Digital marketing has become the essential ally of any small or medium-sized business. Only through marketing systems can smaller businesses and websites reach a large audience and grow consistently while generating an impact on their brand. But not all companies have the same possibilities or budgets for marketing, so new marketing automation tools have emerged to be able to do great things without the need for huge teams or teams fully dedicated to it.
Marketing automation through platforms has become an almost mandatory resource for any SME. These tools allow implementing multichannel strategies and maintaining the quality of the customer experience thanks to automation and personalization of communications. There are different marketing automation software worldwide, and the choice of the best tool depends on the goals and strategies of each company.
From MarTech Tools we have analyzed the most competitive platforms to automate B2B and B2C processes without losing your mind (or the budget). In this article we will talk about which ones are more focused on campaigns, CRM, complete workflows, etc. so you can choose the one that best fits your workflow. But they all have something to offer small and medium businesses.
Which option to choose?
Why does your company need a B2B marketing automation tool?
Usually, SMEs cannot afford to have an entire team dedicated to marketing. Much less one capable of managing campaigns, nurturing leads, scoring opportunities, optimizing sales processes, or keeping the CRM updated daily. That is why automation, especially in email marketing campaigns, is not just an advantage but has become a strategic necessity that can grow your business. Automation tools allow you to create campaigns, landing pages, and social media posts easily, facilitating comprehensive digital marketing management.
B2B automation platforms allow you to create drip campaigns, qualify leads based on their behavior, manage prospects, and facilitate the conversion of prospects into customers, as well as synchronize all this data with the sales team without losing a minute. These tools also automate email sending, essential in workflows to nurture and segment audiences, and help motivate user actions on the landing page, such as completing a form or making a purchase. This way, you can carry out a professional work process with minimal effort. Additionally, they are easy to use and intuitive. Among their most valued features are:
- Multichannel automated flows.
- Lead generation, scoring, and segmentation.
- Direct integration with CRMs.
- Forms, emails, landing pages without typing a single line of code.
- Automations with custom triggers.
- Automation of posts and scheduling of content publication on social media.
- Scalability as the team grows.
After conducting an in-depth analysis, we have reached a Top 10 list that clearly shows which are the best tools in this sector suitable for an SME. Easily taking the number 1 position is ActiveCampaign, the leading platform in the sector. But there are many others to consider.
Comparative Table: The 10 Best Marketing Automation Tools in 2025
| Position | Platform | Price per user (€/month) approx. | Ideal for |
|---|---|---|---|
| 1 | ActiveCampaign | €27 | Total B2B automation |
| 2 | HubSpot Marketing Starter | Approx. €18.50 (up to 1,000 contacts) | B2B startups |
| 3 | GetResponse | €17.50 | Webinars and B2B funnels |
| 4 | Brevo (Sendinblue) | From €0 to €23 | B2B with low budget |
| 5 | Zoho Marketing Plus | €32.20 | Teams using Zoho |
| 6 | Mailchimp Standard | €18.50 (up to 500 contacts) | Marketing with newsletters |
| 7 | SharpSpring (Constant Contact) | €415 unitary | B2B sales teams |
| 8 | EngageBay | From €0 to €13.80 | All-in-one for microSMEs |
| 9 | BenchmarkONE | €45 | Consultants and agencies |
| 10 | Keap (Infusionsoft) | €118.50 | SMEs prioritizing sales |
1. ActiveCampaign: Total marketing automation with the market-leading option
ActiveCampaign takes the top spot not only due to its popularity, which has allowed it to have more resources than its competitors, but also because of its unique options in the market. Thanks to its powerful combination of CRM, lead scoring, multi-branch automations, and advanced segmentation, it integrates everything into a single solid platform. Advanced segmentation allows the platform to respond to user behaviors, such as opening an email or visiting a page, to personalize and optimize marketing campaigns. Additionally, it is reliable automation software with real scalability, making it a great option for companies of any size.
What we like most:
- Integrated CRM with lead scoring within the platform.
- Visual automations without limits, characterized by simplicity and clarity.
- Highly advanced behavioral segmentation and web event management.
- Email sending, SMS, and other communication channels.
- Functional technical support and a very active community to resolve doubts and complaints.
What we like least:
- It can be overwhelming at first due to its complexity, although you eventually get the hang of it.
- Limited email marketing templates in the basic plan. You need higher-tier options for more specialization.
Plans and pricing:
From €27 per month, although it greatly depends on the company’s scalability.
2. HubSpot Marketing Starter: Perfect for starting without complications
HubSpot is synonymous with ease in marketing automation. It is a marketing automation tool that allows you to automate tasks such as email marketing, campaign management, and audience segmentation. Its Starter plan offers the essentials for any small team that needs the basics but in a functional way. It includes forms, CRM, basic automations, and landing pages. It is ideal for marketers and startups who want order without spending too much, although it is not meant for demanding too much.
What we like most:
- Includes native CRM at no extra cost.
- Immediate integration with email and web, hassle-free.
- Templates and a very intuitive drag & drop editor.
