The landscape of B2B marketing demands meticulous planning and execution. Gone are the days of siloed tactics and manual efforts. Modern enterprises require sophisticated automation platforms to streamline workflows, personalize customer journeys, and ultimately derive exponential growth. However, navigating the plethora of available options can be daunting. This comparative analysis dissects the top 5 B2B marketing automation platforms for 2024, offering a precise evaluation of their pros, functionalities, and cons. Through an objective lens, we empower you to select the platform that seamlessly integrates with your unique business objectives, propelling you towards unprecedented marketing efficiency.

What is B2B Marketing Automation? 

B2B marketing automation is essentially using software and tools to streamline and automate repetitive marketing tasks in the business-to-business (B2B) world. Today, 59% of B2B marketing professionals in the US think actionable analytics and reporting is the most important feature when choosing marketing automation software. Likewise, 71% of B2B marketers say they utilize automation in their email marketing efforts. This is six percentage points higher than amongst general marketing professionals. 39% of B2B companies intend to introduce marketing automation to assist in their upcoming social media management endeavors. So, it’s basically like having a tireless robot assistant that handles the grunt work, freeing your team to focus on more strategic initiatives.

 A graph showing  b2b Marketing Automation is essential for marketing professionals for actionable analytics and reporting.
Image source: Act-on

What it does

  • Automates tasks: Think sending personalized email sequences, nurturing leads, scoring and qualifying them, managing social media posts, and even creating landing pages.
  • Boosts productivity: By taking over repetitive tasks, your team has more time for creative campaigns, lead nurturing, and closing deals.
  • Improves lead generation and conversion: Automation helps attract, engage, and qualify leads, ultimately increasing conversion rates.
  • Personalizes the customer journey: You can tailor messages and content to individual leads based on their interests and behavior.
  • Provides valuable insights: Track campaign performance, analyze data, and gain insights to improve your marketing efforts.

How it does

  • Automated email sequences: Welcomes new subscribers, nurtures leads with relevant content, sends abandoned cart reminders, etc.
  • Lead scoring and qualification: Assigns scores based on engagement and activity to identify promising leads.
  • Social media scheduling and posting: Automates social media updates and engages with your audience.
  • Landing page creation and A/B testing: Builds different landing pages and tests which ones convert better.
  • Website visitor tracking and analytics: Understands how visitors interact with your website and tailors your content accordingly.


Brevo presents itself as an exceptional choice for businesses seeking a robust and user-friendly B2B marketing automation platform. With a plethora of digital marketing features including email marketing, SMS marketing, advanced automation workflow builder, landing pages, signup forms, A/B testing, segmentation, Facebook Ads, and a native CRM, Brevo offers versatility to marketers. Automation workflows tailored to every stage of the customer journey, along with ready-to-use lead nurturing workflows such as email marketing drip campaigns and page visit triggers, enhance efficiency in lead management. 

Contact segmentation, lead scoring, and shared dashboards facilitate seamless collaboration across support, marketing, and sales teams, providing a holistic view of the customer journey. Integration with the Brevo CRM enables personalized marketing campaigns leveraging customer data, further boosting engagement. While Brevo garners a commendable G2 rating of 4.5/5 and maintains affordability with free and paid plans, it faces limitations in the availability of free, responsive email templates and pre-made automation workflows compared to competitors. Nonetheless, its intuitive interface and customizable automation options position it as a strong contender in the B2B marketing automation landscape.


  • Comprehensive set of digital marketing features
  • Versatile automation workflows for every stage of the customer journey
  • Ready-to-use lead nurturing workflows
  • Contact segmentation and lead scoring for efficient lead management
  • Shared dashboards for seamless collaboration across teams
  • Integration with Brevo CRM for personalized marketing campaigns
  • Affordable pricing plans catering to businesses of all sizes


  • Limited availability of free, responsive email templates
  • Fewer premade automation workflows compared to competitors


HubSpot stands out as a prominent B2B marketing automation platform renowned for its lead nurturing capabilities and seamless integration with its own CRM software. The platform offers a suite of automation tools ideal for inbound marketing teams, enabling users to trigger email marketing campaigns, set up webhooks, and send follow-up messages to prospects efficiently. Additionally, HubSpot provides various other platforms or “Hubs” tailored to support sales, service, and other business functions, fostering holistic organizational growth. 

While boasting a commendable G2 rating of 4.4/5 and offering a Free Tools plan covering a range of functionalities, including marketing and sales, HubSpot’s pricing can quickly escalate beyond the Starter Plan, especially for users with more than 1,000 contacts. A/B testing is limited to higher-tier plans, starting at $890/month, and customization of email templates may require CSS knowledge. Nonetheless, for users familiar with its features, HubSpot offers a comprehensive solution for B2B marketing automation needs.


