The best marketing automation tools for growing B2B companies

Marketing automation tools can help with many marketing tasks and help save time. A good marketing automation setup can mean you can scale your marketing operations with fewer staff if required. We've listed some of the best marketing automation tools for B2B companies.

3 Great Marketing Automation Tools for B2B SaaS

Marketing automation is vital for SaaS marketers as it enables personalization, lead management, customer onboarding, retention, upselling, analytics, and scalability. It streamlines marketing efforts, driving customer acquisition and fostering business growth in the competitive SaaS landscape.



A powerful Marketing automation tool.


Adobe Marketo Engage

A powerful Marketing automation tool.


Salesforce Pardot

A powerful Marketing automation tool.

1. HubSpot

HubSpot is a powerful marketing automation tool. HubSpot built automation tools on top of their CRM system and the utilise an easy to use interface for creating automated workflows. To get access to the marketing automation features in HubSpot you need to purchase the marketing professional package.

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2. Adobe Marketo Engage

Adobe bought Marketo in May 2016 for $1.8 billion in cash. And as anyone who has ever used an Adobe product knows, they are not the cheapest. Marketo is a powerful automation tool just like HubSpot but its a bit more old-fashioned by design and not as user friendly.

We wouldn't normally recommend Marketo to growing B2B SaaS companies who are looking for a marketing automation tool but we have put it on the list because if you decide not to go with HubSpot then Marketo is probably the tool that has the biggest community behind it. You may want to purchase a tool that your team has experience using and Marketo is well known in the industry.

2. Salesforce Pardot

Salesforce Pardot is now called Marketing Cloud Account Engagement. A bit like Marketo, Pardot is another popular marketing automation tool but we would definitely put it behind HubSpot. Its another example of a much larger company acquiring a company for some specific features to add to their portfolio.

That being said, Pardot is a widely used marketing automation tool, mainly because so many companies use Salesforce and Pardot or Marketing Cloud Account Engagement to use the snappy version is part of Salesforce. So if you use Salesforce and want to continue using it and want some more functionality within Salesforce itself. Again, because of the popularity of Salesforce and Pardot, lots of people do have experience with it so you will be able to find help fairly easily with setting it up.


In summary, these are the 3 most popular marketing automation tools around for B2B SaaS companies. Our favourite is HubSpot, especially for smaller growing businesses. It offers a lot of functionality and is easy to use. If however you use Salesforce heavily it is worth considering Pardot, although it can be expensive. Marketo is another good choice too but if we were to recommend one marketing automation tool for B2B SaaS businesses it will always be HubSpot.