In today’s fast-moving digital business environment, growing a B2B company means doing more than sending a newsletter and hoping for the best. If you’re a marketing team working in a business-to-business (B2B) environment, you’ll want your efforts to be strategic, timely, and measurable. That’s where marketing automation comes in — tools that help you automate repetitive tasks, nurture leads, segment audiences, coordinate channels, score prospects, and measure results.
According to a recent review of B2B Marketing Automation Platforms (MAPs), these tools are defined as software applications that support demand-generation processes at scale — helping capture and qualify leads and accounts, orchestrate engagement across the full customer journey, and use analytics to optimize and measure performance.
The meaning behind “smarter growth” is that it’s not just about growing rapidly but growing efficiently and strategically: automating the right tasks, targeting the right prospects, aligning marketing and sales, using data to refine what works, and scaling without burning out your team or budget.
So if you’re asking: “Which are the best B2B marketing automation tools for smarter growth in 2025?” — you’re in the right place. We’ll cover the top 10 tools you should consider, compare them side-by-side, outline how to pick the right one for your business, and answer frequently asked questions. Let’s get started.
What Is B2B Marketing Automation?
Think of B2B marketing automation as your digital marketing assistant — one that never sleeps, never forgets a follow-up, and always sends the right message at the right time.
In simple terms, B2B marketing automation tools are software platforms that help businesses sell to other businesses more effectively by using smart technology to automate repetitive marketing tasks.
Breaking It Down:
- “B2B” = Business-to-Business — one company selling products or services to another company (e.g., a SaaS company selling CRM software to marketing agencies).
- “Marketing Automation” = Using software to automatically handle marketing activities like sending emails, following up with leads, or tracking campaign results.
So, B2B marketing automation tools bring both together — helping companies manage and automate their marketing efforts to save time, increase productivity, and boost conversions.
What Marketing Automation Tools Actually Do:
B2B marketing automation tools help you:
- Capture and organize leads from websites, ads, and social media
- Send personalized emails automatically based on user behavior
- Nurture leads through long buying cycles
- Score leads and identify sales-ready prospects
- Integrate marketing and sales data in one dashboard
- Track ROI and campaign performance with detailed analytics
Why Marketing Automation Tools Are a Game-Changer in 2025:
Today’s buyers expect personalized and timely experiences. With so much data coming from different channels, it’s impossible to manage manually. That’s why modern B2B automation platforms now include AI-powered recommendations, predictive analytics, and omnichannel engagement tools — helping businesses make smarter decisions and grow faster.
Factors to Consider Before Choosing a B2B Marketing Automation Platform
When selecting a marketing automation platform for your B2B business, here are the key factors you should evaluate:
- Business Size & Growth Stage
Are you a small team or a large enterprise? Do you have a simple pipeline or a complex multi-step sales funnel? Smaller teams may prefer easier, less expensive tools; larger enterprises may need more power. - Existing Tech Stack & Integrations
What CRM, CMS, ad platforms, analytics tools, e-commerce, or product systems do you already use? Ensuring the automation platform integrates smoothly (or has APIs) is critical. - Lead-Scoring & Sales Alignment
For B2B, aligning marketing with sales is key. You’ll need lead-scoring, lead routing, and pipeline/funnel visibility. - Multichannel Support
Beyond email: will you need SMS, social, push notifications, webinars? Can the platform coordinate campaigns across channels? - Ease of Use vs. Customization
Some tools have deep power but require steep learning curves; others are simpler but less customizable. Choose based on your team’s technical ability and budget. - Pricing & Contact/Usage Limits
Many platforms scale by the number of contacts, users, seats, or volume of emails. Understand how pricing changes as you grow. - Reporting & Analytics
What insights do you need? Are dashboards intuitive? Is ROI and campaign attribution clear? The best B2B MAPs provide unified dashboards and lead-to-revenue tracking. - Scalability & Future-proofing
As you grow, you’ll need platform flexibility, global reach (if needed), multi-region support, and the ability to handle more data/users. - Support, Training & Onboarding
Even the best tool needs proper setup. What kind of customer support, training resources, and community does the platform offer? - Security & Compliance
For B2B, data security, regulatory compliance (GDPR, CCPA), and enterprise features may matter a lot.
