10 Best B2B Marketing Automation Platforms in 2025

Are you looking for the best B2B marketing automation platforms to revolutionize your marketing processes? If yes, this article is the right place for you to find which ones are leading the field today. Also, in this article, you’ll learn about the importance of marketing automation in the B2B context and the best tips to choose the perfect fit for your company. Ready? Let’s start!

What is B2B Marketing Automation?

As the name states, B2B marketing automation is the process of using technologies to automate marketing operations and activities in the business-to-business (B2B) context. This trend has become increasingly popular owing to the growing integration of advanced technologies like AI/ML and a higher demand for omnichannel marketing, increased customer engagement, and reduced marketing budget. 

Why Does B2B Marketing Automation Matter?

One research study indicated most B2B marketers are looking for automation solutions to optimize email marketing (~57%), followed by social media management (47%). 

With these tools, they can save effort and resources (e.g., time, money, and humans) on repetitive tasks. For instance, instead of manually segmenting customers, writing personalized email content, and tracking customer interactions with your emails (like email opens), these tools can automate all these tasks. This streamlines marketing processes, reduces costs, and frees up your team to perform more complex tasks.

Further, B2B marketing automation platforms come with AI capabilities and integrations to gather customer data from different sources, score leads automatically based on their interactions with your marketing efforts, and deliver relevant content through their favorite channels (e.g., emails). This nurtures leads effectively throughout the pipeline, hence increasing customer experiences and enabling effective targeted campaigns. 

Besides, through advanced marketing analytics tools, your marketing team can easily track marketing performance through KPIs like click-through rates or visits. These tools also equip AI capabilities to conduct sentiment or predictive analysis. This helps you understand customer behaviors more deeply and predict future events (e.g., churn risk or purchase likelihood).

FURTHER READING:

1. Picsart E-commerce Marketing Automation Toolset

2. Future Trends of Web Application Development: The Impact of AI and Automation

3. Top 5 Benefits of AI-Powered Chatbots for Customer Service

Top 10 B2B Marketing Automation Platforms in 2025

You’ve understood the importance of marketing automation in the business-to-business context. And now, let’s find out the 10 best platforms for B2B marketing automation in 2025.

1. Zoho Marketing Plus

Zoho Marketing Plus brings all marketing activities from different channels to one unified platform. It provides powerful capabilities to help marketing teams of all sizes collaborate smoothly on omnichannel campaigns – whether they’re for emails, webinars, social media, or presentations. 

With pre-built templates and a drag-and-drop builder, your team can collaboratively create specific marketing activities based on a customer group’s behaviors or preferences (like which channels they often visit or what engages them with your brand). The platform also allows you to organize tasks with to-dos or calendars, assign task ownership, and trigger automated actions (e.g., sending emails to specific customers). Further, through built-in analytics, you can get in-depth insights into campaign performance and measure its effectiveness through KPIs like lead conversion rate, click-through rate, or cost per click. 

Zoho Marketing Plus also offers plenty of other tools to facilitate your marketing journey. They include:

• Marketing Collateral Management integrates Zia (Zoho’s AI-powered document assistant) to correct your marketing content and monitors marketing assets (e.g., sheets).

• Website Performance Tracking uses a heatmap to analyze how your visitors navigate through your site. Also, it measures KPIs like clicks to understand how your links and new marketing messages work.

• Budget Management compares your budget and actual spending through visual dashboards. 

• Brand and User Management helps you track all channels, campaigns, users, and user permissions in one place. 

• Team Collaboration offers tools like chats, voice calls, and face-to-face meetings for your team members to collaborate, discuss ideas, and review performance easily. 

Pricing

Starts at $25/month/marketer (billed annually). For each additional marketer, it costs an extra $10/month. You can customize Zoho Marketing Plus’s pricing based on the number of contacts, visitors, events, and brands, along with storage capacity. Try its 15-day free trial before finalizing your decision!

2. Salesforce Marketing Cloud Account Engagement

Salesforce is the No.1 customer relationship management (CRM) platform in the world. The company offers a wide range of products and services to support marketing journeys. And if you’re looking for a comprehensive product for B2B marketing automation, consider Salesforce’s Marketing Cloud Account Engagement. This platform connects marketing, sales, and service teams in one place to make smarter decisions based on unified customer data and with the support of Einstein (aka Salesforce’s AI). 

In this platform, you can use drag-and-drop builders to create forms and landing pages. It also helps you group leads and deliver them automated, personalized marketing campaigns across channels. Further, the platform integrates third-party SMS, survey, and webinar apps to connect data within a unified place and trigger automated actions (e.g., SMS sends or webinar registrations).

Additionally, the platform uses Einstein to help you understand how prospects engaged with your marketing efforts (e.g., through downloading ebooks or attending webinars). The AI assistant then automatically sends real-time alerts about their interactions and score leads. It also identifies who is most likely to buy your products. It also generates personalized copies for emails or landing pages to engage your leads. 

