Top 12 B2B Marketing Automation Platforms for 2026

What is B2B marketing automation?

B2B marketing automation is software that runs your marketing campaigns without manual work. This means the platform sends emails, scores leads, and tracks buyer behavior automatically while you focus on strategy and creative work.

The difference from consumer marketing tools comes down to how businesses buy. B2B deals involve multiple decision makers, longer sales cycles, and higher price points. Your automation needs to handle committee-based buying, not impulse purchases.

Modern platforms do more than schedule emails. They connect to your CRM, identify which accounts are researching solutions, and sync marketing activity with sales outreach. The goal is to move prospects through the funnel while giving your sales team the context they need to close deals.

Core capabilities include:

• Lead scoring: Ranks prospects based on fit and behavior so you know who to call first

• Email automation: Sends triggered sequences based on what prospects do, not arbitrary schedules

• Multi-channel orchestration: Coordinates email, ads, and web experiences from one workflow

• CRM sync: Updates contact records in both directions so marketing and sales see the same data

• Attribution reporting: Shows which campaigns drive pipeline and revenue, not just clicks

These features work together to eliminate manual tasks that slow down pipeline generation. You build the workflow once, then the platform executes it for every prospect who matches your criteria.

Best B2B marketing automation platforms compared

Here's how the top platforms stack up:

1. ZoomInfo Marketing

ZoomInfo Marketing runs on proprietary intent data and access to over 100 million company profiles with 500 million business contacts. You can build targeted audiences from verified data, run display advertising campaigns, and identify which companies visit your website. The platform connects directly to Salesforce, HubSpot, Marketo, and other marketing automation systems through native integrations.

The platform shows you which accounts are actively researching solutions in your category, then lets you build campaigns targeting those specific companies. GTM Workspace unifies your sales and marketing workflows so both teams work from the same account intelligence and engagement history. This eliminates the data disconnect that typically slows down pipeline generation.

ZoomInfo Marketing maintains GDPR, CCPA, and SOC 2 compliance certifications. Gartner and Forrester recognize the platform for B2B data intelligence and marketing automation capabilities.

Key Features:

• Intent-driven audience building from verified B2B contacts

• Display advertising and programmatic targeting across the web

• Website visitor identification that reveals company names

• Native CRM and marketing automation platform integrations

• Real-time data enrichment that fills in missing contact details

• Account-based marketing orchestration for buying committees

• Buyer signal tracking that shows research activity

Learn more about ZoomInfo Marketing

2. HubSpot Marketing Hub

HubSpot Marketing Hub combines email marketing, landing pages, social media, and analytics in one interface. The platform connects natively to HubSpot CRM and includes drag-and-drop builders for emails and landing pages. You can set up marketing automation workflows, score leads, and segment audiences without technical help.

The platform follows inbound marketing methodology with content management, SEO tools, and lead nurturing workflows built into the core product. You create automated workflows based on contact properties, behaviors, and lifecycle stages using a visual builder with if/then logic. This routes contacts through different nurture paths based on what they do.

HubSpot offers tiered pricing from a free version through Starter, Professional, and Enterprise plans. The platform includes social media scheduling, blog hosting, and conversion rate optimization tools alongside core automation features.

Key Features:

• Drag-and-drop email and landing page builders

• Marketing automation workflows with visual builder

• Lead scoring based on fit and engagement

• Social media management and scheduling

• SEO and content strategy tools

• Native CRM integration with shared data

• Reporting dashboards for campaign performance

3. Marketo Engage

Marketo Engage handles complex B2B campaigns, lead management, and account-based marketing for enterprise organizations. The platform manages multi-step nurture programs, advanced segmentation, and revenue cycle modeling. Marketo connects to Salesforce and Microsoft Dynamics through native integrations.

The platform includes multi-touch attribution modeling that tracks how different campaigns contribute to pipeline and revenue. Adobe Sensei AI powers content personalization, send-time optimization, and predictive audience segmentation. You can build scoring models that combine demographic fit with behavioral engagement signals.

Marketo supports event management, webinar integration, and mobile marketing alongside core automation capabilities. The platform handles multiple business units, languages, and currencies for global marketing organizations.

