With the increasing complexity of campaigns and the volume of customer data from various sources, relying on manual processes is no longer practical. Campaigns get delayed, leads slip through the cracks, and your team ends up spending more time managing tools than executing strategy.
Fortunately, the right marketing automation platform can help you to streamline campaigns, enhance targeting, and scale with your business. This guide will walk you through the top enterprise marketing automation tools built to handle growth, complexity, and the fast pace of modern marketing—no fluff, just clear insights on what each platform does well and where it might fall short.
What is Marketing Automation Software?
Marketing automation software is a type of software that automates repetitive marketing tasks and workflows. Think of it as your behind-the-scenes marketing assistant that nurtures leads, sends personalized emails, tracks customer behavior, and scores prospects, allowing you to focus on strategy and growth.
These platforms can automate email sequences, segment audiences based on their behavior, trigger campaigns across multiple channels, and provide insights into what works and what doesn't. The best ones integrate with your CRM, sales tools, and other business systems to create a seamless experience for both your team and your customers.
What Are the Core Functions of Marketing Automation Tools?
Most enterprise marketing automation tools handle several core functions that help you scale efficiently:
- Lead nurturing - Automatically sending targeted content and emails based on where prospects are in their buyer journey
- Lead scoring - Assigning values to leads based on their behavior, engagement, and fit with your ideal customer profile
- Email marketing - Creating and sending personalized email campaigns, drip sequences, and triggered messages
- Multi-channel campaigns - Coordinating marketing efforts across email, social media, web, and other channels
- Customer segmentation - Organizing your audience into targeted groups based on demographics, behavior, or engagement
- Analytics and reporting - Tracking campaign performance, ROI, and customer journey metrics
- CRM integration - Syncing marketing and sales data to provide a complete view of each prospect and customer
- Workflow automation - Setting up complex marketing processes that run automatically based on triggers and conditions
The Best Scalable Enterprise Marketing Automation Tools
1. Zapier
- Starter costs $19.99 per month (billed annually) with 750 tasks and multi-step Zaps.
- Professional plan is $69 per month (billed annually), offering unlimited Zaps, 2,000 tasks, and advanced features like custom logic.
- Enterprise pricing is available on request.
Zapier is a no‑code automation platform that connects thousands of apps so teams can automate repetitive workflows without engineering work. With a visual builder for multi‑step Zaps, conditional paths, and web hooks, it’s optimized for stitching together CRMs, marketing tools, forms, and e-commerce platforms into reliable, readily available data flows.
- Easy to use with a simple and intuitive interface.
- An abundance of integration options spanning thousands of apps.
- Suitable for both small businesses and enterprises.
- Regularly updated with features and app integration.
- Limited error handling in automation.
- Continuous price increases despite no new features or automation capabilities.
User Reviews
Users consistently highlight Zapier’s straightforward interface and its ability to connect a wide range of apps, making automation accessible without requiring code. Many appreciate how it has streamlined their daily workflows by linking different tools, freeing up time to focus on more strategic priorities. However, some users report occasional issues with automation errors and limited error handling, which can disrupt workflows if not closely monitored.
Small businesses that want to consolidate their marketing and sales tools into one affordable platform without the complexity of enterprise solutions. Marketers and operations teams who want to automate repetitive tasks across different apps, without writing code.
2. Omnisend
Omnisend's payment tiers fall on a spectrum, including international SMS credits and other criteria. Visit their pricing page to view all the information on their subscription plans.
- Free: The free plan is ideal for new businesses or those who want to try the program before committing to a monthly payment. The free plan offers 500 emails per month to up to 250 contacts. It also allows up to 50 product reviews
- Standard: The lowest-tier plans cost $16/month, with 500 contacts (6,000 emails) and 60 international SMS messages. The highest-tier option includes 50,000 contacts and 600,000 emails for $413/month.
- Pro: The lowest-tier plan starts at $59/month with 500 contacts (unlimited emails) and 3,540 SMS messages. The highest-tier includes 50,000 contacts with unlimited emails for $715/month.