By working through these factors, you’ll be better positioned to pick a platform that fits your business now and supports your future growth.
How We Selected These Tools
In preparing this list, we looked at recent expert reviews and data on B2B marketing automation platforms. Key criteria included:
- Ability to create multistep journeys for contacts (e.g., drip campaigns, onboarding workflows)
- Lead-scoring and behavioral segmentation features
- Multichannel support (email, landing pages, social, SMS)
- Integration with CRM and other systems (important for B2B)
- Usability and value (so a beginner can get started)
10 Best B2B Marketing Automation Tools for Smarter Growth in 2025
We’ll now walk through each of the top 10 tools.
- HubSpot Marketing Hub
- Marketo Engage (by Adobe)
- Salesforce Marketing Cloud Account Engagement (formerly Pardot)
- ActiveCampaign
- Klaviyo
- Brevo (formerly Sendinblue)
- Customer.io
- Ortto
- Mailchimp
- Zoho Marketing Plus
Now let’s dive into each tool in more detail.
1. HubSpot Marketing Hub
Features
- Drag-and-drop email and landing page builder
- Multi-step automation workflows (triggers, conditions, actions)
- Lead scoring and segmentation
- Social media scheduling and monitoring
- Native CRM integration (contacts, companies, deals)
- Analytics dashboards: conversions, ROI, campaign performance
- Integration marketplace (Zapier, Salesforce, Microsoft, etc.)
Reviews
Users frequently praise HubSpot’s ease of use and strong integration across marketing & sales: “I now highly recommend HubSpot’s Marketing Hub due to constant improvements, responsive team, and its versatile features including content, email, social management, and automation workflows.” On the flip side, some users feel that advanced features get expensive or require upgrading tiers.
Pricing Overview
HubSpot provides a free tier with core marketing tools, and paid plans begin around US $50/month (for very small teams) and can go up significantly (hundreds to thousands of dollars per month) depending on seats, contacts, and features.
Exact enterprise pricing depends on negotiations.
Pros
- Unified platform (CRM + Marketing + Sales)
- Strong usability for beginners
- Broad ecosystem & integrations
- Great support and learning resources
Cons
- Price can escalate as you grow (contacts/users)
- Some advanced features are locked behind higher tiers
- It may be overkill for very small teams or simple needs
Best For: Mid-market B2B companies that want to manage marketing automation, sales integration, and lead management in one platform — and have a budget to invest.
2. Marketo Engage (by Adobe)
Features
- Advanced lead scoring and grading
- Multi-touch attribution and revenue impact analytics
- Support for account-based marketing (ABM) campaigns
- Integrations with Adobe Experience Cloud, CRM systems like Salesforce
- Drag-and-drop campaign builder
- Extensive automation capabilities across email, webinars, and landing pages
Reviews
Marketo is well-respected for enterprise-grade capability: It’s noted in G2 for its strong automation and integrations. However, it is often criticized for being complex and having a steeper learning curve.
Pricing Overview
Pricing is custom and typically begins at US $1,000+ per month for enterprise setups. Exact pricing depends on contact database size, modules, support level, and user seats.
Pros
- Very strong for enterprise and ABM scenarios
- Deep automation and analytics
- Wide integration options
- Proven platform for large B2B teams
Cons
- Expensive entry and ongoing cost
- Steep learning curve; may require specialist support
- Interface can feel outdated compared to newer tools
Best For: Large B2B companies with mature marketing operations, large contact databases, and a need for complex workflows, ABM, and multi-region campaigns.
3. Salesforce Marketing Cloud Account Engagement (formerly Pardot)
Features
- Seamless Salesforce CRM integration (contacts, leads, campaigns)
- Lead grading, scoring, and nurture paths
- Engagement analytics and ROI tracking
- Email blasts, landing pages, forms, social campaigns
- Account-based marketing capabilities
Reviews
Many users value the CRM integration, but some say the user interface is dated and pricing is high.
