Over the years, I’ve tried a mix of tools—some brilliant, some clunky, and a few that felt like they were built just to confuse me. Out of that experience, I’ve pulled together this list of the 11 marketing automation tools I trust most in 2025—with honest notes on what they do best, where they fall short, and who should actually use them.
1. HubSpot – The All-in-One Powerhouse
If I had to describe HubSpot in one word, it would be comprehensive. It’s the tool I turn to when I want everything—CRM, email automation, sales funnels, reporting, and now, AI enhancements like The Loop and Breeze AI agents.
What I love about HubSpot is how it centralises everything. I don’t have to juggle separate tools for marketing, sales, and customer service—it’s all in one ecosystem. The AI additions in 2025 make it even stronger, helping with predictive insights and content optimisation.
Pros:
- All-in-one platform (CRM + marketing + sales + service).
- AI-driven features for better automation and customer insights.
- Excellent training resources and community.
Cons:
- It’s not the cheapest option; HubSpot grows more expensive as you scale.
- It can feel overwhelming for beginners who only need simple automation.
Best For: Businesses ready to invest in a long-term solution that grows with them, especially mid-sized and larger companies.
2. ActiveCampaign – Affordable, AI-Powered, and User-Friendly
When I’m advising small to mid-sized businesses on automation, ActiveCampaign is usually at the top of my list. It strikes the perfect balance between affordability and functionality.
What sets ActiveCampaign apart for me is its depth of segmentation and automation capabilities. I can set up customer journeys that feel incredibly personalised without spending hours tinkering. In 2025, their AI updates make things even smoother, from smart email send times to predictive lead scoring.
Pros:
- Great pricing for the value you get.
- Powerful segmentation and personalisation tools.
- Intuitive interface, easy to learn compared to enterprise platforms.
Cons:
- Reporting isn’t as deep as HubSpot or Marketo.
- Limited in terms of advanced B2B integrations.
Best For: Small to medium businesses that need automation that “just works” without breaking the bank.
3. Marketo/Pardot (Adobe) – Enterprise-Level B2B Powerhouse
Whenever I’ve worked with large B2B clients, Marketo (by Adobe) and Pardot (by Salesforce) were always on the shortlist. These platforms are seriously powerful—think lead scoring, advanced nurturing campaigns, deep CRM integrations, and analytics that track the entire buyer journey.
That said, I’ll be honest: I’ve found them overwhelming at times. The learning curve is steep, and unless you’ve got a marketing team (not just one person), you’ll need dedicated resources to manage it properly. But if you’re running enterprise-level B2B operations, the complexity pays off in precision and scalability.
Pros:
- Enterprise-grade automation and analytics.
- Perfect integration with Salesforce (Pardot) and Adobe suite (Marketo).
- Advanced lead scoring, nurturing, and multi-touch attribution.
Cons:
- Very expensive compared to small business tools.
- Steep learning curve; requires training or experienced staff.
Best For: Large-scale B2B companies with complex sales cycles and the budget to invest in enterprise marketing automation.
4. GetResponse – Affordable & Reliable for Small Businesses
I’ve always thought of GetResponse as the “quiet achiever” in the marketing automation world. It doesn’t receive as much hype as HubSpot or ActiveCampaign, but every time I’ve used it for small businesses, it has delivered exactly what I needed: reliable email automation, effective list management, and even features like webinars.
The pricing is fair, and the platform feels approachable for those without a tech background. I’ve recommended it to clients who want something solid without getting bogged down in enterprise features they’ll never use.
Pros:
- Affordable plans tailored for small businesses.
- Strong email automation and list management.
- Extras like webinar hosting built-in.
Cons:
- Not as feature-rich as premium tools like HubSpot or ActiveCampaign.
- Design templates could be more modern.
Best for: Small businesses seeking a reliable and affordable entry point into marketing automation, with useful extras like webinars.
5. Mailchimp: The Friendly Starter Tool
I’ll admit, Mailchimp was the first email marketing automation software I ever used; and it’s still one of my go-to options for businesses starting out. It’s user-friendly, has great integrations (Shopify, WordPress, social ads, etc.), and scales reasonably well as your needs grow.
What I’ve always loved about Mailchimp is how approachable it feels. For beginners, setting up email sequences and newsletters is a straightforward process. And even as you scale, you can unlock more advanced features without needing to jump ship right away.