Pay 3 months upfront to save 30%
Omnisend is a pragmatic, e-commerce-focused marketing automation platform popular with Shopify users and other online-exclusive stores. Recognized as Emailtooltester’s Best Email Marketing Tool for Ecommerce (2025), it combines email, SMS, web push notifications, discount coupon codes, and plug-in product blocks into a single, cohesive system—offering high-value features for merchants looking to boost conversions.
That said, there are a few trade-offs. Deliverability rates may not be as strong as some competitors, and reporting updates come in daily rather than in real-time. Still, for teams that want out-of-the-box automation and native integrations with Shopify, WooCommerce, BigCommerce, and Wix, Omnisend remains a top contender in the e-commerce marketing space.
- Quick and helpful responses, available 24/7.
- Offers efficient automation workflows and effective list targeting.
- User-friendly interface.
- Provides click maps, conversion tracking, live dashboards, and built-in A/B testing tools.
- Offers generative AI tools.
- Native connections with major e-commerce platforms (Shopify, WooCommerce, BigCommerce, Wix).
- Costs can escalate quickly.
- Businesses without online stores may find it less suitable.
User Reviews
Users of Omnisend praise its user-friendly interface and powerful automation workflows, which simplify campaign management even for those with limited technical skills. The platform’s smart segmentation enables the delivery of highly personalized content, enhancing audience engagement.
However, some users note that costs can rise quickly as contact lists grow, and the platform may be less suitable for businesses without an online store.
E-commerce businesses and marketing teams after an intuitive platform to automate and personalize email, SMS, and multi-channel campaigns efficiently.
3. Pulse
- Starter is Pulse's entry plan, priced at $49/month (billed annually). It offers access to all core modules; one user is included (additional users are available for $15/month).
- Growth is $119/month, and it supports up to 3 users.
- Pro plan is $199 per month and supports up to 5 users and 10,000 contacts.
Pulse is an all-in-one CRM, sales, and marketing automation platform built specifically for small businesses. Its core philosophy is performance and efficiency: instead of piecing together multiple tools or relying on niche, technical expertise, Pulse delivers everything in one streamlined, intuitive hub.
From email marketing and CRM to lead management, quoting, automation, and reporting, Pulse brings the essentials together in a single dashboard. Users don’t just save time—they see results, with Pulse reporting email open rates as high as 83%.
Unlike many platforms that lock advanced tools behind tiers or upgrades, Pulse provides full access from day one. Small teams gain enterprise-level capabilities without hidden costs or added complexity, empowering them to manage the entire customer journey—from initial lead to repeat business—with less friction and greater impact.
- All-in-one platform eliminates the need for multiple tools.
- No contracts required, cancel anytime.
- User-friendly interface designed for non-technical users.
- Competitive pricing starting at $49/month.
- Comprehensive feature set including quoting and e-signatures.
- Good integration options via Zapier, Make, and API.
- Relatively new platform with a smaller user base.
- Fewer native integrations than established competitors.
- May lack some specialized features of dedicated tools.
User Reviews
As a relatively new platform, user reviews are still being built, but early adopters appreciate the simplicity and the fact that they can consolidate multiple tools into one platform.
Small businesses, in particular, appreciate the no-contract approach and straightforward pricing.
4. Hubspot
- Marketing Hub Pro starts at $890/month and includes 3 core seats and 2,000 marketing contacts.
- Marketing Hub Enterprise starts from $3,600/month with 5 core seats and 10,000 marketing contacts.
HubSpot is an all-in-one marketing automation designed to support inbound marketing strategies with tools for email marketing, lead management, CRM integration, content creation, and analytics. Its standout features include a comprehensive CRM system, intuitive drag-and-drop campaign builders, and advanced segmentation capabilities.