- Useful reports even for the platform’s basic plan.
What we like least:
- The Pro plan has many features that other plans do not include. Also, this plan falls behind other competitors functionally.
- Contact limit is clear, which may cause many companies to be left behind.
Plans and pricing:
- From €18.50 per month for up to 1,000 contacts.
3. GetResponse: Webinars and automations for brands seeking simplicity and growth
GetResponse is one of the most versatile software in the marketing automation market and is a perfect tool for companies looking for other types of marketing functions beyond the usual, such as webinars and advanced landing pages. It features a powerful Artificial Intelligence system that lets you choose the best times for each send, and also includes powerful automations that rival other alternatives.
What we like the most:
- Integrated webinars within the same platform panel, without needing it as a separate service.
- AI for campaign optimization very developed, with advanced functionalities.
- Lightweight CRM yet functional, for simple solutions.
- Automated funnels ready to use.
What we like the least:
- The most advanced automations are only available in the higher-priced plans.
- The integrated CRM may fall short if you need to manage complex flows or integrate with external tools.
Plans and prices:
From €17.50 per month on the basic Email Marketing plan.
4. Brevo (Sendinblue): Affordable Automation for Tight Budgets
Brevo, the customer data platform formerly known as Sendinblue, is one of the few platforms that combines automation, CRM, and SMS marketing in a free plan. It allows you to collect and analyze relevant information about contacts and campaigns, helping to optimize strategies and personalize the customer experience. It is ideal for SMEs starting out with automation who want quick results without compromising their budget. Additionally, the interface is clear and workflows can be created within minutes.
What we like most:
- Functional free plan with very useful basic tools (emails, segmentation, CRM, and workflows).
- Ability to combine email and SMS campaigns from a single automated flow.
- Modern interface and very intuitive even for beginners.
- Visual CRM with pipeline and integrated tasks, ideal for small businesses that don’t have their own yet.
- Good behavioral segmentation and tagging features.
What we like least:
- The CRM is too basic if your sales team needs reports, insights, or more complex workflows.
- Automations are limited in the number of conditions and branches unless a higher-tier plan is purchased.
Plans and pricing:
From €0 in the free plan up to €23/month, depending on features and contact volume.
5. Zoho Marketing Plus: Complete marketing centralization for those using the Zoho ecosystem
Zoho Marketing Plus is the ideal operations center for those who already use other tools from the Zoho ecosystem (such as CRM, Desk, or Campaigns). It allows centralizing all marketing actions —from emails to webinars and analytics— under a single panel, with visual automated workflows and high customization. Thanks to its automation, it helps maintain quality in the customer experience, ensuring personalized and efficient communications without losing service excellence. In this way, it allows you to unite all-in-one in an unbeatable way when it comes to marketing.
What we like most:
- Perfect integration with Zoho CRM, Desk, and other suite tools.
- Creates multichannel flows that combine email, social media, notifications, and more.
- Modular interface for teams, with customizable dashboards by department.
- ROI analysis and campaign performance included from the base plan.
- Access to training, resources, and support in multiple languages within the Zoho community.
What we like least:
- If you don’t already use other Zoho tools, the learning curve is quite steep and it can feel like a closed ecosystem without alternatives.
- The interface, although functional, is not as attractive or intuitive as that of more modern platforms.
Plans and pricing:
From €32.20 per month, depending on each company’s needs.
6. Mailchimp Standard: Basic automation but ideal for email marketing
Mailchimp remains synonymous with email marketing. Additionally, it facilitates the creation, editing, and automated sending of emails in digital marketing campaigns. Therefore, although its Standard plan already includes multi-step automations, behavior-based segmentation, and advanced targeting, above all it is a perfect tool for those who base their marketing strategy on email. It is a good option for companies that make newsletters their main contact channel, but it needs improvements in its CRM to be truly competitive in complex B2B environments.
What we like most:
- Visual journey builder easy to use and quite flexible for simple campaigns.
- Very good functions for segmentation, tags, and A/B testing, even in the Standard plan.
- Template library well designed and adaptable for different sectors.
- Good compatibility with ecommerce and various content tools.
- Extensive documentation and community, perfect for solving doubts without relying on support.
What we like least:
- The CRM is very limited: it does not include scoring or advanced automation of sales stages.
- The price rises quickly if your contact database grows.
Plans and pricing:
From €18.50/month (up to 500 contacts).
7. SharpSpring by Constant Contact: A powerful automation CRM, but not very accessible for small businesses
SharpSpring is a platform that offers a CRM included automation service for large and demanding sales teams. It also facilitates and optimizes sales processes through automation, allowing companies to improve conversion and close sales efficiently. It is designed to manage pipelines, automate complex actions, and track every interaction with potential clients. However, its price makes it difficult to justify for small teams. It is intended for large companies.
What we like most:
- Advanced automations that allow complex branching, lead scoring, and conditional events.
- Powerful sales CRM with customizable reports and dashboards.
- Tracking of web and email behavior with a high level of detail.
