Category
Marketing automation software: what they are and who makes them
HubSpot Marketing Hub, ActiveCampaign, Brevo and 5 more, sorted into types, with the company behind each and where it is based.
Types of marketing automation software
All-in-one suites with a built-in CRM
HubSpot and ActiveCampaign put contacts, deals, forms, landing pages and automation in one account. You pay by contact tier and seat, and sales sees the same records as marketing. This fits companies that have no CRM yet or want to retire a patchwork of connectors.
B2B enterprise automation
Adobe Marketo Engage and Salesforce Marketing Cloud Account Engagement (formerly Pardot) target long sales cycles, lead scoring and account-based programs. Both assume a CRM sync, an admin or agency, and a budget that starts well above small-business tools. Expect a long implementation before the first campaign ships.
Event-driven messaging for products
Customer.io and Braze trigger email, push, in-app and SMS from events inside an app or site. They suit subscription and consumer apps where the message depends on behavior in the last hour, and less so teams running quarterly campaigns. They fit apps, not newsletters.
Value-priced multichannel platforms
Brevo and Ortto combine email, SMS and automation with a lower entry cost. Brevo prices mostly by email volume, which helps list-heavy senders, and Ortto bundles a customer data layer with its journey builder for SaaS-style teams. Both suit teams that outgrew a basic sender but are not ready for enterprise contracts.
Facts at a glance
| Tool | Publisher | Based in | Access |
|---|---|---|---|
| HubSpot Marketing Hub | HubSpot, Inc. | United States | Free tier + API |
| ActiveCampaign | ActiveCampaign, LLC | United States | Trial + API |
| Brevo | Brevo | France | Free tier + API |
| Customer.io | Customer.io | United States | Trial + API |
| Ortto | Ortto | Australia | Trial + API |
| Salesforce Marketing Cloud Account Engagement | Salesforce, Inc. | United States | Paid + API |
| Adobe Marketo Engage | Adobe Inc. | United States | Paid + API |
| Braze | Braze, Inc. | United States | Paid + API |