Key Features:

• Advanced lead scoring and nurturing programs

• Multi-touch attribution modeling across campaigns

• Account-based marketing tools for buying committees

• AI-powered personalization through Adobe Sensei

• Salesforce and Microsoft Dynamics integration

• Custom reporting and analytics dashboards

• Event and webinar management features

4. Salesforce Marketing Cloud Account Engagement

Salesforce Marketing Cloud Account Engagement is B2B marketing automation built on the Salesforce platform. The product shares data models, user interfaces, and reporting structures with Sales Cloud. Einstein AI provides lead scoring, engagement frequency optimization, and behavior prediction based on historical patterns.

The platform includes Engagement Studio for visual automation building and B2B Marketing Analytics for campaign performance tracking. You can create dynamic lists, progressive profiling forms, and landing pages without leaving the Salesforce environment. All prospect activity syncs to lead and contact records in real time.

Account-based marketing features help you coordinate outreach to buying committees. The platform eliminates data sync delays and duplicate record issues common with third-party integrations.

Key Features:

• Native Salesforce CRM integration with shared data model

• Einstein AI lead scoring and predictions

• Engagement Studio automation builder with visual interface

• B2B Marketing Analytics for campaign tracking

• Account-based marketing features for committees

• Landing pages and forms with progressive profiling

• Email marketing with personalization tokens

5. ActiveCampaign

ActiveCampaign combines email marketing, automation, and a built-in CRM for small and mid-sized businesses. The platform includes a visual automation workflow builder with conditional logic, split testing, and goal tracking. Sales automation features trigger tasks, deal updates, and notifications based on prospect behavior.

The platform offers predictive sending that uses machine learning to determine optimal send times for each contact. Site and event tracking captures on-site behavior and connects it to contact records. You can build automations that respond to form submissions, page visits, email clicks, and CRM field changes.

ActiveCampaign includes SMS marketing, attribution reporting, and integrations with other business tools. The platform handles both marketing and sales workflows in one system.

Key Features:

• Visual automation workflow builder with conditional logic

• Built-in CRM and sales automation features

• Predictive sending based on contact behavior

• Site and event tracking for on-page activity

• Lead scoring that combines fit and engagement

• SMS marketing alongside email campaigns

• Split testing for emails and automations

6. Oracle Eloqua

Oracle Eloqua handles complex, multi-channel campaign orchestration for enterprise B2B organizations. The platform manages advanced segmentation, lead scoring models, and integration with Oracle's broader marketing and data cloud. Eloqua coordinates multi-step campaigns across email, display advertising, and sales outreach based on prospect behavior.

The platform includes account intelligence features that aggregate contact-level engagement to the account level for ABM programs. You can build custom data objects, create custom scoring models, and design campaigns with dozens of decision points. The app marketplace provides hundreds of pre-built integrations and extensions.

Eloqua supports multiple business units, languages, and currencies for global marketing organizations. The platform handles high-volume email sending and complex data management requirements.

Key Features:

• Advanced segmentation and targeting capabilities

• Multi-step campaign orchestration across channels

• Lead scoring and profiling with custom models

• Account intelligence for ABM programs

• Sales and marketing alignment tools

• Extensive app marketplace with integrations

• Advanced reporting and analytics dashboards

7. Brevo

Brevo combines email marketing, SMS, chat, and CRM features in one platform with volume-based pricing. The platform includes marketing automation workflows, transactional email capabilities, and an API-first approach for developers. Brevo prices based on email volume rather than contact count.

The platform offers landing page builders, signup forms, and contact management alongside core email features. You can create automation workflows triggered by contact properties, email engagement, or website behavior. The transactional email API handles order confirmations, password resets, and other system-generated messages.

Brevo includes chat widgets, shared inbox features, and send-time optimization. The platform provides a free tier and scales pricing based on usage rather than database size.

Key Features:

• Email and SMS marketing in one platform

• Marketing automation workflows with triggers

• Transactional email and API for developers

• Landing pages and signup forms

• CRM and contact management features

• Chat and inbox features for support

• Send-time optimization based on engagement

8. Mailchimp

Mailchimp is an email marketing platform that has expanded into broader marketing automation, landing pages, and audience management. The platform provides an email campaign builder with hundreds of templates and Customer Journey Builder for automation. Mailchimp integrates with the Intuit ecosystem including QuickBooks.

The platform includes landing page and form builders, content studio for asset management, and basic CRM features for tracking customer interactions. You can create automated workflows based on purchase behavior, email engagement, and contact properties. The platform connects to e-commerce platforms like Shopify and WooCommerce.