Pros:
- Very easy to get started with.
- Integrates with most major platforms and e-commerce tools.
- Flexible plans, including a free option.
Cons:
- Pricing becomes steep as your contact list grows.
- Limited advanced automation compared to ActiveCampaign or Klaviyo.
Best for: Startups and small businesses that require user-friendly email marketing and automation with numerous integrations.
6. Keap (formerly Infusionsoft) – CRM Meets Automation
I’ve had a love-hate relationship with Keap over the years. On the one hand, it’s incredibly powerful, combining CRM, sales, and marketing automation into a single platform. The drag-and-drop workflow builder is one of my favourite features because it makes building complex automations surprisingly intuitive.
On the other hand, Keap isn’t the cheapest option, and it can feel like overkill if you don’t need the CRM side of things. But when I worked with small businesses that were ready to level up and manage sales + marketing in one place, Keap really shone.
Pros:
- Combines CRM and marketing automation in one tool.
- Powerful drag-and-drop workflow builder.
- Great for managing both sales and marketing pipelines.
Cons:
- Higher pricing than simpler tools.
- It can feel overwhelming for very small businesses.
Best For: Small to medium-sized businesses that want a CRM plus marketing automation solution to manage growth in one place.
7. Bloomreach – The E-Commerce Experience Optimiser
When I started exploring tools beyond just email automation, Bloomreach really impressed me. It’s not just marketing automation; it’s a full digital experience platform. For e-commerce brands, Bloomreach helps with personalisation, product discovery, and customer journeys all in one place.
What I like most is how data-driven it is. I’ve seen it recommend the right products to the right customers in real-time, which is a huge win for conversion rates. It’s not the cheapest option, but if you’re serious about personalisation at scale, Bloomreach is worth it.
Pros:
- Combines marketing automation with product discovery and personalisation.
- AI-driven recommendations improve conversions.
- Great for enterprise-level e-commerce brands.
Cons:
- Expensive and more complex than small businesses need.
- Setup requires time and expertise.
Best For: Medium to large e-commerce businesses that want advanced personalisation and a full experience platform.
8. MoEngage – Real-Time, AI-Powered Messaging
MoEngage is one of those tools I recommend when a brand needs real-time, cross-channel engagement. I love how it helps orchestrate customer journeys across email, SMS, push notifications, and even WhatsApp. When I tested it for a retail client, we were able to send timely push notifications that actually drove in-store visits, it felt like the future of automation.
Pros:
- Strong cross-channel automation (email, SMS, push, WhatsApp, in-app).
- AI-powered for better timing and segmentation.
- Great analytics and customer journey mapping.
Cons:
- Best suited for mid-to-large brands; too advanced for tiny businesses.
- Pricing can be high depending on usage.
Best For: Brands that need real-time, AI-powered engagement across multiple channels and want to personalise customer journeys at scale.
How to Choose the Right Tool (Based on My Experience)
Over the years, I’ve learned that picking the best marketing automation software isn’t about chasing the flashiest features; it’s about alignment.
- Match the tool to your business size and budget. I’ve found Brevo and Omnisend fantastic when budgets were tight, while HubSpot and Marketo became essential once growth demanded scale.
- Identify your automation complexity. Sometimes all I needed was simple email sequences; other times, I needed full customer journeys or AI-assisted personalisation (that’s where MoEngage or Bloomreach shine).
- Always start with a free trial. I can’t stress this enough. Free trials from HubSpot, Brevo, and Omnisend have saved me from committing to the wrong platform more than once.
Conclusion
Looking back, I can honestly say that choosing the right marketing automation tool was a turning point for my business. It freed me from repetitive tasks, helped me connect with customers in smarter ways, and scaled my marketing without scaling my stress.
But here’s the truth I’ve learned: the “best” tool isn’t always the most hyped or the most expensive; it’s the one that fits your business like a glove. For me, that meant starting with simple tools like Mailchimp, then moving up to platforms like ActiveCampaign and HubSpot as my needs grew.
So my advice? Don’t overthink it. Start where you are, test the waters with free trials, and choose the platform that strikes the right balance of ease, power, and affordability. Once you find the right fit, marketing automation stops feeling like “software” and starts feeling like a business partner.
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