  • Comprehensive lead nurturing capabilities
  • Integration with HubSpot’s CRM software
  • Versatile automation tools for inbound marketing
  • Additional platforms or “Hubs” for sales, service, and other business functions
  • Free Tools plan covering marketing and sales functionalities
  • Scalable pricing plans catering to businesses of all sizes


  • Higher pricing tiers beyond the Starter Plan can be expensive
  • A/B testing only available on higher-tier plans 

Adobe Marketo Engage

Adobe’s acquisition of Marketo Engage has positioned it as a formidable tool for brands seeking to map the buyer journey and execute advanced segmentation, personalization, and campaign management strategies. Marketo is particularly beneficial for businesses prioritizing account-based marketing automation. The platform offers lead capture tools like landing pages and signup forms, which can be customized with coding knowledge to bolster subscriber lists. Moreover, its lead nurturing automation workflows facilitate seamless guidance of prospects through the customer journey, allowing users to trigger automation based on website visits and conduct SMS and email campaigns. 

While Marketo provides extensive reporting features, expertise is required to manage timestamps effectively. Integration with Netsuite CRM further enhances its utility for businesses. Overall, Marketo Engage offers extensive capabilities suited for larger companies with dedicated teams, albeit with a more legacy-type feel compared to competitors.


  • Advanced segmentation, personalization, and campaign management capabilities
  • Ideal for account-based marketing automation
  • Customizable lead capture tools for landing pages and signup forms
  • Seamless lead nurturing automation workflows
  • Integration with Netsuite CRM


  • Lack of intuitiveness requires dedicated expertise
  • No free plan or trial; expensive entry pricing
  • Reports are not automated and require dedicated support
  • More legacy-type feel compared to competitors
  • Best suited for larger companies with dedicated teams


ActiveCampaign offers a comprehensive suite of features expected from a B2B marketing automation platform, including email sequencing, audience segmentation, and campaign analytics. Its robust capabilities allow users to efficiently organize prospects and guide them through the sales funnel with contact lists and split automation. ActiveCampaign is also renowned for its email marketing automation and offers an SMS add-on for those seeking a multichannel approach to customer communication. 

With a commendable G2 rating of 4.5/5, ActiveCampaign provides pricing plans catering to various needs, starting from the Lite Plan at $39/month for 1,000 contacts, offering basic automation, and scaling up to the Professional Plan at $187/month with advanced features like split automation. However, limitations include the inability to send email campaigns to specific geographic locations and a somewhat basic email drag-and-drop builder. While ActiveCampaign suits users who prefer customizable automation, those seeking more multichannel features may find better alternatives elsewhere.


  • Comprehensive email sequencing and audience segmentation capabilities
  • Efficient organization of prospects and lead nurturing through split automation
  • Versatile email marketing automation features
  • SMS add-on for multichannel communication
  • Scalable pricing plans catering to different needs and budgets


  • Inability to send email campaigns to specific geographic locations
  • Basic email drag-and-drop builder with limited design options
  • May not offer as many multichannel features as some competitors

Salesforce Marketing Cloud Account Engagement

Formerly known as Salesforce Pardot until 2022, Salesforce’s marketing platform stands out for its seamless integration with Salesforce CRM, focusing on account-based marketing and personalized interactions. With robust lead nurturing and scoring capabilities, users can automate the customer journey while accessing prospect and client history conveniently stored in the dashboard. Detailed campaign reports provide insights into key metrics, facilitating measurement of success. Salesforce Marketing Cloud Account Engagement offers pricing plans starting at $1,250/month for the Growth plan, which includes features like landing pages and social media connectors. 

However, users may encounter challenges with email marketing, as the new drag-and-drop builder creates different reports compared to the original email builder. While Salesforce Marketing Cloud Account Engagement may be expensive and less suitable for small enterprises, it remains a powerful tool for businesses seeking advanced automation and integrated CRM solutions.


  • Seamless integration with Salesforce CRM
  • Focus on account-based marketing and personalized interactions
  • Robust lead nurturing and scoring capabilities
  • Convenient access to prospect and client history
  • Detailed campaign reports for insights and measurement of success


  • Higher pricing may be less suitable for small enterprises
  • Challenges with email marketing, particularly with the new drag-and-drop builder
  • Issues with Gmail servers may arise at times


We duly hope that this guide offers valuable insights into the mechanics and significance of marketing automation, especially for entrepreneurs aiming to start an ecommerce business. In this pursuit, leveraging a creative digital marketing agency will help you in marketing automation software to enhance content effectiveness by monitoring metrics like open rates and click-throughs, ensuring timely delivery to the appropriate audience. To conclude, B2B marketing automation platforms are your ultimate ally in redefining marketing prowess and captivating customer engagement, through and through!