HubSpot Marketing Hub is the best marketing automation software for most growing businesses in 2026, and Brevo is the best pick for small teams on a tight budget. HubSpot ties email, forms, landing pages, and lead scoring to a free CRM. Brevo offers a free plan and paid tiers from $9 a month.
Other picks fit narrower needs. ActiveCampaign gives small businesses deep automation at a modest price, Klaviyo is built for ecommerce stores, Adobe Marketo Engage serves large B2B marketing teams, and Mailchimp remains an easy starting point for beginners.
Price the plan at the contact count you expect in a year, not today. Most of these platforms charge by contacts or profiles, and HubSpot’s Professional tier adds a one-time onboarding fee, so the cost can jump well past the advertised starting price.
Our top pick
HubSpot Marketing Hub
Automation, CRM, and reporting that grow together in one system.
Quick picks
Best overall
Best for small businesses
Best on a budget
Best for ecommerce
Best for enterprise B2B
How we ranked these tools
We scored each platform on five criteria: fit for marketing teams that run nurture and lifecycle campaigns, depth of automation and CRM features, pricing and value as contact lists grow, ease of use, and support. We based the scores on vendor documentation, published pricing, and public user reviews. We did not accept payment for placement. Prices reflect published rates as of October 2026, so confirm the current price with the vendor before you buy.
The 6 best marketing automation platforms
1. HubSpot Marketing Hub
Best for growing businesses that want CRM and automation together
Our rating4.7 / 5
Starting price$9 / seat / month (billed annually)
Free planYes
HubSpot Marketing Hub combines email, forms, landing pages, ads, and automated workflows on top of HubSpot’s free CRM. It fits small and mid-size businesses that want marketing and sales data in one place. A free tier covers the basics, and Starter costs $9 per seat per month on annual billing. Full workflow automation sits in Professional, which costs $800 per month on annual billing with three seats included, plus a one-time $3,000 onboarding fee. That jump from Starter to Professional is the main drawback.
Pros
- Built on a free, widely used CRM
- Free tier and low-cost Starter plan
- Strong reporting across marketing and sales
Cons
- Professional tier is a big price jump
- Required onboarding fee on Professional
- Costs grow with contacts
Key features
- Workflow automation
- Email marketing
- Forms and landing pages
- Lead scoring
2. ActiveCampaign
Best for small businesses that need deep automation
Our rating4.6 / 5
Starting price$15 / month
Free planNo (14-day trial)
ActiveCampaign is known for its visual automation builder, which handles branching paths, conditions, and multi-step nurture sequences that cost far more elsewhere. It suits small businesses, coaches, and online sellers who want sophisticated automation without an enterprise budget. At 1,000 contacts, ActiveCampaign lists Starter at $15 per month, Plus at $49, Pro at $79, and Enterprise at $145. A 14-day trial needs no credit card. The built-in CRM is lighter than HubSpot’s, and prices rise steadily as your list grows.
Pros
- Powerful visual automation builder
- Low entry price at 1,000 contacts
- Many integrations
Cons
- CRM is lighter than HubSpot’s
- Price rises with list size
- Builder takes time to master
Key features
- Automation builder
- Email campaigns
- Lead scoring
- Site and event tracking
3. Brevo
Best for small teams on a budget
Our rating4.5 / 5
Starting price$9 / month
Free planYes
Brevo, formerly Sendinblue, combines email, SMS, WhatsApp, and marketing automation in one low-cost platform. It suits small businesses and nonprofits that want automation without a large monthly bill. Brevo offers a free plan to get started, and paid plans start at $9 per month for Starter and $18 for Standard, with Professional from $499 and Enterprise quoted on request. Teams that send SMS alongside email avoid paying for a second tool. Reporting and automation depth trail ActiveCampaign and HubSpot.
Pros
- Free plan to start
- Low entry price
- Email, SMS, and WhatsApp in one place
Cons
- Shallower automation than the leaders
- Reporting is basic on lower tiers
Key features
- Automation workflows
- Email campaigns
- SMS and WhatsApp
- Built-in CRM
4. Klaviyo
Best for ecommerce brands
Our rating4.4 / 5
Starting priceFrom $20 / month
Free planYes (250 active profiles)
Klaviyo is built for online stores. It syncs order, product, and browsing data from platforms such as Shopify, then uses it to trigger flows like abandoned cart, browse abandonment, and win-back campaigns. The free plan covers up to 250 active profiles and 500 email sends a month, and paid email plans start at $20 per month. Pricing scales with active profiles, so costs climb with your audience. B2B companies with long sales cycles will find it a poor fit.