Pricing Overview
Entry pricing starts around US $1,250/month for the Growth plan. Premium tiers can go significantly higher depending on size and features.
Pros
- Excellent fit if using Salesforce CRM already
- Strong B2B-specific features (lead scoring, ABM)
- Good for marketing & sales team alignment
Cons
- Higher cost
- UI/UX may feel less modern
- Best value emerges when fully invested in the Salesforce ecosystem
Best For: B2B companies already using Salesforce CRM, with larger sales teams and a need for tight marketing-sales alignment.
4. ActiveCampaign
Features
- Visual automation journey builder (triggers → conditions → actions)
- Email & SMS campaigns
- Segmentation & personalization
- CRM features (contacts, deals)
- Reporting dashboards
- Multilingual workflow support (for global teams)
Reviews
Users highlight ActiveCampaign’s value and built-in automation for SMBs: For instance, “What I learned … is to look for one with a clean layout, comprehensive tutorials, and intuitive… workflows that even the least tech-savvy team member can navigate.
Pricing Overview
Plans start around US $29/month (for small lists) and increase depending on the number of contacts and features.
Pros
- Affordable compared to enterprise tools
- Great for email/SMS automation, segmentation
- Very good usability for smaller teams
- Scales reasonably
Cons
- Analytics might be less advanced than enterprise tools
- The interface can get cluttered with many automations
- Could require third-party integrations for more advanced features
Best For: Small to mid-sized B2B companies or B2B SMBs looking for a solid automation tool with good value.
5. Klaviyo
Features
- Email & SMS automation flows
- Predictive analytics (lifetime value, churn)
- Deep segmentation and behavior-based triggers
- Integration with e-commerce platforms (Shopify, Magento)
- Dashboards for revenue and campaign performance
Reviews
Analysts note Klaviyo “stands out with deep Shopify and BigCommerce integrations … allowing real-time behavioural targeting.”
Pricing Overview
Free up to ~250 contacts; paid plans start around US $20/month for small audiences and scale with the number of contacts and features.
Pros
- Excellent for email + SMS marketing
- Strong segmentation and behaviour-based automation
- Good for growth-oriented companies
- Easy to set up for smaller lists
Cons
- Less focused on complex B2B sales workflows
- Integrations more e-commerce-centric
- May need additional tools for a full B2B marketing stack
Best For: B2B companies that lean heavily on digital communications (email/SMS) or B2B companies that have an e-commerce component and need strong behavioral automation.
6. Brevo (formerly Sendinblue)
Features
- Email & SMS campaigns
- Automation workflows (drips, triggers)
- Basic CRM (contacts, tasks)
- Chat/live-chat widget
- Affordable pricing plans and a free tier
Reviews
Recognised in “best for small business” categories: “For teams on a budget, Brevo is an affordable email marketing automation tool worth trying.”
Pricing Overview
Free plan available; paid plans start around US $25/month (for basic automation) and scale based on the number of emails, contacts, and features.
Pros
- Very good value for small teams
- Simple to use, quick to start
- Includes SMS and chat features
- Free trial/plan available
Cons
- May lack advanced features for larger B2B companies
- Smaller ecosystem of integrations and advanced analytics
- Less ideal for highly complex workflows or enterprise B2B
Best For: Startups or small B2B companies that need to automate email/SMS and want good value and ease of use.
7. Customer.io
Features
- Event-based triggers (e.g., user did X → send message)
- Multi-channel messaging (email, push, SMS)
- Deep segmentation using custom objects
- API access, custom integration support
- Analytics dashboards on engagement & behavior
Reviews
Described as “best for customization” by reviewers: “I’ve picked Customer.io … This tool’s customizable nature is incredible — you can use as much or as little code as you want to tailor your messages.”
Pricing Overview
Pricing starts around US $100/month (depending on the number of users, events) and scales for enterprise usage.