Besides, Salesforce offers different tools to track your marketing performance through KPIs like ROI or costs. They include Multi-Touch Attribution, Account-Based Marketing Dashboard, and Out-of-the-Box Analytics.

Pricing

• Growth at $1,500/month (billed annually)
• Plus at $2,750/month (billed annually)
• Advanced at $4,400/month (billed annually)
• Premium at $15,000/month (billed annually)

3. HubSpot Marketing Hub

Like Salesforce, HubSpot is also well-known for its top-notch CRM platform. The company offers a suite of software, resources, and integrations to empower marketing, sales, and customer service teams. Among its offerings, Marketing Hub is an AI-powered tool that helps your company automate marketing activities to generate leads and unify customer insights. 

Particularly, HubSpot Marketing Hub drives your revenue fast and makes work easy with powerful tools as follows: 

• A drag-and-drop form builder to build forms that gather leads from newsletter signups, free trial offers, event registrations, and more.

• Personalized calls to actions (CTAs) for webpages and emails to turn your visitors into qualified leads effectively. 

• Social publishing & monitoring and ad management tools to build and monitor PPC campaigns across channels, especially social media platforms.

• AI and automation capabilities to target your messages to the right person and automate campaigns effectively. Particularly, Marketing Hub allows you to automatically send SMS messages or emails based on predefined conditions (like clicks) and build ad campaigns to retarget the most valuable audiences. Also, you can create automated workflows to trigger simple tasks (like lead nurturing or follow-ups) based on customer actions (like site visits or link clicks).

Further, Marketing Hub offers Smart CRM to implement predictive analytics. You can also leverage other advanced marketing analytics tools to visualize customer journey and campaign performance through key metrics (e.g., budget allocation, ROI, or contacts generated). All these tools help you track and report the progress of marketing campaigns easily.

Pricing

• Free
• Starter at $20/month/seat
• Professional at $890/month for 3 seats
• Enterprise at $3,600/month for 5 seats

4. Adobe Marketo Engage

Adobe’s Marketo Engage was honored as the Leader in the 2024 Gartner® Magic Quadrant™ for B2B Marketing Automation Platforms. This tool offers a broad range of capabilities powered by AI to attract and engage the right buyers across channels, keep marketing and sales teams aligned in marketing campaigns, and optimize your ROI. These capabilities include:

• Build qualified profiles for targeted audiences by automatically capturing customer data from different sources and updating it based on customer engagement. With the support of AI and real-time insights, you can segment audiences precisely. 

• Develop omnichannel campaigns automatically for emails, webinars, chats, digital ads, and more with pre-built templates, drag-and-drop designers, and GenAI. Further, you can trigger real-time engagement (like SMS sends) based on customer interactions or CRM updates. 

• Create and update content instantly across channels. Particularly, Marketo Engage integrates Adobe Express and Adobe Firefly to create and modify your marketing assets. Also, you can define and add tokens in different channels to personalize marketing content. For example, if you send an email added with the token {{first_name}}, Marketo Engage will automatically replace this token with the recipient’s actual first name based on your database. Further, AI is used to predict and insert content with a high likelihood of conversion. 

• Build simple or complex campaigns automatically with a drag-and-drop canvas, pre-built templates, GenAI, and conditional logic. 

Like other marketing platforms, Adobe’s Marketo Engage provides built-in marketing analytics tools, from interactive dashboards, custom reports, and multi-touch attribution to give you in-depth insights into your campaign’s performance. Besides, it uses automated triggers to score lead interactions, change campaign status, and alert sales teams.

Pricing

Adobe Marketo Engage comes with four pricing packages: Growth, Select, Prime, and Ultimate. Contact sales agents to get detailed prices for these packages!

5. Oracle Eloqua Marketing Automation

Like Adobe, Oracle’s Eloqua Marketing Automation is recognized by Gartner® Magic Quadrant™ as one of the leading B2B marketing automation platforms. It helps your team:

• Create personalized, scalable campaigns across channels (e.g., emails or social media) by dragging and dropping campaign assets (e.g., landing pages or content) based on your prospects’ behaviors and triggering manual, routine tasks (e.g., getting new contacts or changing lead scores) in Eloqua’s Program Canvas. Also here, you can build, filter, and segment profiles for target audiences with AI and pre-built audience segments by choosing criteria and uniting cross-source data.

• Implement effective account-based marketing activities and strategies with Eloqua Guided Campaigns, Eloqua Engage emails, Eloqua Profiler insights, and Eloqua Sales Tools extensions. These tools offer pre-approved content, prebuilt workflows, and step-by-step guidance to launch precisely targeted campaigns, identify high-potential customers, and engage them better. 