Pros
- Deep ecommerce data and segmentation
- Prebuilt flows for online stores
- Free plan to start
Cons
- Gets expensive as profiles grow
- Not designed for B2B lead nurturing
Key features
- Ecommerce flows
- Segmentation
- Email and SMS
- Predictive analytics
5. Adobe Marketo Engage
Best for enterprise B2B marketing teams
Our rating4.3 / 5
Starting priceCustom pricing
Free planNo
Adobe Marketo Engage is an enterprise platform for B2B companies that run complex lead management, account-based marketing, and multi-channel nurture programs. It suits large marketing teams with marketing operations staff and a Salesforce or Microsoft Dynamics CRM. Adobe sells it in four packages, Growth, Select, Prime, and Ultimate, and does not publish prices, so you request a quote. It is powerful but heavy, and most teams need trained admins or a partner to run it well.
Pros
- Deep lead management and scoring
- Built for complex B2B programs
- Strong CRM integrations
Cons
- No public pricing
- Needs skilled admins
- Too much platform for small teams
Key features
- Lead management
- Account-based marketing
- Program analytics
- Email nurture
6. Mailchimp
Best for beginners moving beyond basic email
Our rating4.1 / 5
Starting priceFrom $13 / month
Free planYes (250 contacts)
Mailchimp is the email platform many small businesses start with, and its automation features have grown into what it now calls Marketing Automation Flows. The free plan covers up to 250 contacts but excludes flows. Essentials starts at $13 per month with limited flow steps, Standard starts at $20 per month with up to 200 flows, and Premium starts at $350 per month. It is easy to learn, but its automation is less flexible than ActiveCampaign’s at a similar price.
Pros
- Easy for beginners
- Familiar templates and editor
- Free plan for very small lists
Cons
- Free plan excludes automation flows
- Less flexible automation than rivals
- Costs rise with contacts
Key features
- Marketing Automation Flows
- Email templates
- Audience segmentation
- SMS marketing
Compare the top marketing automation platforms
| Tool | Best for | Starting price | Free plan | Rating |
|---|---|---|---|---|
| HubSpot Marketing Hub | Growing businesses that want CRM and automation together | $9 / seat / month (billed annually) | Yes | 4.7 |
| ActiveCampaign | Small businesses that need deep automation | $15 / month | No (14-day trial) | 4.6 |
| Brevo | Small teams on a budget | $9 / month | Yes | 4.5 |
| Klaviyo | Ecommerce brands | From $20 / month | Yes (250 active profiles) | 4.4 |
| Adobe Marketo Engage | Enterprise B2B marketing teams | Custom pricing | No | 4.3 |
| Mailchimp | Beginners moving beyond basic email | From $13 / month | Yes (250 contacts) | 4.1 |
How to choose marketing automation software
Start with your CRM
Marketing automation works best when it shares data with the system your sales team uses. If you already run HubSpot CRM, Marketing Hub is the natural fit. If sales lives in Salesforce, look at Marketo Engage or a tool with a strong Salesforce sync, such as ActiveCampaign.
Match the tool to your business model
Ecommerce brands need flows triggered by orders, carts, and product views, which is Klaviyo’s strength. B2B companies need lead scoring, sales handoff, and long nurture tracks, which HubSpot, ActiveCampaign, and Marketo handle better.
Model the cost a year out
Most platforms charge by contacts or active profiles. Estimate your list size in twelve months and price that tier. Also check one-time fees, such as HubSpot’s $3,000 onboarding fee on Professional, and whether SMS is billed separately.
Build one real workflow during the trial
Recreate a workflow you actually need, such as a welcome series or a demo request follow-up, in each tool you shortlist. How long it takes, and how clearly the tool reports on it, says more than any feature list.
Frequently asked questions
What is marketing automation software?
Marketing automation software sends emails, texts, and other messages automatically based on what contacts do, such as filling out a form or abandoning a cart. It also scores leads, segments lists, and reports on which campaigns turn contacts into customers.
What is the best marketing automation software for small businesses?
ActiveCampaign is the best fit for small businesses that want deep automation at a low price, starting at $15 per month for 1,000 contacts. Brevo is the cheapest solid option, with a free plan and paid plans from $9 per month. HubSpot suits small businesses that also want a CRM.
How much does marketing automation software cost?
Entry plans run from free to about $20 per month. Brevo starts at $9, ActiveCampaign at $15, and Klaviyo at $20. Advanced tiers cost far more: HubSpot Marketing Hub Professional costs $800 per month on annual billing plus onboarding, and Marketo Engage is priced by quote.
Is Mailchimp a marketing automation tool?
Partly. Mailchimp started as a simple email campaign tool and now includes Marketing Automation Flows on its Standard and Premium plans. It handles common automations well, but platforms such as ActiveCampaign and HubSpot offer deeper branching, lead scoring, and CRM features.
Which marketing automation platform is best for ecommerce?
Klaviyo is the best choice for most ecommerce brands, because it syncs order and product data from store platforms and uses it to trigger flows like abandoned cart and win-back. Its free plan covers up to 250 active profiles, so small stores can start at no cost.
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