Pros
- High flexibility and customization
- Ideal for product-led companies with strong tech resources
- Supports multiple channels beyond email
- Good for behavior-based, deeply personalized messaging
Cons
- Requires technical resources (developers) to unlock full power
- Less “plug-and-play” for non-technical teams
- Cost can grow quickly if many users/events are involved
Best For: B2B SaaS or product-led businesses that have technical resources and want to build highly customized automation workflows tied to product/user behavior.
8. Ortto
Features
- Visual journey builder and automation flows
- Customer data platform (unified contact profile)
- Multi-channel messaging (email, SMS, push)
- Analytics dashboards and reporting
- Integrations with popular tools and data sources
Reviews
Nice balance of usability and data-driven features: “When it comes to tracking and reporting on user activity, Ortto is among the best.”
Pricing Overview
Free plan available; paid plans start around US $29/month and scale by contacts and features.
Pros
- Good for growth teams and startups
- Visual and intuitive interface
- Strong data integration and analytics features
- Reasonable cost for the early stage
Cons
- The ecosystem is smaller compared to legacy tools
- Some advanced enterprise features may still be developing
- Might lack some features for very large B2B operations
Best For: SaaS and product-led B2B companies that need visual automation, data integration, and are growing quickly.
9. Mailchimp
Features
- Email automation and templates
- Landing pages, forms, and pop-ups
- Basic CRM-like contact management
- Reporting and dashboards
- Easy integration with many small-business tools
Reviews
Frequently highlighted as a good starting point: “Starting with Mailchimp’s free plan seems like a no-brainer. … Now it has transformed into a marketing automation and email platform that’s designed to help businesses grow their audience and build strong customer relationships.”
Pricing Overview
Free tier available; paid plans from “US $13/month” (for small lists) but rise with contact size and features.
Pros
- Very easy to use
- Affordable for small companies
- Good for email campaigns and simple automation
- Extensive learning resources
Cons
- Limited depth of automation compared to enterprise-grade tools
- Pricing rises with list size
- Might require additional tools for advanced B2B workflows
Best For: Startups and small B2B teams just starting automation, with a limited budget and simple needs.
10. Zoho Marketing Plus
Features
- Email campaigns, landing pages, forms
- Social media publishing and monitoring
- Web analytics and heatmaps
- Collaboration tools (tasks, calendars)
- AI assistant for content & campaign suggestions (Zia)
Reviews
Described as a solid value pick with good capability for small-to-mid teams, though not as dominant in enterprise features.
Pricing Overview
Starts at about US $25/marketer/month (billed annually) for the base plan. Pricing varies with the number of contacts, visitors, events, brands, and storage.
Pros
- Good value for money
- Integrated marketing across channels
- Easy to get started
- Suitable for smaller teams
Cons
- Less proven in large enterprise B2B settings
- May lack depth of some specialist features
- Interface and integrations may have less third-party support
Best For: Small to mid-sized B2B companies that need an all-in-one marketing tool at a lower cost and have simpler automation needs.
Comparison Table: Top 10 B2B Marketing Automation Tools (2025)
| Tool | Best For | Approx.— Starting Price* | Key Strength | Potential Weakness |
| HubSpot Marketing Hub | Mid-market all-in-one CRM + Marketing | ~$50/month (basic) | Full CRM + marketing suite; easy to use | Price scales quickly; more features are locked behind higher tiers |
| Marketo Engage (Adobe) | B2B enterprises & ABM | Custom (~$1,000+/month) | Advanced lead nurturing, ABM features | Steep learning curve; high cost |
| Salesforce Marketing Cloud Account Engagement (Pardot) | B2B businesses using Salesforce CRM | Starting ~$1,250/month | Seamless Salesforce integration; B2B focus | Legacy UI; expensive entry point |
| ActiveCampaign | SMB companies needing strong email + automation | ~$29/month | Affordable, robust segmentation and journeys | UI may feel cluttered; analytics may be less advanced |
| Klaviyo | E-commerce or B2B with heavy email/SMS focus | ~$20/month free tier | Strong email + SMS + predictive analytics | Less suited for large B2B with complex sales processes |
| Brevo (formerly Sendinblue) | Startups/SMBs wanting good value | ~$25/month (free tier exists) | Affordable; core automation + SMS | Fewer enterprise features; less deep integrations |
| Customer.io | Product-led / tech/SaaS companies | ~$100/month | API-first; great for behaviour-based automation | Requires technical resources; not beginner-simple |
| Ortto | SaaS & data-driven growth companies | ~$29/month (free plan) | Journey builder + CDP features | Smaller ecosystem; newer product, so less maturity |
| Mailchimp | Startups and small businesses are starting automation | ~$13/month (free tier) | Very easy to use; fast setup | Limited depth of automation; pricing increases with contacts |
| Zoho Marketing Plus | All-in-one for small-to-mid teams | ~$25/marketer/month | Good value; unified marketing tools | May lack some advanced features compared to big players |
* Note: Pricing is approximate, for starting levels, and subject to change. Always check the vendor website for current pricing.