Mailchimp offers a free tier for up to 250 contacts and 500 monthly email sends. The platform focuses on small businesses and solopreneurs building email marketing programs.

Key Features:

• Email campaign builder with template library

• Customer Journey Builder for automation workflows

• Audience segmentation based on behavior

• Landing pages and forms for lead capture

• Content studio and templates for assets

• Basic CRM features for contact tracking

• E-commerce integrations with major platforms

9. Klaviyo

Klaviyo is a marketing automation platform built for e-commerce with native integrations into Shopify, BigCommerce, and other commerce platforms. The platform uses purchase history, browsing behavior, and predictive analytics to drive personalized campaigns. Klaviyo tracks customer lifetime value, predicts next purchase dates, and segments audiences based on buying patterns.

The platform includes pre-built automation flows for abandoned cart recovery, post-purchase follow-up, and win-back campaigns. You can create dynamic product recommendations based on browsing history and purchase behavior. Email and SMS campaigns pull real-time product data, inventory levels, and pricing from connected e-commerce platforms.

Klaviyo provides revenue attribution that connects marketing activity to actual sales. The platform focuses on DTC brands and online retailers running lifecycle marketing programs.

Key Features:

• E-commerce platform integrations with real-time data sync

• Predictive analytics and customer lifetime value modeling

• Email and SMS automation for lifecycle campaigns

• Dynamic product recommendations based on behavior

• Segmentation based on purchase behavior and value

• Pre-built automation flows for common scenarios

• Revenue attribution showing campaign impact

10. Drip

Drip is an e-commerce marketing automation platform focused on lifecycle campaigns and customer engagement. The platform includes a visual workflow builder, pre-built playbooks for common e-commerce scenarios, and integrations with major e-commerce platforms. Drip tracks customer behavior across email, site visits, and purchases to build unified customer profiles.

The platform offers dynamic segmentation that updates in real time as customer behavior changes. You can create behavior-based automations triggered by cart abandonment, product views, or purchase milestones. Revenue dashboards show how campaigns contribute to sales and customer lifetime value.

Drip supports multi-channel campaigns that coordinate email, SMS, and on-site messaging. The platform connects to Shopify, WooCommerce, and other e-commerce systems.

Key Features:

• Visual workflow builder for automation design

• E-commerce playbooks for common scenarios

• Behavior-based automation triggers

• Dynamic segmentation that updates in real time

• Revenue dashboards showing campaign impact

• Multi-channel campaigns across email and SMS

• Shopify and WooCommerce integrations

11. Keap

Keap combines CRM, marketing automation, and payments in one system for small businesses. The platform includes email and text marketing, automation builder, and sales pipeline management. Keap focuses on solopreneurs and small teams automating client communication and sales follow-up.

The platform offers appointment scheduling, invoicing, and payment processing alongside marketing features. You can create automations that trigger based on deal stage changes, appointment bookings, or payment status. The built-in CRM tracks all customer interactions including emails, calls, and meetings.

Keap includes lead capture forms, landing pages, and reporting dashboards. The platform serves service businesses, coaches, and consultants who need marketing and business management in one tool.

Key Features:

• Built-in CRM for contact and deal management

• Email and text marketing campaigns

• Automation builder with triggers and actions

• Appointments and scheduling features

• Invoicing and payment processing

• Lead capture forms and landing pages

• Sales pipeline management and reporting

12. GetResponse

GetResponse offers email marketing, automation, landing pages, and webinar hosting in a single platform. The platform includes conversion funnel features that combine landing pages, email sequences, and payment processing. Webinar capabilities differentiate GetResponse by enabling live and on-demand presentations.

The platform provides email marketing with autoresponders, marketing automation workflows, and landing page builders. You can create conversion funnels that guide prospects from ad click through purchase. SMS marketing and e-commerce tools support online retailers.

GetResponse includes A/B testing, analytics, and integration with major business tools. The platform focuses on content marketers and businesses using webinars for lead generation.

Key Features:

• Email marketing and autoresponders

• Marketing automation workflows with visual builder

• Landing page builder with templates

• Webinar hosting for live and on-demand events

• Conversion funnels combining pages and sequences

• SMS marketing alongside email campaigns

• E-commerce tools and integrations

How to choose a B2B marketing automation platform

Your platform choice depends on company size, existing tech stack, marketing complexity, and budget. Match capabilities to actual workflow needs rather than chasing feature lists that sound impressive but won't get used.