HubSpot’s unique strength lies in its integration of marketing, sales, and service tools within a single platform, fostering alignment across teams. Best suited for enterprises and growing businesses focused on generating leads and engaging customers through personalized campaigns. HubSpot’s scalable pricing and extensive ecosystem make it a dependable choice for organizations seeking a unified marketing solution.
- Intuitive and easy-to-use interface.
- Offers an all-in-one platform combining marketing, sales, and service tools.
- Integrates with numerous third-party applications.
- Strong lead management and nurturing features that help improve conversion rates.
- Helpful and responsive customer support and extensive online resources.
- Suitable for both small businesses and enterprise brands.
- Efficient automation workflows that save time and reduce manual work.
- Frequent updates and improvements.
- The user interface is sometimes buggy.
- Pricing can scale quickly for advanced features.
User Reviews
Users of HubSpot praise its intuitive and user-friendly interface, highlighting how it effectively combines marketing, sales, and service tools into a single platform. Many appreciate its strong lead management and nurturing features that help improve conversion rates. Reviewers also note the extensive integrations and responsive customer support as major benefits. However, some users mention that lead scoring can be complex and that the platform's pricing may be high for smaller businesses.
Growing businesses, startups, and mid-sized to enterprise-level companies that want an all-in-one platform for marketing, sales, customer service, and CRM, without needing to stitch together multiple tools.
5. Eloqua
- The Basic plan costs $2,000 per month, while the Standard plan costs $4,000 per month.
- For the Enterprise plan, contacting sales is needed.
Oracle Eloqua is a solid choice for those looking for a powerful marketing automation platform that can manage complex campaigns across multiple channels. What’s great about Eloqua is its AI-driven tools that help you zero in on the right audience with precise segmentation. Additionally, it enables you to create dynamic, personalized content that works effectively across various channels, including email, web, social media, and more. It also integrates seamlessly with CRM and sales systems, allowing your marketing and sales teams to stay in sync without hassle.
Eloqua balances powerful capabilities with scalability, accommodating the needs of larger organizations without compromising performance. Its security measures and extensive integration options provide peace of mind for enterprises managing sensitive data. If your goal is to deliver personalized, data-informed marketing at scale, Eloqua offers a solid foundation to build on.
- Efficient tools for managing and running marketing campaigns across multiple channels.
- Smart audience segmentation that uses behavior and demographic info.
- Personalized content delivery at scale.
- Automated campaign execution that covers email, social media, web, and mobile platforms.
- Smooth integration with popular CRM systems like Salesforce and Oracle CX Cloud.
- Advanced customization and integrations often require technical skills.
- Third-party integrations may require middleware or custom coding to work smoothly.
User Reviews
Users of Oracle Eloqua appreciate its powerful capabilities for managing complex marketing campaigns across multiple channels. Many highlight the platform’s advanced segmentation and targeting features. The automation workflows are praised for helping streamline marketing processes, saving time, and reducing manual effort.
However, some users note that Eloqua has a steep learning curve, especially for those new to marketing automation platforms. The interface can feel complex, and setting up advanced campaigns often requires technical expertise.
Large enterprises and B2B organizations that run complex, multi-stage marketing campaigns and need deep lead management, advanced segmentation, and sales alignment.
6. Brevo
Brevo's pricing increases alongside email volume.
- Starter is $9 per month and includes 5,000 emails for unlimited contacts.
- Enterprise uses custom pricing, available upon request.
Brevo (formerly Sendinblue) is a budget-friendly, multi-channel enterprise marketing solution for small to medium-sized businesses. It merges email, SMS, WhatsApp, and transactional messaging into a single, intuitive interface, allowing teams to run campaigns without encountering technical hurdles.
Key features include a drag-and-drop email builder, audience segmentation, automation workflows, and comprehensive reporting. Flexible pay-as-you-go pricing makes it especially accessible for startups and SMBs.
Drawbacks are that customization options are limited, and there’s no native social media scheduling—though third-party integrations can fill the gap. Overall, Brevo offers a straightforward, cost-effective way to engage customers across multiple channels while keeping marketing operations simple and efficient.