- Great third-party tool integration via API.
- Professional interface designed for collaborative teams.
What we like least:
- High price for small companies or with few active users.
- Not very intuitive. Requires an initial investment in training or additional consultancy.
Plans and pricing:
From €415 per month.
8. EngageBay: An all-in-one alternative for small businesses and freelancers
EngageBay is one of the highest-rated platforms by startups, micro-businesses, and freelancers dedicated to marketing, as it offers CRM, email marketing, automations, landing pages, and even customer support service all in one place and in a very easy-to-use way. It is affordable, functional, and easy to learn, although not very scalable.
What we like the most:
- Its free version is very complete, with simple automations and functional CRM.
- Includes features uncommon at this price range: landing pages, chat, help desk, and pop-up forms.
- Segmentation, tags, and sequences easy to create. Ideal for small teams that don’t need thousands of integrations.
What we like the least:
- External integrations are very limited (Slack, Zapier, etc.).
- The visual flow editor may fall short for advanced users.
Plans and pricing:
From €0 on its free plan up to €13.80/month, depending on volume and modules.
9. BenchmarkONE: A tool designed for consultants and agencies seeking simplicity and to get straight to the point
BenchmarkONE (formerly known as Hatchbuck) is a tool designed for professionals who manage one-on-one relationships, such as coaches, agencies, and consultants. It also facilitates the management and tracking of prospects in marketing campaigns, allowing the optimization of lead capture and conversion. In this way, it combines email marketing with CRM and simple automations, without the complexity of larger platforms but also without their greater advantages.
What we like most:
- It has a CRM based on tags, stages, and tasks, perfect for personalized and easy-to-understand flows.
- Good integration with calendars and external forms.
- Simple automations that work well in 1:1 campaigns.
- Close support, easy to contact even from the basic plan.
What we like least:
- Does not allow the automation of ad campaigns nor connection with social platforms.
- Not ideal for companies that require multichannel marketing at a large scale. It falls very short.
Plans and pricing:
From €45/month in the Essentials plan.
10. Keap: A powerful and flexible platform, but too expensive for SMEs
Keap, formerly known as Infusionsoft, is a veteran tool in sales and marketing automation, with many years in the industry and operating with multinationals worldwide. Additionally, Keap integrates various automation tools that optimize marketing and sales processes, enhancing efficiency and personalization in campaigns. Therefore, it is designed for teams that already have defined processes and need a platform that unifies everything. It has CRM, forms, invoicing, landing pages, and very deep automations. But all of that comes at a significant cost.
What we like the most:
- Customizable sales pipelines, with tasks, reminders, and associated automations.
- Visual campaign editor with advanced logic and multiple conditions.
- Great capacity to integrate email, forms, ecommerce, and payment into a single flow.
- Ideal for service companies, coaches, and trainers with a mid-to-high budget. Not for beginners.
What we like the least:
- High price, especially if your contact base is small.
- Some advanced features (such as reporting) are only available in the more expensive plans.
Plans and pricing:
From €118.50/month (Lite plan), depending on the needs of each company.
DLP and Threat Protection Tools for SMEs That We Do Not Recommend
While there are many alternatives on the market and some that have not made it to our ranking may be equally interesting, it is true that there are options we have excluded from the list. Why? Simply put, they do not meet the current standard in marketing service automation. These are two options that we do not recommend in 2025:
Pardot: too much for beginners
Pardot is one of the most comprehensive platforms on the market and is part of the Salesforce ecosystem, which gives it enormous potential in automation, personalization, and reporting. But it is also, by far, one of the most expensive and complex solutions. It is not a “plug & play” platform: it requires integration, deep configuration, and in most cases, a technical or external team to get it up and running.
Marketo Engage: enterprise automation, but not for every budget
Marketo is another platform that always appears in market leader rankings… and for good reason: it is designed for large corporations. Its functionalities are nearly endless: advanced personalization, dynamic lead scoring, multichannel campaigns, AI-based automation, ABM (Account-Based Marketing)… But all this comes with a price and complexity that are hard to bear for a small business.
Which option to choose?
In summary, what is the best marketing automation software for your company?
As we often say in this type of comparison, the best solution is completely different for each company. Where some need a powerful CRM, others look for a simple solution and a functional interface that makes life easier. Therefore, it’s not that one option is better than another… but having said that, without a doubt the most complete one is ActiveCampaign.
This platform holds our number 1 spot for solid reasons: it is a complete, flexible tool, with a functional CRM, advanced workflows, and an ecosystem in constant improvement. If you’re looking for depth in automation without paying a fortune, it’s a safe bet.
But no option is far behind. If you need to get started without complications, with a low cost and quick results, HubSpot Starter or GetResponse are great candidates. For low-budget options, it might be better to try Brevo or EngageBay, which offer many free features and grow with you. And if you are already working with Zoho, the best option may be to stay in your ecosystem with Zoho Marketing Plus, which will make everything easier.
In short, the most recommendable thing is to try the available free trials or trial versions, and then decide for yourself what best suits your ideas.