Data quality and integration depth

Data accuracy matters more than feature counts. Poor data quality undermines every campaign regardless of how sophisticated your automation workflows are. Evaluate how platforms handle data enrichment, CRM synchronization, and bidirectional updates.

Key considerations:

• Does the platform enrich leads with firmographic and contact data automatically?

• How does it sync with your CRM in real-time versus batch updates?

• What data hygiene and deduplication features prevent duplicate records?

Lead scoring and qualification capabilities

Lead scoring separates platforms that just track activity from those that identify ready-to-buy prospects. Basic scoring counts email opens and clicks. Advanced scoring combines behavioral engagement with demographic fit and intent signals to predict conversion likelihood.

Key considerations:

• Can you customize scoring models based on your ideal customer profile?

• Does scoring incorporate both engagement metrics and fit criteria?

• How does the platform handle score decay when prospects go quiet?

Multi-channel campaign support

True multi-channel orchestration coordinates email, display ads, and web experiences from a single workflow. Bolted-on features that require separate campaign builds for each channel create more work instead of less. Evaluate whether the platform treats channels as connected touchpoints or isolated silos.

Key considerations:

• Can you coordinate email, display, and social from one workflow?

• Does the platform support account-based advertising to target specific companies?

• How does attribution work when prospects engage across multiple channels?

Reporting and revenue attribution

Analytics capabilities range from basic campaign metrics to multi-touch attribution and revenue impact reporting. You need to prove ROI and optimize spend allocation. Platforms that only report opens and clicks leave the revenue connection unclear.

Key considerations:

• Can you tie marketing activity directly to pipeline and closed revenue?

• What attribution models does the platform support beyond last-touch?

• How customizable are dashboards and reports for different stakeholders?

Scalability and enterprise readiness

Growing teams hit limits on contacts, emails, or workflow complexity faster than expected. Evaluate whether pricing scales linearly or jumps at arbitrary tiers. Enterprise features like SSO, audit logs, and role-based permissions become critical as teams grow.

Key considerations:

• What are the hard limits on contacts, emails sent, or active workflows?

• Does pricing scale linearly with usage or jump at specific tiers?

• What security and compliance certifications does the platform maintain?

Why choose ZoomInfo for B2B marketing automation

ZoomInfo Marketing combines proprietary B2B data with intent signals and native integrations to deliver precision targeting backed by accurate, verified data. The platform serves B2B teams that need to identify in-market accounts and build campaigns from reliable contact information.

Key differentiators:

• Intent-driven targeting: Reach accounts actively researching solutions in your category based on web behavior

• Verified B2B data: Build audiences from accurate, continuously refreshed contact and company records

• Sales and marketing alignment: Unified data layer connecting marketing campaigns to sales execution

• Enterprise-grade compliance: GDPR, CCPA, and SOC 2 certified for data handling

Talk to our team to see how ZoomInfo Marketing can improve your targeting and campaign performance.

Frequently asked questions

How does B2B marketing automation differ from B2C marketing automation?

B2B marketing automation focuses on longer sales cycles with multiple stakeholders and account-based strategies, while B2C automation emphasizes individual consumer behavior and transactional triggers.

How do marketing automation platforms integrate with CRM systems?

Marketing automation platforms sync lead and account data with CRMs through native integrations or APIs, enabling bidirectional updates on contact records, lead scores, and campaign engagement in real time.

What is lead scoring in B2B marketing automation?

Lead scoring assigns numerical values to prospects based on their demographic fit and behavioral engagement, helping you prioritize which leads to hand off to sales first.

How long does marketing automation platform implementation take?

Implementation timelines vary from a few weeks for basic setups to several months for enterprise deployments with complex integrations, data migrations, and custom workflows.

Can small businesses benefit from B2B marketing automation?

Small businesses use marketing automation to scale personalized communication, nurture leads without adding headcount, and compete more effectively with larger competitors through better targeting.

What role does intent data play in marketing automation platforms?

Intent data identifies accounts actively researching topics related to your solutions, enabling you to prioritize outreach and personalize campaigns based on real buyer signals rather than guesswork.