- Easy to use with an intuitive interface.
- Excellent customer support.
- Good value for the price, especially for small to medium businesses.
- Flexible and scalable plans.
- Clear pricing.
- Can handle a lot of different campaigns.
- Occasional technical glitches.
- Reporting and analytics could be more detailed.
User Reviews
Its user-friendly and intuitive interface is what its users praise most. Many appreciate the platform’s excellent customer support, which is highlighted by its quick and helpful responses that efficiently assist in resolving issues. While the reporting and analytics features are useful, a number of users express a desire for more detailed and advanced insights to better measure campaign performance and ROI.
Affiliate marketers, advertisers, and agencies need to optimize and monetize web traffic.
7. Adobe Marketo Engage
- It offers four plans: Growth, Select, Prime, and Ultimate. Pricing is customized based on factors such as database size, required features, and contract length.
Adobe Marketo Engage is a comprehensive marketing automation platform designed for enterprise marketers to create personalized, data-driven campaigns across multiple channels. It offers advanced lead management, predictive analytics, account-based marketing, and integration with CRM systems.
Marketo’s strength lies in its comprehensive analytics and AI-driven insights, which empower marketers to optimize campaign performance and enhance customer engagement. Ideal for large organizations focused on nurturing leads and driving revenue through sophisticated marketing strategies.
With extensive customization options and a strong partner ecosystem, Marketo Engage is a powerful platform for enterprises seeking scalable and intelligent marketing automation.
- Ideal for large volumes of data and multi-step campaigns.
- Offers robust lead scoring, segmentation, and nurturing tools.
- Syncs with Salesforce, Microsoft Dynamics, and Adobe ecosystem tools.
- Provides in-depth performance tracking, attribution, and campaign metrics.
- Includes email, forms, landing pages, ABM, and analytics all in one platform.
- Users find the platform overwhelming and technical.
- Occasional sluggishness.
User Reviews
Many users appreciate its powerful automation capabilities and comprehensive feature set for managing complex marketing campaigns. Many highlight the platform's ability to handle advanced lead management, personalized campaigns, and account-based marketing strategies effectively.
Some users also note that the platform can have a steep learning curve, especially for those new to marketing automation. The user interface is sometimes described as less intuitive, which can slow down onboarding and daily use.
Mid-sized to large B2B companies and enterprise marketing teams that need powerful tools to manage complex, multi-touch customer journeys, especially those focused on lead generation, nurturing, and account-based marketing (ABM).
8. Customer.io
- Paid plans start at $100 per month for up to 5000 profiles with unlimited messaging across email, SMS, and push notifications.
- The Premium plan starts at $ 1,000 per month, billed annually.
- For the Enterprise plan, you can contact their sales team.
Customer.io is a customer engagement platform specializing in behavior-based messaging and automation. Key features include real-time event tracking, multi-channel messaging (email, SMS, push notifications), and flexible workflow automation.
Its ability to deliver personalized, timely messages that truly respond to how users behave is what sets it apart from other tools. It’s a solid choice for product teams and marketers who want to craft thoughtful customer journeys that prioritize retention and lifetime value. With developer-friendly APIs and flexible integrations, Customer.io provides a customizable and scalable approach to engaging customers without unnecessary complexity.
- Offers deep, event‑based workflows and customizable messaging.
- Offers a drag‑and‑drop editor and support for HTML/CSS customization.
- Works well with APIs, Segment, Snowflake, CDPs, BigQuery, Google Sheets, and webhooks.
- Quick and helpful assistance.
- Handles large contact volumes efficiently.
- Setup can be slow without technical expertise.
- Advanced layout customization requires HTML/CSS knowledge.
User Reviews
Many reviewers highlight the platform’s flexibility in creating customized workflows that respond precisely to user actions, making it a powerful tool for engagement and retention. The drag-and-drop editor and support for HTML/CSS customization are praised for allowing detailed control over message design.