Frequently Asked Questions (FAQs)
Q1: What exactly is a B2B marketing automation platform?
A: It’s a software solution designed for business-to-business marketing operations. It helps marketers automate tasks like lead generation, nurturing, scoring, multichannel campaigns, and analytics, so you can engage other businesses more effectively and at scale.
Q2: When should a B2B company invest in marketing automation?
A: Key signs you’re ready include: you’ve identified a marketing channel working for you, you have a clear lead-nurturing process, the marketing and sales teams are aligned, you’re getting enough volume of leads to warrant automation, and you’re ready to measure results. Using automation before you’ve figured out your pipeline can lead to wasted investment.
Q3: What is the average cost of a marketing automation platform?
A: It varies widely. Some smaller tools start at under US $30/month; enterprise tools can cost US $1,000/month or more, depending on contacts, features, and seats. The number of contacts and complexity of the workflow are big cost drivers.
Q4: Can marketing automation replace human marketers?
A: Not fully. Automation handles repetitive tasks, workflow triggers, and data segmentation, but creative strategy, messaging, human empathy, and strategic planning still require human marketers. In fact, automating 80 % of tasks can free your team to focus on the 20 % that matters most (according to a recent B2B CMO case study).
Q5: What’s the difference between B2B and B2C marketing automation?
A: B2B marketing typically has longer sales cycles, multiple stakeholders, higher deal value, and needs lead scoring, account-based marketing, and integration with the sales pipeline. B2C tends to focus more on consumer personalization, e-commerce, and fast transactions. So B2B tools need features aligned with those workflows.
Q6: Is it better to choose one all-in-one platform or several best-of-breed tools?
A: It depends on your needs. All-in-one platforms (like HubSpot, Zoho) offer simplicity and unified data. Best-of-breed tools (like Customer.io, Klaviyo) may give depth in specific areas. If your team is small and needs simplicity, go unified. If you have specialized needs (product-led, large e-commerce, etc.), best-of-breed might fit better.
Conclusion:
As we move through 2025, the need for smart, efficient, and scalable marketing for B2B companies continues to rise. Choosing the right marketing automation tool isn’t just about picking a name you recognise — it’s about matching the platform to your business size, goals, tech stack, and growth strategy.
If you’re just starting out, tools like Mailchimp and Brevo offer affordable and easy entry points. As you scale, moving to platforms like ActiveCampaign or Klaviyo might give you more automation power without enterprise-level cost. For larger, mature B2B companies with complex needs, Marketo Engage, Salesforce Marketing Cloud Account Engagement, or HubSpot provide the depth and integrations required.
Start by understanding your marketing funnel, current tools, and business goals before choosing a platform. Evaluate usability, integrations, cost, and scalability — automation is powerful, but it works best with a clear strategy and human oversight. Use the comparison table and detailed tool profiles above to guide your decision.
By selecting the right tool now and using it to align marketing and sales, automate the right tasks, and measure the right metrics, you set up your business for smarter growth — one that is sustainable, efficient, and measurable.