• Score leads and their engagement level with Eloqua Account Intelligence based on profile and behavior data to discover the likelihood of conversion and sales opportunities.

• Track and measure your marketing activities with powerful marketing analytics tools. These tools provide over 70 customizable dashboards and reports for campaign analysis, closed-loop reporting, email analysis, and more. 

Pricing

Oracle is now offering three paid pricing plans: Basic, Standard, and Enterprise, starting at $2,000/month for Eloqua Marketing Automation. The subscription price varies based on contact quantities and add-ons. See details here!

6. Marketing Creatio

Creatio is a low-code CRM platform for marketing, sales, and customer service teams to create applications and automate their daily workflows. When it comes to B2B marketing automation, Creatio provides a separate product that has composable capabilities injected with AI to improve your marketing journeys at scale. Accordingly, Marketing Creatio helps your team:

• Build, execute, and manage omnichannel marketing campaigns with a rich-feature visual campaign builder, pre-built templates, and Creatio.ai. Whether these campaigns are about events, digital ads, or emails, Marketing Creatio can cover them all. 

• Manage lead automations with AI-powered tools from capturing and qualification to engagement, conversion, and retargeting.

• Segment audiences effectively based on different criteria to run more targeted marketing campaigns. 

• Unite, store, and manage all your marketing assets in one place, which helps your team easily share new content and streamline approvals.

• Manage team and customer communications in one place, which is convenient for tracking history and enriching customer data.

• Build interactive dashboards and reports automatically to track and monitor marketing KPIs in real-time without coding knowledge.

Pricing

Creatio offers three paid plans: Growth, Enterprise, and Unlimited, starting at $25/month/user, along with a free trial. Your Creatio solution price varies depending on your chosen platform, products, AI tokens, user types, and support. In the example below, we select the Growth marketing platform for five users, so the total subscription fee will be $157.92 per month (taxes and other fees excluded):

7. Act-On Software

Act-On Software is an AI-powered marketing automation platform for B2B companies. It provides innovative, modern tools to help your marketing and sales teams work smarter and more effectively. Particularly, Act-On supports omnichannel campaign automation with its Automated Journey Builder, if/then conditional rules, and content customization tools to create multi-channel outreach campaigns. 

Further, it offers a form builder, landing page templates, and website visitor tracking to automatically collect key information about leads and their demands. The platform also helps you score audience segments to understand which makes customers most likely to buy and what needs more attention. Your team can also leverage lifecycle tools to manage a whole customer lifecycle, anticipating what your potential customers want and forging long-term relationships. 

Also, through advanced marketing analytics powered by SpotIQ, you can better understand marketing performance, identify the best marketing channels, and discover patterns in customer behaviors. 

Pricing

Act-On Software comes with two paid plans: Professional and Enterprise, starting at $900/month for 2,500 active contacts. 

8. LeadSquared

LeadSquared is a comprehensive CRM platform that offers separate tools for marketing, sales, customer service, and field operations. It helps teams across industries (like education, healthcare, or insurance) automate daily operations and improve efficiency. 

When it comes to LeadSquared’s Marketing Suite, it comes with marketing automation capabilities to build and personalize marketing workflows with zero code. It also offers advanced marketing analytics to acquire prescriptive insights into user journeys, lead sources, engagement campaigns, and more. 

The platform also automatically captures and engages leads from different sources (e.g., websites, social media, or phone calls). It even sends the right content on the right channel at the right time to navigate your leads down the sales funnel seamlessly. 

Pricing

• Marketing Pro at $1,067/account with core tools for effective marketing management 
• Marketing Super at $1,779/account with all-in-one tools for advanced marketing management

9. ActiveCampaign

ActiveCampaign is an AI-powered email and marketing platform that is widely used by B2B companies across industries like eCommerce & retail or online education. It comes with the following capabilities to personalize, automate, and verify your marketing workflows. They include:

• Marketing Automation automates your omnichannel marketing campaigns that connect with customers on their favorite channels (e.g., emails, social media, or SMS). It offers a drag-and-drop editor to build sign-up forms, magnets, questionnaires, etc. and turn visitors into leads. Also, it tailors email content to each contact to improve engagement, increase conversions, and drive sales. 

• Email Marketing includes an intuitive email designer, 250+ prebuilt templates, an AI-powered content generator, and advanced segmentation. These tools allow your team to draft conditional or predictive content, sort emails with automated tags, and create targeted campaigns (i.e., for abandoned carts or promotions). 

• Sales Engagement and CRM tools allow you to automatically assign tasks, import contact data, score your leads, update deals across channels, etc. 