Users also commend Customer.io’s seamless integrations with other tools, such as Segment, Snowflake, and BigQuery, which help streamline data management and enhance marketing automation capabilities.
Tech-savvy marketing teams, SaaS companies, and product-led businesses need flexible, behavior-based messaging and custom automation across multiple channels.
9. Mailchimp
- The price starts at $10/month for 12 months, then increases to $20/month.
- For the Premium plan, the price $175 /mo for 12 months, then it starts at $350 /month.
- For larger businesses or teams with high contact volumes and advanced feature needs, custom pricing is available.
Mailchimp is a popular platform for many marketers thanks to its straightforward email marketing tools and automation capabilities. It's an easy drag-and-drop email builder, and the variety of pre-designed templates helps speed up campaign creation. It also supports audience segmentation and provides solid analytics, making it easier to understand how your messages perform across different channels.
It is a cost-effective and accessible solution for small businesses and growing enterprises looking to launch personalized email campaigns quickly. Its extensive integrations and scalable plans make it a reliable choice to enhance customer engagement without a steep learning curve.
- Intuitive drag-and-drop editor and template library.
- Offers email automation, segmentation, A/B testing, landing pages, and social ad tools.
- Integrates with major CRMs (Salesforce, HubSpot) and e‑commerce platforms.
- Provides in-depth metrics like open/click rates and conversion data.
- Offers free and tiered paid plans.
- Reliable customer support.
- Pricing escalates quickly with list growth.
- Limited automation & segmentation on lower tiers.
- Phone/chat support is restricted to premium users.
User Reviews
Users on Trustpilot generally appreciate Mailchimp for its user-friendly interface and straightforward email marketing tools. Many highlight the intuitive drag-and-drop editor and the variety of pre-designed templates that make campaign creation faster and easier.
Several reviewers mention that Mailchimp’s extensive integrations with major CRMs and e-commerce platforms add significant value, enabling smoother workflows and better data management. The availability of both free and paid tiered plans is appreciated by small businesses and startups looking to scale their marketing efforts efficiently without incurring high upfront costs.
Users who want convenience, simplicity, and a decent set of marketing features without needing advanced customization or enterprise-level tools.
10. Hootsuite
- The Standard plan at $99 per user per month includes up to 10 social accounts, post scheduling, and basic analytics.
- The Advanced plan, priced at $249 per user per month, includes unlimited social accounts, bulk scheduling, approval workflows, and more in-depth analytics.
- For the Enterprise plan, you need to request a demo.
Hootsuite is a well-established social media management tool trusted by many enterprise teams. It helps you organize your posting schedule, keep track of conversations happening across different platforms, and measure the performance of your content. The platform offers practical features, including a shared content calendar, team collaboration tools, and in-depth analytics that provide real insight into your social media efforts.
Hootsuite’s ability to unify social media marketing efforts on one platform and support large teams with customized workflows is what makes it stand out. It is ideal for marketing teams focused on social media engagement and brand monitoring at scale. With robust integrations and enterprise-grade security, Hootsuite is a trusted solution for organizations seeking to optimize their social media presence.
- Users can schedule and oversee all social media accounts from a single dashboard.
- Offers robust analytics, including KPIs and custom reports.
- Comprehensive app directory (250+ integrations).
- Suitable for teams managing multiple profiles.
- 30-day free trial.
- Integrates with the most-used social networks.
- Steep learning curve.
- Lower-tier subscriptions offer limited analytics.
User Reviews
Many users appreciate Hootsuite for its ability to schedule posts across multiple social networks from a single dashboard, which saves time and streamlines workflow. The platform's analytics and reporting features receive positive mentions for providing valuable insights into social media performance and engagement metrics. However, some users mention a steep learning curve and dissatisfaction with customer service.
Marketing teams, social media managers, and agencies need to manage multiple social media accounts, schedule content in advance, and track performance from a single, central dashboard.
Pro tip! Sign up for free trials to test enterprise marketing automation solutions and determine the best fit for your business before committing to a subscription.
