plans climb, what single sign-on costs extra and which fees sit on top.
- Median entry price
- $11.2
- Publish their prices
- 9 of 12
- Free plans
- 6 of 12
- Sell paid add-ons
- 9 of 12
per contact per month, cheapest paid plan of each tool
3 quote on request
plus 3 free trials
on top of the plan price
What marketing automation software costs per year for your size
For 1,000 contacts on the cheapest plan that fits, ActiveCampaign costs $180 a year and Salesforce Account Engagement (Pardot) $15,000. Pick your own size: the order changes because free plans end, plans have user caps and per-contact prices multiply differently.
| # | Tool | Plan and price basis | Per year |
|---|---|---|---|
| 1 | ActiveCampaign | Starter$15 per month at this volume | $180 |
| 2 | Zoho Marketing Automation | Standard$19 per month at this volume | $228 |
| 3 | Omnisend | Pro$41.3 per month at this volume | $496 |
| 4 | Salesforce Account Engagement (Pardot) | Growth+$1,250 per month, flat | $15,000 |
List prices per month as published on October 24, 2026, billed annually where the vendor shows both, promotions excluded. Full feature plan adds one-time onboarding fees in year one. Not in the calculation: HubSpot Marketing Hub, Adobe Marketo Engage, Keap, GetResponse, Mailchimp, Brevo, Klaviyo and Moosend (quote only, another pricing unit or a plan that does not fit this size).
The price of single sign-on
If IT requires SAML single sign-on, the plan that includes it sets your real price, not the entry plan. 1 of the 2 tools that say where SSO sits charge more for it; 5 of 12 publish nothing about SSO, so ask before you budget.
- Salesforce Account Engagement (Pardot)+$0SAML SSO on every plan.
- HubSpot Marketing Hub+$55per user per month: SAML SSO needs Enterprise ($75) instead of Starter ($20).
How marketing automation pricing works
Marketing automation pricing follows a handful of patterns, and each one grows your bill in a different way. Contact-based plans grow with your list, flat plans grow with your seats, and enterprise contracts grow with edition and add-ons. Onboarding fees and unpublished add-ons can add thousands to the first year. Knowing the pattern before you sign lets you project the cost at double your current list, not just at today's size.
Contact tier pricing
Most tools price by the number of contacts or subscribers, with each band costing more. A list that doubles can more than double the bill, and many tools count inactive contacts. Clean the list and ask how contacts are counted.
Flat plan plus seats
Some platforms charge a flat base price and then add per-user fees. Keap lists $299 per month with $39 per additional user beyond two, so a team of eight pays much more than the base.
Per org editions
Salesforce Account Engagement is priced per organization per month by edition, with contacts included up to a limit. Extra contacts, a dedicated IP and analytics add-ons are billed on top, so the edition price is a floor.
Onboarding and implementation fees
Higher tiers can carry one-time fees, such as the $3,000 onboarding fee listed for HubSpot Professional. Some vendors require an implementation package with unpublished pricing. Add these to year one.
Usage add-ons for SMS and email
SMS, WhatsApp, transactional email and dedicated IPs are usually billed as credits or add-ons. They look small each, but a campaign-heavy team can see them exceed the base plan.
Costs that are easy to miss
Add-ons, usage fees and premium modules often decide the real bill. These are the paid extras the vendors list themselves.
- HubSpot Marketing HubHubSpot AEO $50/mo ($45 annual); Inbound Consulting (Starter, extra fee, price not shown); Onboarding $3,000 (Pro) / $7,000 (Enterprise)
- ActiveCampaignSMS; WhatsApp Messaging; Enhanced CRM
- OmnisendSMS credits (from $0.007 each); Account expert free from $400/month spend
- KeapAdditional users $39/mo; Contact tiers (unpublished); Text tiers $24 to $279/mo
- GetResponseProfessional Services (paid, price not published); Dedicated IP, SMS, transactional email (Enterprise)
- MailchimpSMS add-on; Pay-as-you-go option for infrequent senders
- MoosendDedicated IP; Transactional emails; More team members
- Zoho Marketing AutomationDedicated IP (Enterprise); SMS credits; WhatsApp marketing
Our recommendation
Pick the platform that matches your sales model and your CRM, then test one real journey from form to lead score before you sign. Shortlist two or three tools and compare them with the same campaign. To keep costs under control, price each option at your expected contact count in a year, and ask about onboarding fees, add-ons and message credits up front.
Marketing Automation Software: frequently asked questions
What is marketing automation software?
It is software that automates repeatable marketing work such as email nurture sequences, lead scoring, segmentation and campaign reporting. B2B teams use it with a CRM to move leads from first touch to sales-ready, and ecommerce teams use it for cart and post-purchase messages.
What is the best marketing automation software for small business?
ActiveCampaign suits small teams that want automation and a light CRM, and Keap fits small service businesses that want CRM and invoicing in one tool. HubSpot Marketing Hub has a free tier for up to 2 users, and Omnisend is a good fit for online stores.
Do I need a CRM to use marketing automation?
Not always, but B2B teams usually benefit from one. A synced CRM lets marketing hand over scored leads and see which campaigns lead to deals. HubSpot and Keap include a CRM, while Marketo and Salesforce Account Engagement rely on a connected CRM.
Is there free marketing automation software?
Yes. HubSpot Marketing Hub, Omnisend, Klaviyo and Mailchimp have free tiers, and Brevo lists a free plan too. Free plans cap contacts, users or sends, so they work as a starting point more than a long-term setup.
How much does marketing automation software cost?
Entry prices range from free to about $15 per month for ActiveCampaign Starter, while Keap's base plan is $299 per month. HubSpot Professional starts at $800 or $890 per month plus a $3,000 onboarding fee, and Marketo uses quotes.
What do marketing automation software cost for a team of 20?
Calculated from published list prices: HubSpot Marketing Hub: Professional: base $800 or $890/month (page does not label which is annual) plus 17 extra seats x $45 = $765/month, plus $3,000 one-time onboarding. Annual total about (800+765) x 12 = $18,780 or (890+765) x 12 = $19,860, plus onboarding.; Keap: $2,988 base + 18 extra users x $39 x 12 ($8,424) = $11,412/yr on annual billing, before contact tiers, implementation package and texting; GetResponse: Not computable: 20 users need Enterprise (self-serve plans cap at 3 to 5 seats), custom price; Salesforce Account Engagement (Pardot): Not seat priced. Growth+ is $1,250 x 12 = $15,000/yr per org for 10,000 contacts, before the Salesforce licences users need to log in.. Tools that quote on request are not included.
Which marketing automation software have a free plan or free trial?
HubSpot Marketing Hub (free plan), ActiveCampaign (free trial), Omnisend (free plan), GetResponse (free plan, free trial), Mailchimp (free plan, free trial), Brevo (free plan), Klaviyo (free plan), Moosend (free trial) and Zoho Marketing Automation (free trial), according to the vendors' sites on October 24, 2026.