Pricing

ActiveCampaign offers the following four paid plans with a 14-day free trial for at least 1,000 contacts:

• Starter at $15/month
• Plus at $49/month
• Pro at $79/month
• Enterprise at$145/month

10. SugarCRM

SugarCRM is an award-winning CRM platform that supports managing accounts and complex processes in the business-to-business context. Trusted by B2B clients from 120 countries, SugarCRM helps improve lead management, increase conversions, and boost revenues. The platform can integrate seamlessly with modern and legacy systems to connect data and enable real-time insights. 

SugarCRM offers various solutions to keep marketing, sales, and service teams aligned. Of these, Sugar Market is a B2B marketing automation platform we want to mention here. The platform can help your marketing team:

• Anticipate the likelihood of leads becoming customers with AI predictive lead scoring, prebuilt scoring models, or your own models by evaluating points for engagement like link clicks or email opens. By determining engaged accounts, you can implement account-based marketing campaigns effectively. Also, the most qualified prospects are automatically sent to your sales team through Sugar Sell or other popular CRMs. 

• Automate workflows and personalize emails with drag-and-drop builders, code-your-own features, and prebuilt templates for emails, landing pages, etc. This helps create campaigns faster, reduce 50% of the team workload, and increase click-through rates 25%. 

• Create, manage, and track online or offline events with GoToWebinar integrations. Also, you can deploy multi-session events, sync registration data with your sales platform, analyze ROI impacts, and more in one place. 

• Analyze your marketing performance in real-time with marketing analytics and interactive dashboards. This helps you evaluate the impact of each marketing effort precisely, distribute resources effectively, and modify performance-based strategies.

Pricing

• Market starting at $1,000/month for 10K contacts (billed annually). Additional contacts (without limited users) cost an extra $150/month
• Advisor at $375/month (billed annually) 
• Partnership at $625/month (billed annually)
• Strategic at $1,210/month (billed annually)

How to Choose the Best Fit for Your Marketing Automation Needs

There are various top-notch B2B marketing automation platforms in today’s market. But not all suits your company. To choose the perfect option for your B2B marketing efforts, consider the following factors:

Identify Your Needs and Goals

First, define your marketing needs and objectives by asking what your marketing team wants to achieve with automation tools. Is that lead generation, lead nurturing, sales enablement, or something else? 

Further, assess your existing marketing processes, identify what works or doesn’t work well, and figure out areas for automation. For example, your marketing team is now processing too many data entry tasks manually, which is prone to inefficiency and errors. That’s why these tasks need automation to free up your team to perform more critical, complex tasks. 

By understanding your needs and goals, you can identify required features for a potential platform, like email marketing automation, lead scoring & nurturing, or app integrations. Don’t forget to consider your team’s technical expertise when choosing the platform that offers no-code/low-code capabilities or tools to code on your own. 

Finally, plan your possible budget for B2B marketing automation. 

Research and Assess Potential Platforms

Next, look for several potential B2B marketing automation platforms based on your needs and objectives. You can search for the keyword “best B2B marketing automation platforms” (plus your specific industry) on search engines or ask for recommendations from coworkers and industry peers to find the best ones. 

Once you have a shortlist, read reviews about these tools. Some reputable websites like Gartner, G2, or Capterra accumulate a long list of the best platforms, coupled with user experiences and ratings. But seeing only client testimonials isn’t enough. Using a tool’s free trial or scheduling demos is a good way to see how the tools perform in reality. 

Further, evaluate automation platforms with the following factors:

• Essential features: Do the platforms have essential features that align with your marketing needs (like lead nurturing or automated workflows)?
• Short learning curve: Is the platform easy to use and intuitive?
• Integration capabilities: Does the platform integrate smoothly with your legacy systems and other applications?
• Customer support: Does the platform come with responsive and reliable support?
• Scalability: Can the platform meet your potential growing needs?
• Security: Which security measures does the platform have to safeguard your data?
• Pricing: Do the platform’s pricing plans meet your planned budget?

Make Your Decision & Implement

Once you have done thorough evaluations, choose the perfect fit for your demands. Then, devise an implementation plan to install and configure the platform. You should consider training your team members to ensure they’re proficient in leveraging the platform and tracking their performance to ensure they use the tool effectively. 

Conclusion

You now may realize the importance of B2B marketing automation platforms and which ones are leading the market. Follow our tips to choose the best fit for your marketing needs and transform your marketing processes! 

In case you want to build custom software to automate your marketing workflows, Designveloper is here to help! As one of the leading software development companies in Vietnam, Designveloper has extensive expertise in 50+ technologies and experience in 100+ projects across industries (like healthcare or finance). We adopt a structured working methodology, starting with evaluating your business requirements and challenges thoroughly. This helps us devise and implement tailored solutions that align with your business and bring measurable outcomes. 

Contact us now to upgrade your marketing workflows to new heights! Also, don’t forget to follow us on Facebook, X, and LinkedIn to receive the latest news about B2B marketing automation and relevant topics!